Design for Delight - Innovation Overview

Chat about... 
• Why Design for Delight?
• 3 Core Principles
• 6 Methods

#1 driver of new customer
purchases of Intuit products
Word of Mouth

Delight promotes Word of Mouth

• Flawless planning
• Avoid failure
• Rigorous analysis
• Presentations
• Arm’s length customer research
• Periodic
• Thinking
• Enlightened TRIAL & ERROR
• Fail FAST
• Rigorous TESTING
• Lightweight EXPERIMENTS
• DEEP CUSTOMER IMMERSION
• CONTINUOUS
• DOING
TO: Designing for Delight
(aka Design Thinking)
FROM: Traditional
Thinking

TO: Designing for Delight
(aka Design Thinking)
4 + 4 = 8
8 = 4 + 4
2 + 6
12 – 4
4 x 2
24 / 3
Discovery of what
is “right”.
The so-called
“correct” answer
Discovery of
what WORKS.
An inﬁnity of
POSSIBLE
answers
FROM: Traditional
Thinking

Know your customer
better than they know
themselves.

It is hard to understand your
customer from your oﬃce…

Connect with where they are
coming from…
1. Be the customer
2. Watch the customer
3. Talk with the customer

Purpose of Deep Customer Empathy
• See the customer from a diﬀerent perspective
• Understand what really matters

To get one great idea, you
have to create lots.
Your ﬁrst idea is usually not
your best.

Divergent
Thinking
Create
Choices
Convergent
Thinking
Make
Choices

Purpose of Going Broad to Narrow
• Create options before making choices
• Explicit criteria = better choices
• The foundation for innovating new ways of
doing things

Watching how our customers
behave is far better than our
opinion.

Rough Experiments to Test Ideas

Build Physical Prototypes to Experiment

Purpose of Rapid Experiments with Customers
• To learn what will improve customers lives
• To learn what the pros and cons of diﬀerent
approaches are
• To make better decisions

The Empathy Map The Problem Statement Brainstorming
The 2x2 The Storyboard Visioning

You have research findings and want the team to
understand what they mean at a deeper level.
WHY 
use it
WHEN 
to use it
•To sink into a user’s perspective and related emotions.
•To uncover underlying motivations and beliefs that drive
behaviors and words.
• Feelings are key to delivering delight.
Time: 20-30 minutes per user

1.PLAN: Set out Sharpie markers and Post-Its
2.UNPACK FIELD RESEARCH: What ‘s surprising? Individually,
write down your top 3 observations.Then, as a group, share each user’s story
out loud, one at a time.Take notes on Post-Its, capturing observations, quotes,
and inferences.
3.WALKTHE MAP: Sticking Post-Its in the appropriate areas, starting with
the explicit (say, do) and then to the implicit (feel, think) for each observation.
“What did this person...
SAY? (quotes and keywords)
DO? (actions and behaviors)
FEEL? (infer emotions using words/facial expression)
THINK? (infer beliefs, logic – if I do this, then...)
HOW
to do it

I am an overweight employee with a full-time
job and a toddler at home.
I am trying to get regular exercise,
but I can’t find the time
because I spend all of my free time playing with
my daughter ,
which makes me feel powerless to control my
weight.

You have a hypothesis, or understanding, about the customer
problem and need to articulate it to gain shared-vision or
customer feedback.
WHY 
use it
WHEN 
to use it
Enables stakeholders to clarify the problem, the root causes and
associated emotions. Use the problem statement with the target
customer to get feedback on how well this statement reflects
their problem, and how painful this problem is relative to others,
from their perspective.
Time: 5-10 minutes per Problem Statement

1.WRITE the problem statement template on a large board or poster
(or print the problem statement template).
2.Each team member should GENERATE their own problem
statement, filling in the 5 phrases.
3.SHARE all problem statements with group
4.CHOOSE which problem statement(s) to test with customers
HOW
to do it

You want to generate a bunch of ideas, form a variety of
perspectives – quickly.
WHY 
use it
WHEN 
to use it
•To generate many new ideas -- quickly
• Incorporate diverse perspectives
• Probe more deeply into a problem or opportunity area
Time: 30-40 minutes

1.SET CONTEXT by grounding participants in the problem or opportunity space,
project history, personas and insights.
2.WARM UP. Use a group exercise to get energy up.
3.FOCUS ATTENTION by writing a provocative “How Might We...?” or “What ways
can...?” question on the board.
4.QUIET IDEATION. To balance different thinking styles, spend 2-3 minutes
capturing ideas individually, one idea per Post-It. Use Sharpies.
5.ENGAGE EACH PARTICIPANT by asking them to share an idea.
6.REINFORCE the idea by repeating and clarifying it, then sticking it on the board.
7.BROADEN:When ideation slows, build on ideas.
8.CLUSTER ideas into themes.
HOW
to do it

These are the best
ideas for the
project goals

When you have a number of ideas, and need to evaluate them to
narrow your focus.
Explore relationships and tensions between two goals, values,
motivations, or other characteristics. Prioritize your ideas using
criteria important to you and your customers.
WHY 
use it
WHEN 
to use it

1.EXPERIMENT with word pairs for axis labels. Often, it takes a few
iterations to arrive at useful labels for analyzing ideas.
2.PLACE idea Post-Its in the appropriate quadrants.You should have
Post-Its in all quadrants. If you find they are all clustered in one
quadrant, brainstorm another axis label.
3.PHOTOGRAPH the populated 2x2 and the related notes.
4.ITERATE. Develop multiple versions of 2x2’s to uncover
additional insights and refine your point of view on which ideas to
explore first.
HOW
to do it

When you have an idea and want feedback on how well it solves
the customer problem, meets the customer’s criteria, or delivers a
big customer benefit.
WHEN 
to use it
Enables your team to iterate quickly on new concepts before
spending time designing or building high-fidelity mockups.
Storyboards can also be used to gain deeper insight into the
customer’s experience.
WHY 
use it
Time: 60 minutes per iteration,
including customer feedback

1.SELECT an idea or problem to storyboard
2.DETERMINE WHATYOU WANTTO LEARN:
1.ASK the team “What would be good about this solution?” Be very specific (e.g.,“Make
it Easy” is too broad)
2.NARROW to the top 2-3 reasons.This is the hypothesis that you’ll test for this idea.
3.CREATE A SCRIPT. Place a Post-It in each cell.
1.Write the customer BENEFIT in the last cell.
2.Describe the customer PROBLEM in the first 1-2 cells
3.Use the cells in-between to show how the story unfolds
(your SOLUTION).
4.REPLACE each Post-It with a sketch of a key scene of the story.
1.PILOT your storyboard: Have someone who doesn’t know the story read it aloud and
tell you what’s confusing. Revise.
2.GET CUSTOMER FEEDBACK. Have the customer tell you what is happening in
each cell.Then get their reaction to the problem, idea, and the benefit.
HOW
to do it

•You need to articulate and align your team on an inspiring
overarching vision.
•You need to bring deeper meaning to an existing vision statement.
WHEN 
to use it
•To establish the emotional connection to why this outcome is
important for you and your team.
•To understand the relationship between current state and where
you want to be.
WHY 
use it
Time: 90+ minutes

“D4D is our number 1
weapon in attaining growth
and there is no #2”
- Scott Cook

Design for Delight - Innovation Overview

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