Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
A HANDS-ON LOOK AT 
DORELLE RABINOWITZ 
ERICA DECKER 
MOBILE + WEB DEVCON 
DESIGNING FOR 
THE IPAD 
JANUARY 29, 2014
ERICA 
DECKER 
DORELLE 
RABINOWITZ 
@twitterissilly 
ericadecker.com 
@dorelvis 
dorelvis.com
OUR MISSION 
IMPROVE OUR 
CUSTOMERS’ 
FINANCIAL LIVES 
SO PROFOUNDLY… 
THEY CAN’T 
IMAGINE GOING 
BACK TO THE OLD 
WAY
QUICKBOOKS 101: 
INTRO TO 
QUICKBOOKS FOR 
IPAD
QUICKBOOKS FOR IPAD 
INITIALLY TARGETED 
FOR VERY SMALL, 
SERVICE-BASED 
BUSINESSES, 
IT’S AN IOS NATIVE 
APP DESIGNED 
SP...
QUICKBOOKS FOR IPAD 
INITIALLY TARGETED 
FOR VERY SMALL, 
SERVICE-BASED 
BUSINESSES, 
IT’S AN IOS NATIVE 
APP DESIGNED 
SP...
QUICKBOOKS FOR IPAD 
INITIALLY TARGETED 
FOR VERY SMALL, 
SERVICE-BASED 
BUSINESSES, 
IT’S AN IOS NATIVE 
APP DESIGNED 
SP...
QUICKBOOKS FOR IPAD 
CREATE ESTIMATES 
& INVOICES
QUICKBOOKS FOR IPAD 
CREATE ESTIMATES 
& INVOICES
QUICKBOOKS FOR IPAD 
GET SIGNATURES
QUICKBOOKS FOR IPAD 
TAKE NOTES
QUICKBOOKS FOR IPAD 
GET PAID
QUICKBOOKS FOR IPAD 
CAPTURE EXPENSES
QUICKBOOKS FOR IPAD 
SEE HOW YOUR 
BUSINESS IS DOING
QUICKBOOKS 2014
QUICKBOOKS 2011 
Online 
Mobile 
Desktop
PRODUCT JOURNEY 
Phase 1 
Reinvent everything 
Phase 2 
Integrate with older products 
Phase 3 
…and beyond! 
Develop the ...
“ 
I DON’T HAVE A 
DESIGNER. I HAVE 
TO DO IT MYSELF. 
—SOME DEVELOPER 
”
“ 
HOW DO I 
WORK WITH MY 
DEVELOPERS? 
— DORELLE (AND YOU?) 
”
“ 
ARE THERE DESIGN 
THINGS I CAN DO, 
EVEN THOUGH I’M A 
DEVELOPER? 
—SOME DEVELOPER 
”
DESIGN-LED DOESN’T 
MEAN DESIGNER-LED.
VISION & DESIGN PRINCIPLES 
DESIGN PROCESS 
COLLABORATION 
1 
2 
3
VISION 
& DESIGN PRINCIPLES
VISION & DESIGN PRINCIPLES 
A PRODUCT VISION INSPIRES AND ALIGNS THE TEAM 
TO DELIVER NOTHING 
LESS THAN AWESOME.
VISIONS & DESIGN PRINCIPLES 
VS
Sam 
Owner & Sole Proprietor 
Bruce 
Contractor, works on site 
Wendy 
Contractor, helps at the office 
VISION & DESIGN PR...
Help me provide 
great customer service 
on the go. 
Help me stay 
organized 
Help me look 
professional and 
land the job...
VISIONS & DESIGN PRINCIPLES 
ECOSYSTEM DESIGN PRINCIPLES 
Our apps should work in harmony with each other. 
Establish mode...
VISIONS & DESIGN PRINCIPLES 
OUR APPS SHOULD WORK IN HARMONY 
Mac iPad iPhone
iPad Mac 
iPhone 
VISIONS & DESIGN PRINCIPLES 
SIMPLE. EASY TO USE, GUIDING
iPad Mac 
iPhone 
VISIONS & DESIGN PRINCIPLES 
DATA IS KING
Mac 
VISIONS & DESIGN PRINCIPLES 
CONTEXT IS QUEEN 
iPad iPhone
iPad 
iPhone 
VISIONS & DESIGN PRINCIPLES 
DESIGN FOR THE USER
VISIONS & DESIGN PRINCIPLES 
CREATE OWNABLE MOMENTS
ALIGNING ON VISION & DESIGN PRINCIPLES 
KEEPS THE TEAM 
ON TRACK.
RE-IMAGINING QUICKBOOKS 
OUR DESIGN 
PROCESS
DESIGN PROCESS
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...
CONFIDENTIAL 
DESIGN PROCESS 
DEEP CUSTOMER EMPATHY 
Follow me homes… Customer workshops… Alpha users… 
Interviews…Diary s...
VISIT AND OBSERVE 
YOUR CUSTOMERS.
CONFIDENTIAL 
DESIGN PROCESS 
GO BROAD TO GO NARROW
IT’S OKAY TO CHANGE DIRECTION AS LONG AS 
YOU’RE SOLVING THE 
RIGHT PROBLEMS.
CONFIDENTIAL 
DESIGN PROCESS 
RAPID EXPERIMENTS WITH CUSTOMERS
DESIGN, BUILD, 
ITERATE. OFTEN.
DESIGN PROCESS 
DESIGN PROCESS CHALLENGES 
1. Each Quickbooks product has a different roadmap and schedule. 
2. When we st...
DESIGN PROCESS 
THE SILVER LINING 
Intuit has a team responsible for our relationship with Apple.
GETTING THINGS DONE THROUGH 
COLLABORATION
CONFIDENTIAL 
COLLABORATION 
COLLABORATING WITH CROSS-FUNCTIONAL TEAMS
COLLABORATION 
COMMUNICATION TIP 
SHARE, SHARE, SHARE
COLLABORATION 
COMMUNICATION TIP 
ASSUME BEST 
INTENTIONS
COLLABORATION 
COMMUNICATION TIP 
WHEN YOU WANT 
FEEDBACK, BE VERY 
SPECIFIC ABOUT WHAT 
YOU'RE LOOKING FOR.
COLLABORATION 
CHALLENGES 
!
GREAT PRODUCTS COME FROM 
GREAT, 
COLLABORATIVE 
TEAMS
VISION & DESIGN PRINCIPLES 
Use to keep the team aligned. 
DESIGN PROCESS 
Doesn’t have to be linear… design, build, itera...
Thank you
Upcoming SlideShare
Loading in …5
×

