Deep qualitative research and co-creative design defining the Intuit partner program strategy
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The developer program lacked non-technical support mechanisms, and partner needs remained largely unvalidated assumptions. The developer portal supported only technical API needs; partners required growth and success support beyond technical resources.
Three-phase research methodology. Phase 1: Jobs to be Done interviews using "switch interview" format — exploring when partners considered joining, what problems they hoped to solve, and how reality compared to expectations. Phase 2: Co-Creative Mural activity with 20 partners ranking 9 benefit categories and approximately 80 individual benefits. Phase 3: Large-scale survey deployed to thousands of partners for quantitative validation.
Jobs to be Done interviews provided guiding principles that unified team understanding across the organization. By allowing hands-on input from the customer, assumptions were reduced by bringing the source right into the project.