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UX STRAT Europe, Tim Loo: UX Strategy Today and Tomorrow
Tim Loo presented on UX strategy and his perspective on the topic. He discussed defining experience strategy as a long-term plan to align customer touchpoints with a brand's position and business strategy. He outlined a framework for creating an experience strategy that involves understanding the current state, vision, initiatives needed, and roadmap. Loo also talked about how he has helped clients either kick-start lasting change or have no long-term impact, and where he wants to focus his work, such as driving differentiation and leading cultural change.
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UX STRAT Europe, Tim Loo: UX Strategy Today and Tomorrow
- 1. @timothyloo #uxstrat TimLoo StrategyDirector,Foolproof UX Strategy: today& tomorrow UX STRAT Amsterdam, June 2015
- 2. @timothyloo #uxstrat how Ithink about UX* *other opinions are available
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- 9. @timothyloo #uxstrat companies Iwork with
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- 14. @timothyloo #uxstrat a definitionof experience strategy* *other definitions are available
- 15. @timothyloo #uxstrat experience strategy along-term plan to align every customer touch-point with your brand position & business strategy
- 16. @timothyloo #uxstrat § Who areour target customers? § What’s the current customer story, priorities and pain-points? § What’s our vision for the holistic experience? § What are our guiding principles for target experience? § What are our future customer stories & outcomes? § What are the experience gaps between today’s experience and our future customer stories? § What specific initiatives and projects do we need? § What enablers and capabilities are required to support these initiatives? § What are the gaps between the vision and reality? § How will we prioritise & trade-off to create focus? § 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? CURRENT STATE EXPERIENCE EXPERIENCE VISION & PRINCIPLES INITIATIVES, ENABLERS & CAPABILITIES EXPERIENCE ROADMAP EXPERIENCE KPIs & DASHBOARD 1. Where are we today? 2. Where do we want to get to? 3. What do we need to do? 4. What’s our plan? 5. How will we know we’re on track? A framework for creating an experience strategy
- 17. @timothyloo #uxstrat 1. fit brand,strategy & business model
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- 19. @timothyloo #uxstrat 2. alignment acrosstouch-points, journeys & the entire relationship cycle
- 21. @timothyloo #uxstrat 3. focus& accountability knowing what we should do & what good looks like (and what we shouldn’t do)
- 22. @timothyloo #uxstrat strategy STRATEGIC GOALS STRATEGIC PROGRAMMES PROJECTS (TACTICS) goal A goal B goal C programme X programme Y programme Z project Q WORKSTREAMS TASKS BUSINESS STRATEGY
- 23. @timothyloo #uxstrat how I’vehelped my clients
- 24. @timothyloo #uxstrat a. kick-starteda lasting change in thinking & doing b. had no long term impact
- 25. A personal perspectiveon tomorrow
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- 27. @timothyloo #uxstrat where Iwant to play
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- 32. @timothyloo #uxstrat how Iplan to win
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- 35. being clever making stuff happen strategy frameworks methodology& toolkit “hard” UX skills managing politics creating internal advocacy standards & guidelines business cases KPIs & dashboards target operating model change management organisational design compensation & incentives programme office
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- 40. @timothyloo #uxstrat Start aconversation Tim Loo tim.loo@foolproof.co.uk +44 7714415677 @timothyloo