Ambition
The Wall Street Journal (WSJ) set an ambition to be the most trusted news publication and to use that trust to fuel growth in membership and engagement. In understanding and building trust at an individual level, it hoped to establish deeper, longer-lasting relationships with customers.

Action
Deloitte conducted the TrustID survey with current, former, and prospective customers and leveraged first-party customer behavior to predict customer trust. The team then generated Next Best Actions (NBAs), a learning algorithm to drive improved outcomes.

Achievement
The project led to a 3x increase in effectiveness at identifying and targeting low-trust customers, a 33% increase in customer trust, a 14% increase in website traffic, and a 5% decrease in subscriber churn.

The CMO and CEO called the pilot “phenomenal,” “super compelling,” and “scrumptious.” In addition, it enabled further opportunities around trust initiatives regarding diversity, equity, and inclusion (DEI); customer service; and pricing.

Ambition
A major financial services company wanted to integrate human-centered design (HCD) and human-centricity into a large-scale, tech-led transformation of its customer relationship management (CRM) and frontline adviser workforce experience. Through a front-to-back enterprise transformation, the company strived to reimagine how frontline advisers work and lead with humanity.

Action
Deloitte conducted one-on-one interviews with advisers to understand their needs, motivations, and tensions. Then the team integrated HCD with functional and change management to weigh feature desirability against feasibility and viability. The team created 20 journeys that illustrated the future experience at a human level. Next, the team incorporated strategic priorities, adviser routines, Salesforce, impact, and 24 high-fidelity UX wireframes that integrated functional decisions and adviser needs through co-creation with end users.

Achievement
The pilot drove behavior change, bolstering engagement for more than 40,000 users. It increased platform adoption by evolving the platform experience for a smooth digital transformation. The project also helped reduce the risk of rework by prioritizing capabilities with real, enduring value.

Ambition
An organization aimed to create a community online learning platform at historically black colleges and universities (HBCUs). The goal was to leverage digital technologies to unite HBCUs, increase accessibility and opportunity, and support black excellence. Through this project, the organization hoped to address inequities and make HBCUs the leaders in online education.

Action
Deloitte took a collaborative and values-based approach, including staffing a diverse team, conducting bias training, and engaging the client in participatory research and ambition setting. The team conducted surveys, interviews, campus visits, and ethnographies to identify the current state and designed solutions to set the future state through co-creation labs, synthesis sessions, personas and user stories, priority features and functions, design principles, and MVP wireframes.

Achievement
The client continued the collaboration for a pilot at nine HBCUs and beyond, saying, “You all have truly heard our vision and are thinking progressively about higher education.”

The pilot will provide more than 8,000 students opportunities to cross-register across the platform. The platform generated substantial momentum in just months: It was featured in 12 news publications, received $10 million in funding for launch, and was presented at a summit to more than 130 institutions.