0
of Corporate
LEAH BULEY · UXSTRAT 2013
Marriage
The
& UX Strategy
mission improve people s financial lives
annual revenue $4.15 billion
size 8500 employees
innovation at Intuit
10% time
innovation at Intuit
horizon planning
H1
H2
H3
innovation at Intuit
d4d
innovation at Intuit
IAT
IAT’s Mission
Accelerate Intuit’s journey
to be a premier innovative
growth company through
game changing design,
technolo...
Leah Buley
Design Strategist & Author of
The User Experience Team of One
How We Work
Partner With
Business Units
Reimagine Our
Core Products
1 2
Partner With Business Units
e.g., QuickBooks for iPad1
! !!
Reimagine Our Core Products
e.g., Small Business 20202
2012
Reimagine
Payments
Interesting things afoot in payments
New ways to pay
New ways to get paid
New banking alternatives
New currencies
New economies
What are the
implications for...
people who do taxes
people who track their finances
people who own small businesses
peopl...
strat·e·gy noun
: an adaptation that
serves an important
function in achieving
evolutionary success
+!
Who is our customer?
Us
Business
Unit
End
User
It s corporate strategy
Surprise!
Us Business
Unit
End
User
Corp
Strat
UX
Strategy
Corporate
Strategy
CEO SPONSORED
BU INSPIRED
Our Approach
Their Approach
Our first attempt to
unify wasn t very
unified
You must
work
together
Illustration courtesy of Piotrek Chuchla from the Noun Project
Combined Approach
Terms of
Engagement
• Run as separate teams
• Appoint a liaison
• Weekly team meetings
• Share material back and forth
• I...
Corp strat s strengths
Competitive analysis
Corp strat s strengths
ENTERPRISE
MID-
MARKET
MAIN STREET
MICRO-
BUSINESSES
0 1K 10K 100K 1M 5M 20M
Spotting market
opport...
YEAR 1
Competitor X Establishes
Minimum Viable Product
Corp strat s strengths
Using case studies for predictive planning
Y...
UX strat’s
strengths
Seeing Into
People’s Lives
UX strat s strengths
Trendspotting
UX strat s strengths
Envisioning
experiences
CORPORATE STRATEGY
IS GOOD AT
UX STRATEGY
IS GOOD AT
Identifying market opportunities
Gathering data on competitors
Applyi...
Together,
the two can
animate the
whole
organism
It finally happened
We got a seat
Research
Probes
There are a lot of
autopays. My only worry is
out of sight, out of mind. If
you switch, you could still
pay for the old. O...
Unfocus
Group
Field
Research
Customer
Insights
Experience
Opportunities
Internal
Science Fair
Concept
Cookbook
An
opportunity
framework +
5 concepts
Notional
Product
Ideas
Flipbooks
Walkthrough
Exhibit
Vision
Videos
Roadmapping
Session
You ve taken
something
prosaic and
made it beautiful.
“
”!
Lessons when partnering
with corporate strategy
You stand for the
customer
Look to their
data for focus
Be a friendly gadf...
Thanks!
leah_buley@intuit.com
leahbuley.com
@ugleah
uxteamofone.com
discount code UXPABULEY for 20% off
UX STRAT 2013: Leah Buley, The Marriage of Corporate & UX Strategy
UX STRAT 2013: Leah Buley, The Marriage of Corporate & UX Strategy
UX STRAT 2013: Leah Buley, The Marriage of Corporate & UX Strategy
UX STRAT 2013: Leah Buley, The Marriage of Corporate & UX Strategy
UX STRAT 2013: Leah Buley, The Marriage of Corporate & UX Strategy
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UX STRAT 2013: Leah Buley, The Marriage of Corporate & UX Strategy

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Leah Buley's presentation at UX STRAT 2013

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Transcript of "UX STRAT 2013: Leah Buley, The Marriage of Corporate & UX Strategy"

