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Structuring Teams and
Portfolios for Success
Richard Dalton
@mauvyrusset
Head of Consumer Design, Verizon
TAXONOMY
MEASUREMENT
PORTFOLIO
PROCESS
PEOPLE
THE EXPERIENCE
MONEY
TAXONOMY
MEASUREMENT
PORTFOLIO
PROCESS
PEOPLE
THE EXPERIENCE
MONEY
TAXONOMY
TAXONOMY
TAXONOMY
Person
Situation
+
Systems
Experience
TAXONOMY
Consumer Products
Things customers want/need
myPlan Home Gizmo
Customer Activities
Things customers do
Sales and Service activities. Using
customer language. “Customer
wakes up in the morning and
thinks … I want to X”.
Purchase new products
Manage my products
Update my account
Get help when something
breaks
Review & pay a
bill
Shared Capabilities
Common systems
Enable continuity across products
and touchpoints
Individual Profiles
Personalization
Measurement
Workflow
Etc.
Coded-components
AI
Touchpoints
Where the interaction happens
Learn Buy Get Setup Use Pay Manage Support
Digital (Web, App, BBP, Email/SMS, VZA)
Retail (POS, Display, Lockers, Fixtures, etc)
Call/Chat Centers (ACSS, Optix, POS, IVR ,etc.)
D2D/Home Services (D2D, Tech Tablet, etc)
Pattern Ecosystems
TAXONOMY
●Change/Update personal account
Information (Name change, billing
address, etc)
●Remove a phone from my existing
account, and open a new account
for it
●Merge someone's existing account
with my account
●Let someone do [x] in my account
●Secure my account and change
password
●Transfer ownership of my account
●Change my phone number
●Switch phone company
●Get money for my old phone
●Get a new phone
●Get someone a phone, and add
them to my account
●Get an (ex.tablet) that has internet
●Get home internet
●Sign up for a TV plan
●Add internet to my car
●Buy a (ex.phone case)
●Buy hotspot
●Add (ex.SmartFamily) to my account
●Link a device I bought (externally)
to my phone
●Use my phone number on another
phone
●Use a device I bought (externally) to
replace my existing device on my
plan
●Remove a (phone number/person)
from my account
●Change my (phone/home/int'l) plan
●Move (my home Internet and TV
services)
●Know if and how I can use my
phone abroad
●Have connectivity while I am on a
cruise
●Be able to call another country
from the US
●Remove (ex.SmartFamily)
from my account
●Suspend (my plan) temporarily
●Close my (home internet/phone)
account
●I want to save money / I want to get
the most value from my account
●Understand and manage my
personal data with Verizon
●Check how much data I have used
●Replace or fix my broken device
●Report my lost/stolen device
●Help with my connection because
something is wrong
Purchase new products Manage my products Update my account
Get help when something
breaks
Review & pay a bill
●Pay my bill
●Know where [x] charge came from
and resolve issue
TAXONOMY
Consumer Products
Things customers want/need
myPlan Home Gizmo
Customer Activities
Things customers do
Sales and Service activities. Using
customer language. “Customer
wakes up in the morning and
thinks … I want to X”.
Purchase new products
Manage my products
Update my account
Get help when something
breaks
Review & pay a
bill
Shared Capabilities
Common systems
Enable continuity across products
and touchpoints
Individual Profiles
Personalization
Measurement
Workflow
Etc.
Coded-components
AI
Touchpoints
Where the interaction happens
Learn Buy Get Setup Use Pay Manage Support
Digital (Web, App, BBP, Email/SMS, VZA)
Retail (POS, Display, Lockers, Fixtures, etc)
Call/Chat Centers (ACSS, Optix, POS, IVR ,etc.)
D2D/Home Services (D2D, Tech Tablet, etc)
Pattern Ecosystems
TAXONOMY
Consumer Products
Things customers want/need
myPlan Home Gizmo
Customer Activities
Things customers do
Sales and Service activities. Using
customer language. “Customer
wakes up in the morning and
thinks … I want to X”.
Purchase new products
Manage my products
Update my account
Get help when something
breaks
Review & pay a
bill
Shared Capabilities
Common systems
Enable continuity across products
and touchpoints
Individual Profiles
Personalization
Measurement
Workflow
Etc.
Coded-components
AI
Touchpoints
Where the interaction happens
Learn Buy Get Setup Use Pay Manage Support
Digital (Web, App, BBP, Email/SMS, VZA)
Retail (POS, Display, Lockers, Fixtures, etc)
Call/Chat Centers (ACSS, Optix, POS, IVR ,etc.)
D2D/Home Services (D2D, Tech Tablet, etc)
Pattern Ecosystems
TAXONOMY
MEASUREMENT
PORTFOLIO
PROCESS
PEOPLE
THE EXPERIENCE
MONEY
MEASUREMENT
TAXONOMY
MEASUREMENT
NPS
jeffgothelf.com/blog/nps-is-a-waste-of-time-use-these-metrics-instead
DIS
RIS
Product IS
CSAT
CA Score
MEASUREMENT
“What do satisfied customers do in our product?”
“What do dissatisfied customers do in our
product?”
MEASUREMENT
NPS
jeffgothelf.com/blog/nps-is-a-waste-of-time-use-these-metrics-instead
DIS
RIS
Product IS
CSAT
CA Score
MEASUREMENT
FAKE DATA!
TAXONOMY
MEASUREMENT
PORTFOLIO
PROCESS
PEOPLE
THE EXPERIENCE
MONEY
PORTFOLIO
MEASUREMENT
PORTFOLIO
PORTFOLIO
PORTFOLIO
Expense + Capital (Detailed Designs)
Creation Optimization
Vision
Detailed definition,
concepting, and specification
of new products or
functionality.
Fix and optimize
performance through
improved user interface
patterns and content.
Exploratory visualization to
support high-level definition
and alignment potential
additions to the product and
service portfolio.
Revolution
Update or extend existing
experiences to integrate new
or updated products and
capabilities.
Collaboration with Product,
Journey, and Channel
partners to redefine,
concept, and specify
next-generation
experiences, sunsetting
existing ones.
Extension Content refresh
Campaign refresh, copy &
content refresh, pricing
updates, legal updates with
no other functional flow
changes.
Expense Expense
TAXONOMY
MEASUREMENT
PORTFOLIO
PROCESS
PEOPLE
THE EXPERIENCE
MONEY
PROCESS
PORTFOLIO
PROCESS
Product over Project
Who has the ACTs?
Global & Local Prioritization
Roles & Responsibilities (and
ratios)
TAXONOMY
MEASUREMENT
PORTFOLIO
PROCESS
PEOPLE
THE EXPERIENCE
MONEY
PEOPLE
PROCESS
PEOPLE
Diversity
Geography
Labor Type
Skill Sets
Culture
Performance Management
(see Indra’s post -
indrapendence.medium.com)
TAXONOMY
MEASUREMENT
PORTFOLIO
PROCESS
PEOPLE
THE EXPERIENCE
MONEY
PEOPLE
Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.
Richard Dalton
@mauvyrusset
Head of Consumer Design, Verizon

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