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#innovationcatalyst




An Intuit Innovation Experience
             January 29th, 2013
WELCOME                                                                            A message from Brad Smith, President and CEO

                                                                                     Welcome to Catalyst!
         Welcome to Catalyst, a day-long immersion in Intuit’s
                                                                                                            You are part of a select group invited to participate
         innovation culture. Catalyst will not be your standard conference.
                                                                                                            in this inaugural event. We are excited you are here
         The PowerPoint will be minimal. Instead, you will take part in                                     and excited to share our approach to innovation
         exercises where you will actively use innovation techniques and learn                              with you, our partners and friends.
         by doing. Working with our Innovation Catalysts, you will practice
                                                                                                         Today, we are living in a world where the pace of
         building deep customer empathy, quickly running experiments, and                                change is not evolutionary, but revolutionary. As
         applying our Design for Delight principles to solve business problems.                          the world becomes more global and more connected,
                                                                                                         new models and methods are reshaping the way
                                                                                                         we do business across industries and cultures.
		WHAT TO EXPECT                                                                     This new landscape presents all of us with both great opportunities and
                                                                                     great challenges.
         Today is a day where we will be learning new ways of approaching            Many of the most innovative companies are transitioning to an
         old problems. It is a day of learning how to be comfortable with            experiment driven culture, where it is not the opinion of the highest paid
         being uncomfortable and all the great insights that can come from           person in the room that drives key decisions, but the data derived from
                                                                                     experiments. In this new data-driven world, the role of leader is changing.
         failing fast. Most importantly, it is a day for learning practical          No matter what you do or where you do it, strong innovation skills are a
         innovation tools that will evoke change and creativity. We are glad         critical part of the modern workplace.
         you are here and look forward to spending a rewarding day together.
                                                                                     At Intuit, we have experienced this first hand. The tools and techniques
                                                                                     you will learn today have helped turbocharge our own innovation culture,
		A FEW GROUND RULES                                                                 inspire our employees and ultimately delight our customers.

                                                                                     Our hope is that when you leave today, you will be armed and inspired
         1. Everyone is a designer.                                                  with a new set of skills to lead innovation in your own organizations.
                                                                                     So roll up your sleeves and enjoy your day innovating at Intuit!
         2. Be open to new possibilities.
         3. Be present.                                                              Brad
         4. Everyone has an equal voice.
         5. Work as a team.
         6. Share what you learn. #innovationcatalyst | @Intuitinc
   CATALYST EVENT                      INTUIT                                  2   CATALYST EVENT                        INTUIT                                 3
AGENDA



      0930 Welcome & Leadership in an Agile Age (Scott Cook)
      0950       Design for Delight: part 1 (Lionel Mohri and Innovation Catalysts)
      1145       Lunch
      1230       Design for Delight: part 2 (Lionel Mohri and Innovation Catalysts)
      0145       Reflections (Scott Cook and Lionel Mohri)
      0220 Break
      0230       Intuit Innovation Case Studies (Kaaren Hanson & Suzanne Pellican)
      0300 Fireside Chat (Brad Smith)




                                                                                          	 INNOVATION
      0400 Innovation Gallery Walk




                                                                                              at INTUIT.


CATALYST EVENT                                INTUIT                                  4    CATALYST EVENT   INTUIT   5
INNOVATION AT INTUIT



     Intuit applies two core capabilities to delight customers...                                 Intuit has mechanisms in place to grow & reward our innovators...


                                                                                                          UNSTRUCTURED TIME
        Customer-driven Innovation                                Design for Delight                      … 10% time to pursue your ideas

                                                                                                          INNOVATION AWARDS
                                                                                                          … 3 months time for top innovators
            find an        that we and
          important      those we enable
           problem        can solve well                                                                  BRAINSTORM
                                                                                                          …digital platform connecting people to help ideas grow

                                                                                                          IDEA JAMS
                 with durable                                                                             …sessions dedicated to move ideas forward
                  advantage

                                                                                                          INNOVATION CATALYSTS
                                                                                                          …a community of 200 driving Design for Delight in the DNA
                                           LOVE METRICS
                                                                                                          RAPID EXPERIMENTS, LEAN START-INS
                                                                                                          …test our hypotheses with customers “in the wild”
                                   Deliver the customer benefit
                                      Active product usage
                                    Proactive word of mouth

