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



Leah Buley's presentation at UX STRAT 2013

Leah Buley's presentation at UX STRAT 2013



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

  • 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, technology and new ways to work.
  • 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 people who are accountants
  • 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 • Involve each other in key sessions
  • 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 opportunities
  • 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
  • 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 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
  • 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. 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.
  • 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 gadfly Make it vivid and sensory Illustration courtesy of Parker Martin from the Noun Project
  • Thanks! leah_buley@intuit.com leahbuley.com @ugleah
  • uxteamofone.com discount code UXPABULEY for 20% off