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Avanza Case Study - Agile Transformation with Customer Focus

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Avanza is a tech company with bank licence (you can call them a bank) here in Stockholm. A few years back they started their journey from a traditional silos based organization to a cross functional product organization organized around the customer journey - IT, Product, Marketing and Operations working as one. Here we want to share their story with you that we also had the pleasure to be a small part of. 

Background

“Avanza's development organization has grown from 7 to 16 teams during the last 4 years. Great fun, of course, but it also required some prerequisites.

In the fall of 2016, our lead times increased significantly, we had many cross-dependencies between the teams; and, we began to see early signs that our team's motivation was suffering. We were not sure why this was because we had been working in an agile way for over 10 years. We needed to take the next step.

During the past year we have learned a great deal. Based on that, we have created a new team structure that follows our customer's journey and value streams. This new structure includes 16 autonomous teams with end-to-end responsibilities, with clear missions; and, that are linked to our vision. The teams also have responsibility for all channels and have the skills required to deliver on their missions.”

The Avanza product organization is about 200 people (IT/Product/Marketing/Operations)

RESULTS
- Decreased Time to Market, from 5,9 teams involved in a delivery to 1,2 in average
- Increased Strategic Flexibility, Team Missions connected to Customer Journey and
- Feature Teams enable strategic and tactical adjustments along the way
- Happy & Empowered Employees - Teams feeling like a startup. Owns the budget, learning about customer needs, delivering on all touch points and optimizing towards the business strategy.
- Happier Stakeholders - Involved with the teams work & understand the structure of the org

Want to find out how you can do the same? Reach out to Dandy People.

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Avanza Case Study - Agile Transformation with Customer Focus

