Want to transform drudgery into satisfaction? Seek out meaning.Paul helped us to understand how Intuit has traditionally sought to deeply understand their customer values and goals. What I find most exciting about the work they're doing is that the link between financial software and positive emotion is, for many, rather unexpected. Somehow, designing a social network to support wellbeing seems an easier sell than redesigning your tax software to help you thrive. And yet, when are we more flummoxed then when we're doing our taxes? There is so much potential for experience improvement, but more importantly, there's so much potential for "reframing" activities in more meaningful ways.
Despite our tendency to associate them with drudgery, all financial tasks are rooted in things we deeply value (ie. supporting family, investing in what's important to us, giving to others, recognition for achievement, working towards a goal, etc.) and if software could tap into that, imagine the benefits to both engagement and wellbeing.Really, it's a case of reframing tasks in ways that cut to the deeper meaning behind them. Is doing your budget about watching your money get eaten up and filling out forms, or is it about better understanding your goals, what you value, and whether your spending is supporting those? Mint understood the deeper meaning behind personal budgeting early on, and in recognition, Intuit acquired it.