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UX STRAT 2013: Tim Loo, Workshop: Redesigning business culture and thinking around the customer

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UX STRAT
UX STRAT

The document summarizes key aspects of a workshop on developing user experience (UX) strategy. It discusses understanding the current customer experience through pain point mapping and principles for envisioning improved future experiences. Workshop exercises guide participants in collaboratively defining goals, stakeholders, pain points, experience principles and roadmaps. The goal is to help organizations transform culture and align all customer touchpoints with business and brand strategies through a holistic UX strategy.

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TimLoo StrategyDirector,Foolproof UXSTRAT Workshop Redesigning business culture and thinking around the customer
@timothyloo #UXSTRAT Tim’s twitter handle: @timothyloo My company: @foolproof_ux This conference: #UXSTRAT Bella’s twitter: @msbellaslade
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 4© 2013 Foolproof Limited With the person next to you, discuss and capture: You have 5 minutes. §  What are your goals for today’s session? §  What does good look like?
Team exercise 5© 2013 Foolproof Limited Now in your table team discuss and agree on: You have 15 minutes. §  What’s our single goal for today’s session?
CHAPTER 1 DEFINING UX STRATEGY
Team exercise 7© 2013 Foolproof Limited In your teams discuss and capture: You have 15 minutes. §  What are the behaviours and pain-points of an organisation without a UX strategy?
The experience gap Business Strategy Where you want to be… Brand Strategy Where you actually are… Customer Experience Culture, Organisation & Governance Experience Design Capability How well does your organisation connect?
@timothyloo #UXSTRAT There  are  many  emerging  flavours   of  UX  strategy.  This  is  ours.
@timothyloo #UXSTRAT User experience strategy A long-term vision, roadmap and KPIs to align every customer touch-point with your brand position & business strategy
CULTURE, ORGANISATION & GOVERNANCE EXPERIENCE DESIGN Foolproof Experience Strategy Framework BRAND STRATEGY BUSINESS STRATEGY UX STRATEGY
Foolproof Experience Strategy Framework BRAND     STRATEGY   BUSINESS     STRATEGY   HOW  WILL  WE  KNOW  WE’RE  ON  THE  RIGHT  TRACK?   WHAT’S  OUR  PRIORITISED  PLAN?   WHERE  DO  WE  WANT  TO  GET  TO?   WHERE  ARE  WE  TODAY?  
§ 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 user 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? Foolproof Experience Strategy Framework © 2013 Foolproof Limited BRAND     STRATEGY   BUSINESS     STRATEGY   METRICS,  TARGETS  &  INCENTIVES   ROADMAP  &  BENEFITS  CASE   UX  VISION  &  PRINCIPLES   CUSTOMER  &  BUSINESS   CURRENT  STATE  
UX  Strategy  is  about  crea9ng     business  change  &  transformaLon   Design planning UX Strategy Short term goals Long term vision Driving revenue Building value Cost reduction Organisational alignment Optimisation Transformation Interactions Holistic experiences In summary 14© 2013 Foolproof Limited
CHAPTER 2 ENGAGING WITH SPONSORS & STAKEHOLDERS
Team exercise 16© 2013 Foolproof Limited In your teams discuss and capture: You have 15 minutes. §  Who  are  potenLal  owners  for  UX  strategy  in  an   organisa9on?     §  What  other  important  stakeholders  might  need  to   be  engaged?   §  What  are  challenges  of  engaging  with  this   audience?  
