This document summarizes a half-day workshop on UX strategy presented by Tim Loo of Foolproof. The workshop covered defining UX strategy, engaging stakeholders, understanding the current customer experience through pain point mapping, creating experience design principles, envisioning the future state experience, and building a roadmap and team. Key aspects of UX strategy discussed include creating long-term vision and alignment across the organization to transform customer touchpoints and holistically improve experiences.

1. UX Strategy: Redesigning business
Half day workshop, UX Hong Kong 2013
Tim Loo Strategy Director, Foolproof

2. My twitter handle: @timothyloo
My company: @foolproof_ux
This conference: #uxhk2013
My subject: #uxstrategy

3. Patti Hunt : @hyper_bole
Meghan Hayes: @meadow8

4. 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.

5. Team exercise
With 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. Team exercise
Now 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. Chapter 1
Defining UX Strategy

8. Team exercise
In 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. 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. There are many emerging flavours of
UX strategy. This is ours.

11. User experience strategy
A long-term vision, roadmap and KPIs
to align every customer touch-point
with your brand position and business
strategy

12. Foolproof Experience Strategy Framework
BUSINESS BRAND
STRATEGY STRATEGY
UX
STRATEGY
CULTURE, ORGANISA EXPERIENCE
TION & DESIGN
GOVERNANCE

13. Foolproof Experience Strategy Framework
BUSINESS BRAND
STRATEGY STRATEGY
CUSTOMER & BUSINESS
CURRENT STATE
UX VISION & PRINCIPLES
ROADMAP & BENEFITS CASE
METRICS, TARGETS & INCENTIVES

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. In summary
UX Strategy is about creating
business 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. Chapter 2
Sponsors & stakeholder engagement

17. Team exercise
In 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.
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18. Time poor
Lack knowledge of UX
Loaded with data
Opinion driven

19. In summary
Effective stakeholder engagement &
communication focuses on stakeholder needs
 Big picture
 Concise & relevant
Personas
 Emotionally engaging Stories
 Linked to business Pain-points
outcomes
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20. Chapter 3 & communicating
Understanding the current state
^

21. 10:43
pm

22. 10:55
pm

23. 10:58
pm

24. 8 minute international
phone call on my mobile
10 minute wait to reset
my account

25. 11:18
pm

26. Long, detailed reports on UX don’t get
read by senior stakeholders.

27. Tools which quickly and memorably
boil down experience both
functionally and emotionally can help

28. So let’s do some shit-stormingTM

29. Shit-storming: Customer/business pain-points mapping
experiences
Positive
Customer lifecycle
experiences
Negative

30. The anatomy of a pain-point
A 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. Team exercise: Shit-storming
In 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.
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32. Travelling overseas with your credit card
Before travel Away from home Back home
experiences
Positive
Customer journey
experiences
Negative

33. Team exercise: Clustering super pain-points
In 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.
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34. In summary
Creating alignment and agreement is as important
presenting the evidence
 Collaboration  Pain-point
through workshops mapping
 Data visualisation  Super pain-
 Storytelling points
 Creating focus
© 2013 Foolproof Limited 34

35. Chapter 4
Creating experience design principles

36. What are experience design principles?
Experience design principles describe
the core values of the user experience of
a product or a service
They form the basis for creating a vision
of your future customer experience

37. What are experience design principles?
Experience design principles should
be aspirational and inspiring
They become stretch targets for
transforming your business and the
customer experience

38. Creating design principles
Good 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. Team exercise
In 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. Chapter 5
Ideation and envisioning future state

41. Create new future stories for
customers showing outcomes (not
outputs or specific features) based on
the design principles

42. Team exercise
In 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.
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43. Chapter 6
Creating a roadmap

44. Using Future Customer Stories to
identify enablers and drive the
technology roadmap

45. Chapter 7
Building the right team

46. Source: Making UX Happen survey of top 3 barriers (100 respondents)

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 &
experience
organisational 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 doesn't
measure Lack of
Client doesn't Lack of time
or understand understand budget Consultant
UX processes
the value of UX & agency
Lack of attitudes
resources
Source: Making UX Happen survey of top 3 barriers (100 respondents)

48. BUSINESS UX ADVISOR
Photo Credit: http://www.flickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517

49. Team exercise
In 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. Foolproof Experience Strategy Framework
BUSINESS BRAND
STRATEGY STRATEGY
CUSTOMER & BUSINESS
CURRENT STATE
UX VISION & PRINCIPLES
ROADMAP & BENEFITS CASE
METRICS, TARGETS & INCENTIVES

51. Thank you.

52. My twitter handle: @timothyloo
My company: @foolproof_ux
This conference: #uxhk2013
My subject: #uxstrategy