ux strat 2014: tim loo's workshop - experience visioning & roadmapping
DESCRIPTION
This presentation is a shareable version of my workshop presentation from UX STRAT 2014, Boulder, Colorado. In this workshop, we discussed the purpose of vision and roadmap in the experience strategy and the importance of working together with both business stakeholders and customers in the planning process. We covered practical definitions, skills and techniques: - What is an experience vision? - What are the ingredients for a great experience visions? - Running visioning workshops with stakeholders - Communicating experience vision through storytelling - What is an experience roadmap? - Creating a delivery roadmapTRANSCRIPT
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@timothyloo @foolproof_UX @uxstrat
Tim Loo Strategy Director, Foolproof
UX Strategy Fundamentals:
Experience Visioning & Roadmapping UX STRAT 2014, Boulder, CO
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@timothyloo @foolproof_UX @uxstrat
before we start
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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.
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@timothyloo @foolproof_UX @uxstrat
what happens in boulder, stays in boulder
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@timothyloo @foolproof_UX @uxstrat
my frame of reference
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Photo Credit: http://www.flickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517
business guy
experience design dude
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@timothyloo @foolproof_UX @uxstrat
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@timothyloo @foolproof_UX @uxstrat
Chapter 1
Defining UX Strategy UX STRAT 2014, Boulder, CO
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@timothyloo @foolproof_UX @uxstrat
“So why do we need an experience strategy?”
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{INSERT YOUR
BRAND HERE}
YOUR BUSINESS
YOUR CUSTOMERS
How well does your
organisation connect?
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YOUR PROMISE (what do you want to be for
your customers)
THE REALITY (the user experience)
YOUR CUSTOMERS’ EXPECTATIONS
(and how they feel about you)
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@timothyloo @foolproof_UX @uxstrat
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@timothyloo @foolproof_UX @uxstrat
Proliferation of customer touch-points &
organisational siloes
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@timothyloo @foolproof_UX @uxstrat
The experience strategy gap
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@timothyloo @foolproof_UX @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
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@timothyloo @foolproof_UX @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
Is there a clear connection between our business strategy and
experience design?
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@timothyloo @foolproof_UX @uxstrat
Bringing the customer into experience strategy planning
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@timothyloo @foolproof_UX @uxstrat
What your business wants
What your customer wants
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@timothyloo @foolproof_UX @uxstrat
What your business wants
PURPOSE, VISION & MISSION
TECHNOLOGY ROADMAP
BUSINESS STRATEGY &
GOALS
BRAND
OPERATING TARGETS &
KPIS
TARGET OPERATING
MODEL
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@timothyloo @foolproof_UX @uxstrat
TECHNOLOGY ROADMAP
TARGET OPERATING
MODEL
What your business wants
PURPOSE, VISION & MISSION
BUSINESS STRATEGY &
GOALS
BRAND
OPERATING TARGETS &
KPIS
What your customer wants
TARGET CUSTOMER
NEEDS & WANTS
MENTAL MODEL
CONTEXT & ECOSYSTEM
EXPECTATIONS OF YOUR BRAND
BEHAVIOURIAL, TECHNOLOGY &
SOCIETAL TRENDS
EXPERIENCE EXPECTATIONS & PREFERENCES
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@timothyloo @foolproof_UX @uxstrat
An experience strategy identifies & articulates the most valuable
holistic experience for both the business and the customer.
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@timothyloo @foolproof_UX @uxstrat
What your business wants
What your customer wants
the “win/win”
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@timothyloo @foolproof_UX @uxstrat
a definition of experience strategy
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@timothyloo @foolproof_UX @uxstrat
experience strategy a long-term vision, roadmap and KPIs to align every customer touch-point with your brand position & business strategy
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@timothyloo @foolproof_UX @uxstrat
what your business wants
what your customers want
experience strategy
the win/win experience strategy
planning process
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@timothyloo @foolproof_UX @uxstrat
experience strategy in practice
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@timothyloo @foolproof_UX @uxstrat
what your business wants
what your customers want
1. Where are we today?
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@timothyloo @foolproof_UX @uxstrat
what your business wants
what your customers want
1. Where are we today?
2. Where do we want to get to?
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A Design Principle: Our expertise on tap
§ “When I need advice or technical help I know where to go” § “I can always access the right information when I need it”
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@timothyloo @foolproof_UX @uxstrat
what your business wants
what your customers want
1. Where are we today?
2. Where do we want to get to?
3. What do we need to do?
experience strategy
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Scenario 1 Problems with your card
Problems with your card
Problems with your card
Problems with your card
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@timothyloo @foolproof_UX @uxstrat
what your business wants
what your customers want
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?
