Design for Delight is a set of principles that describe how we innovate at Intuit. We apply these principles to develop bold new ideas, continuously delighting our customers. Our goal is to fall in love with the customer’s problem, not a solution.
Within this toolkit you’ll find the three principles: Deep Customer Empathy, Go Broad to Go Narrow, and Rapid Experiments With Customers. These methods are rooted in design thinking and provide a customer-centered approach to problem solving.
Step-by-step instructions are included within each exercise, and many have downloadable worksheets and guided facilitation to make virtual collaboration easier.
Click below to explore the MURAL templates we crafted for your use, and be sure to check out the Design for Delight toolkit to learn more about the full suite of methods available!
Deep Customer Empathy
Deep Customer Empathy creates shared understanding, insights, and motivation to improve the lives of our customers. We gain empathy by observing people where and when they are experiencing pains or problems.
Go Broad to Go Narrow
Go Broad to Go Narrow generates lots of ideas before focusing on one great idea. We "go broad" by using our creativity to explore a variety of potential solutions. We “go narrow” by focusing on bold solutions most likely to delight our customers.
Rapid Experiments with Customers
Rapid Experiments with Customers tests our solutions quickly. When we run experiments with real customers, we quickly learn what works and what doesn’t, saving valuable time and resources when making our next decision.
Design for Delight Method
Design for Delight Method is a mindset more than a process. Delight is critical because it’s not enough to meet customer expectations. True innovation is about exceeding those expectations so that customers recommend your products to others. It’s about iterating your way to the answer through a series of intentional cycles, instead of jumping straight to a solution at the start. That iteration helps the team go broad, narrow, and gain confidence in their ideas along the way.