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UX STRAT USA 2017: Julie Mon, "How UX Is Showing the Business What’s Next at Vanguard"

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UX STRAT USA 2017 presentation by Julie Mon, Senior UX Researcher, Vanguard

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UX STRAT USA 2017: Julie Mon, "How UX Is Showing the Business What’s Next at Vanguard"

  1. 1. HOW UX IS SHOWING THE BUSINESS WHAT’S NEXT AT VANGUARD Julie Mon, Sr. UX Researcher Vanguard
  2. 2. A DIFFERENT APPROACH Order takers Reactive Not client- centered Informers Proactive Client-focused BUSINESS BUSINESS UXUX
  3. 3. BUSINESS-DRIVEN DESIGN
  4. 4. HUMAN-CENTERED DESIGN BUSINESS-DRIVEN DESIGN
  5. 5. CASE STUDY DT DS+
  6. 6. DT DS+ DTDT DS DSDS ++++ +
  7. 7. DESIGN THINKING A process for innovation centered on finding what is desirable for the user as well as technologically feasible and economically viable for an organization Empathize Define Ideate Prototype Test
  8. 8. Empathize PrototypeDefine TestIdeate
  9. 9. DESIGN SPRINT A framework for working through critical business problems in 5 days with a multidisciplinary team 1 Understand 2 Sketch 3 Decide 4 Prototype 5 Test
  10. 10. THE QUESTION: How can we better meet client’s needs and improve our overall client experience?
  11. 11. THAT’S BROAD…
  12. 12. BUSINESS: LET’S DO DESIGN THINKING!
  13. 13. DESIGN THINKING SOLUTIONPROBLEM ABSTRACTCONCRETE DECIDE IDEATE IDENTIFY EMPATHIZE DEFINE
  14. 14. LET’S JUST JUMP IN… 8 clients Within 200 miles of headquarters In-home interviews ? 2 hr sessions to better understand who they are and their needs EMPATHIZE
  15. 15. LIFE MONEY VANGUARD EMPATHIZE
  16. 16. EMPATHIZE
  17. 17. EMPATHIZE
  18. 18. EMPATHIZE
  19. 19. EMPATHIZE
  20. 20. SO WHAT?
  21. 21. DEFINE
  22. 22. WHAT DID WE LEARN? • We can’t answer the business question after 8 interviews • Stories work • Lots of hypotheses, but not a lot of direction
  23. 23. MAYBE… Geography Clients vs. prospective clients Decision making Life events WILL MAKE A DIFFERENCE?
  24. 24. THIS IS GOING TO TAKE A LONG TIME…
  25. 25. LET’S CHANGE LOCATIONS… 6 clients Atlanta, GA In-home interviews ? Added questions about our hypotheses EMPATHIZE
  26. 26. THIS FEELS THE SAME…
  27. 27. ONE MORE TRY… 3 clients and 3 prospective clients Los Angeles, CA In-home interviews ? Continue with the same guide from Atlanta EMPATHIZE
  28. 28. NOW WHAT?
  29. 29. DEFINE
  30. 30. IDEATE
  31. 31. IDEATE
  32. 32. WHAT DID WE LEARN?
  33. 33. STEVE THE STOCK TRADER 51 yrs old Divorced Project Manager “I like to invest in companies that I can walk into a store and see how they’re doing.” Investments Savings Retirement Plan Home Checking HOW I ORGANIZE MY MONEYIMPORTANT TO ME • My job • My kids • Keeping up with the market Steve is very focused on his career and likes to invest whatever he can into companies that he likes. Company stock got him started in stock trading because he felt like he kept up with his company as it did well. He now supports companies that he can walk into the store and see how they’re doing. He got divorced while his kids were growing up, but tries to stay involved and supports them as they grow up. SALLY THE STEADY SAVER 48 yrs old Married Stay-at-home Mom “I’m a very frugal person, I just put money away so I can’t miss it.” Retirement Plan Savings Home Investments Checking Roth IRA 529 HOW I ORGANIZE MY MONEYIMPORTANT TO ME • My family • Saving money • Volunteering Sally is focused on making sure she has money put away for anything her family might need it for. They save a lot for retirement, put away some for the kids college, and keep the rest in various types of accounts. She’s focused on making sure they live a frugal life to ensure a stable future. As a stay-at-home mom, Sally spends a lot of time with her kids and likes to volunteer to help with their school and the community where they live. RICK THE RETIRED 74 yrs old Married Retired Engineer “I love all of the extra time I have to spend with my family now that I’m retired.” Retirement Plan Savings Investments IRA Home Checking HOW I