Let’s talk
about innovation
Fix what’s broken
Delight the customer
Enhancing
the deal modeling experience for the AWS Finance User
Reactive
Proactive
Creating
an ideal experience for
the AWS Finance User
How we
innovate
Listen
Learn
Link
Actionable
Insights
What we�heard
How it became�an insight
What action�we took
Same framework, different results
1
—
Refined Requirements
2
—
Current State Definition
KICK-OFF
Scope and Timelines
PROJECT�INITIATION
LISTEN
LISTEN
1
—
Refined�Requirements
2
—
Current State Definition
3
—
Target State�Definition
DISCOVERY
Set the Baseline
Same framework, different results
LINK
LISTEN
2
—
Current State Definition
3
—
Target State Definition
4
—
Validated�Concepts
DEFINE
Map the Vision
Same framework, different results
LISTEN
LINK
LINK
3
—
Target State�Definition
4
—
Validated�Concepts
5
—
Detailed�Specs
DESIGN
Realize the Vision
Same framework, different results
LEARN
LEARN
4
—
Validated�Concepts
5
—
Detailed
Specs
DELIVER
Build the Vision
Same framework, different results
PROJECT�DELIVERY
Fix what’s broken
Enhancing the deal modeling experience for AWS Finance User
Reactive
“ADAPT takes 5-7 times longer to model a custom deal compared to Excel, making it cumbersome and inefficient. This significantly limits our ability to prioritize all custom deal requests, forcing us to focus only on top-tier opportunities and ultimately leading to lost revenue from missed deals.”
AWS Deal Modeler
$20B+
Combined Value of Deals
modeled using ADAPT (yearly)
3,000+
Average Number of Custom Deals
modeled using ADAPT (yearly)
From
>4,500
Hours
To
<3,000
Hours
How we revamped ADAPT to introduce scalability and flexibility instead of patch fixing the UX issues
Going beyond the ask
How it became an insight
Link
We shadowed the users to validate the said pain points and map out their end-to-end workflow and in the process uncovered their unsaid needs that helped us frame the themes for improvement
13
Workflows Mapped
7
Themes Identified
What action we took
Learn
Involved the users at all steps of the way through co-creation workshops and testing to deliver a connected, simplified, and scalable deal modeling tool for AWS
33%
Reduction in ToT
60%
Effort Reduction
What we heard
Listen
31
Users Interviewed
12
Sev-2/3 Tickets
Multiple users from different business groups reported dissatisfaction in working with the deal modeling tool, ADAPT, due to the cumbersome and disparate workflows
Custom pricing deals at AWS
*an oversimplified version
We need 1000 EC2 instances with double storage and S3 for 2 years.
Hi Netflix, how can I assist?
AWS Sales Team
And, can you offer a discount?
Sure! Sounds like you need a custom long-term deal. I'll reach out to the team to create one.
LOW RES RENDER�FOR GO/NO-GO
Behind the scenes…
Team, Netflix needs 1000 EC2 instances, double storage, S3 for 2 years, and a discount. What can we offer?
AWS Global�Business Desk
AWS Service�Finance Team
AWS Finance Team
The numbers look good! I’ll get leadership approval and send the contract once it’s ready.
Considering margins, I suggest offering A/S/D regions with Y% discount for a better deal.
AWS Sales Team
Let’s offer EC2 and S3 in A/B/C regions at X% discount based on their usage.
Here’s our best offer
Great, I’ll present it to Netflix.
Let me get back to you.
LOW RES RENDER�FOR GO/NO-GO
Back to the scene…
AWS Sales Team
That works, I’m ready to sign the contract!
Alright, we can offer you the services you’ve requested at Y% discount which comes to $X.
LOW RES RENDER�FOR GO/NO-GO
Custom pricing deals at AWS
*an oversimplified version
We need 1000 EC2 instances with double storage and S3 for 2 years.
Hi Netflix, how can I assist?
AWS Sales Team
And, can you offer a discount?
Sure! Sounds like you need a custom long-term deal. I'll reach out to the team to create one.
Team, Netflix needs 1000 EC2 instances, double storage, S3 for 2 years, and a discount. What can we offer?
AWS Global Business Desk
AWS Service Finance Team
AWS Finance Team
The numbers look good! I’ll get leadership approval and send the contract once it’s ready.
Considering margins, I suggest offering A/S/D regions with Y% discount for a better deal.
AWS Deal Modeling Team
AWS Sales Team
Let’s offer EC2 and S3 in A/B/C regions at X% discount based on their usage.
Here’s our best offer
Great, I’ll present it to Netflix.
Let me get back to you.
That works, I’m ready to sign the contract!
