USAA: Defining a Digital Experience

This vignette describes how USAA redesigned organizational structures, innovation processes, and systems to introduce a steady stream of digital innovations for an extraordinary member experience. This is one of a series of vignettes written for the MIT CISR research on Designing Digital Organizations. Vignettes are also available on Kaiser Permanente, Ferrovial, The Schindler Group, The Principal Financial Group, and Schneider Electric. An in-depth report that discusses the aggregate research results was published in March 2016, “Designing Digital Organizations” by J.W. Ross, I.M. Sebastian, C.M. Beath, S. Scantlebury, M. Mocker, N.O. Fonstad, M. Kagan, K. Moloney, S.G. Krusell, and the Technology Advantage Practice of The Boston Consulting Group. Case studies from the research on The LEGO Group and Toyota Motor Corporation are also available. A list of publications from the research is provided at the end of this document.