https://timjwhite.com Tim J White Tue, 07 Feb 2023 16:03:26 +0000 https://timjwhite.com en https://timjwhite.com/Amazon-Pickup-Orders Thu, 02 Feb 2023 21:19:00 +0000 Tim J White https://timjwhite.com/Amazon-Pickup-Orders Amazon: Pickup Orders <img width="1436" height="1008" width_o="1436" height_o="1008" data-src="https://freight.cargo.site/t/original/i/cf9a746f9eebde6fe64a0e16ca83bb7ef487f970ce71f307496634227c1d18f6/image-grid.png" data-mid="167811363" border="0" src="https://freight.cargo.site/w/1000/i/cf9a746f9eebde6fe64a0e16ca83bb7ef487f970ce71f307496634227c1d18f6/image-grid.png" /> PROJECT OVERVIEW Home delivery from Amazon is simple. A few clicks and a package arrives at your door. However, sometimes home delivery is not the best option — or worse, no option. How might we ... make pickup so simple and delightful it’s worth the hassle of putting on pants? MY IMPACTMy designs increased Pickup orders by +4% (10.6M packages)Order Product Sales +$61M Desktop, +$24M Mobile+$7M GCCP in EU-5 *OPS: units sold x $$$ of units sold*GCCP: profit after fixed costs Why Amazon Pickup? Today, Amazon serves a total of 310M customers in 50 countries amounting to 7.7 billion packages delivered. Customers choose Pickup because: high-theft area (San Francisco)laws that limit delivery (Europe)&nbsp;no credit card (India)they live in an apartment (urban)pickup is faster or more affordable Today, Amazon Pickup&nbsp;serves 20M customers (6% overall), with 295K active pickup locations, delivering 267M packages in 20 markets around the globe — including: US, Europe, India, Mexico, and Japan. The Challenge3.8M Pickup customers (20%) leave their cart when attempting to select a pickup location, not to return. This impacts customer experience and limits throughput numbers [~51M]. <img width="2429" height="1626" width_o="2429" height_o="1626" data-src="https://freight.cargo.site/t/original/i/a62cd00c0e6737e3522e22c72cc22c9095f9625ed917de5ff9ce122cddc6ae38/SAM-tam.png" data-mid="169250281" border="0" data-scale="99" src="https://freight.cargo.site/w/1000/i/a62cd00c0e6737e3522e22c72cc22c9095f9625ed917de5ff9ce122cddc6ae38/SAM-tam.png" /> We believe that ... customers are overwhelmed by Pickup options at checkout and need guidance from Amazon. We believe that ... removing friction will increase Pickup package volume by +6.4%. <img width="2621" height="1940" width_o="2621" height_o="1940" data-src="https://freight.cargo.site/t/original/i/d619aa9bd6c85c3138ceb14571608ccb5ea907295175eaf42472238ef5637f7e/Untitled-2.jpg" data-mid="168572561" border="0" src="https://freight.cargo.site/w/1000/i/d619aa9bd6c85c3138ceb14571608ccb5ea907295175eaf42472238ef5637f7e/Untitled-2.jpg" /> Success Measures Primary1% users select pickup as the delivery address on checkoutHub order positive on Chewbaca&nbsp; SecondaryGCCP resultsOverall checkout conversionOverall latencyPrime sign-up impact What I Did DISCOVERY ︎ DEFINITION&nbsp;︎ DESIGN&nbsp;︎ DEVELOP&nbsp;︎ GO TO MARKET&nbsp; DISCOVERY Strong business results start with people. This means knowing target customer(s), their jobs to be done, key market segments and the team bringing this challenge to life. Target Customer &amp; Archetypes I defined our core customers (based on previous research), ensuring decisions were built on a foundation of data. <img width="150" height="286" width_o="150" height_o="286" data-src="https://freight.cargo.site/t/original/i/f679e3d52ddb9e1468b4d37caeb577bb1c36d8200f12c9dc2b21a0d3344f641c/Human-98.png" data-mid="168398936" border="0" data-scale="37" src="https://freight.cargo.site/w/150/i/f679e3d52ddb9e1468b4d37caeb577bb1c36d8200f12c9dc2b21a0d3344f641c/Human-98.png" /> Sam the SecureSam is a prime-member, happy with home delivery. He’s loyal to home but needs to purchase an expensive item and wants to see how pickup relates to home delivery. “If Pickup is faster and more secure than delivery — I’ll do it.” Goal: increase Sam by +0.53%. <img width="191" height="286" width_o="191" height_o="286" data-src="https://freight.cargo.site/t/original/i/646b788d7e7663299cb44cb3dddaa0ff1cc7e62e6977cee8eac6f15a041b4b4f/Posing.png" data-mid="168399253" border="0" data-scale="45" src="https://freight.cargo.site/w/191/i/646b788d7e7663299cb44cb3dddaa0ff1cc7e62e6977cee8eac6f15a041b4b4f/Posing.png" /> Christy the CouponerChristy is a non-prime customer, who can’t justify the $139/yr fee just for convenience. Christy does whatever it takes to save money. “I will drive 10 mi so my kids eat free.” Goal: increase Christy by +5.35%convert Christy to prime-member Stakeholder Interviews Understanding who will help you deliver value is just as important as knowing your target customer(s). <img width="1125" height="1067" width_o="1125" height_o="1067" data-src="https://freight.cargo.site/t/original/i/0c7226a5a2b20cad84396c7d9703920d2934febe8ffb1cebd0ded1b8b21b6fa7/Screenshot-2023-02-14-at-11.12.22-AM.png" data-mid="168412868" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/0c7226a5a2b20cad84396c7d9703920d2934febe8ffb1cebd0ded1b8b21b6fa7/Screenshot-2023-02-14-at-11.12.22-AM.png" /> STAKEHOLDER INTERVIEWS TPM: “This includes a larger rollout of a tech stack impacting our bottom line. If we miss P1&nbsp;that’s not good.” Enterprise Checkout: “We have 700+ feature requests a year, so I can’t help you sketch out the problem.” QA Dev: “There are&nbsp; 40+ use cases to consider when rolling this feature out — ex: mixed cart sizes.” Enterprise PM: “We have to be very delicate how we impact the cart and checkout experience”. CART:&nbsp;Eachweek, 98M (YoY: +21%) customers WW place 180M (YoY: +30%) orders through Cart — $8.9B in OPS (YoY: 32%, 74% OPS share). In Jan-Jul ‘21 Cart was served 240M (Yoy: +30%) times daily. CHECKOUT:&nbsp;In the first 34 weeks of 2021, checkout facilitated over 236.1M orders. (YoY: +27.2%) and $11.3B in OPS (YoY: +29.2%) WW each 15 week. Key Market Segments Scaling to Prime &amp; Non-Prime. Locker+ has a pickup option, so we are now scaling to all customers, across all devices and marketplaces. Launch in US ︎ Italy ︎ Spain. Starting with 10% of US locations on mobile and desktop first, our team could monitor GCCP, fix bugs, and make small UX improvements. When Pickup is Better Than Deliver.&nbsp;We will intelligently show pickup only when it is a faster &amp; cheaper solution to delivery. DEFINE I used a number of design thinking methods to ‘zoom-out’ on the challenge, and ‘zoom-in’ to define the details. Customer Journey Map <img width="3236" height="1694" width_o="3236" height_o="1694" data-src="https://freight.cargo.site/t/original/i/13432d9b8c3c8bd4eb062d618bc262cd2e647aac7e13f892c07ed469afb11bc7/Tim-Service.jpg" data-mid="168571754" border="0" src="https://freight.cargo.site/w/1000/i/13432d9b8c3c8bd4eb062d618bc262cd2e647aac7e13f892c07ed469afb11bc7/Tim-Service.jpg" /> User Flow<img width="9288" height="3850" width_o="9288" height_o="3850" data-src="https://freight.cargo.site/t/original/i/405fddc9b60a7aca600e236624661881ec5c02a603e308ef3d202cfe2552bfc4/timmUser-Flow-Diagram-Template-for-FigJam-Community.png" data-mid="168440737" border="0" src="https://freight.cargo.site/w/1000/i/405fddc9b60a7aca600e236624661881ec5c02a603e308ef3d202cfe2552bfc4/timmUser-Flow-Diagram-Template-for-FigJam-Community.png" /> Low-Fidelity Sketches <img width="1807" height="545" width_o="1807" height_o="545" data-src="https://freight.cargo.site/t/original/i/6756c66c836a7c5398e2c194b482efa177b5f3f03d1de6f979c21c5d8f9f5ec1/sketches.gif" data-mid="168462152" border="0" src="https://freight.cargo.site/w/1000/i/6756c66c836a7c5398e2c194b482efa177b5f3f03d1de6f979c21c5d8f9f5ec1/sketches.gif" /> DESIGNYou can’t design in a vacuum.&nbsp;Our team had to consider customer needs, business contraints, a new tech stack and fit the Enterprise Checkout standards. Design Principles @ Checkout Simplicity Checkout should be simple, straightforward and easy to complete a purchase without friction. Clarity of Signposts Checkout should be concise, with clear calls to action and labeling of each step in the process. User Control Give customers control allowing them to choose the options that work best for them. Persistence Checkout is designed to remember users' information from previous transactions, so they can complete purchases efficiently in the future. Speed and Performance on Mobile Checkout is designed to be fast, with minimal load times and streamlined to complete a purchase. <img width="3267" height="1914" width_o="3267" height_o="1914" data-src="https://freight.cargo.site/t/original/i/6b3eafcd340ec4070bba301a630ee60a615dca1d05a8d1752c502f72692201c0/DLS-tw9.png" data-mid="168571775" border="0" src="https://freight.cargo.site/w/1000/i/6b3eafcd340ec4070bba301a630ee60a615dca1d05a8d1752c502f72692201c0/DLS-tw9.png" />Hi-Fidelity Designs (Phase 1) Our product team needed to release in phases due to a new tech stack ‘Chewbaca’ being released over 2021 - 2023 that would provide customers a simplified checkout. I would need to explore dozens of options and then WebLab two treatments to see how well they performed against the current control. <img width="3199" height="2168" width_o="3199" height_o="2168" data-src="https://freight.cargo.site/t/original/i/5c6c0d7bbb0c073ab34f56578f5fc61f977f83b35fb56f2fbfe28afd8a57fa09/sketches.png" data-mid="168584258" border="0" src="https://freight.cargo.site/w/1000/i/5c6c0d7bbb0c073ab34f56578f5fc61f977f83b35fb56f2fbfe28afd8a57fa09/sketches.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/810a50fe2db7f16b73818d429ea94c168082e3ffb0d21a4ebe0162451b3dea71/Group-235.png" data-mid="168584285" border="0" src="https://freight.cargo.site/w/1000/i/810a50fe2db7f16b73818d429ea94c168082e3ffb0d21a4ebe0162451b3dea71/Group-235.png" /> Hi-Fidelity Designs (Phase 2)&nbsp; Through my exploration, we came to know the real problem to solve. P1 was the real goal — and&nbsp;Hub will lose 14.8% of WW volumes if P0 wasn’t launched first. &nbsp;<img width="3129" height="1664" width_o="3129" height_o="1664" data-src="https://freight.cargo.site/t/original/i/b7167d0b0c4c30a537aaae0c9729b4dfbe00e8444afc3e623a7ed467c165dfe7/garupa-vs-chewbaca.png" data-mid="169218474" border="0" src="https://freight.cargo.site/w/1000/i/b7167d0b0c4c30a537aaae0c9729b4dfbe00e8444afc3e623a7ed467c165dfe7/garupa-vs-chewbaca.png" /> <img width="1788" height="1055" width_o="1788" height_o="1055" data-src="https://freight.cargo.site/t/original/i/ecc6d1ede61676bc1e8956f58f68d4fbb539c94a9e4bf7b3c2ab5ddeb0bf0905/usertest-PM.gif" data-mid="168243868" border="0" data-scale="98" src="https://freight.cargo.site/w/1000/i/ecc6d1ede61676bc1e8956f58f68d4fbb539c94a9e4bf7b3c2ab5ddeb0bf0905/usertest-PM.gif" /> <img width="3842" height="3374" width_o="3842" height_o="3374" data-src="https://freight.cargo.site/t/original/i/78b98afe2e6b946d50af1a4d1270f3400853a968dc7cfce98754cae3d9f39afe/grou.png" data-mid="169216385" border="0" src="https://freight.cargo.site/w/1000/i/78b98afe2e6b946d50af1a4d1270f3400853a968dc7cfce98754cae3d9f39afe/grou.png" /> Mix of Qual &amp; Quant Insights: <img width="3778" height="2656" width_o="3778" height_o="2656" data-src="https://freight.cargo.site/t/original/i/1db2c563b37b329a44ad829a211999cc9aa1b9d5b7db704a01a833e94a61589a/2.png" data-mid="169466064" border="0" src="https://freight.cargo.site/w/1000/i/1db2c563b37b329a44ad829a211999cc9aa1b9d5b7db704a01a833e94a61589a/2.png" /> <img width="3778" height="2656" width_o="3778" height_o="2656" data-src="https://freight.cargo.site/t/original/i/b2fd01b72276ae9f36443e5b0de28dcd56f1a6e3c0c032546e7b8933dc4cc3fc/1.png" data-mid="169466065" border="0" src="https://freight.cargo.site/w/1000/i/b2fd01b72276ae9f36443e5b0de28dcd56f1a6e3c0c032546e7b8933dc4cc3fc/1.png" /> DEVELOPMENT &amp; GO TO MARKET Once I facilitated the opportunity using hi-fidelity sketches and user testing, it was time to convert pixels to the development roadmap, ensure QA was complete and results were closely monitored. <img width="1936" height="1582" width_o="1936" height_o="1582" data-src="https://freight.cargo.site/t/original/i/2c46be767f4f142dd763500036c5ea9e7709e3d4d23fd300a163457a79036ab1/RM.png" data-mid="169214856" border="0" src="https://freight.cargo.site/w/1000/i/2c46be767f4f142dd763500036c5ea9e7709e3d4d23fd300a163457a79036ab1/RM.png" /> <img width="3244" height="1224" width_o="3244" height_o="1224" data-src="https://freight.cargo.site/t/original/i/9fd2373b7405fc5efca4e04645ebde3e32650235999e9b4a66c7cb62aa3ca551/Screenshot-2023-02-21-at-2.37.19-PM.png" data-mid="169220395" border="0" src="https://freight.cargo.site/w/1000/i/9fd2373b7405fc5efca4e04645ebde3e32650235999e9b4a66c7cb62aa3ca551/Screenshot-2023-02-21-at-2.37.19-PM.png" /> Challenges Encountered <img width="900" height="531" width_o="900" height_o="531" data-src="https://freight.cargo.site/t/original/i/10acdeef39d0d94ad466a389ebde312c8c1fa8f67dd5f0e9e365861ee0d8e6b1/Screenshot-2023-02-21-at-2.53.02-PM.png" data-mid="169219880" border="0" src="https://freight.cargo.site/w/900/i/10acdeef39d0d94ad466a389ebde312c8c1fa8f67dd5f0e9e365861ee0d8e6b1/Screenshot-2023-02-21-at-2.53.02-PM.png" /> The data set on the back-end made for a complex display for the customer on the front-end. The team had to disagree and commit to launch a not-ideal customer experience. <img width="2328" height="1182" width_o="2328" height_o="1182" data-src="https://freight.cargo.site/t/original/i/ce34a3c8e56212a28c640843fa3acba94dc10c68d9353c5187120d33587265db/Screenshot-2023-02-23-at-12.01.12-PM.png" data-mid="169466930" border="0" src="https://freight.cargo.site/w/1000/i/ce34a3c8e56212a28c640843fa3acba94dc10c68d9353c5187120d33587265db/Screenshot-2023-02-23-at-12.01.12-PM.png" />Collaboration was a challenge. I came into the project due some collaboration challenges between design and product that risked the top priority for 2022 delivering. As design lead I was able to regain healthy working relationship through open communication, quarterly planning and consistent backlog grooming. “You really helped the team when we needed it. I told my manager there are no longer any deliverable risks and we are headed in the right direction." - Lead PM <img width="1742" height="1230" width_o="1742" height_o="1230" data-src="https://freight.cargo.site/t/original/i/c029426dcac75175b580ca8710f3751c09192f9a1f5e5f70707b79b6676239b1/Screenshot-2023-02-21-at-3.01.50-PM.png" data-mid="169220314" border="0" src="https://freight.cargo.site/w/1000/i/c029426dcac75175b580ca8710f3751c09192f9a1f5e5f70707b79b6676239b1/Screenshot-2023-02-21-at-3.01.50-PM.png" /> Alignment with the enterprise checkout team microservice was a headache. The limited collaboration and long, slow queues required lots of documentation and asynchronous collaboration. CFx Partners Product: Saptarshi KiranLead UX: Tim White&nbsp;UX: Andri KumarDev Lead: Amit KatalThumbanil of North Star: Naim Rahman https://timjwhite.com/Amazon-Pickup-Lockers Tue, 07 Feb 2023 16:03:26 +0000 Tim J White https://timjwhite.com/Amazon-Pickup-Lockers Amazon: Pickup&nbsp;Lockers <img width="530" height="361" width_o="530" height_o="361" data-src="https://freight.cargo.site/t/original/i/ef5e8f367f6a809d1bda154c8fbc110e8498ecd0beb46232dba18f8637d9d494/Locker_Image.jpg" data-mid="169372339" border="0" src="https://freight.cargo.site/w/530/i/ef5e8f367f6a809d1bda154c8fbc110e8498ecd0beb46232dba18f8637d9d494/Locker_Image.jpg" /> <img width="848" height="451" width_o="848" height_o="451" data-src="https://freight.cargo.site/t/original/i/72589422a6f93898b8f23ec5c0fac105fa5803e088bbe61f9dc99e12e394a475/picto-locker.png" data-mid="169372678" border="0" src="https://freight.cargo.site/w/848/i/72589422a6f93898b8f23ec5c0fac105fa5803e088bbe61f9dc99e12e394a475/picto-locker.png" /> <img width="626" height="352" width_o="626" height_o="352" data-src="https://freight.cargo.site/t/original/i/f860601cae9a4ba8002100fd669a290cefac277e854f2555839edff118a7c911/locker-still.jpg" data-mid="169372426" border="0" src="https://freight.cargo.site/w/626/i/f860601cae9a4ba8002100fd669a290cefac277e854f2555839edff118a7c911/locker-still.jpg" /> <img width="535" height="357" width_o="535" height_o="357" data-src="https://freight.cargo.site/t/original/i/fca8607a03b73201825076bb8218d24456f5687f11e19156a2fbadc770bbfbc0/Apartment_Locker_Image.jpg" data-mid="169372420" border="0" src="https://freight.cargo.site/w/535/i/fca8607a03b73201825076bb8218d24456f5687f11e19156a2fbadc770bbfbc0/Apartment_Locker_Image.jpg" /> PROJECT OVERVIEWAmazon Lockers are designed to provide customers convenience and security — so they never miss a package ever again. That’s only if the package makes it to the locker. How might we ... ensure driver behaviors, software and&nbsp;hardware are working together to meet the needs of&nbsp; customers? THE IMPACTMy designs reduced defects per million by 88% (260 DPMO ︎︎︎ 31 DPMO)I saved Amazon $387K in replacement orders and &gt;$4.5M in operating costs to Amazon Lockers *Based on&nbsp;36M multi-family delivery volume in ‘22, 260 DPMO and ave cart size of $47.&nbsp; Why Amazon Lockers? If you've ever lived in an apartment, you know it can be difficult to receive packages. They get lost, misplaced, or dropped in front of the wrong door. In 2017, Amazon launched 3.5K lockers globally to meet this need.&nbsp; <img width="1733" height="1155" width_o="1733" height_o="1155" data-src="https://freight.cargo.site/t/original/i/abd83689d85207100743ccb096c8e9203405ef2e9333915e6d74e9818e5751ff/Stocksy_txpa8a7acfa71H300_Medium_3263185__1_.jpg" data-mid="169371632" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/abd83689d85207100743ccb096c8e9203405ef2e9333915e6d74e9818e5751ff/Stocksy_txpa8a7acfa71H300_Medium_3263185__1_.jpg" /> PRESS RELEASETechCrunch: Amazon launches ‘The Hub’, parcel delivery lockers for apartment buildingsQuartz: Amazon is now literally building its way into people’s livesFortune:Amazon Has a New Way to Get Stuff Into Your Apartment&nbsp; The Challenge5 years later, Amazon Pickup was delivering 267M packages in 20 countries annually. With that scale comes certain operational and logistical challenges. Two Challenges: Near-term: 36M packages delivered to multi-family units, 2.5% were considered “Delivered Outside Locker”. Of those considered DOL, 260 Defects per Million occured due to “Package not being Detected”.&nbsp;Mid-term: as Amazon’s merchant network expanded, Amazon could send more types of package sizes (ex: super thin or large) and needed to reconfigure their locker slots to pair supply with demand. We believe that in the near-term ... improving the UX inside the driver app would reduce 95% of package not detected defects. We believe that in the mid-term ... reconfiguring the package slots would drive throughput and reduce Delivered Outside Locker by 0.75% Why are these opportunities important: Amazon saves $5M/yr in operational costs for every 1min of unnecessary action they eliminate in a drivers day (275K drivers).&nbsp;Locker deliveries are ~40 sec faster than home delivery (+/- 13 sec).Lockers are a scale and cost savings mechanism (ex. 1 delivery = 50 packages [locker] vs. 1 delivery = 1 package [home])Throughput is primary metric Amazon Hub is measured Success Measures Primaryx% reduction of DPMO due to ‘Package not Detected’ x%&nbsp;reduction of ‘Deliveries Outside Locker’&nbsp; Secondaryx% increase in driver satisfaction at multi-family housing What I DidDISCOVERY ︎ DEFINITION ︎ DESIGN ︎ DEVELOP/RELEASE/EXTEND DISCOVERY =&nbsp;2 weeksIn practicing human-centered product development, I conducted just enough research to ensure the problem solved a real need.&nbsp; Includes: Service Safari, downtown &amp; rural route with research report <img width="2378" height="1766" width_o="2378" height_o="1766" data-src="https://freight.cargo.site/t/original/i/156625af45157a465d264c1f081041fa4f912ed81957ff527fcb963a9fcad4cd/Screenshot-2023-02-23-at-10.59.50-AM.jpg" data-mid="169575449" border="0" src="https://freight.cargo.site/w/1000/i/156625af45157a465d264c1f081041fa4f912ed81957ff527fcb963a9fcad4cd/Screenshot-2023-02-23-at-10.59.50-AM.jpg" /> <img width="1298" height="1740" width_o="1298" height_o="1740" data-src="https://freight.cargo.site/t/original/i/e584982e5cd2802292af0586c044cabea48c9cb011c3aa1bde1973b69da640ba/Screen-Shot-2022-08-07-at-1.42.12-PM.jpg" data-mid="169575471" border="0" src="https://freight.cargo.site/w/1000/i/e584982e5cd2802292af0586c044cabea48c9cb011c3aa1bde1973b69da640ba/Screen-Shot-2022-08-07-at-1.42.12-PM.jpg" /> <img width="1296" height="1724" width_o="1296" height_o="1724" data-src="https://freight.cargo.site/t/original/i/80e5471b41a71f81fa1d2020a55b2ac060869b27ee5abd115283ae87ba40444b/Screen-Shot-2022-08-07-at-1.42.20-PM.jpg" data-mid="169575470" border="0" src="https://freight.cargo.site/w/1000/i/80e5471b41a71f81fa1d2020a55b2ac060869b27ee5abd115283ae87ba40444b/Screen-Shot-2022-08-07-at-1.42.20-PM.jpg" /> <img width="1288" height="1740" width_o="1288" height_o="1740" data-src="https://freight.cargo.site/t/original/i/7e11c822a8076c9ca8e5bd2fe2db33e36aa47806f76c58f93f58fbbb6c9808f2/Screen-Shot-2022-08-07-at-1.42.07-PM.jpg" data-mid="169575464" border="0" src="https://freight.cargo.site/w/1000/i/7e11c822a8076c9ca8e5bd2fe2db33e36aa47806f76c58f93f58fbbb6c9808f2/Screen-Shot-2022-08-07-at-1.42.07-PM.jpg" /> <img width="1296" height="1732" width_o="1296" height_o="1732" data-src="https://freight.cargo.site/t/original/i/a684a35e185472ed7f3f875d66fc7b23299fbb477f46dd2002bd51143c3bd4b0/Screen-Shot-2022-08-07-at-1.35.11-PM.jpg" data-mid="169575494" border="0" src="https://freight.cargo.site/w/1000/i/a684a35e185472ed7f3f875d66fc7b23299fbb477f46dd2002bd51143c3bd4b0/Screen-Shot-2022-08-07-at-1.35.11-PM.jpg" /> <img width="1302" height="1736" width_o="1302" height_o="1736" data-src="https://freight.cargo.site/t/original/i/6d04dd471abad160abb676f323b61f003c466775c1d42794cf30466175576549/Screen-Shot-2022-08-07-at-1.35.17-PM.jpg" data-mid="169575492" border="0" src="https://freight.cargo.site/w/1000/i/6d04dd471abad160abb676f323b61f003c466775c1d42794cf30466175576549/Screen-Shot-2022-08-07-at-1.35.17-PM.jpg" /> <img width="1294" height="1728" width_o="1294" height_o="1728" data-src="https://freight.cargo.site/t/original/i/fb1ad9cb0afc5386b69d4d3a11c00f840b649e04051af476b824cdabd10ee630/Screen-Shot-2022-08-07-at-1.35.03-PM.jpg" data-mid="169575493" border="0" src="https://freight.cargo.site/w/1000/i/fb1ad9cb0afc5386b69d4d3a11c00f840b649e04051af476b824cdabd10ee630/Screen-Shot-2022-08-07-at-1.35.03-PM.jpg" /> <img width="1368" height="1830" width_o="1368" height_o="1830" data-src="https://freight.cargo.site/t/original/i/920293a6ad4ae069afa10dc9591a663498c27fd6db130be6590554c7f377270e/Screenshot-2023-02-23-at-11.19.51-AM.jpg" data-mid="169575504" border="0" src="https://freight.cargo.site/w/1000/i/920293a6ad4ae069afa10dc9591a663498c27fd6db130be6590554c7f377270e/Screenshot-2023-02-23-at-11.19.51-AM.jpg" /> <img