This session was led by Vidya Dinamani, Director of Customer Experience at Intuit and Rachel Evans, Experience Design Principal Research Scientist.
Intuit was always a UCD shop, but design thinking was happening at the end, sporadically, or at a really shallow level… so they needed to re-inject their long held UCD into their process.
Designing for delight, to them, means:
- Deep customer empathy
- Go broad to go narrow. Force many, many ideas before you narrow to a solution
- Rapid experiments w customers
Key experimentation techniques include:
- Experiment early – they thought they knew a customer’s problems way before they even talked to the customers. They were solutioneering. Don’t assume you know the problems.
- Experiment rough – they thought that their work was rough… but they weren’t really rough. People were really wedded to their ideas. You are afraid to throw the idea away. Invest very little time. Be glad to throw it away. Get your customers to do it – it’s easy to throw THEIR ideas away
- Experiment rapidly – get customer feedback every step of the way, very fast. Every second day at times!
For the latest rev of their flagship product, Turbotax, they worked with real customers to get 150+ ideas, which led to 5 concepts and 7-10 executions of each concept. That’s how they ended up with TurboTax is your GPS system for doing your taxes — a concept that spanned from the product itself through the marketing and advertising with less than 30 days.
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