CXA Spotlight

John Walker
“If I took anything away from this CXA experience, it would definitely be about how to communicate more effectively to management the return on investment (ROI) of the user experience. When you can actively demonstrate that if you invest in user experience at the beginning of the product life cycle, at the end it results in less rework, greater shareholder value, and a product or service that customers love and want to engage with, then getting buy-in on things that are highly qualitative becomes easy.”
 
John Walker
UX Manager
Capital One

Innovation for Optimum UX

By Jim Garrett

John Walker has been working in the User Experience (UX) discipline for almost six years. He has held the titles of Business Systems Analyst, Usability Analyst, UI Process Manager, and currently UX Manager. Over the years he has helped shape and manage the user experience of self-service banking kiosks and ATMs at two of the top 10 banks – JPMorgan Chase and Capital One.

Now at Capital One, John operates among the product management and operations teams, but also must interface with the technology and design teams. By going from a systems analysis role at his previous company to UX manager at Capital One, his focus is no longer narrowly aligned to a technical solution but addresses aspects of the experience ranging from service and interaction design to product awareness and education.

How did your role change after coming to Capital One?

I was hired to focus on the process behind how we develop and deliver ATM user interfaces (UI) and to influence how we create better experiences for our customers. To help design and shape our first UI experience, it was important that I engage with our digital product, design, user research, brand, and technology teams. The information from these teams helped shape the information architecture, screen flow, visual design, and content strategy for the experience. These were the major steps that came into play when I initially started with the team back in 2013.

Currently, my role has progressed more into the innovation space, still focusing on self-service experiences, but on a broader scale. Where I was previously focused on the design and development of a single product and its base offerings, my focus is now the overall user experience for our entire product and service from initial design to how it’s performing in the market. When you think about an ATM, or any self-service option for that matter, the best experiences allow the customers to interact on their own terms in a convenient and secure manner. This often requires a multi-channel solution that is seamlessly integrated. Right now in our department we are focusing on enhancing our ATMs, bringing simplicity, humanity and ingenuity to the experience. This means revamping the ATM interactions, the product and service offerings, and the environments in which the ATMs live.

From an innovation front, we’ll be exploring alternative methods for our customers to engage with products and services in a more digital and personalized manner. I participate in our Innovation Design Thinking process, overseeing the UX research and design aspects of the processes, as well as being an advocate for the customer throughout the journey of the product development life cycle. We make sure we understand our customers and then figure out the best method to sharpen that product – what are the moments that matter to our customers? What does the product look like? What does it feel like? Then it becomes a matter of how we effectively develop and deliver that product such that it meets our requirements and adds value to our customers’ experience.

Has your business analysis background helped with your work applying UX principles on the product team?

It has been extremely valuable, especially in regard to putting tangibility behind what UX is, rather than it just being a buzzword. When I first joined my team at Capital One, I would hear people say, user center design (UCD), usability, or user experience, and no one really knew what it was. But, from taking the CUA and CXA classes, it really helped me understand what is this thing called UX design, what is user experience, and what are the actual tools, methods, and frameworks for me to effectively do my job.

After being equipped with my UX toolkit, I could confidently express the work that I was doing and the effect it was having on the products and the customers. It is about how easily our customers can engage with our products and services, how we can be proactive in making sure they have the information they need to make informed decisions along their journey. Now I can frame things in my mind and have the appropriate words to articulate the impact to my management team.

If I took anything away from this CXA experience, it would definitely be about how to communicate more effectively to management the return on investment (ROI) of the user experience. When you can actively demonstrate that if you invest in user experience at the beginning of the product life cycle, at the end it results in less rework, greater shareholder value, and a product or service that customers love and want to engage with, then getting buy-in on things that are highly qualitative becomes easy. That was the biggest take-away from the CXA.

Then it’s a matter of how you internalize, institutionalize, and scale UX in the department as a whole. This is something I’m still working on. I talked with my management team about the usability matrix, and how we could score where we are along our journey, as well as how mature our practice is within the department. When I first came to Capital One there was no notion of what a mature UX shop should look like, so I explained what we could be doing to at least raise our score if we were going to use this matrix; these are things that we can do to help mature ourselves in this practice, and how we can then integrate that into Scaled Agile (SAFe). We had just changed our framework from Waterfall to SAFe, so it was really instrumental at that time.

