"Design for Delight": Delivering experience as a product

From “Good” Experience to “Memorable” ExperienceAIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore

E x p e r ie n c e A s E c o n o m ic Va lu e Joseph Pine, MIT Sloan School of ManagementAIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore

What is a‘Memorable’ experience? AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore

NEUTRAL ANXIETY DELIGHT PLEASANT PLEASANT BOREDOM ANXIETY NEUTRAL BOREDOMA‘Memorable’ experience evokes intensepositive emotion in response to a specific

This is what ‘Intuit’ as a company stands for…AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore

Going beyond customer expectations in delivering ease and benefit, evoking positive emotion throughout the customer journey…D e s ig n f o r D e lig h t(D4 D) AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore

...so people buy more andtell others about theirexperienceD e s ig n f o r D e lig h t(D4 D) AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore

W h y w e e x is t a s a c o m p a n y… Mission: To be a premier innovative growth company that improves our customers’ financial lives so profoundly… they can’t imagine going back to the old way We serve these end customers “Better Money Outcomes” Financial… making & saving money, grow & profit C ons ume rs S m a ll B u s in e s s e s Productivity… turning drudgery into time for what matters most …and those who serve them Compliance… without even H e a lt h having to think about it F in a n c ia lA c c o unta nts C a re In s t it u t io n s Confidence… from the wisdom & P la y e r s experience of others

H o w w e d if f e r e n t ia t e … Intuit applies two core capabilities to delight customers… C u s t o m e r D r iv e n D e s ig n f o r D e lig h t In n o v a t io nFind an important That We Can Customer Solve Well Problem that’s Unsolved • Deliver the customer benefit • They actively use • They proactively recommend

D 4 D in t h e D N A o f t h e c ompa ny

T h r e e P illa r s o f D 4 D creatingknowing your multiple optionscustomers and thenbetter than they intentionallyknow choosing tothemselves... investigatethe better you those that haveknow your the potential tocustomer, the delight... tomore likely you come up with awill be to find a great idea, youway to delight need a lot ofthem! ideas! consistently trying out ideas with customers to gauge their response... make sure that you dont go very far down a path before getting feedback!

“No lunch. Cant afford togo out today. Yes, Thatswater for lunch. I mighthave to cut that expenseas well.”“I have looked at cuttingevery expense that I canthis year...” - Quickbooks Customer Deep Customer Empathy AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore

G o in g D e e p in E m p a t h y SAY THINKCustomer Interview Deriving High Level Debrief ‘Problem Statement DO FEEL Empathy Map

“The best way to have aGood idea is to have lotsof ideas” - Linus Pauling Go Broad to Go Narrow AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore

G o in g B r o a d t o G o N a rrowBrainstorming Clusters from to find Affinity analysis alternatives 2X2 Narrowing Matrix

“Many times my customersask me for a signedinvoice, it is treated as amark of mutual agreementon the price.” - Feedback from QuickBooks Online customer Rapid Experimentation with Customers AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore

V a lid a t in g o n t h e G oRapid Experimentation with Customers through Concept Storyboarding

Te s te d c o n c e p t toH y p o t h e s e s V a lid a t io n

M e a s u r in g w it h ‘ D e lig h t M e t r ic s ’ Ease1.Set Confidence Goals 1.Define Critical Tasks [majority selects top that people do most two boxes – score 6-7 of the time2.User opinion about Confidence Score Success Score 2.Identify their correct action taken barriers on a 7 point scale 3.Set target success3.How many would Unexpected Wow Positive Emotions rates recommend the 4. Report the % of product to others. Use users who ‘Net Promoter’ Score successfully 1.Set WOW goals. What completed tasks are the true delighters 2.Ask users to rate an experience on a 7 point scale 3.Report % of users who select top 2 choices: Much better than Expected & Somewhat Better than expected

C u s t o m e r L o v e M e t r ic s Would you recommend the product to othersE x t r e m e ly E x tre m lik e ly N e utr e ly al u n lik e ly 10 9 8 7 6 5 4 3 2 1 0 P ro mo te r D e tra c to r P a s s iv e Net P ro mo te r = % P ro mo te r minus % D e tra c to r S c ore

You can not decide the way forwardAssuming the answer already exists! AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore

You have to design the way forward New options need to be imagined AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore

That was a lot of talk.. How does it look in practice!AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore

D 4 D in P r a c t ic eIntuit Small Business Group (SBG) wanted tocreate a portal for Small Business in the US,where these businesses will come for assistance,information, and resources. Small Business Resource Center

1. D i s c o v e r : What do the Small Businessesneed The team started their journey with several rounds of Small Business and Financial Institution on-site visits and interviews to get Deep Customer Empathy. The objective of the visits was to get to know the customer by watching them do their daily work. Their goal was to observe the daily tasks and uncover existing problems and opportunities.

2 . D e f i n e : Articulate the problem you want tosolve Example of a Problem Statement After several rounds of on-site visits, the Intuit team met to review the observation notes and findings from each visits. The team went through several rounds of Painstorming and Brainstorming activities staring with creating clear Problem statements.

Persona Journey TouchDescription pointsEmpathynotes Prioritized Problem AreaAttitude &MotivationKeywords Customer Journey Line Mapping AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore

2 . D e f i n e : Articulate the problem you want tosolve Example of a Problem Statement After several rounds of on-site visits, the Intuit team met to review the observation notes and findings from each visits. The team went through several rounds of Painstorming and Brainstorming activities staring with creating clear Problem statements.

3 . V a l i d a t e : Rapidly iterate with customers Example of a Concept Storyboard The team continuously validated the emerging ideas with the customers (small businesses) to get valuable feedback and suggestions that helped them course correct and make the offering more fine tuned

4 . S y n t h e s i z e : Realize the most optimalsolution The solution brainstorming produced some interesting ideas, and it led to re-positioning the offering to be a vehicle between the small businesses and Financial Institutions who are looking to be ‘ t r u s t e d a d v i s o r s ’ to the small business communities

D 4 D Im p a c tWhere the team Where they started arrived D4D Strategic Advantage Active 2 way To a n Process channel Idea for SMB E n g a Small between g i n From a Community g Businesses and Information To o l FIs that Portal E x p emutual r ie provides n c e Customer benefits to both Delight Product Viability

Open to Questions…AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore

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"Design for Delight": Delivering experience as a product

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