UX Strategy: Redesigning businessHalf day workshop, UX Hong Kong 2013Tim Loo Strategy Director, Foolproof
My twitter handle:   @timothylooMy company:          @foolproof_uxThis conference:     #uxhk2013My subject:          #uxst...
Patti Hunt :    @hyper_boleMeghan Hayes:   @meadow8
The Chatham House RuleWhen a meeting, or part thereof, is held under theChatham House Rule, participants are free to use t...
Team exerciseWith the person next to you, discuss and capture:   What are your goals for today’s session?   What does go...
Team exerciseNow in your table team discuss and agree on:   What’s our single goal for today’s session?        You have 1...
Chapter 1Defining UX Strategy
Team exerciseIn your teams discuss and capture:    What are the behaviours and pain-points of     an organisation without...
The experience gap                 Where you want to be…               Business Strategy         Brand Strategy        How...
There are many emerging flavours ofUX strategy. This is ours.
User experience strategyA long-term vision, roadmap and KPIsto align every customer touch-pointwith your brand position an...
Foolproof Experience Strategy Framework                    BUSINESS    BRAND                    STRATEGY   STRATEGY       ...
Foolproof Experience Strategy Framework                   BUSINESS    BRAND                   STRATEGY   STRATEGY         ...
Foolproof Experience Strategy Framework                                        What’s our business vision and target posi...
In summaryUX Strategy is about creatingbusiness change & transformation       Design planning     UX Strategy       Short ...
Chapter 2Sponsors & stakeholder engagement
Team exerciseIn your teams discuss and capture:    Who are potential owners for UX strategy in     an organisation?    W...
Time poorLack knowledge of UXLoaded with dataOpinion driven
In summaryEffective stakeholder engagement &communication focuses on stakeholder needs        Big picture        Concise...
Chapter 3   & communicatingUnderstanding the current state             ^
10:43 pm
10:55 pm
10:58 pm
8 minute internationalphone call on my mobile10 minute wait to reset     my account
11:18 pm
Long, detailed reports on UX don’t getread by senior stakeholders.
Tools which quickly and memorablyboil down experience bothfunctionally and emotionally can help
So let’s do some shit-stormingTM
Shit-storming: Customer/business pain-points mappingexperiencesPositive                        Customer lifecycleexperienc...
The anatomy of a pain-pointA meaningful pain-point describes: The emotion someone would feel What causes that emotion Pr...
Team exercise: Shit-stormingIn your teams discuss and capture:     Map all key touch-points and interactions from      th...
Travelling overseas with your credit card              Before travel   Away from home     Back homeexperiencesPositive    ...
Team exercise: Clustering super pain-pointsIn your teams discuss and capture:     Group together pain-points by key theme...
In summaryCreating alignment and agreement is as importantpresenting the evidence   Collaboration                Pain-po...
Chapter 4Creating experience design principles
What are experience design principles?Experience design principles describethe core values of the user experience ofa prod...
What are experience design principles?Experience design principles shouldbe aspirational and inspiringThey become stretch ...
Creating design principlesGood experience of design principles                                    GOOD DESIGN    CUSTOMER ...
Team exerciseIn your teams discuss and capture:     Using your super pain-points as a starting      point, create design ...
Chapter 5Ideation and envisioning future state
Create new future stories forcustomers showing outcomes (notoutputs or specific features) based onthe design principles
Team exerciseIn your teams discuss and capture:    Using our previous journey map, create a new     story of how customer...
Chapter 6Creating a roadmap
Using Future Customer Stories toidentify enablers and drive thetechnology roadmap
Chapter 7Building the right team
Source: Making UX Happen survey of top 3 barriers (100 respondents)
THE       BUSINESS                                                  PROJEC         UX ADVISOR                             ...
BUSINESS                                                     UX ADVISORPhoto Credit: http://www.flickr.com/photos/76029035...
Team exerciseIn your teams, discuss and capture:   What does the team for a experience strategy    engagement look like? ...
