Structuring Teams and Portfolios for Success

This talk offers actionable insights at an executive level for enhancing productivity and refining your portfolio management approach to propel your organization to greater heights.

Key Points Covered:

1. Experience Transformation:

- The core challenge remains consistent across organizations: converting budget into user-centric designs.
- Strategies for deploying design resources effectively in both startups and large enterprises.

2. Strategic Frameworks:

- Introduction to the "Ziggurat of Impact" model, detailing layers from basic system interactions to comprehensive customer experiences.
- Practical insights on creating frameworks that scale with organizational complexity.

3. Organizational Impact:

- Real-world examples of navigating design in large settings, focusing on the synthesis of consumer products and customer experiences.
- Emphasis on the importance of designing systems that directly influence customer interactions.

4. Design Execution:

- Detailed walkthrough of organizational layers affecting design execution, from touchpoints and customer activities to shared capabilities.
- How to ensure design influences both the micro and macro aspects of customer interactions.

5. Measurement and Adaptation:

- Techniques for measuring the impact of design decisions and adapting strategies based on data-driven insights.
- The critical role of continuous improvement and feedback in refining customer experiences.

1. Structuring Teams and
Portfolios for Success

Richard Dalton
@mauvyrusset
Head of Consumer Design, Verizon

2. TAXONOMY
MEASUREMENT
PORTFOLIO
PROCESS
PEOPLE
THE EXPERIENCE
MONEY

3. TAXONOMY
MEASUREMENT
PORTFOLIO
PROCESS
PEOPLE
THE EXPERIENCE
MONEY
TAXONOMY

4. TAXONOMY

5. TAXONOMY
Person

Situation
+
Systems
Experience

6. TAXONOMY
Consumer Products
Things customers want/need
myPlan Home Gizmo
Customer Activities
Things customers do

Sales and Service activities. Using
customer language. “Customer
wakes up in the morning and
thinks … I want to X”.
Purchase new products
Manage my products
Update my account
Get help when something
breaks
Review & pay a
bill
Shared Capabilities
Common systems

Enable continuity across products
and touchpoints
Individual Profiles
Personalization
Measurement
Workflow
Etc.
Coded-components
AI
Touchpoints
Where the interaction happens
Learn Buy Get Setup Use Pay Manage Support
Digital (Web, App, BBP, Email/SMS, VZA)
Retail (POS, Display, Lockers, Fixtures, etc)
Call/Chat Centers (ACSS, Optix, POS, IVR ,etc.)
D2D/Home Services (D2D, Tech Tablet, etc)
Pattern Ecosystems

7. TAXONOMY
●Change/Update personal account
Information (Name change, billing
address, etc)
●Remove a phone from my existing
account, and open a new account
for it
●Merge someone's existing account
with my account
●Let someone do [x] in my account
●Secure my account and change
password
●Transfer ownership of my account
●Change my phone number
●Switch phone company
●Get money for my old phone
●Get a new phone
●Get someone a phone, and add
them to my account
●Get an (ex.tablet) that has internet
●Get home internet
●Sign up for a TV plan
●Add internet to my car
●Buy a (ex.phone case)
●Buy hotspot
●Add (ex.SmartFamily) to my account
●Link a device I bought (externally)
to my phone
●Use my phone number on another
phone
●Use a device I bought (externally) to
replace my existing device on my
plan
●Remove a (phone number/person)
from my account
●Change my (phone/home/int'l) plan
●Move (my home Internet and TV
services)
●Know if and how I can use my
phone abroad
●Have connectivity while I am on a
cruise
●Be able to call another country
from the US
●Remove (ex.SmartFamily)
from my account
●Suspend (my plan) temporarily
●Close my (home internet/phone)
account
●I want to save money / I want to get
the most value from my account
●Understand and manage my
personal data with Verizon
●Check how much data I have used
●Replace or fix my broken device
●Report my lost/stolen device
●Help with my connection because
something is wrong
Purchase new products Manage my products Update my account
Get help when something
breaks
Review & pay a bill
●Pay my bill
●Know where [x] charge came from
and resolve issue