@timothyloo #UXSTRAT Time poor Lack knowledge of UX Loaded with data Opinion driven Lack of empathy with customers
Effec9ve  stakeholder  engagement  &  communica9on   focuses  on  stakeholder  needs   In summary 18© 2013 Foolproof Limited §  Big picture §  Concise & relevant §  Emotionally engaging §  Linked to business outcomes Personas Stories Pain-points
CHAPTER 3 UNDERSTANDING & COMMUNICATING THE CURRENT STATE
10:43 pm  
10:55 pm  
10:58 pm  
8  minute  interna9onal   phone  call  on  my  mobile   10  minute  wait  to  reset   my  account  
11:18 pm  
@timothyloo #UXSTRAT Long,  detailed  reports  on  UX     do  not  get  read  by  senior  stakeholders
@timothyloo #UXSTRAT Tools  which  quickly  and  memorably   boil  down  experience  both     func9onally  and  emo9onally  can  help
@timothyloo #UXSTRAT So  let’s  do  some  shit-­‐stormingTM
Customer/business pain-points mapping Customer lifecycle Posi9ve   experiences   Nega9ve   experiences  
29© 2013 Foolproof Limited
Overwhelmed By the amount of things to learn about Protected By the obvious security measures The anatomy of a pain-point 30 Woee About hidden fees A meaningful pain-point describes: §  The emotion someone would feel §  What causes that emotion
Team exercise: Pain-points 31© 2013 Foolproof Limited In your teams discuss and capture: You have 20 minutes. §  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 Customer journey Posi9ve   experiences   Nega9ve   experiences   Before  travel   Away  from  home   Back  home  
Team exercise: Clustering super pain-points 33© 2013 Foolproof Limited In your teams discuss and capture: You have 20 minutes. §  Group together pain-points by key themes §  Think about different pain-points may create common feelings §  Use customer language
Creating alignment and agreement is as important presenting the evidence In summary 34© 2013 Foolproof Limited §  Collaboration through workshops §  Data visualisation §  Storytelling §  Creating focus §  Pain-point mapping §  Super pain- points
Holistic experience maps
Ethnography & experience videos
CHAPTER 4 CREATING EXPERIENCE DESIGN PRINCIPLES
Experience design principles describe the core values of the user experience of a product or a service They provide direction and intent for how we want customers to feel about the experience What are experience design principles?
Experience design principles should be aspirational and inspiring They are stretch targets and measures for transforming your business and the customer experience What are experience design principles?
CUSTOMER EXPERIENCE INSIGHT BRAND ASSETS & VALUES GOOD DESIGN PRINCIPLES 1.  Based on customer insight 2.  Short & memorable 3.  Cross-feature 4.  Specific 5.  Non-conflicting 6.  Measurable What is the current experience of our customers? §  What do they like? §  What are their frustrations and pain- points? §  What can we learn from our competitors? §  Have they been delighted before by similar services/ offerings? How? Why? What are our brand values? §  How do we want the experience to be an expression of these? §  What are our differentiating assets and capabiliities Good experience design principles
4         ExperLse  on  tap   §  When  I  need  advice  or  technical  help  I  know  where  to  go   §  I  can  always  access  the  right  informa9on  when  I  need  it       Design  principles  
Team exercise 42© 2013 Foolproof Limited In your teams discuss and capture: You have 30 minutes. §  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 & ENVISIONING THE FUTURE EXPERIENCE
@timothyloo #UXSTRAT Create  new  future  stories  for   customers  showing  outcomes  (not   outputs  or  specific  features)  based  on   the  design  principles
Team exercise 45© 2013 Foolproof Limited In your teams discuss and capture: You have 30 minutes. §  Using your previous journey map, create a new story of how customers would describe the journey if we were delivering on the experience design principles at each and every touch point?
CHAPTER 6 CREATING A DELIVERY ROADMAP
@timothyloo #UXSTRAT Using  Future  Customer  Stories  to   iden9fy  enablers  and  drive  the  delivery   &  technology  roadmap
UX STRAT 2013: Tim Loo, Workshop: Redesigning business culture and thinking around the customer
@timothyloo #UXSTRAT
CHAPTER 7 CREATING UX KEY PERFORMANCE INDICATORS
@timothyloo #UXSTRAT Make the organisation measure & report on things which are meaningful for business and the customer
@timothyloo #UXSTRAT
@timothyloo #UXSTRAT Change thinking Change behaviours Make stakeholders collaborate and share customer perspective Create empathy with colleagues and customers
Foolproof Experience Strategy Framework BRAND     STRATEGY   BUSINESS     STRATEGY   METRICS,  TARGETS  &  INCENTIVES   ROADMAP  &  BENEFITS  CASE   UX  VISION  &  PRINCIPLES   CUSTOMER  &  BUSINESS   CURRENT  STATE  
@timothyloo #UXSTRAT Thank you
@timothyloo #UXSTRAT Start a conversation Tim Loo tim.loo@foolproof.co.uk +44 7714415677 @timothyloo

More Related Content

UX STRAT 2013: Tim Loo, Workshop: Redesigning business culture and thinking around the customer

  • 2. @timothyloo #UXSTRAT Tim’s twitter handle: @timothyloo My company: @foolproof_ux This conference: #UXSTRAT Bella’s twitter: @msbellaslade
  • 3. 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.
