creating a culture of experimentation
Post on 18-Oct-2014
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DESCRIPTION
BRITE Conference Presentation by Kaaren Hanson, Vice President Design Innovation, Intuit.TRANSCRIPT
From:Traditional Thinking
To:Culture of Experimentation
4 + 4 = 8 8 = 4 + 4
= 2 + 6
= 4 X 2
= 12 - 4
= 24/3
Discovery of what is “right”.The so-called “correct” answer.
Discovery of what WORKS.An infinity of POSSIBLE answers.
Rapid Customer Experiments
observe idea
analyze&
present decision design build
launch&
market users
observe idea
analyze&
present decision design build
launch&
market users
observe idea
analyze&
present
designbuildtest decision design build
launch&
market users
Merlin GoConnect
Traditional Waterfall
Tota
l Spent
to D
ate
($)
Act
ive U
sers
Better business results: Total spent and resulting users
SnapTax
Experiment Early & Often
Grand ChallengeCreate new business that improve financial lives of Indian farmers
Deep Customer Immersion
Vision: Raise farmer incomes by 10%
TM - Fasal
Green Chilli
Padra 75-95
Agent 9765590632
Baroda 80-95
Agent 9354240167
Ahmedabad 85-95
Agent 9845540421
+20% farm income
-75%cost/farmer
2010 2011 2012
CustomerBenefit Active Users Ops Cost
Happier Customers
Why Experiment?
Better Business Results
More Engaged Employees
Intuit: A Culture of Experimentation
From a handful…
2008
Encompassing all areas …
• Legal• Customer Care• Marketing
• Product• IT• HR
2012
To over 1300 experiments
8,000 innovators & entrepreneurs
threelessons learned
fall in love with the problem…
not the solution
scrappy does not mean crappy
there is no right answer other than getting started…
