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UX STRAT Europe 2015 - UX Strategy: today and tomorrow

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It's been an exciting time for UX professionals working in the area of experience strategy. Increasing demand for experience design thinking at the top level and overarching vision at organizational level has propelled our emerging discipline into the forefront.

So where has this all gotten us to? How successful have we been in getting our strategies to deliver real change to the plans and cultural behaviours of organisations and better outcomes for their customers. And where do we turn to for the wider skills and inspiration to lead user centered change. What is the future for the UX strategist?

Veröffentlicht in: Design
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  • @Andrea Soverini LOL! Hopefully food for thought too!
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  • Nice stuff! Now I want a burger tho...
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UX STRAT Europe 2015 - UX Strategy: today and tomorrow

  1. 1. @timothyloo #uxstrat TimLoo StrategyDirector,Foolproof UX Strategy: today & tomorrow UX STRAT Amsterdam, June 2015
  2. 2. @timothyloo #uxstrat how I think about UX* *other opinions are available
  3. 3. @timothyloo #uxstrat what users expect what actually happens
  4. 4. @timothyloo #uxstrat
  5. 5. @timothyloo #uxstrat
  6. 6. @timothyloo #uxstrat
  7. 7. @timothyloo #uxstrat
  8. 8. @timothyloo #uxstrat experience user digital customer brand service product
  9. 9. @timothyloo #uxstrat companies I work with
  10. 10. @timothyloo #uxstrat
  11. 11. @timothyloo #uxstrat
  12. 12. @timothyloo #uxstrat indiarussiataiwan japan mexico canada
  13. 13. @timothyloo #uxstrat
  14. 14. @timothyloo #uxstrat a definition of experience strategy* *other definitions are available
  15. 15. @timothyloo #uxstrat experience strategy a long-term plan to align every customer touch-point with your brand position & business strategy
  16. 16. @timothyloo #uxstrat § 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 INITIATIVES, ENABLERS & CAPABILITIES 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 an experience strategy
  17. 17. @timothyloo #uxstrat 1. fit brand, strategy & business model
  18. 18. @timothyloo #uxstrat
  19. 19. @timothyloo #uxstrat 2. alignment across touch-points, journeys & the entire relationship cycle
  20. 20. @timothyloo #uxstrat 3. focus & accountability knowing what we should do & what good looks like (and what we shouldn’t do)
  21. 21. @timothyloo #uxstrat 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
  22. 22. @timothyloo #uxstrat how I’ve helped my clients
  23. 23. @timothyloo #uxstrat a.  kick-started a lasting change in thinking & doing b.  had no long term impact
  24. 24. A personal perspective on tomorrow
  25. 25. start-up growth maturity decline reinvent REVELANCE TIME
  26. 26. @timothyloo #uxstrat where I want to play
  27. 27. @timothyloo #uxstrat driving valuable differentiation
  28. 28. @timothyloo #uxstrat chasing the right numbers
  29. 29. @timothyloo #uxstrat better organisational instincts
  30. 30. @timothyloo #uxstrat leading cultural change
  31. 31. @timothyloo #uxstrat how I plan to win
  32. 32. the strategist’s continuum being clever making stuff happen
  33. 33. being clever making stuff happen
  34. 34. being clever making stuff happen strategy frameworks methodology & toolkit “hard” UX skills managing politics creating internal advocacy standards & guidelines business cases KPIs & dashboards target operating model change management organisational design compensation & incentives programme office
  35. 35. @timothyloo #uxstrat combining impatience & resilience
  36. 36. @timothyloo #uxstrat whatever your vision…
  37. 37. @timothyloo #uxstrat …make it happen
  38. 38. @timothyloo #uxstrat thank you
  39. 39. @timothyloo #uxstrat Start a conversation Tim Loo tim.loo@foolproof.co.uk +44 7714415677 @timothyloo

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