BRITE Conference Presentation by Kaaren Hanson, Vice President Design Innovation, Intuit.

1. Improving the lives of 60M people

2. From: To:
Traditional Thinking Culture of Experimentation
4 + 4 = 8 8 =4 + 4
=2 + 6
=4 X 2
= 12 - 4
= 24/3
Discovery of what is “right”. Discovery of what WORKS.
The so-called “correct” answer. An infinity of POSSIBLE
answers.

3. Rapid Customer Experiments

4. analyze launch
& &
observe idea present decision design build market users

5. analyze launch
& &
observe idea present decision design build market users

6. analyze
design launch
&
build &
observe idea present decision
test design build market users

7. Better business results: Total spent and resulting users
Traditional Waterfall Experiment Early & Often
Active Users
Merlin GoConnect SnapTax
Total Spent to Date ($)

8. Grand Challenge
Create new business
that improve financial
lives of Indian farmers

9. Deep Customer Immersion

10. 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

12. Customer
Benefit Active Users Ops Cost
+20%
farm income
-75%
cost/farmer
2010 2011 2012

13. Why Experiment?
More Engaged Employees
Happier Customers
Better Business Results

14. Intuit: A Culture of Experimentation
From a handful… To over 1300 experiments
2008 2012
Encompassing all areas …
• Legal • Product
• Customer Care • IT
• Marketing • HR

15. 8,000 innovators & entrepreneurs

16. three
lessons
learned

17. fall in love with
the problem…
not the solution

18. scrappy does
not mean crappy

19. there is no right
answer other
than getting
started…