This document outlines Kaaren Hanson's work to transform Intuit into a design-driven company focused on delighting customers. It discusses how she introduced the concept of Design for Delight (D4D) at Intuit in 2004 to move beyond ease of use and have design drive innovation. Over time, D4D was scaled up within Intuit through building design leadership, craft, and sharing D4D externally. This helped Intuit significantly outperform the S&P 500 from 2004-2017 and solidify its position as a design-driven, innovative company.

1. DESIGNED
TO
LAST KAAREN HANSON

2. LEGACY

3. LEGACY
IMPACT THAT LASTS

4. 1983
INTUIT IS
LAUNCHED

5. CUSTOMERS +
EASE OF USE

6. CUSTOMERS +
EASE OF USE

7. CUSTOMERS +
EASE OF USE
REVENUE
PRODUCTS
EMPLOYEES
SILOS
COMPLEXITY
DISTRACTIONS

8. 2003
JUMPING IN

9. CURRENT
STATE?

10. AVERAGE
CURRENT
STATE

12. “WE HAVE THE
BEST USER
EXPERIENCE!”

13. “WE HAVE THE
BEST USER
EXPERIENCE!”

14. “WE HAVE THE
BEST USER
EXPERIENCE!”
“NO. WE'RE
AVERAGE.”

15. WHAT’S
BEYOND
EASE?

16. WHAT’S
BEYOND
EASE?

17. WHAT’S
BEYOND
EASE?

18.
DELIGHT

19.
DELIGHT

20. D4D
DESIGN FOR
DELIGHT

22. “I HAD NEVER
SEEN SOMETHING
LIKE THIS BEFORE.”
“IT WAS FUN–
I WANTED TO USE
IT AGAIN.”
“EVERYTHING
WORKED!”
“SO MUCH BETTER
THAN I EXPECTED.
“IT WAS SO
SIMPLE,
BUT SO
BRILLIANT.”

23. “I HAD NEVER
SEEN SOMETHING
LIKE THIS BEFORE.”“IT WAS FUN–
I WANTED TO USE
IT AGAIN.”
“EVERYTHING
WORKED!”
“SO MUCH BETTER
THAN I EXPECTED.
“IT WAS SO
SIMPLE,
BUT SO
BRILLIANT.”
DELIGHT

24. ANNUALIZED SHAREHOLDER
RETURN (2004-2006)
EXECUTIVE BUY-IN
JAN
2004
JUN
2004
JAN
2005
JUN
2005
JUN
2006
JAN
2006
JAN
2007
S&P 500

25. D4DDESIGN FOR
DELIGHT

26. D4DDESIGN FOR
DELIGHT
DELIGHT FORUM

27. D4DDESIGN FOR
DELIGHT
D4D PROCESS

28. DISCUSSION
PROCESS
COMMIT TO NEW
BEHAVIORS
D4DDESIGN FOR
DELIGHT
INSPIRATION

29. D4D YEAR 1 RESULTS:
NOTHING

33. INTUIT
DESIGN-DRIVEN COMPANY
=

34. D4D
DESIGN FOR
DELIGHT

35. 1. NO NEW
CONTENT
2. BETTER BE
AMAZING

39. “IF THINGS GET MUCH
WORSE, I’LL START
HAVING WATER FOR
BREAKFAST TOO.”

40. INNOVATION
CATALYSTS

41. INNOVATION
CATALYSTS

43. 1. GIVE D4D AWAY

44. 1. GIVE D4D AWAY
2. NOT EVERYONE IS A CATALYST

45. 1. GIVE D4D AWAY
2. NOT EVERYONE IS A CATALYST
3. POWER OF THE POSSE

46. INNOVATION
CATALYSTS

47. INNOVATION
CATALYSTS

48. STRONG
DESIGN CRAFT

49. STRONG
DESIGN CRAFT
MORE
DESIGNERS
MORE DESIGN
LEADERSHIP

50. EXTERNAL
RATIOS
DESIGNER
PMS

51. BAD UX
COMPANIES
EXTERNAL
RATIOS
DESIGNER
PMS

52. BAD UX
COMPANIES
EXTERNAL
RATIOS
DESIGNER
PMS
≥2:1 ≤1:1

53. INTERNAL
RATIOS

54. D
PM
D
PM
D
PM
PM
D
PM
D
D
PM
PM
D
PM
INTERNAL
RATIOS

55. D
PM
D
PM
D
PM
PM
D
PM
D
D
PM
PM
D
D
D
D
D
PM
D
INTERNAL
RATIOS
D

56. D
PM
D
PM
D
PM
PM
D
PM
D
D
PM
PM
D
D
D
D
D
PM
D
INTERNAL
RATIOS
D
2:1
3:1
2:1
2:1

57. BUILDING DESIGN LEADERSHIP
DESIGNERS DIRECTORS & STRATEGISTS VP-LEVEL

58. BUILDING DESIGN LEADERSHIP
DESIGNERS DIRECTORS & STRATEGISTS VP-LEVEL

59. “DESIGN-DRIVEN COMPANIES
OUTPERFORM S&P BY 228%
OVER 10 YEARS.”
– HBR BLOG/DESIGN MANAGEMENT INSTITUTE 2013

60. “WE ARE A DESIGN-DRIVEN INNOVATIVE GROWTH
COMPANY, THAT GETS BETTER EVERY DAY.”
– BRAD SMITH

61. 2007 2008 2009 2010 2011 2012 2013 201720152014 2016
INTUIT
S&P 500 CRAFT &
LEADERSHIP
D4D

64. Articulate YOUR
VISION
1

65. WIN
HEARTS
& MINDS
2

66. GIVE IT
AWAY
3

67. 4
Scale
USE SIZE
TO YOUR
ADVANTAGE

68. VISION
WIN HEARTS
& MINDS
GIVE IT
AWAY
USE SIZE
TO YOUR
ADVANTAGE

69. LEGACY
IMPACT THAT LASTS