The document outlines a framework for conducting rapid experiments focused on customer insights and behaviors to refine business ideas and hypotheses. It emphasizes the importance of having a clear vision, understanding customer needs, and iterating based on real-world feedback. Key principles include embracing failure, aligning team efforts, and using defined metrics to measure outcomes.

1. NEXT TOOL
When to use it
• You have a clear, customer-backed vision.
• You want to experiment with different ideas that ladder up to
an established vision.
Time
Iterative process.
Why use it
• To be more intentional about how you set up rapid
experiments with customers.
• To make more informed decisions based on how
people actually behave in the real world.
How to use it
1. Our Insights
What is the big unmet problem? What was the compelling
a-ha that is driving your vision?
2. Our Vision
Inspire your team with a grand challenge. Focus on the
customer and ensure solutions are not included in the vision.
3. Our Idea
Make it tangible and specific, while highlighting the customer.
4. Leap Of Faith Assumption
Focus on the customer behaviors that must take place, and
the most “unknown” assumptions.
5. Our Hypotheses
Ensure alignment with your Leap of Faith. Choose numeric
targets that inspire your team, and behaviors that are
measurable.
DESIGN FOR DELIGHT
Rapid experiments
with customers
IntuitLabs.com | @Intuit 1 © Intuit

2. 6. Our Experiments
Test important behaviors that align with your hypothesis.
Collect “currency” from customers as a way to measure real
interest, and encourage teams to be open to surprises as
well as collect metrics. Make sure the experiment will test
your Leap of Faith.
7. Our Decision
A team’s default decision is often to persevere, so push
teams to make a strong case if that’s the way they decide
to go.
Tips
• Embrace failure. Seek surprises and new insights.
• Run experiments, don’t debate.
• Make sure that your team is aligned on the customer
behaviors you’re trying to test, and why.
Use with
Brainstorming
2x2
At Intuit, we believe our Design for Delight (D4D)
approach can make innovators 20x more effective.
Three key principles make up D4D: deep customer
empathy, going broad to go narrow, and rapid
experiments with customers. Now go and create some
awesome experiences that delight your customers.
© Intuit 2 IntuitLabs.com | @Intuit

