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Design Thinking in Corporate DNA


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We all know that innovation in large companies is hard. Inertia combined with business realities make it difficult for teams to move fast and drive innovation. Over the past few years, Intuit has been on a transformational journey to become a premier innovative company by embracing the principles of design thinking and lean experimentation. This presentation shares some of the lessons learned.

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Design Thinking in Corporate DNA

  1. 1. DESIGN THINKING IN CORPORATE DNA Lionel Mohri, @D4Change Design Strategist, Intuit Co-Founder, Hummus Apparel
  2. 2. From : Poh, M.Z., Swenson, N.C., Picard, R.W., "A Wearable Sensor for Unobtrusive, Long-term Assessment of Electrodermal Activity," IEEE Transactions on Biomedical Engineering, vol.57, no.5, pp.1243- 1252, May 2010. doi: 10.1109/TBME.2009.2038487
  3. 3. Our version of the classroom
  4. 4. The real world
  5. 5. inspirationrigor A culture of innovation and experimentation
  6. 6. Deliver the customer benefit Active product usage Proactive word of mouth Customer-driven Innovation Design for Delight LOVE METRICS fin d an important problem that we and those we enable can solve well with durable advantage
  7. 7. Evoking positive emotion by going beyond customer expectations in delivering ease and benefit throughout their journey. ...and people will tell others about their awesome experience. Design for Delight.
  8. 8. “Design for Delight is our number 1 weapon and there is no #2” - Scott Cook, Intuit Founder
  10. 10. It’s simple*… EMPOWER ENABLE EXPECT *try at your own risk
  11. 11. Democratize Innovation
  12. 12. Create space for passion
  13. 13. Use it weekly 10% to explore your passion Use it weekly Accumulate blocks of time
  14. 14. Lead with experiments
  15. 15. assumptions leap of faith MVP vision metrics validated learning lean build hypotheses pivot persevere lean experiment
  16. 16. Experiment to validate Experiment to learn
  17. 17. Help leaders redefine their roles
  18. 18. lessons learned
  19. 19. no vision. no pivot.
  20. 20. scrappy does not mean crappy.
  21. 21. simple rules can change behaviors.
  22. 22. skip the head. go for the gut.
  23. 23. there is no right answer
  24. 24. there is no right answer other than getting started…