uxpa uk - what is ux strategy? by tim loo
Post on 16-Jul-2015
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@timothyloo @uxpauk #uxstrategy
Tim Loo Strategy Director, Foolproof
What is UX Strategy? UXPA UK, April 2015
@timothyloo @uxpauk #uxstrategy
alignment
across touch-points, journeys & the entire relationship cycle
@timothyloo @uxpauk #uxstrategy
focus & accountability
knowing what we should do & what good looks like
(and what we shouldn’t do)
@timothyloo @uxpauk #uxstrategy
strategy
STRATEGIC GOALS
STRATEGIC PROGRAMMES
PROJECTS (TACTICS)
goal A goal B goal C
programme X programme Y programme Z
project Q
WORKSTREAMS TASKS
BUSINESS STRATEGY
@timothyloo @uxpauk #uxstrategy
strategy
STRATEGIC GOALS
STRATEGIC PROGRAMMES
PROJECTS (TACTICS)
goal A goal B goal C
programme X programme Y programme Z
project Q
WORKSTREAMS TASKS
BUSINESS STRATEGY
Is there a clear connection between our strategy & goals and experience design &
management?
@timothyloo @uxpauk #uxstrategy
experience strategy a long-term plan to align every customer touch-point with your brand position & business strategy
@timothyloo @uxpauk #uxstrategy
§ Who are our target customers?
§ What’s the current customer story, priorities and pain-points?
§ What’s our vision for the holistic experience?
§ What are our guiding principles for target experience?
§ What are our future customer stories & outcomes?
§ What are the experience gaps between today’s experience and our future customer stories?
§ What specific initiatives and projects do we need?
§ What enablers and capabilities are required to support these initiatives?
§ What are the gaps between the vision and reality?
§ How will we prioritise & trade-off to create focus?
§ 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?
CURRENT STATE EXPERIENCE
EXPERIENCE VISION & PRINCIPLES
INNOVATION, INITIATIVES & ENABLERS
EXPERIENCE ROADMAP
EXPERIENCE KPIs & DASHBOARD
1. Where are we today?
2. Where do we want to get to?
3. What do we need to do?
4. What’s our plan?
5. How will we know we’re on track?
A framework for creating experience strategy
@timothyloo @uxpauk #uxstrategy
my experience big picture communication numbers leadership persistence
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