Ben Judy's presentation at UX STRAT 2015 USA

1. Mission-Based
Experience Design
Strategy

2. Howdy, y’all!

5. Belongs
in silos

6. Do not belong in silos

7. C
H
A
N
G
E
M
ISSIO
N
SC
H
A
LLEN
G
ESM
ETH
O
D
S
R
ESU
LTSPR
IN
C
IPLES

10. CONTEXT[ ]

12. Stock photo of
“tax preparation.”
(Some tax professionals have begun using computers.)

13. context:
change

14. Going global
C
H
A
N
G
E

15. Refreshed & realigned
strategy
C
H
A
N
G
E

16. Brand strategy
house of brands branded house
C
H
A
N
G
E

17. Products to platforms
C
H
A
N
G
E

18. “By 2020 Intuit will be
considered one of the
most design-driven
companies in the
world.”
https://hbr.org/2015/01/intuits-ceo-on-building-a-design-driven-company
C
H
A
N
G
E
Brad Smith
CEO, Intuit

20. Accountants
Individuals
Small
businesses
Pro Tax
focused here
Now focusing
here!
We our customers!

21. 2-sided
customer benefits
Accountants
Individuals
Small
businesses
Side 1
Side 2
+
C
H
A
N
G
E

22. Working across
business units
C
H
A
N
G
E

23. 1. Going global
2. Refreshed & realigned strategy
3. Brand strategy
4. Products to platforms
5. “Design-led by 2020”
6. 2-sided customer benefits
7. Working across business units

24. 800-ish employees 3 XD

25. Director
Sr. Manager
Customer
Recruiter
InteractionDesigner
Visual
Designer
VisualDesigners
Interaction
Designers
Pro Tax Group eXperience Design
To scale - because everything is bigger in Texas, and Texas is bigger than everything

26. mission-based
strategy

29. Save
Time
Grow
My Practice
Make a Difference
to Taxpayers

30. M
ISSIO
N
Sleep
Tax
Prep
Life
Jan
help tax preparers
Save Time
Feb Mar Apr
Sleep
Tax
Prep
Life
Sleep
Tax
Prep
Sleep
Tax
Prep
Sleep
Tax
Life
Sleep
Tax
Prep
Life
Sleep
Tax
Prep
Life
Sleep
Tax
Prep
Life
Sleep
Tax
Prep
Life
Sleep
Tax
Prep
Life
Sleep
Tax
Prep
Life
Sleep
Tax
Prep
Life
May Jun Jul Aug Sep Oct Nov Dec

31. help accountants
“Grow My Practice”
M
ISSIO
N

32. help accountants
Make a Difference
in their clients’ lives
M
ISSIO
N

33. Save
Time
Grow
My Practice
Make a Difference
to Taxpayers

34. Pro Tax Vision:
Bring the power of time and money
to accountants and their clients -
so they may prosper

35. mission-based
challenges

36. Agile product teams
C
H
A
LLEN
G
E

38. S t r a t e g y E x e c u t i o n
D
ISC
O
VER
facts,insights
&
possibilities
D
ESIG
N
solutions
D
EFIN
E
custom
erbenefits
D
ELIVER
products
&
services
go
broad
narrow
go
broad
narrow

39. S t r a t e g y E x e c u t i o n
D
ISC
O
VER
facts,insights
&
possibilities
D
ESIG
N
solutions
D
EFIN
E
custom
erbenefits
D
ELIVER
products
&
services
go
broad
narrow
go
broad
narrow

42. S t r a t e g y E x e c u t i o n
D
ISC
O
VER
facts,insights
&
possibilities
D
ESIG
N
solutions
D
EFIN
E
custom
erbenefits
D
ELIVER
products
&
services
go
broad
narrow
go
broad
narrow

43. S t r a t e g y E x e c u t i o n
D
ISC
O
VER
facts,insights
&
possibilities
D
ESIG
N
solutions
D
EFIN
E
custom
erbenefits
D
ELIVER
products
&
services
go
broad
narrow
go
broad
narrow

44. fix all the things!

47. C
H
A
LLEN
G
E

49. Altitude
C
H
A
LLEN
G
E

50. Not enough designers
7 interaction designers
2 visual designers
C
H
A
LLEN
G
E

51. 7 interaction designers
2 visual designers
54 project priorities

52. Missions and Products?
Missions vs. Products?
Perspective
C
H
A
LLEN
G
E

53. Intuit sells products, not missions.
And missions come to fruition in our
products.“
”

55. Product 1
Product 2
Product 3

56. Altitude
C
H
A
LLEN
G
E
Altitude

57. mission-based
methods

58. Speak the language
of business
M
ETH
O
D

60. Apply the missions
to every customer
M
ETH
O
D
Growth Market AccountantPremium Accountant Value Market Accountant

61. Premium Accountant
Growth Market Accountant
Value Market Accountant
Save Time Grow My Practice Make a Difference
delegation
firm management
collecting client data
file faster
get paid sooner
know what to do next
advise clients
maximize services
higher retention
more recommendations
market myself
build client base
increase referrals
provide clients insights
advise best tax outcomes
provide best value
keep rates affordable
deliver refunds faster
maximize refunds
reduce liability
file faster
get paid sooner
know what to do next

