The document discusses creating memorable customer experiences and designing for customer delight. It provides examples of how Intuit uses deep customer empathy, generating many ideas, and rapid experimentation to develop products that delight customers. Intuit aims to understand customer problems better than customers themselves and solve problems in a way that improves customers' lives and earns their recommendation of products to others.

1. From “Good” Experience to “Memorable” Experience
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2. E x p e r ie n c e A s
E c o n o m ic Va lu e
Joseph Pine, MIT Sloan School of Management
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3. What is a‘Memorable’ experience?
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4. NEUTRAL
ANXIETY
DELIGHT
PLEASANT PLEASANT
BOREDOM ANXIETY
NEUTRAL
BOREDOM
A‘Memorable’ experience evokes intense
positive emotion in response to a specific

5. This is what ‘Intuit’ as a company
stands for…
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6. Going beyond customer
expectations in delivering
ease and benefit, evoking
positive emotion throughout
the customer journey…
D e s ig n f o r D e lig h t
(D4 D)
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7. ...so people buy more and
tell others about their
experience
D e s ig n f o r D e lig h t
(D4 D)
AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore

8. W h y w e e x is t a s a
c o m p a n y…
Mission: To be a premier innovative growth company
that improves our customers’ financial lives so
profoundly… they can’t imagine going back to the old way
We serve these end customers “Better Money Outcomes”
Financial… making & saving
money, grow & profit
C ons ume rs S m a ll B u s in e s s e s
Productivity… turning drudgery
into time for what matters most
…and those who serve them
Compliance… without even
H e a lt h having to think about it
F in a n c ia l
A c c o unta nts C a re
In s t it u t io n s Confidence… from the wisdom &
P la y e r s
experience of others

9. H o w w e d if f e r e n t ia t e …
Intuit applies two core capabilities to delight customers…
C u s t o m e r D r iv e n D e s ig n f o r D e lig h t
In n o v a t io n
Find an important
That We Can
Customer
Solve Well
Problem that’s
Unsolved
• Deliver the customer benefit
• They actively use
• They proactively recommend

10. D 4 D in t h e D N A o f t h e
c ompa ny

11. T h r e e P illa r s o f D 4 D
creating
knowing your multiple options
customers and then
better than they intentionally
know choosing to
themselves... investigate
the better you those that have
know your the potential to
customer, the delight... to
more likely you come up with a
will be to find a great idea, you
way to delight need a lot of
them! ideas!
consistently trying out
ideas with customers
to gauge their
response... make sure
that you don't go very
far down a path before
getting feedback!

12. “No lunch. Can't afford to
go out today. Yes, That's
water for lunch. I might
have to cut that expense
as well.”
“I have looked at cutting
every expense that I can
this year...”
- Quickbooks Customer
Deep Customer Empathy
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13. G o in g D e e p in E m p a t h y
SAY THINK
Customer Interview Deriving High Level
Debrief ‘Problem Statement
DO FEEL
Empathy Map

14. “The best way to have a
Good idea is to have lots
of ideas”
- Linus Pauling
Go Broad to Go Narrow
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15. G o in g B r o a d t o G o
N a rrow
Brainstorming Clusters from
to find Affinity analysis
alternatives
2X2 Narrowing Matrix

16. “Many times my customers
ask me for a signed
invoice, it is treated as a
mark of mutual agreement
on the price.”
- Feedback from
QuickBooks Online
customer
Rapid Experimentation with
Customers
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17. V a lid a t in g o n t h e G o
Rapid Experimentation with Customers through Concept Storyboarding

18. Te s te d c o n c e p t to
H y p o t h e s e s V a lid a t io n

19. M e a s u r in g w it h ‘ D e lig h t
M e t r ic s ’
Ease
1.Set Confidence Goals 1.Define Critical Tasks
[majority selects top that people do most
two boxes – score 6-7 of the time
2.User opinion about Confidence Score Success Score 2.Identify their
correct action taken barriers
on a 7 point scale 3.Set target success
3.How many would Unexpected Wow Positive Emotions rates
recommend the 4. Report the % of
product to others. Use users who
‘Net Promoter’ Score successfully
1.Set WOW goals. What completed tasks
are the true delighters
2.Ask users to rate an
experience on a 7
point scale
3.Report % of users who
select top 2 choices:
Much better than
Expected & Somewhat
Better than expected

20. C u s t o m e r L o v e M e t r ic s
Would you recommend the product to others
E x t r e m e ly E x tre m
lik e ly N e utr e ly
al u n lik e ly
10 9 8 7 6 5 4 3 2 1 0
P ro mo te r D e tra c to r
P a s s iv e
Net
P ro mo te r = % P ro mo te r minus % D e tra c to r
S c ore

21. You can not decide the way forward
Assuming the answer already exists!
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22. You have to design the way forward
New options need to be imagined
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23. That was a lot of talk..
How does it look in practice!
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24. D 4 D in P r a c t ic e
Intuit Small Business Group (SBG) wanted to
create a portal for Small Business in the US,
where these businesses will come for assistance,
information, and resources.
Small Business
Resource Center

25. 1. D i s c o v e r : What do the Small Businesses
need
The team started their journey with several rounds
of Small Business and Financial Institution on-site
visits and interviews to get Deep Customer
Empathy.
The objective of the visits was to get to know the
customer by watching them do their daily work.
Their goal was to observe the daily tasks and
uncover existing problems and opportunities.

26. 2 . D e f i n e : Articulate the problem you want to
solve
Example of a Problem Statement
After several rounds of on-site visits,
the Intuit team met to review the
observation notes and findings from
each visits. The team went through
several rounds of Painstorming and
Brainstorming activities staring with
creating clear Problem statements.

27. Persona Journey Touch
Description points
Empathy
notes
Prioritized
Problem Area
Attitude &
Motivation
Keywords
Customer Journey Line Mapping
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28. 2 . D e f i n e : Articulate the problem you want to
solve
Example of a Problem Statement
After several rounds of on-site visits,
the Intuit team met to review the
observation notes and findings from
each visits. The team went through
several rounds of Painstorming and
Brainstorming activities staring with
creating clear Problem statements.

29. 3 . V a l i d a t e : Rapidly iterate with customers
Example of a Concept Storyboard
The team continuously validated the
emerging ideas with the customers
(small businesses) to get valuable
feedback and suggestions that
helped them course correct and
make the offering more fine tuned

30. 4 . S y n t h e s i z e : Realize the most optimal
solution
The solution brainstorming produced
some interesting ideas, and it led to
re-positioning the offering to be a
vehicle between the small
businesses and Financial
Institutions who are looking to be
‘ t r u s t e d a d v i s o r s ’ to
the small business communities

31. D 4 D Im p a c t
Where the team Where they
started arrived
D4D
Strategic
Advantage
Active 2 way
To a n
Process channel
Idea for SMB E n g a Small
between g i n
From a
Community g
Businesses and
Information
To o l FIs that
Portal E x p emutual
r ie
provides
n c e Customer
benefits to both
Delight
Product
Viability

32. Open to Questions…
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