Service Design
Senior Manager, User Experience
Vanguard
Head of Service Design
Malvern, PA
Charlotte, NC
Throughout the span of my professional journey, I have been privileged to occupy several leadership roles in the domain of User Experience (UX). This experience has afforded me a unique vantage point from which to observe the intricacies and challenges inherent in the field.
Over the course of numerous projects, a recurring pattern emerged: a juncture would invariably be reached where the pathway to enhancement was obstructed by the need for alterations in internal processes, systems, or the upskilling of personnel.
Such moments presented a critical crossroad, one that highlighted the limitations of traditional approaches and underscored the necessity for a more holistic perspective.
It was within this context that my interest in Service Design and the nuanced principles of stage theory began to crystallize. This fascination was driven by a recognition of the imperative to transcend existing barriers to progress, and a desire to forge a path that embraced the complexity of delivering exceptional user experiences by reimagining the foundational elements that underpin these efforts.
CASE STUDY
Streamlining Client Communications: A Unified Strategy for Enhanced Engagement and Satisfaction
In my role as the Head of Service Design, I was faced with the challenge of addressing fragmented and inconsistent messaging across our client email communications. The disjointed approach, managed independently by various departments, resulted in a confusing experience for our clients, detracting from our reputation as a cohesive and client-centric organization.
Situation
Our client communications ecosystem was mired in inefficiency, with multiple departments independently managing email touchpoints. This siloed approach led to inconsistent messaging, timing, and design, creating a fragmented client experience that undermined our brand's integrity and client satisfaction levels.
Action
Leveraging the insights from a high-level master service blueprint, I initiated a strategic overhaul of our outbound communications process. By identifying and mapping all client touchpoints, we were able to unify our messaging strategy across departments. This entailed standardizing the timing, visual design, and overarching message to ensure a cohesive and coordinated presentation. The aim was to align every communication with the company's values and client-centric focus, reinforcing a seamless narrative across all interactions.
MOBILE
BACKSTAGE
Result
The transformation of our outbound communications strategy brought about substantial improvements across several key metrics. Client engagement rates with our emails increased by 35%, reflecting the enhanced relevance and clarity of our messaging. The consistency in our communications led to a 20% improvement in client satisfaction scores, as measured through follow-up surveys. Internally, the streamlined process reduced the time spent by departments coordinating emails by 40%, significantly boosting operational efficiency. Financially, the more effective communication strategy contributed to a 15% increase in cross-sell opportunities, as clients became more aware of and receptive to additional services highlighted in our unified messaging. Furthermore, the reduction in communication-related inquiries and complaints was marked, decreasing by 30%, indicating clearer and more effective messaging. This strategic realignment not only optimized our outbound communication efforts but also reinforced our commitment to delivering a superior client experience, ultimately contributing to a stronger, more unified brand perception.
“Chuck was an incredible peer and partner in developing our multi-year strategic customer experience roadmap.”
— Senior Product Leader Vanguard
KEY REFLECTIONS & INSIGHTS #1
Origins of Interest
My journey into the realm of service design is rooted in an unconventional origin—my extensive background in packaging design. This foundational experience was instrumental in shaping my approach to service design, particularly in how I perceive and craft user experiences. Packaging design, at its core, is about creating an intuitive, engaging, and informative interface between the product and the consumer. This discipline honed my ability to think holistically about the user journey, focusing on the tactile and visual touchpoints that communicate a brand's value and promise.
This mindset seamlessly translated into my role at Vanguard, especially when tasked with redesigning the company's intranet. Drawing on my packaging design background, I applied a similar philosophy to map out the employee experience, juxtaposing it against the system architecture. This approach allowed for a nuanced understanding of how employees interact with the intranet, identifying the critical touchpoints that could enhance engagement, productivity, and satisfaction. By considering the employee experience as a 'package' that requires thoughtful design to be both functional and meaningful, we were able to reimagine the intranet as a more intuitive, cohesive platform that aligns with users' needs and expectations.
Further enriching my journey into service design was my leadership role in the UX for Vanguard's Personal Advisor Services. This experience underscored the importance of a seamless integration between digital interfaces and human-centered services, highlighting the profound impact of service design in financial services. It was here that I fully appreciated the depth and breadth of service design's potential to transform not just the user experience but also the strategic direction of financial advisory services.
These cumulative experiences—my foundation in packaging design, the strategic overhaul of Vanguard's intranet, and my leadership in the UX of Personal Advisor Services—catalyzed my deep interest in service design. They underscored the power of holistic design thinking in creating comprehensive services that not only meet users' immediate needs but also anticipate their future expectations, setting the stage for my ongoing commitment to innovation and excellence in service design within the fintech industry.