3. 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 aïŹliation of the speaker(s), nor
that of any other participant, may be revealed.
8. The experience gap
Business Strategy
Where you want to beâŠ
Brand Strategy
Where you actually areâŠ
Customer Experience
Culture, Organisation
& Governance
Experience Design
Capability
How well does your organisation connect?
10. @timothyloo #UXSTRAT
User experience strategy
A long-term vision, roadmap and
KPIs to align every customer
touch-point with your brand
position & business strategy
12. Foolproof Experience Strategy Framework
BRAND
Â
Â
STRATEGY
Â
BUSINESS
Â
Â
STRATEGY
Â
HOW
 WILL
 WE
 KNOW
 WEâRE
 ON
 THE
 RIGHT
 TRACK?
Â
WHATâS
 OUR
 PRIORITISED
 PLAN?
Â
WHERE
 DO
 WE
 WANT
 TO
 GET
 TO?
Â
WHERE
 ARE
 WE
 TODAY?
Â
30. Overwhelmed
By the
amount of
things to
learn about
Protected
By the obvious
security
measures
The anatomy of a pain-point
30
Woee
About
hidden fees
A meaningful pain-point describes:
§ï§âŻ The emotion someone would feel
§ï§âŻ What causes that emotion
32. Travelling overseas with your credit card
Customer journey
Posi9ve
Â
experiences
Â
Nega9ve
Â
experiences
Â
Before
 travel
 Away
 from
 home
 Back
 home
Â
38. Experience design principles describe the
core values 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?
39. 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?
40. CUSTOMER
EXPERIENCE
INSIGHT
BRAND
ASSETS &
VALUES
GOOD DESIGN
PRINCIPLES
1.⯠Based on customer
insight
2.⯠Short & memorable
3.⯠Cross-feature
4.⯠SpeciïŹc
5.⯠Non-conïŹicting
6.⯠Measurable
What is the current
experience of our customers?
§ï§âŻ What do they like?
§ï§âŻ What are their
frustrations and pain-
points?
§ï§âŻ What can we learn from
our competitors?
§ï§âŻ Have they been delighted
before by similar services/
oïŹerings? How? Why?
What are our brand values?
§ï§âŻ How do we want the
experience to be an
expression of these?
§ï§âŻ What are our diïŹerentiating
assets and capabiliities
Good experience design principles
41. 4
Â
Â
Â
Â
ExperLse
 on
 tap
Â
§ï§âŻ When
 I
 need
 advice
 or
 technical
 help
 I
 know
 where
 to
 go
Â
§ï§âŻ I
 can
 always
 access
 the
 right
 informa9on
 when
 I
 need
 it
Â
Â
Â
Design
 principles
Â
44. @timothyloo #UXSTRAT
Create
 new
 future
 stories
 for
Â
customers
 showing
 outcomes
 (not
Â
outputs
 or
 speciïŹc
 features)
 based
 on
Â
the
 design
 principles
54. Foolproof Experience Strategy Framework
BRAND
Â
Â
STRATEGY
Â
BUSINESS
Â
Â
STRATEGY
Â
METRICS,
 TARGETS
 &
 INCENTIVES
Â
ROADMAP
 &
 BENEFITS
 CASE
Â
UX
 VISION
 &
 PRINCIPLES
Â
CUSTOMER
 &
 BUSINESS
Â
CURRENT
 STATE
Â