what is experience strategy? by tim loo for designsingapore council
DESCRIPTION
On the 26 August 2014, Tim Loo, Strategy Director at Foolproof, presented "What is Experience Strategy?" at special event organised by DesignSingapore Council and hosted at the National Design Centre, Singapore. This is a shareable version on that presentation.TRANSCRIPT
@timothyloo @foolproof_UX #foolproofSG
Tim Loo Strategy Director, Foolproof
What is Experience Strategy? DesignSingapore Council, 26 August 2014
@timothyloo @foolproof_UX #foolproofSG
“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)
@timothyloo @foolproof_UX #foolproofSG
@timothyloo @foolproof_UX #foolproofSG
The experience strategy gap
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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 @foolproof_UX #foolproofSG
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?
@timothyloo @foolproof_UX #foolproofSG
Bringing the customer into experience strategy planning
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What your business wants
What your customer wants
@timothyloo @foolproof_UX #foolproofSG
What your business wants
PURPOSE, VISION & MISSION
BUSINESS VALUE MODEL
BUSINESS STRATEGY &
GOALS
BRAND
OPERATING TARGETS &
KPIS
MARKET POSITIONING
@timothyloo @foolproof_UX #foolproofSG
What your business wants
PURPOSE, VISION & MISSION
BUSINESS VALUE MODEL
BUSINESS STRATEGY &
GOALS
BRAND
OPERATING TARGETS &
KPIS
MARKET POSITIONING
What your customer wants
TARGET CUSTOMER
NEEDS & WANTS
MENTAL MODEL
CONTEXT & ECOSYSTEM
EXPECTATIONS OF YOUR BRAND
BEHAVIOURIAL, TECHNOLOGY &
SOCIETAL TRENDS
EXPERIENCE EXPECTATIONS & PREFERENCES
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An experience strategy identifies & articulates the most valuable future
holistic experience for both the business and the customer.
@timothyloo @foolproof_UX #foolproofSG
What your business wants
What your customer wants
the “win/win”
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a definition of experience strategy
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experience strategy a long-term vision, roadmap and KPIs to align every customer touch-point with your brand position & business strategy
@timothyloo @foolproof_UX #foolproofSG
what your business wants
what your customers want
experience strategy
the win/win experience strategy
planning process
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experience strategy in practice
@timothyloo @foolproof_UX #foolproofSG
what your business wants
what your customers want
1. Where are we today?
1. Where are we today?
@timothyloo @foolproof_UX #foolproofSG
what your business wants
what your customers want
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”
2. Where do we want to get to?
“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
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what your business wants
what your customers want
1. Where are we today?
2. Where do we want to get to?
3. What do we need to do?
experience strategy
Scenario 1 Problems with your card
Problems with your card
Problems with your card
Problems with your card
3. What do we need to do?
@timothyloo @foolproof_UX #foolproofSG
what your business wants
what your customers want
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?
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
4. What’s our plan?
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
@timothyloo @foolproof_UX #foolproofSG
what your business wants
what your customers want
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?
experience strategy
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5. How will we know we’re on track?
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§ 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
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 @foolproof_UX #foolproofSG
Are you up for the challenge?
@timothyloo @foolproof_UX #foolproofSG
Thank you. Let’s talk.
@timothyloo @foolproof_UX #foolproofSG
Start a conversation
Tim Loo [email protected] +44 7714415677 @timothyloo