ORGANIZE MY MONEYIMPORTANT TO ME • My family • Covering my expenses • Enjoying the time I have Rick is confident that he has enough to see him and his wife through retirement. He has everything in place for when he passes, including the funeral arrangements. He is in good health right now and wants to spend his time with his family, particularly his grandkids. Rick's pension helps with expenses in retirement and he can make up the rest with social security and his savings. PAT THE PARALYZED DECISION MAKER 52 yrs old Married Administrative Assistant “I just can’t decide what to do with my money, there are too many options.” Savings Retirement Plan Home Investments Checking Roth IRA HOW I ORGANIZE MY MONEYIMPORTANT TO ME • My kids • Saving money • Family vacations Pat worries that her money isn’t working hard enough for her. She worked hard for her money and doesn’t like the thought of losing it, so she is very risk averse. Overtime she thinks of finally doing something with her money, she gets paralyzed taking the final step to take action. She would benefit from someone’s advice, but doesn’t want to pay for a professional and is still worried about the risk. PAUL THE PROPERTY MOGUL 34 yrs old Married IT Professional “I like the steady stream of cash my investment properties provide.” Investment Properties Retirement Plan Home IRA Investments Checking HOW I ORGANIZE MY MONEYIMPORTANT TO ME • My family • Cash on hand • My properties Paul is very confident in how he has organized his money. His confidence is reflected in his thoughts about his real estate purchases. He likes the security of knowing that his properties provide steady income. This investment in his future is important to provide stability to his family. Paul doesn’t feel like he needs formal financial advice, he’s happy talking to friends and family members and acting on his finances himself.
  34. 34. GRADUATE COLLEGE GET A JOB BUY A HOUSE GET MARRIED RAISE KIDS RETIRE OUTFLOW INFLUX On-going One time One time On-going 28 yrs old Single Firefighter Dad & Brother passed away 40 yrs old Living with partner Part Time Music Rental Paid off CC debt 35 yrs old Married IT Rental properties 33 yrs old Married Systems Engineer Rental properties 50 yrs old Married Admin. Assistant Inheritance 47 yrs old Married Small Bus. Owner Retirement paid for 75 yrs old Married Retired Engineer Funeral paid for 53 yrs old Single Retired Engineer Retired at 50 48 yrs old Married Engineer Rental properties 34 yrs old Married College Athletic Director Liquidated savings 74 yrs old Widowed Retired Admin. Assistant Husband died of Alzheimers 63 yrs old Divorced Retired Parole Supervisor Terminal Cancer 55 yrs old Divorced Real Estate Broker Wife died Supporting adult son 60 yrs old Divorced Editor Divorce Supporting adult son 56 yrs old Married IT Manager Immigration Supporting adult son 29 yrs old Married Stay at home mom Supporting stepson 43 yrs old Married Digital Project Manager Immigration 73 yrs old Married Retired Teacher Special needs son 45 yrs old Married Stay at home mom Husband’s medical Retirement & bills 52 yrs old Married Part Time School Admin. Bankruptcy
  35. 35. NOW WHAT?
  36. 36. DESIGN THINKING DESIGN SPRINT SOLUTIONPROBLEM ABSTRACTCONCRETE PROTOTYPE TEST ITERATE EMPATHIZE DEFINE IDEATE IDENTIFY DECIDE
  37. 37. LET’S MAKE SOMETHING…
  38. 38. OUR MODIFIED SPRINT DAY 1 DAY 2 DAY 3 DAY 4 Define sprint questions 4 part sketch: Notes Solution review, vote and critique Test Competitive research and sketches Ideas Strawpoll Lightening demos Crazy 8s Supervote Define design principles Solution sketch Create final storyboard
  39. 39. HOW DID IT WORK?
  40. 40. UNDERSTAND
  41. 41. SKETCH
  42. 42. DESIGN
  43. 43. PROTOTYPE
  44. 44. TEST
  45. 45. WHAT’S NEXT? Pitches for funding Continue to refine designs and test with users Create a plan to further address unconfirmed hypotheses
  46. 46. LESSONS LEARNED Sometimes, you have to just jump in! Buy-in is critical Stories motivate ○ Create the methodology that works for you
  47. 47. Thank you! julie_w_mon@vanguard.com

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