Fannie Mae | OCM Playbook
Enacting change is easier said than done. Especially if you’re looking to create a high-dollar, high-impact change that could dramatically impact the Fannie Mae workforce’s every day behaviors.
My team and I reimagined how Fannie Mae employees enact change by creating a digital experience that is repeatable, sustainable, and scalable for all changes, big or small.
Deliverables
Digital Tool
Content Strategy
The Challenge
The Change Management department had recently created a new playbook for employees that addressed common pain points experienced with the change management process. There was only one problem: the playbook lived in the form of a 100+ slide deck that was wordy, confusing, and difficult to navigate.
Excerpts from the original OCM Playbook:
My team and I conducted extensive customer research to learn about change agents’ biggest pain points when it came to consuming content around change.
We learned that our customer wanted:
“The way the materials were before, I don’t know I would have been able to get through it without [a human].”
— OCM Pilot User
Project Goals
When we took on this project, we had a 153 slide deck full of change management playbook content, 21 job aids, 28 change cards, and 6 pilot groups to deliver a brand new experience.
Together with the OCM team, we set a few goals for our MVP:
Create a digital experience.
Move from hand-held to self-service.
Make content digestible.
Support project goals through design practice.
During its pilot launch phase, we measured value against user satisfaction surveys, pilot group impact surveys, usage analytics, cost savings, heuristic evaluations and beyond.
The Big Wins
Wireframes
“Simpler is better…it needs to be really user-friendly and simple and quick”
— OCM Pilot User
Visual Approach
After the initial research, I began ideating concepts to help guide the visual direction of the project. We used a word mapping technique that led us to the space theme. I collaborated with Art and Design to define an illustration approach for the project that would be aligned with the Fannie Mae brand.
I also aimed to simplify how the range of complex change management content could be consumed by looking at my favorite sites that successfully organize a wealth of information, simply.
“Identifying, delivering, and monitoring change is central to how organizations remain relevant and competitive in the market. By digitizing the change management experience, it has helped galvanize drive adoption and made our change framework, content, and tools intuitive and accessible to the Enterprise.”
— David Miskinyar, Director of Enterprise Program Management
The Outcome
I took user research, customer’s goals, and design inspiration to create the MVP of the OCM Playbook experience. Development was an iterative process where we worked with our pilot groups to incorporate their direct feedback into the tool.
The outcome was an MVP that included a homepage, change diagnostic, change rigor pages, and resources. I’ll continue to iterate on the OCM Playbook alongside our pilot users, our change management partners, and executive sponsors.
