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UX Strategy: Redesigning business
Half day workshop, UX Hong Kong 2013

Tim Loo Strategy Director, Foolproof
My twitter handle:   @timothyloo
My company:          @foolproof_ux
This conference:     #uxhk2013
My subject:          #uxstrategy
Patti Hunt :    @hyper_bole
Meghan Hayes:   @meadow8
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.
Team exercise


With the person next to you, discuss and capture:


   What are your goals for today’s session?
   What does good look like?


         You have 5 minutes.



© 2013 Foolproof Limited                            5
Team exercise



Now in your table team discuss and agree on:


   What’s our single goal for today’s session?


        You have 15 minutes.




© 2013 Foolproof Limited                          6
Chapter 1
Defining UX Strategy
Team exercise



In your teams discuss and capture:


    What are the behaviours and pain-points of
     an organisation without a UX strategy?


         You have 15 minutes.


© 2013 Foolproof Limited                          8
The experience gap
                 Where you want to be…
               Business Strategy         Brand Strategy




        How well does your organisation connect?
            Culture, Organisation         Experience Design
               & Governance                  Capability




                Where you actually are…
                          Customer Experience
There are many emerging flavours of
UX strategy. This is ours.
User experience strategy
A long-term vision, roadmap and KPIs
to align every customer touch-point
with your brand position and business
strategy
Foolproof Experience Strategy Framework

                    BUSINESS    BRAND
                    STRATEGY   STRATEGY




                  UX
               STRATEGY

          CULTURE, ORGANISA       EXPERIENCE
               TION &               DESIGN
            GOVERNANCE
Foolproof Experience Strategy Framework

                   BUSINESS    BRAND
                   STRATEGY   STRATEGY



                 CUSTOMER & BUSINESS
                    CURRENT STATE


                 UX VISION & PRINCIPLES


               ROADMAP & BENEFITS CASE


             METRICS, TARGETS & INCENTIVES
Foolproof Experience Strategy Framework
                                        What’s our business vision and target position in the market?
           BUSINESS          BRAND      How do we create competitive advantage through our activities?
           STRATEGY         STRATEGY    What’s our brand promise and our brand values & assets?
                                        Who are our target customers & how do we want them to feel about us?


                                              What’s the environment and ecosystem of our target customers?
      CUSTOMER & BUSINESS                     What’s the current customer story, priorities and pain-points?
         CURRENT STATE                        What are our pain-points in aligning our priorities & activities?


                                                    What’s our are vision for the holistic user experience?

      UX VISION & PRINCIPLES                        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?

  ROADMAP & BENEFITS CASE                                 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?
METRICS, TARGETS & INCENTIVES
                                                                How will we incentivise the right behaviours?


 © 2013 Foolproof Limited
In summary

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


© 2013 Foolproof Limited                              15
Chapter 2
Sponsors & stakeholder engagement
Team exercise

In your teams discuss and capture:


    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?

        You have 15 minutes.
© 2013 Foolproof Limited                           17
Time poor
Lack knowledge of UX
Loaded with data
Opinion driven
In summary

Effective stakeholder engagement &
communication focuses on stakeholder needs



        Big picture
        Concise & relevant
                                 Personas
        Emotionally engaging    Stories
        Linked to business      Pain-points
         outcomes


© 2013 Foolproof Limited                       19
Chapter 3   & communicating

Understanding the current state
             ^
10:43
 pm
10:55
 pm
10:58
 pm
8 minute international
phone call on my mobile




10 minute wait to reset
     my account
11:18
 pm
Long, detailed reports on UX don’t get
read by senior stakeholders.
Tools which quickly and memorably
boil down experience both
functionally and emotionally can help
So let’s do some shit-stormingTM
Shit-storming: Customer/business pain-points mapping
experiences
Positive




                        Customer lifecycle
experiences
Negative
The anatomy of a pain-point

A meaningful pain-point describes:
 The emotion someone would feel
 What causes that emotion



