ux strat europe, tim loo: ux strategy today and tomorrow
TRANSCRIPT
@timothyloo #uxstrat
Tim Loo Strategy Director, Foolproof
UX Strategy: today & tomorrow UX STRAT Amsterdam, June 2015
@timothyloo #uxstrat
how I think about UX*
*other opinions are available
@timothyloo #uxstrat
what users
expect
what actually
happens
@timothyloo #uxstrat
@timothyloo #uxstrat
@timothyloo #uxstrat
@timothyloo #uxstrat
@timothyloo #uxstrat
experience user
digital customer
brand service
product
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companies I work with
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@timothyloo #uxstrat
@timothyloo #uxstrat
india russia taiwan
japan mexico canada
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@timothyloo #uxstrat
a definition of experience strategy*
*other definitions are available
@timothyloo #uxstrat
experience strategy a long-term plan to align every customer touch-point with your brand position & business strategy
@timothyloo #uxstrat
§ Who are our 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
@timothyloo #uxstrat
1. fit
brand, strategy & business model
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@timothyloo #uxstrat
2. alignment
across touch-points, journeys & the entire relationship cycle
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3. focus & accountability
knowing what we should do & what good looks like
(and what we shouldn’t do)
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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
@timothyloo #uxstrat
how I’ve helped my clients
@timothyloo #uxstrat
a. kick-started a lasting change in thinking & doing
b. had no long term impact
A personal perspective on tomorrow
start-up
growth
maturity
decline
reinvent
REVE
LAN
CE
TIME
@timothyloo #uxstrat
where I want to play
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driving valuable differentiation
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chasing the right numbers
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better organisational instincts
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leading cultural change
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how I plan to win
the strategist’s continuum
being clever
making stuff happen
being clever
making stuff happen
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
@timothyloo #uxstrat
combining impatience & resilience
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whatever your vision…
@timothyloo #uxstrat
…make it happen
@timothyloo #uxstrat
thank you
