uxpa uk - what is ux strategy? by tim loo

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@timothyloo @uxpauk #uxstrategy Tim Loo Strategy Director, Foolproof What is UX Strategy? UXPA UK, April 2015

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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

@timothyloo @uxpauk #uxstrategy

What users

expect

What actually

happens

@timothyloo @uxpauk #uxstrategy

@timothyloo @uxpauk #uxstrategy

@timothyloo @uxpauk #uxstrategy

@timothyloo @uxpauk #uxstrategy

@timothyloo @uxpauk #uxstrategy

india russia taiwan

japan mexico canada

@timothyloo @uxpauk #uxstrategy

@timothyloo @uxpauk #uxstrategy

experience user

digital customer

brand service

product

@timothyloo @uxpauk #uxstrategy

How I think about UX strategy

@timothyloo @uxpauk #uxstrategy

@timothyloo @uxpauk #uxstrategy

fit

brand, strategy & business model

@timothyloo @uxpauk #uxstrategy

@timothyloo @uxpauk #uxstrategy

alignment

across touch-points, journeys & the entire relationship cycle

@timothyloo @uxpauk #uxstrategy

focus & accountability

knowing what we should do & what good looks like

(and what we shouldn’t do)

@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

@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?

@timothyloo @uxpauk #uxstrategy

a definition of experience strategy

@timothyloo @uxpauk #uxstrategy

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

@timothyloo @uxpauk #uxstrategy

experience strategy in practice

@timothyloo @uxpauk #uxstrategy

§ 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

@timothyloo @uxpauk #uxstrategy

So you want to be a strategist?

@timothyloo @uxpauk #uxstrategy

my experience big picture communication numbers leadership persistence

@timothyloo @uxpauk #uxstrategy

Experience strategy is a team sport

@timothyloo @uxpauk #uxstrategy

Thank you

@timothyloo @uxpauk #uxstrategy

Start a conversation

Tim Loo [email protected] +44 7714415677 @timothyloo