Scaling a Design Thinking Competency at Intuit

The Business ProblemMaintaining leadership in creating customer value through innovation

The ContextMoving beyond “designing for ease of use” to “designing for delight”

Design’s ContributionProviding a set of tools for engaging employees to think more creatively about enhancing value for customers

Creating Innovation Catalysts

Training programDesign Thinking into the company’s

DNA

Lean Startup • Emphasize scientific experimentation

• Quick iteration• Product releases • Minimal funding

Jumping the Bandwagons

Creating Infrastructure

Creativity through Structure

The Role of CultureDesign Thinking: Intuit’s DNA• Design principals for the

customer• Design thinking is a core

competency• Set people up to Succeed

Sources:

• Delight, by Design. June 6, 2013, Innovation Sets Intuit Apart as a Customer-Centric

Leader Article by Bob Thompson, http://customerthink.com/delight_by_design_innovatin_sets_intuit_apart_as_customer_centric_leader/

• http://www.ducttapemarketing.com/blog/2008/06/12/intuitive-logo-design/