3. TIPS & TRICKS
Our Insights What is the big unmet
problem? What was the compelling
a-ha that is driving your vision?
Our Vision Inspire your team with a
grand challenge. Focus on the customer,
not Intuit, and ensure solutions are not
included in the vision.
Our Idea Make it tangible and specific,
while highlighting the customer. Focus on
the outcome the user is trying to achieve.
Leap of Faith Assumption Focus on
the customer behaviors that must take
place, and the most “unknown” assump-tions.
‘If you build it, they will come’ is not
at the right altitude.
Our Hypotheses Ensure alignment
with your Leap of Faith. Choose numeric
targets that inspire your team, and
behaviors that are measurable.
Our Experiments Test important
behaviors that align with your
hypothesis. Collect “currency” from
customers as a way to measure real
interest, and encourage teams to be
open to surprises as well as collect
metrics. Make sure the experiment
will test your Leap of Faith.
What did we learn Teams can miss
critical insights because they don’t
perceive them to be important.
Encourage teams to build on their
original insights and vision.
Our decision A team’s default
decision is often to persevere, so push
teams to make a strong case if that’s
the way they decide to go. Ask teams to
explicitly determine if their Leap of Faith
passed or failed.
RAPID EXPERIMENTATION TOOLS - the NEXT tool
OUR VISION - A bold statement about the opportunity
based on our customer-backed insight(s)
Hypotheses -
Intuit | D4D Rapid Experimentation
OUR IDEA - A concept that delivers on our vision and customer needs
2
Hypothesis = “If we do X, Y% of people will
behave in way Z”
NEXT
Our Experiments -
Brainstorm potential experiments we can run quickly (starting today/tomorrow for example) to test our
hypothesis. Select 2 experiments, build them and go out in the real world to test them.
?
Most important
If we present Pay
Now, 55% will
choose it
If we enable Pay
Now, 40% will run a
second payroll
Not as important
?
What did we learn? -
What did our experiments reveal about our hypothesis. What did we learn? What surprised us? Did
we uncover any insights? How would we run the experiment differently?
Our decision -
Based on our learnings, what would we do next?
Experiments we will run (narrow to 2)
Experiment 1 Experiment 2
Description:
Metrics:
Description:
Metrics:
4
We invalidated our leap of faith assumption.
We need to pivot our idea and go back to
the drawing board.
We did NOT invalidate our leap of faith assumption.
We need to run more experiments or start testing our
next leap of faith assumption.
Experiments we could run (go broad)
Change the idea (Pivot)? Keep going (Persevere)?
3
5
The next decision tool
OUR INSIGHT(S) - An a-ha that changes your perspective and makes
you think beyond your customer’s expectations.
1 Leap of faith assumptions -
Riskiest assumptions about our idea that’s keeping us up at night
(if people don’t behave this way, we need to change our idea).
Sequence your leap of faith
assumptions and tackle them
one at a time (start with riskiest)
-
-
-
-
-
Brainstorm a list of solutions/features that could prompt the behavior
change underlined in the selected leap of faith assumption
Selected leap
of faith
Selected
hypothesis
Description:
Metrics:
Description:
Metrics:
known unknown
Customers
expect to pay 1st
employee in less
than 20 minutes
Pay you first
employee in less
than 5 minutes
Employers choose to
Pay Now instead of
Finish Set Up
Employers that
choose Pay Now will
write checks
at a higher rate
Employers that
choose Pay Now
will become billing
customers
1
2
3
Employers
choose to Pay
Now instead
of Finish
Set Up
If we enable Pay Now,
80% will complete
tax set up in time
for 1st tax payment
Pay Now
test:
pay now vs.
finish
set up
Pay now
A/B test
Pay now vs.
finish
set up
# of
employers
who choose
Pay Now
Pay Now
option
An option within Intuit Online
Payroll where employers can defer
full set up until after paying
employees
If we present Pay
Now, 55% will
choose it
learning: Majority of
employers prefer to pay
first and then finish
full set up
58% chose
Pay Now
only 18%
approved
checks the
same day
after 2
weeks, 32%
paid
employees
Next steps:
run
experiment
#2
Use
Paycheck
City to
calculate
check
Default tax
set up and
have care
agents set
up later
Pay now with
no prior
payroll and
safe state
defaults
Enable Pay
Now (no prior
payroll +
safe state
defaults)
# of
employers
complete
2nd payroll
©Intuit

4. OUR VISION - A bold statement about the opportunity
based on our customer-backed insight(s)
Hypotheses -
Intuit | D4D Rapid Experimentation
OUR IDEA - A concept that delivers on our vision and customer needs
2
Hypothesis = “If we do X, Y% of people will
behave in way Z”
NEXT
Our Experiments -
Brainstorm potential experiments we can run quickly (starting today/tomorrow for example) to test our
hypothesis. Select 2 experiments, build them and go out in the real world to test them.
?
Most important
Not as important
?
What did we learn? -
What did our experiments reveal about our hypothesis. What did we learn? What surprised
us? Did we uncover any insights? How would we run the experiment differently?
Our decision -
Based on our learnings, what would we do next?
Experiments we will run (narrow to 2)
Experiment 1 Experiment 2
Description:
Metrics:
Description:
Metrics:
4
We invalidated our leap of faith assumption. We
need to pivot our idea and go back to
the drawing board.
We did NOT invalidate our leap of faith assump-tion.
We need to run more experiments or start
testing our next leap of faith assumption.
Experiments we could run (go broad)
Change the idea (Pivot)? Keep going (Persevere)?
3
5
The next decision tool
OUR INSIGHT(S) - An a-ha that changes your perspective and makes
you think beyond your customers expectations.
1 Leap of faith assumptions -
iskiest assumptions about our idea thats keeping us up at
night (if people dont behave this way, we need to change
our idea).
eene yo leap of faith
assptions and tale the
one at a tie stat with isiest
-
-
-
-
-
Brainstorm a list of solutions/features that could prompt the
behavior change underlined in the selected leap of faith
Selected leap
of faith
Selected
hypothesis
Description
etrics
Description
etrics
©Intuit