  1. 1. of Corporate LEAH BULEY · UXSTRAT 2013 Marriage The & UX Strategy
  2. 2. mission improve people s financial lives annual revenue $4.15 billion size 8500 employees
  3. 3. innovation at Intuit 10% time
  4. 4. innovation at Intuit horizon planning H1 H2 H3
  5. 5. innovation at Intuit d4d
  6. 6. innovation at Intuit IAT
  7. 7. IAT’s Mission Accelerate Intuit’s journey to be a premier innovative growth company through game changing design, technology and new ways to work.
  8. 8. Leah Buley Design Strategist & Author of The User Experience Team of One
  9. 9. How We Work Partner With Business Units Reimagine Our Core Products 1 2
  10. 10. Partner With Business Units e.g., QuickBooks for iPad1
  11. 11. ! !! Reimagine Our Core Products e.g., Small Business 20202
  12. 12. 2012 Reimagine Payments
  13. 13. Interesting things afoot in payments New ways to pay
  14. 14. New ways to get paid
  15. 15. New banking alternatives
  16. 16. New currencies
  17. 17. New economies
  18. 18. What are the implications for... people who do taxes people who track their finances people who own small businesses people who are accountants
  19. 19. strat·e·gy noun : an adaptation that serves an important function in achieving evolutionary success
  20. 20. +!
  21. 21. Who is our customer? Us Business Unit End User
  22. 22. It s corporate strategy Surprise! Us Business Unit End User Corp Strat
  23. 23. UX Strategy Corporate Strategy CEO SPONSORED BU INSPIRED
  24. 24. Our Approach
  25. 25. Their Approach
  26. 26. Our first attempt to unify wasn t very unified
  27. 27. You must work together Illustration courtesy of Piotrek Chuchla from the Noun Project
  28. 28. Combined Approach
  29. 29. Terms of Engagement • Run as separate teams • Appoint a liaison • Weekly team meetings • Share material back and forth • Involve each other in key sessions
  30. 30. Corp strat s strengths Competitive analysis
  31. 31. Corp strat s strengths ENTERPRISE MID- MARKET MAIN STREET MICRO- BUSINESSES 0 1K 10K 100K 1M 5M 20M Spotting market opportunities
  32. 32. YEAR 1 Competitor X Establishes Minimum Viable Product Corp strat s strengths Using case studies for predictive planning YEAR 4 Improves Penetration of Profitable Features YEAR 7 Improves Economics YEAR 10 Expands Customer Ecosystem YEAR 13 Builds Value Added Services YEAR 16 Enables New Workflows
  33. 33. UX strat’s strengths Seeing Into People’s Lives
  34. 34. UX strat s strengths Trendspotting
  35. 35. UX strat s strengths Envisioning experiences
  36. 36. CORPORATE STRATEGY IS GOOD AT UX STRATEGY IS GOOD AT Identifying market opportunities Gathering data on competitors Applying case studies from market analogs Understanding and developing pricing models Forecasting future penetration and revenue Influencing decision makers Identifying customer insights Taking inspiration from other domains Understanding current product trends and customer expectations Envisioning and validating new offerings Painting compelling pictures of the future Influencing product teams Illustrations courtesy of Jardson Araujo and Ilsur Aptukov from The Noun Project
  37. 37. Together, the two can animate the whole organism
  38. 38. It finally happened We got a seat
  39. 39. Research Probes
  40. 40. There are a lot of autopays. My only worry is out of sight, out of mind. If you switch, you could still pay for the old. Or, if it shuts off, and it doesn t notify you. That s scary that a business could need that. I wouldn t use that feature. The idea that you wouldn t already know that you are net positive is implausible. I took this to be Outlook. That's really important for us. Everyone in our office is able to track the time they spend and color code for different jobs, which we bill 15 minutes at a time. All of those numbers feed into our business software.
  41. 41. Unfocus Group
  42. 42. Field Research
  43. 43. Customer Insights
  44. 44. Experience Opportunities
  45. 45. Internal Science Fair
  46. 46. Concept Cookbook
  47. 47. An opportunity framework + 5 concepts
  48. 48. Notional Product Ideas
  49. 49. Flipbooks
  50. 50. Walkthrough Exhibit
  51. 51. Vision Videos
  52. 52. Roadmapping Session
  53. 53. You ve taken something prosaic and made it beautiful. “ ”!
  54. 54. Lessons when partnering with corporate strategy You stand for the customer Look to their data for focus Be a friendly gadfly Make it vivid and sensory Illustration courtesy of Parker Martin from the Noun Project
  55. 55. Thanks! leah_buley@intuit.com leahbuley.com @ugleah
  56. 56. uxteamofone.com discount code UXPABULEY for 20% off
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