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

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  • @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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    t

    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 shouldnt 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 denition 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? Whats the current customer story, priorities and

    pain-points?

    Whats 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 todays experience and our future customer stories?

    What specic 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-o to create focus? Whats 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. Whats our plan?

    5. How will we know were 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 tim.loo@foolproof.co.uk +44 7714415677 @timothyloo