Purvi Shah: “Leading Through Change” DesignOps Summit 2019 • October 23-24, 2019 • New York, NY, USA http://www.designopssummit.com

1. Leading Through
Change
Purvi Shah
Summit 2019
DesignOps

2. Disclaimer
Case studies, comparisons, statistics, research and recommendations are provided “AS IS” and intended for informational purposes
only and should not be relied upon for operational, marketing, legal, technical, tax, financial or other advice. Visa Inc. neither makes
any warranty or representation as to the completeness or accuracy of the information within this presentation, nor assumes any
liability or responsibility that may result from reliance on such information. The Information contained herein is not intended as
investment or legal advice, and readers are encouraged to seek the advice of a competent professional where such advice is required.
All brand names and logos are the property of their respective owners, are used for identification purposes only, and do not imply
product endorsement or affiliation with Visa.
Hello
Purvi Shah
Head of Global

3. Hello
Purvi Shah
Head of Global
Strategic Design Operations
Then and Now
Experience-wha?Value of Design
Revenue
Doubling Down

4. ©2018 Visa. All rights reserved. Visa confidential
Value of Design
Revenue
Shareholder Value
Speed to Market
Doubling Down
DesignOps

5. DesignOps
Change ==

6. DesignOps
Change
=

7. DesignOps
Change
Hard
=
=

8. Level 1/
No Design
Design as an
afterthought
Level 2/
Design as Style
Design is only
relevant in terms
of visual style
Level 3/
Design as Process
Design is integral
to the process
of product
development
Level 4/
Design as Strategic
Design is a key
strategic means of
enabling innovation
Levels of Design Maturity

9. Level 1/
No Design
Design as an
afterthought
Level 2/
Design as Style
Design is only
relevant in terms
of visual style
Level 3/
Design as Process
Design is integral
to the process
of product
development
Level 4/
Design as Strategic
Design is a key
strategic means of
enabling innovation
Levels of Design Maturity

10. Source: https://cheezburger.com/4867968512
https://giphy.com/gifs/cheezburger-cat-T0nzw3hdwJBUA

11. Level 1/
No Design
Design as an
afterthought
Level 2/
Design as Style
Design is only
relevant in terms
of visual style
Level 3/
Design as Process
Design is integral
to the process
of product
development
Level 4/
Design as Strategic
Design is a key
strategic means of
enabling innovation
Levels of Design Maturity

12. Leadership Quote
Great companies continue to aspire
and drive for thoughtful and informed
change when they are strong.
One way of doing that is by offering
world-class user-experiences.
“
Al Kelly, CEO
”

13. Leadership Quote
We need to keep up with the breakneck pace
of change in payments and commerce today.
We need to think and work differently.
“

14. Great companies continue to aspire
and drive for thoughtful and informed
change when they are strong.
One way of doing that is by offering
world-class user-experiences.
“
Al Kelly, CEO
Leadership Quote
We need to keep up with the breakneck pace
of change in payments and commerce today.
We need to think and work differently.
There is one common denominator:
The very best customer experiences
are winning.
“
Jack Forestell, Chief Product Officer
”

15. Fintech Landscape

16. Fintech Landscape
All brand names and logos are the property of their respective owners, are used for identification purposes only, and do not imply product endorsement or affiliation with Visa.

17. Fintech Landscape
All brand names and logos are the property of their respective owners, are used for identification purposes only, and do not imply product endorsement or affiliation with Visa.
Transparency Control Personalization Instantism

18. Global Design Transformation at Visa
Client-Facing /
Internal Core Product /
15 Locations
Client-Facing Design Engagements /
Core Product Design /
Practice Areas

19. Global Design Transformation at Visa
Client-Facing /
Internal Core Product /
15 Locations
Client-Facing Design Engagements /
Core Product Design /
Practice Areas

