How UX Strategy can bridge the gap between brand promise and customer reality, presented by Tim Loo, Strategy Director and Partner at Foolproof, Europe's leading experience design company. The webinar presentation was first broadcast 13 December 2011.

1. The brand experience gap
Tim Loo, UX Strategist
Webinar 13 December 2011
Photo: www.flickr.com/photos/dykstranet/100764248/

2. Agenda
What we’ll cover today
 What is the brand experience gap?
 How digital is changing consumers
 Why organisations fail to keep pace
 How user experience design tools and techniques
can be used to help brands tackle this
 How to create a planning framework for developing a
user experience strategy
 Your questions
© 2011 Foolproof Limited 2

3. Before I begin...
Some disambiguation

4. customer
Firstly some, disambiguation
experience
User experience versus
customer experience
user
experience

5. So let’s begin...
What is the brand experience gap
and why does it matter?

6. Brand matters
Brand value is real & tangible
 Accounts for a significant value of an
organisation’s market capitalisation and
drives long term shareholder value
Brand value Market cap
$71 billion $153 billion
Interbrand (2011) 12-12-11
Top 100 Brands
2011, Interbrand

7. What is brand value?
“Brand equity is a set of assets
linked to a brand’s name and
symbol that adds to the value
provided by a product or service BRAND AWARENESS
to a firm’s customers” BRAND LOYALTY
BRAND LOYALTY
PERCEIVED QUALITY
BRAND
ASSOCIATIONS
Building Strong Brands, David A. Acker

8. Definition: A brand
brand:
a person’s gut feeling
about a product,
service, or organisation.
[Image and definition: The Brand Gap, Marty Neumeier]

9. So how does business manage brand

10. The golden age of brand advertising
The
brand CUSTOMERS
message
The brand is
what you say it is

11. Smarter brand advertising
CUSTOMERS
The brand is still
what you say it is

12. The age of the digital consumer
CUSTOMERS
The brand is
what they say it is

13. So what do we mean by the brand experience gap?
BRAND EXPERIENCE
PROMISE REALITY
Photo: www.flickr.com/photos/geishaboy500/2911049059/

15. An brand advertising campaign...

16. ...creates a promise across the entirety of the experience

17. Consumers can share and uncover the brand gap in real-time

18. Consumers can share and uncover the brand gap in real-time

19. The experience is becoming brand perception
THE BRAND THE CUSTOMER EXPERIENCE
UNDERSTANDING
PROMISE RELEVANCE
CONSISTENCY
PERCEPTION AUTHENTICITY
&VALUE
DIFFERENTIATION

20. Digital makes the gap between your brand
promise and experience all too obvious
BRAND EXPERIENCE
PROMISE REALITY

21. Photo: www.flickr.com/photos/yagankiely/4885094216/
Digital is transforming consumer thinking and
behaviours and how people think about brand

22. Consumers are constantly adapting to new technologies
Search Find
Comparison sites Evaluate
UGC Authenticate
Social Share
All the above,
Mobile
all the time

23. Consumers are better than business
at integrating digital into their lives

24. Why is business so slow to adapt?

25. Product Geographic Functional Channel
Organisations live in silos

26. BRAND X
PRODUCT SALES MARKETING OPERATIONS IT RETAIL
Organisations live in silos

27. BRAND X
PRODUCT SALES MARKETING OPERATIONS IT RETAIL DIGITAL
In-store Offline Infrastructure Web
Web Online eCommerce Mobile
Contact
Social!!!
centre
Digital is still a bolt-on to many
brands and their business models

28. Silos are primarily focussed on
optimising their parts of the business

29. The result

30. The user experience feels like a patchwork
of interactions rather than a
seamless, coherent and cohesive
experience

31. Digital = The age of brand disruption
Top 100 Brands 2011, Interbrand

32. How can organisations break this cycle?

33. 1. You need leadership and sponsorship

34. 2. You need to make the connection between your
customer experience and the drivers for brand value
Experience
drivers
Experience Net
drivers Promoter
Score
Experience
drivers
Experience
drivers

35. 3. You need a vision which can inspire
and create organisational alignment

36. 4. You need a roadmap and business case
which brings this all together
UX strategy
A long-term plan to align every customer touchpoint
with your vision for user experience, and achieve a
measurable increase in commercial yield.

