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UX Influence & Innovation

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A talk about UX influence and innovation given at the Walmart Global UX Summit
February 28, 2013

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UX Influence & Innovation

  1. 1. UX Influence and Innovation Wendy Castleman IntuitWalmart UX SummitFebruary 2013
  2. 2. Wendy CastlemanInnovation Catalyst Community LeaderD4D Strategist
  3. 3. User ExperiencePractitioner Leader/Influencer Product Others Product You Product You Others Product
  4. 4. Gain Influence ThroughEmpowering Others With Our Tools…
  5. 5. Our Story of Design Innovation
  6. 6. 2007
  7. 7. Solid Products
  8. 8. Focus on EASE
  9. 9. 2007Designers Researchers• Design the interaction • Conduct Customer and/or visuals Interviews/Site Visits (mockups, drawings) • Write reports/Present• Create Spec Docs findings• Make changes based on • Conduct Usability Tests technological or usability (including cardsorts, etc) push-back • Write reports/Present• Complaint: “Everyone findings thinks they are a • Complaint: “Changes designer…” aren’t made based on findings!”
  10. 10. Also…Few New Offerings Focus on Incremental Feature Improvements
  11. 11. Ease was not enoughNet Promoter Score Time
  12. 12. Designing for Ease
  13. 13. Designing for Delight
  14. 14. Design for DelightGoing beyond customer expectationsin delivering ease and benefit, evokingpositive emotion throughout thecustomer journey.
  15. 15. “Yo designers… can you just take this product and make it delightful?” System DelightfulProduct Idea Architecture Design
  16. 16. Can we get folks to thinkabout designing delight from the start? …and what if others “own” the project before we get our hands on it?
  17. 17. Let’s teach them!
  18. 18. Design for Delight Principles
  19. 19. 2009INNOVATION CATALYSTS
  20. 20. INNOVATION CATALYSTS FY ‘13 FY ‘12 FY ‘11 FY ‘10FY ‘09 10 75 Catalysts 120 Catalysts 170 Catalysts 200 CatalystsCatalysts Cross functional group of D4D experts, working across the company to apply D4D in the day-to-day to achieve Delight
  21. 21. Innovation Catalysts & D4D ActivityFY09 FY10 FY11 FY12 FY13 Innovation Catalysts D4D Activities/Sessions
  22. 22. Our goal:D4D is in ourDNA by 2015
  23. 23. Our Vision D4D in the DNA Profoundly delighting ourcustomers is why we existand D4D is instinctively the way we do it.
  24. 24. Culture Change Thus Far…• Solid Products • Solid Products with (QuickBooks, TurboTax, etc) Innovative New Features• NO mobile apps and Platforms• Few New Offerings • Lots of mobile apps• Focus on Ease • Lots of New Offerings• Usability Testing in our UX • Focus on Innovation and Labs with UX Researchers Delighting Customers• Incremental Improvements • Lots of• Few Risks Experimentation, everywher e with full team engagement • Lots of Risks
  25. 25. 29
  26. 26. D4D is being used… By Front-lineIn Sales & Marketing In IT (GES) In L&D Employees By XD! In HR In EVERY BU In Finance In Legal In EVERY FG In Customer Care By Executives
  27. 27. Innovating For Impact Intuit Stock Price 70 $50 60 50 40 30 $29 20 Jul-07 Jul-08 Jul-09 Jul-10 Jul-11 Jul-12
  28. 28. Influence and InnovationBy empowering others to use our tools…
  29. 29. Think of the role of UX more broadly
  30. 30. Harness the Evangelists
  31. 31. Develop the org to do better for customers
  32. 32. 6 Simple, Powerful Tools to Have Others Use (these won’t be new to you)
  33. 33. Journey Line
  34. 34. Empathy Map
  35. 35. Problem Statement
  36. 36. Brainstorming with 2x2 Narrowing
  37. 37. Storyboard
  38. 38. Rapid Prototyping & Experimentation
  39. 39. Empathy MapTRY IT…
  40. 40. What do I believe? What motivates me?Wendy CastlemanInnovation Catalyst Community LeaderD4D Strategist

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