Design Thinking in Corporate DNA

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We all know that innovation in large companies is hard. Inertia combined with business realities make it difficult for teams to move fast and drive innovation. Over the past few years, Intuit has been on a transformational journey to become a premier innovative company by embracing the principles of design thinking and lean experimentation. This presentation shares some of the lessons learned.

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  • In organizations, we have our own version of classrooms. We call them meetings. A bunch of really smart people get together to listen to the highest paid person in the room. And that’s where we make the most important decisions.
  • Regardless of what’s happening in the real world. It’s easy to forget about our customers and make a bunch of assumptions about how they will actually behave.
  • Design Thinking in Corporate DNA

    1. 1. DESIGN THINKING IN CORPORATE DNA Lionel Mohri, @D4Change Design Strategist, Intuit Co-Founder, Hummus Apparel
    2. 2. From : Poh, M.Z., Swenson, N.C., Picard, R.W., "A Wearable Sensor for Unobtrusive, Long-term Assessment of Electrodermal Activity," IEEE Transactions on Biomedical Engineering, vol.57, no.5, pp.1243- 1252, May 2010. doi: 10.1109/TBME.2009.2038487
    3. 3. Our version of the classroom
    4. 4. The real world
    5. 5. inspirationrigor A culture of innovation and experimentation
    6. 6. Deliver the customer benefit Active product usage Proactive word of mouth Customer-driven Innovation Design for Delight LOVE METRICS fin d an important problem that we and those we enable can solve well with durable advantage
    7. 7. Evoking positive emotion by going beyond customer expectations in delivering ease and benefit throughout their journey. ...and people will tell others about their awesome experience. Design for Delight.
    8. 8. “Design for Delight is our number 1 weapon and there is no #2” - Scott Cook, Intuit Founder
    9. 9. HOW MIGHT WE CREATE A CULTURE OF ENTREPRENEURSHIP & EXPERIMENTATION?
    10. 10. It’s simple*… EMPOWER ENABLE EXPECT *try at your own risk
    11. 11. Democratize Innovation
    12. 12. Create space for passion
    13. 13. Use it weekly 10% to explore your passion Use it weekly Accumulate blocks of time
    14. 14. Lead with experiments
    15. 15. assumptions leap of faith MVP vision metrics validated learning lean build hypotheses pivot persevere lean experiment
    16. 16. Experiment to validate Experiment to learn
    17. 17. Help leaders redefine their roles
    18. 18. lessons learned
    19. 19. no vision. no pivot.
    20. 20. scrappy does not mean crappy.
    21. 21. simple rules can change behaviors.
    22. 22. skip the head. go for the gut.
    23. 23. there is no right answer
    24. 24. there is no right answer other than getting started…

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