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1 Intuit Confidential and Proprietary
Focus on First Use
Kylie Tuosto & Stephen Gay
#focusonfirstuse
#sfdw
2 Intuit Confidential and Proprietary
Meet & greet
Our Story
Exercise 1: Mapping the Journey
Exercise 2: Measuring the Benefit
Exercise 3: Delivering Delight
Wrap Up
Happy Hour
Today’s Agenda
3 Intuit Confidential and Proprietary
Hello!
Mirabel Bradley Courtney Sandlin
Kylie Tuosto
Stella Zubeck
Stephen Gay Jennifer Cordova Amanda Hippe
4 Intuit Confidential and Proprietary
Our Story
Connecting the micro-task to the macro-benefit
5 Intuit Confidential and Proprietary
Introduce Intuit & QuickBooks
Products
6 Intuit Confidential and Proprietary
Design for Delight at Intuit
7 Intuit Confidential and Proprietary
DELIVER THE
CUSTOMER
BENEFIT
DELIVER WITH
EASE
DELIVER
POSITIVE EMOTION
THIS IS
AWESOME
Awesome Product Experiences
INTUITAPEX PYRAMID
LIKE MASLOW’S NEEDS, WE NEED TO DELIVER ALL THREE TO SUCCEEED.
8 Intuit Confidential and Proprietary
Benefit
Ease
Emotion
DELIGHT
NPS
COMPANY
GROWTH
Awesome Product Experiences
9 Intuit Confidential and Proprietary
Our Story
June2015
TASKED WITH IMPROVING THE
QUICKBOOKS ECOSYSTEM
FIRST TIME USE EXPERIENCE
Dec2015
LAUNCHED TEST FOCUSED ON
INCREASING ENGAGEMENT
WITH TASKS
LAUNCHED TEST FOCUSED ON
INCREASING ENGAGEMENT
WITH KEY JOBS
DEVELOPED AND TESTED A
SERIES OF FIRST USE
PATTERNS TO IMPROVE THE
CUSTOMER EXPERIENCE
FOCUSED ON END TO END
FIRST TIME USE EXPERIENCES
FOR KEY JOBS
Jan2016 Mar2016 2017
Coming soon!
10 Intuit Confidential and Proprietary
Where We Started
11 Intuit Confidential and Proprietary
Task-Focused Experiment
12 Intuit Confidential and Proprietary
Accounting Borrow Money Pay Bills Track Time
Pay Employees Manage Inventory Expense Tracking Sell Products
Job-Focused Email Experiment
13 Intuit Confidential and Proprietary
Definitions
BENEFIT
EXAMPLE: PAYROLL IS DONE
What the user achieves when they complete one or more jobs
A market-ready solution for one or more jobs
OFFERING
EXAMPLE: PAYING EMPLOYEES + PAYROLL TAXES = PAYROLL OFFERING
JOB
A core function the user wants to complete, made up of several tasks
EXAMPLE: PAYING EMPLOYEES
TASK
One of several steps a user needs to take to accomplish a job
EXAMPLE: ADDING A NEW PAY TYPE
People don’t want a
quarter-inch drill, they
want a quarter-inch hole.
– Theodore Levitt
Economist & Harvard Business School Professor
15 Intuit Confidential and Proprietary
People buy products and services to get
jobs done. Products come and go, but
underlying jobs do not go away. Our goal is
to solve the job well.
16 Intuit Confidential and Proprietary
Apps we love solve jobs that matter to us
Focus on Jobs
17 Intuit Confidential and Proprietary
Pay employees Add employees
Add pay types
Add garnishments/deductions
File new hire forms
Calculate paychecks
Cut & deliver paychecks
Account for cost of labor
Post labor law posters
Track employee hours
Track employee performance
Breaking Jobs Into Tasks
THEJOB THETASKS
18 Intuit Confidential and Proprietary
First Use Patterns
BENEFIT
Payroll is done
Overview of today
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
TASK
Add employee
TASK
Add pay types
TASK
Run payroll
TASK
Find payroll solution
TASK
Payroll compliance
TASK
Pay for the solution
JOB
Pay employees
JOB
File payroll taxes
PATTERN
Zero State
PATTERN
Learn Page
PATTERN
Step Flow
PATTERN
Guided Tour
PATTERN
Product selector
PATTERN
Before task modal
PATTERN
Video pattern
PATTERN
Dashboard cards
PATTERN
Task list
PATTERN
Price Calculators
20 Intuit Confidential and Proprietary
Exercise 1
Mapping the
journey
Exercise 2
Measuring the
Benefit
Exercise 3
Delivering
Delight
21 Intuit Confidential and Proprietary
What are all of the tasks involved in completing a job
today?
