Michele Marut, Senior User Researcher and Innovation Catalyst at Intuit, presented at ConveyUX 2014: The Conference for What’s Next in UX. Find Michele on Twitter (@MicheleMarut) and check out her SlideShare (http://www.slideshare.net/mmarut)!

2. OUR MISSION
IMPROVE OUR
CUSTOMERS’ FINANCIAL
LIVES SO PROFOUNDLY…
THEY CAN’T IMAGINE GOING
BACK TO THE OLD WAY

3. THE ASK
The Ask
CREATE AN INTERACTIVE DEMO FOR THE CEO
(IN TWO WEEKS*)
Must address
_strategy
_customer pain points

4. NO POWERPOINT!

5. GETTING STARTED

6. PERSONA MATERIALS
Background
_Mix of retail and service
_Has 3 employees
_Been in business for 3 years
Tools Used
_Excel
_Cash register
_Credit card terminal

8. A SCRIPT

9. CREATE THE
CUSTOMER’S SHOES

16. PUT REAL LIFE
CUSTOMERS IN
THE CUSTOMERS’
SHOES

17. REAL “INVENTORY”

18. “HACKED” USABILITY LAB

19. The reward for this hard work was to watch real
small business owners trying these prototypes
during lab sessions and asking “when can I have
it?” questions.
Tim Beschastnov
Sr. Product Development Manager

20. WALK IN THE
CUSTOMERS’ SHOES
(AKA EATING OUR OWN DOGFOOD)

21. TEAM WORK SESSION

22. LIVE DEMOS

23. NO LOGO

24. OMG!

26. HELEN’S HABITAT’S
MOVED TO A BIGGER
AND BETTER
LOCATION

28. STAKEHOLDERS AS CUSTOMERS

29. IN SUMMARY
Created the customers shoes
Put customers in those customer shoes
Put the team in the customer shoes (aka
eat our own dogfood)

30. Increase in morale
A permanent space
Stakeholder Support
Use on other projects

31. OUR EXPERIENCE
IMPROVED OUR
LIVES SO PROFOUNDLY…
WE CAN’T IMAGINE GOING
BACK TO THE OLD WAY

32. Stock image $30
Printed on company
plotter - FREE
“Donated” or
“borrowed” items FREE
Props $35
Bookshelves and desk
in room - FREE

33. THANK YOU!
MICHELE_MARUT@INTUIT.COM