ROLE: UX Director + Senior UX Strategist for Channels/Capabilities ANd generative ai division

As the Senior UX Director/Strategist for the Channels + Capabilities and GenAI division (2021-present), I often work with the Conversational Channels family, encompassing the Text (SMS) product, Chatbot/Live Chat, and Secure Message Center. My role involves shaping strategic horizontal CX imperatives, including the Omnichannel vision and the ‘Digital-First Support’ framework and lead these initatives through to prod. I also actively mentor/coach junior UX-ers who are looking to hone their craft and step into future a leadership role.

THe Challenge

Amidst a sweeping modernization initiative, Vanguard is transitioning its operational systems from legacy on-prem platforms to agile cloud-based applications. The expansion from 4 to 14 channels, capabilities, and platforms, coupled with the shift from batch to real-time data processing, prompted the formulation of an Omnichannel visionary approach where data shapes meaningful, personalized experiences.

The ‘Digital-First’ Support framework necessitated significant changes, particularly in the contact center, aiming to re-allocate human support away from low-value-interactions to high-value client conversations by bolstering our digital channels ability to support along with making it more desirable for investors to easily self-provision. Finally, overcoming Vanguard’s inherent team structures which are primarily vertical in nature posed another layer of complexity when phasing out strategy towards our North Star which requires horizontal, outcome-based workflows.

The Approach

Baseline + North Star + Holistic System Migration Plan: A baseline was needed which involved key stakeholder input, technology and enterprise mapping sessions, as well as Discovery work around corporate modernization use cases. We ran multiple strategy sessions outlining an Omnichannel North Star complete with a phased approach for migration, resource allocation, and risk mitigation strategies. Tech leaders played a pivotal role as new systems (like CDPs and channel brokers) required inclusion.

Contact Center Transformation + Channel Suitability Framework: From there, we implemented a strategic overhaul in the contact center, starting with understanding current state by completing service design blueprints. We needed to set rules as to when to move a client issue to an agent or when to push to a digital channel, taking into consideration audience segments and corporate strategies. We worked with Gartner Inc in creating the Channel Suitability Framework (CSF) which set us on a path to prioritize the optimization of our digital channels for self-provisioned support.

Horizontal Team Collaboration: CSF was set up as a hortizontally-aligned team POC, emphasizing shared outcomes and cross-functional cooperation. This meant a deeper level of communication and documentation, along with training sessions to foster a culture of collaboration, encouraging teams to embrace ‘vertical’ knowledge, yet work across vertical structures to achieve shared objectives related to the new vision.

Continuous Feedback, Agile Iterations, and Executive Advocacy: Setting up mechanisms for continuous feedback collection was essential. We needed to understand the impact of our iterative improvements within team workflows, technical implementations and the cultural shifts. Simultaneously, it was very important to engage senior leaders through frequent updates, presentations, and advocacy sessions.

KEY RESULTS:

Defined enterprise-wide CX Omnichannel Strategy

Channel Suitability Team (≈$75,000 in NVAs in Q3)

$230,000 savings from Conversational Channels delivery work

ABout Vanguard

Vanguard is a global investment company with over $7 trillion in assets under management. It revolutionized low cost investing for the masses and is the second-largest provider of exchange-traded funds (ETFs) in the world. In addition to funds, Vanguard offers brokerage services, investment education, financial planning and asset management.