design strategist, educator

zero based design (ZBD)


Definition
Zero based design is a practice in which people are encouraged to cast aside their pre-existing assumptions to expand a programs scope of Discovery.

This helps organziations achieve step changes in performance when compared with traditional approaches.

Reference: McKinsey



Goal
Define where clients have friction along their Journey.

Define northstar signature moments. Northstar moments are leveraged in a later workshop to define and deliver the programs MVP (minimal viable product).



Facilitators
User Experience Strategist my role
Journey Owner – Liz Brudowsky
       



Participants
Participants covered a wide range of support roles both financially, operationally, and digitally for Vanguards Insitutional Clients.

•  Relationship Managers
•  Client Service Analysts
•  Group leaders & Managers
•  Phone Representatives
•  Journey Owners

•  Processing Agents
•  Developers
•  Content Writers
•  Data Analysts
•  Lawyers



Activity: Identify Problems
Participants identified problems on their own, then compared their results, made thematic groups, and added contextual labels. A classic double diamond technique of divergent and convergent thinking.







Key themes identified from prior client research activities, delivered to the group for inspiration around feature ideation...


My experience with Vanguard is seemless



The digital process instills trust




My time is  respected







Activity: Define Features, Vote and conclude on Signature Moments
With grouped and labeled problems, the participants were asked to collectively map their problems to features, identify gaps and ideate on solutions.

Proceeding these activities, a voting exercise was conducted to garner alignment on Signature Moments. Dot voting democtratically empowers an individuals voice.






Each group sketched thier signature moments

And openly shared their ideas for discussion