22 Intuit Confidential and Proprietary
Exercise 1
Mapping the journey
Supporting the customers journey from
discovery to achieving the benefit.
Exercise 2
Measuring
Benefit
Exercise 3
Delivering
Delight
23 Intuit Confidential and Proprietary
First Use Journey
DISCOVER
Exposing the user to a tailored, recommended
solution based on what we know about them.
SETUP
Guiding the user through entering data, configuring
settings, or customizing a feature.
ACHIEVE BENEFIT
Ensuring the user feels the value of the benefit
by experiencing it for the first time.
SEALTHE DEAL
Helping the user choose a plan based
on what we know about them.
UNDERSTAND
Helping the user understand what’s at stake, why
it’s relevant, and what the benefits are.
24 Intuit Confidential and Proprietary
First Use Journey
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
BEHAVIOR MECHANICS
_ Social Proof
_ Curiosity
_ Exclusivity
_Loss Aversion
USER DATA
_ Profile demographics
_ Usage data
_ Status
VISUALIZE THE VALUE
_ Sneak peek of features
CONSIDER
_ What’s at stake?
_ Design for the “aha!”
_ What’s the unique value
proposition?
_ How much will it cost?
CONSIDER
_ Not asking for info you
don’t need
_ Teaching through the
process of doing
_ Ask simple questions
_ Demonstrate progress
_ Establish trust
_ Eliminate steps
CONSIDER
_ Make it an own-able
moment
_Celebrate success
_ Clarify next steps
_Encourage repeat use
and habit forming
CONSIDER
_ Will the solution benefit
me?
_ Allowing the user to try
before buying
_ Clear pricing
communication
_ Price should feel better
than the competition
JOB Get a rideBENEFIT
First Use Journey
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
Arrive at destination
TASKS TASKS TASKS TASKS TASKS
Hear about it from a friend
Search for it in app store
Download the app
Open the app
Create an account
Enable Geo-location
Add credit card
Open the app
Enter destination
Select type of ride
Wait for driver
Get stuff loaded into car
Take the ride
Get out of the car
Money leaves bank
Rate the driver
Learn about what it does
Who are the drivers?
How much does a ride
cost?
How long does it take?
Guarantees?
How do I get a ride?
JOB Pay employeesBENEFIT
First Use Journey
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
Accounting is done
TASKS TASKS TASKS TASKS TASKS
Get recommendation in
QuickBooks
Learn about what it does
How does this compare to
ADP?
How much does it cost?
How do taxes work?
Which plan is right for me?
Add business info
Set up bank account
Create employee profile
Employee submits I-9, W-
4
File new hire paperwork
Log in to time tracker
Review and approve hours
Enter employee time
Submit payroll
Understand the cost
Add employee pay info Wait for bank transfer
Get confirmation that they
were paid
Calculate per employee
fees
Select service level
Select add-on services
Enter credit card info
Receive bill
What about worker’s
comp? Labor laws?
What pay types are
available? Deductions?
27 Intuit Confidential and Proprietary
Exercise 1: First Use Journey
10 mins
● Individually: Pick a core job from a product you know or work on. Map the job from end to end using the First Use
Journey worksheet.
● Find a Buddy: Share your worksheets with each other for feedback. Point out any missing tasks.
● Everyone: 2-3 people share with the room
Your turn!
YOUR CHALLENGE
Let’s share!
BENEFIT
Payroll is done
JOB
Pay employees
TASK
Add employee
TASK
Add pay types
TASK
Run payroll
TASK
Find payroll solution
TASK
Payroll compliance
TASK
Pay for the solution
So far…
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
30 Intuit Confidential and Proprietary
How do we measure success?
31 Intuit Confidential and Proprietary
Exercise 2
Measuring the benefit
Ensure the team is working on and
measuring the most important tasks for
the customer.
Exercise 3
Delivering
Delight
32 Intuit Confidential and Proprietary
Job: Online Shopping
Customer Benefit: Best selection, fast & affordable
Measure: % lowest priced products, delivery time
Job: Managing Notes
Customer Benefit: Always accessible
Measure: Uptime
Job: Driving
Customer Benefit: Lowest price & most convenient
Measure: % rides at lowest price, lowest wait time
Job: Pay Employees
Customer Benefit: Confidence & efficiency
Measure: % paycheck errors, time to run payroll
Measuring the benefit
33 Intuit Confidential and Proprietary
“That was easy.”