                                                                                                  EXAMPLE
     Innovation at Intuit is systematic. Yet, we afford our employees the autonomy
                                                                                                  Consider the success of SnapTax. It’s
     to tap into their own passions to delight customers and grow the company.
                                                                                                  an app that people use to prepare and file simple tax
     Innovation at Intuit is the intersection of customer, technology and business
                                                                                                  returns on their iPhone in a matter of seconds.
     insights. We encourage our employees to know our customers - watch them,
     listen to them, visit their homes and workplaces - so they can discover and solve
                                                                                                  First conceptualized by a small team using their 10%
     important customer problems. Our secret sauce for innovation is Design for
                                                                                                  unstructured time, SnapTax has become one of our
     Delight (D4D), our way of looking at design thinking.
                                                                                                  most interesting new offerings.



CATALYST EVENT                                 INTUIT                                    6   CATALYST EVENT                            INTUIT                         7
DESIGN FOR DELIGHT


      Design for Delight is ultimately about evoking positive emotion throughout the
                                                                                                 Today, you will get a chance to put these principles into practice, and we
      customer journey by going beyond customer expectations in delivering 	
                                                                                                 are also including a few methods in this notebook in case you want to try them
      awesome product experiences that people want to tell the world about.
                                                                                                 out on your own projects.




                                                                                                                                 Method 1: Customer Safari
                 Knowing your customer better
                 than they know themselves.                                                                                      Method 2: Empathy Map


                                                            To get to one great idea,
                                                            you need lots of them.




                                                                                                                                  Method 3: Brainstorming
                                                                                                                                  Method 4: 2x2




                                                                                                                                  Method 5: Storyboarding
                            You can never learn too early
                            or too often from customers.                                                                          Method 6: NEXT tool




CATALYST EVENT                                  INTUIT                                  8   CATALYST EVENT                          INTUIT                                        9
NOTES & DOODLES




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NOTES & DOODLES




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NOTES & DOODLES




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NOTES & DOODLES




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NOTES & DOODLES




                                        TOOLS&
                                       METHODS

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DEEP CUSTOMER EMPATHY



                 CUSTOMER SAFARI                                                                                          EMPATHY MAP



  WHEN TO USE IT                                          WHY USE IT                                       WHEN TO USE IT                                         WHY USE IT

  You want to get deep customer empathy                   • To identify the artifacts and 		               You have research findings and want the                • To sink into a customer’s perspective
  and insights on the experiences of 	                      environmental factors that influence 	         team to understand what they mean at a                 and related emotions.
  existing customers, new or prospective 	                  your customer.                                 deeper level.
  customers, or early-adopters who may                                                                                                                            • To uncover underlying motivations
  help you understand longer-term 		                      • To understand the current solutions 	                                                                 and beliefs that drive behaviors and
                                                                                                           HOW TO USE IT
  opportunities.                                            in context.                                                                                           words. Feelings are key to delivering
                                                                                                                                                                  delight.
  HOW TO USE IT                                           • To identify opportunities for 		               1. PLAN Set out Sharpies and Post-Its.
                                                            improving or changing the experience.                                                                 TIME
                                                                                                           2. UNPACK FIELD RESEARCH What was 		
  1. VISIT the location where your customer is            • To find new opportunities for 		               surprising? Individually, write down your top
                                                            disruptive innovation.                                                                                20 to 30 minutes per customer 
                                                                                                           three observations. Then as a group, share each
  2. OBSERVE the activities in their environment                                                           customer’s story out loud, one at a time. Take
                                                                                                                                                                  TIPS
                                                          TIME                                             notes on Post-Its, capturing observations, quotes,
  3. CAPTURE a list of:                                                                                    and inferences.
                                                                                                                                                                  • Using a unique Post-It color for each
                                                          60 to 120+ minutes
  	WHO are the people you observe?                                                                         3. WALK THE MAP Stick Post-Its in the 		               customer will make it easier to identify
                                                                                                           appropriate areas, starting with the explicit (say/    patterns across customers, and help to
  	WHAT are they trying to do?                            TIPS                                             do), and then to the implicit (feel/think) for each    identify duplicate notes.
                                                                                                           observation. What did this person:
  	WHAT are the barriers or 				                          • Take photos of the environment, the 	          	      Say? (quotes and keywords)                      • Expressing needs as verbs helps to
  	 problems they encounter?                                customer, and the problem, so you can 	        	      Do?      (actions and behaviors)                ensure a focus on the problem to solve
                                                            review them later and share them with 	        	      Feel? (infer emotions using 			                 rather than the solution to address it.
  	WHERE is the problem occuring?                           others on your team.                           		              words/facial expression)
                                                                                                           	      Think? (infer beliefs, logic – if I 			
  	WHEN does the problem occur?                           • Identify as many possible problems 	           		              do this, then…)
                                                            as you can.                                    	
  	WHY is it occuring?                                                                                     4. IDENTIFY CONTRADICTIONS Where did this
                                                          • Don’t stop with one WHY. Try to get to 	       person say one thing and do another? What 	
  	HOW do they deal with it?                                the root cause.                                motivation, belief, or unarticulated need 	
                                                                                                           resolves these truths?	
                                                          • Once you have identified problems 	
                                                            worth investigating in more detail, 	          5. STEP BACK Look for patterns across customers.
                                                            consider conducting in-person 		               			
                                                            interviews.                                    6. CLUSTER & IDENTIFY Group related observa-
                                                                                                           tions and insights. Note the ahas and insights for
                                                                                                           further exploration.