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Our recommended roadmap 0-6 months 6-12 months 12-18 months
Consistent look & feel
Streamlined information architecture
Personalisation
Responsive design (+CMS)
Orientation & suppor t for newbies
Integrated loyalty programme
Single account
Improved registration
In-context help, on demand
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@timothyloo @foolproof_UX @uxstrat
what your business wants
what your customers want
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?
experience strategy
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@timothyloo @foolproof_UX @uxstrat
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@timothyloo @foolproof_UX @uxstrat
§ What’s the environment and ecosystem of our target customers?
§ What’s the current customer story, priorities and pain-points?
§ What’s our are 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
INNOVATION, INITIATIVES & ENABLERS
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 experience strategy
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@timothyloo @foolproof_UX @uxstrat
Enough of my yakking
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@timothyloo @foolproof_UX @uxstrat
Let’s get stuck in
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@timothyloo @foolproof_UX @uxstrat
Chapter 2
Experience visioning UX STRAT 2014, Boulder, CO
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@timothyloo @foolproof_UX @uxstrat
What is an experience vision?
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@timothyloo @foolproof_UX @uxstrat
Inspirational Specific
Outcomes focussed Concise Sharable
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@timothyloo @foolproof_UX @uxstrat
vision statement
experience design principles
future customer stories
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@timothyloo @foolproof_UX @uxstrat
VISION STATEMENT § An inspirational ambition that will
inform how the experience engages and delivers to its customers and potential customers.
EXPERIENCE DESIGN PRINCIPLES § How the vision will be executed. § Core values of the user
experience. § Informed by research. § The design principles should also
be inspirational and directive.
FUTURE CUSTOMER STORIES § Creating user experiences from
inspired by the vision and executed through the design principles.
vision statement
experience design principles
future customer stories
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@timothyloo @foolproof_UX @uxstrat
Running visioning workshops
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@timothyloo @foolproof_UX @uxstrat
Planned & flexible Briefings & homework
Room logistics Working groups
Managing energy
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TSB 30 January 2014 48
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@timothyloo @foolproof_UX @uxstrat
Planned & flexible Briefings & homework
Room logistics Working groups
Managing energy
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@timothyloo @foolproof_UX @uxstrat
Creating visioning outputs
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@timothyloo @foolproof_UX @uxstrat
Inspirational Specific
Outcomes focussed Concise Sharable
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@timothyloo @foolproof_UX @uxstrat
Ideation sessions & future customer stories
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@timothyloo @foolproof_UX @uxstrat
THE CUSTOMER
personas
+ customer journey
mapping +
competitor review
THE VISION
vision
statement +
experience design
principles +
future stories
INSPIRATION & IDEAS
technology
trends +
emerging behaviours
+ inspiration from other
sectors
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Scenario 1 Problems with your card
Problems with your card
Problems with your card
Problems with your card
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@timothyloo @foolproof_UX @uxstrat
Chapter 3
Experience roadmapping UX STRAT 2014, Boulder, CO
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@timothyloo @foolproof_UX @uxstrat
What is an experience roadmap?
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@timothyloo @foolproof_UX @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
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@timothyloo @foolproof_UX @uxstrat
Running roadmapping sessions
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@timothyloo @foolproof_UX @uxstrat
Underlying enablers Assessment of effort Right stakeholders
Learning the PMO language
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0-6 months 6-12 months 12-18 months 0-6 months 6-12 months 12-18 months
Prioritising capability
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@timothyloo @foolproof_UX @uxstrat
Underlying enablers Assessment of effort
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@timothyloo @foolproof_UX @uxstrat
Underlying enablers Assessment of effort Right stakeholders
Learning the PMO language
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@timothyloo @foolproof_UX @uxstrat
Creating roadmapping outputs
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TD Direct Investing February 2014 65
@timothyloo @foolproof_UX @uxstrat
Chapter 4
In summary UX STRAT 2014, Boulder, CO
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TD Direct Investing February 2014 66
@timothyloo @foolproof_UX @uxstrat
§ What’s the environment and ecosystem of our target customers?
§ What’s the current customer story, priorities and pain-points?
§ What’s our are 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
INNOVATION, INITIATIVES & ENABLERS
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 experience strategy
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Tim Loo [email protected] +44 7714415677 @timothyloo