How does the knowledge you gained to become a CXA spread to the rest of the team?

I think it happens on multiple fronts. Now I sit with the product team so it organically manifests itself throughout our innovation and product planning phases. In applying innovation to our channel, we have adopted the framework of design thinking. Design thinking is really big in our organization and the broader industry right now. The question becomes, “How is user experience design different from design thinking; is it really different from other leading UX practices?”

At the product and design level we tend to gravitate toward user centered design and design thinking methodologies, but since the overall guiding principles are the same, it’s easy to grab whatever method best suits the problem space. Given that I work directly with the product managers, when they come to my team with a product concept or business requirement, I reach into my arsenal of different UX tools and methods to make sure we are leveraging the right one to best understand our users before we move forward with our UX and product strategies.

Can you give an example where you applied PET – persuasion, emotion, and trust?

When I think about persuasion, emotion, and trust (PET) in general, the ATM is one of those things in which some people love it and trust it, while others don't like it, or are skeptical based on a previous negative experience. When they are at the ATM, they want to perform their transaction and get out of there quickly. Trust and security are huge factors, and we hear that a lot during our user research and through our Voice of the Customer (VoC) feedback. A huge trust factor that we have heard resoundingly is around ATM acceptance of media – checks and cash. When the machine meets the user’s needs by performing as expected, they trust it. During the PET interviews, you’re able to tease out those emotional drives and blocks people have towards their money and the machine that’s going to accept it and/or give it to them. From these conversations we’re able to translate that into something actionable our operational reliability team can address.

How can we have a casual conversation with our customers and speak their language? A lot of the work that comes from the content strategy team focuses on how we can use words and phrases that speak to them, but also helps guide them and/or persuade them to take a particular action. This is what makes the PET interviews so powerful; you’re able to hear and understand the words and phrases people use to refer to different aspects of an experience. We leverage this to create a conversation (on-screen and via voice guidance) that is more humane and straightforward. We want to create content that not only presents clear and concise information and instructions, but also makes them feel comfortable and know that they can trust us, and that we have their best interest at heart. One example would be using less formal jargon by personalizing the conversation using the words “you can” to empower them and provide a sense of control over the experience. 

Is trust a factor when you are trying to move the process from the ATM card to the smartphone?

Absolutely. One of our strategies, like a lot of other banks, is to increase our self-service options. We’re really trying to wrap our heads around this model where there is an increased presence of self-service technologies and less human interaction. What happens when there is not an actual person I can call to help me in the event this machine has an issue? Trust becomes extremely important at this point, because it is easy to build trust with a person, but to build trust with an ATM is trickier.

When an ATM doesn’t do what you want or expect it to do, there is no dynamic dialog you can quickly have with the ATM to resolve the problem. If the ATM breaks at the moment, what happens then? Are there instructions as to what to do next? Can the ATM self-correct the issue on its own? So now trust becomes a huge factor when you’re layering in a second technological interaction – the mobile device and the ATM must now be trusted. Is this phone more secure than my card, and how do you ensure that for our customers?  It is our job as UXers to help build that trust across platforms, because without trust customers won’t use our products and services.

There will be a lot of this type of “card-less authentication” trending in 2016 into 2017. Things are moving fast in the FinTech space and it’s exciting to be a part of it.

CXA Spotlight

In this series we highlight the successes and achievements of those who have earned the CXA. If you are a Certified User Experience Analyst and would like to be considered for CXA Spotlight recognition, please send a brief professional bio to hfi@humanfactors.com

Privacy policy

Reviewed: 18 Mar 2014

This Privacy Policy governs the manner in which Human Factors International, Inc., an Iowa corporation ("HFI") collects, uses, maintains and discloses information collected from users (each, a "User") of its humanfactors.com website and any derivative or affiliated websites on which this Privacy Policy is posted (collectively, the "Website"). HFI reserves the right, at its discretion, to change, modify, add or remove portions of this Privacy Policy at any time by posting such changes to this page. You understand that you have the affirmative obligation to check this Privacy Policy periodically for changes, and you hereby agree to periodically review this Privacy Policy for such changes. The continued use of the Website following the posting of changes to this Privacy Policy constitutes an acceptance of those changes.

