UX STRAT 2014: Tim Loo's Workshop - Experience Visioning & Roadmapping
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Transcript of UX STRAT 2014: Tim Loo's Workshop - Experience Visioning & Roadmapping
@timothyloo @foolproof_UX @uxstrat
Tim Loo Strategy Director, Foolproof
UX Strategy Fundamentals:
Experience Visioning & Roadmapping UX STRAT 2014, Boulder, CO
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before we start
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.
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what happens in boulder, stays in boulder
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my frame of reference
Photo Credit: http://www.flickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517
business guy
experience design dude
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Chapter 1
Defining UX Strategy UX STRAT 2014, Boulder, CO
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“So why do we need an experience strategy?”
{INSERT YOUR
BRAND HERE}
YOUR BUSINESS
YOUR CUSTOMERS
How well does your
organisation connect?
YOUR PROMISE (what do you want to be for
your customers)
THE REALITY (the user experience)
YOUR CUSTOMERS’ EXPECTATIONS
(and how they feel about you)
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Proliferation of customer touch-points &
organisational siloes
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The experience strategy gap
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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
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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 business strategy and
experience design?
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Bringing the customer into experience strategy planning
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What your business wants
What your customer wants
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What your business wants
PURPOSE, VISION & MISSION
TECHNOLOGY ROADMAP
BUSINESS STRATEGY &
GOALS
BRAND
OPERATING TARGETS &
KPIS
TARGET OPERATING
MODEL
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TECHNOLOGY ROADMAP
TARGET OPERATING
MODEL
What your business wants
PURPOSE, VISION & MISSION
BUSINESS STRATEGY &
GOALS
BRAND
OPERATING TARGETS &
KPIS
What your customer wants
TARGET CUSTOMER
NEEDS & WANTS
MENTAL MODEL
CONTEXT & ECOSYSTEM
EXPECTATIONS OF YOUR BRAND
BEHAVIOURIAL, TECHNOLOGY &
SOCIETAL TRENDS
EXPERIENCE EXPECTATIONS & PREFERENCES
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An experience strategy identifies & articulates the most valuable
holistic experience for both the business and the customer.
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What your business wants
What your customer wants
the “win/win”
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a definition of experience strategy
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experience strategy a long-term vision, roadmap and KPIs to align every customer touch-point with your brand position & business strategy
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what your business wants
what your customers want
experience strategy
the win/win experience strategy
planning process
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experience strategy in practice
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what your business wants
what your customers want
1. Where are we today?
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what your business wants
what your customers want
1. Where are we today?
2. Where do we want to get to?
A Design Principle: Our expertise on tap
§ “When I need advice or technical help I know where to go” § “I can always access the right information when I need it”
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what your business wants
what your customers want
1. Where are we today?
2. Where do we want to get to?
3. What do we need to do?
experience strategy
Scenario 1 Problems with your card
Problems with your card
Problems with your card
Problems with your card
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what your business wants
what your customers want
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?
Our recommended roadmap 0-6 months 6-12 months 12-18 months
Consistent look & feel
Streamlined information architecture
Personalisation
Responsive design (+CMS)
Orientation & suppor t for newbies
Integrated loyalty programme
Single account
Improved registration
In-context help, on demand
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what your business wants
what your customers want
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?
experience 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’s our are 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
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Enough of my yakking
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Let’s get stuck in
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Chapter 2
Experience visioning UX STRAT 2014, Boulder, CO
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What is an experience vision?
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Inspirational Specific
Outcomes focussed Concise Sharable
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vision statement
experience design principles
future customer stories
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VISION STATEMENT § An inspirational ambition that will
inform how the experience engages and delivers to its customers and potential customers.
EXPERIENCE DESIGN PRINCIPLES § How the vision will be executed. § Core values of the user
experience. § Informed by research. § The design principles should also
be inspirational and directive.
FUTURE CUSTOMER STORIES § Creating user experiences from
inspired by the vision and executed through the design principles.
vision statement
experience design principles
future customer stories
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Running visioning workshops
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Planned & flexible Briefings & homework
Room logistics Working groups
Managing energy
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Planned & flexible Briefings & homework
Room logistics Working groups
Managing energy
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Creating visioning outputs
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Inspirational Specific
Outcomes focussed Concise Sharable
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Ideation sessions & future customer stories
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THE CUSTOMER
personas
+ customer journey
mapping +
competitor review
THE VISION
vision
statement +
experience design
principles +
future stories
INSPIRATION & IDEAS
technology
trends +
emerging behaviours
+ inspiration from other
sectors
Scenario 1 Problems with your card
Problems with your card
Problems with your card
Problems with your card
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Chapter 3
Experience roadmapping UX STRAT 2014, Boulder, CO
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What is an experience roadmap?
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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
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Running roadmapping sessions
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Underlying enablers Assessment of effort Right stakeholders
Learning the PMO language
0-6 months 6-12 months 12-18 months 0-6 months 6-12 months 12-18 months
Prioritising capability
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Underlying enablers Assessment of effort
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Underlying enablers Assessment of effort Right stakeholders
Learning the PMO language
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Creating roadmapping outputs
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Chapter 4
In summary UX STRAT 2014, Boulder, CO
TD Direct Investing February 2014 66
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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’s our are 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 @foolproof_UX @uxstrat
Start a conversation
Tim Loo [email protected] +44 7714415677 @timothyloo