 Protected            Overwhelmed    Woee

 By the obvious       By the
 security             amount of      About
 measures             things to      hidden fees
                      learn about



                                                   30
Team exercise: Shit-storming

In your teams discuss and capture:



     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



         You have 20 minutes.
© 2013 Foolproof Limited                               31
Travelling overseas with your credit card



              Before travel   Away from home     Back home
experiences
Positive




                              Customer journey
experiences
Negative
Team exercise: Clustering super pain-points

In your teams discuss and capture:



     Group together pain-points by key themes
     Think about different pain-points may create
      common feelings
     Use customer language


         You have 20 minutes.
© 2013 Foolproof Limited                             33
In summary

Creating alignment and agreement is as important
presenting the evidence



   Collaboration                Pain-point
    through workshops             mapping
   Data visualisation           Super pain-
   Storytelling                  points
   Creating focus


© 2013 Foolproof Limited                           34
Chapter 4
Creating experience design principles
What are experience design principles?



Experience design principles describe
the core values of the user experience of
a product or a service

They form the basis for creating a vision
of your future customer experience
What are experience design principles?




Experience design principles should
be aspirational and inspiring

They become stretch targets for
transforming your business and the
customer experience
Creating design principles
Good experience of design principles



                                    GOOD DESIGN
    CUSTOMER                                                     BRAND
                                     PRINCIPLES
   EXPERIENCE                                                   ASSETS &
     INSIGHT                       1. Based on                   VALUES
                                      customer research
 What is the current experience                           What are our brand values?
 like for our customers?
                                   2. Short &                How do we want the
    What do they like?               memorable               experience to be an
                                                              expression of these?
    What are their frustrations
     and pain-points?              3. Cross-feature          What are our differentiating
                                                              assets and capabiliities
    What can we learn from
     our competitors?              4. Specific
    Have they been delighted      5. Non-conflicting
     before by similar
     services/offerings? How?
     Why?                          6. Measurable
Team exercise

In your teams discuss and capture:


     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


         You have 30 minutes.
© 2013 Foolproof Limited                           39
Chapter 5
Ideation and envisioning future state
Create new future stories for
customers showing outcomes (not
outputs or specific features) based on
the design principles
Team exercise

In your teams discuss and capture:




    Using our previous journey map, create a new
     story of how customers would describe the
     journey if we were delivering on the experience
     design principles at every touch point?



        You have 30 minutes.
© 2013 Foolproof Limited                               42
Chapter 6
Creating a roadmap
Using Future Customer Stories to
identify enablers and drive the
technology roadmap
Chapter 7
Building the right team
Source: Making UX Happen survey of top 3 barriers (100 respondents)
THE
       BUSINESS                                                  PROJEC         UX ADVISOR
                                                                    T
                    Inertia and
                   resistance to
                      change
                                               Driven by                           Lack of
                                                                                  consultant
                                              technology
  Politics &                Lack of
                         senior-level       and constraints
                                                                                   skills &
                                                                                  experience
organisational          client sponsor
                             for UX
    silos                                                 Low
                                        Lack of       stakeholder                 Ineffective
                    Client lack of
                                      commitment                                communication
                   vision, strategy
                    and business         to UX        engagement
                        -case
                                                         in UX                   & persuasion
 Client doesn't
    measure                                      Lack of
                           Client doesn't                              Lack of time
 or understand              understand           budget                               Consultant
                           UX processes
the value of UX                                                                        & agency
                                                              Lack of                  attitudes
                                                             resources

 Source: Making UX Happen survey of top 3 barriers (100 respondents)
BUSINESS                                                     UX ADVISOR

Photo Credit: http://www.flickr.com/photos/76029035@N02/6829415429   Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517
Team exercise


In your teams, discuss and capture:

   What does the team for a experience strategy
    engagement look like?
   What role do you want to play?

You have 15 minutes.



