Let me illustrate what Intuit does.
They do something what I like to call rapid research.
In a single week, Intuit will do research,
design a new technology, and test that new technology.
Based on the feedback from the technology, they'll redesign it and
begin the process again the next week.
So every week they have a research date set up.
The expectation is that they will be doing research every week.
They won't always know what the questions are ahead of time but
they know they need to do it every week.
This comes from a project that I think is just fascinating.
They were observing people doing their taxes and noticed, lo and
behold people weren't having that much fun.
You'll notice in this picture this man's doing his taxes and
simultaneously he has his smart phone there.
During the research they thought how might we use smart phones to help people do
their taxes more easily.
They came up with a new system which allows people to take photographs of
their forms.
That information is updated into the system.
And much more of the information is prepopulated, so
they don't have to do as much work when doing taxes.
This has resulted in a very successful project for them that I think wouldn't
have come about unless they had had this rapid research design iterative process.
In this lesson,
you've learned the importance of getting honest feedback in multiple forms.