A Hands-on Look at Designing for the iPad

812 views

Published on

This is a case study about designing QuickBooks Online for the iPad. We share our vision and design principles, our process, and how we collaborated across our company.

Published in: Design
  • Be the first to comment

A Hands-on Look at Designing for the iPad

  1. 1. A HANDS-ON LOOK AT DORELLE RABINOWITZ ERICA DECKER MOBILE + WEB DEVCON DESIGNING FOR THE IPAD JANUARY 29, 2014
  2. 2. ERICA DECKER DORELLE RABINOWITZ @twitterissilly ericadecker.com @dorelvis dorelvis.com
  3. 3. OUR MISSION IMPROVE OUR CUSTOMERS’ FINANCIAL LIVES SO PROFOUNDLY… THEY CAN’T IMAGINE GOING BACK TO THE OLD WAY
  4. 4. QUICKBOOKS 101: INTRO TO QUICKBOOKS FOR IPAD
  5. 5. QUICKBOOKS FOR IPAD INITIALLY TARGETED FOR VERY SMALL, SERVICE-BASED BUSINESSES, IT’S AN IOS NATIVE APP DESIGNED SPECIFICALLY FOR THE IPAD.
  6. 6. QUICKBOOKS FOR IPAD INITIALLY TARGETED FOR VERY SMALL, SERVICE-BASED BUSINESSES, IT’S AN IOS NATIVE APP DESIGNED SPECIFICALLY FOR THE IPAD.
  7. 7. QUICKBOOKS FOR IPAD INITIALLY TARGETED FOR VERY SMALL, SERVICE-BASED BUSINESSES, IT’S AN IOS NATIVE APP DESIGNED SPECIFICALLY FOR THE IPAD.
  8. 8. QUICKBOOKS FOR IPAD CREATE ESTIMATES & INVOICES
  9. 9. QUICKBOOKS FOR IPAD CREATE ESTIMATES & INVOICES
  10. 10. QUICKBOOKS FOR IPAD GET SIGNATURES
  11. 11. QUICKBOOKS FOR IPAD TAKE NOTES
  12. 12. QUICKBOOKS FOR IPAD GET PAID
  13. 13. QUICKBOOKS FOR IPAD CAPTURE EXPENSES
  14. 14. QUICKBOOKS FOR IPAD SEE HOW YOUR BUSINESS IS DOING
  15. 15. QUICKBOOKS 2014
  16. 16. QUICKBOOKS 2011 Online Mobile Desktop
  17. 17. PRODUCT JOURNEY Phase 1 Reinvent everything Phase 2 Integrate with older products Phase 3 …and beyond! Develop the entire small business ecosystem Develop the mobile ecosystem
  18. 18. “ I DON’T HAVE A DESIGNER. I HAVE TO DO IT MYSELF. —SOME DEVELOPER ”
  19. 19. “ HOW DO I WORK WITH MY DEVELOPERS? — DORELLE (AND YOU?) ”
  20. 20. “ ARE THERE DESIGN THINGS I CAN DO, EVEN THOUGH I’M A DEVELOPER? —SOME DEVELOPER ”
  21. 21. DESIGN-LED DOESN’T MEAN DESIGNER-LED.
  22. 22. VISION & DESIGN PRINCIPLES DESIGN PROCESS COLLABORATION 1 2 3
  23. 23. VISION & DESIGN PRINCIPLES
  24. 24. VISION & DESIGN PRINCIPLES A PRODUCT VISION INSPIRES AND ALIGNS THE TEAM TO DELIVER NOTHING LESS THAN AWESOME.
  25. 25. VISIONS & DESIGN PRINCIPLES VS
  26. 26. Sam Owner & Sole Proprietor Bruce Contractor, works on site Wendy Contractor, helps at the office VISION & DESIGN PRINCIPLES
  27. 27. Help me provide great customer service on the go. Help me stay organized Help me look professional and land the job! VISION & DESIGN PRINCIPLES
