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DESIGN THINKING
IN CORPORATE DNA
Lionel Mohri, @D4Change
Design Strategist, Intuit
Co-Founder, Hummus Apparel
From : Poh, M.Z., Swenson, N.C.,
Picard, R.W., "A Wearable Sensor for
Unobtrusive, Long-term Assessment
of Electrodermal A...
Our version of the classroom
The real world
inspirationrigor
A culture of innovation
and experimentation
Deliver the customer benefit
Active product usage
Proactive word of mouth
Customer-driven Innovation Design for Delight
LO...
Evoking positive emotion by going beyond
customer expectations in delivering ease and
benefit throughout their journey.
.....
“Design for Delight is our number 1
weapon and there is no #2”
- Scott Cook, Intuit Founder
HOW MIGHT WE CREATE A CULTURE OF
ENTREPRENEURSHIP & EXPERIMENTATION?
It’s simple*…
EMPOWER
ENABLE
EXPECT
*try at your own risk
Democratize Innovation
Create space for passion
Use it weekly
10% to explore your passion
Use it weekly Accumulate blocks of time
Lead with experiments
assumptions
leap of faith
MVP
vision
metrics
validated learning
lean
build
hypotheses
pivot
persevere
lean experiment
Experiment to validate Experiment to learn
Help leaders redefine their roles
lessons
learned
no vision.
no pivot.
scrappy does
not mean crappy.
simple rules
can change
behaviors.
skip the head.
go for the gut.
there is no right
answer
there is no right
answer other
than getting
started…
Design Thinking in Corporate DNA
Design Thinking in Corporate DNA
Design Thinking in Corporate DNA
Design Thinking in Corporate DNA
Design Thinking in Corporate DNA
Design Thinking in Corporate DNA
Design Thinking in Corporate DNA
Design Thinking in Corporate DNA
Design Thinking in Corporate DNA
Design Thinking in Corporate DNA
Design Thinking in Corporate DNA
Design Thinking in Corporate DNA
Design Thinking in Corporate DNA
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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.
  • Transcript of "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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