Tim Loo Strategy Director, Foolproof
What is UX Strategy? UX Brighton, May 2014
@timothyloo @uxbri
my frame of reference
@timothyloo @uxbri
“So why do we need a UX strategy?”
BRAND STRATEGY
BUSINESS STRATEGY
What you want to be…
What & how you actually are …
USER EXPERIENCE
How well does your organisation connect?
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poor alignment
lack of direction
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There are many emerging flavours of UX strategy. This is ours.
@timothyloo @uxbri
DESIGN OF EXPERIENCE
EXPERIENCE CULTURE
BRAND STRATEGY
BUSINESS STRATEGY
UX STRATEGY
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BRAND STRATEGY
BUSINESS STRATEGY
How will we know we’re on the right track?
What’s our priori6sed plan?
Where do we want to get to?
Where are we today?
DESIGN OF EXPERIENCE
EXPERIENCE CULTURE
@timothyloo @uxbri
UX strategy
A long-term vision, roadmap and KPIs which align every customer touch-point with your brand position & business strategy
@timothyloo @uxbri
§ 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 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?
© 2013 Foolproof Limited
BRAND STRATEGY
BUSINESS STRATEGY
4. METRICS, TARGETS & INCENTIVES
3. ROADMAP & BENEFITS CASE
2. UX VISION & PRINCIPLES
1. CURRENT STATE EXPERIENCE
Foolproof UX Strategy Framework
@timothyloo @uxbri
The UXer as strategist
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Helpful Skill 1 We’re good at understanding what it’s like to be a customer
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Helpful Skill 2 We can bring to life what great experience looks like for an organisation
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Helpful Skill 3 We’re good at collaborative working & facilitating agreement & trade-offs
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Strategy planning is a team sport
Photo Credit: http://www.flickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517
BUSINESS GUY
UX DUDE
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Do you want to captain the team?
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Thank you. Let’s talk.