width="1500" height="1084" width_o="1500" height_o="1084" data-src="https://freight.cargo.site/t/original/i/472b8c281e42d5bc6e57eed5babd6f5bbed1cb0db9ab3cc00505582d816656b3/Screenshot-2023-02-23-at-10.59.40-AM.jpg" data-mid="169575534" border="0" src="https://freight.cargo.site/w/1000/i/472b8c281e42d5bc6e57eed5babd6f5bbed1cb0db9ab3cc00505582d816656b3/Screenshot-2023-02-23-at-10.59.40-AM.jpg" /> <img width="1306" height="1748" width_o="1306" height_o="1748" data-src="https://freight.cargo.site/t/original/i/1ea631d1a149d1155187b07ed5a8e538f9e462a8a81ee9202dcfb5f688ed3979/Screen-Shot-2022-08-07-at-1.29.16-PM.jpg" data-mid="169575505" border="0" src="https://freight.cargo.site/w/1000/i/1ea631d1a149d1155187b07ed5a8e538f9e462a8a81ee9202dcfb5f688ed3979/Screen-Shot-2022-08-07-at-1.29.16-PM.jpg" /> <img width="1500" height="1127" width_o="1500" height_o="1127" data-src="https://freight.cargo.site/t/original/i/0ba48a682fe95efce98360c15beaeecd5e86cd873ebc2fba22d1a6173dabd8f2/Screen-Shot-2022-08-07-at-1.29.34-PM.jpg" data-mid="169575536" border="0" src="https://freight.cargo.site/w/1000/i/0ba48a682fe95efce98360c15beaeecd5e86cd873ebc2fba22d1a6173dabd8f2/Screen-Shot-2022-08-07-at-1.29.34-PM.jpg" /> <img width="1304" height="1734" width_o="1304" height_o="1734" data-src="https://freight.cargo.site/t/original/i/e981f7e494e7a9b9290e615a5c0d85852564adf76d36164f8b013b3baa311dea/Screen-Shot-2022-08-07-at-1.30.18-PM.jpg" data-mid="169575503" border="0" src="https://freight.cargo.site/w/1000/i/e981f7e494e7a9b9290e615a5c0d85852564adf76d36164f8b013b3baa311dea/Screen-Shot-2022-08-07-at-1.30.18-PM.jpg" /> <img width="1306" height="1732" width_o="1306" height_o="1732" data-src="https://freight.cargo.site/t/original/i/d6beca7abab1f0cb5d5996e9c7f8ca488f1c8ac723f268136fc54840a8a52ff2/Screen-Shot-2022-08-07-at-1.42.49-PM.png" data-mid="169462228" border="0" src="https://freight.cargo.site/w/1000/i/d6beca7abab1f0cb5d5996e9c7f8ca488f1c8ac723f268136fc54840a8a52ff2/Screen-Shot-2022-08-07-at-1.42.49-PM.png" /> <img width="3778" height="3072" width_o="3778" height_o="3072" data-src="https://freight.cargo.site/t/original/i/b63a2a3ffdd0dea6c756800ed3d0807165fa107498c272f67d7b742343d946b2/Horizon-Sprint-quotes.png" data-mid="169465153" border="0" src="https://freight.cargo.site/w/1000/i/b63a2a3ffdd0dea6c756800ed3d0807165fa107498c272f67d7b742343d946b2/Horizon-Sprint-quotes.png" /> My approach to research: I test every week with customers. Internal stakeholders, a prototype, sales team or customers. Usability Test&nbsp;detail designs right before release (A/B). Evaluative Research lo-fi ideas, wireframe, or prototype. Generative research (exploratory, foundational, discovery) the broad context of our customers. <img width="2255" height="892" width_o="2255" height_o="892" data-src="https://freight.cargo.site/t/original/i/5d6acdab5897d8a9c8a1380667099b2ce51156d5ef17b15a83e7111dd1de8cbe/research-timeline.png" data-mid="169481641" border="0" src="https://freight.cargo.site/w/1000/i/5d6acdab5897d8a9c8a1380667099b2ce51156d5ef17b15a83e7111dd1de8cbe/research-timeline.png" /> DEFINITION = 1 weekBefore hi-fidelity screens, I take existing data and visualize the problem, forcing myself to articulate the opportunity within our system constraints — in order to achieve faster outcomes. Includes: information architecture, data,&nbsp;sketches, use cases&nbsp; <img width="7096" height="4472" width_o="7096" height_o="4472" data-src="https://freight.cargo.site/t/original/i/5eb7d900e7fb567fbc6f20667f94c9e13bf8c2e12cbfc618312cd533895d89c1/IA-tim.png" data-mid="169595473" border="0" src="https://freight.cargo.site/w/1000/i/5eb7d900e7fb567fbc6f20667f94c9e13bf8c2e12cbfc618312cd533895d89c1/IA-tim.png" /> <img width="3780" height="3256" width_o="3780" height_o="3256" data-src="https://freight.cargo.site/t/original/i/9bed921146922be7c010835fa747d66289ca383a6e3dfbd9fcaf9956cf5f2800/quotes.png" data-mid="169487627" border="0" src="https://freight.cargo.site/w/1000/i/9bed921146922be7c010835fa747d66289ca383a6e3dfbd9fcaf9956cf5f2800/quotes.png" /><img width="2500" height="964" width_o="2500" height_o="964" data-src="https://freight.cargo.site/t/original/i/d9e269ea31c3162c87a08d746211622aa45267a64102987cc24cc464014f8d28/Journey-Map-drivers.gif" data-mid="169578867" border="0" src="https://freight.cargo.site/w/1000/i/d9e269ea31c3162c87a08d746211622aa45267a64102987cc24cc464014f8d28/Journey-Map-drivers.gif" /> Low-Fidelity Sketches: <img width="1800" height="720" width_o="1800" height_o="720" data-src="https://freight.cargo.site/t/original/i/511618ec3fbf23b86d650f8f34e358c93e1ed5fda5c2cba0199cd965ac14ca75/sketches-black-1.png" data-mid="169628798" border="0" src="https://freight.cargo.site/w/1000/i/511618ec3fbf23b86d650f8f34e358c93e1ed5fda5c2cba0199cd965ac14ca75/sketches-black-1.png" /> <img width="1352" height="630" width_o="1352" height_o="630" data-src="https://freight.cargo.site/t/original/i/bddb00228821329bcfc478ec96c3460afa390e0f963075299542513e52b9e2cd/PND-m.gif" data-mid="169595977" border="0" src="https://freight.cargo.site/w/1000/i/bddb00228821329bcfc478ec96c3460afa390e0f963075299542513e52b9e2cd/PND-m.gif" /> Use Case for ‘Package Not Detected’:80% — envelope sized packages are not detected if&nbsp;they are not placed on top of the sensor.18% — package legitimately will not fit in the locker.2% — sensor is damaged and needs to be replaced by a technician. DESIGN = 2 weeksWith an understanding of the need and the constraints, it was time to increase the level of visual polish — all within the Rabbit Design System and their components. Design Components: <img width="4105" height="3174" width_o="4105" height_o="3174" data-src="https://freight.cargo.site/t/original/i/0872a55ef076dbc57352d392a03cb82c3968675622ab6ac8478791816ec5b06a/big.jpg" data-mid="169492664" border="0" src="https://freight.cargo.site/w/1000/i/0872a55ef076dbc57352d392a03cb82c3968675622ab6ac8478791816ec5b06a/big.jpg" /> Hi-Fidelity exploration <img width="3680" height="3174" width_o="3680" height_o="3174" data-src="https://freight.cargo.site/t/original/i/b58203297b3ac1dbaf3023d3720352461b49952be7a61dd1a24a96c19969d697/Group-37.png" data-mid="169630859" border="0" src="https://freight.cargo.site/w/1000/i/b58203297b3ac1dbaf3023d3720352461b49952be7a61dd1a24a96c19969d697/Group-37.png" /> Driver Testing My team tested a number of prototypes with delivery personale during “Driver Tuesday” a standing session for interviews with drivers who use the app. &nbsp; Topics included:Group StopsPackage Not Detected <img width="270" height="480" width_o="270" height_o="480" data-src="https://freight.cargo.site/t/original/i/2ff3755bd64bc5f5b1dad4f68ab320c708b305f47121931d843e6fff83ce1651/IMG_1349_MOV_AdobeExpress.gif" data-mid="169604587" border="0" data-scale="66" src="https://freight.cargo.site/w/270/i/2ff3755bd64bc5f5b1dad4f68ab320c708b305f47121931d843e6fff83ce1651/IMG_1349_MOV_AdobeExpress.gif" /> <img width="3776" height="2048" width_o="3776" height_o="2048" data-src="https://freight.cargo.site/t/original/i/6df5759640a6ddfcdd531f374c47dc6c27a35eb3e7a1cc6c55441923c0b9eaa9/quotes-testing.png" data-mid="169631337" border="0" src="https://freight.cargo.site/w/1000/i/6df5759640a6ddfcdd531f374c47dc6c27a35eb3e7a1cc6c55441923c0b9eaa9/quotes-testing.png" /><img width="565" height="299" width_o="565" height_o="299" data-src="https://freight.cargo.site/t/original/i/533ef8523e714394152c91752ddb2463b69af9bc1d693b560af460ff0f01134c/Screenshot-2023-02-25-at-12.55.07-AM.png" data-mid="169630454" border="0" src="https://freight.cargo.site/w/565/i/533ef8523e714394152c91752ddb2463b69af9bc1d693b560af460ff0f01134c/Screenshot-2023-02-25-at-12.55.07-AM.png" /> DEVELOP/RELEASE/EXTEND = 2 weeks Because this was a B2B product the bar was lower than customer facing app, so we opted not to QA and just went right to product with my redlines.&nbsp; <img width="3484" height="1224" width_o="3484" height_o="1224" data-src="https://freight.cargo.site/t/original/i/fd50ec8662c115053badc8cb15653abd32f79254c30872a8336c0048aa7e8f2c/HAPPY.png" data-mid="169630892" border="0" src="https://freight.cargo.site/w/1000/i/fd50ec8662c115053badc8cb15653abd32f79254c30872a8336c0048aa7e8f2c/HAPPY.png" /><img width="4280" height="1224" width_o="4280" height_o="1224" data-src="https://freight.cargo.site/t/original/i/7e700787e83dd35f6107f37e247d5b7fc3db50bf0d95543550a637b69fdfc1e8/NOT-HAPPY.png" data-mid="169630891" border="0" src="https://freight.cargo.site/w/1000/i/7e700787e83dd35f6107f37e247d5b7fc3db50bf0d95543550a637b69fdfc1e8/NOT-HAPPY.png" /> <img width="556" height="313" width_o="556" height_o="313" data-src="https://freight.cargo.site/t/original/i/c11a3fdef40ca1d96bfa0cf8bea4e9bd6ae76500dc9036c217c9d7ca4e8fd0ba/PDNF_AdobeExpress-2.gif" data-mid="169588413" border="0" src="https://freight.cargo.site/w/556/i/c11a3fdef40ca1d96bfa0cf8bea4e9bd6ae76500dc9036c217c9d7ca4e8fd0ba/PDNF_AdobeExpress-2.gif" /> <img width="862" height="568" width_o="862" height_o="568" data-src="https://freight.cargo.site/t/original/i/e495d4aa87dcf0099f3df7ec4e05a6e2acc1a5bb0f442e93d8fd5d478ecbbb2c/Group-26-timbo.png" data-mid="169588370" border="0" src="https://freight.cargo.site/w/862/i/e495d4aa87dcf0099f3df7ec4e05a6e2acc1a5bb0f442e93d8fd5d478ecbbb2c/Group-26-timbo.png" /> Mid-term exploration In order to help the ‘Delivery Outside of Locker’, I mocked up several concepts to pass off to the fabricator who would build the new Lockers and expand our package capacity. <img width="807" height="633" width_o="807" height_o="633" data-src="https://freight.cargo.site/t/original/i/ea029318213afcf32bcc98b627508edf381b26cc56435a260bcbb74a2bdb33d2/sectional.gif" data-mid="169604350" border="0" src="https://freight.cargo.site/w/807/i/ea029318213afcf32bcc98b627508edf381b26cc56435a260bcbb74a2bdb33d2/sectional.gif" /> <img width="807" height="633" width_o="807" height_o="633" data-src="https://freight.cargo.site/t/original/i/c499a8f2b163e0c5c4e85e880a3b7a368e440e151ff5c7e102c5884939d9c6e8/slots.gif" data-mid="169604308" border="0" src="https://freight.cargo.site/w/807/i/c499a8f2b163e0c5c4e85e880a3b7a368e440e151ff5c7e102c5884939d9c6e8/slots.gif" /> <img width="1718" height="484" width_o="1718" height_o="484" data-src="https://freight.cargo.site/t/original/i/ea83890a2ea32b36e319db655ba8c47ec1110f9826d0c5486fbc2583b4ec6214/lockers-1.png" data-mid="169633107" border="0" src="https://freight.cargo.site/w/1000/i/ea83890a2ea32b36e319db655ba8c47ec1110f9826d0c5486fbc2583b4ec6214/lockers-1.png" /> Challenges Encountered You have to bring people along the journey otherwise its just waterfall strategy. I came into the project asked to build some screens without context. Work always happens faster when you bring people into your work.&nbsp; Getting access to drivers wasn’t hard, but finding routes that did Lockers was challenging. Goes to show there is always some element of hustle in finding your target customer. CFx Partners Tim White - UX DesignJoe Kraisorn - Product/BusinessArun Milton - Product/TechGarima Jhunjhunwala - Tech https://timjwhite.com/Amazon-Innovation-Sprints Fri, 30 Dec 2022 17:01:48 +0000 Tim J White https://timjwhite.com/Amazon-Innovation-Sprints Amazon: Innovation Sprints <img width="2621" height="1513" width_o="2621" height_o="1513" data-src="https://freight.cargo.site/t/original/i/7a70a1d498fc0f6a1dbfa7eccdfe41974dc4a154910ad99dbadcd422619a8e00/tim-face-6.jpg" data-mid="170203473" border="0" src="https://freight.cargo.site/w/1000/i/7a70a1d498fc0f6a1dbfa7eccdfe41974dc4a154910ad99dbadcd422619a8e00/tim-face-6.jpg" /> PROJECT OVERVIEWEach quarter, design teams within Last Mile XD pump the brakes on delivery work and explore what is coming in the next 1-3 years for the business — by looking around corners and diving-deep addressing unmet customer needs. We call these innovation sprints. How might we ... demonstrate human-centered product development to a nascent org? MY IMPACTData-driven insights and validated prototypes as inputs for 2023 OP1/OP2 planning —&nbsp;Confidential&nbsp;I produced the first design-lead PRFAQ inside of Last MileI presented outputs to Beryl Tomay (VP of Last Mile), changing the mental model that design is a strategic input not a pixel slayer. Why Innovation Sprints?Human-centered product development is all about customer obsession —&nbsp; understanding human needs from the very beginning and placing the outcomes customers want at the center of your process. There are two organizing principles across Last Mile Design: 1durable customer outcomes &amp; 2innovation horizons. This allows design to establish itself as a strategic partner and not a reactive service. WHY IS STRATEGIC PARTNER IMPORTANT?The real value of design is not at the pixel but envisioning what is coming next for customers — ultimately de-risking areas where solutions are not yet defined, which propels business growth. Most organization do not know this secret and perceive design as making things look nice and intuitive to use. To combat this perception, each quarter we conduct innovation sprints across Horizons: <img width="1115" height="338" width_o="1115" height_o="338" data-src="https://freight.cargo.site/t/original/i/26b557d78c330ce13c2b5928922bfbd84e17854ed68fa07187bb5a8970beca67/Screenshot-2023-03-01-at-1.53.57-PM.png" data-mid="170200750" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/26b557d78c330ce13c2b5928922bfbd84e17854ed68fa07187bb5a8970beca67/Screenshot-2023-03-01-at-1.53.57-PM.png" /> Horizon 1: we&nbsp;execute and deliver experiences for roadmapped projects. This feeds the development team for implementation and release. Horizon 2:&nbsp;we explore where the next right solutions might be. This feeds future roadmap or Horizon1.&nbsp; Horizon 3: we discover where the next problems we should be solving could be. This feeds 3-Year Plans and Horizon2. SO WHAT DOES IT LOOK LIKE?&nbsp; 7 teams including (62 designers and 33 business partners) over the course of a month, identified the most promising problem areas to solve for their customer. <img width="4088" height="2098" width_o="4088" height_o="2098" data-src="https://freight.cargo.site/t/original/i/f06265e1d5f32918c9d112674e2f3a2c9e3133e6498ac6274052c19de0d957b6/Horizon-Sprint-big.png" data-mid="170203026" border="0" src="https://freight.cargo.site/w/1000/i/f06265e1d5f32918c9d112674e2f3a2c9e3133e6498ac6274052c19de0d957b6/Horizon-Sprint-big.png" />EXAMPLES OF PROBLEM AREAS: <img width="861" height="841" width_o="861" height_o="841" data-src="https://freight.cargo.site/t/original/i/74cc6aad2cd5c7be4da17028aceda0aaf04e941f4363639f67d326e76ec334c6/Screenshot-2023-03-01-at-11.00.54-AM.png" data-mid="170179683" border="0" src="https://freight.cargo.site/w/861/i/74cc6aad2cd5c7be4da17028aceda0aaf04e941f4363639f67d326e76ec334c6/Screenshot-2023-03-01-at-11.00.54-AM.png" /><img width="883" height="781" width_o="883" height_o="781" data-src="https://freight.cargo.site/t/original/i/b5e8d7c4faca38127e48a795a690d0d24a8bea144a0e5eeb3f2013a4136d56ab/Screenshot-2023-03-01-at-11.19.56-AM.png" data-mid="170181700" border="0" src="https://freight.cargo.site/w/883/i/b5e8d7c4faca38127e48a795a690d0d24a8bea144a0e5eeb3f2013a4136d56ab/Screenshot-2023-03-01-at-11.19.56-AM.png" /> <img width="852" height="837" width_o="852" height_o="837" data-src="https://freight.cargo.site/t/original/i/359d2c5b7ba9d4539df6eaf1e2fccc610da260bdf45e8665e145ce2b6d87f5fd/Screenshot-2023-03-01-at-11.12.44-AM.png" data-mid="170180918" border="0" src="https://freight.cargo.site/w/852/i/359d2c5b7ba9d4539df6eaf1e2fccc610da260bdf45e8665e145ce2b6d87f5fd/Screenshot-2023-03-01-at-11.12.44-AM.png" /><img width="873" height="759" width_o="873" height_o="759" data-src="https://freight.cargo.site/t/original/i/1a885a3508e30f75037b554c8a1859f43817fb0820f333e0c6138e434d86a63e/Screenshot-2023-03-01-at-10.58.42-AM.png" data-mid="170179428" border="0" src="https://freight.cargo.site/w/873/i/1a885a3508e30f75037b554c8a1859f43817fb0820f333e0c6138e434d86a63e/Screenshot-2023-03-01-at-10.58.42-AM.png" /> <img width="846" height="781" width_o="846" height_o="781" data-src="https://freight.cargo.site/t/original/i/d4ebe34c540109628775c175f68693f943b8fff452579647dbab108eee01a5fe/Screenshot-2023-03-01-at-11.17.28-AM.png" data-mid="170181440" border="0" src="https://freight.cargo.site/w/846/i/d4ebe34c540109628775c175f68693f943b8fff452579647dbab108eee01a5fe/Screenshot-2023-03-01-at-11.17.28-AM.png" /><img width="847" height="863" width_o="847" height_o="863" data-src="https://freight.cargo.site/t/original/i/3f434dcacb0009cd56ca59197b536ff117f6b2c18b53ea009fb122f872619385/Screenshot-2023-03-01-at-11.18.21-AM.png" data-mid="170181466" border="0" src="https://freight.cargo.site/w/847/i/3f434dcacb0009cd56ca59197b536ff117f6b2c18b53ea009fb122f872619385/Screenshot-2023-03-01-at-11.18.21-AM.png" /> EXAMPLES OF HCD METHODS: <img width="2766" height="1888" width_o="2766" height_o="1888" data-src="https://freight.cargo.site/t/original/i/c1a1ffa9e6d403623f4433b75a577f93e5726e26f360c6301933927dcd5186e8/methods.png" data-mid="170307706" border="0" src="https://freight.cargo.site/w/1000/i/c1a1ffa9e6d403623f4433b75a577f93e5726e26f360c6301933927dcd5186e8/methods.png" /> The OpportunityLike any good designer I had to questions the brief. Forging Voice of the Customer, delivery data, and 3YP goals I challenged the opportunity so that our ideas could lead to stronger focus with bar raising outputs. <img width="1037" height="857" width_o="1037" height_o="857" data-src="https://freight.cargo.site/t/original/i/3a8bdab61984539a7f09f28d1a65a8cbde31b17761a4cc9b1d585c4ef56e9ed5/Screenshot-2023-03-02-at-3.24.27-PM.png" data-mid="170344975" border="0" src="https://freight.cargo.site/w/1000/i/3a8bdab61984539a7f09f28d1a65a8cbde31b17761a4cc9b1d585c4ef56e9ed5/Screenshot-2023-03-02-at-3.24.27-PM.png" /> We believe that ... qualitative data can help us better understand “the why” behind “the what” of the competitive benchmarking stating poor driver experience at Apartment Lockers.&nbsp; Success Measures 100% participation from Product Management (min 1 hr)x% ideas in OP1 (quick wins)x% ideas for Rabbit 2.0 release What I Did DISCOVERY ︎ DEFINITION ︎ DESIGN ︎ PRESENT/INTEGRATE&nbsp; DISCOVERY Sprint Agenda:&nbsp; Sprints core value is to quickly understand needs, explore a wide-range of ideas and test ideas with stakeholders and end-customers.&nbsp; <img width="4022" height="2018" width_o="4022" height_o="2018" data-src="https://freight.cargo.site/t/original/i/50cbfc7b1806f2bb65b6461e447b7eb5e45a06ac005bc625289bf32c520ee44c/Horizon-Sprint-5.jpg" data-mid="170318074" border="0" src="https://freight.cargo.site/w/1000/i/50cbfc7b1806f2bb65b6461e447b7eb5e45a06ac005bc625289bf32c520ee44c/Horizon-Sprint-5.jpg" /> Our team’s focus for the sprint:&nbsp; We narrowed in on the problem and customers with the highest impact and had the easiest access. <img width="1416" height="598" width_o="1416" height_o="598" data-src="https://freight.cargo.site/t/original/i/f2ce62f5e77d3ff13b4778a0783db7d47328f592d1d2e660e25a6200ad655a7b/Screenshot-2023-03-02-at-11.40.26-AM.png" data-mid="170320774" border="0" src="https://freight.cargo.site/w/1000/i/f2ce62f5e77d3ff13b4778a0783db7d47328f592d1d2e660e25a6200ad655a7b/Screenshot-2023-03-02-at-11.40.26-AM.png" /> <img width="2338" height="2066" width_o="2338" height_o="2066" data-src="https://freight.cargo.site/t/original/i/698656900a99eec5767da0a69ca7ebf72630d5a2e79c99ada87f7423e68fefa2/Horizon-Sprint-questions.jpg" data-mid="170318354" border="0" src="https://freight.cargo.site/w/1000/i/698656900a99eec5767da0a69ca7ebf72630d5a2e79c99ada87f7423e68fefa2/Horizon-Sprint-questions.jpg" /> Field Research: This brought our hypothesis to life, squashed some of our assumptions, and gave us fuel to generate ideas. <img width="907" height="585" width_o="907" height_o="585" data-src="https://freight.cargo.site/t/original/i/f9264695aa98b1e097ebf12d3537c5fc841d15de1fc2587b2c855a8fd52f7d10/Screenshot-2023-03-02-at-11.30.47-AM.png" data-mid="170319034" border="0" src="https://freight.cargo.site/w/907/i/f9264695aa98b1e097ebf12d3537c5fc841d15de1fc2587b2c855a8fd52f7d10/Screenshot-2023-03-02-at-11.30.47-AM.png" /> <img width="502" height="671" width_o="502" height_o="671" data-src="https://freight.cargo.site/t/original/i/906dc4c7c00c3103d6f7ffa33f3196e8b454aa82a3447dd0c0a564d8de27da02/Screenshot-2023-03-02-at-11.41.54-AM.png" data-mid="170321395" border="0" src="https://freight.cargo.site/w/502/i/906dc4c7c00c3103d6f7ffa33f3196e8b454aa82a3447dd0c0a564d8de27da02/Screenshot-2023-03-02-at-11.41.54-AM.png" /> <img width="564" height="756" width_o="564" height_o="756" data-src="https://freight.cargo.site/t/original/i/46139ca65c532a546d3c656218e117db14269f93889b45726f4a49218ffb9214/Screenshot-2023-03-02-at-11.42.51-AM.png" data-mid="170321387" border="0" src="https://freight.cargo.site/w/564/i/46139ca65c532a546d3c656218e117db14269f93889b45726f4a49218ffb9214/Screenshot-2023-03-02-at-11.42.51-AM.png" /> <img width="363" height="485" width_o="363" height_o="485" data-src="https://freight.cargo.site/t/original/i/aa7267e9e12266cadf2bcc36c025245d7f5f05b57f67179e42fb4e83846d7064/Screenshot-2023-03-02-at-11.42.32-AM.png" data-mid="170321389" border="0" src="https://freight.cargo.site/w/363/i/aa7267e9e12266cadf2bcc36c025245d7f5f05b57f67179e42fb4e83846d7064/Screenshot-2023-03-02-at-11.42.32-AM.png" /> <img width="500" height="673" width_o="500" height_o="673" data-src="https://freight.cargo.site/t/original/i/2d388bb5a75bdc17e0fbbebb5ef526489ccfad0a6b36740891d05af5f9557f59/Screenshot-2023-03-02-at-11.42.13-AM.png" data-mid="170321391" border="0" src="https://freight.cargo.site/w/500/i/2d388bb5a75bdc17e0fbbebb5ef526489ccfad0a6b36740891d05af5f9557f59/Screenshot-2023-03-02-at-11.42.13-AM.png" /> <img width="566" height="758" width_o="566" height_o="758" data-src="https://freight.cargo.site/t/original/i/8d6c9ce19214a30343f469d64bde80c4dd0a77f1c8291e68002f227359a86f13/Screenshot-2023-03-02-at-11.42.55-AM.png" data-mid="170321386" border="0" src="https://freight.cargo.site/w/566/i/8d6c9ce19214a30343f469d64bde80c4dd0a77f1c8291e68002f227359a86f13/Screenshot-2023-03-02-at-11.42.55-AM.png" /> <img width="505" height="676" width_o="505" height_o="676" data-src="https://freight.cargo.site/t/original/i/d9835f5fe581711dfce32e54e8efefa1abb50418a0c72bdf649455fe9a54b860/Screenshot-2023-03-02-at-11.42.05-AM.png" data-mid="170321393" border="0" src="https://freight.cargo.site/w/505/i/d9835f5fe581711dfce32e54e8efefa1abb50418a0c72bdf649455fe9a54b860/Screenshot-2023-03-02-at-11.42.05-AM.png" /> <img width="502" height="672" width_o="502" height_o="672" data-src="https://freight.cargo.site/t/original/i/148b691b550452292ea259513bda245f4bfb4b9c3e963b71fa652285222dfbd8/Screenshot-2023-03-02-at-11.41.49-AM.png" data-mid="170321397" border="0" src="https://freight.cargo.site/w/502/i/148b691b550452292ea259513bda245f4bfb4b9c3e963b71fa652285222dfbd8/Screenshot-2023-03-02-at-11.41.49-AM.png" /> <img width="502" height="676" width_o="502" height_o="676" data-src="https://freight.cargo.site/t/original/i/1ef61c24e49662f75249ce66b25148c10125eb8d9025aa059e9ff40a98af4d91/Screenshot-2023-03-02-at-11.41.38-AM.png" data-mid="170321399" border="0" src="https://freight.cargo.site/w/502/i/1ef61c24e49662f75249ce66b25148c10125eb8d9025aa059e9ff40a98af4d91/Screenshot-2023-03-02-at-11.41.38-AM.png" /> <img