Build Design Research capabilities across Intuit.

Deep customer empathy is a core principle of Intuit’s design thinking philosophy. However, teams find it hard to make time for traditional customer engagement processes, such as usability testing and informational interviews. We had defined Intuit’s customer centric culture, and it was time to experiment on how to bring this culture to life. Our team set out to bring deep customer empathy into the day-to-day lives of employees.

Programming for a customer centric culture.

Embedding with teams uncovered that teams believe in customer empathy but felt pushed towards traditional usability methods. Teams needed programming that deepened their customer centric mindset, motivated them to build relationships with customers, and inspired them to take action on delivering delightful customer experiences. A series of experimental programs were created to foster a customer centric culture and highlight the underpinnings of emotional design. Engagements included persona workshops, Maker Studios, small business cocktail hours and dinners, influential customer networks, emotion evoking interactive art, emotional exploration via street art at the Steeler Convention, Small business living and working on campus, and cognitive rest workshops.

Customer centric culture thrives.

Dozens of experiments have lead to a variety of new best practices. Teams are now sharing stories and insights in more visual ways. Physical spaces are configured to better foster collaboration and elevate customer emotions. Customers are present on campus everyday of the week, and site wide customer engagements take place monthly. Most importantly, teams no longer feel burdened by the concept of empathy. Rather, empathy is present in their day-to-day conversations, spaces, and activities. It is a part of their DNA.