20. Client-Facing Design Engagements
Research Co-Creation Prototyping

21. Research Co-Creation Prototyping
Client-Facing Design Engagements

22. Loyalty & Rewards Data & Analytics Internet of Things
Payment & Commerce Products
PLATFORMSCAPABILITIES, SOLUTIONS & SERVICES

23. Loyalty & Rewards Data & Analytics Internet of Things
Payment & Commerce Products
PLATFORMS
CAPABILITIES, SOLUTIONS & SERVICES

24. Global Design Transformation at Visa
Client-Facing /
Internal Core Product /
200+ $11T

25. Global Design Transformation at Visa
Client-Facing /
Internal Core Product /
200+Countries
& Territories
$11TTotal
Volume
As of June 30, 2018 (total volume is composed of payments volume and cash volume)

26. Global Design Transformation at Visa
Client-Facing /
Internal Core Product /
Invest in Talent,
Growth, and
Capacity
New Ways of
Working, Metrics
and Measurement,
Unlock Value
Unified Culture,
Community of
Practice,
and Visibility

27. Source: https://www.reddit.com/r/gifs/comments/bw8usu/a_bit_of_challenge/
https://giphy.com/gifs/23kXtcba8igBvs8DQ1

28. Level 1/
No Design
Design as an
afterthought
Level 2/
Design as Style
Design is only
relevant in terms
of visual style
Level 3/
Design as Process
Design is integral
to the process
of product
development
Level 4/
Design as Strategic
Design is a key
strategic means of
enabling innovation
Levels of Design Maturity

29. Level 1/
No Design
Design as an
afterthought
Level 2/
Design as Style
Design is only
relevant in terms
of visual style
Level 3/
Design as Process
Design is integral
to the process
of product
development
Level 4/
Design as Strategic
Design is a key
strategic means of
enabling innovation
Levels of Design Maturity

30. Let’s break it down
Lessons from
Leading Change

31. Let’s break it down
Lessons from
Leading Change

32. Understand
the Eco-
system

33. 1
Understand
the Eco-
system

34. People
Systems
Processes
Understand the Ecosystem
Product
Innovation
Strategic
Partnerships
Sales
Regional
Teams
Marketing
Comms
Go-To-
Market
Data &
Analytics
Biz
Ops

35. People
Systems
Processes
Understand the Ecosystem
Technology
Product
HR
Recruiting
Legal
L&D
Innovation
Design
Strategic
Partnerships
Finance
Sales
Comp
Regional
Teams
Marketing
Sourcing
Risk
Comms
Corp
Systems
Go-To-
Market
Data &
Analytics
Biz
Ops

36. Think Big,
Start Small

37. Work from
Within
Work from Within

38. Shared Priorities
Embed Design
Contact Awareness
Work from Within
Design in the Product Development Process

39. 01/Concept 02/POC (Lean) 03/Development (Dual Track Agile) 04/Release
Experience
Design
Reviews
Define
Planning Review
Retrospective
Daily Standup
Market Readiness
Learn
Build
Measure
Generate
Design in the Product Development Process

40. Get Clear
on Motivation

41. 3
Get Clear
on Motivation

42. JOB TO
BE DONE
FUNCTIONAL
ASPECT
PERSONAL
DIMENSION
SOCIAL
DIMENSION
EMOTIONAL
ASPECT
Know the humans
Understand the context
Make it personal
Get Clear on Motivation
Get Clear on Motivation

43. Know the humans
Understand the context
Make it personal
Get Clear on Motivation
JOB TO
BE DONE
FUNCTIONAL
ASPECT
PERSONAL
DIMENSION
SOCIAL
DIMENSION
EMOTIONAL
ASPECT

44. Pace
Yourself

45. Pace
Yourself

46. Make time and space
Be bold, have patience
Check in often (them, and you)
Pace Yourself

47. Make time and space
Be bold, have patience
Check in often (them, and you)
Pace Yourself

49. Empathy
Understanding
& Purpose

50. You
Thank
Purvi Shah