Work │ 03. AMERICAN EXPRESS — Helping Teams Get Closer to Users
Design thinking coaching & training
Client
AMEX (In-house)
Focus
Definition and Strategy, Product Discovery, Product/Market Fit
Established a coaching and training program to bring user-centred design thinking to product and service teams in the digital workplace
Innovation and Design Leadership, Strategy, UX Research, Product UX-UI Design, Workshop Facilitation, Prototyping, Website Design, App Design.
Problem Space
➔ Product teams did not base product development on users’ needs, pain points and goals
➔ The voice of the customer was not leveraged enough
➔ Significant investment made into personas but were not effectively used in product development
➔ The relatively small in-house UX team were unable to support all global product team needs
➔ Problem space unacknowledged and no initiatives in place to address the situation
Objectives
Product and UX Innovation
Create new opportunities to increase revenue and promote innovation to the addressable market.
New Data-focussed Experiences
Drive new applications for customer data.
Customer Experience Evolution
Establish a new Dealogic UX DNA for a more integrated and consistent customer experience
My Role
➔ Product owner
➔ North star and strategy
➔ UX research and training definition
➔ Workshop facilitation and talks
➔ Stakeholder management
➔ Roadmap planning and communication strategy
What I Did
➔ Established strategy, guiding principles
➔ Led definition of focus areas and activities to address problem space through workshops, and ideation sessions
➔ Worked with senior leaders, VPs, product management and teams to ensure buy-in and adoption
➔ Defined observable metrics
➔ Training oversight and evolution
Hypothesis
“We believe if we give product teams the UX research tools they need to get user insights into roadmaps and backlogs, product adoption and sentiment will be improved”
Validated by a 50% increase roadmap and backlog prioritisation based on user needs, and 8% increase in C-Sat score above and beyond the 80% baseline.
Approach
➔ Mandatory virtual training to all product teams
➔ Bespoke hands-on coaching to the initial set group prioritised product team
➔ Helped product teams grow their skill set
➔ Monitor, measure, learn
Impact and Outcomes
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Delivery Across the Organisation
UX research training given to 100% of Digital Workplace organisation.
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Teaching Teams to Fish
Teaching teams to fish. Customised coaching to prioritised teams provided.
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Products Aligned to User Needs
90% increase in awareness of key qual/quant UX research methods. 50% of core teams able to describe UX research and value to business. 60% of coached teams backlog items derived from user research activities.
The examples of work have been selected to provide a snapshot of my portfolio. Due to client and employer confidentiality issues, some of the examples may be limited in detail and I can only provide a specific number of examples. However, I would be available to share my case studies and other samples of my work in more detail in a meeting or a portfolio showcase context if this would be of interest.