of Corporate

LEAH BULEY · UXSTRAT 2013

Marriage�The

& UX Strategy

mission improve people�s financial lives

annual revenue $4.15 billion

size 8500 employees

innovation at Intuit

10% time

innovation at Intuit

horizon planning

H1 H2 H3

innovation at Intuit

d4d

innovation at Intuit

IAT

IAT’s Mission Accelerate Intuit’s journey to be a premier innovative growth company through game changing design, technology and new ways to work.

Leah Buley Design Strategist & Author of The User Experience Team of One

How We Work

Partner With Business Units

Reimagine Our Core Products

1 2

Partner With Business Units e.g., QuickBooks for iPad 1

! !!Reimagine Our Core Products e.g., Small Business 2020 2

2012 Reimagine Payments

Interesting things afoot in payments New ways to pay

New ways to get paid

New banking alternatives

New currencies

New economies

What are the implications for... people who do taxes people who track their finances people who own small businesses people who are accountants

strat·e·gy noun

: an adaptation that

serves an important

function in achieving

evolutionary success

+!

Who is our customer?

Us � Business�Unit�

End �User �

It’s corporate strategy Surprise!�

Us � Business�Unit�

End �User �

Corp�Strat �

UX �Strategy�Corporate�Strategy�

CEO SPONSORED

BU INSPIRED

Our Approach

Their Approach

Our first attempt to unify wasn�t very unified

You must work together

Illustration courtesy of Piotrek Chuchla from the Noun Project

Combined Approach

Terms of Engagement

• Run as separate teams

• Appoint a liaison

• Weekly team meetings

• Share material back and forth

• Involve each other in key sessions

Corp strat’s strengths

Competitive analysis �

Corp strat’s strengths

ENTERPRISE

MID- MARKET

MAIN STREET

MICRO-BUSINESSES

0 1K 10K 100K 1M 5M 20M

Spotting market opportunities �

YEAR 1 Competitor X Establishes Minimum Viable Product

Corp strat’s strengths

Using case studies for predictive planning�

YEAR 4 Improves Penetration of

Profitable Features

YEAR 7 Improves Economics

YEAR 10 Expands Customer

Ecosystem

YEAR 13 Builds Value Added

Services

YEAR 16 Enables New Workflows

UX strat’s strengths

Seeing Into �People’s Lives�

UX strat�s strengths

Trendspotting �

UX strat�s strengths Envisioning � experiences�

CORPORATE STRATEGY IS GOOD AT

UX STRATEGY IS GOOD AT

Identifying market opportunities

Gathering data on competitors

Applying case studies from market analogs

Understanding and developing pricing models

Forecasting future penetration and revenue

Influencing decision makers

Identifying customer insights

Taking inspiration from other domains

Understanding current product trends and customer expectations

Envisioning and validating new offerings

Painting compelling pictures of the future

Influencing product teams

Illustrations courtesy of Jardson Araujo and Ilsur Aptukov from The Noun Project

Together, the two can animate the whole organism

It finally happened We got a seat

Research Probes

�There are a lot of autopays. My only worry is out of sight, out of mind. If you switch, you could still pay for the old. Or, if it shuts off, and it doesn�t notify you.�

�That�s scary that a business could need that. I wouldn�t use that feature. The idea that you wouldn�t already know that you are net positive is implausible.�

�I took this to be Outlook. That's really important for us. Everyone in our office is able to track the time they spend and color code for different jobs, which we bill 15 minutes at a time. All of those numbers feed into our business software.�

Unfocus Group

Field Research

Customer Insights

Experience Opportunities

Internal �Science Fair�

Concept Cookbook

An opportunity framework + 5 concepts

Notional Product Ideas

Flipbooks

Walkthrough Exhibit

Vision Videos

Roadmapping Session

You’ve taken something prosaic and made it beautiful.

“�”!

Lessons when partnering with corporate strategy �

You stand for the customer

Look to their data for focus

Be a friendly gadfly Make it vivid and sensory

Illustration courtesy of Parker Martin from the Noun Project

Thanks!

leah_buley@intuit.com

leahbuley.com

@ugleah

uxteamofone.com discount code UXPABULEY for 20% off