Redesigning Business - A workshop with Tim Loo - WebVisions BCN 2014

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This is the workshop presentation from WebVisions BCN 2014 presented by Tim Loo, Strategy Director at Foolproof.

In an increasingly complex and digitally centric world, consumers are quickly evolving their thinking and behaviour. Many organisations are struggling to keep up, often failing to coherently live up to their brand and service promises. In this workshop, we’ll explore the role of the experience strategist creating wider business change, and the challenges and opportunities for the strategist in “redesigning” organisational attitudes and thinking around the customer.

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Redesigning Business - A workshop with Tim Loo - WebVisions BCN 2014

  1. 1. TimLoo StrategyDirector,Foolproof WebVisions Barcelona Redesigning business
  2. 2. 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.
  3. 3. Team exercise 3© 2014 Foolproof Limited With the person next to you, discuss and capture: You have 2 minutes. §  What are your goals for today’s session? §  What does good look like?
  4. 4. Team exercise 4© 2014 Foolproof Limited Now in your table team discuss and agree on: You have 5 minutes. §  What’s our single goal for today’s session?
  5. 5. my frame of reference
  6. 6. CHAPTER 1 DEFINING UX STRATEGY
  7. 7. Team exercise 8© 2014 Foolproof Limited In your teams discuss and capture: You have 10 minutes. §  What are the behaviours and pain-points of an organisation without a UX strategy?
  8. 8. BRAND POSITION BUSINESS STRATEGY What you want to be… What & how you actually are … USER EXPERIENCE How well does your organisation connect?
  9. 9. @timothyloo There are many emerging flavours of UX strategy. This is ours.
  10. 10. @timothyloo User experience strategy A long-term vision, roadmap and KPIs to align every customer touch-point with your brand position & business strategy
  11. 11. @timothyloo DESIGN OF EXPERIENCE EXPERIENCE CULTURE BRAND POSITION BUSINESS STRATEGY UX STRATEGY
  12. 12. @timothyloo BRAND POSITION 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?  
  13. 13. @timothyloo UX strategy A long-term vision, roadmap and KPIs which align every customer touch-point with your brand position & business strategy
  14. 14. @timothyloo § 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
  15. 15. UX Strategy is about creating business change & transformation Design planning UX Strategy Short term goals Long term vision Driving revenue Building value Cost reduction Organisational alignment Optimisation Transformation Interactions Holistic experiences In summary 16© 2014 Foolproof Limited
  16. 16. CHAPTER 2 ENGAGING WITH SPONSORS & STAKEHOLDERS
  17. 17. Team exercise 18© 2014 Foolproof Limited In your teams discuss and capture: You have 10 minutes. §  Who are potential owners for UX strategy in an organisation? §  What other important stakeholders might need to be engaged? §  What are challenges of engaging with this audience?
  18. 18. @timothyloo Time poor Lack knowledge of UX Loaded with data Opinion driven Lack of empathy with customers
  19. 19. Effective stakeholder engagement & communication focuses on stakeholder needs In summary 20© 2014 Foolproof Limited §  Big picture §  Concise & relevant §  Emotionally engaging §  Linked to business outcomes Personas Stories Pain-points
  20. 20. CHAPTER 3 UNDERSTANDING & COMMUNICATING THE CURRENT STATE
  21. 21. 10:43 pm  
  22. 22. 10:55 pm  
  23. 23. 10:58 pm  
  24. 24. 8  minute  interna2onal   phone  call  on  my  mobile   10  minute  wait  to  reset   my  account  
  25. 25. 11:18 pm  
  26. 26. @timothyloo Long, detailed reports on UX do not get read by senior stakeholders
  27. 27. @timothyloo Use tools which quickly & memorably capture the experience both functionally and emotionally
  28. 28. @timothyloo So let’s do some shit-stormingTM
  29. 29. Customer/business pain-points mapping Customer lifecycle Positive experiences Negative experiences
  30. 30. 31© 2014 Foolproof Limited
  31. 31. Overwhelmed By the amount of things to learn about Protected By the obvious security measures The anatomy of a pain-point 32 Woee About hidden fees A meaningful pain-point describes: §  The emotion someone would feel §  What causes that emotion
  32. 32. Team exercise: Pain-points 33© 2014 Foolproof Limited In your teams discuss and capture: You have 20 minutes. §  Map all key touch-points and interactions from the customer’s perspective §  Ensure that you pain-points succinctly capture how the customer feels and what happened
