My Day 1 presentation to UX Hong Kong 2013 - Asia's premier experience design conference.

1. UX Strategy: Redesigning business
Tim Loo Strategy Director, Foolproof
UX Hong Kong 2013

2. My twitter handle: @timothyloo
My company: @foolproof_ux
This conference: #uxhk2013
My subject: #uxstrategy

3. So…why redesign business?

4. Many businesses are routinely
failing to create meaningful and
mutually valuable experiences for
their customers

5. The experience gap
Where you want to be…
Business Strategy Brand Strategy
How well does your organisation connect?
Culture, Organisation Experience Design
& Governance Capability
Where you actually are…
Customer Experience

6. Some common theories

7. Theory #1
Business is evil

8. Theory #2
Business only cares
about shareholders

9. Theory #3
Business is
incompetent

10. BUSINESS UX ADVISOR
Photo Credit: http://www.flickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517

11. Maybe the root causes aren’t so sinister

12. Proliferation of
digital
touch-points &
channels

13. Proliferation of Inward facing
digital culture &
touch-points & management,
channels poor alignment

14. creates

15. Accidental
user experience

16. User experience strategy
A long-term vision, roadmap and KPIs
to align every customer touch-point
with your brand position and business
strategy

17. Foolproof Experience Strategy Framework
BUSINESS BRAND
STRATEGY STRATEGY
UX
STRATEGY
CULTURE, ORGANISA EXPERIENCE
TION & DESIGN
GOVERNANCE

18. Foolproof Experience Strategy Framework
BUSINESS BRAND
STRATEGY STRATEGY
CUSTOMER & BUSINESS
CURRENT STATE
UX VISION & PRINCIPLES
ROADMAP & BENEFITS CASE
METRICS, TARGETS & INCENTIVES

19. We have the methods & toolkit…

20. …but do we have all the skills?

21. I asked 100 UX leaders what stops our
advice happening in business

22. Source: Making UX Happen survey of top 3 barriers (100 respondents)

23. THE
BUSINESS PROJEC UX ADVISOR
T
Inertia and
resistance to
change
Driven by Lack of
consultant
technology
Politics & Lack of
senior-level and constraints
skills &
experience
organisational client sponsor
for UX
silos Low
Lack of stakeholder Ineffective
Client lack of
commitment communication
vision, strategy
and business to UX engagement
-case
in UX & persuasion
Client doesn't
measure Lack of
Client doesn't Lack of time
or understand understand budget Consultant
UX processes
the value of UX & agency
Lack of attitudes
resources
Source: Making UX Happen survey of top 3 barriers (100 respondents)

24. To redesign business we might have
to first redesign ourselves

25. BUSINESS UX ADVISOR
Photo Credit: http://www.flickr.com/photos/76029035@N02/6829415429 Photo Credit: http://www.flickr.com/photos/37891053@N03/3909773517

26. Let’s talk about it.

27. Thank you.

28. My twitter handle: @timothyloo
My company: @foolproof_ux
This conference: #uxhk2013
My subject: #uxstrategy