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A ‘Back-End’ Approach to
Customer Driven
Innovation
Adi Gostynski
Senior Data Analyst,
Innovation Catalyst,
Intuit
May 29, 2019
Data mining Analyst
888.com
2011 - 2014
Data Analyst
Wix 2016 - 2017
Senior Data Analyst
Intuit
2017 -
Innovation Catalyst
Intuit
2018-
Who am I?
Show of hands:
Who trusts their
Product/Project
manager?
A few questions about your work
Another show of hands:
• Who’s had work done that
was never used?
• Who began to work, only to
have requirements change
mid-way?
A few questions about your work
Again, show of hands:
Who trusts their
Product/Project
manager?
Who trusts their
Product/Project
manager?
Identifying the underlying problem
One of the main reasons things get out of hand is
lack of clear vision.
Backwards engineering
“We’re not competitor-obsessed, we’re
customer-obsessed. We start with what
customers need and we work backwards “
-Jeff Bezos
What do I want?
To convince you that taking an
interest in your customer pays
off.
Taking an interest in your customer pays off
Who?
Taking an interest in your
customer pays off
Why?
Taking an interest in
your customer pays off
How?
Customer Empathy
Tell me what you want, not how.
In order to understand we need to do 3 things:
Ask Why? Show Me Listen
Questions?
I’ll start….
How do I find my customer?
Why would they want to talk to me?
What do I do if they a raise problem?
Summary
We can avoid wasting our
time and effort if we
listen to what our
customer actually
needs.
The one thing to remember
Your work is only as valuable as your
customer thinks it is.
Thank you!

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A Back-End Approach to Customer Driven by Adi Gostynski

Editor's Notes

  1. Hallow me is Adi ,I’m a senior data analyst and innovation catalyst at Intuit lets bark down this big title our work and how its help our costumer needs
  2. I been an analyst for 11 years and today at intuit my second role is an innovation catalyst In this role I coach and perfect intuit method and best work practices for ingenuity that help intuit be the best in our field.
  3. “vision” and not requirements. The costumer vision goes throw many middleman (PM,Dav,QA,DevOPS) As we move from the old world where the manager decide our tasks to the agile world where we choose the tasks and set there time frame Start with peas and end with fleas
  4. A little company called amazon her CEO said
  5. And you may say hey I'm B2B not B2C, I don't see\ talk to costumers
  6. The people around you, here / at work in the next desk, down the hall , in your floor or the next one. Your customer are often not the end users (of the app or product) As a data analyst, I am the customer of AI, DEV, Data Engineering
  7. What do we see here (trees, animals, birds ) every one see thing from there passion some will say its a forest but if we will look at the vison (my vison) it’s a animal rescue shelter Real example - If we’re asked to build a landing page we could built it to take a certain amount of traffic. Understanding if it’s a landing page for tickets to a Led Zeppelin reunion or Tzvika’s wedding confirmation will help us choose the right infrastructure.
  8. I want to present you with some best practices we use at Intuit. These principals are called Design for Delight Let’s touch on GBGN and RE, but focus on DEEP CUSTOMER EMPATHY GBGN : The best way to get good idea is to get a lot of ideas and throw the bad ones away. RE : Build a cheep and quick mock up to see if that what your client need
  9. Ask Why? I need a landing page. Why? For a to sell tickets. Why? To because Led Zeppelin are getting back together– so you need a counter, and traffic is up to 10000 hits a second… And To Show You Show me what do you do after you sell the ticket And Listening we all thought about why not to automate the process Before we summarize, let’s open for questions
  10. Ask yourself, who do you work with? Walk over and initiate a conversation. Leverage that to a meeting. Most people want to talk about what they do. You can explain that you want to got onboard to improve your work together. This is important, Frame the conversation by saying that you want to follow and listen, you are not there to solve the issues but to understand them.
  11. Our problem is not been close to the source the customers and there needs We pay a price with time being wasted on multiple changes ,work going down the drain and being frustrated with the process. The solution is easy : go to your customer ,ask why ,show me how and listen. The payoff is huge: our work is more efficient and more of it is implemented and we really help our customer. And its good to remember that’s: