what is ux strategy? - tim loo @ ux brighton

Tim Loo Strategy Director, Foolproof

What is UX Strategy? UX Brighton, May 2014

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my frame of reference

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“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.

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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

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UX strategy

A long-term vision, roadmap and KPIs which align every customer touch-point with your brand position & business strategy

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§ 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?

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BRAND    STRATEGY  

BUSINESS    STRATEGY  

4.  METRICS,  TARGETS  &  INCENTIVES  

3.  ROADMAP  &  BENEFITS  CASE  

2.  UX  VISION  &  PRINCIPLES  

1.  CURRENT  STATE    EXPERIENCE  

Foolproof UX Strategy Framework

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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.

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Start a conversation

Tim Loo tim.loo@foolproof.co.uk +44 7714415677 @timothyloo