  • 4. Team exercise 4© 2013 Foolproof Limited With the person next to you, discuss and capture: You have 5 minutes. §  What are your goals for today’s session? §  What does good look like?
  • 5. Team exercise 5© 2013 Foolproof Limited Now in your table team discuss and agree on: You have 15 minutes. §  What’s our single goal for today’s session?
  • 7. Team exercise 7© 2013 Foolproof Limited In your teams discuss and capture: You have 15 minutes. §  What are the behaviours and pain-points of an organisation without a UX strategy?
  • 8. The experience gap Business Strategy Where you want to be… Brand Strategy Where you actually are… Customer Experience Culture, Organisation & Governance Experience Design Capability How well does your organisation connect?
  • 9. @timothyloo #UXSTRAT There  are  many  emerging  flavours   of  UX  strategy.  This  is  ours.
  • 10. @timothyloo #UXSTRAT User experience strategy A long-term vision, roadmap and KPIs to align every customer touch-point with your brand position & business strategy
  • 11. CULTURE, ORGANISATION & GOVERNANCE EXPERIENCE DESIGN Foolproof Experience Strategy Framework BRAND STRATEGY BUSINESS STRATEGY UX STRATEGY
  • 12. Foolproof Experience Strategy Framework BRAND     STRATEGY   BUSINESS     STRATEGY   HOW  WILL  WE  KNOW  WE’RE  ON  THE  RIGHT  TRACK?   WHAT’S  OUR  PRIORITISED  PLAN?   WHERE  DO  WE  WANT  TO  GET  TO?   WHERE  ARE  WE  TODAY?  
  • 13. § 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 user 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? Foolproof Experience Strategy Framework © 2013 Foolproof Limited BRAND     STRATEGY   BUSINESS     STRATEGY   METRICS,  TARGETS  &  INCENTIVES   ROADMAP  &  BENEFITS  CASE   UX  VISION  &  PRINCIPLES   CUSTOMER  &  BUSINESS   CURRENT  STATE  
  • 14. UX  Strategy  is  about  crea9ng     business  change  &  transformaLon   Design planning UX Strategy Short term goals Long term vision Driving revenue Building value Cost reduction Organisational alignment Optimisation Transformation Interactions Holistic experiences In summary 14© 2013 Foolproof Limited
  • 16. Team exercise 16© 2013 Foolproof Limited In your teams discuss and capture: You have 15 minutes. §  Who  are  potenLal  owners  for  UX  strategy  in  an   organisa9on?     §  What  other  important  stakeholders  might  need  to   be  engaged?   §  What  are  challenges  of  engaging  with  this   audience?  
