This is the workshop presentation from WebVisions BCN 2014 presented by Tim Loo, Strategy Director at Foolproof. In an increasingly complex and digitally centric world, consumers are quickly evolving their thinking and behaviour. Many organisations are struggling to keep up, often failing to coherently live up to their brand and service promises. In this workshop, we’ll explore the role of the experience strategist creating wider business change, and the challenges and opportunities for the strategist in “redesigning” organisational attitudes and thinking around the customer.

1. TimLoo
StrategyDirector,Foolproof
WebVisions Barcelona
Redesigning business

2. 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.

3. Team exercise
3© 2014 Foolproof Limited
With the person next to you, discuss and capture:
You have 2 minutes.
§ What are your goals for today’s session?
§ What does good look like?

4. Team exercise
4© 2014 Foolproof Limited
Now in your table team discuss and agree on:
You have 5 minutes.
§ What’s our single goal for today’s session?

5. my frame of reference

7. CHAPTER 1
DEFINING
UX STRATEGY

8. Team exercise
8© 2014 Foolproof Limited
In your teams discuss and capture:
You have 10 minutes.
§ What are the behaviours and pain-points of an
organisation without a UX strategy?

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

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

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

12. @timothyloo
DESIGN OF
EXPERIENCE
EXPERIENCE
CULTURE
BRAND
POSITION
BUSINESS
STRATEGY
UX
STRATEGY

13. @timothyloo
BRAND
POSITION
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?

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

15. @timothyloo
§ 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

16. 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
In summary
16© 2014 Foolproof Limited

17. CHAPTER 2
ENGAGING WITH
SPONSORS & STAKEHOLDERS

18. Team exercise
18© 2014 Foolproof Limited
In your teams discuss and capture:
You have 10 minutes.
§ 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?

19. @timothyloo
Time poor
Lack knowledge of UX
Loaded with data
Opinion driven
Lack of empathy with customers

20. Effective stakeholder engagement &
communication focuses on stakeholder needs
In summary
20© 2014 Foolproof Limited
§ Big picture
§ Concise & relevant
§ Emotionally engaging
§ Linked to business
outcomes
Personas
Stories
Pain-points

21. CHAPTER 3
UNDERSTANDING &
COMMUNICATING
THE CURRENT STATE

22. 10:43
pm

23. 10:55
pm

24. 10:58
pm

25. 8
minute
interna2onal
phone
call
on
my
mobile
10
minute
wait
to
reset
my
account

26. 11:18
pm

27. @timothyloo
Long, detailed reports on UX
do not get read by
senior stakeholders

28. @timothyloo
Use tools which quickly &
memorably capture the
experience both
functionally and emotionally

29. @timothyloo
So let’s do some shit-stormingTM

30. Customer/business pain-points mapping
Customer lifecycle
Positive
experiences
Negative
experiences

31. 31© 2014 Foolproof Limited

32. Overwhelmed
By the
amount of
things to
learn about
Protected
By the obvious
security
measures
The anatomy of a pain-point
32
Woee
About
hidden fees
A meaningful pain-point describes:
§ The emotion someone would feel
§ What causes that emotion

33. Team exercise: Pain-points
33© 2014 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

34. Travelling overseas with your credit card
Customer journey
Positive
experiences
Negative
experiences
Before travel Away from home Back home

35. Team exercise: Clustering super pain-points
35© 2014 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

36. Creating alignment and agreement is as important
presenting the evidence
In summary
36© 2014 Foolproof Limited
§ Collaboration
through workshops
§ Data visualisation
§ Storytelling
§ Creating focus
§ Pain-point
mapping
§ Super pain-
points

37. Ethnography & experience videos

38. Ethnography & experience videos

39. CHAPTER 4
CREATING EXPERIENCE
DESIGN PRINCIPLES

40. Experience design principles describe the
quality 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?

41. 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?

42. 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

43. 4
Exper6se
on
tap
§ When
I
need
advice
or
technical
help
I
know
where
to
go
§ I
can
always
access
the
right
informa2on
when
I
need
it
Design
principles

44. Team exercise
44© 2014 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

45. CHAPTER 5
IDEATION & ENVISIONING
THE FUTURE EXPERIENCE

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

47. “I’ve got options for how I want to place my order. It’s
the same whether I do this online or on the phone.”1

48. “I like that I can quickly place an order for the products I frequently buy.
Everything I need to know about the products is at my fingertips.”
2
“It’s really clear to me what products are available and
when I’m realistically going to get them.”
3

49. “When a product isn’t available, I know they will inform me as soon
as they know. They will use their expertise to suggest a suitable
alternative product and support me in reaching a decision with my
colleagues so that our business keeps running.”
4

50. “If we can’t find an alternative, I can add the product to my ‘wish list’ and
know that I’ll find out when it’s next available and I can continue with the
rest of my order.”
5

51. “Placing the order is as simple as on Amazon.”6
“I know I’ve placed my order correctly because I receive
an immediate order confirmation that I can check and
send to others within my business.”
7

52. “I receive confirmation that my delivery is on its way. I can quickly see if
anything is missing with details of when it will follow. Knowing when to
expect the delivery, helps me plan to receive it.”
8

53. Team exercise
53© 2014 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?

54. CHAPTER 6
CREATING A DELIVERY
ROADMAP

55. @timothyloo
Using Future Customer Stories to
identify enablers and drive the
delivery & technology roadmap

57. @timothyloo

58. CHAPTER 7
CREATING UX
KEY PERFORMANCE INDICATORS

59. @timothyloo
Make the organisation measure &
report on things which are meaningful
for business and the customer

60. @timothyloo

61. @timothyloo

62. @timothyloo
Change
thinking
Change
behaviours
Make stakeholders collaborate
and share customer perspective
Create empathy with
colleagues and customers

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