What is Experience Strategy? by Tim Loo for DesignSingapore Council

@timothyloo @foolproof_UX #foolproofSG

Tim Loo Strategy Director, Foolproof

What is Experience Strategy? DesignSingapore Council, 26 August 2014


“So why do we need an experience strategy?”

{INSERT YOUR

BRAND HERE}

YOUR BUSINESS

YOUR CUSTOMERS

How well does your

organisation connect?

YOUR PROMISE (what do you want to be for

your customers)

THE REALITY (the user experience)

YOUR CUSTOMERS’ EXPECTATIONS

(and how they feel about you)



The experience strategy gap


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


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 business strategy and

experience design?


Bringing the customer into experience strategy planning


What your business wants

What your customer wants



PURPOSE, VISION & MISSION

BUSINESS VALUE MODEL

BUSINESS STRATEGY &

GOALS

BRAND

OPERATING TARGETS &

KPIS

MARKET POSITIONING



PURPOSE, VISION & MISSION

BUSINESS VALUE MODEL

BUSINESS STRATEGY &

GOALS

BRAND

OPERATING TARGETS &

KPIS

MARKET POSITIONING


TARGET CUSTOMER

NEEDS & WANTS

MENTAL MODEL

CONTEXT & ECOSYSTEM

EXPECTATIONS OF YOUR BRAND

BEHAVIOURIAL, TECHNOLOGY &

SOCIETAL TRENDS

EXPERIENCE EXPECTATIONS & PREFERENCES


An experience strategy identifies & articulates the most valuable future

holistic experience for both the business and the customer.




the “win/win”


a definition of experience strategy


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


what your business wants

what your customers want

experience strategy

the win/win experience strategy

planning process


experience strategy in practice




1. Where are we today?






2. Where do we want to get to?

A Design Principle: Our expertise on tap

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


“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






3. What do we need to do?

experience strategy

Scenario 1 Problems with your card

Problems with your card










4. What’s our plan?

Single account

Consistent look & feel Personalisation

Integrated loyalty programme

Responsive design (+CMS) Streamlined

Info Architecture

Orientation & suppor t for newbies

Improved registration In-context help,

on demand

Social engagement

NFC technology Seat

reservation

Multi-screen gameplay

Game finder & metadata Customisable

toolbar

Personal game schedule

MAX application on own devices

High

Low

Impact on customer experience


0-6 months 6-12 months 12-18 months 0-6 months 6-12 months 12-18 months

Prioritising capability

Our recommended roadmap 0-6 months 6-12 months 12-18 months

Consistent look & feel

Streamlined information architecture

Personalisation

Responsive design (+CMS)

Orientation & suppor t for newbies

Integrated loyalty programme

Single account

Improved registration

In-context help, on demand








5. How will we know we’re on track?

experience strategy




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

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

§ What’s our are 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






A framework for creating experience strategy


Are you up for the challenge?


Thank you. Let’s talk.


Start a conversation

Tim Loo [email protected] +44 7714415677 @timothyloo

What is Experience Strategy? by Tim Loo for DesignSingapore Council

Design

timothyloo foolproof ux foolproofsg

goals brand business

business strategy

experience strategy

user experience

pro gramme

progra mme

card problems