Tim Loo's workshop at UX STRAT 2013

1. TimLoo
StrategyDirector,Foolproof
UXSTRAT Workshop
Redesigning business culture and
thinking around the customer

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.

4. Team exercise
4© 2013 Foolproof Limited
With the person next to you, discuss and capture:
You have 5 minutes.
§ What are your goals for today’s session?
§ What does good look like?

5. Team exercise
5© 2013 Foolproof Limited
Now in your table team discuss and agree on:
You have 15 minutes.
§ What’s our single goal for today’s session?

6. CHAPTER 1
DEFINING
UX STRATEGY

7. Team exercise
7© 2013 Foolproof Limited
In your teams discuss and capture:
You have 15 minutes.
§ What are the behaviours and pain-points of
an organisation without a UX strategy?

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?

9. @timothyloo #UXSTRAT
There
are
many
emerging
flavours
of
UX
strategy.
This
is
ours.

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

11. CULTURE,
ORGANISATION &
GOVERNANCE
EXPERIENCE
DESIGN
Foolproof Experience Strategy Framework
BRAND
STRATEGY
BUSINESS
STRATEGY
UX
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?

13. § 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 user 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?
Foolproof Experience Strategy Framework
© 2013 Foolproof Limited
BRAND
STRATEGY
BUSINESS
STRATEGY
METRICS,
TARGETS
&
INCENTIVES
ROADMAP
&
BENEFITS
CASE
UX
VISION
&
PRINCIPLES
CUSTOMER
&
BUSINESS
CURRENT
STATE

14. UX
Strategy
is
about
crea9ng
business
change
&
transformaLon
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
14© 2013 Foolproof Limited

15. CHAPTER 2
ENGAGING WITH
SPONSORS & STAKEHOLDERS

16. Team exercise
16© 2013 Foolproof Limited
In your teams discuss and capture:
You have 15 minutes.
§ Who
are
potenLal
owners
for
UX
strategy
in
an
organisa9on?
§ What
other
important
stakeholders
might
need
to
be
engaged?
§ What
are
challenges
of
engaging
with
this
audience?

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

18. Effec9ve
stakeholder
engagement
&
communica9on
focuses
on
stakeholder
needs
In summary
18© 2013 Foolproof Limited
§ Big picture
§ Concise & relevant
§ Emotionally engaging
§ Linked to business
outcomes
Personas
Stories
Pain-points

19. CHAPTER 3
UNDERSTANDING &
COMMUNICATING
THE CURRENT STATE

20. 10:43
pm

21. 10:55
pm

22. 10:58
pm

23. 8
minute
interna9onal
phone
call
on
my
mobile
10
minute
wait
to
reset
my
account

24. 11:18
pm

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

26. @timothyloo #UXSTRAT
Tools
which
quickly
and
memorably
boil
down
experience
both
func9onally
and
emo9onally
can
help

27. @timothyloo #UXSTRAT
So
let’s
do
some
shit-­‐stormingTM

28. Customer/business pain-points mapping
Customer lifecycle
Posi9ve
experiences
Nega9ve
experiences

29. 29© 2013 Foolproof Limited

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

31. Team exercise: Pain-points
31© 2013 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

32. Travelling overseas with your credit card
Customer journey
Posi9ve
experiences
Nega9ve
experiences
Before
travel
Away
from
home
Back
home

33. Team exercise: Clustering super pain-points
33© 2013 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

34. Creating alignment and agreement is as
important presenting the evidence
In summary
34© 2013 Foolproof Limited
§ Collaboration
through workshops
§ Data visualisation
§ Storytelling
§ Creating focus
§ Pain-point
mapping
§ Super pain-
points

35. Holistic experience maps

36. Ethnography & experience videos

37. CHAPTER 4
CREATING EXPERIENCE
DESIGN PRINCIPLES

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

42. Team exercise
42© 2013 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

43. CHAPTER 5
IDEATION & ENVISIONING
THE FUTURE EXPERIENCE

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

45. Team exercise
45© 2013 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?

46. CHAPTER 6
CREATING A DELIVERY
ROADMAP

47. @timothyloo #UXSTRAT
Using
Future
Customer
Stories
to
iden9fy
enablers
and
drive
the
delivery
&
technology
roadmap

49. @timothyloo #UXSTRAT

50. CHAPTER 7
CREATING UX
KEY PERFORMANCE INDICATORS

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

52. @timothyloo #UXSTRAT

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

54. Foolproof Experience Strategy Framework
BRAND
STRATEGY
BUSINESS
STRATEGY
METRICS,
TARGETS
&
INCENTIVES
ROADMAP
&
BENEFITS
CASE
UX
VISION
&
PRINCIPLES
CUSTOMER
&
BUSINESS
CURRENT
STATE

55. @timothyloo #UXSTRAT
Thank you

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