“It took me half the
time it normally
takes!”
“The app connected
directly to my time
tracking tool.”
“I know my
paychecks are
accurate.”
“Everyone got paid
on time.”
Efficiency Confidence
Measuring the payroll benefit
“I know I got my
payroll taxes right.”
34 Intuit Confidential and Proprietary
From measuring business results (conversion)
Measuring the benefit
Define the best way to
measure the benefit.
Time to complete & time spent waiting
How are we performing today?
What is the mid-term and long term goal?
TARGET
TASK ACTUAL
To measuring customer results (efficiency & confidence)
CYCLE PAIN
Degree of pain
STAGE SetupJOB
Measuring Benefit
CYCLE TARGETTASK ACTUAL PAIN
Get a ride
LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL
JOB
TIME TO COMPLETE TIME SPENT
WAITNG
GOAL TIME LOW, MED, OR HIGH PAIN
L
L
L
L
L
M
M
M
M
M
H
H
H
H
H
Login/create account
Enable geo-location
Add credit card info
60 sec
10 sec
2 min
0 sec
0 sec
3 min
0 sec
0 sec
1 min
H
L
L
STAGE SetupJOB
Measuring Benefit
CYCLE TARGETTASK ACTUAL PAIN
Pay employees
LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL
JOB
TIME TO COMPLETE TIME SPENT
WAITNG
GOAL TIME LOW, MED, OR HIGH PAIN
L
L
L
L
L
M
M
M
M
M
H
H
H
H
H
Employer adds business info
Employer sets up bank account
Employer creates employee profile
Employee submits I-9, W-4 paperwork
Employer adds employee pay info
30 sec
30 sec
2 min
0 sec
1 min
0 sec
3 min
0 sec
1-5 days
0 sec
30 sec
30 sec
1 min
1 min
0 sec
37 Intuit Confidential and Proprietary
Exercise 2: Measuring the benefit
10 mins
● Individually: Choose one stage from the first use journey and list out the tasks. Then list out how much time
it currently takes a user to complete the task, how much time the user waits, and how painful the task is.
● Find a Buddy: Share your lists of tasks and relative pain
● Everyone: 2-3 people share their framework with the room
Your turn!
YOUR CHALLENGE
Let’s share!
BENEFIT
Payroll is done
JOB
Pay employees
TASK
Add employee
TASK
Add pay types
TASK
Run payroll
TASK
Find payroll solution
TASK
Payroll compliance
TASK
Pay for the solution
So far…
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
PATTERN
Zero State
PATTERN
Learn Page
PATTERN
Step Flow
PATTERN
Guided Tour
PATTERN
Product selector
PATTERN
Before task modal
PATTERN
Video pattern
PATTERN
Dashboard cards
PATTERN
Task list
PATTERN
Price Calculators
40 Intuit Confidential and Proprietary
How do we create a consistent experience across
multiple jobs and tasks?
41 Intuit Confidential and Proprietary
Exercise 3
Delivering delight
Solve the customer pain by leveraging
patterns for awesome first use
experiences.
Exercise 3
Delivering
Delight
42 Intuit Confidential and Proprietary
First Use Patterns
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
_ Zero state page
_ Guidance tip
_ In-page tip
_ Dashboard card
_ Before task modal
_ After task modal
_ What’s new
_ Task list
_ Email
_ Learn page
_ Help topics
_ Video pattern
_ Step-flow
_ Zero state page
_ Dashboard cards
_ Task list
_ Guided tour
_ Task list
_ Confirmation
_ Video pattern
_ After task modal
_ Help-me-choose tool
_ Plan comparison
_ Competitor comparison
43 Intuit Confidential and Proprietary
First Use Patterns
44 Intuit Confidential and Proprietary
Zero State
45 Intuit Confidential and Proprietary
Dashboard Cards
46 Intuit Confidential and Proprietary
Learn Page
47 Intuit Confidential and Proprietary
Before Task
Modal
48 Intuit Confidential and Proprietary
Step Flow
TASK Add credit cardSTAGE
Pattern Sketches
NOTES
Setup
DESCRIBE THE PATTERN YOU CHOSE AND WHY
DISCOVER
Instead of having a user type in their credit
card info on a tiny phone keyboard, we could
allow them to quickly snap a photo and have
their credit card on file. This would eliminate
the time it takes to manually key the numbers
in.