  28. 28. VISIONS & DESIGN PRINCIPLES ECOSYSTEM DESIGN PRINCIPLES Our apps should work in harmony with each other. Establish modern and iconic ownable moments. Be simple, easy to use, and guiding. Design for the user and instill confidence. Celebrate data while respecting user and device context.
  29. 29. VISIONS & DESIGN PRINCIPLES OUR APPS SHOULD WORK IN HARMONY Mac iPad iPhone
  30. 30. iPad Mac iPhone VISIONS & DESIGN PRINCIPLES SIMPLE. EASY TO USE, GUIDING
  31. 31. iPad Mac iPhone VISIONS & DESIGN PRINCIPLES DATA IS KING
  32. 32. Mac VISIONS & DESIGN PRINCIPLES CONTEXT IS QUEEN iPad iPhone
  33. 33. iPad iPhone VISIONS & DESIGN PRINCIPLES DESIGN FOR THE USER
  34. 34. VISIONS & DESIGN PRINCIPLES CREATE OWNABLE MOMENTS
  35. 35. ALIGNING ON VISION & DESIGN PRINCIPLES KEEPS THE TEAM ON TRACK.
  36. 36. RE-IMAGINING QUICKBOOKS OUR DESIGN PROCESS
  37. 37. DESIGN PROCESS
  38. 38. 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. So many POSSIBLE answers. TRADITIONAL THINKING DESIGNING FOR DELIGHT DESIGNING FOR CORRECT DESIGN THINKING
  39. 39. CONFIDENTIAL DESIGN PROCESS DEEP CUSTOMER EMPATHY Follow me homes… Customer workshops… Alpha users… Interviews…Diary studies…Personas
  40. 40. VISIT AND OBSERVE YOUR CUSTOMERS.
  41. 41. CONFIDENTIAL DESIGN PROCESS GO BROAD TO GO NARROW
  42. 42. IT’S OKAY TO CHANGE DIRECTION AS LONG AS YOU’RE SOLVING THE RIGHT PROBLEMS.
  43. 43. CONFIDENTIAL DESIGN PROCESS RAPID EXPERIMENTS WITH CUSTOMERS
  44. 44. DESIGN, BUILD, ITERATE. OFTEN.
  45. 45. DESIGN PROCESS DESIGN PROCESS CHALLENGES 1. Each Quickbooks product has a different roadmap and schedule. 2. When we started work we assumed that small business owners would carry their iPads with them while they are on the go, and that actually isn't always the case. 3. We wanted to get it done fast. We were an agile team, and the developers were building faster than the designers.
  46. 46. DESIGN PROCESS THE SILVER LINING Intuit has a team responsible for our relationship with Apple.
  47. 47. GETTING THINGS DONE THROUGH COLLABORATION
  48. 48. CONFIDENTIAL COLLABORATION COLLABORATING WITH CROSS-FUNCTIONAL TEAMS
  49. 49. COLLABORATION COMMUNICATION TIP SHARE, SHARE, SHARE
  50. 50. COLLABORATION COMMUNICATION TIP ASSUME BEST INTENTIONS
  51. 51. COLLABORATION COMMUNICATION TIP WHEN YOU WANT FEEDBACK, BE VERY SPECIFIC ABOUT WHAT YOU'RE LOOKING FOR.
  52. 52. COLLABORATION CHALLENGES !
  53. 53. GREAT PRODUCTS COME FROM GREAT, COLLABORATIVE TEAMS
  54. 54. VISION & DESIGN PRINCIPLES Use to keep the team aligned. DESIGN PROCESS Doesn’t have to be linear… design, build, iterate. Often. COLLABORATION Design-led doesn’t mean designer-led. Everyone should be involved in the design process. 1 2 3
  55. 55. Thank you

×