From design thinking to design driven

Suzanne Pellican explains how Intuit went from the "Best Run, No Growth Company in the Valley" to a "30-Year-Old Startup" by becoming design driven.

Close to one-third of the US economy flows through Intuit’s payroll, invoicing, and tax software. What drove such a dominant software company to reinvent itself as a design-driven company? The story begins in 2006, when Intuit found itself in a terrible position—flattening growth, sinking net-promoter scores, and a less-than-desirable innovation pipeline. Suzanne Pellican describes how Intuit leveraged design at all levels of the company and was reborn, creating a culture based upon design thinking, experimentation, and risk taking. Highlights will include lessons learned over this nine-year journey, tips and tricks for designers to influence senior leaders and the C-suite, and tangible examples and results.