TASK Employee add I-9, W-4STAGE
Pattern Sketches
NOTES
Setup
DESCRIBE THE PATTERN YOU CHOSE AND WHY
DISCOVER
By delegating the responsibility of uploading
new hire forms to the employee, we can save
the time that it takes for the employee and the
employer to communicate, fix mistakes, etc.
The employee can access a secure online
portal to fill out all of their own setup
information.
Exercise 3: Delivering delight
10 mins
● Individually: Choose one of the most painful tasks from your Measuring the Benefit worksheet. Then, using
one of the First Use Patterns, sketch out a solution, screen, or experience that could help make the
experience more delightful for your customer.
● Find a Buddy: Share your sketch with a partner
● Everyone: 2-3 people share their sketches with the room
Your turn!
YOUR CHALLENGE
Let’s share!
53 Intuit Confidential and Proprietary
BENEFIT
Payroll is done
JOB
Pay employees
TASK
Add employee
TASK
Add pay types
TASK
Run payroll
JOB
File payroll taxes
TASK
Find payroll solution
TASK
Payroll compliance
TASK
Pay for the solution
To review…
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
PATTERN
Zero State
PATTERN
Learn Page
PATTERN
Step Flow
PATTERN
Guided Tour
PATTERN
Product selector
PATTERN
Before task modal
PATTERN
Video pattern
PATTERN
Dashboard cards
PATTERN
Task list
PATTERN
Price Calculators
54 Intuit Confidential and Proprietary
Wrap Up
Benefit
Ease
Emotion
DELIGHT
NPS
COMPANY
GROWTH
55 Intuit Confidential and Proprietary
Resources shared on…
● #focusonfirstuse #sfdw
● LinkedIn Group
Methods
● First Use Journey
● Measuring the Benefit
● First Use Patterns
Resources & Tools
56 Intuit Confidential and Proprietary
First Use LinkedIn Group
Worksheets
58 Intuit Confidential and Proprietary
JOBBENEFIT
First Use Journey
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
TASKS TASKS TASKS TASKS TASKS
59 Intuit Confidential and Proprietary
JOBBENEFIT
First Use Journey
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
TASKS TASKS TASKS TASKS TASKS
60 Intuit Confidential and Proprietary
JOBBENEFIT
First Use Journey
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
TASKS TASKS TASKS TASKS TASKS
61 Intuit Confidential and Proprietary
STAGEJOB
Measuring Benefit
CYCLE TARGETTASK ACTUAL PAIN
LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL
JOB
TIME TO COMPLETE TIME SPENT
WAITNG
GOAL TIME LOW, MED, OR HIGH PAIN
L
L
L
L
L
M
M
M
M
M
H
H
H
H
H
62 Intuit Confidential and Proprietary
STAGEJOB
Measuring Benefit
CYCLE TARGETTASK ACTUAL PAIN
LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL
JOB
TIME TO COMPLETE TIME SPENT
WAITNG
GOAL TIME LOW, MED, OR HIGH PAIN
L
L
L
L
L
M
M
M
M
M
H
H
H
H
H
63 Intuit Confidential and Proprietary
STAGEJOB
Measuring Benefit
CYCLE TARGETTASK ACTUAL PAIN
LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL
JOB
TIME TO COMPLETE TIME SPENT
WAITNG
GOAL TIME LOW, MED, OR HIGH PAIN
L
L
L
L
L
M
M
M
M
M
H
H
H
H
H
64 Intuit Confidential and Proprietary
TASKSTAGE
Pattern Sketches
NOTES
DESCRIBE THE PATTERN YOU CHOSE AND WHY
DISCOVER
65 Intuit Confidential and Proprietary
TASKSTAGE
Pattern Sketches
NOTES
DESCRIBE THE PATTERN YOU CHOSE AND WHY
DISCOVER
66 Intuit Confidential and Proprietary
TASKSTAGE
Pattern Sketches
NOTES
DESCRIBE THE PATTERN YOU CHOSE AND WHY
DISCOVER

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SF Design Week - First Use Playbook

  • 1. 1 Intuit Confidential and Proprietary Focus on First Use Kylie Tuosto & Stephen Gay #focusonfirstuse #sfdw
  • 2. 2 Intuit Confidential and Proprietary Meet & greet Our Story Exercise 1: Mapping the Journey Exercise 2: Measuring the Benefit Exercise 3: Delivering Delight Wrap Up Happy Hour Today’s Agenda
  • 3. 3 Intuit Confidential and Proprietary Hello! Mirabel Bradley Courtney Sandlin Kylie Tuosto Stella Zubeck Stephen Gay Jennifer Cordova Amanda Hippe
  • 4. 4 Intuit Confidential and Proprietary Our Story Connecting the micro-task to the macro-benefit
  • 5. 5 Intuit Confidential and Proprietary Introduce Intuit & QuickBooks Products
  • 6. 6 Intuit Confidential and Proprietary Design for Delight at Intuit
  • 7. 7 Intuit Confidential and Proprietary DELIVER THE CUSTOMER BENEFIT DELIVER WITH EASE DELIVER POSITIVE EMOTION THIS IS AWESOME Awesome Product Experiences INTUITAPEX PYRAMID LIKE MASLOW’S NEEDS, WE NEED TO DELIVER ALL THREE TO SUCCEEED.