37. How do you create
a UX strategy?

38. A framework for UX strategy planning
1 2 3 4 5 6 7
BUSINESS PLAN &
DEFINE UNDERSTAND BENCHMARK IDEATE ENVISION
CASE ROADMAP
Defining UX Understand the Create a Ideate, co- Visualise the Develop the Develop the
success at customer measurement create and UX vision bring commercial right plan and
brand and ecosystem and framework for iterate UX value propositions to model for priorities to
organisation organisational user propositions life for success deliver benefits
level factors for UX experience stakeholders
 Focussed  Baseline current  Customer
and customers
 Company  Immersion into  Define UX key innovation performance priorities
mission & the customer performance around customer  Storyboarding  Set and validate  Business case
business model ecosystem indicators and scenarios &
 Interactive benefits case
underlying design principles  Organisation
 Target brand  Environmental prototypes assumptions
heuristics  Developed in
positioning trends in (eg. take up,  Technology
technology, beh  Benchmark and collaboration  Customer story usage)
 Values & with customers videos  Legal &
avioural and baseline the  Test service/
organisation compliance
societal change current  Iterative  Experience product
principles
experience spaces
 Organisational concepting parameters (eg.
 Strategic against existing
factors – pricing)
imperatives & and emerging
people, structure  Future UX KPIs
priorities competitors
, process
, culture
© 2011 Foolproof Limited

39. Three things you can do today
1. Complete the picture of the customer
and map their current experience &
pain-points
2. Establish experience design
principles
3. Design a customer experience vision

40. 1. Map the current customer experience
Many organisations still allow opinions about customers
to dominate decision making.
Yet most organisations have plenty of research to hand
but can’t use the insights to align stakeholders & spot
holistic problems and opportunities.

41. 1. Map the current customer experience
Turn all of your current insights into
documentation you can use to align
stakeholders and map value
 Personas
 Customer journeys maps
 Pain-points (& pleasure points)

42. 2. Establish experience design principles
Experience design principles describe the core values
of the user experience of a product or a service
Experience design principles should be aspirational
and inspiring
They form the basis for creating a vision of your future
customer experience

43. 2. Establish experience design principles
CUSTOMER BRAND
GOOD DESIGN
EXPERIENCE ASSETS &
PRINCIPLES
INSIGHT VALUES
1. Based on customer
What is the current experience research What are our brand values?
like for our customers?
 How do we want the
 What do they like?
2. Short & memorable experience to be an
expression of these?
 What are their frustrations 3. Cross-feature
and pain-points?  What are our differentiating
assets and capabilities
 What can we learn from 4. Specific
our competitors?
5. Non-conflicting
 Have they been delighted
before by similar
services/offerings? How? 6. Measurable
Why?

44. 3. Co-create a customer experience vision
Ideal customer journeys
Concept prototypes
Future customer stories
Measurable
CUSTOMERS
customer statements

45. A framework for UX strategy planning
1 2 3 4 5 6 7
BUSINESS PLAN &
DEFINE UNDERSTAND BENCHMARK IDEATE ENVISION
CASE ROADMAP
© 2011 Foolproof Limited

46. 1. Getting a sponsor (or become a sponsor)
The future of brand belongs to gate-keepers of
the customer experience

47. 1. Getting a sponsor (or become a sponsor)
Be the leader & win the land grab

48. Thank you.
Do we have any questions, John?

49. Contact
Tim Loo UX Strategist, Foolproof Ltd
tim.loo@foolproof.co.uk
@timothyloo
@foolproof_ux
Foolproof
Harella House
90-98 Goswell Road
London
EC1V 7DF
+44 (0)20 733 6700
www.foolproof.co.uk

50. This has been a Foolproof webinar
© 2011 Foolproof Limited
For more information on UX strategy
Visit www.foolproof.co.uk
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