  • 17. @timothyloo #UXSTRAT Time poor Lack knowledge of UX Loaded with data Opinion driven Lack of empathy with customers
  • 18. Effec9ve  stakeholder  engagement  &  communica9on   focuses  on  stakeholder  needs   In summary 18© 2013 Foolproof Limited §  Big picture §  Concise & relevant §  Emotionally engaging §  Linked to business outcomes Personas Stories Pain-points
  • 23. 8  minute  interna9onal   phone  call  on  my  mobile   10  minute  wait  to  reset   my  account  
  • 25. @timothyloo #UXSTRAT Long,  detailed  reports  on  UX     do  not  get  read  by  senior  stakeholders
  • 26. @timothyloo #UXSTRAT Tools  which  quickly  and  memorably   boil  down  experience  both     func9onally  and  emo9onally  can  help
  • 27. @timothyloo #UXSTRAT So  let’s  do  some  shit-­‐stormingTM
  • 28. Customer/business pain-points mapping Customer lifecycle Posi9ve   experiences   Nega9ve   experiences  
  • 30. Overwhelmed By the amount of things to learn about Protected By the obvious security measures The anatomy of a pain-point 30 Woee About hidden fees A meaningful pain-point describes: §  The emotion someone would feel §  What causes that emotion
  • 31. Team exercise: Pain-points 31© 2013 Foolproof Limited In your teams discuss and capture: You have 20 minutes. §  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
  • 32. Travelling overseas with your credit card Customer journey Posi9ve   experiences   Nega9ve   experiences   Before  travel   Away  from  home   Back  home  
  • 33. Team exercise: Clustering super pain-points 33© 2013 Foolproof Limited In your teams discuss and capture: You have 20 minutes. §  Group together pain-points by key themes §  Think about different pain-points may create common feelings §  Use customer language
  • 34. Creating alignment and agreement is as important presenting the evidence In summary 34© 2013 Foolproof Limited §  Collaboration through workshops §  Data visualisation §  Storytelling §  Creating focus §  Pain-point mapping §  Super pain- points
  • 38. Experience design principles describe the core values of the user experience of a product or a service They provide direction and intent for how we want customers to feel about the experience What are experience design principles?
  • 39. Experience design principles should be aspirational and inspiring They are stretch targets and measures for transforming your business and the customer experience What are experience design principles?
  • 40. CUSTOMER EXPERIENCE INSIGHT BRAND ASSETS & VALUES GOOD DESIGN PRINCIPLES 1.  Based on customer insight 2.  Short & memorable 3.  Cross-feature 4.  Specific 5.  Non-conflicting 6.  Measurable What is the current experience of our customers? §  What do they like? §  What are their frustrations and pain- points? §  What can we learn from our competitors? §  Have they been delighted before by similar services/ offerings? How? Why? What are our brand values? §  How do we want the experience to be an expression of these? §  What are our differentiating assets and capabiliities Good experience design principles
  • 41. 4         ExperLse  on  tap   §  When  I  need  advice  or  technical  help  I  know  where  to  go   §  I  can  always  access  the  right  informa9on  when  I  need  it       Design  principles  
  • 42. Team exercise 42© 2013 Foolproof Limited In your teams discuss and capture: You have 30 minutes. §  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
  • 43. CHAPTER 5 IDEATION & ENVISIONING THE FUTURE EXPERIENCE
  • 44. @timothyloo #UXSTRAT Create  new  future  stories  for   customers  showing  outcomes  (not   outputs  or  specific  features)  based  on   the  design  principles
  • 45. Team exercise 45© 2013 Foolproof Limited In your teams discuss and capture: You have 30 minutes. §  Using your previous journey map, create a new story of how customers would describe the journey if we were delivering on the experience design principles at each and every touch point?
  • 46. CHAPTER 6 CREATING A DELIVERY ROADMAP
  • 47. @timothyloo #UXSTRAT Using  Future  Customer  Stories  to   iden9fy  enablers  and  drive  the  delivery   &  technology  roadmap
  • 50. CHAPTER 7 CREATING UX KEY PERFORMANCE INDICATORS
  • 51. @timothyloo #UXSTRAT Make the organisation measure & report on things which are meaningful for business and the customer
  • 53. @timothyloo #UXSTRAT Change thinking Change behaviours Make stakeholders collaborate and share customer perspective Create empathy with colleagues and customers
  • 54. Foolproof Experience Strategy Framework BRAND     STRATEGY   BUSINESS     STRATEGY   METRICS,  TARGETS  &  INCENTIVES   ROADMAP  &  BENEFITS  CASE   UX  VISION  &  PRINCIPLES   CUSTOMER  &  BUSINESS   CURRENT  STATE  
  • 56. @timothyloo #UXSTRAT Start a conversation Tim Loo tim.loo@foolproof.co.uk +44 7714415677 @timothyloo