Strategy & planning

A planned approach to user experience design

User experience design has established itself as an essential activity for business, but it is often practiced as a tactical discipline.

Things are starting to change. The Strategy & Planning team at Foolproof works with international brands who see user experience as a sustainable source of competitive advantage.

We do three main types of work:

User experience strategy

This is a long-term business strategy to improve, measure and manage the customer experience through digital channels.

Consumer behaviour and attitudes are changing fast as technology creates new possibilities and the exchange of new ideas. Most businesses are not keeping pace with this change. We can help you create a clear understanding how your business needs to serve its customers, and work out how to harness technology to do it.

We can also help you prioritise, working out a roadmap of improvement for the user experience and helping senior stakeholders understand the case for investment.

User experience strategy needs to be shared and understood across your business, so our outputs are straightforward and written in plain English.

UX measurement

Good measurement is the foundation for managing user experience in the long term. In the age of big data and analytics it’s tempting to measure everything and hope that patterns and insights will present themselves naturally. They won’t.

We focus on the measures which are meaningful to your business and your customers. By measuring what matters you can make better design decisions and have the right conversations with your business about investment and resource priorities.

We also help create a connection between your long-term measures of business success (like satisfaction, loyalty, preference, referral) and tactical measures (like sales, user journeys, content engagement). This helps you identify the user experience improvements which are likely to create the most value. It also gives you evidence to explain the connection between good user experience and long-term business value.

Design strategy

This is a plan for the design of a discrete component of the user experience like a new product, service, journey or interaction.

There can’t be a rigid playbook as every project has different goals, commercial context, user groups and technology. But there are some common components: a clear articulation of the outcomes we are trying to create for both the client and its customers; research and data insight which open up the design space; a creative brief to focus thinking; a plan for project management and communications.

Good design strategy helps us tackle the most complex briefs, reducing uncertainty and risk right from the outset. At the same time it reveals creative opportunities which lead to bold new experiences.

Get in touch if you'd like to start a conversation with someone on the Strategy and Planning team.

Our other practices

Strategy and Planning informs the direction for our other practices. You can explore these here, or see how we weave it all together in How we work.