  • 8. 8 Intuit Confidential and Proprietary Benefit Ease Emotion DELIGHT NPS COMPANY GROWTH Awesome Product Experiences
  • 9. 9 Intuit Confidential and Proprietary Our Story June2015 TASKED WITH IMPROVING THE QUICKBOOKS ECOSYSTEM FIRST TIME USE EXPERIENCE Dec2015 LAUNCHED TEST FOCUSED ON INCREASING ENGAGEMENT WITH TASKS LAUNCHED TEST FOCUSED ON INCREASING ENGAGEMENT WITH KEY JOBS DEVELOPED AND TESTED A SERIES OF FIRST USE PATTERNS TO IMPROVE THE CUSTOMER EXPERIENCE FOCUSED ON END TO END FIRST TIME USE EXPERIENCES FOR KEY JOBS Jan2016 Mar2016 2017 Coming soon!
  • 10. 10 Intuit Confidential and Proprietary Where We Started
  • 11. 11 Intuit Confidential and Proprietary Task-Focused Experiment
  • 12. 12 Intuit Confidential and Proprietary Accounting Borrow Money Pay Bills Track Time Pay Employees Manage Inventory Expense Tracking Sell Products Job-Focused Email Experiment
  • 13. 13 Intuit Confidential and Proprietary Definitions BENEFIT EXAMPLE: PAYROLL IS DONE What the user achieves when they complete one or more jobs A market-ready solution for one or more jobs OFFERING EXAMPLE: PAYING EMPLOYEES + PAYROLL TAXES = PAYROLL OFFERING JOB A core function the user wants to complete, made up of several tasks EXAMPLE: PAYING EMPLOYEES TASK One of several steps a user needs to take to accomplish a job EXAMPLE: ADDING A NEW PAY TYPE
  • 14. People don’t want a quarter-inch drill, they want a quarter-inch hole. – Theodore Levitt Economist & Harvard Business School Professor
  • 15. 15 Intuit Confidential and Proprietary People buy products and services to get jobs done. Products come and go, but underlying jobs do not go away. Our goal is to solve the job well.
  • 16. 16 Intuit Confidential and Proprietary Apps we love solve jobs that matter to us Focus on Jobs
  • 17. 17 Intuit Confidential and Proprietary Pay employees Add employees Add pay types Add garnishments/deductions File new hire forms Calculate paychecks Cut & deliver paychecks Account for cost of labor Post labor law posters Track employee hours Track employee performance Breaking Jobs Into Tasks THEJOB THETASKS
  • 18. 18 Intuit Confidential and Proprietary First Use Patterns
  • 19. BENEFIT Payroll is done Overview of today SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL TASK Add employee TASK Add pay types TASK Run payroll TASK Find payroll solution TASK Payroll compliance TASK Pay for the solution JOB Pay employees JOB File payroll taxes PATTERN Zero State PATTERN Learn Page PATTERN Step Flow PATTERN Guided Tour PATTERN Product selector PATTERN Before task modal PATTERN Video pattern PATTERN Dashboard cards PATTERN Task list PATTERN Price Calculators
  • 20. 20 Intuit Confidential and Proprietary Exercise 1 Mapping the journey Exercise 2 Measuring the Benefit Exercise 3 Delivering Delight
  • 21. 21 Intuit Confidential and Proprietary What are all of the tasks involved in completing a job today?