CATALYST EVENT                                   INTUIT                                             20   CATALYST EVENT                                  INTUIT                                              21
GO BROAD TO GO NARROW



                 BRAINSTORMING                                                                                       2x2 NARROWING


  WHEN TO USE IT                                          WHY USE IT                                       WHEN TO USE IT                                           WHY USE IT

  You want to quickly generate a bunch of                 • To quickly generate many new ideas.            You have a number of ideas and need to                   Explore relationships and tensions
  ideas from a variety of perspectives.                                                                    evaluate them to narrow your focus.                      between two goals, values, motivations,
                                                          • Incorporate diverse perspectives.                                                                       or other characteristics. Prioritize your
  HOW TO USE IT                                                                                            HOW TO USE IT                                            ideas using criteria important to you
                                                          • Probe more deeply into a problem or                                                                     and your customers.
                                                          opportunity area.
   1. SET CONTEXT by grounding participants in 	                                                           1. EXPERIMENT with word pairs for axis labels.           TIME
   the problem or opportunity space, project 		           TIME                                             It often takes a few iterations to arrive at useful
   history, personas and insights.                                                                         labels for analyzing ideas.
                                                                                                                                                                    About 15 minutes per round
                                                          30 to 45 minutes
   2. WARM UP with group exercise to get energy up.                                                        2. PLACE idea Post-Its in the appropriate
                                                                                                           quadrants. You should have Post-Its in all               TIPS
                                                          TIPS                                             quadrants. If you find they are all clustered in one
   3. FOCUS ATTENTION by writing a provocative 	
   question on the board (How might 		         	                                                           quadrant, brainstorm another axis label.                 • Make sure the best outcome is located
   we…? or What ways can…?).                              Brainstorms are only successful when                                                                      in the upper-right quadrant of the 2x2.
                                                          their results are put into action.               3. PHOTOGRAPH the populated 2x2 and the
   4. QUIET IDEATION to balance different thinking 	      An effective brainstorm should net 50 to         related notes.                                           • If you find Post-Its are crammed
   styles, spend two to three minutes capturing ideas 	   100 ideas. If you have more than eight                                                                    together in the upper-right quadrant,
   individually, one idea per Post-It. Use Sharpies.      participants, break them into groups of          4. ITERATE Develop multiple versions of 2x2s to          draw another 2x2 with the same axes.
                                                          five or six. That will generate even more        uncover additional insights and refine your point        Then re-evaluate the Post-Its from the
   5. ENGAGE EACH PARTICIPANT by asking           	 	     ideas and generate a higher level of en-         of view on which ideas to explore first.                 upper-right quadrant of the previous
   them to share an idea.                                 gagement. To generate even more ideas                                                                     diagram, comparing ideas to others in
                                                          when the stream has slowed to a trickle,                                                                  the same quadrant.
   6. REINFORCE the idea by repeating and clarifying 	    try one or more of the following:
   it, and then sticking it on the board.                                                                                                                           • Enlist one group member as note
                                                          • Add or remove constraints.                                                                              taker. Using a whiteboard or easel pad,
   7. BROADEN When ideation slows, build on 		            For example, ask “What if we had a 	                                                                      take notes on the discussion between
   ideas (see Tips).                                      million dollars?” Follow that with “What                                                                  team members as they place the ideas.
                                                          if we had $5 dollars?”                                                                                    The decision criteria that emerge are
   8. CLUSTER ideas into themes.                                                                                                                                    often more valuable than the actual
                                                          • Use analogies and metaphors. Ask                                                                        position of the Post-Its.
   9. NARROW the idea set by polling or voting.           “What else is like...?” “What qualities
                                                          are important?”
  10. HIGHLIGHT the winning ideas and discuss 	
  next steps.                                             • Use opposites to spark energy and
                                                          uncover unarticulated needs or desires.
                                                          “What’s the opposite of …?”

