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Shift: 5 lessons for changing a corporate culture

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Changing a corporate culture is not an instant process... it's a shift, rather than a switch. Learn 5 lessons based on a change happening at Intuit for how to shift a corporate culture. Slides used in a Web Seminar for UPA on September 7, 2011.

Published in: Design
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Shift: 5 lessons for changing a corporate culture

  1. 1. SHIFT:Lessons for changing a corporate culture from within Wendy A Castleman Principal XD Research Scientist & Chief Innovation Catalyst
  2. 2. Hi
  3. 3. In the past…
  4. 4. Culture
  5. 5. What can you do tomake your culture abetter place to designin?
  6. 6. Culture Change
  7. 7. Intuit Story of Culture Change
  8. 8. 2007
  9. 9. 2007
  10. 10. Solid Products
  11. 11. Focus on EASE
  12. 12. Used with permission
  13. 13. ButFew New Offerings Focus on Incremental Feature Improvements
  14. 14. Ease was not enoughNet Promoter Score Time
  15. 15. Why D4D? Growth. Delighted Customers. Engaged Employees.
  16. 16. Design for DelightGoing beyond customer expectationsin delivering ease and benefit, evokingpositive emotion throughout thecustomer journey…...so people buy more and tell othersabout their experience
  17. 17. Talking
  18. 18. Mis-steps along the way
  19. 19. How do we get people to do?
  20. 20. Design for Delight Principles
  21. 21. Doing Leadership Training CEO Offsite Innovation Catalysts
  22. 22. FY ‘09 FY ‘10 FY ‘11 10 10 75 Catalysts 100 Sessions 125 Catalysts 300+ SessionsCatalysts Sessions Innovation Catalysts Cross functional group of D4D experts, working in collaboration across the company to apply D4D to our core offerings
  23. 23. The System Brainstorm Values Innovation Catalysts Idea Jams Sol JamsChief ICs Innovation CTOF Culture Leadership Marketing Success Forum Profile D4D Painstorms Tools Planning Database
  24. 24. Our goal:D4D is in ourDNA by 2015
  25. 25. Culture Change Thus Far…• Solid Products • Solid Products with Innovative (QuickBooks, TurboTax, etc) New Features and Platforms• NO mobile apps • Lots of mobile apps• Few New Offerings • Lots of New Offerings • Focus on Innovation and• Focus on Ease Delighting Customers• Usability Testing in our UX • Lots of Labs with UX Researchers Experimentation, everywhere• Incremental Improvements with full team engagement• Few Risks • Lots of Risks
  26. 26. D4D Success: TurboTax SnapTax 5 stars!!! Exceptional NPS iPhone Nationwide Android27
  27. 27. D4D Success: Mobile Bazaar More than 300,000 farmers in India use it Farmers report their earnings up 25%28
  28. 28. Innovating For Impact Intuit Stock Price $50 50 40 30 $29 20 Jul-07 Jul-08 Jul-09 Jul-10 Jul-11
  29. 29. Forbes 100 Most InnovativeCompanies in the world
  30. 30. shifting acorporateculture
  31. 31. Build onExisting Values
  32. 32. Intuit’s Values1. Integrity Without Compromise Customers2. Delight Customers were already in our DNA3. Its the People4. Innovate and Improve5. Own the Outcome6. We Care and Give Back
  33. 33. Build on Existing Values 1. Envision the culture you want 2. Assess the culture you have 3. Find common ground 4. Reinforce behaviors that express the shared values 5. Don’t reinforce the behaviors that don’t
  34. 34. Start whereyou are loved
  35. 35. Start where you are lovedLeaders Educators Encourage Innovation 1. Find your allies 2. Enlist their participation 3. If they resist, move on 4. Build the case
  36. 36. Leverage yourstrengths
  37. 37. Leverage your strengthsXD Strengths• Strong Research• Good at designing for Ease Research• Passion to do Design what’s best for the customer Passion 1. Find the strengths in your organization that align to the culture you want 2. Find a way to incorporate those into your actions Design for Delight
  38. 38. Pick your battles
  39. 39. Pick your battles • Focus on building wins rather than knocking down walls • When you encounter resistance, look elsewhere • Change doesn’t happen overnight
  40. 40. Give it Away
  41. 41. Give it away BrainstormingCustomer PrototypingResearch Innovation Catalysts
  42. 42. Empower others: Give it away 1. Find allies 2. Teach them what you know 3. Have them tell others 4. Let it go/grow
  43. 43. 5 Lessons to shift your culture1. Build On Existing Values2. Start Where You Are Loved3. Leverage Your Strengths4. Pick Your Battles5. Give It Away
  44. 44. Habit is habit and not to beflung out of the window by any man, but coaxeddownstairs a step at a time. — Mark Twain
  45. 45. Culture Change
  46. 46. Wendy_Castleman@Intuit.com

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