ux strat usa, richard dalton, "turning strategy into execution"
TRANSCRIPT
TURNING STRATEGYINTO EXECUTION
R I C H A R D D A LTO N , U S A A@ M A U V Y R U S S E T
TURNING STRATEGYINTO EXECUTION
R I C H A R D D A LTO N , U S A A@ M A U V Y R U S S E T
LIKE PUPPIES,EXPERIENCES ARE FOR LIFE, NOT JUST FOR
CHRISTMAS
Photo by Jan Truter, https://flic.kr/p/f86v8r
GOING ABOVE FOR THOSE WHO HAVE GONE BEYOND
CEMENT TRUCK HIT MEMBER’S VEHICLE
MEMBER CALLS USAA
FIRE NEAR MEMBER’S HOME
USAA CALLS MEMBER
FIRE NEAR MEMBER’S HOME
USAA CALLS MEMBER
CEMENT TRUCK HITMEMBER’S VEHICLE
MEMBER CALLS USAA
USAA CALLS MEMBER MEMBER CALLS USAA
FIRE NEAR MEMBER’S HOME
TOUCHPOINT TOUCHPOINT
CEMENT TRUCK HIT MEMBER’S VEHICLE
TOUCHPOINT TOUCHPOINT
CEMENT TRUCK HIT MEMBER’S VEHICLE
FIRE NEAR MEMBER’S HOMEMANY CONTEXTS
TOUCHPOINTS SPAN
MANY CHANNELSMANY CONTEXTS
TOUCHPOINTS SPAN
In the past 10 minutes ...
3 life insurance applications12 new members31 member emails received35 P&C auto quotes68 member faxes received
75 claims opened150 prepaid card transactions595 remote deposits1,874 funds transfers2,171 IVR calls
3,941 inbound MSR calls5,709 new usaa.com sessions9,921 credit card transactions10,969 mobile logins21,219 debit card transactions
EACH TOUCHPOINTHAS MANY ENABLERS
ProductsAdvice
FRSRelationship
Business Rules
Personalization
Quality Measures
Funding / Planning
Programs
Projects
Member Research / VOM
Strategy Roadmap
PPTI
CREATING MILLIONSOF CONNECTIONS
ProductsAdvice
FRSRelationship
Business Rules
Personalization
Quality Measures
Funding / Planning
Programs
Projects
Member Research / VOM
Strategy Roadmap
PPTI
We are not alone.
80+ Combat AircraftSimultaneous Launch & Recovery
4.5 Acre Flight DeckU.S. Navy photo by Mass Communica6on Specialist 2nd Class Lyle H. Wilkie III/Released. Public Domain. Cropped to fit.
hFp://www.navy.mil/view_image.asp?id=157497
426 Orders / Second244M Active Users
$74.45B Net RevenuePhoto still from video: Amazon’s Eighth Generation Fulfillment Center.
http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-images_videos
426 Orders / Second244M Active Users
$74.45B Net Revenue
80+ Combat AircraftSimultaneous Launch
& Recovery4.5 Acre Flight Deck
U.S. Navy photo by Mass Communica6on Specialist 2nd Class Lyle H. Wilkie III/Released. Public Domain. Cropped to fit. hFp://www.navy.mil/view_image.asp?id=157497
Photo still from video: Amazon’s Eighth Generation Fulfillment Center.http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-images_videos
426 Orders / Second244M Active Users
$74.45B Net Revenue
80+ Combat AircraftSimultaneous Launch
& Recovery4.5 Acre Flight Deck
Amazon KIVA Solution
NavyOuija Board
Photo: Sailors, making moves on the Ouija board. CC BY 2.0. Copyright © 2011. Cropped to fit.U.S. Navy photo by Mass Communication Specialist Seaman Justin E. Yarborough/Released.
https://www.flickr.com/photos/usnavy/6057090202/
Photo: KIVA at Amazon. Cropped to fit.http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-images_videos
PEOPLE
PPROCESS
PTECHNOLOGY
TINFORMATION
I
MapMembers’ activities, thoughts,
and goals through life scenarios.
ConnectTo planning, projects, and products
that enable our touchpoints.
Natalie, an IT Project Manager, receives a brief for the Suspicious Transactions project. She has to estimate the project before the August kickoff. The brief includes a list of 5 potential affected touchpoints, so Natalie goes to TMS to get started.
Benefits: More accurate initial scoping
As Natalie begins to validate the touchpoints for her project in preparation for agile story writing, she discovers that 6 other touchpoints will be affected, bringing the total to 11.
BenefitsFaster project kickoffMore accurate estimates
She also discovers that an in-flight project is working on 3 of the same touchpoints. Natalie gets in touch with the other team to explore this overlap, and eliminate duplication.
Benefits: Cost-savings
The 11 touchpoints are enabled by 4 systems – UNICA, RulesExpress, TPM and EPMS. Natalie uses TMS to identify the system owners and consults with them to assess the level of effort to make changes.
Benefits: Collaboration, More accurate estimates
Meanwhile, elsewhere in the organization…
James, a Digital Channel Manager, is meeting with Frank, his Product Manager. They’re reviewing touchpoint performance and optimization opportunities, when they notice that Natalie’s project is working on the same touchpoints.
Benefits: Access to data, Awareness of other activities
James flags the touchpoints affected and adds a note to each describing the collaboration opportunity.
Benefits: Documentation & traceability
Natalie, who is working remotely, receives a TMS notification. She accesses the system and sees which touchpoints James flagged for collaboration. She agrees, but they have to get approval from Patricia, the APO, before moving forward.
Benefits: Remote collaboration and workflow
Patricia - the APO - can see the benefits, and agrees with the adjusted plan, focused on fixing pain points before introducing more features.
BenefitsAgile prioritization
Natalie was able to kickoff the project faster and deliver a more accurate estimate, as well as finding cost-savings.
James was able to improve the touchpoints he owns with little to no funding.
Patricia was able to increase the value her project delivered by reprioritizing based on new information.
Frank was able to access data on product distribution and achieve improvements to his acquisition rate.
Members benefit from faster improvements to touchpoints, creating better experiences and stronger relationships.
GOING ABOVE FOR THOSE WHO HAVE GONE BEYOND