Foolproof Experience Strategy Framework                   BUSINESS    BRAND                   STRATEGY   STRATEGY         ...
Thank you.
My twitter handle:   @timothylooMy company:          @foolproof_uxThis conference:     #uxhk2013My subject:          #uxst...
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UXHK 2013: UX Strategy Workshop with Tim Loo

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Transcript of "UXHK 2013: UX Strategy Workshop with Tim Loo"

  1. 1. UX Strategy: Redesigning businessHalf day workshop, UX Hong Kong 2013Tim Loo Strategy Director, Foolproof
  2. 2. My twitter handle: @timothylooMy company: @foolproof_uxThis conference: #uxhk2013My subject: #uxstrategy
  3. 3. Patti Hunt : @hyper_boleMeghan Hayes: @meadow8
  4. 4. The Chatham House RuleWhen a meeting, or part thereof, is held under theChatham House Rule, participants are free to use theinformation received, but neither the identity nor theaffiliation of the speaker(s), nor that of any otherparticipant, may be revealed.
  5. 5. Team exerciseWith the person next to you, discuss and capture:  What are your goals for today’s session?  What does good look like? You have 5 minutes.© 2013 Foolproof Limited 5
  6. 6. Team exerciseNow in your table team discuss and agree on:  What’s our single goal for today’s session? You have 15 minutes.© 2013 Foolproof Limited 6
  7. 7. Chapter 1Defining UX Strategy
  8. 8. Team exerciseIn your teams discuss and capture:  What are the behaviours and pain-points of an organisation without a UX strategy? You have 15 minutes.© 2013 Foolproof Limited 8
  9. 9. 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
  10. 10. There are many emerging flavours ofUX strategy. This is ours.
  11. 11. User experience strategyA long-term vision, roadmap and KPIsto align every customer touch-pointwith your brand position and businessstrategy
  12. 12. Foolproof Experience Strategy Framework BUSINESS BRAND STRATEGY STRATEGY UX STRATEGY CULTURE, ORGANISA EXPERIENCE TION & DESIGN GOVERNANCE
  13. 13. Foolproof Experience Strategy Framework BUSINESS BRAND STRATEGY STRATEGY CUSTOMER & BUSINESS CURRENT STATE UX VISION & PRINCIPLES ROADMAP & BENEFITS CASE METRICS, TARGETS & INCENTIVES
  14. 14. Foolproof Experience Strategy Framework  What’s our business vision and target position in the market? BUSINESS BRAND  How do we create competitive advantage through our activities? STRATEGY STRATEGY  What’s our brand promise and our brand values & assets?  Who are our target customers & how do we want them to feel about us?  What’s the environment and ecosystem of our target customers? CUSTOMER & BUSINESS  What’s the current customer story, priorities and pain-points? CURRENT STATE  What are our pain-points in aligning our priorities & activities?  What’s our are vision for the holistic user experience? UX VISION & PRINCIPLES  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? ROADMAP & BENEFITS CASE  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?METRICS, TARGETS & INCENTIVES  How will we incentivise the right behaviours? © 2013 Foolproof Limited
  15. 15. In summaryUX Strategy is about creatingbusiness 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© 2013 Foolproof Limited 15
  16. 16. Chapter 2Sponsors & stakeholder engagement
  17. 17. Team exerciseIn your teams discuss and capture:  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? You have 15 minutes.© 2013 Foolproof Limited 17
  18. 18. Time poorLack knowledge of UXLoaded with dataOpinion driven
  19. 19. In summaryEffective stakeholder engagement &communication focuses on stakeholder needs  Big picture  Concise & relevant Personas  Emotionally engaging Stories  Linked to business Pain-points outcomes© 2013 Foolproof Limited 19
  20. 20. Chapter 3 & communicatingUnderstanding the current state ^
  21. 21. 10:43 pm
  22. 22. 10:55 pm
  23. 23. 10:58 pm
  24. 24. 8 minute internationalphone call on my mobile10 minute wait to reset my account
  25. 25. 11:18 pm
  26. 26. Long, detailed reports on UX don’t getread by senior stakeholders.
