Experience Planning: insights to actions

Experience planning is taking over the world. It is a brilliant way of getting under the skin of our customers. To empathise with them and walk in their shoes. It allows us to very easily bring their everyday into our world, which in turns means we build more sticky, immersive brands and communications.

1) Preparation is everything - Immersion both in terms of your business, brand and customer is key in delivering the best possible outcome for this scope of work. You will need to analyse both internally (stakeholders brand, business) and externally (customers, competition, market trends etc) to gain a greater understanding of your world in order to prepare the most effective workshops as possible.

Inputs: Segmentation models, personas (use cases), trend analyses, business & brand understanding.

2) Collaboration and ownership - Now comes the workshop, I believe the most productive workshops and work streams are inclusive, bringing out the very best ideas and contributions of our most valuable asset: your people. (Ensure you have a representation from each department).

Outputs: "As Is" journeys, "To Be" journeys, UX/product and services/ cultural examples, illustrations and hi-fidelity playback, group learnings, integrated comms pitch.

3) Productivity & pragmatism - With limited time and resource, you need to ensure that you’re maximising the time spent together as a working team through the required changes. Working in sprints and adopting methodologies from agile development you will deliver tangible results and in doing so a sense of ownership that ensures the critical adoption of new thinking.

Inputs: Produce a series of simple “experience architectures” (one per persona) which illustrate how the new experience starts to live across UX, Product, Service and Internal Culture. These would sit at a very high level, not diving into the detail of UX or technical requirements, rather instead showing how our ideas are plotted against a wider (and importantly new) consumer experience.

Outputs: Development of a priority backlog and sprint teams based on the priority advancements, changes and developments of the experience architectures.

The better prepared you are, the greater the benefit you will reap. In order to ensure you’re giving yourself the best possible chance of success I would suggest an intensive research run up to the workshop. Rinse as much value as possible from existing work to date as well as creating specific external stimulus.

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