Redesigning Business - A workshop with Tim Loo - WebVisions BCN 2014

Tim Loo Strategy Director, Foolproof

WebVisions Barcelona Redesigning business

The Chatham House Rule When a meeting, or part thereof, is held under the Chatham House Rule, participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed.

Team exercise

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With the person next to you, discuss and capture: You have 2 minutes.

§  What are your goals for today’s session? §  What does good look like?

Team exercise

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Now in your table team discuss and agree on: You have 5 minutes.

§  What’s our single goal for today’s session?

my frame of reference

CHAPTER 1

DEFINING UX STRATEGY

Team exercise

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In your teams discuss and capture: You have 10 minutes.

§  What are the behaviours and pain-points of an organisation without a UX strategy?

BRAND POSITION

BUSINESS STRATEGY

What you want to be…

What & how you actually are …

USER EXPERIENCE

How well does your organisation connect?

@timothyloo

There are many emerging flavours of UX strategy. This is ours.

@timothyloo

User experience strategy

A long-term vision, roadmap and KPIs to align every customer touch-point with your brand position & business strategy

@timothyloo

DESIGN OF EXPERIENCE

EXPERIENCE CULTURE

BRAND POSITION

BUSINESS STRATEGY

UX STRATEGY

@timothyloo

BRAND POSITION

BUSINESS STRATEGY

How  will  we  know  we’re  on  the  right  track?  

What’s  our  priori6sed  plan?  

Where  do  we  want  to  get  to?  

Where  are  we  today?  

DESIGN OF EXPERIENCE

EXPERIENCE CULTURE

@timothyloo

UX strategy

A long-term vision, roadmap and KPIs which align every customer touch-point with your brand position & business strategy

@timothyloo

§ What’s the environment and ecosystem of our target customers?

§ What’s the current customer story, priorities and pain-points?

§ What are our pain-points in aligning our priorities & activities?

§ What’s our are vision for the holistic experience?

§ What are our guiding principles for target experience?

§ What are our future customer stories and outcomes?

§ What’ are the gaps between the vision and reality?

§ How will we prioritise to create focus and value?

§ What’s our roadmap for change and innovation?

§ What are key performance indicators and targets for transforming the user experience?

§ How will we incentivise the right behaviours?

§ What’s our business vision and target position in the market?

§ How do we create competitive advantage through our activities?

§ What’s our brand promise and our brand values & assets?

§ Who are our target customers & how do we want them to feel about us?

© 2013 Foolproof Limited

BRAND    STRATEGY  

BUSINESS    STRATEGY  

4.  METRICS,  TARGETS  &  INCENTIVES  

3.  ROADMAP  &  BENEFITS  CASE  

2.  UX  VISION  &  PRINCIPLES  

1.  CURRENT  STATE    EXPERIENCE  

Foolproof UX Strategy Framework

UX Strategy is about creating business change & transformation

Design planning UX Strategy

Short term goals Long term vision

Driving revenue Building value

Cost reduction Organisational alignment

Optimisation Transformation

Interactions Holistic experiences

In summary

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CHAPTER 2

ENGAGING WITH SPONSORS & STAKEHOLDERS

Team exercise

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In your teams discuss and capture: You have 10 minutes.

§  Who are potential owners for UX strategy in an organisation?

§  What other important stakeholders might need to be engaged?

§  What are challenges of engaging with this audience?

@timothyloo

Time poor Lack knowledge of UX

Loaded with data Opinion driven

Lack of empathy with customers

Effective stakeholder engagement & communication focuses on stakeholder needs

In summary

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§  Big picture §  Concise & relevant §  Emotionally engaging §  Linked to business

outcomes

Personas Stories Pain-points

CHAPTER 3

UNDERSTANDING & COMMUNICATING THE CURRENT STATE

10:43pm  

10:55pm  

10:58pm  

8  minute  interna2onal  phone  call  on  my  mobile  

10  minute  wait  to  reset  my  account  

11:18pm  

@timothyloo

Long, detailed reports on UX do not get read by

senior stakeholders

@timothyloo

Use tools which quickly & memorably capture the

experience both functionally and emotionally

@timothyloo

So let’s do some shit-stormingTM

Customer/business pain-points mapping

Customer lifecycle

Posi

tive

expe

rienc

es

Neg

ativ

e ex

perie

nces

31 © 2014 Foolproof Limited

Overwhelmed

By the amount of things to learn about

Protected

By the obvious security measures

The anatomy of a pain-point

32

Woee

About hidden fees

A meaningful pain-point describes: §  The emotion someone would feel §  What causes that emotion

Team exercise: Pain-points

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In your teams discuss and capture: You have 20 minutes.

