UX STRAT 2013: Tim Loo, Workshop: Redesigning business culture and thinking around the customer

Tim Loo Strategy Director, Foolproof

UXSTRAT Workshop Redesigning business culture and thinking around the customer

@timothyloo #UXSTRAT

Tim’s twitter handle: @timothyloo My company: @foolproof_ux This conference: #UXSTRAT Bella’s twitter: @msbellaslade

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

4 © 2013 Foolproof Limited

With the person next to you, discuss and capture: You have 5 minutes.

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

Team exercise


Now in your table team discuss and agree on: You have 15 minutes.

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

CHAPTER 1

DEFINING UX STRATEGY

Team exercise


In your teams discuss and capture: You have 15 minutes.

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

The experience gap

Business Strategy

Where you want to be… Brand Strategy

Where you actually are… Customer Experience

Culture, Organisation & Governance

Experience Design Capability

How well does your organisation connect?


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


User experience strategy

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

CULTURE, ORGANISATION &

GOVERNANCE

EXPERIENCE DESIGN

Foolproof Experience Strategy Framework

BRAND STRATEGY

BUSINESS STRATEGY

UX STRATEGY

CULTURE, ORGANISATION & GOVERNANCE

EXPERIENCE DESIGN


BRAND STRATEGY

BUSINESS STRATEGY

HOW WILL WE KNOW WE’RE ON THE RIGHT TRACK?

WHAT’S OUR PRIORITISED PLAN?

WHERE DO WE WANT TO GET TO?

WHERE ARE WE TODAY?

§ 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 user 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

METRICS, TARGETS & INCENTIVES

ROADMAP & BENEFITS CASE

UX VISION & PRINCIPLES

CUSTOMER & BUSINESS CURRENT STATE

UX Strategy is about crea9ng business change & transformaLon

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


CHAPTER 2

ENGAGING WITH SPONSORS & STAKEHOLDERS

Team exercise



§  Who are potenLal owners for UX strategy in an organisa9on?

§  What other important stakeholders might need to be engaged?

§  What are challenges of engaging with this audience?


Time poor Lack knowledge of UX

Loaded with data Opinion driven

Lack of empathy with customers

Effec9ve stakeholder engagement & communica9on focuses on stakeholder needs

In summary


§  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 interna9onal phone call on my mobile

10 minute wait to reset my account

11:18pm


Long, detailed reports on UX do not get read by senior stakeholders


Tools which quickly and memorably boil down experience both

func9onally and emo9onally can help


So let’s do some shit-‐stormingTM

Customer/business pain-points mapping

Customer lifecycle

Posi9

ve

expe

riences

Nega9

ve

expe

riences


Overwhelmed

By the amount of things to learn about

Protected

By the obvious security measures

The anatomy of a pain-point

30

Woee

About hidden fees

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

Team exercise: Pain-points



§  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

Posi9

ve

expe

riences

Nega9

ve

expe

riences

Before travel Away from home Back home

Team exercise: Clustering super pain-points



§  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


§  Collaboration through workshops

§  Data visualisation §  Storytelling §  Creating focus

§  Pain-point mapping

§  Super pain-points

Holistic experience maps

Ethnography & experience videos

CHAPTER 4

CREATING EXPERIENCE DESIGN PRINCIPLES

Experience design principles describe the core values 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 ExperLse on tap

§ When I need advice or technical help I know where to go §  I can always access the right informa9on when I need it

Design principles

Team exercise



§  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


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

Team exercise



§  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


Using Future Customer Stories to iden9fy enablers and drive the delivery & technology roadmap


CHAPTER 7

CREATING UX KEY PERFORMANCE INDICATORS


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



Change thinking

Change behaviours

Make stakeholders collaborate and share customer perspective

Create empathy with colleagues and customers

CULTURE, ORGANISATION & GOVERNANCE

EXPERIENCE DESIGN


BRAND STRATEGY

BUSINESS STRATEGY

METRICS, TARGETS & INCENTIVES

ROADMAP & BENEFITS CASE

UX VISION & PRINCIPLES

CUSTOMER & BUSINESS CURRENT STATE


Thank you


Start a conversation

Tim Loo [email protected] +44 7714415677 @timothyloo

UX STRAT 2013: Tim Loo, Workshop: Redesigning business culture and thinking around the customer

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