width="228" height="162" width_o="228" height_o="162" data-src="https://freight.cargo.site/t/original/i/98064842d977d727fdf808cee238c193b367e6eff8ddafda387fad0f08b81093/Screenshot-2023-03-02-at-11.49.25-AM.png" data-mid="170321682" border="0" src="https://freight.cargo.site/w/228/i/98064842d977d727fdf808cee238c193b367e6eff8ddafda387fad0f08b81093/Screenshot-2023-03-02-at-11.49.25-AM.png" /> Research Debrief: After our ridealongs with customers we debriefed our learnings across a journey map. <img width="1289" height="877" width_o="1289" height_o="877" data-src="https://freight.cargo.site/t/original/i/b730d4c242c751b6b0f0e4cde97b0621103339a569b414b8d71f45799078fb92/Screenshot-2023-03-02-at-11.09.30-AM.png" data-mid="170316363" border="0" src="https://freight.cargo.site/w/1000/i/b730d4c242c751b6b0f0e4cde97b0621103339a569b414b8d71f45799078fb92/Screenshot-2023-03-02-at-11.09.30-AM.png" /> DEFINE We then identified a dozen opportunities and met with business partners to validate their viability. <img width="1061" height="691" width_o="1061" height_o="691" data-src="https://freight.cargo.site/t/original/i/b0a9bc971e2bff05e736ac0981ca13f03c639a5ed744be4738a769294b3e9888/Screenshot-2023-03-02-at-12.11.57-PM.png" data-mid="170323618" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/b0a9bc971e2bff05e736ac0981ca13f03c639a5ed744be4738a769294b3e9888/Screenshot-2023-03-02-at-12.11.57-PM.png" /><img width="1574" height="688" width_o="1574" height_o="688" data-src="https://freight.cargo.site/t/original/i/572efd5083b5f36d7c64ee498821cce6aba986eb0c60ba459318274a290fba46/Screenshot-2023-03-02-at-12.05.00-PM.png" data-mid="170323090" border="0" src="https://freight.cargo.site/w/1000/i/572efd5083b5f36d7c64ee498821cce6aba986eb0c60ba459318274a290fba46/Screenshot-2023-03-02-at-12.05.00-PM.png" /> DESIGNOur team explored 100’s of ideas based on the opporunities we aligned with our business partners using a number of HCD methods. Opportunity 1: Real-Time Locker CapacityOpportunity 2: Scale Tribal KnowledgeOpportunity 3: Ring for Apartments <img width="782" height="533" width_o="782" height_o="533" data-src="https://freight.cargo.site/t/original/i/d79c76b1638217dd28529b7cb8e433d019b2028ba6e3b2150cd133bf95042fa3/Screenshot-2023-03-02-at-1.16.28-PM.png" data-mid="170348399" border="0" src="https://freight.cargo.site/w/782/i/d79c76b1638217dd28529b7cb8e433d019b2028ba6e3b2150cd133bf95042fa3/Screenshot-2023-03-02-at-1.16.28-PM.png" /> <img width="628" height="523" width_o="628" height_o="523" data-src="https://freight.cargo.site/t/original/i/3e1f0c946f2f34bceaf1a265d4664dad8d8894f811873a1bf1a52255f1ee8028/Screenshot-2023-03-02-at-1.06.42-PM.png" data-mid="170329519" border="0" src="https://freight.cargo.site/w/628/i/3e1f0c946f2f34bceaf1a265d4664dad8d8894f811873a1bf1a52255f1ee8028/Screenshot-2023-03-02-at-1.06.42-PM.png" /> <img width="748" height="516" width_o="748" height_o="516" data-src="https://freight.cargo.site/t/original/i/1eed1658650e1e76b7b15bd97407914c98dd000f8678129e8508a812bd6790b7/Screenshot-2023-03-02-at-1.07.06-PM.png" data-mid="170329512" border="0" src="https://freight.cargo.site/w/748/i/1eed1658650e1e76b7b15bd97407914c98dd000f8678129e8508a812bd6790b7/Screenshot-2023-03-02-at-1.07.06-PM.png" /> <img width="770" height="515" width_o="770" height_o="515" data-src="https://freight.cargo.site/t/original/i/8ee39aaec69cabe44294dc7821ba2ca808ddc9de237f65f762f99853f164523d/Screenshot-2023-03-02-at-1.06.57-PM.png" data-mid="170329516" border="0" src="https://freight.cargo.site/w/770/i/8ee39aaec69cabe44294dc7821ba2ca808ddc9de237f65f762f99853f164523d/Screenshot-2023-03-02-at-1.06.57-PM.png" /> <img width="747" height="514" width_o="747" height_o="514" data-src="https://freight.cargo.site/t/original/i/28bd077b719aea02bf5905f1ea3608bb8cde1e473edc09f577881947736b4796/Screenshot-2023-03-02-at-1.07.14-PM.png" data-mid="170329511" border="0" src="https://freight.cargo.site/w/747/i/28bd077b719aea02bf5905f1ea3608bb8cde1e473edc09f577881947736b4796/Screenshot-2023-03-02-at-1.07.14-PM.png" /> <img width="752" height="515" width_o="752" height_o="515" data-src="https://freight.cargo.site/t/original/i/cfd701b503bf9d4bbcca281069c8891175113e8fe289a883ad5c6f1fdca692d6/Screenshot-2023-03-02-at-1.10.00-PM.png" data-mid="170329767" border="0" src="https://freight.cargo.site/w/752/i/cfd701b503bf9d4bbcca281069c8891175113e8fe289a883ad5c6f1fdca692d6/Screenshot-2023-03-02-at-1.10.00-PM.png" /> <img width="816" height="518" width_o="816" height_o="518" data-src="https://freight.cargo.site/t/original/i/44518c5898d2a140b35ed5a6600edf23e2742f4d78fce729e7d98a9fcf75c039/Screenshot-2023-03-02-at-1.06.50-PM.png" data-mid="170329517" border="0" src="https://freight.cargo.site/w/816/i/44518c5898d2a140b35ed5a6600edf23e2742f4d78fce729e7d98a9fcf75c039/Screenshot-2023-03-02-at-1.06.50-PM.png" /> <img width="729" height="522" width_o="729" height_o="522" data-src="https://freight.cargo.site/t/original/i/7361f462602a681a7e702835ce56f7a06e7ed31e3885c45e692f6b9976941672/Screenshot-2023-03-02-at-1.06.46-PM.png" data-mid="170329518" border="0" src="https://freight.cargo.site/w/729/i/7361f462602a681a7e702835ce56f7a06e7ed31e3885c45e692f6b9976941672/Screenshot-2023-03-02-at-1.06.46-PM.png" /> <img width="764" height="516" width_o="764" height_o="516" data-src="https://freight.cargo.site/t/original/i/d8cdab09891905d69501a5b63191a5c89dc72d3612bac4edff97b1adb75aea2b/Screenshot-2023-03-02-at-3.19.41-PM.png" data-mid="170344628" border="0" src="https://freight.cargo.site/w/764/i/d8cdab09891905d69501a5b63191a5c89dc72d3612bac4edff97b1adb75aea2b/Screenshot-2023-03-02-at-3.19.41-PM.png" /> <img width="863" height="748" width_o="863" height_o="748" data-src="https://freight.cargo.site/t/original/i/99fde3bc24e21644b0070401334f919745b00966f359819a25193a48b9ed9097/Screenshot-2023-03-02-at-12.44.19-PM.png" data-mid="170350441" border="0" src="https://freight.cargo.site/w/863/i/99fde3bc24e21644b0070401334f919745b00966f359819a25193a48b9ed9097/Screenshot-2023-03-02-at-12.44.19-PM.png" /> PRESENT/INTEGRATE The real impact is in changing the way our business partners think about design. Below you’ll see dozens of presentation boards presented to our Vice President of Last Mile.<img width="2621" height="1513" width_o="2621" height_o="1513" data-src="https://freight.cargo.site/t/original/i/7a70a1d498fc0f6a1dbfa7eccdfe41974dc4a154910ad99dbadcd422619a8e00/tim-face-6.jpg" data-mid="170203473" border="0" src="https://freight.cargo.site/w/1000/i/7a70a1d498fc0f6a1dbfa7eccdfe41974dc4a154910ad99dbadcd422619a8e00/tim-face-6.jpg" /><img width="2438" height="1826" width_o="2438" height_o="1826" data-src="https://freight.cargo.site/t/original/i/56de9b6983ad4227c7fe4a5bceee4a5ee7ea64dbafc8613568f1fa776379871d/Screenshot-2023-03-02-at-1.35.47-PM.png" data-mid="170332238" border="0" src="https://freight.cargo.site/w/1000/i/56de9b6983ad4227c7fe4a5bceee4a5ee7ea64dbafc8613568f1fa776379871d/Screenshot-2023-03-02-at-1.35.47-PM.png" /><img width="956" height="478" width_o="956" height_o="478" data-src="https://freight.cargo.site/t/original/i/d42f3ead094ad9b2f752295ec957db969cdf1ac4cfaf806225d261c5990a54e8/Screenshot-2023-03-02-at-4.06.35-PM.png" data-mid="170349646" border="0" src="https://freight.cargo.site/w/956/i/d42f3ead094ad9b2f752295ec957db969cdf1ac4cfaf806225d261c5990a54e8/Screenshot-2023-03-02-at-4.06.35-PM.png" /> Final Output:<img width="5176" height="4024" width_o="5176" height_o="4024" data-src="https://freight.cargo.site/t/original/i/bcdeb075caa9b6ca56fa270a28dae3dc9e779aa70d236b09d731f07ebc7904ee/Big-poster.jpeg" data-mid="170330480" border="0" src="https://freight.cargo.site/w/1000/i/bcdeb075caa9b6ca56fa270a28dae3dc9e779aa70d236b09d731f07ebc7904ee/Big-poster.jpeg" /> Ring for Apartments &nbsp; <img width="4241" height="2648" width_o="4241" height_o="2648" data-src="https://freight.cargo.site/t/original/i/13b6f8099f7f5232072b6638b2ddaf6b415eeb5f3e51a62e955beea11951458b/Horizon-Sprint-00.png" data-mid="170333730" border="0" src="https://freight.cargo.site/w/1000/i/13b6f8099f7f5232072b6638b2ddaf6b415eeb5f3e51a62e955beea11951458b/Horizon-Sprint-00.png" /><img width="4298" height="2648" width_o="4298" height_o="2648" data-src="https://freight.cargo.site/t/original/i/56021554de85001768dd6d6c63b64787d58fc58a9f1625ed6d4dec11465db5d9/Horizon-Sprint000.png" data-mid="170333729" border="0" src="https://freight.cargo.site/w/1000/i/56021554de85001768dd6d6c63b64787d58fc58a9f1625ed6d4dec11465db5d9/Horizon-Sprint000.png" /> <img width="1468" height="2074" width_o="1468" height_o="2074" data-src="https://freight.cargo.site/t/original/i/7c178b937206f8e86ee83d7d37b0f96476f1c78cae8ffebed961d95ce04fd910/prfaq-5.jpg" data-mid="170333616" border="0" src="https://freight.cargo.site/w/1000/i/7c178b937206f8e86ee83d7d37b0f96476f1c78cae8ffebed961d95ce04fd910/prfaq-5.jpg" /> Challenges Encountered Hybrid of In-Person &amp; Virtual Sprint Attendance&nbsp; We had 5 teammates in-person and 1 virtual so making sure that collaboration scaled across mulitple formats was key. Knowing How to Carry the PRFAQ Forward Since I wasn’t the “owner” of the Ring product, it was difficult to know how to best carry the PRFAQ forward. Ultimately, what was most successful was asking people “who should I speak with”? Which landed me with the Product Manager of an analagous product who was able to leverage our insights.&nbsp; Being New to Amazon But Leading a Strategic Project I didn’t have all the context for the problem space, nor did I know how Amazon “worked”, it was challenging to lead by example. But what I discovered was that knowing something at 50% produced better results than doing nothing at all.&nbsp; https://timjwhite.com/Amazon-Pickup-Return-Service-Design Thu, 05 Jan 2023 16:04:42 +0000 Tim J White https://timjwhite.com/Amazon-Pickup-Return-Service-Design Amazon Pickup &amp; Return: Service Design <img width="848" height="451" width_o="848" height_o="451" data-src="https://freight.cargo.site/t/original/i/22b2b238cf4a439fd22d402bef904c9bd15f6c9ff93b2071fd6918cfa2d7827d/picto-locker.png" data-mid="171646507" border="0" src="https://freight.cargo.site/w/848/i/22b2b238cf4a439fd22d402bef904c9bd15f6c9ff93b2071fd6918cfa2d7827d/picto-locker.png" /><img width="848" height="451" width_o="848" height_o="451" data-src="https://freight.cargo.site/t/original/i/512fb37d8519fcb25a82d52b30211a578d3a057b37c1e9ab37e6a1797508fe19/picto-counter.png" data-mid="171646419" border="0" src="https://freight.cargo.site/w/848/i/512fb37d8519fcb25a82d52b30211a578d3a057b37c1e9ab37e6a1797508fe19/picto-counter.png" /> <img width="4110" height="1916" width_o="4110" height_o="1916" data-src="https://freight.cargo.site/t/original/i/dd11d776427b42acd3a3c32841ae89245015d2e5219cb8d6d62f8568f399d31a/Hub-Retail-Customer-Pickup---Service-Blueprint.jpg" data-mid="171657681" border="0" src="https://freight.cargo.site/w/1000/i/dd11d776427b42acd3a3c32841ae89245015d2e5219cb8d6d62f8568f399d31a/Hub-Retail-Customer-Pickup---Service-Blueprint.jpg" />THE CHALLENGEAmazon Pickup despite a highly rated NPS score, 60% of customers use the experience once — never to use it again. Why? How might we ... improve adoption and frequency of Amazon Hub based on the customers? THE IMPACTResults non-conclusive due to 2023 Amazon layoffs, below is the team’s thinking and rationale Why did Amazon Hub need Service Design?Launched in 2011, Amazon Locker &amp; Counters are a convenient and secure alternative to home delivery. At their core, it is a service design problem: creating innovative solutions on behalf of the customer by uniting a complex array of front and back-end services including: hardware, software, physical, digital experiences and processes.&nbsp; Now in 2023, the network had grown to 295k locations moving 267M package in 20 marketplaces — built on driving package throughput, but not getting return customers. The Challenges Near-term [focus]: set the customer strategy to drive repeat customers and deepen adoption, including: define the relationship between Hub value proposition and it’s global customersunderstand the gaps in our product &amp; service offeringvalidate existing business model in the context of geographically diverse customer needs Far-term: structure product team organizationally based on Durable Customer Outcomes (JTBD). This ensures teams are grounded in the truth of users’ experience, needs and goals, regardless of business priorities, technology and product releases. We believe that in the near-term ... qualitative data documenting firsthand knowledge of customer routines, nuanced needs and desires of our global customers will reveal why NPS scores can be high with unacceptable attrition rates. Team’s ProcessALIGNMENT ︎ DISCOVERY &nbsp; ALIGNMENT = 8 weeksIdentify internal stakeholders, customer archetypes and Jobs to Be Done draft. <img width="939" height="999" width_o="939" height_o="999" data-src="https://freight.cargo.site/t/original/i/7320eba4e617849eb42cafb091d45799446781f8f6285b200d6b45738f4e38bf/Screenshot-2023-03-14-at-2.20-1.png" data-mid="171650531" border="0" data-scale="100" src="https://freight.cargo.site/w/939/i/7320eba4e617849eb42cafb091d45799446781f8f6285b200d6b45738f4e38bf/Screenshot-2023-03-14-at-2.20-1.png" /><img width="1530" height="988" width_o="1530" height_o="988" data-src="https://freight.cargo.site/t/original/i/de2f052f37405144e9bb5678af681a64b95752a3709882299d46fae761752a5c/tScreenshot-2023-03-14-at-2.23-1.png" data-mid="171651278" border="0" src="https://freight.cargo.site/w/1000/i/de2f052f37405144e9bb5678af681a64b95752a3709882299d46fae761752a5c/tScreenshot-2023-03-14-at-2.23-1.png" /><img width="1536" height="992" width_o="1536" height_o="992" data-src="https://freight.cargo.site/t/original/i/17c228d3ae696a3e502ff0af08f960e9c07043f8d6684e16f76a48db805892fa/Screenshot-2023-03-14-at-2.21.png" data-mid="171650529" border="0" src="https://freight.cargo.site/w/1000/i/17c228d3ae696a3e502ff0af08f960e9c07043f8d6684e16f76a48db805892fa/Screenshot-2023-03-14-at-2.21.png" /> Define the Archetypes / Service Blueprint first draft. <img width="1328" height="666" width_o="1328" height_o="666" data-src="https://freight.cargo.site/t/original/i/744d247c311c6ea9acdaf8d6a989a714cc17c63f76307c777bfd5c9aef725ea2/Screenshot-2023-03-20-at-12.06.45-PM.png" data-mid="172412461" border="0" src="https://freight.cargo.site/w/1000/i/744d247c311c6ea9acdaf8d6a989a714cc17c63f76307c777bfd5c9aef725ea2/Screenshot-2023-03-20-at-12.06.45-PM.png" /><img width="4110" height="1916" width_o="4110" height_o="1916" data-src="https://freight.cargo.site/t/original/i/dd11d776427b42acd3a3c32841ae89245015d2e5219cb8d6d62f8568f399d31a/Hub-Retail-Customer-Pickup---Service-Blueprint.jpg" data-mid="171657681" border="0" src="https://freight.cargo.site/w/1000/i/dd11d776427b42acd3a3c32841ae89245015d2e5219cb8d6d62f8568f399d31a/Hub-Retail-Customer-Pickup---Service-Blueprint.jpg" />Retail Customer Pickup <img width="4110" height="2376" width_o="4110" height_o="2376" data-src="https://freight.cargo.site/t/original/i/f6fc648bda30d80274953e0deed49d02e44091b917647f7d34ad1ccea58cc0d2/Hub-Partner-Pickup---Service-Blueprint.jpg" data-mid="171657410" border="0" src="https://freight.cargo.site/w/1000/i/f6fc648bda30d80274953e0deed49d02e44091b917647f7d34ad1ccea58cc0d2/Hub-Partner-Pickup---Service-Blueprint.jpg" />Hub Partner Pickup <img width="4110" height="4108" width_o="4110" height_o="4108" data-src="https://freight.cargo.site/t/original/i/fd0e296635e21f2cf9a17e5718036a28cc99f2df5cc4573c2f434c3276d42564/Hub-Retail-Customer-Return---Service-Blueprint.jpg" data-mid="171657333" border="0" src="https://freight.cargo.site/w/1000/i/fd0e296635e21f2cf9a17e5718036a28cc99f2df5cc4573c2f434c3276d42564/Hub-Retail-Customer-Return---Service-Blueprint.jpg" />Hub Partner Returns Feedback from internal stakeholders. <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/0941ceac9e6ecf611e8110e3da9e2eabc6c1182830a23df71ab3962feb928e20/IMG_0148.jpeg" data-mid="171649516" border="0" src="https://freight.cargo.site/w/1000/i/0941ceac9e6ecf611e8110e3da9e2eabc6c1182830a23df71ab3962feb928e20/IMG_0148.jpeg" /><img width="1396" height="924" width_o="1396" height_o="924" data-src="https://freight.cargo.site/t/original/i/91748f298028944ae974e64d53610f4226743f4e6697871c76ef2728f8996085/Screen-Shot-2023-02-06-at-12.07.45-PM.png" data-mid="172727966" border="0" src="https://freight.cargo.site/w/1000/i/91748f298028944ae974e64d53610f4226743f4e6697871c76ef2728f8996085/Screen-Shot-2023-02-06-at-12.07.45-PM.png" />Peter Lead Service Designer on the project. <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/4054ec5ca2134d94e4d9e231acf997605e83faca9ffabe81fbd5205ffa98cc58/Unknown-tim.jpg" data-mid="171649561" border="0" src="https://freight.cargo.site/w/1000/i/4054ec5ca2134d94e4d9e231acf997605e83faca9ffabe81fbd5205ffa98cc58/Unknown-tim.jpg" /><img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/c16e62599fa2315c563437b556c9471ff391ec9080828bb5705fd565d2d100f4/IMG_2538-1.jpeg" data-mid="171649518" border="0" src="https://freight.cargo.site/w/1000/i/c16e62599fa2315c563437b556c9471ff391ec9080828bb5705fd565d2d100f4/IMG_2538-1.jpeg" /><img width="3024" height="4032" width_o="3024" height_o="4032" data-src="https://freight.cargo.site/t/original/i/a5747490ce313b32a2f5480abd8eae88931aabec9c5ef24d99f1d45e37ace6d8/IMG_2539.jpeg" data-mid="171652602" border="0" src="https://freight.cargo.site/w/1000/i/a5747490ce313b32a2f5480abd8eae88931aabec9c5ef24d99f1d45e37ace6d8/IMG_2539.jpeg" /> DEFINITION = 1 week Research proposal to validating the reality of the Pickup Customer&nbsp; Background of research:Validate and expand our customer journey &amp; archetypes globally, redefine Pickup success measures, increase instituional knowledge of the customer context and combine existing survey data with deep qualitative behavioral data to inform strategic investments by briding customer ROI with throughput metrics.&nbsp; How we will execute: Partner with region specific research agencies, guiding their methodologies and partnering on field research Primary goals: Audit existing benchmarking studies and market research identfying current patterns and gaps.Define Hub value prop and validate customer perspective. (evaluating how pickup might be woven into lifestyles outdside of deliveryIdentify “moments that matter” and key actions customers take in the journey to inform future value propIdentify key customer behavior that indicates customer success and drives demand (ex: identify Customer Experience Outcome to roll-up to Jobs-to-Be-Done)Review current business model with customer needs, define the ecosystem that delivers the value prop with key leverage points to impact customer satisfaction and adoption rates. Includes new opportunities to impact existing business model. Secondary goals: Identify value creation focus and the human needs that exist to tweak our strategy.Map operating model.Determine pickup and return nuances and complexities globally.Design principles. Research Success Criteria: Impact product roadmap through re-prioritization and adoption of new design strategiesDecrease atrrition rate by 5% by end of 2024Increase Amazon Fulfillment Network to Hub than Home by 2%&nbsp;by end of 2024Increase regular use metric across countries by 5%&nbsp;by end of 2024 Planned Deliverables: Create Customer Archetypes and InsightsCustomer Experience Outcomes frameworkEcosystem MapsAnaltyic Dashboard in Qualtrics Location (leveage in-country connections)Prioritized areas of business expansion: US 23,373 — 17.5% YOY growth +3,473 locations (+2409 lockers, +1064 counters)Australia 1,072 — (+103 YOY lockers, -16 YOY counters, +200 YOY Locker+)Japan 4,717 — 35.5% YOY growth +(+1680 lockers, +0 counters) Prioritized areas by marketing data: Regular UseSpain - 52%Italy - 48%Mexico -&nbsp; 42%France -&nbsp; 37%UK - 30%Australia - 26%US - 22%Germany - 20%Canada - 19%Japan - 17% Awareness Campaigns Increase Regular UseJapanUKUS AustraliaCanadaGermanyProposed Timeline2023Primary markets with highest adoption rates:Spain - 52%Italy - 48%Mexico -&nbsp; 42% Primary markets with lowest adoption rates:10. Japan - 17%9. Canada - 19%8. Germany - 20% Markets identified by business development for expansion:JapanUS2024Follow-up on markets from previous yearSecondary markets &amp; expansion 2025Remaining markets Research methods:1:1 interviews with customers — build a deep understanding of customers past experiences, needs and expectations when it comes to pickup and delivery services through conversational interaction.Ethnographic field-focus research — observe how people behave and interact with pickup and return services. Identify behavioral patterns that customers weren’t able to articulate and might be counter to what they say they do.Dive deep on cultural, socio-economic factors — use secondary and primary research to identify tacit and cultural influences on customer mental models to better align strategy to adoption.Co-Design sessions — use focus groups to extract additional contextual information that helps us understand cultural perception of the services. Survey (Kano) — create comparative datasets between geographies to understand how customers rank various features and value adds of Hub products and services. Target Customer:Hub customers you used once and never againHub customers who use infrequentlyNon-Hub customers (never used a pickup service)Potential Hub customersBring life to our archetypesQuant and Qual from the following panels (prime vs non-prime, existing vs new to Hub, Counter &amp; Locker, Multi-Family complexes) Budget: 500k (±150) Jobs to Be Done: Align our product team to the JTBD framework. <img width="1083" height="625" width_o="1083" height_o="625" data-src="https://freight.cargo.site/t/original/i/28f1597cc37078bee8f9b0eaa91490053d4414ab5d461318b5b2d4ed9da28415/JTBD-2.png" data-mid="172413318" border="0" src="https://freight.cargo.site/w/1000/i/28f1597cc37078bee8f9b0eaa91490053d4414ab5d461318b5b2d4ed9da28415/JTBD-2.png" /> <img width="13450" height="6899" width_o="13450" height_o="6899" data-src="https://freight.cargo.site/t/original/i/dd98f5b06859f86e6260f0a3bacf834bda1e1d9cf720d9660bfdf547b371fadf/QuartlerlyC.png" data-mid="173839408" border="0" src="https://freight.cargo.site/w/1000/i/dd98f5b06859f86e6260f0a3bacf834bda1e1d9cf720d9660bfdf547b371fadf/QuartlerlyC.png" /> <img width="904" height="656" width_o="904" height_o="656" data-src="https://freight.cargo.site/t/original/i/9efce20dc14b6677b41e066bf987e0003ba288d892c4698f728d891b7a5ee3d0/Screenshot-2023-03-22-at-3.42.56-PM.png" data-mid="172729056" border="0" src="https://freight.cargo.site/w/904/i/9efce20dc14b6677b41e066bf987e0003ba288d892c4698f728d891b7a5ee3d0/Screenshot-2023-03-22-at-3.42.56-PM.png" /> <img