What is UX Strategy? - Tim Loo @ UX Brighton

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Tim Loo's presentation to UX Brighton May 2014 event on UX Strategy.

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What is UX Strategy? - Tim Loo @ UX Brighton

  1. 1. TimLoo StrategyDirector,Foolproof What is UX Strategy? UX Brighton, May 2014
  2. 2. @timothyloo @uxbri my frame of reference
  3. 3. @timothyloo @uxbri “So why do we need a UX strategy?”
  4. 4. BRAND STRATEGY BUSINESS STRATEGY What you want to be… What & how you actually are … USER EXPERIENCE How well does your organisation connect?
  5. 5. @timothyloo @uxbri poor alignment lack of direction
  6. 6. @timothyloo @uxbri There are many emerging flavours of UX strategy. This is ours.
  7. 7. @timothyloo @uxbri DESIGN OF EXPERIENCE EXPERIENCE CULTURE BRAND STRATEGY BUSINESS STRATEGY UX STRATEGY
  8. 8. @timothyloo @uxbri BRAND STRATEGY 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?  
  9. 9. @timothyloo @uxbri UX strategy A long-term vision, roadmap and KPIs which align every customer touch-point with your brand position & business strategy
  10. 10. @timothyloo @uxbri § 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
  11. 11. @timothyloo @uxbri The UXer as strategist
  12. 12. @timothyloo @uxbri Helpful Skill 1 We’re good at understanding what it’s like to be a customer
  13. 13. @timothyloo @uxbri Helpful Skill 2 We can bring to life what great experience looks like for an organisation
  14. 14. @timothyloo @uxbri Helpful Skill 3 We’re good at collaborative working & facilitating agreement & trade-offs
  15. 15. @timothyloo @uxbri Strategy planning is a team sport
  16. 16. Photo Credit: http://www.flickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517 BUSINESS GUY UX DUDE
  17. 17. @timothyloo @uxbri Do you want to captain the team?
  18. 18. @timothyloo @uxbri Thank you. Let’s talk.
  19. 19. @timothyloo @uxbri Start a conversation Tim Loo tim.loo@foolproof.co.uk +44 7714415677 @timothyloo

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