SlideShare a Scribd company logo
1
Sara Tresch
SVP, Digital Services
Charles Schwab
Experimentation
through Client Eyes
Charles SchwabInformation classification here (Public for events content)2
“There’s always another new
idea, another convention to
challenge, a million ways to
make investing better. We
just need to do it”
Charles Schwab, Invested 2019
Charles Schwab
Enablers Proof Points Opportunities
Information classification here (Public for events content)3
Today’s Discussion
Charles Schwab
Enablers
Information classification here (Public for events content)4
Charles Schwab
Start with a Holistic Experience
End to End
Clients come to you with a job to do.
They experience your brand thru many
different touchpoints, and an experience
design should start with this in mind.
Front to Back
Front to back experience design can be
a win-win-win. Save time for clients,
higher value rep interactions, and
operational scale.
Charles Schwab
Get it right for the Client
Information classification here (Public for events content)6
Help & Guidance Minutes Saved Client Easy Score Get Invested
A simple, focused approach creates clarity
Learn Fast to Act Fast
Continuous Discovery
Openness to change
Cross functional ideation
Client-centric goals
Continuous Delivery
Understand the hypothesis
Radical Collaboration
Ongoing Experimentation
Continuous Measurement
Deliver a Minimal Viable Solution
Fast response to client needs
Iterations based on client data
Charles Schwab
Proof Points
Information classification here (Public for events content)8
Charles Schwab
Accelerate Quality and Time
9
MVP Launch
70% Client Easy 94%
2 Design sprints 5
8 Dev sprints 2
Old Way New Way
Highly
volatile, lots of
rework
Better design that
clients LOVE
Client
frustration
Charles Schwab10
Unlock Cross Channel
Feedback Fridays
Multi-year build for B2B Experience
Recurring front line and user feedback
=> Ongoing delivery to clients and service team
=> Opportunity backlog
=> Feeds launched software tests
Charles Schwab11
Explore Big Questions…
How do we serve clients better in
digital?
“Our Digital Transformation simply means serving clients better!
That’s it. No Spin. No Complexities.”
- Walt Bettinger, President and CEO, Charles Schwab
Charles Schwab
…And Answer themFidelity&TestingValue
Storyboards
Medium # of variations
Hand Drawn Flows
Very high # of variations
Refined Screen Flows
High # of variations
Low-Fidelity Mockups
Very high # of variations
Medium-Fidelity Screens
High # of variations
Design Prototypes
Medium # of variations
Coded Prototype
Low # of variations
A/B testing
Minor Variations
Prototype Value Curve
Team ‘1’ Continuous Discovery
Charles Schwab
Opportunities
Information classification here (Public for events content)13
14
Opportunities
We are early in this journey
End to end
Experimentation
1
Turn insights into
Action
2
Improve speed
on every team
3
Empathy at Scale
4

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Experimentation through Clients' Eyes

  • 1. 1 Sara Tresch SVP, Digital Services Charles Schwab Experimentation through Client Eyes
  • 2. Charles SchwabInformation classification here (Public for events content)2 “There’s always another new idea, another convention to challenge, a million ways to make investing better. We just need to do it” Charles Schwab, Invested 2019
  • 3. Charles Schwab Enablers Proof Points Opportunities Information classification here (Public for events content)3 Today’s Discussion
  • 4. Charles Schwab Enablers Information classification here (Public for events content)4
  • 5. Charles Schwab Start with a Holistic Experience End to End Clients come to you with a job to do. They experience your brand thru many different touchpoints, and an experience design should start with this in mind. Front to Back Front to back experience design can be a win-win-win. Save time for clients, higher value rep interactions, and operational scale.
  • 6. Charles Schwab Get it right for the Client Information classification here (Public for events content)6 Help & Guidance Minutes Saved Client Easy Score Get Invested A simple, focused approach creates clarity
  • 7. Learn Fast to Act Fast Continuous Discovery Openness to change Cross functional ideation Client-centric goals Continuous Delivery Understand the hypothesis Radical Collaboration Ongoing Experimentation Continuous Measurement Deliver a Minimal Viable Solution Fast response to client needs Iterations based on client data
  • 8. Charles Schwab Proof Points Information classification here (Public for events content)8
  • 9. Charles Schwab Accelerate Quality and Time 9 MVP Launch 70% Client Easy 94% 2 Design sprints 5 8 Dev sprints 2 Old Way New Way Highly volatile, lots of rework Better design that clients LOVE Client frustration
  • 10. Charles Schwab10 Unlock Cross Channel Feedback Fridays Multi-year build for B2B Experience Recurring front line and user feedback => Ongoing delivery to clients and service team => Opportunity backlog => Feeds launched software tests
  • 11. Charles Schwab11 Explore Big Questions… How do we serve clients better in digital? “Our Digital Transformation simply means serving clients better! That’s it. No Spin. No Complexities.” - Walt Bettinger, President and CEO, Charles Schwab
  • 12. Charles Schwab …And Answer themFidelity&TestingValue Storyboards Medium # of variations Hand Drawn Flows Very high # of variations Refined Screen Flows High # of variations Low-Fidelity Mockups Very high # of variations Medium-Fidelity Screens High # of variations Design Prototypes Medium # of variations Coded Prototype Low # of variations A/B testing Minor Variations Prototype Value Curve Team ‘1’ Continuous Discovery
  • 13. Charles Schwab Opportunities Information classification here (Public for events content)13
  • 14. 14 Opportunities We are early in this journey End to end Experimentation 1 Turn insights into Action 2 Improve speed on every team 3 Empathy at Scale 4