width="695" height="407" width_o="695" height_o="407" data-src="https://freight.cargo.site/t/original/i/43e4b7cd40d23d552694e7e900bcf8ec01a756883a0d3003c4eb72b7e72e0211/Screenshot-2023-03-22-at-3.42.49-PM.png" data-mid="172729057" border="0" src="https://freight.cargo.site/w/695/i/43e4b7cd40d23d552694e7e900bcf8ec01a756883a0d3003c4eb72b7e72e0211/Screenshot-2023-03-22-at-3.42.49-PM.png" /> <img width="694" height="404" width_o="694" height_o="404" data-src="https://freight.cargo.site/t/original/i/ba533f65847433e0dd32c79806b65ef7d29672f1ae5f724d85cf9f48f90951f7/Screenshot-2023-03-22-at-3.42.45-PM.png" data-mid="172729058" border="0" src="https://freight.cargo.site/w/694/i/ba533f65847433e0dd32c79806b65ef7d29672f1ae5f724d85cf9f48f90951f7/Screenshot-2023-03-22-at-3.42.45-PM.png" /> <img width="1050" height="383" width_o="1050" height_o="383" data-src="https://freight.cargo.site/t/original/i/f42eddc6d75ea892cdd258215bbd7bd08faa9cadd90d45e3ca711fe1209b0b0d/Screenshot-2023-03-22-at-3.42.40-PM.png" data-mid="172729059" border="0" src="https://freight.cargo.site/w/1000/i/f42eddc6d75ea892cdd258215bbd7bd08faa9cadd90d45e3ca711fe1209b0b0d/Screenshot-2023-03-22-at-3.42.40-PM.png" /> <img width="1038" height="413" width_o="1038" height_o="413" data-src="https://freight.cargo.site/t/original/i/477a09da40c4b11059318a446c526184100a01051c21af96f1866e9d6fcfc370/Screenshot-2023-03-22-at-3.42.36-PM.png" data-mid="172729060" border="0" src="https://freight.cargo.site/w/1000/i/477a09da40c4b11059318a446c526184100a01051c21af96f1866e9d6fcfc370/Screenshot-2023-03-22-at-3.42.36-PM.png" /> Quarterly Planning:Aligning on most important work to deliver and our approach to do so. <img width="8008" height="8970" width_o="8008" height_o="8970" data-src="https://freight.cargo.site/t/original/i/8c5f59a7ddc832e791041edcca8d5d720e15361b3563a8b6f200940c57503ce8/Quartlerly-prioiritries.png" data-mid="172729530" border="0" src="https://freight.cargo.site/w/1000/i/8c5f59a7ddc832e791041edcca8d5d720e15361b3563a8b6f200940c57503ce8/Quartlerly-prioiritries.png" /> <img width="5128" height="6492" width_o="5128" height_o="6492" data-src="https://freight.cargo.site/t/original/i/9fb100c03222657ac76f3511c30e2f1d4373fb9c8665790d54fc343f3c3b7174/Quartlerly-11.png" data-mid="172727510" border="0" src="https://freight.cargo.site/w/1000/i/9fb100c03222657ac76f3511c30e2f1d4373fb9c8665790d54fc343f3c3b7174/Quartlerly-11.png" /> <img width="1870" height="878" width_o="1870" height_o="878" data-src="https://freight.cargo.site/t/original/i/f37504e9757231877dc216236746d4ad7fc8fbaf6e59507460b02590ffc2b9a3/Screenshot-2023-03-22-at-3.27.04-PM.png" data-mid="172727803" border="0" src="https://freight.cargo.site/w/1000/i/f37504e9757231877dc216236746d4ad7fc8fbaf6e59507460b02590ffc2b9a3/Screenshot-2023-03-22-at-3.27.04-PM.png" /> <img width="1860" height="880" width_o="1860" height_o="880" data-src="https://freight.cargo.site/t/original/i/2f7576d1d47fc3ec759a7b3398d92f1ba67c9927a5d21910575cdcabbfdb7c7e/Screenshot-2023-03-22-at-3.56.55-PM.png" data-mid="172729902" border="0" src="https://freight.cargo.site/w/1000/i/2f7576d1d47fc3ec759a7b3398d92f1ba67c9927a5d21910575cdcabbfdb7c7e/Screenshot-2023-03-22-at-3.56.55-PM.png" /> <img width="1891" height="797" width_o="1891" height_o="797" data-src="https://freight.cargo.site/t/original/i/f344bf4b020183a174bd322988833803ab3fae416d9cdc6aad909647441a22d2/Screenshot-2023-03-22-at-3.28.30-PM.png" data-mid="172727795" border="0" src="https://freight.cargo.site/w/1000/i/f344bf4b020183a174bd322988833803ab3fae416d9cdc6aad909647441a22d2/Screenshot-2023-03-22-at-3.28.30-PM.png" /> <img width="674" height="494" width_o="674" height_o="494" data-src="https://freight.cargo.site/t/original/i/4173438799616ab7357d162b89d6ea1c4b60470c801cb2cdf40996d669858730/epic-description-1.png" data-mid="173360887" border="0" src="https://freight.cargo.site/w/674/i/4173438799616ab7357d162b89d6ea1c4b60470c801cb2cdf40996d669858730/epic-description-1.png" /> <img width="6058" height="3712" width_o="6058" height_o="3712" data-src="https://freight.cargo.site/t/original/i/a6593fa418f6a028f3ab0c63bda49eb95be425c33585da9dc1ecca7539601513/Quartlerly-2.png" data-mid="172725136" border="0" src="https://freight.cargo.site/w/1000/i/a6593fa418f6a028f3ab0c63bda49eb95be425c33585da9dc1ecca7539601513/Quartlerly-2.png" /> Challenges Encountered Partners new to generative research and the gaps of market research.Team was heavily data-driven but unclear to the benefits of using deep understanding of customer needs to drive strategy. Partners new to service design strategy. Using human-centered methods to dive deep on problems not first nature to our business and tech partners. What is a Service Blueprint? A combination of a journey map + all the backstage supporting processes and interactions that go on behind the scenes to deliver a high end experience for a target audience.Documents end-to-end customer touchpoints through products and services.Displays customer successes and pain points.Identifies key stakeholders.Acts as a living breathing document accessible by all to create shared understanding across the org. What is the outcome we hope to achieve? By documenting all of these aspects that orchestrate an experience, we can:Break down silos and identify new areas of opportunity and collaboration across project teams.Create a holistic view of the entire end-to-end experience and optimize existing processes as well as innovate new solutions for customers.Identify gaps in our current structure, products, and services.Understand how all the components of the business impact one another. What are participant expectations? Identify and add information that is a blind spot for us, we rely on your domain expertise to make this artifact valuable for everyone.Learn something new about the customer and partner experience that might have been a blind spot for your team.Learn about our Jobs-to-be-Done in Hub, and our customer behaviors and their archetypes. https://timjwhite.com/USAA-Credit-Card-Declines Tue, 08 Mar 2022 03:37:29 +0000 Tim J White https://timjwhite.com/USAA-Credit-Card-Declines USAA: Credit Card Declines <img width="1022" height="683" width_o="1022" height_o="683" data-src="https://freight.cargo.site/t/original/i/975658af6657ca11f5b8ad53e43ad9412804aa4a5c05f4c6d1caff3ca26d4692/USAA-soldier-on-phone-2-hi.jpg" data-mid="171131424" border="0" src="https://freight.cargo.site/w/1000/i/975658af6657ca11f5b8ad53e43ad9412804aa4a5c05f4c6d1caff3ca26d4692/USAA-soldier-on-phone-2-hi.jpg" /> PROJECT OVERVIEW A design strategy effort to improve the customer experience when a member has a decline on their credit card by looking across the entire decline ecosystem. MY IMPACTI eliminated 159k/yr customer support calls regarding travel notifications,&nbsp;saving $2.39MM/yr in operational costsI eliminated 2.41MM unnecessary customer interactions and 120k false positive declinesUSAA spends $15/call to provide customer support. Why Card Declines?Card Declines are the 5th reason a member contacts the call center. Per Visa study, USAA is 300 basis points lower of transaction approvals from best-in-class competitor. Every 1% increase in transaction approvals = $10MM revenue annually.&nbsp; Business Problem: It can be the customer, merchant, credit card company, or USAA’s fault — either way it’s USAA’s problem. Customer Problem: Declines are a frustrating and embarrassing experience. Experience typically ends with pulling out competitor card and losing trust in USAA. The Challenges160+ internal decline codes done on an Excel spreadsheetVirtual bots hacking accounts skewed decline dataPMs struggled defining the customer ‘why’ — “get members back in business”Project name (POS Declines) created confusion as 90% were digitalA new team and a&nbsp;number of internal workstream cross over What I Did ALIGNMENT&nbsp;︎&nbsp;DISCOVERY ︎ DEFINITION ︎ DESIGN ︎ DEVELOP &nbsp;ALIGNMENT = 6 weeksOur business partners had a high-level priority for the year that was customer facing problem and need some “design”. Includes: discovery workshops,&nbsp;co-design, design recommendations <img width="1422" height="690" width_o="1422" height_o="690" data-src="https://freight.cargo.site/t/original/i/29da140da87a4912601808dd5ff3b927ebd583e24c3d244daf857338bc9f1514/Screenshot-2023-03-09-at-2.30.37-PM.png" data-mid="171143094" border="0" src="https://freight.cargo.site/w/1000/i/29da140da87a4912601808dd5ff3b927ebd583e24c3d244daf857338bc9f1514/Screenshot-2023-03-09-at-2.30.37-PM.png" /> Monthly Business Review documents gave&nbsp; a “heat map” where problems lay (Bain Reports, etc), but the market research doesn’t frame the nuanced needs to solve on behalf of the customer. Business partners had no idea where to start — so I brought shape to the ambiguity to improve the quality of our decisions.&nbsp; <img width="2460" height="1128" width_o="2460" height_o="1128" data-src="https://freight.cargo.site/t/original/i/85b8b2b9c43bbc122c6b55f53599d7d2b96fd37b3a3341b9108c8fda54d9fbc5/7key.jpg" data-mid="171144326" border="0" src="https://freight.cargo.site/w/1000/i/85b8b2b9c43bbc122c6b55f53599d7d2b96fd37b3a3341b9108c8fda54d9fbc5/7key.jpg" /> <img width="1979" height="1128" width_o="1979" height_o="1128" data-src="https://freight.cargo.site/t/original/i/548b1f7df6ffa02a1517ad080af27abc3c1e4e2df395f30d7878b60538650e12/decline-data.jpg" data-mid="171124916" border="0" src="https://freight.cargo.site/w/1000/i/548b1f7df6ffa02a1517ad080af27abc3c1e4e2df395f30d7878b60538650e12/decline-data.jpg" /> I interviewed Customer Support Reps identifying top reasons customers call the call center based on actuals calls. I lead discovery sessions based on the narratives formulating a hypothesis about the customer journey and the top product team assumptions, since the majority were new. <img width="1117" height="779" width_o="1117" height_o="779" data-src="https://freight.cargo.site/t/original/i/df8c1c3e0183f9c7bf3d5d1aa4097fdeec528d8491c28451cf73f6b4dbaa58c1/Group-6.png" data-mid="171147996" border="0" src="https://freight.cargo.site/w/1000/i/df8c1c3e0183f9c7bf3d5d1aa4097fdeec528d8491c28451cf73f6b4dbaa58c1/Group-6.png" /> <img width="693" height="506" width_o="693" height_o="506" data-src="https://freight.cargo.site/t/original/i/1193e9b1ac0484e6e75688b505307caff2b01d9b670097b899bfc4202989d99b/Group-4-jm.png" data-mid="171143856" border="0" src="https://freight.cargo.site/w/693/i/1193e9b1ac0484e6e75688b505307caff2b01d9b670097b899bfc4202989d99b/Group-4-jm.png" /> <img width="693" height="506" width_o="693" height_o="506" data-src="https://freight.cargo.site/t/original/i/9afc01eeea4e0cfb8a0b185c42ca55ac8c2a1edafa24b2ea49db4f54895a13fd/Group-2-M.png" data-mid="171124478" border="0" src="https://freight.cargo.site/w/693/i/9afc01eeea4e0cfb8a0b185c42ca55ac8c2a1edafa24b2ea49db4f54895a13fd/Group-2-M.png" /> Success measures: decresase decline complaints by 5% in Q4 2022 in the call center 5 sec&nbsp;delivery of relevant communication to member (currently takes ~78sec) I summarized the outputs from discovery sessions into a consumable strategic point of view for senior leaders with suite of short-term and long-term recommendations where to focus the product team — based on member pain and call center volume.&nbsp; <img width="1533" height="844" width_o="1533" height_o="844" data-src="https://freight.cargo.site/t/original/i/a6abe9ae01d1451f2d4a66235efa0f5a3c3c437af95f4b6fa495b7b428faa130/Screenshot-2023-03-09-at-11.51.png" data-mid="171148687" border="0" src="https://freight.cargo.site/w/1000/i/a6abe9ae01d1451f2d4a66235efa0f5a3c3c437af95f4b6fa495b7b428faa130/Screenshot-2023-03-09-at-11.51.png" />&nbsp; <img width="1736" height="980" width_o="1736" height_o="980" data-src="https://freight.cargo.site/t/original/i/0a0b245b37d4e28dcd0411f3fb23770161d2d1e44809aee63512aeaf530770c2/JM8.jpg" data-mid="171118316" border="0" src="https://freight.cargo.site/w/1000/i/0a0b245b37d4e28dcd0411f3fb23770161d2d1e44809aee63512aeaf530770c2/JM8.jpg" /> <img width="1738" height="980" width_o="1738" height_o="980" data-src="https://freight.cargo.site/t/original/i/54e799d7bd073bb90931a353d3cc5f8ccdbbeb41ac17d9ff9b1ca2c238c2d300/JM2.jpg" data-mid="171118711" border="0" src="https://freight.cargo.site/w/1000/i/54e799d7bd073bb90931a353d3cc5f8ccdbbeb41ac17d9ff9b1ca2c238c2d300/JM2.jpg" /> <img width="1732" height="982" width_o="1732" height_o="982" data-src="https://freight.cargo.site/t/original/i/c8a80f989642183e68af94192f7c34fc023b2d4631df58475aea8d5f64a1ebf5/JM1.jpg" data-mid="171118310" border="0" src="https://freight.cargo.site/w/1000/i/c8a80f989642183e68af94192f7c34fc023b2d4631df58475aea8d5f64a1ebf5/JM1.jpg" /> <img width="1739" height="980" width_o="1739" height_o="980" data-src="https://freight.cargo.site/t/original/i/5387074927f8d39c2c5537263532101b3abde7903ff53a75d5448933f91d4dd8/JM-.jpg" data-mid="171118312" border="0" src="https://freight.cargo.site/w/1000/i/5387074927f8d39c2c5537263532101b3abde7903ff53a75d5448933f91d4dd8/JM-.jpg" /> <img width="1739" height="983" width_o="1739" height_o="983" data-src="https://freight.cargo.site/t/original/i/7f791ca5679d947f760b509be1e48419acce03f96dee080470e20183649b3b81/JM4.jpg" data-mid="171118519" border="0" src="https://freight.cargo.site/w/1000/i/7f791ca5679d947f760b509be1e48419acce03f96dee080470e20183649b3b81/JM4.jpg" /> <img width="1738" height="981" width_o="1738" height_o="981" data-src="https://freight.cargo.site/t/original/i/9afb1420a59b57dc87b65ce921d2092f0d187a11d9f20ae26bba6cf4ddeecdcc/JM7.jpg" data-mid="171118315" border="0" src="https://freight.cargo.site/w/1000/i/9afb1420a59b57dc87b65ce921d2092f0d187a11d9f20ae26bba6cf4ddeecdcc/JM7.jpg" /> <img width="1738" height="979" width_o="1738" height_o="979" data-src="https://freight.cargo.site/t/original/i/d650cc264939b5697ca0bbadae76edbd0a2f4ed69923cfba525c3f968dc5b17f/JM6.jpg" data-mid="171118314" border="0" src="https://freight.cargo.site/w/1000/i/d650cc264939b5697ca0bbadae76edbd0a2f4ed69923cfba525c3f968dc5b17f/JM6.jpg" /> <img width="1739" height="981" width_o="1739" height_o="981" data-src="https://freight.cargo.site/t/original/i/a0d2fc9732c52c0e08418816e56b7bb72bb5be2b0e13cfa41b8dc9429dc926d9/JM5.jpg" data-mid="171118313" border="0" src="https://freight.cargo.site/w/1000/i/a0d2fc9732c52c0e08418816e56b7bb72bb5be2b0e13cfa41b8dc9429dc926d9/JM5.jpg" /> &nbsp; <img width="1534" height="830" width_o="1534" height_o="830" data-src="https://freight.cargo.site/t/original/i/7cfa9403ccdb3174bf513fa068b88e82af440c23dd6fcc2a8a30ba34b9d9a849/Group-7.png" data-mid="171148749" border="0" src="https://freight.cargo.site/w/1000/i/7cfa9403ccdb3174bf513fa068b88e82af440c23dd6fcc2a8a30ba34b9d9a849/Group-7.png" /> <img width="1521" height="849" width_o="1521" height_o="849" data-src="https://freight.cargo.site/t/original/i/bf1b5efb3efcf4d6a6f4f846e7475045965d7d94b524e364f9ddc3594e976cc1/Screenshot-2023-03-09-at-11.51-2.png" data-mid="171148743" border="0" data-marker-id="2" src="https://freight.cargo.site/w/1000/i/bf1b5efb3efcf4d6a6f4f846e7475045965d7d94b524e364f9ddc3594e976cc1/Screenshot-2023-03-09-at-11.51-2.png" /> <img width="1558" height="867" width_o="1558" height_o="867" data-src="https://freight.cargo.site/t/original/i/2ec252deea5b9efb186440c0798de48ab4d44ce418b30e6326a8ce2b48005b91/target-customer-1-1.png" data-mid="171150103" border="0" src="https://freight.cargo.site/w/1000/i/2ec252deea5b9efb186440c0798de48ab4d44ce418b30e6326a8ce2b48005b91/target-customer-1-1.png" /> And then there was radio silence from our partners for several weeks.&nbsp; DISCOVERY =&nbsp;2 weeks While waiting for partners on where to focus, I uncovered old research from the depths of USAA servers that I had participated in previously.&nbsp;<img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/4e448f811eb50cc5345277479f649efd001b30c01f5e1064fdb54542e9622189/IMG_9338.JPG" data-mid="189869320" border="0" src="https://freight.cargo.site/w/1000/i/4e448f811eb50cc5345277479f649efd001b30c01f5e1064fdb54542e9622189/IMG_9338.JPG" /><img width="3024" height="4032" width_o="3024" height_o="4032" data-src="https://freight.cargo.site/t/original/i/8b88b65d17bfd1908be06c309920d42967b58f89a3526a658bb24f1d57166ff8/IMG_9351.JPG" data-mid="189869321" border="0" src="https://freight.cargo.site/w/1000/i/8b88b65d17bfd1908be06c309920d42967b58f89a3526a658bb24f1d57166ff8/IMG_9351.JPG" /> <img width="2698" height="896" width_o="2698" height_o="896" data-src="https://freight.cargo.site/t/original/i/c4dde20ce54aaa9f90cc3670d8c14319a75346da3f8db834fd004e97de0c5721/Screenshot-2023-03-09-at-3.52.31-PM.png" data-mid="171151230" border="0" src="https://freight.cargo.site/w/1000/i/c4dde20ce54aaa9f90cc3670d8c14319a75346da3f8db834fd004e97de0c5721/Screenshot-2023-03-09-at-3.52.31-PM.png" /> <img width="2868" height="1064" width_o="2868" height_o="1064" data-src="https://freight.cargo.site/t/original/i/06a461d57424dcc047071b150d8130a0c3c45907a7b3457a4500ca8b590f7ed0/Screenshot-2023-03-09-at-3.53.03-PM.png" data-mid="171151228" border="0" src="https://freight.cargo.site/w/1000/i/06a461d57424dcc047071b150d8130a0c3c45907a7b3457a4500ca8b590f7ed0/Screenshot-2023-03-09-at-3.53.03-PM.png" /> <img width="2830" height="1264" width_o="2830" height_o="1264" data-src="https://freight.cargo.site/t/original/i/a87d1e4ef4bf3d6e05454088a109753e4bb5b76325727604856be75e3f079bd8/Screenshot-2023-03-09-at-3.53.12-PM.png" data-mid="171151227" border="0" src="https://freight.cargo.site/w/1000/i/a87d1e4ef4bf3d6e05454088a109753e4bb5b76325727604856be75e3f079bd8/Screenshot-2023-03-09-at-3.53.12-PM.png" /> <img width="3092" height="1036" width_o="3092" height_o="1036" data-src="https://freight.cargo.site/t/original/i/925f15e3d03da3935a8cee7526006085b14a321bd45804dbc4ed2308ce33c1e1/Screenshot-2023-03-09-at-3.53.23-PM.png" data-mid="171151226" border="0" src="https://freight.cargo.site/w/1000/i/925f15e3d03da3935a8cee7526006085b14a321bd45804dbc4ed2308ce33c1e1/Screenshot-2023-03-09-at-3.53.23-PM.png" /> <img width="3092" height="818" width_o="3092" height_o="818" data-src="https://freight.cargo.site/t/original/i/029f0b5d20e9fe8d0c8b1c2b777f99652e6f49deb7fdcf1da0ce03a23ee1237b/Screenshot-2023-03-09-at-3.53.46-PM.png" data-mid="171151222" border="0" src="https://freight.cargo.site/w/1000/i/029f0b5d20e9fe8d0c8b1c2b777f99652e6f49deb7fdcf1da0ce03a23ee1237b/Screenshot-2023-03-09-at-3.53.46-PM.png" /> <img width="2832" height="806" width_o="2832" height_o="806" data-src="https://freight.cargo.site/t/original/i/24ad4db640274882d6d46279f8d510600ff0bc89a18fe4c33236b3eff02b6a36/Screenshot-2023-03-09-at-3.53.36-PM.png" data-mid="171151223" border="0" src="https://freight.cargo.site/w/1000/i/24ad4db640274882d6d46279f8d510600ff0bc89a18fe4c33236b3eff02b6a36/Screenshot-2023-03-09-at-3.53.36-PM.png" /><img width="3086" height="1030" width_o="3086" height_o="1030" data-src="https://freight.cargo.site/t/original/i/ee14871a545c185fa21e83c952c441249f6a26072a5b4e2a33d2ace00dcbb482/Screenshot-2023-03-09-at-3.53.30-PM.png" data-mid="171151225" border="0" src="https://freight.cargo.site/w/1000/i/ee14871a545c185fa21e83c952c441249f6a26072a5b4e2a33d2ace00dcbb482/Screenshot-2023-03-09-at-3.53.30-PM.png" /> I unearthed that our competitors have removed travel notifications. <img width="2084" height="1578" width_o="2084" height_o="1578" data-src="https://freight.cargo.site/t/original/i/ba7db4925c8aee5b31bc7bc75bb529a6797b6bc857e288c3fc40bd09e5c50c7d/Screenshot-2023-03-10-at-11.12.58-AM.png" data-mid="171229786" border="0" src="https://freight.cargo.site/w/1000/i/ba7db4925c8aee5b31bc7bc75bb529a6797b6bc857e288c3fc40bd09e5c50c7d/Screenshot-2023-03-10-at-11.12.58-AM.png" />All the while I undearthed that a Fiserve API was being considered within the bank to sit on top of our products and services, that would have a direct impact on our ability to deliver recommendations to market. <img width="2482" height="1396" width_o="2482" height_o="1396" data-src="https://freight.cargo.site/t/original/i/eecf7ed503119566d8fe912a8b6799ddd437d75be3cd3cfe8d22d137593933c8/Screenshot-2023-03-09-at-11.43.21-AM.png" data-mid="171126055" border="0" src="https://freight.cargo.site/w/1000/i/eecf7ed503119566d8fe912a8b6799ddd437d75be3cd3cfe8d22d137593933c8/Screenshot-2023-03-09-at-11.43.21-AM.png" /> <img width="2450" height="1444" width_o="2450" height_o="1444" data-src="https://freight.cargo.site/t/original/i/bb4f0c18d29fc781f5097d16fa577ea685f2d7e0f1482cb88c366cce067b9892/Screenshot-2023-03-10-at-11.06.50-AM.png" data-mid="171229257" border="0" src="https://freight.cargo.site/w/1000/i/bb4f0c18d29fc781f5097d16fa577ea685f2d7e0f1482cb88c366cce067b9892/Screenshot-2023-03-10-at-11.06.50-AM.png" /> DEFINITION =&nbsp;3 weeks Our team circled the wagons and I facilitated a session to reprioritize the opportunties that lie in front of us. <img width="2536" height="2663" width_o="2536" height_o="2663" data-src="https://freight.cargo.site/t/original/i/68ca0308e6f2bb56a26f6e09c7656087f8a9441961aa29c331b65c3329c4b2be/Horizon-Sprint1000.png" data-mid="171152061" border="0" src="https://freight.cargo.site/w/1000/i/68ca0308e6f2bb56a26f6e09c7656087f8a9441961aa29c331b65c3329c4b2be/Horizon-Sprint1000.png" />Afterwards, I framed and sized the opportunity — based on a fuzzy screen shot.&nbsp; <img width="1906" height="384" width_o="1906" height_o="384" data-src="https://freight.cargo.site/t/original/i/6215d09b301a878d2833319cb947ee6a0f7dd04b78ea9ebc96c502723705b306/Screenshot-2023-03-10-at-10.34.23-AM.png" data-mid="171225833" border="0" src="https://freight.cargo.site/w/1000/i/6215d09b301a878d2833319cb947ee6a0f7dd04b78ea9ebc96c502723705b306/Screenshot-2023-03-10-at-10.34.23-AM.png" />The team revisted the journey maps we created previously.