Tim Loo discusses the role and importance of UX strategy. UX strategy aligns customer touchpoints with business and brand strategies through a long-term vision, roadmap, and key performance indicators. It involves understanding customers, envisioning ideal experiences, identifying gaps, prioritizing initiatives, and tracking metrics. UX professionals are well-suited to develop strategy due to their skills in customer empathy, experience visioning, and collaborative work.

1. TimLoo
StrategyDirector,Foolproof
What is UX Strategy?
UX Brighton, May 2014

2. @timothyloo @uxbri
my frame of reference

4. @timothyloo @uxbri
“So why do we need a
UX strategy?”

5. BRAND
STRATEGY
BUSINESS
STRATEGY
What you want to be…
What & how you actually are …
USER EXPERIENCE
How well does your organisation connect?

6. @timothyloo @uxbri
poor
alignment
lack of
direction

7. @timothyloo @uxbri
There are many emerging flavours
of UX strategy. This is ours.

8. @timothyloo @uxbri
DESIGN OF
EXPERIENCE
EXPERIENCE
CULTURE
BRAND
STRATEGY
BUSINESS
STRATEGY
UX
STRATEGY

9. @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?

10. @timothyloo @uxbri
UX strategy
A long-term vision, roadmap and KPIs
which align every customer touch-point
with your brand position & business
strategy

11. @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

12. @timothyloo @uxbri
The UXer as strategist

13. @timothyloo @uxbri
Helpful Skill 1
We’re good at understanding what it’s
like to be a customer

14. @timothyloo @uxbri
Helpful Skill 2
We can bring to life what great
experience looks like for an organisation

15. @timothyloo @uxbri
Helpful Skill 3
We’re good at collaborative working &
facilitating agreement & trade-offs

16. @timothyloo @uxbri
Strategy planning is a
team sport

17. Photo Credit: http://www.flickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517
BUSINESS
GUY
UX
DUDE

18. @timothyloo @uxbri
Do you want to captain
the team?

19. @timothyloo @uxbri
Thank you. Let’s talk.

20. @timothyloo @uxbri
Start a conversation
Tim Loo
tim.loo@foolproof.co.uk
+44 7714415677
@timothyloo