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TimLoo
StrategyDirector,Foolproof
UXSTRAT Workshop
Redesigning business culture and
thinking around the customer
@timothyloo #UXSTRAT
Tim’s twitter handle: @timothyloo
My company: @foolproof_ux
This conference: #UXSTRAT
Bella’s twitter: @msbellaslade
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.
Team exercise
4© 2013 Foolproof Limited
With the person next to you, discuss and capture:
You have 5 minutes.
§  What are your goals for today’s session?
§  What does good look like?
Team exercise
5© 2013 Foolproof Limited
Now in your table team discuss and agree on:
You have 15 minutes.
§  What’s our single goal for today’s session?
CHAPTER 1
DEFINING
UX STRATEGY
Team exercise
7© 2013 Foolproof Limited
In your teams discuss and capture:
You have 15 minutes.
§  What are the behaviours and pain-points of
an organisation without a UX strategy?
The experience gap
Business Strategy
Where you want to be…
Brand Strategy
Where you actually are…
Customer Experience
Culture, Organisation
& Governance
Experience Design
Capability
How well does your organisation connect?
@timothyloo #UXSTRAT
There	
  are	
  many	
  emerging	
  flavours	
  
of	
  UX	
  strategy.	
  This	
  is	
  ours.
@timothyloo #UXSTRAT
User experience strategy
A long-term vision, roadmap and
KPIs to align every customer
touch-point with your brand
position & business strategy
CULTURE,
ORGANISATION &
GOVERNANCE
EXPERIENCE
DESIGN
Foolproof Experience Strategy Framework
BRAND
STRATEGY
BUSINESS
STRATEGY
UX
STRATEGY
Foolproof Experience Strategy Framework
BRAND	
  	
  
STRATEGY	
  
BUSINESS	
  	
  
STRATEGY	
  
HOW	
  WILL	
  WE	
  KNOW	
  WE’RE	
  ON	
  THE	
  RIGHT	
  TRACK?	
  
WHAT’S	
  OUR	
  PRIORITISED	
  PLAN?	
  
WHERE	
  DO	
  WE	
  WANT	
  TO	
  GET	
  TO?	
  
WHERE	
  ARE	
  WE	
  TODAY?	
  
§ 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 user 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?
Foolproof Experience Strategy Framework
© 2013 Foolproof Limited
BRAND	
  	
  
STRATEGY	
  
BUSINESS	
  	
  
STRATEGY	
  
METRICS,	
  TARGETS	
  &	
  INCENTIVES	
  
ROADMAP	
  &	
  BENEFITS	
  CASE	
  
UX	
  VISION	
  &	
  PRINCIPLES	
  
CUSTOMER	
  &	
  BUSINESS	
  
CURRENT	
  STATE	
  
UX	
  Strategy	
  is	
  about	
  crea9ng	
  	
  
business	
  change	
  &	
  transformaLon	
  
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
14© 2013 Foolproof Limited
CHAPTER 2
ENGAGING WITH
SPONSORS & STAKEHOLDERS
Team exercise
16© 2013 Foolproof Limited
In your teams discuss and capture:
You have 15 minutes.
§  Who	
  are	
  potenLal	
  owners	
  for	
  UX	
  strategy	
  in	
  an	
  
organisa9on?	
  	
  
§  What	
  other	
  important	
  stakeholders	
  might	
  need	
  to	
  
be	
  engaged?	
  
§  What	
  are	
  challenges	
  of	
  engaging	
  with	
  this	
  
audience?	
  
@timothyloo #UXSTRAT
Time poor
Lack knowledge of UX
Loaded with data
Opinion driven
Lack of empathy with customers
Effec9ve	
  stakeholder	
  engagement	
  &	
  communica9on	
  
focuses	
  on	
  stakeholder	
  needs	
  
In summary
18© 2013 Foolproof Limited
§  Big picture
§  Concise & relevant
§  Emotionally engaging
§  Linked to business
outcomes
Personas
Stories
Pain-points
CHAPTER 3
UNDERSTANDING &
COMMUNICATING
THE CURRENT STATE
10:43
pm	
  
