ux strat europe 2015 - ux strategy: today and tomorrow

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@timothyloo #uxstrat Tim Loo Strategy Director, Foolproof UX Strategy: today & tomorrow UX STRAT Amsterdam, June 2015

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@timothyloo #uxstrat

Tim Loo Strategy Director, Foolproof

UX Strategy: today & tomorrow UX STRAT Amsterdam, June 2015

@timothyloo #uxstrat

how I think about UX*

*other opinions are available

@timothyloo #uxstrat

what users

expect

what actually

happens

@timothyloo #uxstrat

@timothyloo #uxstrat

@timothyloo #uxstrat

@timothyloo #uxstrat

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experience user

digital customer

brand service

product

@timothyloo #uxstrat

companies I work with

@timothyloo #uxstrat

@timothyloo #uxstrat

@timothyloo #uxstrat

india russia taiwan

japan mexico canada

@timothyloo #uxstrat

@timothyloo #uxstrat

a definition of experience strategy*

*other definitions are available

@timothyloo #uxstrat

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

@timothyloo #uxstrat

§ 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

INITIATIVES, ENABLERS & CAPABILITIES

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 an experience strategy

@timothyloo #uxstrat

1. fit

brand, strategy & business model

@timothyloo #uxstrat

@timothyloo #uxstrat

2. alignment

across touch-points, journeys & the entire relationship cycle

@timothyloo #uxstrat

3. focus & accountability

knowing what we should do & what good looks like

(and what we shouldn’t do)

@timothyloo #uxstrat

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 #uxstrat

how I’ve helped my clients

@timothyloo #uxstrat

a.  kick-started a lasting change in thinking & doing

b.  had no long term impact

A personal perspective on tomorrow

start-up

growth

maturity

decline

reinvent

REVE

LAN

CE

TIME

@timothyloo #uxstrat

where I want to play

@timothyloo #uxstrat

driving valuable differentiation

@timothyloo #uxstrat

chasing the right numbers

@timothyloo #uxstrat

better organisational instincts

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leading cultural change

@timothyloo #uxstrat

how I plan to win

the strategist’s continuum

being clever

making stuff happen

being clever

making stuff happen

being clever

making stuff happen

strategy frameworks methodology & toolkit “hard” UX skills

managing politics creating internal advocacy

standards & guidelines business cases

KPIs & dashboards target operating model

change management organisational design

compensation & incentives programme office

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combining impatience & resilience

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whatever your vision…

@timothyloo #uxstrat

…make it happen

@timothyloo #uxstrat

thank you

@timothyloo #uxstrat

Start a conversation

Tim Loo [email protected] +44 7714415677 @timothyloo