Leah Buley's presentation at UX STRAT 2013

1. of Corporate
LEAH BULEY · UXSTRAT 2013
Marriage
The
& UX Strategy

2. mission improve people s financial lives
annual revenue $4.15 billion
size 8500 employees

3. innovation at Intuit
10% time

4. innovation at Intuit
horizon planning
H1
H2
H3

5. innovation at Intuit
d4d

6. innovation at Intuit
IAT

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

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

9. How We Work
Partner With
Business Units
Reimagine Our
Core Products
1 2

10. Partner With Business Units
e.g., QuickBooks for iPad1

11. ! !!
Reimagine Our Core Products
e.g., Small Business 20202

12. 2012
Reimagine
Payments

13. Interesting things afoot in payments
New ways to pay

14. New ways to get paid

15. New banking alternatives

16. New currencies

17. New economies

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

19. strat·e·gy noun
: an adaptation that
serves an important
function in achieving
evolutionary success

20. +!

21. Who is our customer?
Us
Business
Unit
End
User

22. It s corporate strategy
Surprise!
Us Business
Unit
End
User
Corp
Strat

23. UX
Strategy
Corporate
Strategy
CEO SPONSORED
BU INSPIRED

24. Our Approach

25. Their Approach

26. Our first attempt to
unify wasn t very
unified

27. You must
work
together
Illustration courtesy of Piotrek Chuchla from the Noun Project

28. Combined Approach

29. Terms of
Engagement
• Run as separate teams
• Appoint a liaison
• Weekly team meetings
• Share material back and forth
• Involve each other in key sessions

30. Corp strat s strengths
Competitive analysis

31. Corp strat s strengths
ENTERPRISE
MID-
MARKET
MAIN STREET
MICRO-
BUSINESSES
0 1K 10K 100K 1M 5M 20M
Spotting market
opportunities

32. 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

33. UX strat’s
strengths
Seeing Into
People’s Lives

34. UX strat s strengths
Trendspotting

35. UX strat s strengths
Envisioning
experiences

36. 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

37. Together,
the two can
animate the
whole
organism

38. It finally happened
We got a seat

39. Research
Probes

41. 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.

42. Unfocus
Group

43. Field
Research

44. Customer
Insights

45. Experience
Opportunities

46. Internal
Science Fair

49. Concept
Cookbook

50. An
opportunity
framework +
5 concepts

51. Notional
Product
Ideas

52. Flipbooks

54. Walkthrough
Exhibit

56. Vision
Videos

57. Roadmapping
Session

58. You ve taken
something
prosaic and
made it beautiful.
“
”!

59. 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

60. Thanks!
leah_buley@intuit.com
leahbuley.com
@ugleah

61. uxteamofone.com
discount code UXPABULEY for 20% off