10:55
pm	
  
10:58
pm	
  
8	
  minute	
  interna9onal	
  
phone	
  call	
  on	
  my	
  mobile	
  
10	
  minute	
  wait	
  to	
  reset	
  
my	
  account	
  
11:18
pm	
  
@timothyloo #UXSTRAT
Long,	
  detailed	
  reports	
  on	
  UX	
  	
  
do	
  not	
  get	
  read	
  by	
  senior	
  stakeholders
@timothyloo #UXSTRAT
Tools	
  which	
  quickly	
  and	
  memorably	
  
boil	
  down	
  experience	
  both	
  	
  
func9onally	
  and	
  emo9onally	
  can	
  help
@timothyloo #UXSTRAT
So	
  let’s	
  do	
  some	
  shit-­‐stormingTM
Customer/business pain-points mapping
Customer lifecycle
Posi9ve	
  
experiences	
  
Nega9ve	
  
experiences	
  
29© 2013 Foolproof Limited
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:
§  The emotion someone would feel
§  What causes that emotion
Team exercise: Pain-points
31© 2013 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
Travelling overseas with your credit card
Customer journey
Posi9ve	
  
experiences	
  
Nega9ve	
  
experiences	
  
Before	
  travel	
   Away	
  from	
  home	
   Back	
  home	
  
Team exercise: Clustering super pain-points
33© 2013 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
Creating alignment and agreement is as
important presenting the evidence
In summary
34© 2013 Foolproof Limited
§  Collaboration
through workshops
§  Data visualisation
§  Storytelling
§  Creating focus
§  Pain-point
mapping
§  Super pain-
points
Holistic experience maps
Ethnography & experience videos
CHAPTER 4
CREATING EXPERIENCE
DESIGN PRINCIPLES
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?
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?
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
4	
  
	
  
	
  
	
  
ExperLse	
  on	
  tap	
  
§  When	
  I	
  need	
  advice	
  or	
  technical	
  help	
  I	
  know	
  where	
  to	
  go	
  
§  I	
  can	
  always	
  access	
  the	
  right	
  informa9on	
  when	
  I	
  need	
  it	
  
	
  
	
  
Design	
  principles	
  
Team exercise
42© 2013 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
CHAPTER 5
IDEATION & ENVISIONING
THE FUTURE EXPERIENCE
@timothyloo #UXSTRAT
Create	
  new	
  future	
  stories	
  for	
  
customers	
  showing	
  outcomes	
  (not	
  
outputs	
  or	
  specific	
  features)	
  based	
  on	
  
the	
  design	
  principles
Team exercise
45© 2013 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?
CHAPTER 6
CREATING A DELIVERY
ROADMAP
@timothyloo #UXSTRAT
Using	
  Future	
  Customer	
  Stories	
  to	
  
iden9fy	
  enablers	
  and	
  drive	
  the	
  delivery	
  
&	
  technology	
  roadmap
@timothyloo #UXSTRAT
CHAPTER 7
CREATING UX
KEY PERFORMANCE INDICATORS
@timothyloo #UXSTRAT
Make the organisation measure &
report on things which are
meaningful for business and the
customer
@timothyloo #UXSTRAT
@timothyloo #UXSTRAT
Change
thinking
Change
behaviours
Make stakeholders collaborate
and share customer perspective
Create empathy with
colleagues and customers
Foolproof Experience Strategy Framework
BRAND	
  	
  
STRATEGY	
  
BUSINESS	
  	
  
STRATEGY	
  
METRICS,	
  TARGETS	
  &	
  INCENTIVES	
  
ROADMAP	
  &	
  BENEFITS	
  CASE	
  
UX	
  VISION	
  &	
  PRINCIPLES	
  
CUSTOMER	
  &	
  BUSINESS	
  
CURRENT	
  STATE	
  
@timothyloo #UXSTRAT
Thank you
@timothyloo #UXSTRAT
Start a conversation
Tim Loo
tim.loo@foolproof.co.uk
+44 7714415677
@timothyloo

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UX STRAT 2013: Tim Loo, Workshop: Redesigning business culture and thinking around the customer

