Scottrade and Understanding the Customer Journey:When Segmentation Isn’t EnoughGina Bhawalkar Assistant Vice President • User Experience & Accessibility • Scottrade
Lys Maitland Senior User Experience Designer • EffectiveUI
Brokerage products and services offered through Scottrade Inc. Member FINRA/SIPC.
Disclosures
The materials presented are being provided for educational purposes only. The information presented or discussed is not a recommendation or solicitation by Scottrade or its affiliates.
Scottrade and its affiliates are not offering or providing any advice, opinion or recommendation of the suitability, value or profitability of any particular tool or investment strategy.
Any specific securities or tools shown are for demonstration purposes only and should not be considered investment advice.
EffectiveUI is a third party vendor not affiliated with Scottrade Inc. Third-party websites, research, and tools are from sources deemed reliable. Scottrade does not guarantee accuracy or completeness of the information and makes no assurances with respect to results to be obtained from their use.
About Scottrade
Scottrade Financial Services, Inc. is a privately-held company that includes Scottrade, Inc., Scottrade Bank, and Scottrade Investment Management.
Founded in 1980 to provide investors with a better way to invest and take control of their financial success.
Our mission: Improve lives by helping people overcome barriers to financial success.
Headquartered in St. Louis, MO with more than 3600 associates nationwide.
About EffectiveUI
EffectiveUI is a UX-focused technology agency that creates transformational digital products
Founded in 2005 and headquartered in Denver, Colo.
We adapt technology and systems to human behavior (versus the other way around)
Services include customer insight, strategic services, experience design, software engineering and engagement management
The company has received more than 150 industry awards for innovation, design, and technology
Why we took on this research effort
Existing segmentation models weren’t telling us enough about our clients.
Existing personas were project level and based on assumptions.
We’d planted the seed, obtained buy-in, and the timing was finally right.
We’d found the right partner in EffectiveUI.
Understand who you are working with
Core UX Team
Stakeholders
Company climate
Leverage existing research
Research objectives
Uncover goals, behaviors and motivations for investing
Understand expectations
Discover needs across channels and their ecosystem of financial service providers
Identify moments of truth for customers
Collect qualitative data to feed personas and journey maps
The numbers
36 interviews 2 hours each 3 cities 3 weeks
The ethnographic study
In their workspaces…
seeing their processes…and their tools.
They even shared their pets
Core team participation
Sharing what we heard
Storytelling sessions
Analysis & Synthesis: Don’t ‘go dark’
The Journey Maps
July 17, 2014
Socializing personas and journey maps: The first step to putting our research into action
Take a strategic and tailored approach
Started with teams who could immediately apply them (e.g. UX).
Purposely refrained from sharing with some teams.
Tailored delivery that gave teams tools to apply to their area.
Poured a lot of time into doing it right.
Get personas out into your environment
Get journey maps out into your environment
Find ways to help people keep personas ‘top of mind’
Tap into peoples’ emotions
“…you see, I’m still trying to refine my trading strategy. I put a lot of time into researching stocks I’m interested in, and I plan out my trades before I execute them. But still, I struggle with knowing the best time to get in and out. I’d love to learn more about technical analysis, but I’m struggling to find good educational materials that help me understand what different indicators mean and how traders use them along with other research to make decisions. I think if we can partner together I can really figure this out…”
Play games, literally!
Bring the personas to life
Socialization Do’s and Don’ts
Do clarify how personas are to be used, and how they differ from segmentation models.
Do be thoughtful in terms of who you socialize with first – find your champions.
Do find creative, culturally appropriate ways to embed personas in your environment.
Don’t employ a ‘one size fits all’ approach – tailor your delivery to each team
Don’t forget about new hires.
Don’t share once and expect they’ll take hold – continually re-surface and re-engage.
July 17, 2014
Putting Personas and Journey Maps to work: Changing how we make decisions
Updating our design process
Example: Design Briefs and Elevator Pitches
Example: Tying Pain Points to Project Requirements
Prioritizing Pain Points
Inform future state experience maps
Recognize what you don’t know
Putting Personas and Journey Maps to work
Update your design process and evolve deliverables to leverage these new tools.
Prioritize pain points.
Inform future state experience maps.
Recognize what you don’t know – keep evolving!
Five final words of advice
1 Understand how the research will be used ahead of time.
2 Be patient with the process – it takes time.
3 Keep re-introducing your personas in new ways, and have fun with it!
4 Put your personas and journey maps to work – don’t let them sit on a shelf.
5 Pick the right partner and stay involved throughout.
Thank you!