CATALYST EVENT                                 INTUIT                                               22   CATALYST EVENT                                    INTUIT                                             23
RAPID EXPERIMENTS WITH CUSTOMERS



                 STORYBOARDING                                                                                     NEXT TOOL



  WHEN TO USE IT                                           WHY USE IT                                    WHEN TO USE IT                                            WHY USE IT

  When you have an idea and want feed-                     Enables your team to iterate quickly on       • You have a clear customer-backed vision.                • To be more intentional about how you
  back on how well it solves the customer                  new concepts before spending time de-         • You want to experiment with different                   set up rapid experiments with
  problem, meets the customer’s criteria,                  signing or building high-fidelity mock-       ideas that ladder up to an established vision.            customers.
  or delivers a big customer benefit.                      ups. Storyboards can also be used to
                                                           gain deeper insight into the customer’s       HOW TO USE IT                                             • To make more informed decisions,
  HOW TO USE IT                                            experience.                                                                                             such as based on how people actually
                                                                                                                                                                   behave in the real world.
                                                           TIME                                          1. OUR INSIGHTS What is the big unmet 		
  1. SELECT an idea or problem to storyboard.                                                            problem? What was the compelling a-ha that is             TIME
                                                                                                         driving your vision?
                                                           60 minutes per iteration, including
  2. DETERMINE what you want to learn:
                                                           customer feedback.                                                                                      Iterative process.
  Ask the team, “What would be good about this                                                           2. OUR VISION Inspire your team with a grand
  solution?” Be very specific – “make it easy” is                                                        challenge. Focus on the customer and ensure solu-
  too broad. Narrow to the top 2-3 reasons. This           TIPS                                          tions are not included in the vision.                     TIPS
  is the hypothesis that you’ll test for this idea.
                                                           Participants who do not draw often            3. OUR IDEA Make it tangible and specific, while          • Embrace failure. Seek surprises and
  3. CREATE A SCRIPT Place a Post-It in each cell.         will want to use words in each cell to        highlighting the customer.                                new insights.
  Write the customer benefit in the last cell.             describe what is going on. To get better
  Describe the customer problem in the first 1-2           feedback, try to use words very               4. LEAP OF FAITH ASSUMPTION Focus on the                  • Run experiments, don’t debate.
  cells. Use the cells in-between to show how the          sparingly, only when necessary.               customer behaviors that must take place, and the
  story unfolds (your solution).                                                                         most “unknown” assumptions.                               • Make sure that your team is aligned on
                                                                                                                                                                   the customer behaviors you are trying
  4. REPLACE each Post-It with a sketch of a key                                                         5. OUR HYPOTHESES Ensure alignment with your              to test, and why.
  scene of the story.                                                                                    Leap of Faith. Choose numeric targets that inspire
                                                                                                         your team, and behaviors that are measurable.
  5. PILOT your storyboard. Have someone who
  doesn’t know the story read it aloud and tell you                                                      6. OUR EXPERIMENTS Test important behaviors
  what’s confusing. Revise.                                                                              that align with your hypothesis. Collect “currency”
                                                                                                         from customers as a way to measure real interest,
  6. GET CUSTOMER FEEDBACK Have the                                                                      and encourage teams to be open to surprises as
  customer tell you what is happening in each                                                            well as collect metrics. Make sure the experiment
  cell. Then get their reaction to the problem,                                                          will test your Leap of Faith.
  idea, and the benefit.
                                                                                                         7. OUR DECISION A team’s default decision is often
                                                                                                         to persevere, so push teams to make a strong case if
                                                                                                         that’s the way they decide to go.


