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UX Hong Kong 2013: UX Strategy - Redesigning business
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UX Hong Kong 2013: UX Strategy - Redesigning business

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My Day 1 presentation to UX Hong Kong 2013 - Asia's premier experience design conference.

My Day 1 presentation to UX Hong Kong 2013 - Asia's premier experience design conference.

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  • We have seen throughout Going Mobile that there is a real need for action.Brands risk being displaced by organisations who provide superior mobile experiences, and even some established brands are failing to keep pace with consumer desires for mobile services.So before I move onto the behaviours and characteristics of these consumers, I wanted to throw the net a bit wider and look at the impact of mobile experiences, and this time pull on some of our survey data to illustrate the scale of the risks, challenges and opportunities.

Transcript

  • 1. UX Strategy: Redesigning businessTim Loo Strategy Director, FoolproofUX Hong Kong 2013
  • 2. My twitter handle: @timothylooMy company: @foolproof_uxThis conference: #uxhk2013My subject: #uxstrategy
  • 3. So…why redesign business?
  • 4. Many businesses are routinelyfailing to create meaningful andmutually valuable experiences fortheir customers
  • 5. The experience gap Where you want to be… Business Strategy Brand Strategy How well does your organisation connect? Culture, Organisation Experience Design & Governance Capability Where you actually are… Customer Experience
  • 6. Some common theories
  • 7. Theory #1Business is evil
  • 8. Theory #2Business only caresabout shareholders
  • 9. Theory #3Business isincompetent
  • 10. BUSINESS UX ADVISORPhoto Credit: http://www.flickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517
  • 11. Maybe the root causes aren’t so sinister
  • 12. Proliferation of digitaltouch-points & channels
  • 13. Proliferation of Inward facing digital culture &touch-points & management, channels poor alignment
  • 14. creates
  • 15. Accidentaluser experience
  • 16. User experience strategyA long-term vision, roadmap and KPIsto align every customer touch-pointwith your brand position and businessstrategy
  • 17. Foolproof Experience Strategy Framework BUSINESS BRAND STRATEGY STRATEGY UX STRATEGY CULTURE, ORGANISA EXPERIENCE TION & DESIGN GOVERNANCE
  • 18. Foolproof Experience Strategy Framework BUSINESS BRAND STRATEGY STRATEGY CUSTOMER & BUSINESS CURRENT STATE UX VISION & PRINCIPLES ROADMAP & BENEFITS CASE METRICS, TARGETS & INCENTIVES
  • 19. We have the methods & toolkit…
  • 20. …but do we have all the skills?
  • 21. I asked 100 UX leaders what stops ouradvice happening in business
  • 22. Source: Making UX Happen survey of top 3 barriers (100 respondents)
  • 23. THE BUSINESS PROJEC UX ADVISOR T Inertia and resistance to change Driven by Lack of consultant technology Politics & Lack of senior-level and constraints skills & experienceorganisational client sponsor for UX silos Low Lack of stakeholder Ineffective Client lack of commitment communication vision, strategy and business to UX engagement -case in UX & persuasion Client doesnt measure Lack of Client doesnt Lack of time or understand understand budget Consultant UX processesthe value of UX & agency Lack of attitudes resources Source: Making UX Happen survey of top 3 barriers (100 respondents)
  • 24. To redesign business we might haveto first redesign ourselves
  • 25. BUSINESS UX ADVISORPhoto Credit: http://www.flickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517
  • 26. Let’s talk about it.
  • 27. Thank you.
  • 28. My twitter handle: @timothylooMy company: @foolproof_uxThis conference: #uxhk2013My subject: #uxstrategy