ware Avoid Failure Periodic Thinking TO DESIGN THINKING Learning from TRIAL & ERROR User involvment EMPATHY Minimum viable product - MVP Learn fast FAIL EARLY Iterative CONTINUOUS Doing SHOW DON’T TELL DESIGN APPROACH SHIFT 9
EXPERIENCES WE WERE CREATING – THAT IN MANY CASES WE WERE NO BETTER THAN OUR COMPETITORS KAAREN HANSEN ( VP DESIGN @ INTUIT 2007 ) 10 Intuit Journey 2007 - 1015
reaction to doing their income taxes • Complicated, requires too much paperwork •Afraid of making mistakes •Inconvenient and time-consuming TurboTax must recognize, acknowledge and overcome the psychological barriers held by their potential customers if they are to get them to engage in the tax preparation process.
equipped to discover customer insights that lead to innovation and delightful product experiences Inspiration for long term vision and roadmap Improved usability, building the right features, increased adoption and delightful product experiences BUSINESS OUTCOME OF EMPATHY