Intuit: How Design Drove Its Turnaround
Over the past six years, Intuit (INTU), maker of TurboTax and other accounting software, has placed design at the center of what it does—a shift it credits for its turnaround. Intuit Chief Executive Officer Brad Smith and Kaaren Hanson, vice president for design innovation, explain.
When did you know something was amiss?
Hanson: Back in 2007, 2008, we realized that we were no longer any better than our competitors. At the same time, mobile was really coming into play. So we knew we needed to change. When we look at any product at Intuit, we think about three factors. We expect to create a benefit that people care about. It needs to be easy. And it needs to evoke positive emotion. To do that, we went after three strategies. First of all, we made sure everybody in the company had a visceral experience of what great design was like. We started with our most senior leaders. Brad had his team at an off-site, and we had them each bring in something that delighted them. And we had them talk about what made that experience delightful to them—that’s when we locked in on how we want our customers to feel. Read more of this post