Talk by Kaushik Ghosh, Intuit, at the STC India UX Conference on Saturday, August 27, 2011, conducted at WE School, Bangalore. https://sites.google.com/site/stcindiaux/speakers#Kaushik

1. Aiming For Delight!
From
‘Good’
Experience
to
‘Delightful’
Experience
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

2. “It
is
not
enough
that
we
build
products
that
func6on,
that
are
understandable
&
usable
–
we
also
need
to
build
products
that
bring
joy
&
excitement,
pleasure
&
fun,
and
yes,
beauty,
to
people’s
lives”
Don
Norman
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

3. So
what
is
a
‘Deligh/ul
experience’?
All
who
are
from
the
background
of
User
Centered
Design
know
the
drill
of
‘designing
an
experience’.
We
usually
aJempt
to
know
…
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

4. How
people
view
their
worlds
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

5. What
are
their
Goals….primary,
secondary,
terNary…
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

6. And
how
do
they
want
to
achieve
it
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

7. This
is
where
‘Delight’
raises
the
stake
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

8. What
do
people
love?
What
excites
or
surprises
them?
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

9. Let’s
look
at
an
example
of
Delight…
Renee
Ended
up
buying
2
Nckets
for
the
same
journey
Renee
Wu
was
booking
herself
on
Air
Asia
plane
to
visit
home
in
Taipei.
But
she
had
an
oversight
on
the
‘no.
of
passenger’
input
field
on
the
web
based
booking
form
and
two
of
the
same
Nckets
have
been
bought.
When
she
calls
the
call
center,
the
customer
service
agent,
to
her
surprise,
agrees
to
cancel
one.
And
that’s
not
all,
he
informs
her
that
she
has
a
choice
to
convert
one
of
the
onward
Ncket
to
a
return
journey
Ncket
without
paying
anything
extra!
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

10. So
‘Delight’
happened
when
Inconveniences
or
anxieNes
get
not
only
resolved,
losses
are
also
turned
into
benefits
Unexpected
Wow
ANXIETY
RESOLVED
DELIGHT
ABOUT
LOSS
UNEXPECTEDLY
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

11. So,
when
does
‘Delight’
happen?
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

12. ‘Delight’
happens
when
An
Experience
is
complete
&
persistent…users
are
never
le
to
fend
for
themselves
At
Disney
even
the
trash
cans
are
themed
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

13. ‘Delight’
happens
when
Experiences
are
designed
to
be
unexpected
Culturally
appropriate
surprise
&
humor
to
build
an
experienNal
language
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

14. ‘Delight’
happens
when
Experiences
are
engaging
and
gives
the
power
of
control
Ability
to
go
beyond
the
common
expectaNon
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

15. ‘Delight’
happens
when
Experiences
evoke
PosiNve
EmoNon
People
love
collecNng
They
anNcipate
the
pay
off
It
modifies
their
behavior
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

16. ‘Delight’
happens
when
People’s
problems
are
solved
well
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

17. How
Jonathan
Kaplan
used
Customer
Delight
to
disrupt
an
Industry
Most
video
camera
makers
worry
about
zoom,
pixels,
quality
etc….they
forget
to
note
a
simple
thing
–
how
people
want
to
have
fun,
share
&
enjoy
Flip's
astounding
success
has
turbocharged
video
sharing
online—and
in
the
process
it
forced
Sony,
Samsung
and
others
to
create
a
slew
of
easy-­‐to-­‐use
devices
that
will
compete
with
it.
CISCO
had
to
buy
it
off
to
stop
the
market
disrupNon
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

18. It
is
what
Intuit
stands
for:
lots
of
delighted
customers…
Improving
Help families put up to $1,000
~
50M
Lives Help small businesses be 20%
back in their pockets… $550M in more profitable… Customers
consumer savings identified to revenues ~20% of U.S. GDP, pay
date 1 in 12 American workers
Help people get the
maximum tax refund… Improve FI profit per Help accountants be 20%
$33B in tax refunds, customer by 20%… IB more productive today…
1 out of every 3 customers equal to the 5th Serve half of all accounting
tax returns e-filed largest U.S. bank firms
18

19. So
how
does
Intuit
discover
–
define
–
deliver
delight
to
its
customers
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

20. Intuit’s
‘Design
for
Delight’
framework
knowing
your
creaNng
mulNple
customers
beJer
opNons
and
then
than
they
know
intenNonally
choosing
themselves...
the
to
invesNgate
those
beJer
you
know
that
have
the
your
customer,
the
potenNal
to
delight...
more
likely
you
will
to
come
up
with
a
be
to
find
a
way
to
great
idea,
you
need
a
delight
them!
lot
of
ideas!
consistently
trying
out
ideas
with
customers
to
gauge
their
response...
make
sure
that
you
don't
go
very
far
down
a
path
before
gejng
feedback!
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

21. Discover:
Customer
Empathy
captured
thru
stories
Customer
Interview
Debrief
Deriving
High
Level
‘Problem
Statement
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

22. Discover:
Detailing
Customer
Journeys
Use
stories
to
reveal
breakdowns
&
unsolved
needs
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

23. Assign
an
emoNon
to
each
step
of
their
journey
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

24. Define:
Going
Broad
to
Go
Narrow
Brainstorming
to
find
alternaNves
Clusters/Themes
prioriNzed
thru
voNng
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

25. Define:
Focusing
on
Key
Scenarios
and
choosing
‘Delight
Goals’
Rapid
ExperimentaNon
with
Customers
through
Concept
Storyboarding
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

26. Define:
From
Tested
concept
to
Hypotheses
validaNon
Delight
Goal
I
would
love
to
know
about
the
offers
targeted
to
the
specific
items
I
want
to
buy
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

27. Deliver:
Using
the
‘Delight
Metrics’
1.
Ease
1. Set
Confidence
Goals
1. Define
CriNcal
Tasks
[majority
selects
top
that
people
do
most
two
boxes
–
score
6-­‐7
of
the
Nme
2. User
opinion
about
Confidence
Score
Success
Score
2. IdenNfy
their
barriers
correct
acNon
taken
on
3. Set
target
success
a
7
point
scale
rates
3. How
many
would
2.
Unexpected
Wow
3.
PosiNve
EmoNons
4.
Report
the
%
of
recommend
the
users
who
product
to
others.
Use
successfully
‘Net
Promoter’
Score
completed
tasks
1. Set
WOW
goals.
What
are
the
true
delighters
2. Ask
users
to
rate
an
experience
on
a
7
point
scale
3. Report
%
of
users
who
select
top
2
choices:
Much
beJer
than
Expected
&
Somewhat
BeJer
than
expected
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

28. A
Design
Army
at
Intuit:
Engineers
mentored
to
become
‘InnovaNon
Catalysts’
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

29. And
they
are
gejng
‘quite
a
name’
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011

30. Keep
DelighNng!
India
Development
Center
STC
India
UX
Conference,
Bangalore
2011