The document discusses Intuit's transition from being a customer-focused, easy-to-use software company to becoming a design-driven technology company. It describes how Intuit shifted from prioritizing requirements and risk aversion to focusing on design thinking and creating positive customer experiences. The company moved from designing for correctness to designing for customer delight. This involved developing deep customer empathy, running rapid experiments, and having design lead their brand and products. The changes helped Intuit reimagine QuickBooks and galvanize their organization around an innovative vision.

1. Suzanne Pellican
@Pellican
#IntuitDesign
#DesignForDelight
from Design Thinking
to Design Driven

2. Intuit is…
Customer Focused
Design Driven
Technology Company

3. Our Mission
We exist to improve customers’
financial lives so profoundly,
they can’t imagine going back to
the old way.

4. Customer-driven Innovation Design for Delight
find an
important
problem
that we and
those we enable
can solve well
with durable
advantage
Two Core Capabilities

5. It’s 9 years in the making…
How did we get here?

6. Act 1
1983 - 2007

7. 20 years of market dominance
Customer centric
EASY and SIMPLE

8. By building like this
Requirements Design Build User
Experience

9. Designing for Correct
Six Sigma
Risk Aversion
ContinuousImprovement

10. What gets you here,
won’t get you there.

11. Act 2
2007 – 2013
Creating a culture
of innovation

12. Evoking positive
emotion by going
beyond customer
expectations in
ease and benefit
throughout their
customer journey
...so people buy more and tell
others about their experience

13. The big national stores can buy and sell
thousands of designs. I have to buy just a few
of many different designs, and it costs more.
– Julie, Owner, Paper Caper
“
Deep Customer Empathy
Know your customer better than they know themselves.

14. Go Broad to Go Narrow
To get to one good idea, you must create lots of ideas.
Choose what’s most delightful, not was easiest… or cheapest…

15. Rapid Experiments with Customers
Watch what they do more than listen to what they say

16. That goes for culture too.

17. Ceo offsite

22. All of this in the context of
massive shifts.

23. The shifts
Desktop
US
Units
Product
Cloud
Global
Subs
Platform

24. Too many ideas
Method madness
Poor execution

25. Act 3
2013 – today
Executing on
innovation

26. Focus the business
Design at the table
Design leads brand
Full stack systems

27. Harmony
Design-driven re-imagination of QB in the cloud
2013

28. Ignite
Galvanize an entire organization around abold vision
2013

29. Leadership commitment
Design becomes the newnorm
“We are a design-driven company”
- Brad Smith
2014

30. The QuickBooks brand
Design-driven approach to bringingourbrand to life
2015

31. Redefining Research
Vision and strategy from durableset of insights
2015

32. One Intuit design system
Beautiful and Believable Seams

33. Commit to design excellence
Nailing the customer benefits

34. How we build today
Build Design
Requirements
User
Experience
Insights

35. With the privilege & recognition
of DESIGN, comes the responsibility

36. Thank you!
@pellican
#IntuitDesign
#DesignForDelight