What is Experience Strategy? by Tim Loo for DesignSingapore Council

@timothyloo @foolproof_UX #foolproofSG
What is
Experience Strategy?
DesignSingapore Council, 26 August 2014
Tim Loo
Strategy Director, Foolproof

“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)

The experience strategy gap

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

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?

Bringing the customer into
experience strategy planning

What your
business wants
What your
customer wants

PURPOSE,
VISION &
MISSION
What your
business wants
BUSINESS
STRATEGY &
GOALS
BRAND
BUSINESS
VALUE
MODEL
OPERATING
TARGETS &
KPIS
MARKET
POSITIONING

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

An experience strategy identifies &
articulates the most valuable future
holistic experience for both the
business and the customer.

What your
business wants
What your
customer wants
the “win/win”

a definition of
experience strategy

experience strategy
a long-term vision, roadmap and KPIs to
align every customer touch-point with
your brand position & business strategy

what your
business wants
what your
customers want
the win/win
experience strategy
planning process
experience strategy

experience strategy
in practice

what your
business wants
what your
customers want
1. Where are we today?

what your
business wants
what your
customers want
2. Where do we want
to get to?

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”

“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.”

what your
business wants
what your
customers want
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
3. What do we need to do?

what your
business wants
what your
customers want
2. Where do we want
to get to?
3. What do we need
to do?
4. What’s our plan?

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

0-0-6 6 months
months
6-12 6-12 months
months
12-112-81 8m moonntthhss
Prioritising capability

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

what your
business wants
what your
customers want
2. Where do we want
to get to?
3. What do we need
to do?
5. How will we know
we’re on track?
experience strategy

5. How will we know we’re on track?

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
2. Where do we want
to get to?
3. What do we need
to do?
5. How will we know
we’re on track?

Are you up for the challenge?

Thank you. Let’s talk.

Start a conversation
Tim Loo
tim.loo@foolproof.co.uk
+44 7714415677
@timothyloo

What is Experience Strategy? by Tim Loo for DesignSingapore Council

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