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?

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TimLoo
StrategyDirector,Foolproof
UX Strategy:
today & tomorrow
UX STRAT Amsterdam, June 2015

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how I think about UX*
*other opinions are available

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what
users
expect
what
actually
happens

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experience
user
digital
customer
brand
service
product

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companies I work with

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indiarussiataiwan
japan mexico canada

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a definition of
experience strategy*
*other definitions are available

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experience strategy
a long-term plan to align every customer
touch-point with your brand position &
business strategy

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§ 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

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1. fit
brand, strategy
& business model

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2. alignment
across touch-points, journeys
& the entire relationship cycle

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3. focus & accountability
knowing what we should do
& what good looks like
(and what we shouldn’t do)

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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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how I’ve helped my clients

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a. kick-started a lasting change
in thinking & doing
b. had no long term impact

25. A personal perspective on tomorrow

26. start-up
growth
maturity
decline
reinvent
REVELANCE
TIME

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where I want to play

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driving valuable
differentiation

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chasing the
right numbers

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better
organisational instincts

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leading
cultural change

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how I plan to win

33. the strategist’s continuum
being
clever
making stuff
happen

34. being
clever
making stuff
happen

35. 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

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combining
impatience & resilience

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whatever your vision…

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…make it happen

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thank you

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