Cookies

HFI may use "cookies" or "web beacons" to track how Users use the Website. A cookie is a piece of software that a web server can store on Users’ PCs and use to identify Users should they visit the Website again. Users may adjust their web browser software if they do not wish to accept cookies. To withdraw your consent after accepting a cookie, delete the cookie from your computer.

Privacy

HFI believes that every User should know how it utilizes the information collected from Users. The Website is not directed at children under 13 years of age, and HFI does not knowingly collect personally identifiable information from children under 13 years of age online. Please note that the Website may contain links to other websites. These linked sites may not be operated or controlled by HFI. HFI is not responsible for the privacy practices of these or any other websites, and you access these websites entirely at your own risk. HFI recommends that you review the privacy practices of any other websites that you choose to visit.

HFI is based, and this website is hosted, in the United States of America. If User is from the European Union or other regions of the world with laws governing data collection and use that may differ from U.S. law and User is registering an account on the Website, visiting the Website, purchasing products or services from HFI or the Website, or otherwise using the Website, please note that any personally identifiable information that User provides to HFI will be transferred to the United States. Any such personally identifiable information provided will be processed and stored in the United States by HFI or a service provider acting on its behalf. By providing your personally identifiable information, User hereby specifically and expressly consents to such transfer and processing and the uses and disclosures set forth herein.

In the course of its business, HFI may perform expert reviews, usability testing, and other consulting work where personal privacy is a concern. HFI believes in the importance of protecting personal information, and may use measures to provide this protection, including, but not limited to, using consent forms for participants or "dummy" test data.

The Information HFI Collects

Users browsing the Website without registering an account or affirmatively providing personally identifiable information to HFI do so anonymously. Otherwise, HFI may collect personally identifiable information from Users in a variety of ways. Personally identifiable information may include, without limitation, (i)contact data (such as a User’s name, mailing and e-mail addresses, and phone number); (ii)demographic data (such as a User’s zip code, age and income); (iii) financial information collected to process purchases made from HFI via the Website or otherwise (such as credit card, debit card or other payment information); (iv) other information requested during the account registration process; and (v) other information requested by our service vendors in order to provide their services. If a User communicates with HFI by e-mail or otherwise, posts messages to any forums, completes online forms, surveys or entries or otherwise interacts with or uses the features on the Website, any information provided in such communications may be collected by HFI. HFI may also collect information about how Users use the Website, for example, by tracking the number of unique views received by the pages of the Website, or the domains and IP addresses from which Users originate. While not all of the information that HFI collects from Users is personally identifiable, it may be associated with personally identifiable information that Users provide HFI through the Website or otherwise. HFI may provide ways that the User can opt out of receiving certain information from HFI. If the User opts out of certain services, User information may still be collected for those services to which the User elects to subscribe. For those elected services, this Privacy Policy will apply.

How HFI Uses Information

HFI may use personally identifiable information collected through the Website for the specific purposes for which the information was collected, to process purchases and sales of products or services offered via the Website if any, to contact Users regarding products and services offered by HFI, its parent, subsidiary and other related companies in order to otherwise to enhance Users’ experience with HFI. HFI may also use information collected through the Website for research regarding the effectiveness of the Website and the business planning, marketing, advertising and sales efforts of HFI. HFI does not sell any User information under any circumstances.

Disclosure of Information

HFI may disclose personally identifiable information collected from Users to its parent, subsidiary and other related companies to use the information for the purposes outlined above, as necessary to provide the services offered by HFI and to provide the Website itself, and for the specific purposes for which the information was collected. HFI may disclose personally identifiable information at the request of law enforcement or governmental agencies or in response to subpoenas, court orders or other legal process, to establish, protect or exercise HFI’s legal or other rights or to defend against a legal claim or as otherwise required or allowed by law. HFI may disclose personally identifiable information in order to protect the rights, property or safety of a User or any other person. HFI may disclose personally identifiable information to investigate or prevent a violation by User of any contractual or other relationship with HFI or the perpetration of any illegal or harmful activity. HFI may also disclose aggregate, anonymous data based on information collected from Users to investors and potential partners. Finally, HFI may disclose or transfer personally identifiable information collected from Users in connection with or in contemplation of a sale of its assets or business or a merger, consolidation or other reorganization of its business.