  • 2. @timothyloo #UXSTRAT Tim’s twitter handle: @timothyloo My company: @foolproof_ux This conference: #UXSTRAT Bella’s twitter: @msbellaslade
  • 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 affiliation of the speaker(s), nor that of any other participant, may be revealed.
  • 4. Team exercise 4© 2013 Foolproof Limited With the person next to you, discuss and capture: You have 5 minutes. §  What are your goals for today’s session? §  What does good look like?
  • 5. Team exercise 5© 2013 Foolproof Limited Now in your table team discuss and agree on: You have 15 minutes. §  What’s our single goal for today’s session?
  • 7. Team exercise 7© 2013 Foolproof Limited In your teams discuss and capture: You have 15 minutes. §  What are the behaviours and pain-points of an organisation without a UX strategy?
  • 8. The experience gap Business Strategy Where you want to be… Brand Strategy Where you actually are… Customer Experience Culture, Organisation & Governance Experience Design Capability How well does your organisation connect?
  • 9. @timothyloo #UXSTRAT There  are  many  emerging  flavours   of  UX  strategy.  This  is  ours.
  • 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
  • 11. CULTURE, ORGANISATION & GOVERNANCE EXPERIENCE DESIGN Foolproof Experience Strategy Framework BRAND STRATEGY BUSINESS STRATEGY UX STRATEGY
  • 12. Foolproof Experience Strategy Framework BRAND     STRATEGY   BUSINESS     STRATEGY   HOW  WILL  WE  KNOW  WE’RE  ON  THE  RIGHT  TRACK?   WHAT’S  OUR  PRIORITISED  PLAN?   WHERE  DO  WE  WANT  TO  GET  TO?   WHERE  ARE  WE  TODAY?  
  • 13. § 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 user 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? Foolproof Experience Strategy Framework © 2013 Foolproof Limited BRAND     STRATEGY   BUSINESS     STRATEGY   METRICS,  TARGETS  &  INCENTIVES   ROADMAP  &  BENEFITS  CASE   UX  VISION  &  PRINCIPLES   CUSTOMER  &  BUSINESS   CURRENT  STATE  
  • 14. UX  Strategy  is  about  crea9ng     business  change  &  transformaLon   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 14© 2013 Foolproof Limited
  • 16. Team exercise 16© 2013 Foolproof Limited In your teams discuss and capture: You have 15 minutes. §  Who  are  potenLal  owners  for  UX  strategy  in  an   organisa9on?     §  What  other  important  stakeholders  might  need  to   be  engaged?   §  What  are  challenges  of  engaging  with  this   audience?  
  • 17. @timothyloo #UXSTRAT Time poor Lack knowledge of UX Loaded with data Opinion driven Lack of empathy with customers
  • 18. Effec9ve  stakeholder  engagement  &  communica9on   focuses  on  stakeholder  needs   In summary 18© 2013 Foolproof Limited §  Big picture §  Concise & relevant §  Emotionally engaging §  Linked to business outcomes Personas Stories Pain-points
  • 23. 8  minute  interna9onal   phone  call  on  my  mobile   10  minute  wait  to  reset   my  account  
  • 25. @timothyloo #UXSTRAT Long,  detailed  reports  on  UX     do  not  get  read  by  senior  stakeholders
  • 26. @timothyloo #UXSTRAT Tools  which  quickly  and  memorably   boil  down  experience  both     func9onally  and  emo9onally  can  help
  • 27. @timothyloo #UXSTRAT So  let’s  do  some  shit-­‐stormingTM
  • 28. Customer/business pain-points mapping Customer lifecycle Posi9ve   experiences   Nega9ve   experiences  
  • 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: §  The emotion someone would feel §  What causes that emotion
  • 31. Team exercise: Pain-points 31© 2013 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
  • 32. Travelling overseas with your credit card Customer journey Posi9ve   experiences   Nega9ve   experiences   Before  travel   Away  from  home   Back  home  
  • 33. Team exercise: Clustering super pain-points 33© 2013 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
  • 34. Creating alignment and agreement is as important presenting the evidence In summary 34© 2013 Foolproof Limited §  Collaboration through workshops §  Data visualisation §  Storytelling §  Creating focus §  Pain-point mapping §  Super pain- points
  • 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.  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
  • 41. 4         ExperLse  on  tap   §  When  I  need  advice  or  technical  help  I  know  where  to  go   §  I  can  always  access  the  right  informa9on  when  I  need  it       Design  principles  
  • 42. Team exercise 42© 2013 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
  • 43. CHAPTER 5 IDEATION & ENVISIONING THE FUTURE EXPERIENCE
  • 44. @timothyloo #UXSTRAT Create  new  future  stories  for   customers  showing  outcomes  (not   outputs  or  specific  features)  based  on   the  design  principles
  • 45. Team exercise 45© 2013 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?
  • 46. CHAPTER 6 CREATING A DELIVERY ROADMAP
  • 47. @timothyloo #UXSTRAT Using  Future  Customer  Stories  to   iden9fy  enablers  and  drive  the  delivery   &  technology  roadmap
  • 48.
  • 50. CHAPTER 7 CREATING UX KEY PERFORMANCE INDICATORS
  • 51. @timothyloo #UXSTRAT Make the organisation measure & report on things which are meaningful for business and the customer
  • 53. @timothyloo #UXSTRAT Change thinking Change behaviours Make stakeholders collaborate and share customer perspective Create empathy with colleagues and customers
  • 54. Foolproof Experience Strategy Framework BRAND     STRATEGY   BUSINESS     STRATEGY   METRICS,  TARGETS  &  INCENTIVES   ROADMAP  &  BENEFITS  CASE   UX  VISION  &  PRINCIPLES   CUSTOMER  &  BUSINESS   CURRENT  STATE  
  • 56. @timothyloo #UXSTRAT Start a conversation Tim Loo tim.loo@foolproof.co.uk +44 7714415677 @timothyloo