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Design experimentation at intuit

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Presentation to Stanford d-school class "Rapid Experiments for Design"

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Design experimentation at intuit

  1. 1. MY INTRO ANDREA GALLAGHER DESIGN EXPERIMENTATION AT INTUIT RAPID EXPERIMENTSMAY 11, 2015
  2. 2. ANDREA GALLAGHER COGNITIVE PSYCH, INFORMATION ARCHITECT, DESIGN RESEARCHER, INNOVATION CATALYST
  3. 3. DESIGN FOR DELIGHT DESIGN FOR DELIGHT
  4. 4. INNOVATION CATALYSTS
  5. 5. THERE ARE NO “FAILED” EXPERIMENTS APPS.COM AND SOCIAL PROOF CONFIDENTIAL7
  6. 6. Our goal – help small business owners feel confident that they’ve found an app that works for them CONFIDENTIAL 8 APPS.COM
  7. 7. CONFIDENTIAL 9
  8. 8. WITHOUT AN ASPIRATIONAL VISION, IT’S HARD TO PIVOT FALL IN LOVE WITH THE PROBLEM, NOT THE SOLUTION DESIGNING FOR CORRECT A BEHAVIOR IS WORTH A THOUSAND WORDS Watch what they do versus listen to what they say they would do A COUPLE OF INSIGHTS
  9. 9. OUR VISION CONFIDENTIAL 11 A SMALL BUSINESS OWNER SHOULD FEEL CONFIDENT WHEN THEY FIND THE APP THAT IS JUST RIGHT FOR THEM
  10. 10. CONFIDENTIAL 12 EXPERIMENT 1 BELIEF: reviews from the same industry are more valuable than general reviews HYPOTHESIS: when looking at an app page with reviews, participants will click to select their own industry
  11. 11. CONFIDENTIAL 13 EXPERIMENT 1 RESULT: No one clicked
  12. 12. CONFIDENTIAL 14 EXPERIMENT 2 NEXT HYPOTHESIS: Reviews don’t matter, but knowing who uses it does
  13. 13. CONFIDENTIAL 15 EXPERIMENT 2 RESULT: all 5 clicked industry to show number of users
  14. 14. BUT WAIT! WE KNOW BUSINESS OWNERS CARE ABOUT REVIEWS – THEY TELL US THOSE STORIES MATTER
  15. 15. CONFIDENTIAL 17 EXPERIMENT 3 HYPOTHESIS: Business owners will review, if asked by someone they know
  16. 16. CONFIDENTIAL 18 EXPERIMENT 3 RESULT: Of the 6 participants, 6 said “add me to the users”, 5 said “show my vendors and customers, 4 said “let them contact me”. 0 said “spam them with email.”
  17. 17. CONFIDENTIAL 19 AND WHAT’S OUR INSIGHT? Reviews Usage Industry X PeopleIknow X
  18. 18. THANKS! NEXT… CONFIDENTIAL20

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