<img width="1738" height="980" width_o="1738" height_o="980" data-src="https://freight.cargo.site/t/original/i/f0cf9439cd639a9eed7027381da13a2acb31a38810f57add01664425153b99e1/JM2-1.jpg" data-mid="171223880" border="0" src="https://freight.cargo.site/w/1000/i/f0cf9439cd639a9eed7027381da13a2acb31a38810f57add01664425153b99e1/JM2-1.jpg" /> DESIGN = 2 weeks Since in this instance we weren’t creating something we were removing something, I audited all of the places within the app and marketing materials to remove for the dev team. <img width="600" height="1292" width_o="600" height_o="1292" data-src="https://freight.cargo.site/t/original/i/ae7566ad16797a36f88027c5dc431ac754991f9a39ec183ced4398635264802e/USAA-600x1292.png" data-mid="171515137" border="0" src="https://freight.cargo.site/w/600/i/ae7566ad16797a36f88027c5dc431ac754991f9a39ec183ced4398635264802e/USAA-600x1292.png" /> <img width="389" height="833" width_o="389" height_o="833" data-src="https://freight.cargo.site/t/original/i/72bf83a6182db1dfe54d710bf89f18674a183a3d9681a522c23cac8d58a7cf23/ent-pubhome-android-chat-red.jpg" data-mid="171121156" border="0" src="https://freight.cargo.site/w/389/i/72bf83a6182db1dfe54d710bf89f18674a183a3d9681a522c23cac8d58a7cf23/ent-pubhome-android-chat-red.jpg" /> <img width="389" height="833" width_o="389" height_o="833" data-src="https://freight.cargo.site/t/original/i/2699d2b8512291b2bfd4321b98dcbf39d71c6a124658af74fcc4707421335230/ent-pubhome-android-chat-none.jpg" data-mid="171121090" border="0" src="https://freight.cargo.site/w/389/i/2699d2b8512291b2bfd4321b98dcbf39d71c6a124658af74fcc4707421335230/ent-pubhome-android-chat-none.jpg" /> <img width="1141" height="914" width_o="1141" height_o="914" data-src="https://freight.cargo.site/t/original/i/ca7dc9c1a4712b2bba4b2bc1637def1f1954ff36ef82b75ea97ccce64a10515f/Screenshot-2023-03-10-at-11.24-1.png" data-mid="171232911" border="0" src="https://freight.cargo.site/w/1000/i/ca7dc9c1a4712b2bba4b2bc1637def1f1954ff36ef82b75ea97ccce64a10515f/Screenshot-2023-03-10-at-11.24-1.png" /> IMPLEMENTATION = &nbsp;10 weeks Implementation of the experience was sent to members and customers gave their feedback in places like Reddit. <img width="688" height="889" width_o="688" height_o="889" data-src="https://freight.cargo.site/t/original/i/9796cf208d42d4a0ea2b28509d096b83fc8b65f900daca3aff9b34dce2eda7a6/Screenshot-2022-12-30-at-10-1.58-1.png" data-mid="171233223" border="0" src="https://freight.cargo.site/w/688/i/9796cf208d42d4a0ea2b28509d096b83fc8b65f900daca3aff9b34dce2eda7a6/Screenshot-2022-12-30-at-10-1.58-1.png" /> <img width="976" height="864" width_o="976" height_o="864" data-src="https://freight.cargo.site/t/original/i/9cfaa755f25d33e438030f4f151ffe6af7a2c88ac38dd9da27d6403d402a997a/Screenshot-2023-03-10-at-11.22.58-AM.png" data-mid="171231825" border="0" src="https://freight.cargo.site/w/976/i/9cfaa755f25d33e438030f4f151ffe6af7a2c88ac38dd9da27d6403d402a997a/Screenshot-2023-03-10-at-11.22.58-AM.png" /> Challenges Encountered Ambiuguity between product and design team on who should push the work forward. After reflection, I recognized the need to be more bullish as a designer on pushing the priorities forward. And it also led me to take a product management class I had the most subject matter expertise on the topic — but needed to bring others along the journey. This unlocked for me the need to help others see the vision even though you may be further along than them. I learned about the rest API way too late in the game. I need to be asking more forthright questions that uncover the biggest project risks so that I don’t waste my time or my partners time. Cross-Functional Team Business: Stephanie Perry, Lisa Graye, Debra Alonzo, Jason Silberberg, Andrea Rodriguez, Elaine Hicks, Shelly LarqueDesign: Tim White, Laurel Stanley MSR: Neil Pomerenke Ops: David Maw, Roanna Rihn, Jeff Sande Member Feedback: Tim Wallace https://timjwhite.com/Rewards-Credit-Card-for-USAA-s-Affluent Mon, 24 Jan 2022 14:03:45 +0000 Tim J White https://timjwhite.com/Rewards-Credit-Card-for-USAA-s-Affluent Rewards Credit Card for USAA's Affluent <img width="589" height="280" width_o="589" height_o="280" data-src="https://freight.cargo.site/t/original/i/257b6fed8c7c0a4cf6364e6cfb0f1c6a2cf6deb480e8e24610d820f7a1286d87/affluent-card.png" data-mid="136476679" border="0" data-scale="100" src="https://freight.cargo.site/w/589/i/257b6fed8c7c0a4cf6364e6cfb0f1c6a2cf6deb480e8e24610d820f7a1286d87/affluent-card.png" /> PROJECT OVERVIEW A credit card for USAA’s affluent focused on travel rewards — with a new redemption platform, card design and payments integration that drives top of wallet status. How might we ... meet the needs of an under-served affluent population while still maintaining a profit? MY IMPACT My design strategy &amp; member research defined the product direction for the credit card launching in Q2 2023 Why a Rewards Credit Card?From ‘17 to ‘22, USAA’s card portfolio saw a -$1B decline in profit&nbsp;regulation status as membership doubled from 5M to 10M, 2) increase in compliance/risk practices company-wide meant lack competitive products &amp; deprioritization of revenue streams.&nbsp;USAA saw a x% decrease in customer loyalty and shrinking pocket books due to operating expenses exceeding revenue by 36%. The Challenges PORTFOLIO CHALLENGES: Portfolio needs to consolidate cards to reduce operational costs Card portfolio needed cash and&nbsp;1.2M high spending members with no product to meet needsEveryday Rewards Card and&nbsp;Travel Rewards&nbsp;Card needed differentiation to not canabalizeSunsetting Eagle Points Card holders to appropriate card?Old rewards redemption platform sunsetting, integrating a new one&nbsp;New API integration delayed the product launch BEAHAVIORAL CHALLENGES:Senior leaders unfamiliar with generative researchHuman-centered product muscles atrophied during compliance hiatus HYPOTHESIS:USAA has the market for an affluent credit card and it will generate revenue.RISK: We don’t know the behaviors nor needs of our affluent members to build a tailored product. SUCCESS MEASURES:1% increase in new aquisitions per affluent segment (SOM = 1.2M members)&nbsp;% increase in&nbsp;payment volume of card portfolio per affluent segment (Industry 20.8% vs USAA 16.7%)% increase in annual spend per active card&nbsp;of affluent segment by 5% (Industry $48.1k vs USAA $42.6) What I Did Alignment ︎︎︎ Discovery&nbsp; ︎︎︎&nbsp; Definition&nbsp; ︎&nbsp; Roadmaping&nbsp; ︎&nbsp; Implementation ALIGNMENT: Methods used: market research, segmentation,&nbsp;analyze existing qual &amp; quant research, ideation, facilitation, competitive analysis Understanding the Market OpportunityUSAA’s Business Intelligence team identified a gap in the market for USAA’s affluent members, but the senior leaders didn’t know what type of credit card to offer them. More than 1.2M Members fall into the Affluent segment are dormant or have low usage on their current USAA credit card because our products do not meet the needs of the affluent.&nbsp; <img width="1257" height="873" width_o="1257" height_o="873" data-src="https://freight.cargo.site/t/original/i/40acd4c45bdda8d74d264c1098d217dd0eb98fc2d64e8df2cec8c015aae34b9a/affluent.jpg" data-mid="136925177" border="0" src="https://freight.cargo.site/w/1000/i/40acd4c45bdda8d74d264c1098d217dd0eb98fc2d64e8df2cec8c015aae34b9a/affluent.jpg" /> <img width="1257" height="873" width_o="1257" height_o="873" data-src="https://freight.cargo.site/t/original/i/94a1147a8c7af1632efe7cae982942548779a7a0e3aab19e6d96f9b2205f7389/usaa.jpg" data-mid="136925806" border="0" src="https://freight.cargo.site/w/1000/i/94a1147a8c7af1632efe7cae982942548779a7a0e3aab19e6d96f9b2205f7389/usaa.jpg" /> <img width="1257" height="873" width_o="1257" height_o="873" data-src="https://freight.cargo.site/t/original/i/cc07527118f813fe57213d413acb0619aedd508d449bc379c00c2cbf24c899d9/affluent2.jpg" data-mid="136925250" border="0" src="https://freight.cargo.site/w/1000/i/cc07527118f813fe57213d413acb0619aedd508d449bc379c00c2cbf24c899d9/affluent2.jpg" /> Target Market size: 1.2M of 13M membersTarget Market defined as:&gt;$150k household income&gt;$500k total assets or average daily balance (excludes home or 401k)&gt;$5k in monthly card spend or 10k credit limit <img width="1257" height="873" width_o="1257" height_o="873" data-src="https://freight.cargo.site/t/original/i/204f1dfecdbf59fadca80ef00dd344ec8b603ebcfc1afb146dc01675b6937eb2/fit.jpg" data-mid="137127495" border="0" src="https://freight.cargo.site/w/1000/i/204f1dfecdbf59fadca80ef00dd344ec8b603ebcfc1afb146dc01675b6937eb2/fit.jpg" /> <img width="2014" height="1202" width_o="2014" height_o="1202" data-src="https://freight.cargo.site/t/original/i/b38375af00780ad2ebf02c98d475d2e277953e06f7039842c0c7a3f3e3d5af7d/Screen-Shot-2022-03-15-at-9.11.37-PM.png" data-mid="171487361" border="0" src="https://freight.cargo.site/w/1000/i/b38375af00780ad2ebf02c98d475d2e277953e06f7039842c0c7a3f3e3d5af7d/Screen-Shot-2022-03-15-at-9.11.37-PM.png" /> What card do they want? <img width="1306" height="675" width_o="1306" height_o="675" data-src="https://freight.cargo.site/t/original/i/9ac0be6c9fa708855704fb6e5a1e1f9e0f82de18af7460cefad728b3a2c7f62b/Group-234.png" data-mid="171488611" border="0" src="https://freight.cargo.site/w/1000/i/9ac0be6c9fa708855704fb6e5a1e1f9e0f82de18af7460cefad728b3a2c7f62b/Group-234.png" /> What Do We Know? Existing Data ...&nbsp; We had a decent understanding of high-level needs of affluent but not specific enough to make confident design decisions off. <img width="2870" height="1614" width_o="2870" height_o="1614" data-src="https://freight.cargo.site/t/original/i/b01ecb2e8c4db6b5d204d0109c11a8b93f1c992e26eec18bb7fb9e3d6305a9e0/Screen-Shot-2022-03-15-at-7.47.43-PM.png" data-mid="136472747" border="0" src="https://freight.cargo.site/w/1000/i/b01ecb2e8c4db6b5d204d0109c11a8b93f1c992e26eec18bb7fb9e3d6305a9e0/Screen-Shot-2022-03-15-at-7.47.43-PM.png" /> <img width="3036" height="1680" width_o="3036" height_o="1680" data-src="https://freight.cargo.site/t/original/i/fc972ecf1a4ff28b35ad222c9a621bc424bc1c79e3d4755964c27715d4df1463/Screenshot-2023-03-13-at-2.49.30-PM.png" data-mid="171511800" border="0" src="https://freight.cargo.site/w/1000/i/fc972ecf1a4ff28b35ad222c9a621bc424bc1c79e3d4755964c27715d4df1463/Screenshot-2023-03-13-at-2.49.30-PM.png" /> Previous Quant/Qual Reports 3-year old research gives us a decent understanding of the leading needs of our affluent, but 3 years is a long time in product world.&nbsp; <img width="1320" height="598" width_o="1320" height_o="598" data-src="https://freight.cargo.site/t/original/i/722a1b37dc5ae91244d96a62a27ef8d9377d47af29e87917677d1e30df1c0c20/qual---quant.png" data-mid="136478186" border="0" src="https://freight.cargo.site/w/1000/i/722a1b37dc5ae91244d96a62a27ef8d9377d47af29e87917677d1e30df1c0c20/qual---quant.png" /><img width="1323" height="684" width_o="1323" height_o="684" data-src="https://freight.cargo.site/t/original/i/38d262c8942947bd2bbcacfc4c44fba36c3426d6f7f7e67d757a209ffd14dc3a/process.png" data-mid="136718243" border="0" src="https://freight.cargo.site/w/1000/i/38d262c8942947bd2bbcacfc4c44fba36c3426d6f7f7e67d757a209ffd14dc3a/process.png" /><img width="1147" height="624" width_o="1147" height_o="624" data-src="https://freight.cargo.site/t/original/i/73e64575ce5daeafb28bd8b17f3955f23d3c574e1c412c4091c05bbd0ee9500e/pillars.png" data-mid="136477731" border="0" src="https://freight.cargo.site/w/1000/i/73e64575ce5daeafb28bd8b17f3955f23d3c574e1c412c4091c05bbd0ee9500e/pillars.png" /> Alignment Workshops Before Member InterviewsTested the pillars with internal senior leaders closest to the problem, getting their ideas, buy-in and leads towards additional data <img width="815" height="595" width_o="815" height_o="595" data-src="https://freight.cargo.site/t/original/i/db2c1345a5d9e816c398e624bdc4170b9824c2ba266a04c4d7908159695280cd/ideas-2.png" data-mid="136718757" border="0" src="https://freight.cargo.site/w/815/i/db2c1345a5d9e816c398e624bdc4170b9824c2ba266a04c4d7908159695280cd/ideas-2.png" /> <img width="1288" height="668" width_o="1288" height_o="668" data-src="https://freight.cargo.site/t/original/i/ed81e181a2e5eb054b5ab31fb58bd1facc36664792618e44dafc2e8a19a2e12f/pillar.png" data-mid="136718760" border="0" src="https://freight.cargo.site/w/1000/i/ed81e181a2e5eb054b5ab31fb58bd1facc36664792618e44dafc2e8a19a2e12f/pillar.png" /> DISCOVERY: Methods used: generative research,&nbsp;synthesis,&nbsp;co-design, quantitative research Qual 1: Disengaged Affluent&nbsp;Background: Learn why low-usage and dormat don’t use their USAA credit card and what would be desirable. Low usage members would give us an honest perspective as to what they were using in the market. Research Goals: • Understand earn &amp; burn behavior • Test Visa card concepts • Co-design member’s ideal card • Understand barriers to switching Members:A) 6&nbsp;current member with a credit cardholder but low-usage ratesB) 6 current member with no credit card but other USAA products <img width="1318" height="678" width_o="1318" height_o="678" data-src="https://freight.cargo.site/t/original/i/c98a38a3735de9cc85db290b1ae098f7a82c58f93c7cc929911d6d6dffb86348/synthesis-3.png" data-mid="136806428" border="0" src="https://freight.cargo.site/w/1000/i/c98a38a3735de9cc85db290b1ae098f7a82c58f93c7cc929911d6d6dffb86348/synthesis-3.png" /> <img width="1217" height="591" width_o="1217" height_o="591" data-src="https://freight.cargo.site/t/original/i/cac480921d991015bdbeb8f0f7cea12b0b78a5a9cc0cec42914b1baee0e5e318/market-segment.png" data-mid="136717852" border="0" src="https://freight.cargo.site/w/1000/i/cac480921d991015bdbeb8f0f7cea12b0b78a5a9cc0cec42914b1baee0e5e318/market-segment.png" /> <img width="480" height="360" width_o="480" height_o="360" data-src="https://freight.cargo.site/t/original/i/4e13cf5463249ba0f5029a11531859fb38587a85a805ab5d371ac9ca4d4f3ade/OmniPlayerGif_2022_03_17_10_54_14.gif" data-mid="136721442" border="0" data-scale="100" src="https://freight.cargo.site/w/480/i/4e13cf5463249ba0f5029a11531859fb38587a85a805ab5d371ac9ca4d4f3ade/OmniPlayerGif_2022_03_17_10_54_14.gif" /> View Insight Report(Password protected)View Research Plan (Password protected) View Discussion Guide(Password protected) High-level Strategy: <img width="2786" height="1596" width_o="2786" height_o="1596" data-src="https://freight.cargo.site/t/original/i/87d0f8afee7ac01c01dc3cfaff253185a8c858e6ff8cf2476b65d79870983965/Screenshot-2023-03-13-at-1.43.22-PM.png" data-mid="171504782" border="0" src="https://freight.cargo.site/w/1000/i/87d0f8afee7ac01c01dc3cfaff253185a8c858e6ff8cf2476b65d79870983965/Screenshot-2023-03-13-at-1.43.22-PM.png" /> Nuanced Needs: <img width="2846" height="1590" width_o="2846" height_o="1590" data-src="https://freight.cargo.site/t/original/i/a6c9602116c8d9ea663736cdf61984e3f97502fc360af8f7c5b3e89ad6d2126f/Screenshot-2023-03-13-at-1.40.25-PM.png" data-mid="171504616" border="0" src="https://freight.cargo.site/w/1000/i/a6c9602116c8d9ea663736cdf61984e3f97502fc360af8f7c5b3e89ad6d2126f/Screenshot-2023-03-13-at-1.40.25-PM.png" /> <img width="1186" height="1050" width_o="1186" height_o="1050" data-src="https://freight.cargo.site/t/original/i/5bcaf08c195013ab56d8ac37bd0f30021fd47107d89bdbf9fa41f87812d2483d/Screenshot-2023-03-13-at-1.59.39-PM.png" data-mid="171505931" border="0" src="https://freight.cargo.site/w/1000/i/5bcaf08c195013ab56d8ac37bd0f30021fd47107d89bdbf9fa41f87812d2483d/Screenshot-2023-03-13-at-1.59.39-PM.png" /> Assumptions from Senior Leaders: <img width="969" height="548" width_o="969" height_o="548" data-src="https://freight.cargo.site/t/original/i/d84eef57802579a0e60ad9990e8ef8abd796956504346063d9688bdbb4cd4d9c/why.png" data-mid="137130288" border="0" src="https://freight.cargo.site/w/969/i/d84eef57802579a0e60ad9990e8ef8abd796956504346063d9688bdbb4cd4d9c/why.png" /><img width="2422" height="1114" width_o="2422" height_o="1114" data-src="https://freight.cargo.site/t/original/i/86ac1a16d7f340420701fb87f0ac02e1c63c27eca4b45b793da87d0cd255f189/Screenshot-2023-03-13-at-1.35.57-PM.png" data-mid="171504068" border="0" src="https://freight.cargo.site/w/1000/i/86ac1a16d7f340420701fb87f0ac02e1c63c27eca4b45b793da87d0cd255f189/Screenshot-2023-03-13-at-1.35.57-PM.png" /> <img width="2024" height="1072" width_o="2024" height_o="1072" data-src="https://freight.cargo.site/t/original/i/cb73abf455389e4db9ef1a3cc0e997850e962564f94f72e8b75ab4116485eada/visa-2.jpg" data-mid="171485135" border="0" src="https://freight.cargo.site/w/1000/i/cb73abf455389e4db9ef1a3cc0e997850e962564f94f72e8b75ab4116485eada/visa-2.jpg" /><img width="2870" height="1602" width_o="2870" height_o="1602" data-src="https://freight.cargo.site/t/original/i/510153a7940cdbb82b0a14a8402c700fc7500dbfc8b28e36bf02f242a57efc33/Screenshot-2023-03-13-at-1.40.09-PM.png" data-mid="171504601" border="0" src="https://freight.cargo.site/w/1000/i/510153a7940cdbb82b0a14a8402c700fc7500dbfc8b28e36bf02f242a57efc33/Screenshot-2023-03-13-at-1.40.09-PM.png" /> Test Industry Recommendations <img width="2024" height="1072" width_o="2024" height_o="1072" data-src="https://freight.cargo.site/t/original/i/970bd4726c60108f8b4a095e2efd47c28b19198bd6e1a06a8ec6130a3af2c4f9/visa-4.jpg" data-mid="171492001" border="0" src="https://freight.cargo.site/w/1000/i/970bd4726c60108f8b4a095e2efd47c28b19198bd6e1a06a8ec6130a3af2c4f9/visa-4.jpg" /><img width="729" height="630" width_o="729" height_o="630" data-src="https://freight.cargo.site/t/original/i/aa45db5916f83828775a4fe11936532cfc8ecc592fc89d7768333a4fa8cea16b/sketch.png" data-mid="136926422" border="0" src="https://freight.cargo.site/w/729/i/aa45db5916f83828775a4fe11936532cfc8ecc592fc89d7768333a4fa8cea16b/sketch.png" /> <img width="794" height="442" width_o="794" height_o="442" data-src="https://freight.cargo.site/t/original/i/f159334b37d41f6235cb7fcf8147c6ed7db32478dd8c1148c12c83544efa66c3/Screenshot-2023-03-13-at-11.52.26-AM.png" data-mid="171490417" border="0" src="https://freight.cargo.site/w/794/i/f159334b37d41f6235cb7fcf8147c6ed7db32478dd8c1148c12c83544efa66c3/Screenshot-2023-03-13-at-11.52.26-AM.png" /> Build the ideal card <img width="1146" height="539" width_o="1146" height_o="539" data-src="https://freight.cargo.site/t/original/i/67211984d2280b019de95d5532cf9f240a06d4d857a798a61139b297cab58aa3/sketch2.png" data-mid="136926421" border="0" src="https://freight.cargo.site/w/1000/i/67211984d2280b019de95d5532cf9f240a06d4d857a798a61139b297cab58aa3/sketch2.png" /><img width="1186" height="629" width_o="1186" height_o="629" data-src="https://freight.cargo.site/t/original/i/3602c3c439b7834ded783657543122ca4329a2cf69dfd88384d3a372e85dc141/cod.png" data-mid="136926709" border="0" src="https://freight.cargo.site/w/1000/i/3602c3c439b7834ded783657543122ca4329a2cf69dfd88384d3a372e85dc141/cod.png" /> <img width="1230" height="698" width_o="1230" height_o="698" data-src="https://freight.cargo.site/t/original/i/ed00efb2ccf3c548e28fcd047ef037899498e0ec9316ffb5455dde4ded56fbd6/product.png" data-mid="136720588" border="0" src="https://freight.cargo.site/w/1000/i/ed00efb2ccf3c548e28fcd047ef037899498e0ec9316ffb5455dde4ded56fbd6/product.png" /> Quant 1: Affluent at Scale I then partnered with an internal quant team to validate our sample size at scale. <img width="1909" height="1073" width_o="1909" height_o="1073" data-src="https://freight.cargo.site/t/original/i/cdca24ff30b2b6d7b75f7c4311235c804d6585602cd48f43b1c4045c904763eb/Screenshot-2023-03-13-at-12.13.57-PM.png" data-mid="171503014" border="0" src="https://freight.cargo.site/w/1000/i/cdca24ff30b2b6d7b75f7c4311235c804d6585602cd48f43b1c4045c904763eb/Screenshot-2023-03-13-at-12.13.57-PM.png" /> DEFINITION: Methods used: opportunity mapping, go-to-market hypothesisWith a validated card hypothesis the team mapped out go-to market opportunities. <img width="1369" height="600" width_o="1369" height_o="600" data-src="https://freight.cargo.site/t/original/i/7fe04ac71921e2f598e48d2c0d9a45df07cee4041873525bb0196c37fba61e5b/small.png" data-mid="137129302" border="0" src="https://freight.cargo.site/w/1000/i/7fe04ac71921e2f598e48d2c0d9a45df07cee4041873525bb0196c37fba61e5b/small.png" /> <img width="1839" height="829" width_o="1839" height_o="829" data-src="https://freight.cargo.site/t/original/i/1725e1eceefd72bd1c795ea08cc66858dd678586d3016fbc8b32227d89a0998c/horizon.png" data-mid="137129301" border="0" src="https://freight.cargo.site/w/1000/i/1725e1eceefd72bd1c795ea08cc66858dd678586d3016fbc8b32227d89a0998c/horizon.png" /> Uncovered Challenges <img width="2460" height="1376" width_o="2460" height_o="1376" data-src="https://freight.cargo.site/t/original/i/32325f07acba99109fc48d2bb74d2aef96638d710762cb80fcc0239d8e54b405/Screenshot-2023-03-13-at-1.35.13-PM.png" data-mid="171504030" border="0" src="https://freight.cargo.site/w/1000/i/32325f07acba99109fc48d2bb74d2aef96638d710762cb80fcc0239d8e54b405/Screenshot-2023-03-13-at-1.35.13-PM.png" /> New Rewards Platform The new redemption platorm meant the credit card needed to delay launching to market for a full-year to flush out the details of their new 3rd party integration. <img width="2482" height="1396" width_o="2482" height_o="1396" data-src="https://freight.cargo.site/t/original/i/b971c6804861efddb19ef79dcfb3d0894e5c29a0b8272fa5139166af899e17e0/Screenshot-2023-03-09-at-11.43.21-AM.png" data-mid="171504974" border="0" src="https://freight.cargo.site/w/1000/i/b971c6804861efddb19ef79dcfb3d0894e5c29a0b8272fa5139166af899e17e0/Screenshot-2023-03-09-at-11.43.21-AM.png" /> New Tech API&nbsp; Speculation of a new set of API’s to sit on top of the new tech stack meant more a solid foundation for future growth, but in the short-term delays to market.