UXHK 2013: UX Strategy Workshop with Tim Loo

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.


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?



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


BUSINESS BRAND
STRATEGY STRATEGY

CUSTOMER & BUSINESS
CURRENT STATE

UX VISION & PRINCIPLES

ROADMAP & BENEFITS CASE

METRICS, TARGETS & INCENTIVES

 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


Chapter 2
Sponsors & stakeholder engagement

Team exercise


 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?


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


Chapter 3 & communicating

Understanding the current state
^

8 minute international
phone call on my mobile

10 minute wait to reset
my account

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


 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


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


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


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


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


 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


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


 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?


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?



UXHK 2013: UX Strategy Workshop with Tim Loo

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