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Stephen Gay
Innovation Catalyst
@ Intuit
Design for Delight
Chat about...
• Why Design for Delight?
• Our Journey
• 3 Core Principles
• 6 Methods
Canadian living in Silicon Valley
15+ years of experience
@ Intuit
Design Strategist & Innovation Catalyst
Why
Design for Delight?
#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
• Thin...
TO: Designing for Delight
(aka Design Thinking)
4	
  +	
  4	
  =	
  	
  8
8	
  	
  = 	
  	
  4 + 4
2 + 6
12 – 4
4 x 2
24 /...
Our Journey
’07
Beyond Ease
NPS Flat
“Intuit is the most well run,
no growth company in the valley.”
’07
Beyond Ease
NPS Flat
‘08
Delight Forums
’09
Catalyst
& Session Pilots
’10
Innovation Catalysts
’07
Beyond Ease
NPS Flat
‘08
Delight Forums
FY ‘10
75 Catalysts
FY ‘09
10 Catalysts 120 Catalysts
FY ‘11
FY ‘12
170 Catalysts
FY ‘13
200 Catalysts
Cross functional gr...
’09
Catalyst
& Session Pilots
’10
Innovation Catalysts
’11
D4D Sessions
’07
Beyond Ease
NPS Flat
‘08
Delight Forums
’09
Catalyst
& Session Pilots
’10
Innovation Catalysts
’11
D4D Sessions
’12
Everyday D4D
’07
Beyond Ease
NPS Flat
‘08
Deli...
2012 #56
2011 #84
2010 ---
3 Core Principles
Know your customer
better than they know
themselves.
Observed customer pain...
...drives to a solution.
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 foundat...
Watching how our customers
behave is far better than our
opinion.
Rough Experiments to Test Ideas
Get Feedback Early and Often
Build Physical Prototypes to Experiment
Experiment in the Lab & Field
Purpose of Rapid Experiments with Customers
• To learn what will improve customers lives
• To learn what the pros and cons...
6 Methods
SAY
DO
THINK
FEEL
D4D | Empathy Map
The Empathy Map
Problem Statement
•  I"am"________________________________."
•  I"am"t...
The Empathy Map
SAY
DO
THINK
FEEL
D4D | Empathy Map
What%mo(vates%me%is:%
______________________________%
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 ...
1.PLAN: Set out Sharpie markers and Post-Its
2.UNPACK FIELD RESEARCH: What ‘s surprising? Individually,
write down your to...
The Problem Statement
Problem Statement
•  I"am"________________________________."
•  I"am"trying"to"_____________________...
I	
  am	
  an	
  overweight	
  employee	
  with	
  a	
  full-­‐4me	
  
job	
  and	
  a	
  toddler	
  at	
  home.
I	
  am	
...
You have a hypothesis, or understanding, about the customer
problem and need to articulate it to gain shared-vision or
cus...
1.WRITE the problem statement template on a large board or poster
(or print the problem statement template).
2.Each team m...
Brainstorming
You want to generate a bunch of ideas, form a variety of
perspectives – quickly.
WHY
use it
WHEN
to use it
•To generate ma...
1.SET CONTEXT by grounding participants in the problem or opportunity space,
project history, personas and insights.
2.WAR...
The 2x2
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 betwee...
1.EXPERIMENT with word pairs for axis labels. Often, it takes a few
iterations to arrive at useful labels for analyzing id...
The Storyboard
1.  Customer Problem
3. Customer
Benefit
2. PROPOSED
SOLUTION
&
EXPERIENCE!
When you have an idea and want feedback on how well it solves
the customer problem, meets the customer’s criteria, or deli...
1.SELECT an idea or problem to storyboard
2.DETERMINE WHAT YOU WANT TO LEARN:
1.ASK the team “What would be good about thi...
Visioning
•You need to articulate and align your team on an inspiring
overarching vision.
•You need to bring deeper meaning to an ex...
“D4D is our number 1
weapon in attaining growth
and there is no #2”
- Scott Cook
Thank you
1.SELECT an idea or problem
1.SELECT an idea or problem
1.SELECT an idea or problem
1.SELECT an idea or problem
1.SELECT an idea or problem
1.SELECT an idea or problem
1.SELECT an idea or problem
1.SELECT an idea or problem
1.SELECT an idea or problem
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1.SELECT an idea or problem Design for Delight - The Innovation Catalysts

1.SELECT an idea or problem to storyboard
2.DETERMINE WHAT YOU WANT TO 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.
5.PILOT your storyboard: Have someone who doesn’t know the story read it aloud and
tell you what’s confusing. Revise.
6.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

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1.SELECT an idea or problem to storyboard 2.DETERMINE WHAT YOU WANT TO 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. 5.PILOT your storyboard: Have someone who doesn’t know the story read it aloud and tell you what’s confusing. Revise. 6.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

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