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 aďŹliation of the speaker(s), nor
that of any other participant, may be revealed.
4. Team exercise
4Š 2013 Foolproof Limited
With the person next to you, discuss and capture:
You have 5 minutes.
§ď§âŻ What are your goals for todayâs session?
§ď§âŻ What does good look like?
5. Team exercise
5Š 2013 Foolproof Limited
Now in your table team discuss and agree on:
You have 15 minutes.
§ď§âŻ Whatâs our single goal for todayâs session?
7. Team exercise
7Š 2013 Foolproof Limited
In your teams discuss and capture:
You have 15 minutes.
§ď§âŻ What are the behaviours and pain-points of
an organisation without a UX strategy?
8. The experience gap
Business Strategy
Where you want to beâŚ
Brand Strategy
Where you actually areâŚ
Customer Experience
Culture, Organisation
& Governance
Experience Design
Capability
How well does your organisation connect?
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
12. Foolproof Experience Strategy Framework
BRAND
Â
Â
STRATEGY
Â
BUSINESS
Â
Â
STRATEGY
Â
HOW
 WILL
 WE
 KNOW
 WEâRE
 ON
 THE
 RIGHT
 TRACK?
Â
WHATâS
 OUR
 PRIORITISED
 PLAN?
Â
WHERE
 DO
 WE
 WANT
 TO
 GET
 TO?
Â
WHERE
 ARE
 WE
 TODAY?
Â
13. §ď§âŻWhatâs the environment and ecosystem of our target customers?
§ď§âŻWhatâs the current customer story, priorities and pain-points?
§ď§âŻWhat are our pain-points in aligning our priorities & activities?
§ď§âŻWhatâs our are vision for the holistic user experience?
§ď§âŻWhat are our guiding principles for target experience?
§ď§âŻWhat are our future customer stories and outcomes?
§ď§âŻWhatâ are the gaps between the vision and reality?
§ď§âŻHow will we prioritise to create focus and value?
§ď§âŻWhatâs our roadmap for change and innovation?
§ď§âŻWhat are key performance indicators and
targets for transforming the user experience?
§ď§âŻHow will we incentivise the right behaviours?
§ď§âŻWhatâs our business vision and target position in the market?
§ď§âŻHow do we create competitive advantage through our activities?
§ď§âŻWhatâs our brand promise and our brand values & assets?
§ď§âŻWho are our target customers & how do we want them to feel about us?
Foolproof Experience Strategy Framework
Š 2013 Foolproof Limited
BRAND
Â
Â
STRATEGY
Â
BUSINESS
Â
Â
STRATEGY
Â
METRICS,
 TARGETS
 &
 INCENTIVES
Â
ROADMAP
 &
 BENEFITS
 CASE
Â
UX
 VISION
 &
 PRINCIPLES
Â
CUSTOMER
 &
 BUSINESS
Â
CURRENT
 STATE
Â
14. UX
 Strategy
 is
 about
 crea9ng
Â
Â
business
 change
 &
 transformaLon
Â
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
14Š 2013 Foolproof Limited
16. Team exercise
16Š 2013 Foolproof Limited
In your teams discuss and capture:
You have 15 minutes.
§ď§âŻ Who
 are
 potenLal
 owners
 for
 UX
 strategy
 in
 an
Â
organisa9on?
Â
Â
§ď§âŻ What
 other
 important
 stakeholders
 might
 need
 to
Â
be
 engaged?
Â
§ď§âŻ What
 are
 challenges
 of
 engaging
 with
 this
Â
audience?
Â
18. EďŹec9ve
 stakeholder
 engagement
 &
 communica9on
Â
focuses
 on
 stakeholder
 needs
Â
In summary
18Š 2013 Foolproof Limited
§ď§âŻ Big picture
§ď§âŻ Concise & relevant
§ď§âŻ Emotionally engaging
§ď§âŻ Linked to business
outcomes
Personas
Stories
Pain-points
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:
§ď§âŻ The emotion someone would feel
§ď§âŻ What causes that emotion
31. Team exercise: Pain-points
31Š 2013 Foolproof Limited
In your teams discuss and capture:
You have 20 minutes.
§ď§âŻ Map all key touch-points and interactions
from the customerâs perspective
§ď§âŻ Ensure that you pain-points succinctly
capture how the customer feels and what
happened
32. Travelling overseas with your credit card
Customer journey
Posi9ve
Â
experiences
Â
Nega9ve
Â
experiences
Â
Before
 travel
 Away
 from
 home
 Back
 home
Â
33. Team exercise: Clustering super pain-points
33Š 2013 Foolproof Limited
In your teams discuss and capture:
You have 20 minutes.
§ď§âŻ Group together pain-points by key themes
§ď§âŻ Think about diďŹerent pain-points may create
common feelings
§ď§âŻ Use customer language
34. Creating alignment and agreement is as
important presenting the evidence
In summary
34Š 2013 Foolproof Limited
§ď§âŻ Collaboration
through workshops
§ď§âŻ Data visualisation
§ď§âŻ Storytelling
§ď§âŻ Creating focus
§ď§âŻ Pain-point
mapping
§ď§âŻ 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.⯠SpeciďŹc
5.⯠Non-conďŹicting
6.⯠Measurable
What is the current
experience of our customers?
§ď§âŻ What do they like?
§ď§âŻ What are their
frustrations and pain-
points?
§ď§âŻ What can we learn from
our competitors?
§ď§âŻ Have they been delighted
before by similar services/
oďŹerings? How? Why?
What are our brand values?
§ď§âŻ How do we want the
experience to be an
expression of these?
§ď§âŻ What are our diďŹerentiating
assets and capabiliities
Good experience design principles
41. 4
Â
Â
Â
Â
ExperLse
 on
 tap
Â
§ď§âŻ When
 I
 need
 advice
 or
 technical
 help
 I
 know
 where
 to
 go
Â
§ď§âŻ I
 can
 always
 access
 the
 right
 informa9on
 when
 I
 need
 it
Â
Â
Â
Design
 principles
Â
42. Team exercise
42Š 2013 Foolproof Limited
In your teams discuss and capture:
You have 30 minutes.
§ď§âŻ Using your super pain-points as a starting
point, create design principles which
describe in customer language how the
experience should feel
§ď§âŻ Include measurable customer statements
44. @timothyloo #UXSTRAT
Create
 new
 future
 stories
 for
Â
customers
 showing
 outcomes
 (not
Â
outputs
 or
 speciďŹc
 features)
 based
 on
Â
the
 design
 principles
45. Team exercise
45Š 2013 Foolproof Limited
In your teams discuss and capture:
You have 30 minutes.
§ď§âŻ 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?
54. Foolproof Experience Strategy Framework
BRAND
Â
Â
STRATEGY
Â
BUSINESS
Â
Â
STRATEGY
Â
METRICS,
 TARGETS
 &
 INCENTIVES
Â
ROADMAP
 &
 BENEFITS
 CASE
Â
UX
 VISION
 &
 PRINCIPLES
Â
CUSTOMER
 &
 BUSINESS
Â
CURRENT
 STATE
Â