At Charles Schwab, they have a mantra of viewing the world through their client’s eyes. When it comes to building digital experiences and running experiments, winning isn’t just about moving metrics, it’s also about improving customer experience. Sara Tresch, SVP of Digital Services at Schwab will be discussing how Schwab designs products and experiments with a client-first mindset.

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Sara Tresch
SVP, Digital Services
Charles Schwab
Experimentation
through Client Eyes

2. Charles SchwabInformation classification here (Public for events content)2
“There’s always another new
idea, another convention to
challenge, a million ways to
make investing better. We
just need to do it”
Charles Schwab, Invested 2019

3. Charles Schwab
Enablers Proof Points Opportunities
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Today’s Discussion

4. Charles Schwab
Enablers
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5. Charles Schwab
Start with a Holistic Experience
End to End
Clients come to you with a job to do.
They experience your brand thru many
different touchpoints, and an experience
design should start with this in mind.
Front to Back
Front to back experience design can be
a win-win-win. Save time for clients,
higher value rep interactions, and
operational scale.

6. Charles Schwab
Get it right for the Client
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Help & Guidance Minutes Saved Client Easy Score Get Invested
A simple, focused approach creates clarity

7. Learn Fast to Act Fast
Continuous Discovery
Openness to change
Cross functional ideation
Client-centric goals
Continuous Delivery
Understand the hypothesis
Radical Collaboration
Ongoing Experimentation
Continuous Measurement
Deliver a Minimal Viable Solution
Fast response to client needs
Iterations based on client data

8. Charles Schwab
Proof Points
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9. Charles Schwab
Accelerate Quality and Time
9
MVP Launch
70% Client Easy 94%
2 Design sprints 5
8 Dev sprints 2
Old Way New Way
Highly
volatile, lots of
rework
Better design that
clients LOVE
Client
frustration

10. Charles Schwab10
Unlock Cross Channel
Feedback Fridays
Multi-year build for B2B Experience
Recurring front line and user feedback
=> Ongoing delivery to clients and service team
=> Opportunity backlog
=> Feeds launched software tests

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Explore Big Questions…
How do we serve clients better in
digital?
“Our Digital Transformation simply means serving clients better!
That’s it. No Spin. No Complexities.”
- Walt Bettinger, President and CEO, Charles Schwab

12. Charles Schwab
…And Answer themFidelity&TestingValue
Storyboards
Medium # of variations
Hand Drawn Flows
Very high # of variations
Refined Screen Flows
High # of variations
Low-Fidelity Mockups
Very high # of variations
Medium-Fidelity Screens
High # of variations
Design Prototypes
Medium # of variations
Coded Prototype
Low # of variations
A/B testing
Minor Variations
Prototype Value Curve
Team ‘1’ Continuous Discovery

13. Charles Schwab
Opportunities
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Opportunities
We are early in this journey
End to end
Experimentation
1
Turn insights into
Action
2
Improve speed
on every team
3
Empathy at Scale
4