§  Map all key touch-points and interactions from the customer’s perspective

§  Ensure that you pain-points succinctly capture how the customer feels and what happened

Travelling overseas with your credit card

Customer journey

Posi

tive

expe

rienc

es

Neg

ativ

e ex

perie

nces

Before travel Away from home Back home

Team exercise: Clustering super pain-points

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In your teams discuss and capture: You have 20 minutes.

§  Group together pain-points by key themes §  Think about different pain-points may create

common feelings §  Use customer language

Creating alignment and agreement is as important presenting the evidence

In summary

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§  Collaboration through workshops

§  Data visualisation §  Storytelling §  Creating focus

§  Pain-point mapping

§  Super pain-points

Ethnography & experience videos

Ethnography & experience videos

CHAPTER 4

CREATING EXPERIENCE DESIGN PRINCIPLES

Experience design principles describe the quality of the user experience of a product or a service They provide direction and intent for how we want customers to feel about the experience

What are experience design principles?

Experience design principles should be aspirational and inspiring

They are stretch targets and measures for transforming your business and the customer experience

What are experience design principles?

CUSTOMER EXPERIENCE

INSIGHT

BRAND

ASSETS & VALUES

GOOD DESIGN PRINCIPLES

1.  Based on customer insight

2.  Short & memorable

3.  Cross-feature

4.  Specific

5.  Non-conflicting

6.  Measurable

What is the current experience of our customers?

§  What do they like?

§  What are their frustrations and pain-points?

§  What can we learn from our competitors?

§  Have they been delighted before by similar services/offerings? How? Why?

What are our brand values?

§  How do we want the experience to be an expression of these?

§  What are our differentiating assets and capabiliities

Good experience design principles

4        Exper6se  on  tap  

§ When  I  need  advice  or  technical  help  I  know  where  to  go  §  I  can  always  access  the  right  informa2on  when  I  need  it  

Design  principles  

Team exercise

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In your teams discuss and capture: You have 30 minutes.

§  Using your super pain-points as a starting point, create design principles which describe in customer language how the experience should feel

§  Include measurable customer statements

CHAPTER 5

IDEATION & ENVISIONING THE FUTURE EXPERIENCE

@timothyloo

Create new future stories for customers showing outcomes (not outputs or specific features) based on the design principles

“I’ve got options for how I want to place my order. It’s the same whether I do this online or on the phone.” 1

“I like that I can quickly place an order for the products I frequently buy. Everything I need to know about the products is at my fingertips.” 2

“It’s really clear to me what products are available and when I’m realistically going to get them.” 3

“When a product isn’t available, I know they will inform me as soon as they know. They will use their expertise to suggest a suitable alternative product and support me in reaching a decision with my colleagues so that our business keeps running.”

4

“If we can’t find an alternative, I can add the product to my ‘wish list’ and know that I’ll find out when it’s next available and I can continue with the rest of my order.”

5

“Placing the order is as simple as on Amazon.” 6

“I know I’ve placed my order correctly because I receive an immediate order confirmation that I can check and send to others within my business.”

7

“I receive confirmation that my delivery is on its way. I can quickly see if anything is missing with details of when it will follow. Knowing when to expect the delivery, helps me plan to receive it.”

8

Team exercise

53 © 2014 Foolproof Limited

In your teams discuss and capture: You have 30 minutes.

§  Using your previous journey map, create a new story of how customers would describe the journey if we were delivering on the experience design principles at each and every touch point?

CHAPTER 6

CREATING A DELIVERY ROADMAP

@timothyloo

Using Future Customer Stories to identify enablers and drive the delivery & technology roadmap

@timothyloo

CHAPTER 7

CREATING UX KEY PERFORMANCE INDICATORS

@timothyloo

Make the organisation measure & report on things which are meaningful for business and the customer

@timothyloo

@timothyloo

@timothyloo

Change thinking

Change behaviours

Make stakeholders collaborate and share customer perspective

Create empathy with colleagues and customers

@timothyloo

Start a conversation

Tim Loo tim.loo@foolproof.co.uk +44 7714415677 @timothyloo