&nbsp; <img width="1946" height="1624" width_o="1946" height_o="1624" data-src="https://freight.cargo.site/t/original/i/6013a72602079db787c9a1df351469eb128ac0c617823dc5534b5efd43bc21fa/Screenshot-2023-03-13-at-2.09.52-PM.png" data-mid="171506972" border="0" src="https://freight.cargo.site/w/1000/i/6013a72602079db787c9a1df351469eb128ac0c617823dc5534b5efd43bc21fa/Screenshot-2023-03-13-at-2.09.52-PM.png" /> New Marketing PlatformIn order to send targets and legal messages to customer the entire credit card team had to relaunch a marketing platform. <img width="2844" height="1588" width_o="2844" height_o="1588" data-src="https://freight.cargo.site/t/original/i/a57e29e00ea1e2c9bbeb6bf04e25d7c60bc6bb291e8f2a5d96e731a07535aaef/Screenshot-2023-03-13-at-1.48.09-PM.png" data-mid="171505091" border="0" src="https://freight.cargo.site/w/1000/i/a57e29e00ea1e2c9bbeb6bf04e25d7c60bc6bb291e8f2a5d96e731a07535aaef/Screenshot-2023-03-13-at-1.48.09-PM.png" /> Reshuffling Credit Card PortfolioTo reduce the number of offerings and simplify the management on the cards. Refreshing of old cards mean they needed to be clear to not cannibalize and transition old card holders easily. Qual 2: Eagle Points Card Holders Background: Long-tenured, wealthy members over 30+ years with USAA&nbsp;Eagle Points card will be discontinued and want to ensure they won’t be mad and leave USAA Resarch Goals: Test affluent product recommendations from Qual 1 Understand if Eagle Points card holders will upgrade? any barriers? Test the As-Is member experience from Acquisition to Application Test value prop marketing content on As-Is Storefront Pages Members:A) 6 current member with a Eagle Points Card but low-usage ratesB) 6 current member with a Eagle Points Card card but dormat <img width="3074" height="1710" width_o="3074" height_o="1710" data-src="https://freight.cargo.site/t/original/i/c957a76a83e5aeca3a8f78dceebbd909c7664f6b1a0f2768e7be8b1090453f47/Screenshot-2023-03-13-at-2.50.01-PM.png" data-mid="171511812" border="0" src="https://freight.cargo.site/w/1000/i/c957a76a83e5aeca3a8f78dceebbd909c7664f6b1a0f2768e7be8b1090453f47/Screenshot-2023-03-13-at-2.50.01-PM.png" /> <img width="1853" height="1062" width_o="1853" height_o="1062" data-src="https://freight.cargo.site/t/original/i/758815e1f13ec1240e1009b22387a1caa2ea4414c25125f4ed18f989ac08026c/Screenshot-2023-03-13-at-2.13.16-PM.png" data-mid="171508344" border="0" src="https://freight.cargo.site/w/1000/i/758815e1f13ec1240e1009b22387a1caa2ea4414c25125f4ed18f989ac08026c/Screenshot-2023-03-13-at-2.13.16-PM.png" /> Invision link <img width="1851" height="1050" width_o="1851" height_o="1050" data-src="https://freight.cargo.site/t/original/i/7ed408ea85ac22f7bcec61bda9ffa74bbcb0d996370a2c0c55b30f847e633f36/Screenshot-2023-03-13-at-2.13.12-PM.png" data-mid="171508345" border="0" src="https://freight.cargo.site/w/1000/i/7ed408ea85ac22f7bcec61bda9ffa74bbcb0d996370a2c0c55b30f847e633f36/Screenshot-2023-03-13-at-2.13.12-PM.png" /> <img width="1843" height="1055" width_o="1843" height_o="1055" data-src="https://freight.cargo.site/t/original/i/22cd01bcf1c1f75fa036e15d9b7795462f113c045e696aec92e205e7a61d0774/Screenshot-2023-03-13-at-2.25.38-PM.png" data-mid="171508698" border="0" src="https://freight.cargo.site/w/1000/i/22cd01bcf1c1f75fa036e15d9b7795462f113c045e696aec92e205e7a61d0774/Screenshot-2023-03-13-at-2.25.38-PM.png" /> <img width="1894" height="1054" width_o="1894" height_o="1054" data-src="https://freight.cargo.site/t/original/i/223d3011ddfb13ede3252aafb7d9c21bb8592b477f9a2bd880431bc85eee948e/Screenshot-2023-03-13-at-2.44.52-PM.png" data-mid="171511278" border="0" src="https://freight.cargo.site/w/1000/i/223d3011ddfb13ede3252aafb7d9c21bb8592b477f9a2bd880431bc85eee948e/Screenshot-2023-03-13-at-2.44.52-PM.png" /> <img width="1863" height="1067" width_o="1863" height_o="1067" data-src="https://freight.cargo.site/t/original/i/44874216602de92e8c4f4c8854e29a78f552d828c1ee1fce2f2273198d2097d3/Screenshot-2023-03-13-at-2.25.02-PM.png" data-mid="171508612" border="0" src="https://freight.cargo.site/w/1000/i/44874216602de92e8c4f4c8854e29a78f552d828c1ee1fce2f2273198d2097d3/Screenshot-2023-03-13-at-2.25.02-PM.png" /> <img width="1868" height="1055" width_o="1868" height_o="1055" data-src="https://freight.cargo.site/t/original/i/fd8c73fcc8eec74ed3119d0a4c421ce9344d57af41cdbfcdb7e73697e299278c/Screenshot-2023-03-13-at-1.39.12-PM.png" data-mid="171509208" border="0" src="https://freight.cargo.site/w/1000/i/fd8c73fcc8eec74ed3119d0a4c421ce9344d57af41cdbfcdb7e73697e299278c/Screenshot-2023-03-13-at-1.39.12-PM.png" /> <img width="1847" height="1054" width_o="1847" height_o="1054" data-src="https://freight.cargo.site/t/original/i/50e49195e43f6c3732622a8e8d663dd91fa9493e5cfc5589b6a2ae7e669d6fc7/Screenshot-2023-03-13-at-1.39.17-PM.png" data-mid="171512194" border="0" src="https://freight.cargo.site/w/1000/i/50e49195e43f6c3732622a8e8d663dd91fa9493e5cfc5589b6a2ae7e669d6fc7/Screenshot-2023-03-13-at-1.39.17-PM.png" /> <img width="1862" height="914" width_o="1862" height_o="914" data-src="https://freight.cargo.site/t/original/i/cf0926087defc753869dec6663260f736dd0893daf0301966e5479feeb5a4dc0/Screenshot-2023-03-13-at-2.52.39-PM.png" data-mid="171512067" border="0" src="https://freight.cargo.site/w/1000/i/cf0926087defc753869dec6663260f736dd0893daf0301966e5479feeb5a4dc0/Screenshot-2023-03-13-at-2.52.39-PM.png" /> Success measures in 2023: 10,000 new acquisitions Card set to launch in Q2/Q3 2023 MY ROLE: I was a lead design strategist on the project from analyzing quant/quant research, facilitating design thinking workshops, conducting member research, defining insights and opportunities and follow-up evaluative research. KEY LEARNINGS:Design strategy is where design gets it’s highest return on investment. The return is 100x the further design is a part of the strategy vs. at the pixel where the return is 2x.Design strategy is the speculative arm of the business. Large enterprises can eliminate or reduce the guess from design strategist.Quality design strategy breeds recommendations of more design work from our partners — “hey you should talk with design about your effort, they can help you talk with members and give you product direction.” https://timjwhite.com/USAA-Balance-Transfer Tue, 08 Mar 2022 03:34:24 +0000 Tim J White https://timjwhite.com/USAA-Balance-Transfer USAA: Credit Card Balance Transfer <img width="1147" height="732" width_o="1147" height_o="732" data-src="https://freight.cargo.site/t/original/i/1cc69e880b2123410a5a5dbafc8cd798030ac27d61945d91080799793545756e/BalanceTransfer00000-1-1.png" data-mid="176646025" border="0" src="https://freight.cargo.site/w/1000/i/1cc69e880b2123410a5a5dbafc8cd798030ac27d61945d91080799793545756e/BalanceTransfer00000-1-1.png" /> PROJECT OVERVIEWAfter years focused on compliance, I led the re-design of the Balance Transfer experience to help members pay their credit card debts faster and drive portfolio revenue. How might we ... re-focus a quick “lift and shift” to improving the member experience? MY IMPACT$XM increase in revenue in first quarter&nbsp;I saved $400k in development costs by driving the adoption of the new Design Language Syst Why Balance Transfer? With a portfolio losing $1B over a 3 year period, the company was in dire need to produce revenue.&nbsp; Historically, Balance Transfer provide a means to shift ones credit card from another high-interest card to a low-interest card. This is good business for USAA because it enables them to increase average monthly spend per customer. The ChallengeAtrophied product muscles, old design language and lack of dev resources created churn in speed to market. The business partners simply wanted to modernize the existing card portfolio without any improvements to the experience. What I DidDISCOVERY ︎ DEFINITION ︎ DESIGN ︎ DEVELOP/RELEASE/EXTEND DISCOVERY = 10 weeksIn practicing human-centered product development, I conducted just enough research with customers on the existing experience. &nbsp; Includes: Usability Testing, Competitive Research The current experience was turned off due to compliance issues. The existing experience was on-track to be two design languages behind where it should be.<img width="1924" height="1752" width_o="1924" height_o="1752" data-src="https://freight.cargo.site/t/original/i/e67f72297a9b17e9929eaa7d3ab31c8d85fe1e687f994469d227127dc70b2e23/Screen-Shot-2022-04-20-at-4.28.19-PM.png" data-mid="176645396" border="0" src="https://freight.cargo.site/w/1000/i/e67f72297a9b17e9929eaa7d3ab31c8d85fe1e687f994469d227127dc70b2e23/Screen-Shot-2022-04-20-at-4.28.19-PM.png" /> Due to the delay in speed to market, we tested with the interim design language that was set to be 1 language too late. <img width="1570" height="1750" width_o="1570" height_o="1750" data-src="https://freight.cargo.site/t/original/i/d8fedea8ece699890f7fe1b3edc85b7104c0a234526cc941eae4ef3141de5aae/Screen-Shot-2022-04-25-at-8.14.53-PM-original.png" data-mid="176644985" border="0" src="https://freight.cargo.site/w/1000/i/d8fedea8ece699890f7fe1b3edc85b7104c0a234526cc941eae4ef3141de5aae/Screen-Shot-2022-04-25-at-8.14.53-PM-original.png" /><img width="3680" height="2234" width_o="3680" height_o="2234" data-src="https://freight.cargo.site/t/original/i/ec0d4d052619e94279d54d28783861432f67f8055a263b319276d1c8923f3348/Screenshot-2023-04-25-at-12.28.32-PM.png" data-mid="176645098" border="0" src="https://freight.cargo.site/w/1000/i/ec0d4d052619e94279d54d28783861432f67f8055a263b319276d1c8923f3348/Screenshot-2023-04-25-at-12.28.32-PM.png" /> I conducted Usability Tests with existing customers with a high-balance and those who had previously conducted balance transfers. Invision:&nbsp;https://eagle.invisionapp.com/share/KFEJNMR4AE5#/screens/264801841 <img width="547" height="706" width_o="547" height_o="706" data-src="https://freight.cargo.site/t/original/i/2eef064b36c246277e0fc9e6c1dd7ed7a7951aac68135b8123b10cd28f8f0000/Screen-Shot-2022-04-25-at-8.19-1.png" data-mid="176646134" border="0" src="https://freight.cargo.site/w/547/i/2eef064b36c246277e0fc9e6c1dd7ed7a7951aac68135b8123b10cd28f8f0000/Screen-Shot-2022-04-25-at-8.19-1.png" /> <img width="1896" height="1058" width_o="1896" height_o="1058" data-src="https://freight.cargo.site/t/original/i/c552b58c13b0dc68304af4bb8b40feeaa15783f9561e5a398f76cbad31094981/Screenshot-2023-04-25-at-1.04.40-PM.png" data-mid="176648811" border="0" src="https://freight.cargo.site/w/1000/i/c552b58c13b0dc68304af4bb8b40feeaa15783f9561e5a398f76cbad31094981/Screenshot-2023-04-25-at-1.04.40-PM.png" /> <img width="1215" height="681" width_o="1215" height_o="681" data-src="https://freight.cargo.site/t/original/i/0cbde631dce14976ea83621aa63ed8bcedc16cff0444a1c810d8b1fb6016e712/Screen-Shot-2022-04-20-at-4.52-1.png" data-mid="176647673" border="0" src="https://freight.cargo.site/w/1000/i/0cbde631dce14976ea83621aa63ed8bcedc16cff0444a1c810d8b1fb6016e712/Screen-Shot-2022-04-20-at-4.52-1.png" /><img width="1215" height="684" width_o="1215" height_o="684" data-src="https://freight.cargo.site/t/original/i/e44781ab60c33e95027fd1168e191534627b475263530c4a944e32deda4d8324/Screen-Shot-2022-04-20-at-4.42-1.png" data-mid="176646066" border="0" src="https://freight.cargo.site/w/1000/i/e44781ab60c33e95027fd1168e191534627b475263530c4a944e32deda4d8324/Screen-Shot-2022-04-20-at-4.42-1.png" /> <img width="1233" height="707" width_o="1233" height_o="707" data-src="https://freight.cargo.site/t/original/i/97805f9decda2a7751c92fa683ac8af42e804bf2bca153c8b8a6d5e77abdac81/Screen-Shot-2022-04-25-at-5.12.png" data-mid="176647784" border="0" src="https://freight.cargo.site/w/1000/i/97805f9decda2a7751c92fa683ac8af42e804bf2bca153c8b8a6d5e77abdac81/Screen-Shot-2022-04-25-at-5.12.png" /><img width="1244" height="654" width_o="1244" height_o="654" data-src="https://freight.cargo.site/t/original/i/182268c30c7a48da31eeb5cab46345cfd7cc7da3332ed38acba84b694aa956ea/Screen-Shot-2022-04-25-at-5.08.png" data-mid="176647787" border="0" src="https://freight.cargo.site/w/1000/i/182268c30c7a48da31eeb5cab46345cfd7cc7da3332ed38acba84b694aa956ea/Screen-Shot-2022-04-25-at-5.08.png" /> DEFINITION = 6 weeksDefine what was possible for MVP release. <img width="1310" height="1074" width_o="1310" height_o="1074" data-src="https://freight.cargo.site/t/original/i/f45827f466d3cd61330c3fb0686fd8c545a7eff751bc4dec34cf231aebfb0a91/Screenshot-2023-04-25-at-12.44.56-PM.png" data-mid="176646690" border="0" src="https://freight.cargo.site/w/1000/i/f45827f466d3cd61330c3fb0686fd8c545a7eff751bc4dec34cf231aebfb0a91/Screenshot-2023-04-25-at-12.44.56-PM.png" /> <img width="1630" height="1192" width_o="1630" height_o="1192" data-src="https://freight.cargo.site/t/original/i/afa62d9be7ec9c2928c141996e22a0a09d9f38fbe00f45c572c5d20fe95a9ba8/Screen-Shot-2022-04-20-at-3.20.33-PM.png" data-mid="176646409" border="0" src="https://freight.cargo.site/w/1000/i/afa62d9be7ec9c2928c141996e22a0a09d9f38fbe00f45c572c5d20fe95a9ba8/Screen-Shot-2022-04-20-at-3.20.33-PM.png" /> <img width="656" height="728" width_o="656" height_o="728" data-src="https://freight.cargo.site/t/original/i/39c1602f7321bebd56fab241d7af42cc9c640ee093f44b86b009f48d5b3906e7/Screen-Shot-2022-04-20-at-3.27.37-PM.png" data-mid="176646416" border="0" src="https://freight.cargo.site/w/656/i/39c1602f7321bebd56fab241d7af42cc9c640ee093f44b86b009f48d5b3906e7/Screen-Shot-2022-04-20-at-3.27.37-PM.png" /> <img width="1824" height="624" width_o="1824" height_o="624" data-src="https://freight.cargo.site/t/original/i/cad5aedc824f618118dba9f8d486967f2e7bbeef1b464e21dbf85e54efe44810/Screen-Shot-2022-04-20-at-3.20.54-PM.png" data-mid="176646844" border="0" src="https://freight.cargo.site/w/1000/i/cad5aedc824f618118dba9f8d486967f2e7bbeef1b464e21dbf85e54efe44810/Screen-Shot-2022-04-20-at-3.20.54-PM.png" /><img width="1818" height="1158" width_o="1818" height_o="1158" data-src="https://freight.cargo.site/t/original/i/07022d9d42edae3fed8f0613bdd27e5ae91b6820e26b17a8b71e455341671234/Screen-Shot-2022-04-20-at-3.33.37-PM.png" data-mid="176646421" border="0" src="https://freight.cargo.site/w/1000/i/07022d9d42edae3fed8f0613bdd27e5ae91b6820e26b17a8b71e455341671234/Screen-Shot-2022-04-20-at-3.33.37-PM.png" /> <img width="1702" height="1324" width_o="1702" height_o="1324" data-src="https://freight.cargo.site/t/original/i/531be511658fe54d084cf12c00414d36cbced6e9253bc62948f36a3f7b918366/Screen-Shot-2022-04-20-at-3.22.09-PM.png" data-mid="176646414" border="0" src="https://freight.cargo.site/w/1000/i/531be511658fe54d084cf12c00414d36cbced6e9253bc62948f36a3f7b918366/Screen-Shot-2022-04-20-at-3.22.09-PM.png" /> <img width="2080" height="1162" width_o="2080" height_o="1162" data-src="https://freight.cargo.site/t/original/i/81bbe7fa826db812f55d12661550180d60b8ee9b30850e1360f0bed5c35d2cbf/Screen-Shot-2022-04-20-at-3.22.27-PM.png" data-mid="176646415" border="0" src="https://freight.cargo.site/w/1000/i/81bbe7fa826db812f55d12661550180d60b8ee9b30850e1360f0bed5c35d2cbf/Screen-Shot-2022-04-20-at-3.22.27-PM.png" /> <img width="1886" height="1268" width_o="1886" height_o="1268" data-src="https://freight.cargo.site/t/original/i/47307f76de1113089eadaac643f1f9e9b3cb7fa101ea9b534734e9db19a7e3f3/Screen-Shot-2022-04-20-at-3.31.00-PM.png" data-mid="176646417" border="0" src="https://freight.cargo.site/w/1000/i/47307f76de1113089eadaac643f1f9e9b3cb7fa101ea9b534734e9db19a7e3f3/Screen-Shot-2022-04-20-at-3.31.00-PM.png" /> <img width="1952" height="1264" width_o="1952" height_o="1264" data-src="https://freight.cargo.site/t/original/i/4eddff49f8417d6b2057023e8d29dedf4f358f813a83c8f67b5b29405a566ed0/Screen-Shot-2022-04-20-at-3.31.10-PM.png" data-mid="176646419" border="0" src="https://freight.cargo.site/w/1000/i/4eddff49f8417d6b2057023e8d29dedf4f358f813a83c8f67b5b29405a566ed0/Screen-Shot-2022-04-20-at-3.31.10-PM.png" /> <img width="1168" height="1196" width_o="1168" height_o="1196" data-src="https://freight.cargo.site/t/original/i/5360c4280c2fa497c545cfb6703c00bdf1931177f7ff29c1c57cad7fb1a10838/Screen-Shot-2022-04-20-at-3.31.59-PM.png" data-mid="176646420" border="0" src="https://freight.cargo.site/w/1000/i/5360c4280c2fa497c545cfb6703c00bdf1931177f7ff29c1c57cad7fb1a10838/Screen-Shot-2022-04-20-at-3.31.59-PM.png" /> DESIGN = 4 weeksInfuse insights into the detailed designs.&nbsp;<img width="1708" height="1750" width_o="1708" height_o="1750" data-src="https://freight.cargo.site/t/original/i/1dfa6b80c97b7f22f98abd15fac352b3ca7300021c47a7815c90fbf681d6a8e4/Screen-Shot-2022-04-26-at-9.51.16-PM.png" data-mid="176647952" border="0" src="https://freight.cargo.site/w/1000/i/1dfa6b80c97b7f22f98abd15fac352b3ca7300021c47a7815c90fbf681d6a8e4/Screen-Shot-2022-04-26-at-9.51.16-PM.png" /> Describe the value of moving to the new Design Language System. <img width="1910" height="1074" width_o="1910" height_o="1074" data-src="https://freight.cargo.site/t/original/i/d94b349ee9b87b8edaf19c8e14e52d0d420b2b9cf9288af594f8e73fb803fb39/Screenshot-2023-04-25-at-12.44.48-PM.png" data-mid="176648970" border="0" src="https://freight.cargo.site/w/1000/i/d94b349ee9b87b8edaf19c8e14e52d0d420b2b9cf9288af594f8e73fb803fb39/Screenshot-2023-04-25-at-12.44.48-PM.png" /> <img width="1910" height="1072" width_o="1910" height_o="1072" data-src="https://freight.cargo.site/t/original/i/48110a010fed4854f3fd05218812a8c9de4ae7f31674ab89caea9e20b004c691/Screenshot-2023-04-25-at-12.44.39-PM.png" data-mid="176648971" border="0" src="https://freight.cargo.site/w/1000/i/48110a010fed4854f3fd05218812a8c9de4ae7f31674ab89caea9e20b004c691/Screenshot-2023-04-25-at-12.44.39-PM.png" /> <img width="1912" height="1076" width_o="1912" height_o="1076" data-src="https://freight.cargo.site/t/original/i/a8e2a0ca73a43c40bf8de820467546eda28d9ade3531a435ad45750f1d6c67e1/Screenshot-2023-04-25-at-1.03.58-PM.png" data-mid="176648799" border="0" src="https://freight.cargo.site/w/1000/i/a8e2a0ca73a43c40bf8de820467546eda28d9ade3531a435ad45750f1d6c67e1/Screenshot-2023-04-25-at-1.03.58-PM.png" /> DEVELOPMENT/DELIVERY = 20 weeksLaunching to market. <img width="3680" height="2234" width_o="3680" height_o="2234" data-src="https://freight.cargo.site/t/original/i/109c1a3a3972e1d65c0901114e70b376bdd945f674eda4720777a183574381b5/Screenshot-2023-04-25-at-1.14.27-PM.png" data-mid="176650018" border="0" src="https://freight.cargo.site/w/1000/i/109c1a3a3972e1d65c0901114e70b376bdd945f674eda4720777a183574381b5/Screenshot-2023-04-25-at-1.14.27-PM.png" /><img width="3680" height="2234" width_o="3680" height_o="2234" data-src="https://freight.cargo.site/t/original/i/1c0af04c2c9558ff9089e63f808a07ce40d701395ebbc652f6d2f0b170538316/Screenshot-2023-04-25-at-1.14.49-PM.png" data-mid="176650047" border="0" src="https://freight.cargo.site/w/1000/i/1c0af04c2c9558ff9089e63f808a07ce40d701395ebbc652f6d2f0b170538316/Screenshot-2023-04-25-at-1.14.49-PM.png" /> https://timjwhite.com/IBM-Data-Lake Tue, 01 Sep 2020 03:46:57 +0000 Tim J White https://timjwhite.com/IBM-Data-Lake IBM Data Lake A data management hub that guides data scientists and business analysts to meet their Big Data needs; driving new insights through a suite of analytic products (like IBM Dataworks Lift) from a connection of APIs. Learn more about IBM Data Lake. WHAT DOES IT LOOK LIKE: <img width="1479" height="1273" width_o="1479" height_o="1273" data-src="https://freight.cargo.site/t/original/i/c8b7659704ef6d6e1cbd2b587b55dc6926d0add1f4e21d8235575dac51ad87fe/tim-Dash-3.png" data-mid="100185376" border="0" src="https://freight.cargo.site/w/1000/i/c8b7659704ef6d6e1cbd2b587b55dc6926d0add1f4e21d8235575dac51ad87fe/tim-Dash-3.png" /><img width="1479" height="1156" width_o="1479" height_o="1156" data-src="https://freight.cargo.site/t/original/i/56ae6b96804a24084b4d6708a8e9ead1b86e6d03a0de3e008f83312840803e1a/data-set2.png" data-mid="100186509" border="0" src="https://freight.cargo.site/w/1000/i/56ae6b96804a24084b4d6708a8e9ead1b86e6d03a0de3e008f83312840803e1a/data-set2.png" /> WHY IBM DATA LAKE?Enterprise businesses sit on millions of data points about their customer’s behaviors, spending habits, personal information, etc. Without a manner to analyze these ‘Big Data’ points, companies miss the ability to translate data to quality experiences that drive customer loyalty and an increase in revenue.&nbsp; CHALLENGES THAT EXISTED:Newly aquired Softlayer needed to be integrated into the platformNew, distributed team: Product in Boston, Design in Austin and IT in GermanyDesign team was brand new to the subject of Big DataBehavioral personas being created in tandem with prototypesBrand new IBM Analytics Design Language SystemOUR PROBLEM TO SOLVE: How might we ... design an MVE that meets the core needs of data scientists while delivering before IBM Think Conference? OUR PROCESS:Design Research ︎ Design Strategy ︎ Wireframes ︎ ︎ High-Fidelity Visuals&nbsp; &nbsp; 👨‍👨‍👧‍👦 Design Research&nbsp; THE PRACTICE OF DESIGN RESEARCH AT IBM:Designing great products starts with a deep understanding that: although you may have deep expertise in your domain — you are NOT your user. IBM Design Research reinforced this notion along with establishing design research principles and best practices to guide product &amp; service teams. <img width="3104" height="1870" width_o="3104" height_o="1870" data-src="https://freight.cargo.site/t/original/i/43ae7c00ad0d388da791ca4778207cff28f5499f96a57655662a9ae7c6cf3c6c/Screen-Shot-2017-04-13-at-12.48.02-PM.png" data-mid="99901901" border="0" src="https://freight.cargo.site/w/1000/i/43ae7c00ad0d388da791ca4778207cff28f5499f96a57655662a9ae7c6cf3c6c/Screen-Shot-2017-04-13-at-12.48.02-PM.png" /> While we must know our users and their behaviors, it’s important to note that teams will never have 100% knowledge of their user before they release a product into market. You will always carry tension of ... “do we have ‘just enough research’ to make an informed business decisions”? <img width="733" height="492" width_o="733" height_o="492" data-src="https://freight.cargo.site/t/original/i/b951884884363b1e546fcb3082319b5f43cf9197e39f19a30e9f5f9afbd97f2f/human-needs-copy-15.png" data-mid="100161847" border="0" src="https://freight.cargo.site/w/733/i/b951884884363b1e546fcb3082319b5f43cf9197e39f19a30e9f5f9afbd97f2f/human-needs-copy-15.png" /><img width="1350" height="1192" width_o="1350" height_o="1192" data-src="https://freight.cargo.site/t/original/i/90022a32230b117bd7b9fdfc88ca227f28b38b99cf06129a719ca06684a6bb39/hello-2.png" data-mid="99911812" border="0" src="https://freight.cargo.site/w/1000/i/90022a32230b117bd7b9fdfc88ca227f28b38b99cf06129a719ca06684a6bb39/hello-2.png" /> Depending on the phase of work, teams will conduct research to better understand their users IBM ANALYTICS | PERSONAS:Our teammate Viriginia Honig did the lionshare of the research with our target users, creating reports and shareouts to help the UX/UI team develop more empathy for those that would use our product.<img width="1021" height="595" width_o="1021" height_o="595" data-src="https://freight.cargo.site/t/original/i/d4a797edd6c331721eb7128baa817c67b4d3fd627d70438789c4d6044f73ea4d/human-needs-copy-16.png" data-mid="100155762" border="0" src="https://freight.cargo.site/w/1000/i/d4a797edd6c331721eb7128baa817c67b4d3fd627d70438789c4d6044f73ea4d/human-needs-copy-16.png" /><img width="1289" height="741" width_o="1289" height_o="741" data-src="https://freight.cargo.site/t/original/i/4890732df2aa84bebd79bec274000ec47f10e33dc0968b29822099a3389d9c64/human-needs-copy-5.png" data-mid="100155763" border="0" src="https://freight.cargo.site/w/1000/i/4890732df2aa84bebd79bec274000ec47f10e33dc0968b29822099a3389d9c64/human-needs-copy-5.png" /><img width="1289" height="741" width_o="1289" height_o="741" data-src="https://freight.cargo.site/t/original/i/bf8ba359da8337e2af7337315da8b1b83d2f4710fe0e50064d295f492a6c52ba/human-needs-copy-14.png" data-mid="100155764" border="0" src="https://freight.cargo.site/w/1000/i/bf8ba359da8337e2af7337315da8b1b83d2f4710fe0e50064d295f492a6c52ba/human-needs-copy-14.png" /> 🎯 Design Strategy In true Agile form, our team was not only designing the data management hub, but also experiences that could feed as an API into the hub. To inform our strategy, we held a workshop to align on the As-Is, To-Be and Roadmap of the experience ... leveraging behavioral personas from Virginia. We also surfaced risky unknowns and assumptions to ensure we prioritized the most important areas to reduced the risk of being wrong. <img width="2572" height="1422" width_o="2572" height_o="1422" data-src="https://freight.cargo.site/t/original/i/f096b4218f2e59aded8abac426698307f5be3dd4f1e8fadfc52e487b4712d537/Screen-Shot-2021-02-23-at-3.12.31-PM.png" data-mid="99912225" border="0" src="https://freight.cargo.site/w/1000/i/f096b4218f2e59aded8abac426698307f5be3dd4f1e8fadfc52e487b4712d537/Screen-Shot-2021-02-23-at-3.12.31-PM.png" /> <img width="1550" height="1088" width_o="1550" height_o="1088" data-src="https://freight.cargo.site/t/original/i/e10aad13a6f9d89d7bc333f5538c593baad57ca79e69ae15bfdd36c8c0361dbb/roadmap.jpg" data-mid="100162532" border="0" src="https://freight.cargo.site/w/1000/i/e10aad13a6f9d89d7bc333f5538c593baad57ca79e69ae15bfdd36c8c0361dbb/roadmap.jpg" />🙆🏻‍♂️: James Lewis &amp; John Howrey faciliating the workshop <img width="1233" height="652" width_o="1233" height_o="652" data-src="https://freight.cargo.site/t/original/i/80e00c9d94e2beca990f7f3050603b1befb46f3e0571cc67a42966957d758301/data-migration.png" data-mid="100163094" border="0" src="https://freight.cargo.site/w/1000/i/80e00c9d94e2beca990f7f3050603b1befb46f3e0571cc67a42966957d758301/data-migration.png" />Reducing steps from As-Is to To-Be scenarios 🖼 WireframesOnce the design strategy was defined, our design team used rapid concepting and low-fidelity prototypes to explore how the&nbsp; experience would function.