Alright, we can offer you the services you’ve requested at Y% discount which comes to $X.
AWS Sales Team
Click rate and time on task analysis through digital shadowing
10
Users Digitally Shadowed
1.5 Hours
Average Time to Model a Custom Deal
What we observed
AWS Sales Team
AWS Global Business Desk
AWS Service Finance Team
AWS Finance Team
Step 2 — Configure Scenario(s)
Step 3 — Configure Service(s)
Step 1 — Create Request
Step 4 — P&L Summary
Uncovered insights
Limited input capabilities
leading to inefficient data entry (~1m)
Discrepancies in data across systems
leading to inconsistencies (~3m)
Repetitive data entry from multiple systems
leading to inefficiencies & potential errors (~5m 30s)
Rigid adherence to predetermined workflows
limiting flexibility and efficiency (~2m)
Sluggish system performance
causing delays and frustration (~2m)
User interface design flaws
hindering intuitive navigation & task completion (~30s)
Poor state management
often resulting in duplicated effort�(~2x effort)
Lack of value-added features
(e.g., suggestions, validation, comparison)
Step 2 — Configure Scenario(s)
Step 3 — Configure Service(s)
Step 1 — Create Request
Step 4 — P&L Summary
Counterintuitive processes
causing confusion and frustration (~5m)
Uncovered insights
Discrepancies in data across systems
Counterintuitive�processes
Limited input capabilities
User interface design flaws
Sluggish system performance
Poor�state management
Lack of value-added features
Repetitive data entry from multiple systems
Rigid adherence to predetermined workflows
1.1
Customer Details
1.3
Deal
Specification
2.1
Scenario
Definition
Step 2 — Configure Scenario(s)
Step 3 — Configure Service(s)
Step 1 — Create Request
Step 4 — P&L Summary
2.3
Credits, Investments, Discounts, and Revenue Assumptions
3.1
Storage and Pricing Assumptions
3.3
Rate�Card Configuration
4.1
Service
Mix and
Margins
4.2
P&L Analysis
+
+
+
10
1 min
😑
🫠
😀
🙂
☹️
🤯
🤬
🙄
Insights
Actions
Baseline
Emotions
~Clicks
~Time
10
1 min
10
3 min
125
10 min
250
20 min
~Average values for a 2-service and 3-year deal
30
5 min
20
3 min
10
3 min
Enable utility and scalability in an integrated way
Users should be able to model deals easily and efficiently
Workflows across various teams should be seamlessly connected
Tool should be able to adopt to a spectrum of use cases and evolving financial models
Connected cross-functional workflows
Reduced clicks from
178 → 2
Introduce
1
Reduced average time on task from
15m 54s → <1m
Unrestrained price and margin analysis
Reduced effort from
90 → 1 click
Introduce
2
Quickened access to analysis from
8m 30s → <5s
Non-sequential workflow navigation
Optimize
3
From
11 forced sequenced pages
To
6 pages with flexible navigation
>35% reduction in task completion time
Multi-scenario configurator
From
Multiple deal requests
Introduce
4
To
Single request w/scenarios
>50% reduction in input time
Single-pane deal status tracker
Reduced coordination and tracking time from
40m → 5 m
Introduce
5
Gen AI-Assisted Custom Deal Structuring and Forecasting
Imagine
Maximized profitability with optimized pricing models and dynamic deal structuring
Streamlined deal�creation with�AI-powered assistance�and insights
Impact
The workflow revamp is projected to unlock
1,500+ Hours
Increased Sales Capacity
$6.5B+
Newly Unlocked Revenue Potential
“We're really excited about the potential of the revamp. The efficiency gains will allow us boost our sales capacity and handle more custom deals effectively. This improvement will have a major impact on the business, giving us the ability to focus on more opportunities and drive our top line growth.”
AWS Deal Modeler
Delight the customer
Creating an ideal experience for the AWS Finance User
Proactive
“Each tool today owns its specific area and purpose. So, as a user, I need to navigate to over 20 tools to manually consolidate financial reports and insights”
AWS Finance Manager
10 hrs
Average Time Spent
querying data per service portfolio
58
Unique Tasks During MEC
across 22 days and 8 systems
Key milestones
Tasks by persona
Touchpoints
User sentiment
From
27
Applications
From
27 1
Applications
How Uno started as an idea on week 1 of joining to it becoming foundational to our 3 year vision
Bringing the org together
What we heard
Listen
Users reported challenges in managing responsibilities across multiple products, highlighting the need for consolidating purpose-built workflows.
Meanwhile, the industry is shifting towards more comprehensive Enterprise Performance Management (EPM) tools.
