ux strat 2014: tim loo's workshop - experience visioning & roadmapping

@timothyloo @foolproof_UX @uxstrat

Tim Loo Strategy Director, Foolproof

UX Strategy Fundamentals:

Experience Visioning & Roadmapping UX STRAT 2014, Boulder, CO


before we start

The Chatham House Rule

When a meeting, or part thereof, is held under the Chatham House Rule, participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed.


what happens in boulder, stays in boulder


my frame of reference

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

business guy

experience design dude


Chapter 1

Defining UX Strategy UX STRAT 2014, Boulder, CO


“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)


Proliferation of customer touch-points &

organisational siloes


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


PROJECTS (TACTICS)



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

TECHNOLOGY ROADMAP

BUSINESS STRATEGY &

GOALS

BRAND

OPERATING TARGETS &

KPIS

TARGET OPERATING

MODEL


TECHNOLOGY ROADMAP

TARGET OPERATING

MODEL


PURPOSE, VISION & MISSION

BUSINESS STRATEGY &

GOALS

BRAND

OPERATING TARGETS &

KPIS


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

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”






3. What do we need to do?

experience strategy

Scenario 1 Problems with your card

Problems with your card









4. What’s our plan?

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


Enough of my yakking


Let’s get stuck in


Chapter 2

Experience visioning UX STRAT 2014, Boulder, CO


What is an experience vision?


Inspirational Specific

Outcomes focussed Concise Sharable


vision statement

experience design principles

future customer stories


VISION STATEMENT §  An inspirational ambition that will

inform how the experience engages and delivers to its customers and potential customers.

EXPERIENCE DESIGN PRINCIPLES §  How the vision will be executed. §  Core values of the user

experience. §  Informed by research. §  The design principles should also

be inspirational and directive.

FUTURE CUSTOMER STORIES §  Creating user experiences from

inspired by the vision and executed through the design principles.

vision statement

experience design principles

future customer stories


Running visioning workshops


Planned & flexible Briefings & homework

Room logistics Working groups

Managing energy

TSB 30 January 2014 48


Planned & flexible Briefings & homework

Room logistics Working groups

Managing energy


Creating visioning outputs


Inspirational Specific

Outcomes focussed Concise Sharable


Ideation sessions & future customer stories


THE CUSTOMER

personas

+ customer journey

mapping +

competitor review

THE VISION

vision

statement +

experience design

principles +

future stories

INSPIRATION & IDEAS

technology

trends +

emerging behaviours

+ inspiration from other

sectors

Scenario 1 Problems with your card





Chapter 3

Experience roadmapping UX STRAT 2014, Boulder, CO


What is an experience roadmap?


strategy

STRATEGIC GOALS


PROJECTS (TACTICS)



project Q

WORKSTREAMS TASKS

BUSINESS STRATEGY


Running roadmapping sessions


Underlying enablers Assessment of effort Right stakeholders

Learning the PMO language

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

Prioritising capability


Underlying enablers Assessment of effort


Underlying enablers Assessment of effort Right stakeholders

Learning the PMO language


Creating roadmapping outputs

TD Direct Investing February 2014 65


Chapter 4

In summary UX STRAT 2014, Boulder, CO

TD Direct Investing February 2014 66


§ 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


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Tim Loo [email protected] +44 7714415677 @timothyloo