&nbsp; IBM DATAWORKS LIFT:<img width="1172" height="657" width_o="1172" height_o="657" data-src="https://freight.cargo.site/t/original/i/a7ca568b3a6964b273dc8ce3e3d1cc0ff0e3f6d126ffb41a5c86fef2912d5cb4/data-migration-copy-2.png" data-mid="100171426" border="0" src="https://freight.cargo.site/w/1000/i/a7ca568b3a6964b273dc8ce3e3d1cc0ff0e3f6d126ffb41a5c86fef2912d5cb4/data-migration-copy-2.png" /><img width="1124" height="755" width_o="1124" height_o="755" data-src="https://freight.cargo.site/t/original/i/9cc6147a9e117f25fb814f8dac9ad8afea593179c570bd2606795864e8cf1ffd/data-migration-copy.png" data-mid="100171401" border="0" src="https://freight.cargo.site/w/1000/i/9cc6147a9e117f25fb814f8dac9ad8afea593179c570bd2606795864e8cf1ffd/data-migration-copy.png" />IBM DATA LAKE: <img width="1484" height="1156" width_o="1484" height_o="1156" data-src="https://freight.cargo.site/t/original/i/589f5c3fb1403e503fce0f0b5d3a032fcbd076fa8bb225b419178f0813dddf80/data-migration-copy-2.png" data-mid="100180550" border="0" src="https://freight.cargo.site/w/1000/i/589f5c3fb1403e503fce0f0b5d3a032fcbd076fa8bb225b419178f0813dddf80/data-migration-copy-2.png" /><img width="1495" height="2445" width_o="1495" height_o="2445" data-src="https://freight.cargo.site/t/original/i/c805feab0ad45a48eab4bf8f056a595f9ba9b8e88300bfb4a5cd4a1b1eacf411/data-migration-copy-2-tw.png" data-mid="100180571" border="0" src="https://freight.cargo.site/w/1000/i/c805feab0ad45a48eab4bf8f056a595f9ba9b8e88300bfb4a5cd4a1b1eacf411/data-migration-copy-2-tw.png" /> 🎨 High-Fidelity Visuals I designed 100’s of different variations to the Dataworks Lift experience before aligning on the solution that was in-step with IBM Analytics style guide. Additionally, we explored how the Data Lake would look and feel using repeatable design components. IBM DATAWORKS LIFT: <img width="798" height="548" width_o="798" height_o="548" data-src="https://freight.cargo.site/t/original/i/7b7380a876c2f2ef83cb8cac55823ceebfd833ca849fe20332bb8be387c88975/tim-Dash.png" data-mid="100181082" border="0" src="https://freight.cargo.site/w/798/i/7b7380a876c2f2ef83cb8cac55823ceebfd833ca849fe20332bb8be387c88975/tim-Dash.png" />IBM DATA LAKE: <img width="1479" height="1156" width_o="1479" height_o="1156" data-src="https://freight.cargo.site/t/original/i/f1fa9d021bf68da1813c556d60f3aab9cff4e9528367ea90d4b93dc451231974/data-set-5.png" data-mid="100186957" border="0" src="https://freight.cargo.site/w/1000/i/f1fa9d021bf68da1813c556d60f3aab9cff4e9528367ea90d4b93dc451231974/data-set-5.png" /><img width="1479" height="1156" width_o="1479" height_o="1156" data-src="https://freight.cargo.site/t/original/i/56ae6b96804a24084b4d6708a8e9ead1b86e6d03a0de3e008f83312840803e1a/data-set2.png" data-mid="100186509" border="0" src="https://freight.cargo.site/w/1000/i/56ae6b96804a24084b4d6708a8e9ead1b86e6d03a0de3e008f83312840803e1a/data-set2.png" /> <img width="1479" height="1386" width_o="1479" height_o="1386" data-src="https://freight.cargo.site/t/original/i/6cb3e45b04fca01435f4af3062328af06896616e753690cc9c8862697018b509/tim-Dash-4.png" data-mid="100185375" border="0" src="https://freight.cargo.site/w/1000/i/6cb3e45b04fca01435f4af3062328af06896616e753690cc9c8862697018b509/tim-Dash-4.png" /><img width="1479" height="1273" width_o="1479" height_o="1273" data-src="https://freight.cargo.site/t/original/i/c8b7659704ef6d6e1cbd2b587b55dc6926d0add1f4e21d8235575dac51ad87fe/tim-Dash-3.png" data-mid="100185376" border="0" src="https://freight.cargo.site/w/1000/i/c8b7659704ef6d6e1cbd2b587b55dc6926d0add1f4e21d8235575dac51ad87fe/tim-Dash-3.png" /><img width="1479" height="1273" width_o="1479" height_o="1273" data-src="https://freight.cargo.site/t/original/i/2c377e65420bbf925dfe48e7d950876a7857f8fb896d9fc37c181b04d1e5f831/tim-Dash-2.png" data-mid="100185377" border="0" src="https://freight.cargo.site/w/1000/i/2c377e65420bbf925dfe48e7d950876a7857f8fb896d9fc37c181b04d1e5f831/tim-Dash-2.png" /> MY ROLE: I was visual designer on the IBM Data Works &amp; IBM Data Lake from wireframes to hi-fidelity prototypes.&nbsp; ADDITIONAL CONTRIBUTORS: Research&nbsp;Leads: Virginia Honig &amp; Frances DiMare Research:&nbsp;Stella Lee, Alex Simmon, Tina Zeng, McKenzie Carlile, Michael Bush, Meghan Corbett, Nishita Muhnot UX: Russell Parrish, James Lewis&nbsp; Visual: Noelle Hoffman, Hala Shih, Tim White Design Manager: Ty Tyner&nbsp; Design Executive: Joe Meersman OUTCOMES: I left IBM during the development of the MVP, so I don’t have specific outcomes of the product&nbsp;︎ KEY LEARNINGS:Design team has to be in-step with research teammates. We wouldn’t see them for weeks and then would get a data dump.At IBM, visual designers often put lipstick on the pig. UX/Visual should be the same role — not seperate roles.A quality design producer is worth their weight in gold. There were no producers at IBM, which meant designers spent less time doing the things they brought the most value towards. https://timjwhite.com/USAA-Digital-Generative-Research Sun, 06 Sep 2020 23:27:20 +0000 Tim J White https://timjwhite.com/USAA-Digital-Generative-Research USAA Digital: Generative Research A research study within the Chief Design Office (CDO) — identifying where human-centered design criteria falls through the cracks in product development at USAA. This research fueled: USAA’s d:school: Bring Your Own Epic. Details are left out due to confidentiality. RESEARCH REPORT: <img width="3525" height="1988" width_o="3525" height_o="1988" data-src="https://freight.cargo.site/t/original/i/2f11c0283a0d3cdf257db73278d4935a5819c94be2eab70426b4b065e24f03a5/Bermuda3.jpg" data-mid="96072962" border="0" data-scale="78" src="https://freight.cargo.site/w/1000/i/2f11c0283a0d3cdf257db73278d4935a5819c94be2eab70426b4b065e24f03a5/Bermuda3.jpg" /> <img width="3525" height="1988" width_o="3525" height_o="1988" data-src="https://freight.cargo.site/t/original/i/c26c969b433c788e0e497cb9fec8b9d99ef7e78cb834c28b6220591deeb6f718/Bermuda32.jpg" data-mid="96073009" border="0" src="https://freight.cargo.site/w/1000/i/c26c969b433c788e0e497cb9fec8b9d99ef7e78cb834c28b6220591deeb6f718/Bermuda32.jpg" /> <img width="3525" height="1988" width_o="3525" height_o="1988" data-src="https://freight.cargo.site/t/original/i/dee4b4dd1dadabc596827b666dcc6c239317e6bb893653ab7af417f454f185e5/Bermuda33.jpg" data-mid="96073053" border="0" src="https://freight.cargo.site/w/1000/i/dee4b4dd1dadabc596827b666dcc6c239317e6bb893653ab7af417f454f185e5/Bermuda33.jpg" /> <img width="3525" height="1988" width_o="3525" height_o="1988" data-src="https://freight.cargo.site/t/original/i/5723b893d4a2ee122064290fb75e2188abd4c71f0b97d30f0332a6a4af81a497/Bermuda34.jpg" data-mid="96073054" border="0" src="https://freight.cargo.site/w/1000/i/5723b893d4a2ee122064290fb75e2188abd4c71f0b97d30f0332a6a4af81a497/Bermuda34.jpg" /> <img width="3525" height="1988" width_o="3525" height_o="1988" data-src="https://freight.cargo.site/t/original/i/d4c59fc78b3ada9bce7290641cb2077ea71b8b99b9b27c04a54c94071f9d82f3/Bermuda36.jpg" data-mid="96073075" border="0" src="https://freight.cargo.site/w/1000/i/d4c59fc78b3ada9bce7290641cb2077ea71b8b99b9b27c04a54c94071f9d82f3/Bermuda36.jpg" /> WHY THIS RESEARCH STUDY?After creating a program to teach Product Managers the core tenants of design thinking, our team built on our offering to create a “team session”. Having launched efforts at IBM Design, our team had a strong hypothesis that a “team session” would work, but held many assumptions on&nbsp;how. CHALLENGES WE ENCOUNTERED: Multiple initiatives (SAFe, HCD, Adaptive Planning and Disciplined Execution) created ‘ways of working’ noiseHuman-centered decision making not evident in productsAn outdated understanding of design = is only visual design&nbsp; PROBLEM TO SOLVE: How might we ... identify where human-centered product development falls through the cracks while reducing ways of working noise?IMPACT:This report influenced Enterprise Executives 2020 corporate strategy on Cross-Functional Teaming, impacting 5,000+ employees.This report influenced CDO Leaders 2020 strategic focus on Integration ... “we are more than champions of Design. We will create new expectations of cross-functional teaming and partnership”, impacting 300+ employees.This report provided focus and fuel for Bring Your Own Epic (USAA’s d:school) that launched in July 2019. MY PROCESS:Exploratory Research ︎ Generative Research&nbsp; ︎&nbsp; Synthesis&nbsp; ︎&nbsp; Storytelling 🎤 Exploratory ResearchWe conducted a short sprint with CDO Directors and Producers, allowing us to tighten our focus, align on the right target segment and additional data to triangulate.Sample Discussion Guide: Describe a day when you felt fulfilled and were delivering value.Co-design: who makes decisions impacting your work? who sets success metrics or milestones?Co-design: sketch a project from beginning to end Methods used: • interviews • co-design <img width="6000" height="4000" width_o="6000" height_o="4000" data-src="https://freight.cargo.site/t/original/i/d20d8cef4d9aff02664a616b455f7e42a65d5eedc5a69cc14e848fe04465dd8c/1610482763655.jpg" data-mid="94870993" border="0" src="https://freight.cargo.site/w/1000/i/d20d8cef4d9aff02664a616b455f7e42a65d5eedc5a69cc14e848fe04465dd8c/1610482763655.jpg" /><img width="1500" height="703" width_o="1500" height_o="703" data-src="https://freight.cargo.site/t/original/i/0e196d4685ee379855e715a5a36fc8e0554df0f7c13b8b295ba3f343b19fb010/Stakeholder-Map2.jpg" data-mid="95241906" border="0" src="https://freight.cargo.site/w/1000/i/0e196d4685ee379855e715a5a36fc8e0554df0f7c13b8b295ba3f343b19fb010/Stakeholder-Map2.jpg" /> Exporatory research enabled us to go wide on the problem space. <img width="3744" height="2808" width_o="3744" height_o="2808" data-src="https://freight.cargo.site/t/original/i/d42842f841c2bca3d33c63301449dc33518253840dacead56fa4ff7572688a3f/1610482618380-1.jpg" data-mid="94883269" border="0" src="https://freight.cargo.site/w/1000/i/d42842f841c2bca3d33c63301449dc33518253840dacead56fa4ff7572688a3f/1610482618380-1.jpg" />Stakeholder maps helped us understand who works with design and their relationships Q: Why conduct interviews ... can’t you just send out a survey? A: Focus groups and surveys, while they have their place, don’t lead to break through ideas. With our team launching a new offering, we needed to be steeped in the nuanced needs of employees at USAA – not just develop a carbon copy program from another company. Q: What is exploratory research? A: It begs to answer the question: “what is the research we should do next that will help our team generate lots and lots of ideas”. 🎤 Generative ResearchOnce we reduced our riskiest unknowns about who to talk to &amp; what to talk to them about, we could&nbsp;now take a deeper-dive talking to CDO’s IT partners.We observed the behaviors of our participants within their work environment and used physical artifacts as prompts for conversation and learning. We used sketching to represent how they approach problem solving, who they collaborate with and the type of workflows in their day-to-day jobs. Methods used: • research plan, discussion guide• contextual inquiry• mind mapping • user-journey mapping • think-aloud <img width="1041" height="1054" width_o="1041" height_o="1054" data-src="https://freight.cargo.site/t/original/i/9162ff1a8478288803acbb9017a54307c2ccc822e37680e17bf8790f528611ee/anatomy-4.png" data-mid="95244888" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/9162ff1a8478288803acbb9017a54307c2ccc822e37680e17bf8790f528611ee/anatomy-4.png" />Diverse-perspectives was key in defining our initial research plan. <img width="1500" height="743" width_o="1500" height_o="743" data-src="https://freight.cargo.site/t/original/i/252e5b252c113a224f902f0303c5d89169e4b14884f70eb27e451545bb06450a/Mel_Interview.-2.jpg" data-mid="95246002" border="0" src="https://freight.cargo.site/w/1000/i/252e5b252c113a224f902f0303c5d89169e4b14884f70eb27e451545bb06450a/Mel_Interview.-2.jpg" /> <img width="1500" height="741" width_o="1500" height_o="741" data-src="https://freight.cargo.site/t/original/i/11183add851db9993202d6c3f74674a0e723a5b3bfc9076355c2ba9c6c839ca8/Mel-Interview---3.jpg" data-mid="95246335" border="0" src="https://freight.cargo.site/w/1000/i/11183add851db9993202d6c3f74674a0e723a5b3bfc9076355c2ba9c6c839ca8/Mel-Interview---3.jpg" /> Co-designing with a mixture of methods helped facilitate more engaged and comfortable conversations.&nbsp; <img width="1542" height="1015" width_o="1542" height_o="1015" data-src="https://freight.cargo.site/t/original/i/3707520fbe1ed03164d8f526ac10d9ccac7bb72f2abf4ef0cc1a863668376196/6_Steve--Mental-Model-2.png" data-mid="95246754" border="0" src="https://freight.cargo.site/w/1000/i/3707520fbe1ed03164d8f526ac10d9ccac7bb72f2abf4ef0cc1a863668376196/6_Steve--Mental-Model-2.png" /><img width="1542" height="1015" width_o="1542" height_o="1015" data-src="https://freight.cargo.site/t/original/i/dc5d73c5526b44f9bae278c8410ae4bca57400816d619e2175089feb48c3d0e1/Michael-JourneyMap.png" data-mid="95246936" border="0" src="https://freight.cargo.site/w/1000/i/dc5d73c5526b44f9bae278c8410ae4bca57400816d619e2175089feb48c3d0e1/Michael-JourneyMap.png" /> Mental models &amp; journey maps helped us understand what people do and why they do it. <img width="1035" height="848" width_o="1035" height_o="848" data-src="https://freight.cargo.site/t/original/i/46aaee553d769b0fd1691799546801852f99367a67f6d927065e057ee69d9432/Interview_Debrief_Guide.png" data-mid="95249244" border="0" data-scale="71" src="https://freight.cargo.site/w/1000/i/46aaee553d769b0fd1691799546801852f99367a67f6d927065e057ee69d9432/Interview_Debrief_Guide.png" />Debrief guide ensure teams begin to mindmeld heading into synthesis. Q: So what is generative research then? A: It provides an opportunity for the product team to dig even deeper with target users to learn their feelings, dreams, needs and desires, in order to later develop data-rich concepts. 📝 Synthesis &nbsp;After conducting 11 interviews our team transcribed interviews word-for-word to implant the raw data into our hearts &amp; minds. Next, we made observations, themes and insights by triangulating data from&nbsp; exploratory research, generative research and other industry standards, with the goal of making connections with disparate information.&nbsp;A few challenges common during synthesis is staying grounded in your initial research objectives&nbsp; 🕳 🐇 and making sure you are identifying insights that are more than “common knowledge”. Methods used: • affinity diagramming• triangulation <img width="1279" height="573" width_o="1279" height_o="573" data-src="https://freight.cargo.site/t/original/i/a1342afc925f860d7b5baa33d4cfeae024f40067f06f33827888c7aa608e7306/Concepts2.png" data-mid="96019976" border="0" src="https://freight.cargo.site/w/1000/i/a1342afc925f860d7b5baa33d4cfeae024f40067f06f33827888c7aa608e7306/Concepts2.png" />Bottom’s up analysis inspired by&nbsp;ac4d. We immersed ourselves in the qualitative data for ~2 weeks — undistracted. Synthesis — the key link between problem finding and problem solving. - Jon Kolko <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/e6f0b954bd6038cd634584ff37b3ca231b4b5a511ae6bedb188bf18306a4a441/IMG_1325.JPG" data-mid="95117250" border="0" src="https://freight.cargo.site/w/1000/i/e6f0b954bd6038cd634584ff37b3ca231b4b5a511ae6bedb188bf18306a4a441/IMG_1325.JPG" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/814e78144e1c0611366159ab0da5f2304887ec831e36f454c20227cf02ab6ab4/IMG_1316.JPG" data-mid="95117796" border="0" src="https://freight.cargo.site/w/1000/i/814e78144e1c0611366159ab0da5f2304887ec831e36f454c20227cf02ab6ab4/IMG_1316.JPG" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/50add5da320fc18c897ee007402b0f039df7c7f841ba9fba6d92244c38f3ac6f/IMG_1320.JPG" data-mid="95117797" border="0" src="https://freight.cargo.site/w/1000/i/50add5da320fc18c897ee007402b0f039df7c7f841ba9fba6d92244c38f3ac6f/IMG_1320.JPG" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/84ca2dacea53f359b87698aa610dff51b7c5e6a71f2d662327cde4d68b75e566/IMG_1323.JPG" data-mid="95118695" border="0" src="https://freight.cargo.site/w/1000/i/84ca2dacea53f359b87698aa610dff51b7c5e6a71f2d662327cde4d68b75e566/IMG_1323.JPG" /> Getting feedback on our insights from design partners. 🎭 StorytellingOnce insights were complete, we threaded a narrative to really make them stick —&nbsp;designers often make the mistake of presenting insights without any storyline or hook. We had several metaphors that summarizing how churn occured between cross-functional teams ... but the Bermuda Triangle perfectly described the invisible tension between IT, business and design. A simple napkin sketch from an early interview turned out to be the driving narrative we would thread with our insights to transfer the empathy we had gained to other colleagues across USAA.&nbsp; Methods used: • mood boards <img width="2901" height="3918" width_o="2901" height_o="3918" data-src="https://freight.cargo.site/t/original/i/9bcea678eab3386fe3c4e3cf438b61d0f95090d774898d659d40a5fc7d9879d3/Emerg-2.jpg" data-mid="95688470" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/9bcea678eab3386fe3c4e3cf438b61d0f95090d774898d659d40a5fc7d9879d3/Emerg-2.jpg" /> We explored a range of metaphors. <img width="2016" height="1295" width_o="2016" height_o="1295" data-src="https://freight.cargo.site/t/original/i/8cffb4c06a3b6b41e0f357b90a451122e2ff818851ca656b138ccf719e4c3473/Berm-yellow.jpg" data-mid="95336225" border="0" src="https://freight.cargo.site/w/1000/i/8cffb4c06a3b6b41e0f357b90a451122e2ff818851ca656b138ccf719e4c3473/Berm-yellow.jpg" />Early napkin sketch during an interview <img width="1119" height="760" width_o="1119" height_o="760" data-src="https://freight.cargo.site/t/original/i/91f31950a8b942fc1a3a69e4ec271e77df2ce6e4032c73e721d840a2da289f72/Berm--11.png" data-mid="95326057" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/91f31950a8b942fc1a3a69e4ec271e77df2ce6e4032c73e721d840a2da289f72/Berm--11.png" />Bermuda Triangle mood boards <img width="3525" height="1988" width_o="3525" height_o="1988" data-src="https://freight.cargo.site/t/original/i/076be451bafabf2f3d13afbb6ccb25c9eae7efb32f779039793c5e6fea5257e5/Bermuda3.jpg" data-mid="95348995" border="0" src="https://freight.cargo.site/w/1000/i/076be451bafabf2f3d13afbb6ccb25c9eae7efb32f779039793c5e6fea5257e5/Bermuda3.jpg" /> <img width="3525" height="1988" width_o="3525" height_o="1988" data-src="https://freight.cargo.site/t/original/i/e6da02caf99edbb76abb4ab67441c6c55e44aa0e140d131f09d5e5e113d40bf8/Bermuda32B.jpg" data-mid="95349558" border="0" src="https://freight.cargo.site/w/1000/i/e6da02caf99edbb76abb4ab67441c6c55e44aa0e140d131f09d5e5e113d40bf8/Bermuda32B.jpg" /> <img width="3525" height="1988" width_o="3525" height_o="1988" data-src="https://freight.cargo.site/t/original/i/8e9643be86aa86234f44eb83a44f2a18e492073ecb7e598b0049052d1fdef874/Bermuda33-1.jpg" data-mid="95349555" border="0" src="https://freight.cargo.site/w/1000/i/8e9643be86aa86234f44eb83a44f2a18e492073ecb7e598b0049052d1fdef874/Bermuda33-1.jpg" /> <img width="3525" height="1988" width_o="3525" height_o="1988" data-src="https://freight.cargo.site/t/original/i/d731df318ce2b6dd647b3e1373175d690b8bc31390564dc909b6256ba2e15f91/Bermuda34B.jpg" data-mid="95349554" border="0" src="https://freight.cargo.site/w/1000/i/d731df318ce2b6dd647b3e1373175d690b8bc31390564dc909b6256ba2e15f91/Bermuda34B.jpg" /> <img width="3525" height="1988" width_o="3525" height_o="1988" data-src="https://freight.cargo.site/t/original/i/3584b25242e64671fc96246a7290340571b4de17c7be3c1b61d5deba4ebd1b35/Bermuda36.jpg" data-mid="95349392" border="0" src="https://freight.cargo.site/w/1000/i/3584b25242e64671fc96246a7290340571b4de17c7be3c1b61d5deba4ebd1b35/Bermuda36.jpg" /> View the Full Report(Password protected) MY ROLE: I was a design researcher, alongside senior researcher Melissa Chapman, defining a research plan, interviewing participants, conducting synthesis and creating a research narrative. &nbsp;KEY LEARNINGS:Conducting rigourous research in a vacuum is NOT a meaningiful outcome. You must transfer the empathy and knowledge gained through storytelling for true change to occur.Creating artifacts (or boundary objects) during interivews helps facilitate more engaged and comfortable conversation.There are many benefits to working on internal-facing products. End-users are easier to access and lack of resources means that stakeholders are comping at the bit for insights. https://timjwhite.com/USAA-s-d-school Fri, 15 Mar 2019 16:00:23 +0000 Tim J White https://timjwhite.com/USAA-s-d-school USAA’s d:school To speed USAA’s digital transformation, the Chief Design Office began a mission to get 30,000 employees to think, act and collaborate like designers through human-centered design — of which Bring Your Own Epic (BYOE) is a cornerstone program. *BYOE is not associated with the d:school at Stanford WHAT DOES BYOE LOOK LIKE: <img width="1280" height="720" width_o="1280" height_o="720" data-src="https://freight.cargo.site/t/original/i/f791c54a78e3d226a988d234d65206e8fa84792aa1ac69836dea0c95548dab3d/A2964FA9-DABF-47C2-ACAD-FF319548713B.jpg" data-mid="96386520" border="0" src="https://freight.cargo.site/w/1000/i/f791c54a78e3d226a988d234d65206e8fa84792aa1ac69836dea0c95548dab3d/A2964FA9-DABF-47C2-ACAD-FF319548713B.jpg" /> <img width="2391" height="1527" width_o="2391" height_o="1527" data-src="https://freight.cargo.site/t/original/i/86fe2db197af9a5634e3126e8c0ee8bb92bbbdeed167bc981c2f1e052422966e/cross-functional.png" data-mid="97041822" border="0" src="https://freight.cargo.site/w/1000/i/86fe2db197af9a5634e3126e8c0ee8bb92bbbdeed167bc981c2f1e052422966e/cross-functional.png" /><img width="1225" height="720" width_o="1225" height_o="720" data-src="https://freight.cargo.site/t/original/i/4feb76c9f0fcf5d50223adf206cfaba91d8ff3173c4ac2e2f20730c99c5751df/ACD55726-F7E9-4257-9AE5-B5416CB65711-3.jpg" data-mid="96386774" border="0" src="https://freight.cargo.site/w/1000/i/4feb76c9f0fcf5d50223adf206cfaba91d8ff3173c4ac2e2f20730c99c5751df/ACD55726-F7E9-4257-9AE5-B5416CB65711-3.jpg" /> <img width="1277" height="1942" width_o="1277" height_o="1942" data-src="https://freight.cargo.site/t/original/i/4d089d300735078851dda4baa49c3161ef3ddbfd5020f551faf11ddede520cea/IMG_7837.jpg" data-mid="97027917" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/4d089d300735078851dda4baa49c3161ef3ddbfd5020f551faf11ddede520cea/IMG_7837.jpg" /> Bring your work, your team and learn design thinking within the context of USAA. <img width="2160" height="1352" width_o="2160" height_o="1352" data-src="https://freight.cargo.site/t/original/i/58fccf9a4dde9c7b91b34877e70e6cd03ba3655aa5e76d31817fb49b3d536da3/B912DF19-390C-4E11-8D0F-0454B0F167F1-2.jpg" data-mid="96385910" border="0" alt="In-Person" data-caption="In-Person" src="https://freight.cargo.site/w/1000/i/58fccf9a4dde9c7b91b34877e70e6cd03ba3655aa5e76d31817fb49b3d536da3/B912DF19-390C-4E11-8D0F-0454B0F167F1-2.jpg" /> <img width="3720" height="2304" width_o="3720" height_o="2304" data-src="https://freight.cargo.site/t/original/i/4567cc17d3684e9a35d39f5757dac37d81180ac7a1dcfa1344b33ab277530c1a/IMG_7790.jpg" data-mid="96319094" border="0" alt="Virtual" data-caption="Virtual" src="https://freight.cargo.site/w/1000/i/4567cc17d3684e9a35d39f5757dac37d81180ac7a1dcfa1344b33ab277530c1a/IMG_7790.jpg" /> <img width="588" height="568" width_o="588" height_o="568" data-src="https://freight.cargo.site/t/original/i/38a262f48c23f57203336090f81b6364fabb778b9a1efefc5f1f2ca7fc37f6c3/Screen-Shot-2021-01-25-at-8.00.48-AM.png" data-mid="96370392" border="0" data-scale="80" src="https://freight.cargo.site/w/588/i/38a262f48c23f57203336090f81b6364fabb778b9a1efefc5f1f2ca7fc37f6c3/Screen-Shot-2021-01-25-at-8.00.48-AM.png" /> Cross-disciplinary teams defining what is&nbsp;desirable for members, viable for business, feasible to build and&nbsp;compliant&nbsp;within regulations. d:school was part of a broader set of HCD offerings <img width="4290" height="2676" width_o="4290" height_o="2676" data-src="https://freight.cargo.site/t/original/i/618e0339acf1b86d0536e15a0530efa85c1d6282af746642fbe3bfcb3991376f/Amazon_Horizon-Sprint-3.png" data-mid="172732650" border="0" src="https://freight.cargo.site/w/1000/i/618e0339acf1b86d0536e15a0530efa85c1d6282af746642fbe3bfcb3991376f/Amazon_Horizon-Sprint-3.png" /> WHY DID USAA NEED A BYOE?Design Thinking is an industry-standard way to develop products &amp; services. Design S&amp;P says 215% increase in revenue for design led companies. This way of working is common at digitally-native companies ... how do you change the way 30,000 people work at a legacy company? CHALLENGES WE ENCOUNTERED: Company not getting ROI of design operating at the scrum layerConfusion on how Scaled Agile &amp; HCD work togetherPoor cross-disciplinary teamingProduct Management not accomplished by one job roleWICKED PROBLEM TO SOLVE: How might we ... change the culture of collaboration with 150+ product teams at USAA? IMPACT:OPERATIONAL SAVINGS: The program I led created an ~$4.4M in savings for USAA. <img width="1002" height="252" width_o="1002" height_o="252" data-src="https://freight.cargo.site/t/original/i/1166c1dcf95fb4ec7058ba195251495e9a4fc1839963f24dcee9907722792e6b/d-school-3.jpg" data-mid="136206511" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/1166c1dcf95fb4ec7058ba195251495e9a4fc1839963f24dcee9907722792e6b/d-school-3.jpg" /> BEHAVIORAL INDICATORS:500+ individuals completed the program8 Epics were shipped to market 9.1s Net Promoter Score QUALITATIVE INDICATORS:5,000+ employees annual goals focused on cross-functional teaming&nbsp;Program operates today without my involvement (as of ‘22) MY PROCESS:Discovery ︎ Ideation ︎ Evaluative Research ︎ Prototype&nbsp; ︎ Implementation&nbsp; 🔭 DiscoveryHaving conducted qualitative research (Bermuda Triangle of Product Teams) our team had a solid foundation of human insights. Key findings we surfaced: stop educating&nbsp; 1-role&nbsp;design teams make the difference in HCD adoptionthe customer is no where in SAFe 🙅🏼‍♂️design needed to improve its strategic partner role Methods: • generative research • desk research • how might we ...