Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Kate Hardgrave - Finding the Sweet Spot: Leveraging Insights to Shape Strategic Direction

uxaustralia
March 17, 2021

Kate Hardgrave - Finding the Sweet Spot: Leveraging Insights to Shape Strategic Direction

I work in the Australian superannuation industry – an industry which is complex, typically conservative, highly regulated and characterised by customer apathy and disengagement.

We’ve been striving to drive customer-centric change at UniSuper for 3-4 years now, leveraging research to reverse engineer processes and shift mindsets. In 2019, I co-presented our journey mapping journey at Design Research alongside my colleague, Leah Mackenzie.

This is “Chapter 2” of my story. It’s about what happened when the groundswell we had created resulted in a breakthrough moment: Customer Experience (CX) having a seat at the decision-making table.

This presentation will cover my experiences leading a small CX team to influence UniSuper’s strategic direction through organisation-wide collaboration. It’s about what we did with our seat, and how we did it, to ensure that the voice of the customer was heard authentically all the way up to Board level. I’ll cover using insights to drive action through codesign of enterprise initiatives, and lessons learned when addressing both business and customer needs over the course of 9 months.

This talk is for anyone who is grappling with the challenge of translating customer insights into strategic action. How can we advance the business impact of research?

uxaustralia

March 17, 2021
Tweet

More Decks by uxaustralia

Other Decks in Design

Transcript

  1. $90 billion in funds under management One of Australia’s largest

    super funds: over 450,000 members Semi-closed to higher education & research sector
  2. 10 What problems currently exist? What should our target state

    be? What do we need to fill the gap? What capabilities are needed to enable us to grow & scale?
  3. 11 An enterprise-wide project To provide greater retirement outcomes To

    be the best value superannuation fund in Australia SUSTAIN Great Value Excellent Service Good Governance IMPROVE Simplification Enhancement One Team BE READY Monitor and Act
  4. 18 Current State Target State Research Synthesis Ideate Iterate Inform

    enterprise initiative development Identify problems to solve for Set up
  5. PRODUCT CONFIGURATION ENGAGEMENT DATA INFORMED ENGAGEMENT KNOWLEDGE GAPS SINGLE VIEW

    OF CUSTOMER COLLECTION DATA USE EXPERIENCE CHANNEL OF CHOICE SELF SERVE INCLUSIVE SERVICE WORKFLOW SYSTEMS PROCESS DESIGN & MANAGEMENT BUSINESS AREA ACCOUNTABILITY RESOURCES PRIORITISATION EXTERNAL (COMPLIANCE & 3RD PARTIES) PERFORMANCE & FEATURES CONSUMPTION (INFLOW OF INFORMATION) PRESENTATION (OUTFLOW OF INFORMATION) DISCONNECTION DATA SYNCRONIZSED ENGAGEMENT Problem Spaces COLLABORATION
  6. 29 Current State Target State Research Synthesis Ideate Iterate Inform

    enterprise initiative development Identify problems to solve for Set up
  7. Where to from here? Problem areas identified Target state experiences

    co-designed Target CX Blueprint embedded Initiatives & sponsors identified …prioritisation and delivery? 33