UX STRAT USA 2015 presentation by Richard Dalton, USAA Assistant Vice President, User Experience Design

1. TURNING STRATEGY
INTO EXECUTION
R I C H A R D D A LTO N , U S A A
@ M A U V Y R U S S E T

2. TURNING STRATEGY
INTO EXECUTION
R I C H A R D D A LTO N , U S A A
@ M A U V Y R U S S E T

3. Video by Michael Noriega, https://youtu.be/t4OEsI0Sc_s

4. LIKE PUPPIES,
EXPERIENCES
ARE FOR LIFE,
NOT JUST FOR
CHRISTMAS
Photo by Jan Truter, https://flic.kr/p/f86v8r

5. Video by Circ Figueres http://youtu.be/9tnzo5t9m7c

6. GOING ABOVE FOR THOSE WHO HAVE GONE BEYOND

7. CEMENT TRUCK HIT
MEMBER’S VEHICLE
MEMBER CALLS USAA

8. FIRE NEAR
MEMBER’S HOME
USAA CALLS MEMBER

9. FIRE NEAR
MEMBER’S HOME
USAA CALLS MEMBER
CEMENT TRUCK HIT
MEMBER’S VEHICLE
MEMBER CALLS USAA

10. USAA CALLS MEMBER MEMBER CALLS USAA
FIRE NEAR
MEMBER’S HOME
TOUCHPOINT TOUCHPOINT
CEMENT TRUCK HIT
MEMBER’S VEHICLE

11. TOUCHPOINT TOUCHPOINT
CEMENT TRUCK HIT
MEMBER’S VEHICLE
FIRE NEAR
MEMBER’S HOMEMANY CONTEXTS
TOUCHPOINTS SPAN

12. MANY CHANNELS
MANY CONTEXTS
TOUCHPOINTS SPAN

13. In the past 10 minutes ...
3 life insurance applications
12 new members
31 member emails received
35 P&C auto quotes
68 member faxes received
75 claims opened
150 prepaid card
transactions
595 remote deposits
1,874 funds transfers
2,171 IVR calls
3,941 inbound MSR calls
5,709 new usaa.com
sessions
9,921 credit card
transactions
10,969 mobile logins
21,219 debit card
transactions

14. EACH TOUCHPOINT
HAS MANY ENABLERS
Products
Advice
FRS
Relationship
Business Rules
Personalization
Quality Measures
Funding / Planning
Programs
Projects
Member Research / VOM
Strategy Roadmap
PPTI

15. CREATING MILLIONS
OF CONNECTIONS
Products
Advice
FRS
Relationship
Business Rules
Personalization
Quality Measures
Funding / Planning
Programs
Projects
Member Research / VOM
Strategy Roadmap
PPTI

17. We are not alone.

18. 80+ Combat Aircraft
Simultaneous Launch & Recovery
4.5 Acre Flight Deck
U.S.
Navy
photo
by
Mass
Communica6on
Specialist
2nd
Class
Lyle
H.
Wilkie
III/Released.
Public
Domain.
Cropped
to
fit.
hFp://www.navy.mil/view_image.asp?id=157497

19. 426 Orders / Second
244M Active Users
$74.45B Net Revenue
Photo still from video: Amazon’s Eighth Generation Fulfillment Center.
http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-images_videos

20. 426 Orders / Second
244M Active Users
$74.45B Net Revenue
80+ Combat Aircraft
Simultaneous Launch
& Recovery
4.5 Acre Flight Deck
U.S.
Navy
photo
by
Mass
Communica6on
Specialist
2nd
Class
Lyle
H.
Wilkie
III/Released.
Public
Domain.
Cropped
to
fit.
hFp://www.navy.mil/view_image.asp?id=157497
Photo still from video: Amazon’s Eighth Generation Fulfillment Center.
http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-images_videos

21. 426 Orders / Second
244M Active Users
$74.45B Net Revenue
80+ Combat Aircraft
Simultaneous Launch
& Recovery
4.5 Acre Flight Deck
Amazon
KIVA Solution
Navy
Ouija Board
Photo: Sailors, making moves on the Ouija board. CC BY 2.0. Copyright © 2011. Cropped to fit.
U.S. Navy photo by Mass Communication Specialist Seaman Justin E. Yarborough/Released.
https://www.flickr.com/photos/usnavy/6057090202/
Photo: KIVA at Amazon. Cropped to fit.
http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-images_videos

22. PEOPLE
P
PROCESS
P
TECHNOLOGY
T
INFORMATION
I

23. Map
Members’ activities, thoughts,
and goals through life scenarios.
Connect
To planning, projects, and products
that enable our touchpoints.

24. Natalie, an IT Project Manager, receives a brief for the
Suspicious Transactions project. She has to estimate the
project before the August kickoff. The brief includes a list of 5
potential affected touchpoints, so Natalie goes to TMS to get
started.
Benefits: More accurate initial scoping

25. As Natalie begins to validate the
touchpoints for her project in
preparation for agile story writing,
she discovers that 6 other
touchpoints will be affected,
bringing the total to 11.
Benefits
Faster project kickoff
More accurate estimates

26. She also discovers that an in-flight project is working on 3
of the same touchpoints. Natalie gets in touch with the
other team to explore this overlap, and eliminate
duplication.
Benefits: Cost-savings

27. The 11 touchpoints are enabled by 4 systems – UNICA,
RulesExpress, TPM and EPMS. Natalie uses TMS to
identify the system owners and consults with them to
assess the level of effort to make changes.
Benefits: Collaboration, More accurate estimates

28. Meanwhile, elsewhere in the organization…

29. James, a Digital Channel Manager, is meeting with Frank, his
Product Manager. They’re reviewing touchpoint performance
and optimization opportunities, when they notice that Natalie’s
project is working on the same touchpoints.
Benefits: Access to data, Awareness of other activities

30. James flags the touchpoints affected and adds a
note to each describing the collaboration opportunity.
Benefits: Documentation & traceability

31. Natalie, who is working remotely, receives a TMS notification. She
accesses the system and sees which touchpoints James flagged for
collaboration. She agrees, but they have to get approval from
Patricia, the APO, before moving forward.
Benefits: Remote collaboration and workflow

32. Patricia - the APO - can
see the benefits, and
agrees with the
adjusted plan, focused
on fixing pain points
before introducing
more features.
Benefits
Agile prioritization

33. Natalie was able to kickoff
the project faster and
deliver a more accurate
estimate, as well as finding
cost-savings.
James was able to improve
the touchpoints he owns
with little to no funding.
Patricia was able to increase
the value her project
delivered by reprioritizing
based on new information.
Frank was able to access
data on product distribution
and achieve improvements
to his acquisition rate.
Members benefit from faster
improvements to touchpoints,
creating better experiences and
stronger relationships.

34. Video by Bruce Corwin, http://youtu.be/_AoSmv8skaY

35. GOING ABOVE FOR THOSE WHO HAVE GONE BEYOND