CATALYST EVENT                                    INTUIT                                          24   CATALYST EVENT                                     INTUIT                                           25
LEADING IN THE INNOVATION AGE




                       Scott Cook
                       Principles for Leadership in the Innovation Age

   PRINCIPLE 1

   Leaders champion a grand challenge. Challenge your organization with the problem,

   not your solution. Grand challenges are ambitious, tangible and memorable, solution-free and

   focused on your customer (not on yourself).


   PRINCIPLE 2

   Leaders install the systems and culture to enable experimentation. Remove speed

   bumps in experimenters’ way. Make experimentation easy for everyone in your organization.                                                       by Intuit.
   Ask yourself: What slows my newest employees from testing their best ideas to ace my grand

   challenge? How much lower can we drive the cost of experiments and the time it takes to get

   around the lean experiment loop?
                                                                                                                           Learn More About Innovation at Intuit
                                                                                                                                http://bit.ly/IntuitCatalyst
   PRINCIPLE 3

   Leaders pull insights from successes and failures. The real goal of experimentation is

   to gain insights used to create business success. Savor the surprises from tests, both positive

   and negative. Recognize and reward those who pull insights from experiments


   PRINCIPLE 4

   Leaders live by the same rules themselves. Your own ideas have a leap of faith assump-

   tion, how can you test them fast and cheap? Recognize your idea is just one idea. Can your

   team find and test even better ideas?

CATALYST EVENT                                   INTUIT                                              26   CATALYST EVENT                  INTUIT                   27
#innovationcatalyst

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Catalyst - An Intuit Innovation Experience

