Principles of Design for Delight

Deep Customer Empathy

Developing deep customer empathy allows us to understand customers, their needs, frustrations, and reasons for their actions, which unlocks valuable insights and inspires innovation to design. This helps motivate us to innovate and discover solutions to improve the lives of customers. We gain empathy by observing people when and where they are experiencing pains or problems.

Go Broad to Go Narrow

Going broad to go narrow allows us to brainstorm lots of potential solutions and then narrow them down to the best ones while focusing on what matters most to customers. To get one great idea, you need a lot of them. We “go broad” when we use our creativity to explore a variety of potential solutions. We “go narrow” by focusing on the bold solution most likely to delight our customers and solve their problems.

Rapid Experiments with Customers

Running rapid experiments with customers allows us to test our solutions quickly and make better decisions on their behaviors. We learn much faster what works and what does not by running experiments with real customers, as their reactions show us whether to move forward or adjust and try again. This saves time, resources, and helps to determine if the problem was solved or what may need to be adjusted and improved.

What is Design for Delight?

Design for Delight is Intuit’s version of design thinking, a method of creative problem solving that focuses on the need to create better products and experiences. Design thinking is used by Intuit and other leading organizations and teams around the world. Design for Delight is Intuit’s not-so-secret sauce that they are eager to share with you and your students.

Design for Delight has three principles that give students hands-on experience in creative problem-solving and innovation. These principles are: Deep Customer Empathy, Go Broad to Go Narrow, and Rapid Experiments with Customers. This three-pronged mindset focuses on how individuals can “Delight” their customers.

Group students studying researching on laptop sitting Together .

Intuit Design for Delight Innovator certification

The Intuit Design for Delight Innovator certification encourages students to develop deep customer empathy, go broad and go narrow, and run rapid experiments. Earning this certification will give your students a competitive advantage as they look to solve future problems. The Design for Delight Innovator certification is a way for individuals to validate their knowledge of design thinking principles and the tools needed to identify problems, gain customer empathy, brainstorm solutions, run experiments, test assumptions, pivot, and much more. This mindset promotes creativity, critical thinking, complex problem solving, collaboration, and other 21st century skills that are much needed in today’s workforce. Candidates for the Intuit Design for Delight Innovator certification exam will be expected to have at least 150 hours of instruction and a knowledge and understanding of the key principles of the Design for Delight mindset.

Who is Design for Delight for?

The principles and methods of Design for Delight are teachable and learnable, and they can be used by anyone in any environment. Design thinking is taught at leading universities around the world and is a powerful tool used by many admired companies to build better products and services for their customers. It is a career and life skill that can be implemented into any class to give students the tools and knowledge needed to solve real issues, innovate solutions, and tackle complex and challenging problems. Design for Delight is commonly taught in classes such as business, entrepreneurship, and computer science, as well as with project-based learning experiences.

Master Certification in Entrepreneurship

The Master Certification in Entrepreneurship is the next step in validating an understanding of design thinking, but expands the scope to include core business principles, including the essentials needed to launch and maintain a successful business.

This certification is earned by completing the Intuit Delight for Delight Innovator certification and the Entrepreneurship and Small Business (ESB) V.2 certification. The ESB V.2 certification focuses on foundation-level concepts and knowledge in entrepreneurship and small business management. These core concepts include:

  • Entrepreneurship
  • Recognizing and evaluating opportunities
  • Planning for, starting, and operating a business
  • Marketing and sales
  • Venture capital and seed funding
  • Financial management

Successfully passing the Intuit Design for Delight Innovator and the ESB V.2 certifications will result in receiving the Master Certification in Entrepreneurship.