  1. 1. Avanza Case Study mia.kolmodin@dandypeople.com Agile Transformation with Customer Focus - from 4 silos to a customer focused feature team organization
  2. 2. FinTech/Bank - Avanza Breaking Silos – Self Selection - 11 Autonomous Agile Team with Missions
  3. 3. “Avanza's development organization has grown from 7 to 16 teams during the last 4 years. Great fun, of course, but it also required some prerequisites. In the fall of 2016, our lead times increased significantly, we had many cross- dependencies between the teams; and, we began to see early signs that our team's motivation was suffering. We were not sure why this was because we had been working in an agile way for over 10 years. We needed to take the next step. During the past year we have learned a great deal. Based on that, we have created a new team structure that follows our customer's journey and value streams. This new structure includes 16 autonomous teams with end-to-end responsibilities, with clear missions; and, that are linked to our vision. The teams also have responsibility for all channels and have the skills required to deliver on their missions.” Background
  4. 4. FinTech/Bank - Avanza Result in 1,5 years The Avanza product organization is about 200 people (IT/Product/Marketing/Operations) ● Decreased Time to Market, from 5,9 teams involved in a delivery to 1,2 in average ● Increased Strategic Flexibility, Team Missions connected to Customer Journey and Feature Teams enable strategic and tactical adjustments along the way ● Happy & Empowered Employees - Teams feeling like a startup. Owns the budget, learning about customer needs, delivering on all touchpoints and optimizing towards the business strategy. ● Happier Stakeholders - Involved with the teams work & understand the structure of the org RESULT mia.kolmodin@dandypeople.com
  5. 5. Video Link for the Avanza case presentation on the Agile Team Transformation • https://www.youtube.com/watch?time_continue=7&v=AfxAm8BZcsI
  6. 6. Customer Focus and an Agile Mindset Slides 5 thru 20 Avanza Agile Transformation Beginning on slide 23 we share how we helped Avanza find their new customer focused organization
  7. 7. What are the tells that you are suffering from organizational and governance complexity?
  8. 8. We keep missing the target. It’s difficult to deliver customer and business value.
  9. 9. It’s more important to follow the plan instead of acting on new learning's.
  10. 10. There are plans and projects that are leading us in different directions.
  11. 11. Every one is occupied in meetings. Who’s doing the real work?
  12. 12. Innovation and improvements has no place in our day to day activities.
  13. 13. We are too slow, new players change the market and deliver solutions that our customers like better.
  14. 14. Employees experience long-lasting stress.
  15. 15. Why is it like this?
  16. 16. Too many people are involved to deliver customer value.
  17. 17. We have no focus. Time gets lost in context switching.
  18. 18. No team or group have end 2 end responsibility so that they can deliver customer value. Department Y Competence Y Department X Competence X Department Z Competence Z
  19. 19. We have offices where team members can’t sit together with the people they need to work with.
  20. 20. Only 5% of the employees understand the business strategy. Source: Harvard Business School The people creating the strategies and the people implementing them are too far away from each other.
  21. 21. No one has the over all map of where we are going - and how it is going.
  22. 22. The organization is not optimized for speed and flexibility - but for control. It´s a 100 years old!
  23. 23. What can we do to fix this?
  24. 24. Begin with Leadership and Vision
  25. 25. Leadership for Agility • Leading with vision & create leaders • Empowers employees & teams • Creates a “safe to fail environment” • Actively support change initiatives • Optimizing the whole system & removing impediments • Creating clear roles & expectations • Prioritizes sustainable change • Enables that insights leads to action
  26. 26. Begin with a clear Vision, Mission and Purpose (”Start with Why”)
  27. 27. Create the common Vision, together! Read about one of the transformation workshops we did here >
  28. 28. Avanzas vision was that it should feel more like a start-up to be in a team. Result “It’s like working in a start-up. We know where we are going and decide in our team what to work on”
  29. 29. … we should be a Shark, not a Snail!
  30. 30. Create a cross-functional Transformation Group
  31. 31. Business Model-Debt Customer Experience-Debt Product-Debt Technology-Debt Process-Debt … we should innovate together.
  32. 32. Aligning the organization with the Customer Journey
  33. 33. Focus on Customer Value, not systems
  34. 34. ... climb the customer focus Stairs! 1. UX-hostility Users should adopt to the system. “We know what the users need”, “We are the experts”. 2. Development based UX There is an interest for UX, but you focus on delivering what has already been ordered. 3. UX Guerilla Style Sporadic UX-activities in the teams. Difficult to make strategic decisions based on learnings. 4. UX part of the budget UX work is more organized, but with a low level of coordination. 5. Organized UX work UX is a competence in all teams. UX/CX-lead coaching and supporting. 6. Systematic CX-processes CX work is formalized and highly prioritized. 7. Integrated CX Lean Teams with Missions and Service Design plays a key role. The system supports self service also in design, UX/CX. 8. Customer Experience (CX) permeates everything The organization is run with customer experience focus.
  35. 35. Old Business I T Old Business New Business - often called something “X” One Business A business that can accelerate and learn fast. One Business – One Organization
  36. 36. Autonomy for alignment Company BetsAlignment Team InitiativesAutonomy with a Mission 100% Autonomy Support other Missions Lights On Maintenance
  37. 37. Create Teams with a Mission
  38. 38. Creating Teams with a Mission!
  39. 39. The Teams with a Mission are linked to the vision and responsible for delivering the strategies
  40. 40. Agile Lean Teams on a Mission • Cross functional co-located Teams • T-shaped People • Team Mission & Opportunity Map • Learns about the user and the solution • Discovery & Delivery in the team • Visualizes and Prototypes • Optimizes product, learning & process
  41. 41. Lean Team and T-Shaped Members
  42. 42. Aligning the Teams with the Customer Journey
  43. 43. Teams Responsible for Delivering the Vision Customer Experience Business Value Scalability Regulatory Frameworks Technical Quality
  44. 44. Team & Organizational Flow
  45. 45. First Step: 4 Teams Second Step: 9 Teams
  46. 46. First Steps – Four New Teams
  47. 47. Next Step – Nine New Teams
  48. 48. New Leadership Structure and Organizational Flows
  49. 49. New Leadership Structure
  50. 50. Follow-ups, for example: Team Health Check
  51. 51. Focus on Alignment via the customer
  52. 52. Discovery and Development Flow
  53. 53. Service Teams to support Scaling Mission is self service for all teams. Example of Mission for a Design Ops team All teams should always have access to the latest actionable insights and design frameworks. Example of activities for a Design Ops Team • Build User Experience-framework • Visualizes data and insights from all teams • Coach and train teams and leaders • Input and support for Strategic Company Bets
  54. 54. The Results!
  55. 55. Happier Teams Avanza Result
  56. 56. Almost a 6-fold reduction in the need for multiple teams to Deliver (5.9 to 1.2) Avanza Result
  57. 57. Happier stakeholders Avanza Result
  58. 58. Faster Time to Market Avanza Result
  59. 59. Happy & empowered employees Avanza Result “It’s like working in a start-up. We know where we are going and decide in our team what to work on”
  60. 60. Some tips from Avanza…
  61. 61. Some tips for your Journey
  62. 62. Free Downloads dandypeople.com/blog + 70.000 downloads
  63. 63. mia.kolmodin@dandypeople.com Thank you! @miakolmodin

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