  • 1. #innovationcatalyst An Intuit Innovation Experience January 29th, 2013
  • 2. WELCOME A message from Brad Smith, President and CEO Welcome to Catalyst! Welcome to Catalyst, a day-long immersion in Intuit’s You are part of a select group invited to participate innovation culture. Catalyst will not be your standard conference. in this inaugural event. We are excited you are here The PowerPoint will be minimal. Instead, you will take part in and excited to share our approach to innovation exercises where you will actively use innovation techniques and learn with you, our partners and friends. by doing. Working with our Innovation Catalysts, you will practice Today, we are living in a world where the pace of building deep customer empathy, quickly running experiments, and change is not evolutionary, but revolutionary. As applying our Design for Delight principles to solve business problems. the world becomes more global and more connected, new models and methods are reshaping the way we do business across industries and cultures. WHAT TO EXPECT This new landscape presents all of us with both great opportunities and great challenges. Today is a day where we will be learning new ways of approaching Many of the most innovative companies are transitioning to an old problems. It is a day of learning how to be comfortable with experiment driven culture, where it is not the opinion of the highest paid being uncomfortable and all the great insights that can come from person in the room that drives key decisions, but the data derived from experiments. In this new data-driven world, the role of leader is changing. failing fast. Most importantly, it is a day for learning practical No matter what you do or where you do it, strong innovation skills are a innovation tools that will evoke change and creativity. We are glad critical part of the modern workplace. you are here and look forward to spending a rewarding day together. At Intuit, we have experienced this first hand. The tools and techniques you will learn today have helped turbocharge our own innovation culture, A FEW GROUND RULES inspire our employees and ultimately delight our customers. Our hope is that when you leave today, you will be armed and inspired 1. Everyone is a designer. with a new set of skills to lead innovation in your own organizations. So roll up your sleeves and enjoy your day innovating at Intuit! 2. Be open to new possibilities. 3. Be present. Brad 4. Everyone has an equal voice. 5. Work as a team. 6. Share what you learn. #innovationcatalyst | @Intuitinc CATALYST EVENT INTUIT 2 CATALYST EVENT INTUIT 3
  • 3. AGENDA 0930 Welcome & Leadership in an Agile Age (Scott Cook) 0950 Design for Delight: part 1 (Lionel Mohri and Innovation Catalysts) 1145 Lunch 1230 Design for Delight: part 2 (Lionel Mohri and Innovation Catalysts) 0145 Reflections (Scott Cook and Lionel Mohri) 0220 Break 0230 Intuit Innovation Case Studies (Kaaren Hanson & Suzanne Pellican) 0300 Fireside Chat (Brad Smith) INNOVATION 0400 Innovation Gallery Walk at INTUIT. CATALYST EVENT INTUIT 4 CATALYST EVENT INTUIT 5
  • 4. INNOVATION AT INTUIT Intuit applies two core capabilities to delight customers... Intuit has mechanisms in place to grow & reward our innovators... UNSTRUCTURED TIME Customer-driven Innovation Design for Delight … 10% time to pursue your ideas INNOVATION AWARDS … 3 months time for top innovators find an that we and important those we enable problem can solve well BRAINSTORM …digital platform connecting people to help ideas grow IDEA JAMS with durable …sessions dedicated to move ideas forward advantage INNOVATION CATALYSTS …a community of 200 driving Design for Delight in the DNA LOVE METRICS RAPID EXPERIMENTS, LEAN START-INS …test our hypotheses with customers “in the wild” Deliver the customer benefit Active product usage Proactive word of mouth EXAMPLE Innovation at Intuit is systematic. Yet, we afford our employees the autonomy Consider the success of SnapTax. It’s to tap into their own passions to delight customers and grow the company. an app that people use to prepare and file simple tax Innovation at Intuit is the intersection of customer, technology and business returns on their iPhone in a matter of seconds. insights. We encourage our employees to know our customers - watch them, listen to them, visit their homes and workplaces - so they can discover and solve First conceptualized by a small team using their 10% important customer problems. Our secret sauce for innovation is Design for unstructured time, SnapTax has become one of our Delight (D4D), our way of looking at design thinking. most interesting new offerings. CATALYST EVENT INTUIT 6 CATALYST EVENT INTUIT 7
  • 5. DESIGN FOR DELIGHT Design for Delight is ultimately about evoking positive emotion throughout the Today, you will get a chance to put these principles into practice, and we customer journey by going beyond customer expectations in delivering are also including a few methods in this notebook in case you want to try them awesome product experiences that people want to tell the world about. out on your own projects. Method 1: Customer Safari Knowing your customer better than they know themselves. Method 2: Empathy Map To get to one great idea, you need lots of them. Method 3: Brainstorming Method 4: 2x2 Method 5: Storyboarding You can never learn too early or too often from customers. Method 6: NEXT tool CATALYST EVENT INTUIT 8 CATALYST EVENT INTUIT 9