  • 22. 22 Intuit Confidential and Proprietary Exercise 1 Mapping the journey Supporting the customers journey from discovery to achieving the benefit. Exercise 2 Measuring Benefit Exercise 3 Delivering Delight
  • 23. 23 Intuit Confidential and Proprietary First Use Journey DISCOVER Exposing the user to a tailored, recommended solution based on what we know about them. SETUP Guiding the user through entering data, configuring settings, or customizing a feature. ACHIEVE BENEFIT Ensuring the user feels the value of the benefit by experiencing it for the first time. SEALTHE DEAL Helping the user choose a plan based on what we know about them. UNDERSTAND Helping the user understand what’s at stake, why it’s relevant, and what the benefits are.
  • 24. 24 Intuit Confidential and Proprietary First Use Journey SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL BEHAVIOR MECHANICS _ Social Proof _ Curiosity _ Exclusivity _Loss Aversion USER DATA _ Profile demographics _ Usage data _ Status VISUALIZE THE VALUE _ Sneak peek of features CONSIDER _ What’s at stake? _ Design for the “aha!” _ What’s the unique value proposition? _ How much will it cost? CONSIDER _ Not asking for info you don’t need _ Teaching through the process of doing _ Ask simple questions _ Demonstrate progress _ Establish trust _ Eliminate steps CONSIDER _ Make it an own-able moment _Celebrate success _ Clarify next steps _Encourage repeat use and habit forming CONSIDER _ Will the solution benefit me? _ Allowing the user to try before buying _ Clear pricing communication _ Price should feel better than the competition
  • 25. JOB Get a rideBENEFIT First Use Journey SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL Arrive at destination TASKS TASKS TASKS TASKS TASKS Hear about it from a friend Search for it in app store Download the app Open the app Create an account Enable Geo-location Add credit card Open the app Enter destination Select type of ride Wait for driver Get stuff loaded into car Take the ride Get out of the car Money leaves bank Rate the driver Learn about what it does Who are the drivers? How much does a ride cost? How long does it take? Guarantees? How do I get a ride?
  • 26. JOB Pay employeesBENEFIT First Use Journey SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL Accounting is done TASKS TASKS TASKS TASKS TASKS Get recommendation in QuickBooks Learn about what it does How does this compare to ADP? How much does it cost? How do taxes work? Which plan is right for me? Add business info Set up bank account Create employee profile Employee submits I-9, W- 4 File new hire paperwork Log in to time tracker Review and approve hours Enter employee time Submit payroll Understand the cost Add employee pay info Wait for bank transfer Get confirmation that they were paid Calculate per employee fees Select service level Select add-on services Enter credit card info Receive bill What about worker’s comp? Labor laws? What pay types are available? Deductions?
  • 27. 27 Intuit Confidential and Proprietary Exercise 1: First Use Journey 10 mins ● Individually: Pick a core job from a product you know or work on. Map the job from end to end using the First Use Journey worksheet. ● Find a Buddy: Share your worksheets with each other for feedback. Point out any missing tasks. ● Everyone: 2-3 people share with the room Your turn! YOUR CHALLENGE
  • 29. BENEFIT Payroll is done JOB Pay employees TASK Add employee TASK Add pay types TASK Run payroll TASK Find payroll solution TASK Payroll compliance TASK Pay for the solution So far… SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
  • 30. 30 Intuit Confidential and Proprietary How do we measure success?
  • 31. 31 Intuit Confidential and Proprietary Exercise 2 Measuring the benefit Ensure the team is working on and measuring the most important tasks for the customer. Exercise 3 Delivering Delight
  • 32. 32 Intuit Confidential and Proprietary Job: Online Shopping Customer Benefit: Best selection, fast & affordable Measure: % lowest priced products, delivery time Job: Managing Notes Customer Benefit: Always accessible Measure: Uptime Job: Driving Customer Benefit: Lowest price & most convenient Measure: % rides at lowest price, lowest wait time Job: Pay Employees Customer Benefit: Confidence & efficiency Measure: % paycheck errors, time to run payroll Measuring the benefit
  • 33. 33 Intuit Confidential and Proprietary “That was easy.” “It took me half the time it normally takes!” “The app connected directly to my time tracking tool.” “I know my paychecks are accurate.” “Everyone got paid on time.” Efficiency Confidence Measuring the payroll benefit “I know I got my payroll taxes right.”
