Post on 11-Oct-2020
PEOPLE-FOCUSED
STORYTELLING - PUTTING
THE PEOPLE BACK INTO
YOUR PROCESS AND
TECHNOLOGY
JOSH BILLMAN
THANK YOU TO OUR GOLD SPONSORS!
✓ insurance and great commercials
✓ leader in the technology space
✓ IT Center of Excellence here in
Indianapolis is center of it all
✓ actively growing Center of
Excellence
GEICO
DMI
For use with financial professional only. Not for public distribution.
3is the marketing name for the companies of OneAmerica | OneAmerica.com
• Speaker Intro
• Takeaways
• Lifecycle of a Business Analyst
• Background
• Actual Story Example
• Activity!
• Takeaways (again!)
Agenda
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4is the marketing name for the companies of OneAmerica | OneAmerica.com
• Business Analyst @ OneAmerica
• Previously…
– Product Owner&Manager @ Angie’s List
– Sales and Operations Leader @ Angie’s List
• Avid Product & Business Analysis learner
• Love to “build cool products”
Josh Billman
For use with financial professional only. Not for public distribution.
5is the marketing name for the companies of OneAmerica | OneAmerica.com
• Find the methods that work for you and your situation
• PEOPLE, Process, Technology (feel the pain!)
• Empathy and understanding (Gemba Walk)
• Relationships are key
Takeaways
Lifecycle of a Business Analyst (Josh’s Take)Pre-Concept,
Best Practices,
Industry Trends
Meetings! ☺
Meetings! ☺
Meetings! ☺
Meetings! ☺
Meetings! ☺
Ideation, Impact Mapping, Value Stream
Mapping, Business Case, Roadmaps and more!
Leadership and Stakeholder Buy-in/
Approval/Signoff, Budget Allocation,
Resource Requisition, Epics, User Stories
(Mapping), Backlog, Requirement Docs and
more!
Execution/Development, Testing, Sprint
Plannings/Reviews, Demos/Readouts, More
Epics/Stories/Requirements!User Acceptance Testing (UAT), Organizational
Change Management (OCM), Business
Training and Documentation, Technical
Production Documentation and more!
Go-live, Go-live Issues/Fixes, Project
Closeout, Enhancements, Day 2 and more!
Meetings! ☺
Meetings! ☺
Pre-Concept,
Best Practices,
Industry Trends
Meetings! ☺
Meetings! ☺
Meetings! ☺
Meetings! ☺
Meetings! ☺
Ideation, Impact Mapping, Value Stream
Mapping, Business Case, Roadmaps and more!
Leadership and Stakeholder Buy-in/
Approval/Signoff, Budget Allocation,
Resource Requisition, Epics, User Stories
(Mapping), Backlog, Requirement Docs and
more!
Execution/Development, Testing, Sprint
Plannings/Reviews, Demos/Readouts, More
Epics/Stories/Requirements!User Acceptance Testing (UAT), Organizational
Change Management (OCM), Business
Training and Documentation, Technical
Production Documentation and more!
Go-live, Go-live Issues/Fixes, Project
Closeout, Enhancements, Day 2 and more!
Meetings! ☺
Lifecycle of a Business Analyst (Josh’s Take)
8
For use with financial professional only. Not for public distribution.
is the marketing name for the companies of OneAmerica | OneAmerica.com
9
For use with financial professional only. Not for public distribution.
is the marketing name for the companies of OneAmerica | OneAmerica.com
Who likes talking about technology???
Business!
IT Partners!
Me!
For use with financial professional only. Not for public distribution.
10is the marketing name for the companies of OneAmerica | OneAmerica.com
• Business is evaluating what areas to improve in the coming
year
• Business enjoys talking about technology and solutioning
• Variety of stakeholders across the business at varying levels
• Coming off a project in the previous year that wasn’t as clear
and transparent regarding scope and value
Real Example - Background
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11is the marketing name for the companies of OneAmerica | OneAmerica.com
• Find a common language that resonates to…
– Build a shared understanding across all levels
– Demonstrate the pain (twist the knife¹)
– Level-set on scope
– Get to the point
• Develop the above from doing various Design Thinking stages…
– Interviews
– Gemba Walks (Shadowing)
– Visual creation (diagram, prototype, etc)
Real Example - Approach
¹Innovatemap’s Better Product Podcast
12
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is the marketing name for the companies of OneAmerica | OneAmerica.com
Real Example! Telling a story
Icon Persona it Represents
Jeff is a Participant in a 401K plan. He never setup an online account to check in
and see how his money is doing. Jeff stays up to date on his account/balance by
using the monthly statements he receives in the mail.
Jane is an agent in the Call Center. She fields calls during her shift from
Participants inquiring about various details of their retirement accounts. She
mainly works out of her Customer Relationship Management (CRM) system for
customer information and call tracking details.
