Design experimentation at intuit

MY INTRO

ANDREA GALLAGHER

DESIGN EXPERIMENTATION AT INTUIT

RAPID EXPERIMENTSMAY 11, 2015

ANDREA GALLAGHERCOGNITIVE PSYCH, INFORMATION ARCHITECT, DESIGN RESEARCHER, INNOVATION CATALYST

DESIGN FOR DELIGHT

DESIGN FOR DELIGHT

INNOVATION CATALYSTS

THERE ARE NO “FAILED” EXPERIMENTS

APPS.COM AND SOCIAL PROOF

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Our goal – help small business owners feel confident that they’ve found an app that works for them

APPS.COM

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WITHOUT AN ASPIRATIONAL VISION, IT’S HARD TO PIVOTFALL IN LOVE WITH THE PROBLEM, NOT THE SOLUTION

DESIGNING FOR CORRECT

A BEHAVIOR IS WORTH A THOUSAND WORDSWatch what they do versus listen to what they say they would do

A COUPLE OF INSIGHTS

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OUR VISION

A SMALL BUSINESS OWNER SHOULD FEEL CONFIDENT WHEN THEY FIND THE APP THAT IS JUST RIGHT FOR THEM

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EXPERIMENT 1

BELIEF: reviews from the same industry are more valuable than general reviews

HYPOTHESIS: when looking at an app page with reviews, participants will click to select their own industry

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EXPERIMENT 1

RESULT: No one clicked

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EXPERIMENT 2

NEXT HYPOTHESIS: Reviews don’t matter, but knowing who uses it does

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EXPERIMENT 2

RESULT: all 5 clicked industry to show number of users

BUT WAIT!WE KNOW BUSINESS OWNERS CARE ABOUT REVIEWS – THEY TELL US THOSE STORIES MATTER

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EXPERIMENT 3

HYPOTHESIS: Business owners will review, if asked by someone they know

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EXPERIMENT 3

RESULT: Of the 6 participants, 6 said “add me to the users”, 5 said “show my vendors and customers, 4 said “let them contact me”. 0 said “spam them with email.”

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AND WHAT’S OUR INSIGHT?

Reviews Usage

Industr

y X

People I know

X

THANKS! NEXT…

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