  • 34. 34 Intuit Confidential and Proprietary From measuring business results (conversion) Measuring the benefit Define the best way to measure the benefit. Time to complete & time spent waiting How are we performing today? What is the mid-term and long term goal? TARGET TASK ACTUAL To measuring customer results (efficiency & confidence) CYCLE PAIN Degree of pain
  • 35. STAGE SetupJOB Measuring Benefit CYCLE TARGETTASK ACTUAL PAIN Get a ride LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL JOB TIME TO COMPLETE TIME SPENT WAITNG GOAL TIME LOW, MED, OR HIGH PAIN L L L L L M M M M M H H H H H Login/create account Enable geo-location Add credit card info 60 sec 10 sec 2 min 0 sec 0 sec 3 min 0 sec 0 sec 1 min H L L
  • 36. STAGE SetupJOB Measuring Benefit CYCLE TARGETTASK ACTUAL PAIN Pay employees LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL JOB TIME TO COMPLETE TIME SPENT WAITNG GOAL TIME LOW, MED, OR HIGH PAIN L L L L L M M M M M H H H H H Employer adds business info Employer sets up bank account Employer creates employee profile Employee submits I-9, W-4 paperwork Employer adds employee pay info 30 sec 30 sec 2 min 0 sec 1 min 0 sec 3 min 0 sec 1-5 days 0 sec 30 sec 30 sec 1 min 1 min 0 sec
  • 37. 37 Intuit Confidential and Proprietary Exercise 2: Measuring the benefit 10 mins ● Individually: Choose one stage from the first use journey and list out the tasks. Then list out how much time it currently takes a user to complete the task, how much time the user waits, and how painful the task is. ● Find a Buddy: Share your lists of tasks and relative pain ● Everyone: 2-3 people share their framework with the room Your turn! YOUR CHALLENGE
  • 39. BENEFIT Payroll is done JOB Pay employees TASK Add employee TASK Add pay types TASK Run payroll TASK Find payroll solution TASK Payroll compliance TASK Pay for the solution So far… SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL PATTERN Zero State PATTERN Learn Page PATTERN Step Flow PATTERN Guided Tour PATTERN Product selector PATTERN Before task modal PATTERN Video pattern PATTERN Dashboard cards PATTERN Task list PATTERN Price Calculators
  • 40. 40 Intuit Confidential and Proprietary How do we create a consistent experience across multiple jobs and tasks?
  • 41. 41 Intuit Confidential and Proprietary Exercise 3 Delivering delight Solve the customer pain by leveraging patterns for awesome first use experiences. Exercise 3 Delivering Delight
  • 42. 42 Intuit Confidential and Proprietary First Use Patterns SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL _ Zero state page _ Guidance tip _ In-page tip _ Dashboard card _ Before task modal _ After task modal _ What’s new _ Task list _ Email _ Learn page _ Help topics _ Video pattern _ Step-flow _ Zero state page _ Dashboard cards _ Task list _ Guided tour _ Task list _ Confirmation _ Video pattern _ After task modal _ Help-me-choose tool _ Plan comparison _ Competitor comparison
  • 43. 43 Intuit Confidential and Proprietary First Use Patterns
  • 44. 44 Intuit Confidential and Proprietary Zero State
  • 45. 45 Intuit Confidential and Proprietary Dashboard Cards
  • 46. 46 Intuit Confidential and Proprietary Learn Page
  • 47. 47 Intuit Confidential and Proprietary Before Task Modal
  • 48. 48 Intuit Confidential and Proprietary Step Flow
  • 49. TASK Add credit cardSTAGE Pattern Sketches NOTES Setup DESCRIBE THE PATTERN YOU CHOSE AND WHY DISCOVER Instead of having a user type in their credit card info on a tiny phone keyboard, we could allow them to quickly snap a photo and have their credit card on file. This would eliminate the time it takes to manually key the numbers in.
  • 50. TASK Employee add I-9, W-4STAGE Pattern Sketches NOTES Setup DESCRIBE THE PATTERN YOU CHOSE AND WHY DISCOVER By delegating the responsibility of uploading new hire forms to the employee, we can save the time that it takes for the employee and the employer to communicate, fix mistakes, etc. The employee can access a secure online portal to fill out all of their own setup information.
