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Designed To Last (Kaaren Hanson at Enterprise UX 2017)

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Kaaren Hanson: "Designed To Last"
Enterprise UX 2017 • June 8-9, 2017 • San Francisco, CA, USA
http://2017.enterpriseux.net

Published in: Design
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Designed To Last (Kaaren Hanson at Enterprise UX 2017)

  1. 1. DESIGNED
 TO LAST KAAREN HANSON
  2. 2. LEGACY
  3. 3. LEGACY
 IMPACT THAT LASTS
  4. 4. 1983 
 INTUIT IS 
 LAUNCHED
  5. 5. CUSTOMERS + 
 EASE OF USE
  6. 6. CUSTOMERS + 
 EASE OF USE
  7. 7. CUSTOMERS + 
 EASE OF USE REVENUE PRODUCTS EMPLOYEES SILOS COMPLEXITY DISTRACTIONS
  8. 8. 2003 
 JUMPING IN
  9. 9. CURRENT STATE?
  10. 10. AVERAGE CURRENT STATE
  11. 11. “WE HAVE THE BEST USER EXPERIENCE!”
  12. 12. “WE HAVE THE BEST USER EXPERIENCE!”
  13. 13. “WE HAVE THE BEST USER EXPERIENCE!” “NO. WE'RE AVERAGE.”
  14. 14. WHAT’S
 BEYOND
 EASE?
  15. 15. WHAT’S
 BEYOND
 EASE?
  16. 16. WHAT’S
 BEYOND
 EASE?
  17. 17. 
 DELIGHT

  18. 18. 
 DELIGHT

  19. 19. D4D DESIGN FOR 
 DELIGHT
  20. 20. “I HAD NEVER
 SEEN SOMETHING LIKE THIS BEFORE.” “IT WAS FUN–
 I WANTED TO USE IT AGAIN.” “EVERYTHING
 WORKED!” “SO MUCH BETTER 
 THAN I EXPECTED. “IT WAS SO
 SIMPLE, 
 BUT SO 
 BRILLIANT.”
  21. 21. “I HAD NEVER
 SEEN SOMETHING LIKE THIS BEFORE.”“IT WAS FUN–
 I WANTED TO USE IT AGAIN.” “EVERYTHING
 WORKED!” “SO MUCH BETTER 
 THAN I EXPECTED. “IT WAS SO
 SIMPLE, 
 BUT SO 
 BRILLIANT.” 
 DELIGHT

  22. 22. ANNUALIZED SHAREHOLDER 
 RETURN (2004-2006) EXECUTIVE BUY-IN JAN 2004 JUN
 2004 JAN
 2005 JUN
 2005 JUN 2006 JAN 2006 JAN 2007 S&P 500
  23. 23. D4DDESIGN FOR 
 DELIGHT
  24. 24. D4DDESIGN FOR 
 DELIGHT DELIGHT FORUM
  25. 25. D4DDESIGN FOR 
 DELIGHT D4D PROCESS
  26. 26. DISCUSSION PROCESS COMMIT TO NEW BEHAVIORS D4DDESIGN FOR 
 DELIGHT INSPIRATION
  27. 27. D4D YEAR 1 RESULTS: NOTHING
  28. 28. INTUIT DESIGN-DRIVEN COMPANY =
  29. 29. D4D DESIGN FOR 
 DELIGHT
  30. 30. 1. NO NEW 
 CONTENT 2. BETTER BE AMAZING
  31. 31. “IF THINGS GET MUCH 
 WORSE, I’LL START
 HAVING WATER FOR
 BREAKFAST TOO.”
  32. 32. INNOVATION
 CATALYSTS
  33. 33. INNOVATION
 CATALYSTS
  34. 34. 1. GIVE D4D AWAY
  35. 35. 1. GIVE D4D AWAY 2. NOT EVERYONE IS A CATALYST
  36. 36. 1. GIVE D4D AWAY 2. NOT EVERYONE IS A CATALYST 3. POWER OF THE POSSE
  37. 37. INNOVATION
 CATALYSTS
  38. 38. INNOVATION
 CATALYSTS
  39. 39. STRONG
 DESIGN CRAFT
  40. 40. STRONG
 DESIGN CRAFT MORE 
 DESIGNERS MORE DESIGN 
 LEADERSHIP
  41. 41. EXTERNAL
 RATIOS DESIGNER PMS
  42. 42. BAD UX
 COMPANIES EXTERNAL
 RATIOS DESIGNER PMS
  43. 43. BAD UX
 COMPANIES EXTERNAL
 RATIOS DESIGNER PMS ≥2:1 ≤1:1
  44. 44. INTERNAL
 RATIOS
  45. 45. D PM D PM D PM PM D PM D D PM PM D PM INTERNAL
 RATIOS
  46. 46. D PM D PM D PM PM D PM D D PM PM D D D D D PM D INTERNAL
 RATIOS D
  47. 47. D PM D PM D PM PM D PM D D PM PM D D D D D PM D INTERNAL
 RATIOS D 2:1 3:1 2:1 2:1
  48. 48. BUILDING DESIGN LEADERSHIP DESIGNERS DIRECTORS & STRATEGISTS VP-LEVEL
  49. 49. BUILDING DESIGN LEADERSHIP DESIGNERS DIRECTORS & STRATEGISTS VP-LEVEL
  50. 50. “DESIGN-DRIVEN COMPANIES OUTPERFORM S&P BY 228% OVER 10 YEARS.” – HBR BLOG/DESIGN MANAGEMENT INSTITUTE 2013
  51. 51. “WE ARE A DESIGN-DRIVEN INNOVATIVE GROWTH 
 COMPANY, THAT GETS BETTER EVERY DAY.”
 – BRAD SMITH
  52. 52. 2007 2008 2009 2010 2011 2012 2013 201720152014 2016 INTUIT S&P 500 CRAFT &
 LEADERSHIP D4D
  53. 53. Articulate YOUR
 VISION 1
  54. 54. WIN HEARTS & MINDS 2
  55. 55. GIVE IT AWAY 3
  56. 56. 4 Scale USE SIZE TO YOUR
 ADVANTAGE
  57. 57. VISION WIN HEARTS 
 & MINDS GIVE IT 
 AWAY USE SIZE TO YOUR ADVANTAGE
  58. 58. LEGACY
 IMPACT THAT LASTS

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