  27. 27. Tools which quickly and memorablyboil down experience bothfunctionally and emotionally can help
  28. 28. So let’s do some shit-stormingTM
  29. 29. Shit-storming: Customer/business pain-points mappingexperiencesPositive Customer lifecycleexperiencesNegative
  30. 30. The anatomy of a pain-pointA meaningful pain-point describes: The emotion someone would feel What causes that emotion Protected Overwhelmed Woee By the obvious By the security amount of About measures things to hidden fees learn about 30
  31. 31. Team exercise: Shit-stormingIn your teams discuss and capture:  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 You have 20 minutes.© 2013 Foolproof Limited 31
  32. 32. Travelling overseas with your credit card Before travel Away from home Back homeexperiencesPositive Customer journeyexperiencesNegative
  33. 33. Team exercise: Clustering super pain-pointsIn your teams discuss and capture:  Group together pain-points by key themes  Think about different pain-points may create common feelings  Use customer language You have 20 minutes.© 2013 Foolproof Limited 33
  34. 34. In summaryCreating alignment and agreement is as importantpresenting the evidence  Collaboration  Pain-point through workshops mapping  Data visualisation  Super pain-  Storytelling points  Creating focus© 2013 Foolproof Limited 34
  35. 35. Chapter 4Creating experience design principles
  36. 36. What are experience design principles?Experience design principles describethe core values of the user experience ofa product or a serviceThey form the basis for creating a visionof your future customer experience
  37. 37. What are experience design principles?Experience design principles shouldbe aspirational and inspiringThey become stretch targets fortransforming your business and thecustomer experience
  38. 38. Creating design principlesGood experience of design principles GOOD DESIGN CUSTOMER BRAND PRINCIPLES EXPERIENCE ASSETS & INSIGHT 1. Based on VALUES customer research What is the current experience What are our brand values? like for our customers? 2. Short &  How do we want the  What do they like? memorable experience to be an expression of these?  What are their frustrations and pain-points? 3. Cross-feature  What are our differentiating assets and capabiliities  What can we learn from our competitors? 4. Specific  Have they been delighted 5. Non-conflicting before by similar services/offerings? How? Why? 6. Measurable
  39. 39. Team exerciseIn your teams discuss and capture:  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 You have 30 minutes.© 2013 Foolproof Limited 39
  40. 40. Chapter 5Ideation and envisioning future state
  41. 41. Create new future stories forcustomers showing outcomes (notoutputs or specific features) based onthe design principles
  42. 42. Team exerciseIn your teams discuss and capture:  Using our previous journey map, create a new story of how customers would describe the journey if we were delivering on the experience design principles at every touch point? You have 30 minutes.© 2013 Foolproof Limited 42
  43. 43. Chapter 6Creating a roadmap
  44. 44. Using Future Customer Stories toidentify enablers and drive thetechnology roadmap
  45. 45. Chapter 7Building the right team
  46. 46. Source: Making UX Happen survey of top 3 barriers (100 respondents)
  47. 47. 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)
  48. 48. BUSINESS UX ADVISORPhoto Credit: http://www.flickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517
  49. 49. Team exerciseIn your teams, discuss and capture:  What does the team for a experience strategy engagement look like?  What role do you want to play?You have 15 minutes.© 2013 Foolproof Limited 49
  50. 50. Foolproof Experience Strategy Framework BUSINESS BRAND STRATEGY STRATEGY CUSTOMER & BUSINESS CURRENT STATE UX VISION & PRINCIPLES ROADMAP & BENEFITS CASE METRICS, TARGETS & INCENTIVES
  51. 51. Thank you.
  52. 52. My twitter handle: @timothylooMy company: @foolproof_uxThis conference: #uxhk2013My subject: #uxstrategy

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