  • 6. NOTES & DOODLES CATALYST EVENT INTUIT 10 CATALYST EVENT INTUIT 11
  • 7. NOTES & DOODLES CATALYST EVENT INTUIT 12 CATALYST EVENT INTUIT 13
  • 8. NOTES & DOODLES CATALYST EVENT INTUIT 14 CATALYST EVENT INTUIT 15
  • 9. NOTES & DOODLES CATALYST EVENT INTUIT 16 CATALYST EVENT INTUIT 17
  • 10. NOTES & DOODLES TOOLS& METHODS CATALYST EVENT INTUIT 18 CATALYST EVENT INTUIT 19
  • 11. DEEP CUSTOMER EMPATHY CUSTOMER SAFARI EMPATHY MAP WHEN TO USE IT WHY USE IT WHEN TO USE IT WHY USE IT You want to get deep customer empathy • To identify the artifacts and You have research findings and want the • To sink into a customer’s perspective and insights on the experiences of environmental factors that influence team to understand what they mean at a and related emotions. existing customers, new or prospective your customer. deeper level. customers, or early-adopters who may • To uncover underlying motivations help you understand longer-term • To understand the current solutions and beliefs that drive behaviors and HOW TO USE IT opportunities. in context. words. Feelings are key to delivering delight. HOW TO USE IT • To identify opportunities for 1. PLAN Set out Sharpies and Post-Its. improving or changing the experience. TIME 2. UNPACK FIELD RESEARCH What was 1. VISIT the location where your customer is • To find new opportunities for surprising? Individually, write down your top disruptive innovation. 20 to 30 minutes per customer  three observations. Then as a group, share each 2. OBSERVE the activities in their environment customer’s story out loud, one at a time. Take TIPS TIME notes on Post-Its, capturing observations, quotes, 3. CAPTURE a list of: and inferences. • Using a unique Post-It color for each 60 to 120+ minutes WHO are the people you observe? 3. WALK THE MAP Stick Post-Its in the customer will make it easier to identify appropriate areas, starting with the explicit (say/ patterns across customers, and help to WHAT are they trying to do? TIPS do), and then to the implicit (feel/think) for each identify duplicate notes. observation. What did this person: WHAT are the barriers or • Take photos of the environment, the Say? (quotes and keywords) • Expressing needs as verbs helps to problems they encounter? customer, and the problem, so you can Do? (actions and behaviors) ensure a focus on the problem to solve review them later and share them with Feel? (infer emotions using rather than the solution to address it. WHERE is the problem occuring? others on your team. words/facial expression) Think? (infer beliefs, logic – if I WHEN does the problem occur? • Identify as many possible problems do this, then…) as you can. WHY is it occuring? 4. IDENTIFY CONTRADICTIONS Where did this • Don’t stop with one WHY. Try to get to person say one thing and do another? What HOW do they deal with it? the root cause. motivation, belief, or unarticulated need resolves these truths? • Once you have identified problems worth investigating in more detail, 5. STEP BACK Look for patterns across customers. consider conducting in-person interviews. 6. CLUSTER & IDENTIFY Group related observa- tions and insights. Note the ahas and insights for further exploration. CATALYST EVENT INTUIT 20 CATALYST EVENT INTUIT 21
  • 12. GO BROAD TO GO NARROW BRAINSTORMING 2x2 NARROWING WHEN TO USE IT WHY USE IT WHEN TO USE IT WHY USE IT You want to quickly generate a bunch of • To quickly generate many new ideas. You have a number of ideas and need to Explore relationships and tensions ideas from a variety of perspectives. evaluate them to narrow your focus. between two goals, values, motivations, • Incorporate diverse perspectives. or other characteristics. Prioritize your HOW TO USE IT HOW TO USE IT ideas using criteria important to you • Probe more deeply into a problem or and your customers. opportunity area. 1. SET CONTEXT by grounding participants in 1. EXPERIMENT with word pairs for axis labels. TIME the problem or opportunity space, project TIME It often takes a few iterations to arrive at useful history, personas and insights. labels for analyzing ideas. About 15 minutes per round 30 to 45 minutes 2. WARM UP with group exercise to get energy up. 2. PLACE idea Post-Its in the appropriate quadrants. You should have Post-Its in all TIPS TIPS quadrants. If you find they are all clustered in one 3. FOCUS ATTENTION by writing a provocative question on the board (How might quadrant, brainstorm another axis label. • Make sure the best outcome is located we…? or What ways can…?). Brainstorms are only successful when in the upper-right quadrant of the 2x2. their results are put into action. 3. PHOTOGRAPH the populated 2x2 and the 4. QUIET IDEATION to balance different thinking An effective brainstorm should net 50 to related notes. • If you find Post-Its are crammed styles, spend two to three minutes capturing ideas 100 ideas. If you have more than eight together in the upper-right quadrant, individually, one idea per Post-It. Use Sharpies. participants, break them into groups of 4. ITERATE Develop multiple versions of 2x2s to draw another 2x2 with the same axes. five or six. That will generate even more uncover additional insights and refine your point Then re-evaluate the Post-Its from the 5. ENGAGE EACH PARTICIPANT by asking ideas and generate a higher level of en- of view on which ideas to explore first. upper-right quadrant of the previous them to share an idea. gagement. To generate even more ideas diagram, comparing ideas to others in when the stream has slowed to a trickle, the same quadrant. 