Herding cats and aligning stars

This presentation provides practical tips for creating a customer-led vision, strategy and roadmap within a large organisation. We will describe how Westpac uses customer centred design (CCD) techniques to write compelling stories for the future and get buy-in from stakeholders across the business. We will also talk about how we deliver on the visions we set.

We started out skunkworks style, with a few people in a dingy meeting room. When the Chief Executive starting visiting our space and using our work as his own, we realised we were on to something. We have found a winning combination of roles, techniques and artefacts that help us to be more customer-centric and to align stakeholders around a shared vision.

The techniques we describe will be familiar to seasoned CCD practitioners; for example, customer insights, rapid sketching workshops, design walls, storyboards, and stakeholder walkthroughs. The real power comes from combining these “new” techniques with “traditional” strategy and planning activities.

We will share our experiences and top tips with you.

Presentation audio