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What is Experience Strategy? by Tim Loo for DesignSingapore Council

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On the 26 August 2014, Tim Loo, Strategy Director at Foolproof, presented "What is Experience Strategy?" at special event organised by DesignSingapore Council and hosted at the National Design Centre, Singapore. This is a shareable version on that presentation.

Veröffentlicht in: Design
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What is Experience Strategy? by Tim Loo for DesignSingapore Council

  1. 1. @timothyloo @foolproof_UX #foolproofSG What is Experience Strategy? DesignSingapore Council, 26 August 2014 Tim Loo Strategy Director, Foolproof
  2. 2. @timothyloo @foolproof_UX #foolproofSG “So why do we need an experience strategy?”
  3. 3. {INSERT YOUR BRAND HERE} YOUR BUSINESS YOUR CUSTOMERS How well does your organisation connect?
  4. 4. 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)
  5. 5. @timothyloo @foolproof_UX #foolproofSG
  6. 6. @timothyloo @foolproof_UX #foolproofSG The experience strategy gap
  7. 7. @timothyloo @foolproof_UX #foolproofSG strategy STRATEGIC GOALS STRATEGIC PROGRAMMES PROJECTS (TACTICS) goa l A goa l B goa l C program me X progra mme Y pro gramme Z project Q WORKSTREAMS TASKS BUSINESS STRATEGY
  8. 8. @timothyloo @foolproof_UX #foolproofSG strategy STRATEGIC GOALS STRATEGIC PROGRAMMES PROJECTS (TACTICS) goa l A goa l B goa l C program me X progra mme Y pro gramme Z project Q WORKSTREAMS TASKS BUSINESS STRATEGY Is there a clear connection between our business strategy and experience design?
  9. 9. @timothyloo @foolproof_UX #foolproofSG Bringing the customer into experience strategy planning
  10. 10. @timothyloo @foolproof_UX #foolproofSG What your business wants What your customer wants
  11. 11. @timothyloo @foolproof_UX #foolproofSG PURPOSE, VISION & MISSION What your business wants BUSINESS STRATEGY & GOALS BRAND BUSINESS VALUE MODEL OPERATING TARGETS & KPIS MARKET POSITIONING
  12. 12. @timothyloo @foolproof_UX #foolproofSG PURPOSE, VISION & MISSION What your business wants BUSINESS STRATEGY & GOALS BRAND BUSINESS VALUE MODEL OPERATING TARGETS & KPIS MARKET POSITIONING TARGET CUSTOMER NEEDS & WANTS What your customer wants CONTEXT & ECOSYSTEM EXPECTATIONS OF YOUR BRAND MENTAL MODEL BEHAVIOURIAL, TECHNOLOGY & SOCIETAL TRENDS EXPERIENCE EXPECTATIONS & PREFERENCES
  13. 13. @timothyloo @foolproof_UX #foolproofSG An experience strategy identifies & articulates the most valuable future holistic experience for both the business and the customer.
  14. 14. @timothyloo @foolproof_UX #foolproofSG What your business wants What your customer wants the “win/win”
  15. 15. @timothyloo @foolproof_UX #foolproofSG a definition of experience strategy
  16. 16. @timothyloo @foolproof_UX #foolproofSG experience strategy a long-term vision, roadmap and KPIs to align every customer touch-point with your brand position & business strategy
  17. 17. @timothyloo @foolproof_UX #foolproofSG what your business wants what your customers want the win/win experience strategy planning process experience strategy
  18. 18. @timothyloo @foolproof_UX #foolproofSG experience strategy in practice
  19. 19. @timothyloo @foolproof_UX #foolproofSG what your business wants what your customers want 1. Where are we today?
  20. 20. 1. Where are we today?
  21. 21. @timothyloo @foolproof_UX #foolproofSG what your business wants what your customers want 1. Where are we today? 2. Where do we want to get to?
  22. 22. 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”
  23. 23. “I like that I can quickly place an order for the products I frequently buy. Everything I need to know about the products 2 is at my fingertips.” “It’s really clear to me what products are available and 3 when I’m realistically going to get them.”
  24. 24. @timothyloo @foolproof_UX #foolproofSG 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
  25. 25. Scenario 1 Problems with your card Problems with your card Problems with your card Problems with your card 3. What do we need to do?
  26. 26. @timothyloo @foolproof_UX #foolproofSG 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?
  27. 27. Single account Consistent look & feel Personalisation Integrated loyalty programme Responsive design (+CMS) Streamlined Info Architecture Orientation & support for newbies Improved registration In-context help, on demand Social engagement NFC technology Seat reservation Multi-screen gameplay Game finder & metadata Customisable toolbar Personal game schedule MAX application on own devices High Low Impact on customer experience 4. What’s our plan?
  28. 28. 0-0-6 6 months months 6-12 6-12 months months 12-112-81 8m moonntthhss Prioritising capability
  29. 29. Our recommended roadmap 0-6 months 6-12 months 12-18 months Consistent look & feel Streamlined information architecture Responsive design (+CMS) Personalisation Orientation & support for newbies Single account Integrated loyalty programme Improved registration In-context help, on demand
  30. 30. @timothyloo @foolproof_UX #foolproofSG 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
  31. 31. @timothyloo @foolproof_UX #foolproofSG 5. How will we know we’re on track?
  32. 32. @timothyloo @foolproof_UX #foolproofSG A framework for creating experience strategy § 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?
  33. 33. @timothyloo @foolproof_UX #foolproofSG Are you up for the challenge?
  34. 34. @timothyloo @foolproof_UX #foolproofSG Thank you. Let’s talk.
  35. 35. @timothyloo @foolproof_UX #foolproofSG Start a conversation Tim Loo tim.loo@foolproof.co.uk +44 7714415677 @timothyloo

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