Experimentation through Clients' Eyes

Experimentation through Clients' Eyes

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  1 Sara Tresch SVP, DigitalServices Charles Schwab Experimentation through Client Eyes
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  Charles SchwabInformation classificationhere (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
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  Charles Schwab Enablers ProofPoints Opportunities Information classification here (Public for events content)3 Today’s Discussion
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  Charles Schwab Enablers Information classificationhere (Public for events content)4
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  Charles Schwab Start witha 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.
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  Charles Schwab Get itright 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
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  Learn Fast toAct 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
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  Charles Schwab Proof Points Informationclassification here (Public for events content)8
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  Charles Schwab Accelerate Qualityand 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
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  Charles Schwab10 Unlock CrossChannel 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
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  Charles Schwab11 Explore BigQuestions… 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
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  Charles Schwab …And AnswerthemFidelity&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
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  Charles Schwab Opportunities Information classificationhere (Public for events content)13
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  14 Opportunities We are earlyin this journey End to end Experimentation 1 Turn insights into Action 2 Improve speed on every team 3 Empathy at Scale 4