1. Welcome
The
Power
of
Free
T-­‐Shirts:
Building
a
Brand
Around
a
Technology
and
Cultural
Transforma7on

2. Ma7
Curry
ma8.curry@allstate.com
@ma8jcurry

3. History
–
The
desire
for
control

4. Life
is
good!

5. Centralized
control
requires
rules
to
scale
RULE
RULE
RULE
RULE

6. Centralized
control
requires
rules
to
scale
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE

7. As
we
get
more
rules,
they
become
difficult
to
navigate
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
COMMITTEE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
COMMITTEE

8. At
some
point,
the
rules
become
a
barrier
to
quick
decision-­‐making

9. Over
Lme,
tools
that
helped
us
scale
are
now
obstacles
COMMITTEE
COMMITTEE
GOVERNANCE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
RULE
GOVERNANCE
COMMITTEE

10. What
we
wanted:
Innova7on
from
anyone,
anywhere,
any7me
at
scale
The
answer:
Decentralize—create
empowered
and
collabora7ve
teams

11. Visually,
the
answer
VALUES,
BEHAVIORS,
AND
OUTCOMES

12. Customer
percepLon
vs.
employee
behaviors
• We
want
our
consumers
to
know
that
Allstate’s
products
protect
them
from
risk
• We
want
our
employees
to
develop
innova7ve
soVware
quickly
to
meet
our
business
needs
and
customer
expecta7ons

13. We
started
with
a
challenge
What
do
we
call
this
new
way
we
are
developing
soVware?
– TDD
– Paired
programming
– Extreme
programming
– Collabora7ve
workspaces
– On-­‐demand
cloud
infrastructure

14. We
responded
to
this
challenge
and
CompoZed
Labs
was
born

15. Where
we
started
Originally
we
started
with
a
number
of
ideas:
– IDEA
Labs
– IDEAL
Labs
– ADEPT
Labs
We
landed
on
CompoZed
because:
– Composable
micro-­‐services
– The
musical
metaphor
of
everyone
working
together
– It
was
approved

16. What
we
wanted
• Something
completely
different
from
the
Allstate
logo
• Something
close
to
the
Allstate
pale8e
• Something
that
emphasized
moving
with
speed
• Something
that
communicated
a
new
way
of
working

17. We
created
a
logo
• The
two
people
facing
each
other
represent
a
pair
• The
hexagon
is
from
a
bee
hive
metaphor
that
communicates
that
we
wanted
something
stackable,
scalable,
and
quick
to
build
• This
is
the
flag
and
symbol
that
represents
our
effort

18. Corporate
branding
• We
wanted
something
that
said
“powered
by
Allstate,”
but
unique
• When
asked
why
include
the
capital
“Z,”
we
emphasized
this
was
more
representa7ve
of
a
Silicon
Valley
mindset.
– We
wanted
our
brand
to
be
centered
on
technology
and
run
and
organized
like
a
start-­‐up

19. First,
we
created
t-­‐shirts
…because
PowerPoint
does
not
change
culture

20. Everyone
was
happy!

21. We
had
to
clarify
the
model
Labs
Methodology
PlaPorm

22. Labs
Where
we
work
• Casual
dress
• Fun
• Collabora7on
• Learning
• Engagement
• We
have
a
gong!

23. Methodology
How
we
work
• Pairing
always!
• TDD
• Con7nuous
delivery
• Automate
everything
• Deliver
fast
and
get
feedback

24. PlaPorm
The
Tools
We
Use
• Cloud
Foundry
• Con7nuous
integra7on
• Collabora7on
• Worksta7on
toolsets
Identity and SSO
Log Analytics
App Performance
Notifications
Data Services
Mobile Services
Continuous Delivery
Collaboration
Developer Services

25. Next,
we
built
a
website
• Constant
communica7on
has
been
cri7cal
to
our
success
• Of
course,
everything
we
do
is
also
hosted
on
CF

26. We
started
coordinaLng
events
Arizona
Cloud
Foundry
Meet-­‐up
Group

27. We
clarified
values
• Respect
your
pair
• Respect
your
team
• Always
try
to
get
be8er
• User
first
• Learn
always

28. Oh,
and
we
made
cooler
t-­‐shirts

29. Another
side
note
about
the
t-­‐shirts
• They
are
hard
work
and
involve
a
difficult
process:
– Iterate
– Get
feedback
– Iterate

30. And
we
kept
iteraLng
Catch
boxes
used
in
the
CompoZed
Labs
to
help
facilitate
a
culture
shiV

31. Introducing
the
CompoZed
accelerator
training
course

32. CompoZed
changes
the
game
• The
CompoZed
brand
changes
how
we
recruit
• CompoZed
changes
how
we
build
new
facili7es
– Allstate
is
currently
opening
an
innova7ve
addi7onal
loca7on
in
downtown
Chicago’s
Merchandise
Mart

33. Change
All
the
things!

34. All
encompassing
change
• We
have
had
past
transforma7on
efforts
– Tech
plaeorms
– Applica7on
design
– Customer
focus
– Opera7onal
models
• CompoZed
is
the
first
effort
to
change
everything
– Legal,
real
estate,
technology
stack,
skillsets,
culture,
applica7on
architecture,
customer
focus

35. Lessons
learned
• Iterate
quickly
• Communicate
always…storytelling
is
cri7cal
• Constantly
be
inclusive
• Understand
incen7ves
• Live
the
culture
at
all
levels

36. • We
are
a
high
tech
startup
within
an
85-­‐year-­‐old
insurance
company
• We
are
changing
everything!
• And,
we
have
cool
t-­‐shirts
We
are
CompoZed

37. Thank You!
Q & A