24
Users Interviewed
2.9/5
CES Score
How it became an insight
Link
Insights informed major Customer Experience Outcome (CXO) themes such as Connected Experiences, Streamlined Workflows, Reporting, Controllership, and Data Analysis.
24
JTBD Identified
5
CXO Themes Mapped
What action we took
Learn
Enhanced business, operational, and customer metrics, with a focus on boosting productivity through workflow efficiency, cost savings, and the quality of insights.
Additionally, we introduced Gen AI to streamline processes and further elevate the quality of insights and decision-making.
99%
Accurate Queries
90%
Monthly Hours Saved
Unearthing insights over time to drive scale from an idea to an org’s 3 year vision
Started with a hunch
Day 1
Month 3
Month 6
Year 1
Month 18
Year 2
Strategies take shape
Shared vision
Adjusting to insights
Rapid growth
Vision embedded
Consolidating purpose-built workflows into one experience
Number of users that rely on multiple tools
191/328
Day 1
A hunch
Saving time by integrating workflows
Reduced workflows from
5 → 1
Month 3
Strategize
Increasing
efficiency by incorporating GenAI
Saved time querying per month from
10hrs → 1
Month 6
Shared Vision
A goal to improve our CES through outcomes
Year 1
Adjusting
Controllership
Data Analysis
Connected Experiences
Streamlined Workflows
Reporting
Transparency
Productivity
Personalization
Trust
Connected Experiences
Introducing actionable insights and personalization
Increased CES score from
2.9 → 3.8
Month 18
Growth
Key part of the 3-year vision
Year 2
Vision Embedded
CXO
Connected Experiences
Controllership
Reporting
Streamlined Workflows
Data Analysis
Data Layer
Metric Library
Connected Experiences
Controllership
Reporting
Streamlined Workflows
Data Analysis
CXO
Data Layer
Services
Notifications
Permissions
Bridging
Commentary
GenAI/Jarvis
SWIFT
Metric Library
Connected Experiences
Controllership
Reporting
Streamlined Workflows
Data Analysis
CXO
Services
Data Layer
Notifications
Permissions
Bridging
Commentary
GenAI/Jarvis
SWIFT
Metric Library
Connected Experiences
Controllership
Reporting
Streamlined Workflows
Data Analysis
CXO
Insights
Profitability
Anomaly
Operational Efficiency
Revenue Growth
Variance
Insights
Modules
Planning
Headcount Planning
MEC/R&O/OP1
Profitability
Cost Analysis
Deal Modeling
Reporting
Accounting
Services
Data Layer
Notifications
Permissions
Bridging
Commentary
GenAI/Jarvis
SWIFT
Metric Library
Connected Experiences
Controllership
Reporting
Streamlined Workflows
Data Analysis
CXO
Profitability
Anomaly
Operational Efficiency
Revenue Growth
Variance
Modules
Interface
Personalized
Centralized
Informative
Connected
Insights
Planning
Headcount Planning
MEC/R&O/OP1
Profitability
Cost Analysis
Deal Modeling
Reporting
Accounting
Services
Data Layer
Notifications
Permissions
Bridging
Commentary
GenAI/Jarvis
SWIFT
Metric Library
Connected Experiences
Controllership
Reporting
Streamlined Workflows
Data Analysis
CXO
Profitability
Anomaly
Operational Efficiency
Revenue Growth
Variance
CXO
Data Layer
Services
Insights
Modules
Interface
Planning
Headcount Planning
MEC/R&O/OP1
Profitability
Cost Analysis
Deal Modeling
Reporting
Accounting
Notifications
Permissions
Bridging
Commentary
GenAI/Jarvis
SWIFT
Metric Library
Connected Experiences
Controllership
Reporting
Streamlined Workflows
Data Analysis
Personalized
Centralized
Informative
Connected
Profitability
Anomaly
Operational Efficiency
Revenue Growth
Variance
Delighting customers with key features
Increase efficiency
Stay proactive
Own your experience
Our genAI assistant guides users with prompts and data querying to streamline interactions and increase task completion.
Timely notifications ensures users remain engaged and aware of critical updates.
Users can configure their dashboard, keeping them engaged with metrics that matter most to their needs.
Achieving business outcomes faster
Year 2
Vision Embedded
Increased querying accuracy to
99%
Reduced applications from
27 → 1
AWS Financial System, Uno
Unlock your full potential
1
2
3
4
5
6
7
Use data to build consensus.
While Amazon drives decisions through documentation, we’ve found success using visual storytelling.
Embrace and welcome feedback to uncover valuable insights.
Action over words.
Leadership requires patience and persistence.
Lead through influence, not authority.
Create big impacts with smaller, smarter investments.