the innovation catalysts
TRANSCRIPT
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Intuit: How Design Drove Its Turnaround
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Roger MartinRotman School of Management University of Toronto
The Author
The full article is available at Harvard Business Review
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Technology commercialization managerExploit Technologies Pte Ltd (ETPL)Agency for Science, Technology and Research (A*STAR, Singapore)
B. Eng & Ph.d (Engineering)Nanyang Technological University Singapore
M.B.A.INSEADFontainebleau, France
Presentation by
LI Wei
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With Its culture and entrepreneurial atmosphere, the software company has earned a spot on Fortune’s
“BEST COMPANIES TO WORK FOR”
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The story is about Intuit’s reinvention as a design-driven company
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The birth of the IDEA
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In 2007, Intuit faced a tough
CHALLENGE
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Its NET PROMOTER SCORE was FALTERING
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It is an important indicator to measure how likely a customer is to recommend the product to a friend
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It needed a new approach to galvanize customer
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ChairmanSCOTT COOK
DESIGN FOR DELIGHTIntuit’s reinvention as a design-driven company
(D4D)
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He might not be the next Steve Jobs with a powerful visionary
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but he believed grass roots of the company can drive success in innovation given the right coaching and practice
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From idea to INITIATIVE
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Design DirectorKAAREN HANSON
A talented young design director was selected
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to drive an organized program for moving from talking about D4D to DOING it
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A team of 10 design-thinking coaches“INNOVATION CATALYSTS”
was created
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They came from variety of fields in intuit and with good people skill
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CLOSER to the bottom than the top
DIRECTOR LEVELThey are all below
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Their training and deployment was Hanson’s
central agenda for FY2009
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A series of design for delight forums were organized
D4D
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The EXPERTS of design thinking were invited as featured speakers
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The forums also showcased D4D successes and shared best practices
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Hanson’s innovation catalysts were available to help any work groups for their design thinking projects
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She also kept in close contact with general managers
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To make sure that the catalysts were addressing the manager’s
BIGGEST PROBLEMS
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HIGH-IMPACT WINS And
were seen in the company
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From presentations to EXPERIMENTS
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Traditionally, decision at Intuit had been made on the basis of
PRESENTATIONS
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A key component of D4D was to shift the focus to listen directly from customers through experiments
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It is an experiment-based innovation process
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Observe customers in their offices to determine the greatest pain point
1
PAINSTORM
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Generate many concepts of product and then winnow possible
solutions for prototyping
2
SOL-JAM
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3
CODE-JAMA rapid experimentation within two weeks for the quick and direct feedback from customer
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From breakthroughs to CULTURE
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Intuit would have to to make the transformation complete
SCALEUP
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ANOTHER CATALYSTSwere selected, trained and deployed
65
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Intuits needed people with PASSION to drive Design for Delight and help others to do great work D4D
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To increase the catalysts’ effectiveness, another small team was established
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To help middle management EMBRACE both design thinking and the innovation catalysts
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They integrated design thinking into Intuit’s leadership training programs
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To create a platform for directors to work with innovation catalysts and experience the benefit of D4D
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Summary
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IDEA INITIATIVE INNOVATIONANALYST
EXPERIMENTINNOVATION
CORPORATE CULTURE
Intuit’s reinvention as a design-driven company
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America’s most admired software company
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SCOTT COOK may not be another Steve jobs, but it turned out Intuit didn’t need one