62. “Firmona” boxes

65. Learn the missions
M
ETH
O
D

67. Track progress against the missions
M
ETH
O
D

68. Plan projects in pursuit of missions
M
ETH
O
D

69. Commission Mission Captains
M
ETH
O
D

70. Design WeekM
ETH
O
D

71. mission-based
results

72. XD driving clarity
R
ESU
LT

73. C
H
A
LLEN
G
E

74. S t r a t e g y E x e c u t i o n
D
ISC
O
VER
facts,insights
&
possibilities
D
ESIG
N
solutions
D
EFIN
E
custom
erbenefits
D
ELIVER
products
&
services
go
broad
narrow
go
broad
narrow

75. S t r a t e g y E x e c u t i o n
D
ISC
O
VER
facts,insights
&
possibilities
D
ESIG
N
solutions
D
EFIN
E
custom
erbenefits
D
ELIVER
products
&
services
go
broad
narrow
go
broad
narrow
Ambiguity
good
Ambiguity
BAD
Ambiguity
good
Ambiguity
BAD
Ship “MVP”

76. S t r a t e g y ?E x e c u t i o n ?
D
ISC
O
VER
facts,insights
&
possibilitiessolutions
custom
erbenefits
products
&
services
go
broad
narrow
go
broad
D
ESIG
N
D
EFIN
E
D
ELIVER
narrow
wait…
dither…
hesitate…
try some stuff…
um…
what’s the plan?
we’re so “ Lean! ”
Ship “MVP”
talk a lot
Learned what customers
really want

77. S t r a t e g y E x e c u t i o n
D
ISC
O
VER
facts,insights
&
possibilities
D
ESIG
N
solutions
D
EFIN
E
custom
erbenefits
D
ELIVER
products
&
services
go
broad
narrow
go
broad
narrow
The Ambiguity Assassin

79. Do more with
customer insights
R
ESU
LT

81. Customer insights in silos
C
H
A
LLEN
G
E

83. XD at all altitudes
R
ESU
LT

84. Happier, healthier designers
R
ESU
LT

86. Winning together
because you aren’t sick of Star Wars, everywhere, yet
C
H
A
LLEN
G
E

87. Product Management and
Experience Design need to
jointly solve for Discover,
Define, and Design. This is
not an XD only job, is the
job of all of our roles.
”
“

89. Product Managers
advocate
for holistic XD
R
ESU
LT

90. mission-based
principles

91. Every designer is a strategist
PR
IN
C
IPLE

92. 7 interaction designers
2 visual designers

93. Train for strategic UX work
M
ETH
O
D

96. Every designer owns the Missions
PR
IN
C
IPLE

97. XD
“What missions?”

98. Execute the design process like
you’re on a mission
PR
IN
C
IPLE

99. Embrace ambiguity…
M
ETH
O
D

100. M
ETH
O
D
Embrace ambiguity…
then murder it.

101. S t r a t e g y ?E x e c u t i o n ?
D
ISC
O
VER
facts,insights
&
possibilitiessolutions
custom
erbenefits
products
&
services
go
broad
narrow
go
broad
D
ESIG
N
D
EFIN
E
D
ELIVER
narrow
wait…
dither…
hesitate…
try some stuff…
um…
what’s the plan?
we’re so “ Lean! ”
Ship “MVP”
talk a lot

102. Empathy for all
(even your coworkers)
PR
IN
C
IPLE

103. XD
PM

104. Experiment with a unit of one
M
ETH
O
D

105. XD Missions = Business Strategy
PR
IN
C
IPLE

107. Missions need metrics
PR
IN
C
IPLE

108. Products and features exist to deliver
customer benefits
PR
IN
C
IPLE

109. Reframe design work requests
M
ETH
O
D

110. Designers are storytellers
PR
IN
C
IPLE

111. Publish case studies
M
ETH
O
D

112. Silos suck!
Break out!
PR
IN
C
IPLE

113. CHANGE
• Going global
• Refreshed & realigned strategy
• Brand strategy
• Products to platforms
• “Design-led by 2020”
• 2-sided customer benefits
• Working across business units
MISSIONS
• Save Time
• Grow My Practice
• Make a Difference to Taxpayers
CHALLENGES
• Agile product teams
• Resourcing “Run the business”
• Altitude
• Not enough designers
• Perspective
• Ambiguity
• Customer insights in silos
• Winning together
METHODS
• Speak the language of business
• Apply the missions to every
customer
• Learn the missions
• Track progress against the missions
• Plan projects in pursuit of missions
• Commission mission captains
• Design Week
• Train for strategic UX work
• Embrace ambiguity… then murder it
• Experiment with a unit of one
• Reframe design work requests
• Publish case studies
RESULTS
• XD driving clarity
• Do more with customer insights
• XD at all altitudes
• Happier, healthier designers
• Product Managers advocate for
holistic XD
PRINCIPLES
• Every designer is a strategist
• Every designer owns the
Missions
• Execute the design process
like you’re on a mission
• Empathy for all (even your
coworkers)
• XD Missions = Business
Strategy
• Missions need metrics
• Products and features exist
to deliver customer benefits
• Designers are storytellers
• Silos suck! Break out!