Tim Loo Strategy Director, 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
CULTURE, ORGANISATION & GOVERNANCE
EXPERIENCE DESIGN
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
10:43pm
10:55pm
10:58pm
8 minute interna9onal phone call on my mobile
10 minute wait to reset my account
11:18pm
@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
Posi9
ve
expe
riences
Nega9
ve
expe
riences
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
Posi9
ve
expe
riences
Nega9
ve
expe
riences
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
CULTURE, ORGANISATION & GOVERNANCE
EXPERIENCE DESIGN
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
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