Tim is a Processor in Operations on the Disbursements (money out of a personal
retirement account) team. He focuses on processing disbursement requests. Tim
spends time in his workflow system and the administrative system to create and
review transactions.
Sarah is a Plan Manager on the client-facing team. Sarah services clients (ex. A
company with a 401K plan for their employees) throughout the year for various
needs. She mainly works out of the CRM system.
Represents the administrative system.
Personas
Ops-DB
CMS
System
Jeff the Participant is ready to take money out of his retirement account.
He knows his company’s retirement plan is with Best Retirement Co., but
has no idea how to start the process. He Googles Best Retirement Co.
and finds a number to call.
Telling today’s story
Telling today’s story
Jeff the Participant
Jane’s phone rings and it is Jeff, who
is ready to take money out of his
retirement account. He knows he
wants to roll over his money to
another institution, and has his
account details ready.
Jeff checks his email and opens up the PDF. He prints it out, physically signs the form,
and takes it to his work to fax it in because he doesn’t have a fax machine at home.
Jane enters a few pieces of data into
a fillable PDF form for Jeff and sends
him an email to complete the rest of
the form. Jane tells Jeff he can email,
fax, or mail the form back to Best
Retirement Co. She will log details of
the call in the CRM for future
reference.
1
2
Telling today’s story
Jeff does not know where his request is in the process
or how much longer it should take to get his money
Jane stays informed of
the status by checking on
the workflow task or
going to check in the
Admin system to see if
there are details there
Ops-DB
Tim opens his next
disbursement to work on,
which is Jeff’s. He is following
his procedure when he sees
an exception and knows it
needs to be reviewed by the
client team. Tim routes the
workflow task to the client
team for review and approval.
Telling today’s story
Mail Dept. Scanning and Indexing
Telling the story
Jeff does not know where his request is in the process or
how much longer it should take to get his money
Ops-DB
Tim awaits action from the
client team on this case.
CMS
Sarah reviews Plan rules to ensure Jeff’s
request meets proper criteria. She
confirms it does, and routes the task back
to Ops with approval confirmation.
Jane stays informed of
the status by checking on
the workflow task or
going to check in admin
system to see if there are
details there
Ops-DB
CMS
Sarah stays informed by
checking the workflow
or admin systems
Tim follows procedure to
create and build the
disbursement request in
the admin system. Once
complete, he updates
his task (in the workflow
system) with where it
stands in the process.
Tim has done all he
needs to for this
request.
Telling the story
Jane stays informed of
the status by checking on
the workflow task or
going to check in admin
system to see if there are
details there
Jeff *still* does not know where his request is in the process
or how much longer it should take to get his money
Ops-DB
CMS
Sarah stays informed by
checking the workflow
or admin system
Telling the story
Jane stays informed of
the status by checking on
the workflow task or
going to check in the
admin system to see if
there are details there
Jeff finds out the institution he is rolling his money over
to received the funds when he receives an email from
them to let him know
Tim stays informed by
checking the workflow
or admin system
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21is the marketing name for the companies of OneAmerica | OneAmerica.com
• The Participant (Jeff) submits his request through outdated
means, and never knows where it is at in the process until
it’s done
• Best Retirement Co. employees (Jane, Tim and Sarah) must
check multiple systems to hunt around for the right
information to see where the request is, or to process the
request
• There is little to no automation, with every piece requiring a
manual touch (at least 5 in this example!)
Today’s Story Recap
Telling the future storyJeff the Participant is ready to take money out of his retirement account.
He knows his company’s retirement plan is with Best Retirement Co., but
has no idea how to start the process. He Googles Best Retirement Co.
and finds a number to call.
Jeff the Participant
Jane’s phone rings and it is Jeff, who
is ready to take money out of his
retirement account. He knows he
wants to roll over his money to
another institution, and has his
account details ready.
Telling the future story
Jeff completes a secure login through DocuSign and
finalizes the form, keeping a copy for his records
Jane enters all of the required
information into her new workflow
system for Jeff and sends him an
email to obtain his signature.
1
2
Telling the future story
Jeff stays informed by receiving an email letting
him know work has begun on his request
Jane stays informed of
the status of the case
through her CRM which is
updated by the new
workflow system
Ops-DB
Tim opens his next
disbursement to work on,
which is Jeff’s. He is following
his procedure when he sees
an exception and knows it
needs to be reviewed by the
client team. Tim routes the
workflow case to the client
team for review and approval.
Telling the future story
Jeff awaits the next update from Best Retirement Co.
Jane stays informed of
the status of the case
through her CRM which is
updated by the new
workflow system
Ops-DB
Tim awaits action
from the client team
on this case. CMS
Sarah reviews Plan rules to ensure Jeff’s
request meets proper criteria. She
confirms it does, and routes the case
back to Ops with approval confirmation.
