Intuit faced declining customer satisfaction and hired a design director to implement a "Design for Delight" initiative. The director created a team of "innovation catalysts" to teach design thinking practices. They helped teams run experiments like observing customers and prototyping solutions. This led to successes that improved the culture and Intuit was transformed into a design-driven company, climbing out of its difficulties.

1. Intuit: How Design Drove Its Turnaround

2. Roger Martin
Rotman School of Management
University of Toronto
The Author
The full article is available at Harvard Business Review

3. Technologycommercialization manager
ExploitTechnologiesPte Ltd (ETPL)
AgencyforScience, TechnologyandResearch (A*STAR, Singapore)
B. Eng & Ph.d (Engineering)
NanyangTechnological University
Singapore
M.B.A.
INSEAD
Fontainebleau,France
Presentationby
LI Wei

4. With Its culture and entrepreneurial atmosphere, the
software company has earned a spot on Fortune’s
“BEST COMPANIES TO WORK FOR”

5. The story is about Intuit’s reinvention as a design-driven company

6. The birth of the IDEA

7. In 2007, Intuit faced a tough
CHALLENGE

8. ItsNETPROMOTERSCOREwasFALTERING

9. It is an important indicator to
measure how likely a customer is to
recommend the product to a friend

10. It needed a new approach
to galvanize customer

11. Chairman
SCOTT COOK
DESIGN FOR DELIGHT
Intuit’s reinvention as a
design-driven company
(D4D)

12. He might not be the next Steve Jobs
with a powerful visionary

13. but he believed grass roots of the company can drive success
in innovation given the right coaching and practice

14. From idea to INITIATIVE

15. Design Director
KAAREN HANSON
A talented young design
director was selected

16. to drive an organized program
for moving from talking about
D4D to DOING it

17. A team of 10 design-thinking coaches
“INNOVATION CATALYSTS”
was created

18. They came from variety of fields in intuit
and with good people skill

19. CLOSER to the bottom
than the top
DIRECTORLEVEL
They are all below

20. Their training and
deployment was Hanson’s
central agenda for FY2009

21. A series of design for delight
forums were organized
D4D

22. The EXPERTS of design thinking
were invited as featured speakers

23. The forums also
showcased D4D successes
and shared best practices

24. Hanson’s innovation catalysts were available
to help any work groups for their design
thinking projects

25. She also kept in close contact with general managers

26. To make sure that the catalysts
were addressing the manager’s
BIGGEST PROBLEMS

27. HIGH-IMPACTWINS
And
were seen in the company

28. From presentations to EXPERIMENTS

29. Traditionally, decision at Intuit
had been made on the basis of
PRESENTATIONS

30. A key component of D4D was to shift
the focus to listen directly from
customers through experiments

31. It is an experiment-based innovation process

32. Observe customers in their offices to
determine the greatest pain point
1
PAINSTORM

33. Generate many concepts of
product and then winnow possible
solutions for prototyping
2
SOL-JAM

34. 3
CODE-JAM
A rapid experimentation within two weeks for
the quick and direct feedback from customer

35. From breakthroughs to CULTURE

36. Intuit would have to
to make the transformation complete
SCALEUP

37. ANOTHER CATALYSTS
were selected, trained and deployed
65

38. Intuits needed people with
PASSION to drive Design
for Delight and help
others to do great work
D4D

39. To increase the catalysts’ effectiveness,
another small team was established

40. To help middle management EMBRACE both
design thinking and the innovation catalysts

41. They integrated design thinking into
Intuit’s leadership training programs

42. To create a platform for directors to work with
innovation catalysts and experience the benefit of D4D

43. Summary

44. IDEA INITIATIVE INNOVATION
ANALYST
EXPERIMENT
INNOVATION
CORPORATE
CULTURE
Intuit’s reinvention as a design-driven company

45. America’s most admired software company

46. SCOTT COOK may not
be another Steve jobs,
but it turned out Intuit
didn’t need one

47. www.innodiary.org