BUSINESS CONTEXT

 

The merger of a current client (worth $80B USD in assets) with another firm who are a client of a competitive provider, and are worth another $90B USD in assets, created a challenge for the business team.

In order to win the combined business, the team needed to convince key decision makers in the combined firm that our offerings are superior to the competition, and worth converting from the competition.

While this decision pivots on pricing models, technical support and brand perception, the quality of the digital offerings is becoming increasingly important in these conversations.

 

Representing the digital experience, I was closely involved in the initial discussions with the client. This allowed me to build an understanding of the most important personas at the client firm, and their workflows. Being involved early also allowed me to organize collaborative brainstorming with product owners to identify the opportunities for new and updated capabilities aligned to the client's workflows and business. We were able to visualize capabilities which outperformed the competition in satisfying the high-priority workflows.

In addition, I scaled the product concept to bring value to all similar clients (and prospects) in the same market segment, so that the investment was not limited to just this one client.