2. @timothyloo #UXSTRAT
Tim’s twitter handle: @timothyloo
My company: @foolproof_ux
This conference: #UXSTRAT
Bella’s twitter: @msbellaslade
3. 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.
8. The experience gap
Business Strategy
Where you want to be…
Brand Strategy
Where you actually are…
Customer Experience
Culture, Organisation
& Governance
Experience Design
Capability
How well does your organisation connect?
10. @timothyloo #UXSTRAT
User experience strategy
A long-term vision, roadmap and
KPIs to align every customer
touch-point with your brand
position & business strategy
12. Foolproof Experience Strategy Framework
BRAND
STRATEGY
BUSINESS
STRATEGY
HOW
WILL
WE
KNOW
WE’RE
ON
THE
RIGHT
TRACK?
WHAT’S
OUR
PRIORITISED
PLAN?
WHERE
DO
WE
WANT
TO
GET
TO?
WHERE
ARE
WE
TODAY?
30. Overwhelmed
By the
amount of
things to
learn about
Protected
By the obvious
security
measures
The anatomy of a pain-point
30
Woee
About
hidden fees
A meaningful pain-point describes:
§ The emotion someone would feel
§ What causes that emotion
38. Experience design principles describe the
core values 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?
39. 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?
40. 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
41. 4
ExperLse
on
tap
§ When
I
need
advice
or
technical
help
I
know
where
to
go
§ I
can
always
access
the
right
informa9on
when
I
need
it
Design
principles