&nbsp; <img width="3525" height="1988" width_o="3525" height_o="1988" data-src="https://freight.cargo.site/t/original/i/076be451bafabf2f3d13afbb6ccb25c9eae7efb32f779039793c5e6fea5257e5/Bermuda3.jpg" data-mid="95709059" border="0" alt="IT ways of working" data-caption="IT ways of working" src="https://freight.cargo.site/w/1000/i/076be451bafabf2f3d13afbb6ccb25c9eae7efb32f779039793c5e6fea5257e5/Bermuda3.jpg" /> <img width="3525" height="1988" width_o="3525" height_o="1988" data-src="https://freight.cargo.site/t/original/i/e6da02caf99edbb76abb4ab67441c6c55e44aa0e140d131f09d5e5e113d40bf8/Bermuda32B.jpg" data-mid="95834430" border="0" src="https://freight.cargo.site/w/1000/i/e6da02caf99edbb76abb4ab67441c6c55e44aa0e140d131f09d5e5e113d40bf8/Bermuda32B.jpg" /> <img width="3525" height="1988" width_o="3525" height_o="1988" data-src="https://freight.cargo.site/t/original/i/8e9643be86aa86234f44eb83a44f2a18e492073ecb7e598b0049052d1fdef874/Bermuda33-1.jpg" data-mid="95834433" border="0" src="https://freight.cargo.site/w/1000/i/8e9643be86aa86234f44eb83a44f2a18e492073ecb7e598b0049052d1fdef874/Bermuda33-1.jpg" /> <img width="3525" height="1988" width_o="3525" height_o="1988" data-src="https://freight.cargo.site/t/original/i/d731df318ce2b6dd647b3e1373175d690b8bc31390564dc909b6256ba2e15f91/Bermuda34B.jpg" data-mid="95708852" border="0" src="https://freight.cargo.site/w/1000/i/d731df318ce2b6dd647b3e1373175d690b8bc31390564dc909b6256ba2e15f91/Bermuda34B.jpg" /> <img width="3525" height="1988" width_o="3525" height_o="1988" data-src="https://freight.cargo.site/t/original/i/3584b25242e64671fc96246a7290340571b4de17c7be3c1b61d5deba4ebd1b35/Bermuda36.jpg" data-mid="95834447" border="0" src="https://freight.cargo.site/w/1000/i/3584b25242e64671fc96246a7290340571b4de17c7be3c1b61d5deba4ebd1b35/Bermuda36.jpg" /> <img width="2710" height="1520" width_o="2710" height_o="1520" data-src="https://freight.cargo.site/t/original/i/f7828b40b623d4a9fe2e3b406097d7b86a0fa853a9c76847f84e957a1e92e3de/1611343087420.png" data-mid="96102760" border="0" alt="Product Managers ways of working" data-caption="Product Managers ways of working" src="https://freight.cargo.site/w/1000/i/f7828b40b623d4a9fe2e3b406097d7b86a0fa853a9c76847f84e957a1e92e3de/1611343087420.png" /> <img width="2068" height="745" width_o="2068" height_o="745" data-src="https://freight.cargo.site/t/original/i/f2f37b39d296140892ccf314e36e41a699ff56cf6d33d0cba4c51fbb9921c66b/CDO-Engagement.png" data-mid="96847373" border="0" alt="CDO Engagement Model" data-caption="CDO Engagement Model" src="https://freight.cargo.site/w/1000/i/f2f37b39d296140892ccf314e36e41a699ff56cf6d33d0cba4c51fbb9921c66b/CDO-Engagement.png" /> <img width="1819" height="1056" width_o="1819" height_o="1056" data-src="https://freight.cargo.site/t/original/i/ef2e6e6562336789d02608c935a32ce465405dbb269e2ab9c0468fca0c7f4e29/SAFe-drop.png" data-mid="95856320" border="0" alt="Scaled Agile" data-caption="Scaled Agile" src="https://freight.cargo.site/w/1000/i/ef2e6e6562336789d02608c935a32ce465405dbb269e2ab9c0468fca0c7f4e29/SAFe-drop.png" /> <img width="1819" height="1056" width_o="1819" height_o="1056" data-src="https://freight.cargo.site/t/original/i/8de75b0fcbcd62f284a77798f8e56481c25785ff5c7060c9fe540fe7fb8a551b/TheDesign.png" data-mid="95857420" border="0" alt="InVision: Design Maturity" data-caption="InVision: Design Maturity" src="https://freight.cargo.site/w/1000/i/8de75b0fcbcd62f284a77798f8e56481c25785ff5c7060c9fe540fe7fb8a551b/TheDesign.png" /> Understanding current customer and business conditions <img width="1535" height="1209" width_o="1535" height_o="1209" data-src="https://freight.cargo.site/t/original/i/c7513b678874ce640c9d34d98414c587727a6ec107020f2cdb3cbf52fc809907/D_Safetw.jpg" data-mid="95854356" border="0" data-scale="85" src="https://freight.cargo.site/w/1000/i/c7513b678874ce640c9d34d98414c587727a6ec107020f2cdb3cbf52fc809907/D_Safetw.jpg" />Design considerations in SAFe | ✏️:&nbsp;Erin Hauber QUESTIONS LEAVING DISCOVERY: How might we ... deepen design’s relationship with their cross-functional team?How might we ... get cross-functional teams to practice HCD to solve problems?How might we ...&nbsp;demonstrate the connective link between Agile and HCD? 🧠 Ideation Our team wrote ‘how might we’ questions in discovery and generated 100 ideas before deciding on a direction to explore.&nbsp;&nbsp;Methods used: • idea vignettes and prioitization • provocation cards • concept refinement <img width="1279" height="573" width_o="1279" height_o="573" data-src="https://freight.cargo.site/t/original/i/227181db06bb2440e9c66a3e691266125270cc27ce3a3873ddd72e9bc28ad02b/concept-generation.png" data-mid="96991681" border="0" src="https://freight.cargo.site/w/1000/i/227181db06bb2440e9c66a3e691266125270cc27ce3a3873ddd72e9bc28ad02b/concept-generation.png" /> <img width="1279" height="573" width_o="1279" height_o="573" data-src="https://freight.cargo.site/t/original/i/11c4cacf280cb54d92bde52147ddc1a502246a917bd29f444689b2ddc0cd2e95/refinement.png" data-mid="96991679" border="0" src="https://freight.cargo.site/w/1000/i/11c4cacf280cb54d92bde52147ddc1a502246a917bd29f444689b2ddc0cd2e95/refinement.png" /> Framework to bridge insights with ideas (🧠: Scott Gerlach) <img width="1800" height="1999" width_o="1800" height_o="1999" data-src="https://freight.cargo.site/t/original/i/adf5aeae182d670bf4e305543597689bb6329afbba01b8b8cc358e672291d961/Group-1.jpg" data-mid="96990471" border="0" src="https://freight.cargo.site/w/1000/i/adf5aeae182d670bf4e305543597689bb6329afbba01b8b8cc358e672291d961/Group-1.jpg" /><img width="2000" height="1499" width_o="2000" height_o="1499" data-src="https://freight.cargo.site/t/original/i/c869d69bf118ab15b1b480eaa255e83393de517dea0507eb8a0086fd54f4dc1b/Christine-Steven.jpg" data-mid="96989230" border="0" src="https://freight.cargo.site/w/1000/i/c869d69bf118ab15b1b480eaa255e83393de517dea0507eb8a0086fd54f4dc1b/Christine-Steven.jpg" />Individual and group idea generation <img width="1000" height="748" width_o="1000" height_o="748" data-src="https://freight.cargo.site/t/original/i/7b8fa410f4c7ddbad49018db5983c1c1b5dfbd9bda3eeae10b93884f9841e032/Sketchtw.jpg" data-mid="96993732" border="0" src="https://freight.cargo.site/w/1000/i/7b8fa410f4c7ddbad49018db5983c1c1b5dfbd9bda3eeae10b93884f9841e032/Sketchtw.jpg" /> <img width="1000" height="738" width_o="1000" height_o="738" data-src="https://freight.cargo.site/t/original/i/c0c0ab0545c1791c0592a83f24bef94d116fea122eb6b530183a55badf684e55/Sketchtw2.jpg" data-mid="96993517" border="0" src="https://freight.cargo.site/w/1000/i/c0c0ab0545c1791c0592a83f24bef94d116fea122eb6b530183a55badf684e55/Sketchtw2.jpg" /> <img width="2000" height="1625" width_o="2000" height_o="1625" data-src="https://freight.cargo.site/t/original/i/08b8aa917fc51383e7175189004c5625c65cd643e8acf8cdad003234d3758680/Sketches.jpg" data-mid="96994012" border="0" src="https://freight.cargo.site/w/1000/i/08b8aa917fc51383e7175189004c5625c65cd643e8acf8cdad003234d3758680/Sketches.jpg" />Explored lots of ideas, prioritizing based on human impact <img width="2594" height="2117" width_o="2594" height_o="2117" data-src="https://freight.cargo.site/t/original/i/e730343f87707910d7007dd2ae09ed42d7a2d18a55488e2b3fd62e36585ff26c/SarahHass.jpg" data-mid="96381395" border="0" src="https://freight.cargo.site/w/1000/i/e730343f87707910d7007dd2ae09ed42d7a2d18a55488e2b3fd62e36585ff26c/SarahHass.jpg" /> Feedback to gut-check us before evaluative research&nbsp; Q: What is the value of a team offsite? A: Offsites are a great opportunity for a team to get out of the daily grind of cranking out work, to look up and out at the work ahead. They should happen at least once a year!Q: Why create Concept Generation &amp; Refinement framework? A: An exploratory and analytical framework can help us pursue lots of ideas that are more likely to work for our problem space. 🧪 Evaluative Research After we received another round of feedback we increased the fidelity of our ideas to test them with target users for the program. Methods used: • evaluative research• concept refinement <img width="1756" height="987" width_o="1756" height_o="987" data-src="https://freight.cargo.site/t/original/i/434504d68a08fa95d821a931825f0e691f77f40d0fbc045a24bf0f8c42b5598a/Port-Program.png" data-mid="96022776" border="0" src="https://freight.cargo.site/w/1000/i/434504d68a08fa95d821a931825f0e691f77f40d0fbc045a24bf0f8c42b5598a/Port-Program.png" /><img width="2000" height="1500" width_o="2000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/bc97e758711634efc2d55e0ab1968dfa1db1688cfa98f2cfa3836fbad3485769/Stacey.jpg" data-mid="97003130" border="0" src="https://freight.cargo.site/w/1000/i/bc97e758711634efc2d55e0ab1968dfa1db1688cfa98f2cfa3836fbad3485769/Stacey.jpg" />We increased the fidelity of our ideas! <img width="2300" height="1498" width_o="2300" height_o="1498" data-src="https://freight.cargo.site/t/original/i/0b5864c3fe5a9130d4c173165fe2c529c23c07fdff1c5ef320cc87464629553c/Feedback.jpg" data-mid="97020795" border="0" src="https://freight.cargo.site/w/1000/i/0b5864c3fe5a9130d4c173165fe2c529c23c07fdff1c5ef320cc87464629553c/Feedback.jpg" />Feedback from concept testing <img width="733" height="491" width_o="733" height_o="491" data-src="https://freight.cargo.site/t/original/i/ab623b3763887fd69e648264fcdd66e5d27864d538fc7b4841075c034b8d2617/design-research.png" data-mid="100987785" border="0" src="https://freight.cargo.site/w/733/i/ab623b3763887fd69e648264fcdd66e5d27864d538fc7b4841075c034b8d2617/design-research.png" />Q: How is BYOE different from the other programs you tested? A: BYOE provide products team a slice of CDO’s Engagement Model in 3-days (alignment, discovery, opportunity, testing, roadmap) while advancing their own work. 🤽🏻‍♀️ PrototypeWe had a clearer winner in the testing of our concepts — team’s biggest pain points were upstream, where alignment occured between partners at the portfolio layer.&nbsp; Methods used: • storyboarding&nbsp;• pilot prototype • surveys,&nbsp;retrospective <img width="1260" height="1614" width_o="1260" height_o="1614" data-src="https://freight.cargo.site/t/original/i/053f37e416cfca1322d522f24e23a56d6ff0a1cef96d036c6b9c8dc8d985e2b0/Test-E2E.jpg" data-mid="96999189" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/053f37e416cfca1322d522f24e23a56d6ff0a1cef96d036c6b9c8dc8d985e2b0/Test-E2E.jpg" /> End-to-end was the clear winner <img width="2016" height="1512" width_o="2016" height_o="1512" data-src="https://freight.cargo.site/t/original/i/7a311e4e92373e9016c636994a7d962ccebd25ee3bf8189cd2d3578915321eab/Story1.jpg" data-mid="96019466" border="0" src="https://freight.cargo.site/w/1000/i/7a311e4e92373e9016c636994a7d962ccebd25ee3bf8189cd2d3578915321eab/Story1.jpg" /> <img width="2016" height="1512" width_o="2016" height_o="1512" data-src="https://freight.cargo.site/t/original/i/a79313a3b320e8508825eb0ce6c9fba5b854c03719f2549b40997c780c47975b/Story2.jpg" data-mid="96020276" border="0" src="https://freight.cargo.site/w/1000/i/a79313a3b320e8508825eb0ce6c9fba5b854c03719f2549b40997c780c47975b/Story2.jpg" /> Storyboard <img width="2500" height="1570" width_o="2500" height_o="1570" data-src="https://freight.cargo.site/t/original/i/8a5b190e5781226c5162e5498262243c45cdd1216cd4f2cd7e93ccc77be07872/redTeam2.jpg" data-mid="97006216" border="0" src="https://freight.cargo.site/w/1000/i/8a5b190e5781226c5162e5498262243c45cdd1216cd4f2cd7e93ccc77be07872/redTeam2.jpg" />BYOE Pilot&nbsp; 🚀️ Implementation After our initial pilot, we received mountains of feedback, and I began working on a strategy to inform how we would execute moving forward. I tightened our value prop, BYOE provided: clearer, more understandable human valueless design and dev reworkproducts more likely to be competitive in the market Methods used: • ecosystem map• experience strategy• service blueprinting Defining the Strategy <img width="3826" height="2036" width_o="3826" height_o="2036" data-src="https://freight.cargo.site/t/original/i/f8635af482ea6a487c4dbe6e9bce5a2c1a5ab21d5edbcd1a4233301553b8a258/SystemsMapp.jpg" data-mid="96013728" border="0" src="https://freight.cargo.site/w/1000/i/f8635af482ea6a487c4dbe6e9bce5a2c1a5ab21d5edbcd1a4233301553b8a258/SystemsMapp.jpg" /><img width="2016" height="1512" width_o="2016" height_o="1512" data-src="https://freight.cargo.site/t/original/i/86a99e7140d989a9f9c6ced3c184bb8af6f51faab38d2638e9ca920c6bff0f0d/ServiceBlueprinttw.jpg" data-mid="96018539" border="0" src="https://freight.cargo.site/w/1000/i/86a99e7140d989a9f9c6ced3c184bb8af6f51faab38d2638e9ca920c6bff0f0d/ServiceBlueprinttw.jpg" /><img width="2222" height="1252" width_o="2222" height_o="1252" data-src="https://freight.cargo.site/t/original/i/90dd87707ebcdccaa7c6cff102ea9ba5187acac9e859874581b221deafbef635/Screen-Shot-2022-03-24-at-8.48.47-PM.png" data-mid="137499439" border="0" src="https://freight.cargo.site/w/1000/i/90dd87707ebcdccaa7c6cff102ea9ba5187acac9e859874581b221deafbef635/Screen-Shot-2022-03-24-at-8.48.47-PM.png" /> <img width="1472" height="1368" width_o="1472" height_o="1368" data-src="https://freight.cargo.site/t/original/i/5ac1ae7aa7f4b45fef1249d08525e10bd1d1ce0a489bdbb43b224d1718ada059/Strategy.jpg" data-mid="97021135" border="0" src="https://freight.cargo.site/w/1000/i/5ac1ae7aa7f4b45fef1249d08525e10bd1d1ce0a489bdbb43b224d1718ada059/Strategy.jpg" /><img width="1457" height="827" width_o="1457" height_o="827" data-src="https://freight.cargo.site/t/original/i/0bd2109ad0c7cf82a12a1a0736f82c0d07a8c3605888dd1f5469946285b1626b/Strategy.png" data-mid="137500846" border="0" src="https://freight.cargo.site/w/1000/i/0bd2109ad0c7cf82a12a1a0736f82c0d07a8c3605888dd1f5469946285b1626b/Strategy.png" /> Experience Strategy<img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/51a0c22ead05ccc1b88e0268444f3b3ce38222aef4f68c6c0db3fe72f685e1fc/ezgif-3-655a02e0c3a5.gif" data-mid="94876180" border="0" src="https://freight.cargo.site/w/800/i/51a0c22ead05ccc1b88e0268444f3b3ce38222aef4f68c6c0db3fe72f685e1fc/ezgif-3-655a02e0c3a5.gif" /> Communicating the value to 5,000+ employees Executing the Strategy <img width="2788" height="1586" width_o="2788" height_o="1586" data-src="https://freight.cargo.site/t/original/i/f6d46ab053fd068ea7b2f4d920598c278916e83bdce39574741c0c1b3eb6ae4a/IMG_7797-3.jpg" data-mid="96386857" border="0" src="https://freight.cargo.site/w/1000/i/f6d46ab053fd068ea7b2f4d920598c278916e83bdce39574741c0c1b3eb6ae4a/IMG_7797-3.jpg" />Learning HCD by doing HCD design ...&nbsp; <img width="1691" height="1958" width_o="1691" height_o="1958" data-src="https://freight.cargo.site/t/original/i/d6a38544bdcb4c1cd0055c8db0bef91bdba894eb2bae94918ecf1afc6e5a4262/MVP-team.jpg" data-mid="97044702" border="0" src="https://freight.cargo.site/w/1000/i/d6a38544bdcb4c1cd0055c8db0bef91bdba894eb2bae94918ecf1afc6e5a4262/MVP-team.jpg" /> ... on your own work ... <img width="2391" height="1527" width_o="2391" height_o="1527" data-src="https://freight.cargo.site/t/original/i/86fe2db197af9a5634e3126e8c0ee8bb92bbbdeed167bc981c2f1e052422966e/cross-functional.png" data-mid="97041822" border="0" src="https://freight.cargo.site/w/1000/i/86fe2db197af9a5634e3126e8c0ee8bb92bbbdeed167bc981c2f1e052422966e/cross-functional.png" />... and with your cross-functional team <img width="3639" height="2648" width_o="3639" height_o="2648" data-src="https://freight.cargo.site/t/original/i/f377e314e1da41a8eca4bf9a6e92e3ee7e708046cc817e275573f8133bf88b28/endu-tw.png" data-mid="97043758" border="0" src="https://freight.cargo.site/w/1000/i/f377e314e1da41a8eca4bf9a6e92e3ee7e708046cc817e275573f8133bf88b28/endu-tw.png" /> <img width="3639" height="2648" width_o="3639" height_o="2648" data-src="https://freight.cargo.site/t/original/i/378c92a70ddf51279bd1ce561866b91df60e2e5eb3fc78bba4adbb5a1acb3445/legal-tw.png" data-mid="97043759" border="0" src="https://freight.cargo.site/w/1000/i/378c92a70ddf51279bd1ce561866b91df60e2e5eb3fc78bba4adbb5a1acb3445/legal-tw.png" /> Testing with end-users and legal partners&nbsp; Improving the Program <img width="1215" height="894" width_o="1215" height_o="894" data-src="https://freight.cargo.site/t/original/i/9ad5c98939328cd6cb36c57b7c6a757d807a8742b194d4bb42ec49a7fe13e77d/BYOE-wiki.png" data-mid="142187087" border="0" src="https://freight.cargo.site/w/1000/i/9ad5c98939328cd6cb36c57b7c6a757d807a8742b194d4bb42ec49a7fe13e77d/BYOE-wiki.png" /> <img width="2059" height="1936" width_o="2059" height_o="1936" data-src="https://freight.cargo.site/t/original/i/173312fbca36571eeb3bd5e52e4938627df78b4a54538279b0f54f6ddbf906c1/readiness.jpg" data-mid="97039382" border="0" src="https://freight.cargo.site/w/1000/i/173312fbca36571eeb3bd5e52e4938627df78b4a54538279b0f54f6ddbf906c1/readiness.jpg" /> <img width="2059" height="1936" width_o="2059" height_o="1936" data-src="https://freight.cargo.site/t/original/i/56bfa510012eb6a299a164bc6055be008e2b34056ad7a4a3d8fb50878158c353/byoeo.jpg" data-mid="97040015" border="0" src="https://freight.cargo.site/w/1000/i/56bfa510012eb6a299a164bc6055be008e2b34056ad7a4a3d8fb50878158c353/byoeo.jpg" /> Readiness checks and orientation calls helped teams increase success Pre-Read |&nbsp;Application <img width="3342" height="1876" width_o="3342" height_o="1876" data-src="https://freight.cargo.site/t/original/i/7c43a75856559be3517df880a1ade21c79d88e4ab6291f0c5f57bddd25a05ccc/1611343649680.png" data-mid="96102749" border="0" src="https://freight.cargo.site/w/1000/i/7c43a75856559be3517df880a1ade21c79d88e4ab6291f0c5f57bddd25a05ccc/1611343649680.png" /> HCD Stories from the Field <img width="2380" height="1523" width_o="2380" height_o="1523" data-src="https://freight.cargo.site/t/original/i/58034523e19630f154b1b9996897586c64c8fd868c13f96392a100bb0a305e8f/DesignHCD.png" data-mid="97044178" border="0" src="https://freight.cargo.site/w/1000/i/58034523e19630f154b1b9996897586c64c8fd868c13f96392a100bb0a305e8f/DesignHCD.png" />Elevating design teams to be the experts<img width="1431" height="1125" width_o="1431" height_o="1125" data-src="https://freight.cargo.site/t/original/i/901030a8d3d3158cd9bb7b8cc727a1db2dea864b3772e28421e4a150d4a50270/IMG_7842.jpg" data-mid="97044253" border="0" src="https://freight.cargo.site/w/1000/i/901030a8d3d3158cd9bb7b8cc727a1db2dea864b3772e28421e4a150d4a50270/IMG_7842.jpg" />Deepening design facilitation <img width="1822" height="1366" width_o="1822" height_o="1366" data-src="https://freight.cargo.site/t/original/i/9732cea9e8a1bb832423e63f429607a79f6cf1706f4046caf432c10144da2870/BYOE-sticker.jpg" data-mid="97022509" border="0" src="https://freight.cargo.site/w/1000/i/9732cea9e8a1bb832423e63f429607a79f6cf1706f4046caf432c10144da2870/BYOE-sticker.jpg" /> Creating covertable materials <img width="1456" height="825" width_o="1456" height_o="825" data-src="https://freight.cargo.site/t/original/i/1d538413fb16ba7dfeb46a0b6f6c5fc257baa428b27e1dde311cf438b04b925b/100x.png" data-mid="137130458" border="0" src="https://freight.cargo.site/w/1000/i/1d538413fb16ba7dfeb46a0b6f6c5fc257baa428b27e1dde311cf438b04b925b/100x.png" />The higher design swims within strategy the greater the return. MY ROLE: I was lead designer and product owner of Bring Your Own Epic. I participated in generative research, led concept exploration/testing, built the program curriculum and strategy, developed our marketing funnel, launched our initial pilot, scaled the program across the company and translated to a remote offering during COVID.&nbsp; KEY LEARNINGS:Changing the people of behavior is a wicked problem. People are complicated, have different incentives and don’t always have an appetite to change the way they have always done it.Our greatest asset early on was a “tell us why this won’t work” mindset. This allowed our team to surfaced risky assumptions often and while getting buy-in from stakeholders.HCD Case Studies, presented by business partners, were a key scaling mechanism. These ‘stories from the field’ told the value of design thinking in a way that our team of experts couldn’t. Thumbnail illustration by Madison Staires.