Telling the future story
Jeff receives an email letting him know his request
has been approved and is now pending processing
Jane stays informed of
the status of the case
through her CRM which is
updated by the new
workflow system
Ops-DB
CMS
Sarah stays informed
through the CRM
system
Tim follows procedure to
create and build the
distribution request in
the admin system. Once
complete, he updates
his workflow case with
where it stands in the
process. Tim has done
all he needs to for this
request.
Telling the future story
Jeff receives an email letting him know his request
has been processed and proper time expectations
on when the receiving institution will receive the
money
Jane stays informed of
the status of the case
through her CRM which is
updated by the new
workflow system
Ops-DB
CMS
Sarah stays informed
through the CRM
Processing on all
transactions has been
completed, and the
system automatically
updates the case to the
final step
Tim stays informed
through the workflow
system as needed
Telling the future story
For use with financial professional only. Not for public distribution.
29is the marketing name for the companies of OneAmerica | OneAmerica.com
• Small transparency updates through email greatly improve
the Participant experience and reduce potential callbacks
• Basic integrations between the CRM and workflow system
give the right information to the right employee in one
system versus multiple
• Simple automations for routing and information presentation
make employee’s lives simpler and increase efficiency (and
can completely remove steps)
Future Story Recap
30
For use with financial professional only. Not for public distribution.
is the marketing name for the companies of OneAmerica | OneAmerica.com
Activity!!7-10 Minutes
For use with financial professional only. Not for public distribution.
31is the marketing name for the companies of OneAmerica | OneAmerica.com
• In pairs or groups of three:
– Take the blank page and create your own personas
– Name them and think of a quick backstory (department and pain)
– Map out a current-state process and highlight pain points
• Choose a process from your current organization
• Try one from a common real-world scenario
– Boarding an airplane (flyer, curbside baggage check, ticket desk, security, etc)
– Arriving and eating at a restaurant
– Prepare to share!
Activity
Pre-Concept,
Best Practices,
Industry Trends
Meetings! ☺
Meetings! ☺
Meetings! ☺
Meetings! ☺
Meetings! ☺
Ideation, Impact Mapping, Value Stream
Mapping, Business Case, Roadmaps and more!
Leadership and Stakeholder Buy-in/
Approval/Signoff, Budget Allocation,
Resource Requisition, Epics, User Stories
(Mapping), Backlog, Requirement Docs and
more!
Execution/Development, Testing, Sprint
Plannings/Reviews, Demos/Readouts, More
Epics/Stories/Requirements!User Acceptance Testing (UAT), Organizational
Change Management (OCM), Business
Training and Documentation, Technical
Production Documentation and more!
Go-live, Go-live Issues/Fixes, Project
Closeout, Enhancements, Day 2 and more!
Meetings! ☺
Lifecycle of a Business Analyst (Josh’s Take)
For use with financial professional only. Not for public distribution.
33is the marketing name for the companies of OneAmerica | OneAmerica.com
Roadmap
Pre-Concept,
Best Practices,
Industry Trends
Meetings! ☺
Meetings! ☺
Meetings! ☺
Meetings! ☺
Meetings! ☺
Ideation, Impact Mapping, Value Stream
Mapping, Business Case, Roadmaps and more!
Leadership and Stakeholder Buy-in/
Approval/Signoff, Budget Allocation,
Resource Requisition, Epics, User Stories
(Mapping), Backlog, Requirement Docs and
more!
Execution/Development, Testing, Sprint
Plannings/Reviews, Demos/Readouts, More
Epics/Stories/Requirements!User Acceptance Testing (UAT), Organizational
Change Management (OCM), Business
Training and Documentation, Technical
Production Documentation and more!
Go-live, Go-live Issues/Fixes, Project
Closeout, Enhancements, Day 2 and more!
Meetings! ☺
Lifecycle of a Business Analyst (Josh’s Take)
For use with financial professional only. Not for public distribution.
35is the marketing name for the companies of OneAmerica | OneAmerica.com
Story Map
For use with financial professional only. Not for public distribution.
36is the marketing name for the companies of OneAmerica | OneAmerica.com
For use with financial professional only. Not for public distribution.
37is the marketing name for the companies of OneAmerica | OneAmerica.com
• Find the methods that work for you and your situation
• PEOPLE, Process, Technology (feel the pain!)
• Empathy and understanding (Gemba Walk)
• Relationships are key
Takeaways
38
For use with financial professional only. Not for public distribution.
is the marketing name for the companies of OneAmerica | OneAmerica.com
Thank you!
linkedin.com/in/joshbillman twitter.com/jkbillman buildcoolproduct.info
INBADD@CENTRAL-INDIANA.IIBA.ORG
HTTP://WWW.CENTRAL-INDIANA.IIBA.ORG
THANK YOU
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40is the marketing name for the companies of OneAmerica | OneAmerica.com
1. Innovatemap Better Product Podcast -
https://innovatemap.com/podcast/
Sources
41
For use with financial professional only. Not for public distribution.
is the marketing name for the companies of OneAmerica | OneAmerica.com
Icon Persona it Represents
Personas