UX STRAT 2014: Tim Loo's Workshop - Experience Visioning & Roadmapping

@timothyloo @foolproof_UX @uxstrat
UX Strategy Fundamentals:
Experience Visioning &
Roadmapping
UX STRAT 2014, Boulder, CO
Tim Loo
Strategy Director, Foolproof

before we start

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.

what happens in boulder,
stays in boulder

my frame of reference

business
guy
experience
design dude
Photo Credit: http://www.flickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517

Chapter 1
Defining UX Strategy

“So why do we need an
experience strategy?”

{INSERT
YOUR
BRAND
HERE}
YOUR
BUSINESS
YOUR
CUSTOMERS
How well
does your
organisation
connect?

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)

Proliferation of
customer touch-points &
organisational siloes

The experience strategy gap

strategy
STRATEGIC
GOALS
STRATEGIC
PROGRAMMES
PROJECTS
(TACTICS)
goa
l A goa
l B goa
l C
program
me X progra
mme Y pro
gramme Z
project
Q
WORKSTREAMS
TASKS
BUSINESS
STRATEGY

strategy
STRATEGIC
GOALS
STRATEGIC
PROGRAMMES
PROJECTS
(TACTICS)
goa
l A goa
l B goa
l C
program
me X progra
mme Y pro
gramme Z
project
Q
WORKSTREAMS
TASKS
BUSINESS
STRATEGY
Is there a clear
connection between our
business strategy and
experience design?

Bringing the customer into
experience strategy planning

What your
business wants
What your
customer wants

PURPOSE,
VISION &
MISSION
What your
business wants
BUSINESS
STRATEGY &
GOALS
BRAND
TECHNOLOGY
ROADMAP
OPERATING
TARGETS &
KPIS
TARGET
OPERATING
MODEL

TARGET
OPERATING
MODEL
What your
business wants
TECHNOLOGY
ROADMAP
PURPOSE,
VISION &
MISSION
BUSINESS
STRATEGY &
GOALS
BRAND
OPERATING
TARGETS &
KPIS
TARGET
CUSTOMER
NEEDS & WANTS
What your
customer wants
CONTEXT &
ECOSYSTEM
EXPECTATIONS
OF YOUR
BRAND
MENTAL
MODEL
BEHAVIOURIAL,
TECHNOLOGY &
SOCIETAL TRENDS
EXPERIENCE
EXPECTATIONS
& PREFERENCES

An experience strategy identifies &
articulates the most valuable
holistic experience for both the
business and the customer.

What your
business wants
What your
customer wants
the “win/win”

a definition of
experience strategy

experience strategy
a long-term vision, roadmap and KPIs to
align every customer touch-point with
your brand position & business strategy

what your
business wants
what your
customers want
the win/win
experience strategy
planning process
experience strategy

experience strategy
in practice

what your
business wants
what your
customers want
1. Where are we today?

what your
business wants
what your
customers want
2. Where do we want
to get to?

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”

what your
business wants
what your
customers want
2. Where do we want
to get to?
3. What do we need
to do?
experience strategy

Scenario 1
Problems with your card
Problems
with
your
card
Problems
with
your
card
Problems
with
your
card

what your
business wants
what your
customers want
2. Where do we want
to get to?
3. What do we need
to do?
4. What’s our plan?

Our recommended roadmap
0-6 months
6-12 months
12-18 months
Consistent look & feel
Streamlined information
architecture
Responsive design
(+CMS)
Personalisation
Orientation & support
for newbies
Single account
Integrated loyalty
programme
Improved registration
In-context help,
on demand

what your
business wants
what your
customers want
2. Where do we want
to get to?
3. What do we need
to do?
5. How will we know
we’re on track?
experience strategy

A framework for creating experience strategy
§ 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
2. Where do we want
to get to?
3. What do we need
to do?
5. How will we know
we’re on track?

Enough of my yakking

Let’s get stuck in

Chapter 2
Experience visioning

What is an experience vision?

Inspirational
Specific
Outcomes focussed
Concise
Sharable

vision
statement
experience design principles
future customer stories

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

Running visioning workshops

Planned & flexible
Briefings & homework
Room logistics
Working groups
Managing energy

Creating visioning outputs

Ideation sessions &

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

Chapter 3
Experience roadmapping

What is an experience
roadmap?

Running roadmapping
sessions

Underlying enablers
Assessment of effort
Right stakeholders
Learning the PMO language

0-0-6 6 months
months
6-12 6-12 months
months
12-112-81 8m moonntthhss
Prioritising capability

Underlying enablers
Assessment of effort

Creating roadmapping
outputs

Chapter 4
In summary
TD Direct Investing February 2014 65

A framework for creating experience strategy
§ 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
2. Where do we want
to get to?
3. What do we need
to do?
5. How will we know
we’re on track?
TD Direct Investing February 2014 66

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

UX STRAT 2014: Tim Loo's Workshop - Experience Visioning & Roadmapping

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