strategic business transformation and role of ba in design ......akansha jain – sr. business...

© 2016 BA Convention

And Role of BA in Design Thinking

Strategic Business Transformation

© 2016 BA Convention 2

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Industry Verticals

About L&T Infotech Ltd

‘Business-to-IT Connect’ Model

Widely respected corporation

Deep global relationships

High corporate governance standards

10

258

FY2016 $887+Mn

Active clients 49 Fortune 500 clients

20,000+ Employees

22 Delivery centers globally, with 44 sales offices

L&T Infotech, part of USD 15 billion L&T Group, is the 6th largest Indian IT Services Company




Context

Design is everywhere

Design is making things

that people want

Design Thinking is

thinking out of box

Design Thinking is doing

things so businesses

are beneficial

Design Thinking is more

creative than you think




Project Background

Customer Profile

Customer Is One Of The Oldest Life Insurance Companies In South

East Asia

Market Leader With A Revenue Of Over $ 6 Billion

Business Challenges

Significant Underinsured Young Population

Silver Tsunami - Greying Consumer Base Mandates Preventive

Interventions

Unpredictable Losses & Targets To Increase Investment Portfolio

Revenue & Margin Pressures




Defining Business Objectives – The Big Picture

Redefine their Customer Engagement thorough

Omni Channel experience

Transform into Customer-centric Service Model

Rebrand Market Image

Establish Digital Leadership

“Customer-driven, unified experience across multiple touch-points”




Business Transformation Journey

From Life Insurance

to a Life Company

1 We Started Here

2 3

Market Research Future Trend Analysis

Customizing HRA Tools & Calculators

Ideate & Prototype

Empathize & Synthesize Test & Corroborate

Loyalty & Wellness Portal & App Programs tied to Premium

Discounts Continuous Engagement with

health workshops & social media Loyalty Cards, Merchant

Discounts & Reward Programs Data for Better Underwriting Empirical Data for New Products As-Is

Traditional Business Model Customer Engagement mostly

during renewals & claims Risk Underwriting based on

limited data No defined Loyalty Programs

Lifestyle Assessment Suite Intention based programs/ 21

Day App




Solution Model

Transforming

Preventing

Engaging

Created 360 degree view of customer Multiple touchpoints for customers

engagement Extensive use of Social Media Platforms Dynamic UX experience

Lifestyle Risk Assessment suite on 24 parameters

Intention based health programs

Wellness tools & calculators Health Articles personalized

to health goals and needs Health promotions &

discounts through health partners

Better Risk Evaluation Better Underwriting

Decisions Get Closer to the Customer Rebranding as a Life Company




Business Outcomes

Deeper Consumer Engagement – 2 million user

participation in Wellness drive

Customer Empowerment – 3 million users within

first year

Intrinsic Return on Wellness

Substantial Data – Lead Generation & Product

Design

Brand Recall – 13% increase




Role of a BA - Sampler

Collate Research Findings

Collate Geographical Requirements

Create Content

Create Algorithms

Verify and Authenticate with Experts

Create Wireframes

Stakeholder Walkthrough

UI & Branding




BA = Design Thinker

Anchored Innovation

− Intention based approach and related tools

− Lifestyle Risk Assessment suite with 24 health parameters

− Wellness tools & calculators address custom algorithms that address

local demographics

− Extensive use of Social Media Platforms

Drove Differentiation

− Multiple touchpoints for customers engagement

− Better Underwriting Decision

Increased Customer Satisfaction




Skills That Worked

Analytical

Champion of Change Conflict

Management Critical

Thinking

Being

Assertive

Cultural

Awareness

Winning

Attitude




What should you remember?

Design is less thinking and more about action

Design thinking is a user-centered approach to problem

solving.

It is helpful to identify wicked problems

It is a step by step process over multiple iterations.

Understand-Create-Learn cycle

It helps BAs to evolve – from Product Owner to Program

Owner

© 2016 BA Convention

Learn more. www.baconvention.com

Thank You!

Aparna Kondapalli – Sr. Business Consultant

Akansha Jain – Sr. Business Analyst

strategic business transformation and role of ba in design ......akansha jain – sr. business...

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