The document discusses UX strategy and experience strategy. It provides a definition of experience strategy as "a long-term plan to align every customer touch-point with your brand position & business strategy." It then outlines a framework for creating an experience strategy, including understanding the current customer experience, creating an experience vision and principles, defining initiatives and an experience roadmap, and establishing key performance indicators. The document emphasizes that experience strategy requires big picture thinking, communication skills, an understanding of business metrics, leadership abilities, and persistence. It also notes that experience strategy is a collaborative effort.

1. @timothyloo @uxpauk #uxstrategy
TimLoo
StrategyDirector,Foolproof
What is UX Strategy?
UXPA UK, April 2015

2. @timothyloo @uxpauk #uxstrategy
How I think about
UX

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What
users
expect
What
actually
happens

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indiarussiataiwan
japan mexico canada

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experience
user
digital
customer
brand
service
product

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How I think about
UX strategy

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fit
brand, strategy
& business model

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

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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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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
Is there a clear
connection between our
strategy & goals and
experience design &
management?

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a definition of
experience strategy

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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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experience strategy
in practice

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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
INNOVATION,
INITIATIVES &
ENABLERS
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 experience strategy

24. @timothyloo @uxpauk #uxstrategy
So you want to
be a strategist?

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my experience
big picture
communication
numbers
leadership
persistence

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Experience strategy
is a team sport

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Thank you

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