  • 51. Exercise 3: Delivering delight 10 mins ● Individually: Choose one of the most painful tasks from your Measuring the Benefit worksheet. Then, using one of the First Use Patterns, sketch out a solution, screen, or experience that could help make the experience more delightful for your customer. ● Find a Buddy: Share your sketch with a partner ● Everyone: 2-3 people share their sketches with the room Your turn! YOUR CHALLENGE
  • 53. 53 Intuit Confidential and Proprietary BENEFIT Payroll is done JOB Pay employees TASK Add employee TASK Add pay types TASK Run payroll JOB File payroll taxes TASK Find payroll solution TASK Payroll compliance TASK Pay for the solution To review… SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL PATTERN Zero State PATTERN Learn Page PATTERN Step Flow PATTERN Guided Tour PATTERN Product selector PATTERN Before task modal PATTERN Video pattern PATTERN Dashboard cards PATTERN Task list PATTERN Price Calculators
  • 54. 54 Intuit Confidential and Proprietary Wrap Up Benefit Ease Emotion DELIGHT NPS COMPANY GROWTH
  • 55. 55 Intuit Confidential and Proprietary Resources shared on… ● #focusonfirstuse #sfdw ● LinkedIn Group Methods ● First Use Journey ● Measuring the Benefit ● First Use Patterns Resources & Tools
  • 56. 56 Intuit Confidential and Proprietary First Use LinkedIn Group
  • 58. 58 Intuit Confidential and Proprietary JOBBENEFIT First Use Journey SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL TASKS TASKS TASKS TASKS TASKS
  • 59. 59 Intuit Confidential and Proprietary JOBBENEFIT First Use Journey SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL TASKS TASKS TASKS TASKS TASKS
  • 60. 60 Intuit Confidential and Proprietary JOBBENEFIT First Use Journey SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL TASKS TASKS TASKS TASKS TASKS
  • 61. 61 Intuit Confidential and Proprietary STAGEJOB Measuring Benefit CYCLE TARGETTASK ACTUAL PAIN LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL JOB TIME TO COMPLETE TIME SPENT WAITNG GOAL TIME LOW, MED, OR HIGH PAIN L L L L L M M M M M H H H H H
  • 62. 62 Intuit Confidential and Proprietary STAGEJOB Measuring Benefit CYCLE TARGETTASK ACTUAL PAIN LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL JOB TIME TO COMPLETE TIME SPENT WAITNG GOAL TIME LOW, MED, OR HIGH PAIN L L L L L M M M M M H H H H H
  • 63. 63 Intuit Confidential and Proprietary STAGEJOB Measuring Benefit CYCLE TARGETTASK ACTUAL PAIN LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL JOB TIME TO COMPLETE TIME SPENT WAITNG GOAL TIME LOW, MED, OR HIGH PAIN L L L L L M M M M M H H H H H
  • 64. 64 Intuit Confidential and Proprietary TASKSTAGE Pattern Sketches NOTES DESCRIBE THE PATTERN YOU CHOSE AND WHY DISCOVER
  • 65. 65 Intuit Confidential and Proprietary TASKSTAGE Pattern Sketches NOTES DESCRIBE THE PATTERN YOU CHOSE AND WHY DISCOVER
  • 66. 66 Intuit Confidential and Proprietary TASKSTAGE Pattern Sketches NOTES DESCRIBE THE PATTERN YOU CHOSE AND WHY DISCOVER

Hinweis der Redaktion

  1. How we innovate. Design 4 Delight Know your customer better than they know themselves. To get one great idea, you have to create lots. Your first idea is usually not your best. Watching how our customers behave is far better than our opinion.
  2. Reference https://strategyn.com/customer-centered-innovation-map/ http://www.christenseninstitute.org/key-concepts/jobs-to-be-done/ The jobs-to-be-done framework emerged as a helpful way to look at customer motivations in business settings. Conventional marketing techniques teach us to frame customers by attributes—using age ranges, race, marital status, and other categories that ultimately create products and entire categories too focused on what companies want to sell, rather than on what customers actually need. The jobs-to-be-done framework is a tool for evaluating the circumstances that arise in customers’ lives. Customers rarely make buying decisions around what the “average” customer in their category may do—but they often buy things because they find themselves with a problem they would like to solve. With an understanding of the “job” for which customers find themselves “hiring” a product or service, companies can more accurately develop and market products well-tailored to what customers are already trying to do. - See more at: http://www.christenseninstitute.org/key-concepts/jobs-to-be-done/#sthash.FIC7wY0k.dpuf