User Experience Design

CHAPTER 20EXPERIENCE VISION PLAY: How do I create an experience vision that activates my organization?

Most of the organizations we interact with do not have a clear vision for their users’ experience. An experience vision is the aspirational world‐class experience you want your users to have and it’s a north star for your team to understand, rally around, and align with on a consistent basis. The experience vision play will help you understand how to create and activate an effective vision in your organization.

Why Do You Need the Experience Vision play?

This play will allow your business to:

• Ensure that everyone in your organization is marching to the same goal;
• Leapfrog your competitors by offering a differentiated and world‐class experience;
• Gain greater customer loyalty and satisfaction;
• Help transform your organization into a purpose‐driven organization.

Who Are the Key players in the Experience Vision play?

ROLE	WHO’S INVOLVED	RESPONSIBILITIES
DRIVER	Experience strategist Chief experience officer	Identify and communicate the vision with their partners; Govern the tracking of talent performance against the ladder.
CONTRIBUTOR	Peer practitioners, ...