Next speaker is Kate Hardgrave, Design lead
UniSuper — Finding the Sweet Spot: Leveraging Insights to Shape Strategic Direction
#dr2021
UniSuper — Finding the Sweet Spot: Leveraging Insights to Shape Strategic Direction
#dr2021
Kate will share her work leading the customer team on a strategic initiative to uncover "what is the future superannuation"
Superannuation is a massive industry but Uni Super is a partially closed fund (only available to a certain group of people) so the awareness of the company is low.
Over the last couple years UniSuper has moved away from traditional market research methodologies toward a more customer centric appraoch.
They used journey mapping and audio quotes to share customer experiences with every level of the organisation.
Kate shared part 1 of this project at design research 2019 (uxaustralia.com.au/conferences/de…)
Kate will share what happened after they generated a groundswell of support for customer centric transformation.
#dr2021
Kate will share what happened after they generated a groundswell of support for customer centric transformation.
#dr2021
The project fit into the "improve" section of the UniSuper strategy.
They were able to step into the weird uncomfortable feeling that comes with uncertainty.
They were able to step into the weird uncomfortable feeling that comes with uncertainty.
They created a set of "Target State Principles" to anchor the project to before it began.
The principles were aligned to three strategic pillars, it was easier for stakeholders to have 3 things to remember rather than the 11 principles.
The principles were aligned to three strategic pillars, it was easier for stakeholders to have 3 things to remember rather than the 11 principles.
In hindsight the journey maps were not holistic — they were done as individual, non connected journeys. They also didn't have the perspective of business objectives.
Kate organised workshops with stakeholders to create a set of business journey maps
Kate organised workshops with stakeholders to create a set of business journey maps
Kate used the Shwartz theory of basic human values — they highlighted the top 5 values as a team, then shared back their perspectives to help understand each others approach to the project and be more deliberate with how they collaborated.
They mapped 6 key problem spaces for UniSuper and showed how they were unable to solve problems independent of the others.
They made a decision to keep the presentation material raw so that people could see it could change and that it came from everyone.
They made a decision to keep the presentation material raw so that people could see it could change and that it came from everyone.
The CEO nominated himself as the sponsor for the project — this meant that there was more involvement from the wider business which highlighted the different approaches of getting work done.
Kate wishes she would have co-designed with the streams prior to collaboration
Kate wishes she would have co-designed with the streams prior to collaboration
Kate's team created an artifact called the "Target Customer Experience Blueprint"
It is used as a decision making tool for teams to help them connect their product to a holistic experience inside and outside of the organisation
It is used as a decision making tool for teams to help them connect their product to a holistic experience inside and outside of the organisation
In ambiguity lies opportunity — this is a huge amount of change for an organisation and Kate is excited to see how UniSuper continues to use the artefacts to drive change.
@threadreaderapp unroll please
• • •
Missing some Tweet in this thread? You can try to
force a refresh