© 2013 Foolproof Limited                           49
Foolproof Experience Strategy Framework

                   BUSINESS    BRAND
                   STRATEGY   STRATEGY



                 CUSTOMER & BUSINESS
                    CURRENT STATE


                 UX VISION & PRINCIPLES


               ROADMAP & BENEFITS CASE


             METRICS, TARGETS & INCENTIVES
Thank you.
My twitter handle:   @timothyloo
My company:          @foolproof_ux
This conference:     #uxhk2013
My subject:          #uxstrategy

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UXHK 2013: UX Strategy Workshop with Tim Loo

  • 1. UX Strategy: Redesigning business Half day workshop, UX Hong Kong 2013 Tim Loo Strategy Director, Foolproof
  • 2. My twitter handle: @timothyloo My company: @foolproof_ux This conference: #uxhk2013 My subject: #uxstrategy
  • 3. Patti Hunt : @hyper_bole Meghan Hayes: @meadow8
  • 4. 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.
  • 5. Team exercise With the person next to you, discuss and capture:  What are your goals for today’s session?  What does good look like? You have 5 minutes. © 2013 Foolproof Limited 5
  • 6. Team exercise Now in your table team discuss and agree on:  What’s our single goal for today’s session? You have 15 minutes. © 2013 Foolproof Limited 6
  • 8. Team exercise In your teams discuss and capture:  What are the behaviours and pain-points of an organisation without a UX strategy? You have 15 minutes. © 2013 Foolproof Limited 8
  • 9. The experience gap Where you want to be… Business Strategy Brand Strategy How well does your organisation connect? Culture, Organisation Experience Design & Governance Capability Where you actually are… Customer Experience
  • 10. There are many emerging flavours of UX strategy. This is ours.
  • 11. User experience strategy A long-term vision, roadmap and KPIs to align every customer touch-point with your brand position and business strategy
  • 12. Foolproof Experience Strategy Framework BUSINESS BRAND STRATEGY STRATEGY UX STRATEGY CULTURE, ORGANISA EXPERIENCE TION & DESIGN GOVERNANCE
  • 13. Foolproof Experience Strategy Framework BUSINESS BRAND STRATEGY STRATEGY CUSTOMER & BUSINESS CURRENT STATE UX VISION & PRINCIPLES ROADMAP & BENEFITS CASE METRICS, TARGETS & INCENTIVES
  • 14. Foolproof Experience Strategy Framework  What’s our business vision and target position in the market? BUSINESS BRAND  How do we create competitive advantage through our activities? STRATEGY STRATEGY  What’s our brand promise and our brand values & assets?  Who are our target customers & how do we want them to feel about us?  What’s the environment and ecosystem of our target customers? CUSTOMER & BUSINESS  What’s the current customer story, priorities and pain-points? CURRENT STATE  What are our pain-points in aligning our priorities & activities?  What’s our are vision for the holistic user experience? UX VISION & PRINCIPLES  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? ROADMAP & BENEFITS CASE  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? METRICS, TARGETS & INCENTIVES  How will we incentivise the right behaviours? © 2013 Foolproof Limited
  • 15. In summary 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 © 2013 Foolproof Limited 15
  • 16. Chapter 2 Sponsors & stakeholder engagement
  • 17. Team exercise In your teams discuss and capture:  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? You have 15 minutes. © 2013 Foolproof Limited 17
  • 18. Time poor Lack knowledge of UX Loaded with data Opinion driven
  • 19. In summary Effective stakeholder engagement & communication focuses on stakeholder needs  Big picture  Concise & relevant Personas  Emotionally engaging Stories  Linked to business Pain-points outcomes © 2013 Foolproof Limited 19
  • 20. Chapter 3 & communicating Understanding the current state ^
  • 24. 8 minute international phone call on my mobile 10 minute wait to reset my account
  • 26. Long, detailed reports on UX don’t get read by senior stakeholders.
  • 27. Tools which quickly and memorably boil down experience both functionally and emotionally can help
  • 28. So let’s do some shit-stormingTM
  • 29. Shit-storming: Customer/business pain-points mapping experiences Positive Customer lifecycle experiences Negative
