UXPA UK: UX Strategy. What is UX Strategy? Tim Loo, Foolproof.

@timothyloo @uxpauk #uxstrategy

Tim Loo Strategy Director, Foolproof

What is UX Strategy? UXPA UK, April 2015

@timothyloo @uxpauk #uxstrategy

How I think about UX

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What users

expect

What actually

happens

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india russia taiwan

japan mexico canada

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experience user

digital customer

brand service

product

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How I think about UX strategy

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fit

brand, strategy & business model

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alignment

across touch-points, journeys & the entire relationship cycle

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focus & accountability

knowing what we should do & what good looks like

(and what we shouldn’t do)

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strategy

STRATEGIC GOALS

STRATEGIC PROGRAMMES

PROJECTS (TACTICS)

   goal A    goal B    goal C

   programme X    programme Y    programme Z

            project Q        

WORKSTREAMS TASKS

BUSINESS STRATEGY

@timothyloo @uxpauk #uxstrategy

strategy

STRATEGIC GOALS

STRATEGIC PROGRAMMES

PROJECTS (TACTICS)

   goal A    goal B    goal C

   programme X    programme Y    programme Z

            project Q        

WORKSTREAMS TASKS

BUSINESS STRATEGY

Is there a clear connection between our strategy & goals and experience design &

management?

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a definition of experience strategy

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experience strategy a long-term plan to align every customer touch-point with your brand position & business strategy

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experience strategy in practice

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§ Who are our target customers?

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

§ What’s our vision for the holistic experience?

§ What are our guiding principles for target experience?

§ What are our future customer stories & outcomes?

§ What are the experience gaps between today’s experience and our future customer stories?

§ What specific initiatives and projects do we need?

§ What enablers and capabilities are required to support these initiatives?

§ What are the gaps between the vision and reality?

§ How will we prioritise & trade-off to create focus?

§ 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?

CURRENT STATE EXPERIENCE

EXPERIENCE VISION & PRINCIPLES

INNOVATION, INITIATIVES & ENABLERS

EXPERIENCE ROADMAP

EXPERIENCE KPIs & DASHBOARD

1. Where are we today?

2. Where do we want to get to?

3. What do we need to do?

4. What’s our plan?

5. How will we know we’re on track?

A framework for creating experience strategy

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So you want to be a strategist?

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my experience big picture communication numbers leadership persistence

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Experience strategy is a team sport

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Thank you

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Start a conversation

Tim Loo [email protected] +44 7714415677 @timothyloo