Betty Mackay is an innovative thought leader with proven ability to conceptualize, design, and implement effective solutions to business problems through a variety of approaches, including electronic performance support systems, training technology, on-line reference, process reengineering, and job redesign. Betty has extensive experience in managing large projects through the entire life cycle, working closely with professionals with expertise in software development, graphic design, instructional design, multimedia production, and the business domain. Formerly Director of Performance Support and Transaction Reengineering at American Express, where she worked for 17 years, Betty has a broad knowledge of the financial services industry. Her project work involved a variety of investment products, qualified retirement plans, estate planning, and credit card operations. Betty is a frequent presenter at national conferences and her work has been cited in several articles in technology magazines.

Betty has a Bachelor of Arts degree from Augsburg College in English Education and a Master of Arts degree in English from the University of Minnesota. She completed additional graduate study in Curriculum and Instructional Systems. To deepen her knowledge of the financial services industry, she obtained a Certified Financial Planner (CFP) designation. She has also held a Series 7 General Securities license.

Betty's experience includes the following:

• Co-led the design and development of a series of electronic performance support systems (EPSS) at American Express Financial Advisors that provide an intelligent interface to legacy systems. Was responsible for creating interface design and detailed business requirements, developing multimedia training to support the EPSS, implementing the systems, creating a measurement plan to assess business results, and coordinating follow-up monitoring. Applications reduced training time by 70% and cycle time by 20% and increased accuracy to 98-99%.
• Managed design and development of two software prototypes that are regarded as pioneering work in EPSS design. Demonstrated the potential of this design approach to increase productivity and accuracy and reduce training time. Designed and implemented an innovative measurement and evaluation strategy for assessing the benefits of this design approach. Test results and methodology have been discussed in national publications.
• Conceptualized and designed the Product Library, a cutting-edge interactive video training/ reference system designed to provide "just-in-time" help to financial planners in selecting and presenting products. The system was presented as an example of outstanding use of technology to the Board of Directors of Apple Computer.
• Led major process redesign for job groups and developed electronic performance support systems to enable the redesign. EPSS technology included an expert letter-writing system and expert rule-base logic that drives business document requirements, context sensitive document checklists, and help. As a result, the organization was able to combine jobs in order to improve customer service and to hire entry level employees for work that was once considered advanced.
• Led business, technology, and training groups in applying new approaches and thought paradigms. Introduced the EPSS concept to the business and obtained buy-in and funding to implement the approach. Consulted with technologies department on EPSS philosophy and its integration into traditional systems methodology. Coached highly inexperienced trainers, instructional designers, and technical experts on the concept of "just-in-time learning" through use of on-line reference and performance support systems.
• Consulted with the American Express Credit Card division on a design approach to software and training technology that will be used by over 3,000 customer service agents who provide service to American Express Card Members. Consultation resulted in a significant change in design approach for a major corporate technology project and dramatically changed the approach to training in credit card operations.

In the past, she has worked on systems for the following clients:

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bmackay@arielpcs.com