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Back End of Innovation 2013: How We Innovate

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Suzanne Pellican, chief design strategist for Intuit Small Business Group, presents at Back End of Innovation 2013.

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Back End of Innovation 2013: How We Innovate

  1. 1. BACK END OF INNOVATION HOW WE INNOVATE NOVEMBER 22, 2013 SUZANNE PELLICAN #INTUITINC, @BEI13
  2. 2. OUR MISSION IMPROVE OUR CUSTOMERS’ FINANCIAL LIVES SO PROFOUNDLY… THEY CAN’T IMAGINE GOING BACK TO THE OLD WAY @INTUITINC #BEI13
  3. 3. CORE CAPABILITIES | HOW WE DIFFERENTIATE Customer-driven Innovation fin a n important problem Design for Delight that we and those we enable can solve well with durable advantage LOVE METRICS d Deliver the customer benefit Active product usage @INTUITINC #BEI13
  4. 4. TRADITIONAL THINKING DESIGN THINKING DESIGNING FOR CORRECT DESIGNING FOR DELIGHT Flawless planning Enlightened TRIAL & ERROR Avoid failure Fail FAST Rigorous analysis Rigorous TESTING Presentations Lightweight EXPERIMENTS Arm’s length customer research DEEP CUSTOMER IMMERSION CONTINUOUS Periodic DOING Thinking
  5. 5. TRADITIONAL THINKING DESIGN THINKING DESIGNING FOR CORRECT DESIGNING FOR DELIGHT 4 + 4 = 8 8 =4 + 4 =2 + 6 8 =4 X 2 = 12 - 4 8 = 24/3 Discovery of what is “right”. The so-called “correct” answer. Discovery of what WORKS. An infinity of POSSIBLE answers. @INTUITINC #BEI13
  6. 6. DESIGN FOR DELIGHT EVOKING POSITIVE EMOTION BY GOING BEYOND CUSTOMER EXPECTATIONS IN EASE AND BENEFIT THROUGHOUT THEIR CUSTOMER JOURNEY NOVEMBER 22, 2013 ...so people buy more and tell others about their experience
  7. 7. DESIGN FOR DELIGHT @INTUITINC #BEI13
  8. 8. DEEP CUSTOMER EMPATHY KNOW YOUR CUSTOMER BETTER THAN THEY KNOW THEMSELVES
  9. 9. GO BROAD TO GO NARROW TO GET TO ONE GREAT IDEA, YOU MUST CREATE LOTS OF IDEAS
  10. 10. GO BROAD TO GO NARROW CHOOSE WHAT’S MOST DELIGHTFUL, NOT WHAT’S EASIEST…OR CHEAPEST…
  11. 11. RAPID EXPERIMENTS WITH CUSTOMERS WATCHING WHAT THEY DO IS WAY BETTER THAN LISTENING TO WHAT WE SAY
  12. 12. INNOVATION MECHANISMS DEMOCRATIZED INNOVATION UNSTRUCTURED TIME … 10% time to pursue your ideas INNOVATION AWARDS … 3 months time for top innovators BRAINSTORM …connecting people to help ideas grow IDEA JAMS …dedicated day to move ideas forward 180 INNOVATION CATALYSTS …drive D4D in the DNA to drive innovation RAPID EXPERIMENTS, LEAN START-INS …test our hypotheses with customers “in the wild” @INTUITINC #BEI13
  13. 13. UNSTRUCTURED TIME 10% TIME TO EXPLORE YOUR PASSION Use it weekly Use it weekly Accumulate blocks of time @INTUITINC #BEI13
  14. 14. INNOVATION AWARDS REWARDING AND RETAINING OUR TOP INNOVATORS Scott Cook Innovation Award Scott Cook Founder’s Award @INTUITINC #BEI13
  15. 15. IDEA JAMS DEDICATED DAY(S) TO MOVE IDEAS FORWARD @INTUITINC #BEI13
  16. 16. INNOVATION CATALYSTS
  17. 17. OUR SPACE LET’S TAKE A TOUR

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