  • 30. The anatomy of a pain-point A meaningful pain-point describes:  The emotion someone would feel  What causes that emotion Protected Overwhelmed Woee By the obvious By the security amount of About measures things to hidden fees learn about 30
  • 31. Team exercise: Shit-storming In your teams discuss and capture:  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 You have 20 minutes. © 2013 Foolproof Limited 31
  • 32. Travelling overseas with your credit card Before travel Away from home Back home experiences Positive Customer journey experiences Negative
  • 33. Team exercise: Clustering super pain-points In your teams discuss and capture:  Group together pain-points by key themes  Think about different pain-points may create common feelings  Use customer language You have 20 minutes. © 2013 Foolproof Limited 33
  • 34. In summary Creating alignment and agreement is as important presenting the evidence  Collaboration  Pain-point through workshops mapping  Data visualisation  Super pain-  Storytelling points  Creating focus © 2013 Foolproof Limited 34
  • 35. Chapter 4 Creating experience design principles
  • 36. What are experience design principles? Experience design principles describe the core values of the user experience of a product or a service They form the basis for creating a vision of your future customer experience
  • 37. What are experience design principles? Experience design principles should be aspirational and inspiring They become stretch targets for transforming your business and the customer experience
  • 38. Creating design principles Good experience of design principles GOOD DESIGN CUSTOMER BRAND PRINCIPLES EXPERIENCE ASSETS & INSIGHT 1. Based on VALUES customer research What is the current experience What are our brand values? like for our customers? 2. Short &  How do we want the  What do they like? memorable experience to be an expression of these?  What are their frustrations and pain-points? 3. Cross-feature  What are our differentiating assets and capabiliities  What can we learn from our competitors? 4. Specific  Have they been delighted 5. Non-conflicting before by similar services/offerings? How? Why? 6. Measurable
  • 39. Team exercise In your teams discuss and capture:  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 You have 30 minutes. © 2013 Foolproof Limited 39
  • 40. Chapter 5 Ideation and envisioning future state
  • 41. Create new future stories for customers showing outcomes (not outputs or specific features) based on the design principles
  • 42. Team exercise In your teams discuss and capture:  Using our previous journey map, create a new story of how customers would describe the journey if we were delivering on the experience design principles at every touch point? You have 30 minutes. © 2013 Foolproof Limited 42
  • 44. Using Future Customer Stories to identify enablers and drive the technology roadmap
  • 46. Source: Making UX Happen survey of top 3 barriers (100 respondents)
  • 47. THE BUSINESS PROJEC UX ADVISOR T Inertia and resistance to change Driven by Lack of consultant technology Politics & Lack of senior-level and constraints skills & experience organisational client sponsor for UX silos Low Lack of stakeholder Ineffective Client lack of commitment communication vision, strategy and business to UX engagement -case in UX & persuasion Client doesn't measure Lack of Client doesn't Lack of time or understand understand budget Consultant UX processes the value of UX & agency Lack of attitudes resources Source: Making UX Happen survey of top 3 barriers (100 respondents)
  • 48. BUSINESS UX ADVISOR Photo Credit: http://www.flickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517
  • 49. Team exercise In your teams, discuss and capture:  What does the team for a experience strategy engagement look like?  What role do you want to play? You have 15 minutes. © 2013 Foolproof Limited 49
  • 50. Foolproof Experience Strategy Framework BUSINESS BRAND STRATEGY STRATEGY CUSTOMER & BUSINESS CURRENT STATE UX VISION & PRINCIPLES ROADMAP & BENEFITS CASE METRICS, TARGETS & INCENTIVES
  • 52. My twitter handle: @timothyloo My company: @foolproof_ux This conference: #uxhk2013 My subject: #uxstrategy