6. REINFORCE the idea by repeating and clarifying try one or more of the following: it, and then sticking it on the board. • Enlist one group member as note • Add or remove constraints. taker. Using a whiteboard or easel pad, 7. BROADEN When ideation slows, build on For example, ask “What if we had a take notes on the discussion between ideas (see Tips). million dollars?” Follow that with “What team members as they place the ideas. if we had $5 dollars?” The decision criteria that emerge are 8. CLUSTER ideas into themes. often more valuable than the actual • Use analogies and metaphors. Ask position of the Post-Its. 9. NARROW the idea set by polling or voting. “What else is like...?” “What qualities are important?” 10. HIGHLIGHT the winning ideas and discuss next steps. • Use opposites to spark energy and uncover unarticulated needs or desires. “What’s the opposite of …?” CATALYST EVENT INTUIT 22 CATALYST EVENT INTUIT 23
  • 13. RAPID EXPERIMENTS WITH CUSTOMERS STORYBOARDING NEXT TOOL WHEN TO USE IT WHY USE IT WHEN TO USE IT WHY USE IT When you have an idea and want feed- Enables your team to iterate quickly on • You have a clear customer-backed vision. • To be more intentional about how you back on how well it solves the customer new concepts before spending time de- • You want to experiment with different set up rapid experiments with problem, meets the customer’s criteria, signing or building high-fidelity mock- ideas that ladder up to an established vision. customers. or delivers a big customer benefit. ups. Storyboards can also be used to gain deeper insight into the customer’s HOW TO USE IT • To make more informed decisions, HOW TO USE IT experience. such as based on how people actually behave in the real world. TIME 1. OUR INSIGHTS What is the big unmet 1. SELECT an idea or problem to storyboard. problem? What was the compelling a-ha that is TIME driving your vision? 60 minutes per iteration, including 2. DETERMINE what you want to learn: customer feedback. Iterative process. Ask the team, “What would be good about this 2. OUR VISION Inspire your team with a grand solution?” Be very specific – “make it easy” is challenge. Focus on the customer and ensure solu- too broad. Narrow to the top 2-3 reasons. This TIPS tions are not included in the vision. TIPS is the hypothesis that you’ll test for this idea. Participants who do not draw often 3. OUR IDEA Make it tangible and specific, while • Embrace failure. Seek surprises and 3. CREATE A SCRIPT Place a Post-It in each cell. will want to use words in each cell to highlighting the customer. new insights. Write the customer benefit in the last cell. describe what is going on. To get better Describe the customer problem in the first 1-2 feedback, try to use words very 4. LEAP OF FAITH ASSUMPTION Focus on the • Run experiments, don’t debate. cells. Use the cells in-between to show how the sparingly, only when necessary. customer behaviors that must take place, and the story unfolds (your solution). most “unknown” assumptions. • Make sure that your team is aligned on the customer behaviors you are trying 4. REPLACE each Post-It with a sketch of a key 5. OUR HYPOTHESES Ensure alignment with your to test, and why. scene of the story. Leap of Faith. Choose numeric targets that inspire your team, and behaviors that are measurable. 5. PILOT your storyboard. Have someone who doesn’t know the story read it aloud and tell you 6. OUR EXPERIMENTS Test important behaviors what’s confusing. Revise. that align with your hypothesis. Collect “currency” from customers as a way to measure real interest, 6. GET CUSTOMER FEEDBACK Have the and encourage teams to be open to surprises as customer tell you what is happening in each well as collect metrics. Make sure the experiment cell. Then get their reaction to the problem, will test your Leap of Faith. idea, and the benefit. 7. OUR DECISION A team’s default decision is often to persevere, so push teams to make a strong case if that’s the way they decide to go. CATALYST EVENT INTUIT 24 CATALYST EVENT INTUIT 25
  • 14. LEADING IN THE INNOVATION AGE Scott Cook Principles for Leadership in the Innovation Age PRINCIPLE 1 Leaders champion a grand challenge. Challenge your organization with the problem, not your solution. Grand challenges are ambitious, tangible and memorable, solution-free and focused on your customer (not on yourself). PRINCIPLE 2 Leaders install the systems and culture to enable experimentation. Remove speed bumps in experimenters’ way. Make experimentation easy for everyone in your organization. by Intuit. Ask yourself: What slows my newest employees from testing their best ideas to ace my grand challenge? How much lower can we drive the cost of experiments and the time it takes to get around the lean experiment loop? Learn More About Innovation at Intuit http://bit.ly/IntuitCatalyst PRINCIPLE 3 Leaders pull insights from successes and failures. The real goal of experimentation is to gain insights used to create business success. Savor the surprises from tests, both positive and negative. Recognize and reward those who pull insights from experiments PRINCIPLE 4 Leaders live by the same rules themselves. Your own ideas have a leap of faith assump- tion, how can you test them fast and cheap? Recognize your idea is just one idea. Can your team find and test even better ideas? CATALYST EVENT INTUIT 26 CATALYST EVENT INTUIT 27