Mapping the Way Forward

Influencing Client Experience through Service Design

Dom La Cava

#TheWayForward

March 25, 2012

Way back in February 2011…

Way back in February 2011…

Way back in February 2011…

Regulations limited us

from mentioning our

investment products until

fully licensed.

Concentrated on relating:

• Vanguard’s history

• Mission statement

• Values

Used:

• Brochures

• Pamphlets

Duplicated on the

website.

International marketing

Marketing

managers

Marketing

communications Web services

International marketing director

managers project managers

writers

editors

designers

information architects

information designers

interaction designers

content strategists

usability engineers

project managers

International marketing

Marketing

managers

Marketing

communications Web services

International marketing director

managers project managers

writers

editors

designers

information architects

information designers

interaction designers

content strategists

usability engineers

project managers

Web team could add value by

- Mapping the experience

- Identifying touchpoints

- Facilitating communication

- Working collaboratively

How to get this message across to business and marketing executives?

User-centered Design Process

Web team

• Information architect

• Information designer

• Interaction designer

• Content strategist

• Usability engineer

Research

Vision

Prototype

Test

Elevate

Skeleton wireframe of long-term Canada website (deliverable for 2013)

Skeleton wireframe of long-term Canada website (deliverable for 2013)

Skeleton wireframe of initial Canada website

Canada June 2011 website wireframe

Skeleton wireframe of initial Canada website

Canada June 2011 website wireframe

They appreciated the Webteam team’s strategic thinking.

Bubble map of Canada User Experience

Bubble map of Canada User Experience

Bubble map of Canada User Experience

Relationships

Professional relationship

with Marketing manager

Relationships

Team building with other

Marketing groups

Relationships

Team building with other

Marketing groups

Bubblemap served as an

ice breaker to facilitate

communication among the

Marketing teams.

Discussed:

• Business needs

• Marketing goals

• Collaboration to deliver a

final product

Discussions established

• Trust

• Respect

• Equality

among all team members.

Bubble map of Canada User Experience – first iteration

Marketing members offered suggestions and improvements to the Bubblemap,

creating a sense of co-ownership of the client experience.

Spiral ecosystem diagram of Canada User Experience

Spiral ecosystem diagram of Canada User Experience

Diagrams working together

Both have the same information but in different formats, helping people to understand the Spiral diagram’s representation of outside influences.

Initial Canada Website elevated June 6, 2011

Bubble map of Canada User Experience – third iteration

Bubble map of Canada User Experience – third iteration

Bubble map of Canada User Experience – third iteration

Bubble map of Canada User Experience – third iteration

Bubble map of Canada User Experience – third iteration

Bubble map of Canada User Experience – third iteration

Annotated relationships, influenced by Edward Tufte,

showed how individual elements related to each other.

The relationships

• Identified advisors’ use of multiple channels.

• Illustrated deliverables’ interdependence.

This realization demystified roles and revealed who

members could collaborate with to finalize their

deliverables.

Website

E-mail to advisors Print advertisement Online banner advertisements

Brochures Events site

Website

E-mail to advisors Print advertisement Online banner advertisements

Brochures Events site

Website

E-mail to advisors Print advertisement Online banner advertisements

Brochures Events site

Image strategy across print and web

Image strategy across print and web

Marketing teams came together to establish and maintain Vanguard’s brand, with the intent to ensure advisors had the impression that they were dealing with one company when they had any interaction with Vanguard.

Newsletter diagram of Canada User Experience

Newsletter diagram of Canada User Experience

Newsletter diagram of Canada User Experience

Diagram shows how advisors act in specific channels when gathering information from Vanguard and passing it on to their own clients. This helped the larger marketing team to realize where we could provide better services to advisors to help them with their own businesses.

Collection of diagrams

Collection of diagrams

• Bubblemap, Spiral, and Newsletter diagrams show the total

Canadian advisor experience.

• Web team thinks about users in all respects and how to make

all touch points consistent and pleasurable.

• Mapping the experience creates an atmosphere of

collaboration and trust to deliver holistic solutions.

• Users should only think about how they are dealing with

“Vanguard” no matter which channel they choose.

References

Hewstone, Miles, and Michael Hogg, “Interpersonal Relations and Group Processes,”

Ed. Hewstone, Miles, Frank Fincham, Jonathon Foster, Psychology, Chapter 18,

Wiley-Blackwell, Boston, 2005

Kalbach, James, “Alignment Diagrams: Focusing the Business on Shared Value,”

Boxes and Arrows, September 7, 2011.

(www.boxesandarrows.com/view/alignment-diagrams)

Kalbach, James, and Paul Kahn, “Locating Value with Alignment Diagrams,”

Parsons Journal for Information Mapping, Vol. III, Issue 2, Spring 2011.

Kramer, Roderick M. and Tom R. Tyler, “Developing and Maintaining Trust in Work Relationships,”

Trust in Organizations: Frontiers of Theory and Research, Ed. Roy J. Lewicki and

Barbara Benedict, Sage Publications, Inc., 1st edition,1995.

Poole, Marshall, (Small Group Development Theory), “Decision Development in Small Groups:

A Comparison of Two Models,” Communication Monographs, Vol.48, Issue 1, p. 1-24, March 1981.

(www.abacon.com/commstudies/groups/devgroup.html)

Tufte, Edward, Envisioning Information, Graphics Press LLC, Cheshire, CT, 1990.