  33. 33. Travelling overseas with your credit card Customer journey Positive experiences Negative experiences Before travel Away from home Back home
  34. 34. Team exercise: Clustering super pain-points 35© 2014 Foolproof Limited In your teams discuss and capture: You have 20 minutes. §  Group together pain-points by key themes §  Think about different pain-points may create common feelings §  Use customer language
  35. 35. Creating alignment and agreement is as important presenting the evidence In summary 36© 2014 Foolproof Limited §  Collaboration through workshops §  Data visualisation §  Storytelling §  Creating focus §  Pain-point mapping §  Super pain- points
  36. 36. Ethnography & experience videos
  37. 37. Ethnography & experience videos
  38. 38. CHAPTER 4 CREATING EXPERIENCE DESIGN PRINCIPLES
  39. 39. Experience design principles describe the quality of the user experience of a product or a service They provide direction and intent for how we want customers to feel about the experience What are experience design principles?
  40. 40. Experience design principles should be aspirational and inspiring They are stretch targets and measures for transforming your business and the customer experience What are experience design principles?
  41. 41. CUSTOMER EXPERIENCE INSIGHT BRAND ASSETS & VALUES GOOD DESIGN PRINCIPLES 1.  Based on customer insight 2.  Short & memorable 3.  Cross-feature 4.  Specific 5.  Non-conflicting 6.  Measurable What is the current experience of our customers? §  What do they like? §  What are their frustrations and pain- points? §  What can we learn from our competitors? §  Have they been delighted before by similar services/ offerings? How? Why? What are our brand values? §  How do we want the experience to be an expression of these? §  What are our differentiating assets and capabiliities Good experience design principles
  42. 42. 4         Exper6se  on  tap   §  When  I  need  advice  or  technical  help  I  know  where  to  go   §  I  can  always  access  the  right  informa2on  when  I  need  it       Design  principles  
  43. 43. Team exercise 44© 2014 Foolproof Limited In your teams discuss and capture: You have 30 minutes. §  Using your super pain-points as a starting point, create design principles which describe in customer language how the experience should feel §  Include measurable customer statements
  44. 44. CHAPTER 5 IDEATION & ENVISIONING THE FUTURE EXPERIENCE
  45. 45. @timothyloo Create new future stories for customers showing outcomes (not outputs or specific features) based on the design principles
  46. 46. “I’ve got options for how I want to place my order. It’s the same whether I do this online or on the phone.”1
  47. 47. “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
  48. 48. “When a product isn’t available, I know they will inform me as soon as they know. They will use their expertise to suggest a suitable alternative product and support me in reaching a decision with my colleagues so that our business keeps running.” 4
  49. 49. “If we can’t find an alternative, I can add the product to my ‘wish list’ and know that I’ll find out when it’s next available and I can continue with the rest of my order.” 5
  50. 50. “Placing the order is as simple as on Amazon.”6 “I know I’ve placed my order correctly because I receive an immediate order confirmation that I can check and send to others within my business.” 7
  51. 51. “I receive confirmation that my delivery is on its way. I can quickly see if anything is missing with details of when it will follow. Knowing when to expect the delivery, helps me plan to receive it.” 8
  52. 52. Team exercise 53© 2014 Foolproof Limited In your teams discuss and capture: You have 30 minutes. §  Using your previous journey map, create a new story of how customers would describe the journey if we were delivering on the experience design principles at each and every touch point?
  53. 53. CHAPTER 6 CREATING A DELIVERY ROADMAP
  54. 54. @timothyloo Using Future Customer Stories to identify enablers and drive the delivery & technology roadmap
  55. 55. @timothyloo
  56. 56. CHAPTER 7 CREATING UX KEY PERFORMANCE INDICATORS
  57. 57. @timothyloo Make the organisation measure & report on things which are meaningful for business and the customer
  58. 58. @timothyloo
  59. 59. @timothyloo
  60. 60. @timothyloo Change thinking Change behaviours Make stakeholders collaborate and share customer perspective Create empathy with colleagues and customers
  61. 61. @timothyloo Start a conversation Tim Loo tim.loo@foolproof.co.uk +44 7714415677 @timothyloo

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