8. TAXONOMY
Consumer Products
Things customers want/need
myPlan Home Gizmo
Customer Activities
Things customers do

Sales and Service activities. Using
customer language. “Customer
wakes up in the morning and
thinks … I want to X”.
Purchase new products
Manage my products
Update my account
Get help when something
breaks
Review & pay a
bill
Shared Capabilities
Common systems

Enable continuity across products
and touchpoints
Individual Profiles
Personalization
Measurement
Workflow
Etc.
Coded-components
AI
Touchpoints
Where the interaction happens
Learn Buy Get Setup Use Pay Manage Support
Digital (Web, App, BBP, Email/SMS, VZA)
Retail (POS, Display, Lockers, Fixtures, etc)
Call/Chat Centers (ACSS, Optix, POS, IVR ,etc.)
D2D/Home Services (D2D, Tech Tablet, etc)
Pattern Ecosystems

11. TAXONOMY
Consumer Products
Things customers want/need
myPlan Home Gizmo
Customer Activities
Things customers do

Sales and Service activities. Using
customer language. “Customer
wakes up in the morning and
thinks … I want to X”.
Purchase new products
Manage my products
Update my account
Get help when something
breaks
Review & pay a
bill
Shared Capabilities
Common systems

Enable continuity across products
and touchpoints
Individual Profiles
Personalization
Measurement
Workflow
Etc.
Coded-components
AI
Touchpoints
Where the interaction happens
Learn Buy Get Setup Use Pay Manage Support
Digital (Web, App, BBP, Email/SMS, VZA)
Retail (POS, Display, Lockers, Fixtures, etc)
Call/Chat Centers (ACSS, Optix, POS, IVR ,etc.)
D2D/Home Services (D2D, Tech Tablet, etc)
Pattern Ecosystems

12. TAXONOMY
MEASUREMENT
PORTFOLIO
PROCESS
PEOPLE
THE EXPERIENCE
MONEY
MEASUREMENT
TAXONOMY

13. MEASUREMENT
NPS
jeffgothelf.com/blog/nps-is-a-waste-of-time-use-these-metrics-instead
DIS
RIS
Product IS
CSAT
CA Score

14. MEASUREMENT
“What do satisfied customers do in our product?”
“What do dissatisfied customers do in our
product?”

15. MEASUREMENT
NPS
jeffgothelf.com/blog/nps-is-a-waste-of-time-use-these-metrics-instead
DIS
RIS
Product IS
CSAT
CA Score

16. MEASUREMENT
FAKE DATA!

17. TAXONOMY
MEASUREMENT
PORTFOLIO
PROCESS
PEOPLE
THE EXPERIENCE
MONEY
PORTFOLIO
MEASUREMENT

18. PORTFOLIO

19. PORTFOLIO

20. PORTFOLIO
Expense + Capital (Detailed Designs)
Creation

Optimization

Vision

Detailed definition,
concepting, and specification
of new products or
functionality.
Fix and optimize
performance through
improved user interface
patterns and content.
Exploratory visualization to
support high-level definition
and alignment potential
additions to the product and
service portfolio.
Revolution

Update or extend existing
experiences to integrate new
or updated products and
capabilities.
Collaboration with Product,
Journey, and Channel
partners to redefine,
concept, and specify
next-generation
experiences, sunsetting
existing ones.
Extension

Content refresh

Campaign refresh, copy &
content refresh, pricing
updates, legal updates with
no other functional flow
changes.
Expense Expense

21. TAXONOMY
MEASUREMENT
PORTFOLIO
PROCESS
PEOPLE
THE EXPERIENCE
MONEY
PROCESS
PORTFOLIO

22. PROCESS
Product over Project
Who has the ACTs?
Global & Local Prioritization
Roles & Responsibilities (and
ratios)

23. TAXONOMY
MEASUREMENT
PORTFOLIO
PROCESS
PEOPLE
THE EXPERIENCE
MONEY
PEOPLE
PROCESS

24. PEOPLE
Diversity
Geography
Labor Type
Skill Sets
Culture
Performance Management
(see Indra’s post -
indrapendence.medium.com)

25. TAXONOMY
MEASUREMENT
PORTFOLIO
PROCESS
PEOPLE
THE EXPERIENCE
MONEY
PEOPLE

26. Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.
Richard Dalton
@mauvyrusset
Head of Consumer Design, Verizon