UX STRAT Europe 2015 - UX Strategy: today and tomorrow

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It's been an exciting time for UX professionals working in the area of experience strategy. Increasing demand for experience design thinking at the top level and overarching vision at organizational level has propelled our emerging discipline into the forefront. So where has this all gotten us to? How successful have we been in getting our strategies to deliver real change to the plans and cultural behaviours of organisations and better outcomes for their customers. And where do we turn to for the wider skills and inspiration to lead user centered change. What is the future for the UX strategist?

Design

@timothyloo #uxstrat
TimLoo
StrategyDirector,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
companies I work with

@timothyloo #uxstrat
indiarussiataiwan
japan mexico canada

@timothyloo #uxstrat
a deﬁnition of
experience strategy*
*other deﬁnitions are available

@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
2. alignment
across touch-points, journeys
& the entire relationship cycle

@timothyloo #uxstrat
3. focus & accountability
knowing what we should do
& what good looks like
(and what we shouldn’t do)

@timothyloo #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

@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

start-up
growth
maturity
decline
reinvent
REVELANCE
TIME

@timothyloo #uxstrat
where I want to play

@timothyloo #uxstrat
driving valuable
diﬀerentiation

@timothyloo #uxstrat
chasing the
right numbers

@timothyloo #uxstrat
better
organisational instincts

@timothyloo #uxstrat
leading
cultural change

the strategist’s continuum
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

@timothyloo #uxstrat
whatever your vision…

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

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1. @timothyloo #uxstrat TimLoo StrategyDirector,Foolproof UX Strategy: today & tomorrow UX STRAT Amsterdam, June 2015

2. @timothyloo #uxstrat how I think about UX* *other opinions are available

3. @timothyloo #uxstrat what users expect what actually happens

4. @timothyloo #uxstrat

5. @timothyloo #uxstrat

6. @timothyloo #uxstrat

7. @timothyloo #uxstrat

8. @timothyloo #uxstrat experience user digital customer brand service product

9. @timothyloo #uxstrat companies I work with

10. @timothyloo #uxstrat

11. @timothyloo #uxstrat

12. @timothyloo #uxstrat indiarussiataiwan japan mexico canada

13. @timothyloo #uxstrat

14. @timothyloo #uxstrat a deﬁnition of experience strategy* *other deﬁnitions are available

15. @timothyloo #uxstrat experience strategy a long-term plan to align every customer touch-point with your brand position & business strategy

16. @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

17. @timothyloo #uxstrat 1. ﬁt brand, strategy & business model

18. @timothyloo #uxstrat

19. @timothyloo #uxstrat 2. alignment across touch-points, journeys & the entire relationship cycle

20.

21. @timothyloo #uxstrat 3. focus & accountability knowing what we should do & what good looks like (and what we shouldn’t do)

22. @timothyloo #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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25. A personal perspective on tomorrow

26. start-up growth maturity decline reinvent REVELANCE TIME

27. @timothyloo #uxstrat where I want to play

28. @timothyloo #uxstrat driving valuable diﬀerentiation

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30. @timothyloo #uxstrat better organisational instincts

31. @timothyloo #uxstrat leading cultural change

32. @timothyloo #uxstrat how I plan to win

33. the strategist’s continuum being clever making stuﬀ happen

34. being clever making stuﬀ happen

35. 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

36. @timothyloo #uxstrat combining impatience & resilience

37. @timothyloo #uxstrat whatever your vision…

38. @timothyloo #uxstrat …make it happen

39. @timothyloo #uxstrat thank you

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