what is ux strategy? - tim loo @ ux brighton

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Tim Loo Strategy Director, Foolproof What is UX Strategy? UX Brighton, May 2014

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Tim Loo's presentation to UX Brighton May 2014 event on UX Strategy.

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Page 1: What is UX Strategy? - Tim Loo @ UX Brighton

Tim Loo Strategy Director, Foolproof

What is UX Strategy? UX Brighton, May 2014

Page 2: What is UX Strategy? - Tim Loo @ UX Brighton

@timothyloo @uxbri

my frame of reference

Page 3: What is UX Strategy? - Tim Loo @ UX Brighton
Page 4: What is UX Strategy? - Tim Loo @ UX Brighton

@timothyloo @uxbri

“So why do we need a UX strategy?”

Page 5: What is UX Strategy? - Tim Loo @ UX Brighton

BRAND STRATEGY

BUSINESS STRATEGY

What you want to be…

What & how you actually are …

USER EXPERIENCE

How well does your organisation connect?

Page 6: What is UX Strategy? - Tim Loo @ UX Brighton

@timothyloo @uxbri

poor alignment

lack of direction

Page 7: What is UX Strategy? - Tim Loo @ UX Brighton

@timothyloo @uxbri

There are many emerging flavours of UX strategy. This is ours.

Page 8: What is UX Strategy? - Tim Loo @ UX Brighton

@timothyloo @uxbri

DESIGN OF EXPERIENCE

EXPERIENCE CULTURE

BRAND STRATEGY

BUSINESS STRATEGY

UX STRATEGY

Page 9: What is UX Strategy? - Tim Loo @ UX Brighton

@timothyloo @uxbri

BRAND STRATEGY

BUSINESS STRATEGY

How  will  we  know  we’re  on  the  right  track?  

What’s  our  priori6sed  plan?  

Where  do  we  want  to  get  to?  

Where  are  we  today?  

DESIGN OF EXPERIENCE

EXPERIENCE CULTURE

Page 10: What is UX Strategy? - Tim Loo @ UX Brighton

@timothyloo @uxbri

UX strategy

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

Page 11: What is UX Strategy? - Tim Loo @ UX Brighton

@timothyloo @uxbri

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

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

§ What are our pain-points in aligning our priorities & activities?

§ What’s our are vision for the holistic experience?

§ What are our guiding principles for target experience?

§ What are our future customer stories and outcomes?

§ What’ are the gaps between the vision and reality?

§ How will we prioritise to create focus and value?

§ 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?

§ What’s our business vision and target position in the market?

§ How do we create competitive advantage through our activities?

§ What’s our brand promise and our brand values & assets?

§ Who are our target customers & how do we want them to feel about us?

© 2013 Foolproof Limited

BRAND    STRATEGY  

BUSINESS    STRATEGY  

4.  METRICS,  TARGETS  &  INCENTIVES  

3.  ROADMAP  &  BENEFITS  CASE  

2.  UX  VISION  &  PRINCIPLES  

1.  CURRENT  STATE    EXPERIENCE  

Foolproof UX Strategy Framework

Page 12: What is UX Strategy? - Tim Loo @ UX Brighton

@timothyloo @uxbri

The UXer as strategist

Page 13: What is UX Strategy? - Tim Loo @ UX Brighton

@timothyloo @uxbri

Helpful Skill 1 We’re good at understanding what it’s like to be a customer

Page 14: What is UX Strategy? - Tim Loo @ UX Brighton

@timothyloo @uxbri

Helpful Skill 2 We can bring to life what great experience looks like for an organisation

Page 15: What is UX Strategy? - Tim Loo @ UX Brighton

@timothyloo @uxbri

Helpful Skill 3 We’re good at collaborative working & facilitating agreement & trade-offs

Page 16: What is UX Strategy? - Tim Loo @ UX Brighton

@timothyloo @uxbri

Strategy planning is a team sport

Page 17: What is UX Strategy? - Tim Loo @ UX Brighton

Photo Credit: http://www.flickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517

BUSINESS GUY

UX DUDE

Page 18: What is UX Strategy? - Tim Loo @ UX Brighton

@timothyloo @uxbri

Do you want to captain the team?

Page 19: What is UX Strategy? - Tim Loo @ UX Brighton

@timothyloo @uxbri

Thank you. Let’s talk.

Page 20: What is UX Strategy? - Tim Loo @ UX Brighton

@timothyloo @uxbri

Start a conversation

Tim Loo [email protected] +44 7714415677 @timothyloo