Personal Information as Provided by User

If a User includes such User’s personally identifiable information as part of the User posting to the Website, such information may be made available to any parties using the Website. HFI does not edit or otherwise remove such information from User information before it is posted on the Website. If a User does not wish to have such User’s personally identifiable information made available in this manner, such User must remove any such information before posting. HFI is not liable for any damages caused or incurred due to personally identifiable information made available in the foregoing manners. For example, a User posts on an HFI-administered forum would be considered Personal Information as provided by User and subject to the terms of this section.

Security of Information

Information about Users that is maintained on HFI’s systems or those of its service providers is protected using industry standard security measures. However, no security measures are perfect or impenetrable, and HFI cannot guarantee that the information submitted to, maintained on or transmitted from its systems will be completely secure. HFI is not responsible for the circumvention of any privacy settings or security measures relating to the Website by any Users or third parties.

Correcting, Updating, Accessing or Removing Personal Information

If a User’s personally identifiable information changes, or if a User no longer desires to receive non-account specific information from HFI, HFI will endeavor to provide a way to correct, update and/or remove that User’s previously-provided personal data. This can be done by emailing a request to HFI at hfi@humanfactors.com. Additionally, you may request access to the personally identifiable information as collected by HFI by sending a request to HFI as set forth above. Please note that in certain circumstances, HFI may not be able to completely remove a User’s information from its systems. For example, HFI may retain a User’s personal information for legitimate business purposes, if it may be necessary to prevent fraud or future abuse, for account recovery purposes, if required by law or as retained in HFI’s data backup systems or cached or archived pages. All retained personally identifiable information will continue to be subject to the terms of the Privacy Policy to which the User has previously agreed.

Contacting HFI

If you have any questions or comments about this Privacy Policy, you may contact HFI via any of the following methods:
Human Factors International, Inc.
PO Box 2020
1680 highway 1, STE 3600
Fairfield IA 52556
hfi@humanfactors.com
(800) 242-4480

Terms and Conditions for Public Training Courses

Reviewed: 18 Mar 2014

Cancellation of Course by HFI

HFI reserves the right to cancel any course up to 14 (fourteen) days prior to the first day of the course. Registrants will be promptly notified and will receive a full refund or be transferred to the equivalent class of their choice within a 12-month period. HFI is not responsible for travel expenses or any costs that may be incurred as a result of cancellations.

Cancellation of Course by Participants (All regions except India)

$100 processing fee if cancelling within two weeks of course start date.

Cancellation / Transfer by Participants (India)

4 Pack + Exam registration: Rs. 10,000 per participant processing fee (to be paid by the participant) if cancelling or transferring the course (4 Pack-CUA/CXA) registration before three weeks from the course start date. No refund or carry forward of the course fees if cancelling or transferring the course registration within three weeks before the course start date.

Cancellation / Transfer by Participants (Online Courses)

$100 processing fee if cancelling within two weeks of course start date. No cancellations or refunds less than two weeks prior to the first course start date.

Individual Modules: Rs. 3,000 per participant ‘per module’ processing fee (to be paid by the participant) if cancelling or transferring the course (any Individual HFI course) registration before three weeks from the course start date. No refund or carry forward of the course fees if cancelling or transferring the course registration within three weeks before the course start date.

Exam: Rs. 3,000 per participant processing fee (to be paid by the participant) if cancelling or transferring the pre agreed CUA/CXA exam date before three weeks from the examination date. No refund or carry forward of the exam fees if requesting/cancelling or transferring the CUA/CXA exam within three weeks before the examination date.

No Recording Permitted

There will be no audio or video recording allowed in class. Students who have any disability that might affect their performance in this class are encouraged to speak with the instructor at the beginning of the class.

Course Materials Copyright

The course and training materials and all other handouts provided by HFI during the course are published, copyrighted works proprietary and owned exclusively by HFI. The course participant does not acquire title nor ownership rights in any of these materials. Further the course participant agrees not to reproduce, modify, and/or convert to electronic format (i.e., softcopy) any of the materials received from or provided by HFI. The materials provided in the class are for the sole use of the class participant. HFI does not provide the materials in electronic format to the participants in public or onsite courses.