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UX Strategy

A UX Strategy is the result of a series of mindful choices made about the digital future of an organization.

Creating a UX Strategy is increasingly important because of increasing user experience complexity. The proliferation of omnichannel touchpoints, technologies, and devices make it difficult to provide optimal value without an enterprise-level alignment with business goals. However, the reality is that few organizations are willing to devote resources to create a coherent UX Strategy. Instead, the Marketing group creates a product roadmap and calls that UX Strategy.

But UX groups do not need to be constrained by this reality; they can create a UX Strategy without funding or support from the business. It’s not easy. Most designers have no experience thinking strategically. It’s imagining a company as the product. US Strategy is a necessity being forced on designers because when arbitrary decisions are made that have long-term impact on the user experience, designers must understand how this decision aligns with what they believe are the long-term interests of the business and be able to argue from a strategic point of view.

Description

Schedule Time & Gather Materials

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Schedule Time:

  • Time Needed: 6 Months
Gather Materials

Gather Materials:

  • Spreadsheets
  • Whiteboards, markers
  • Market research
  • Presentation software
  • Flowcharting software
  • Prototypes
  • Access to analytics and Voice of Customer data
  • Access to personas created by other groups

Carry Out This Method

In his book, “Playing to Win,” Roger L. Martin says there are five questions that need to be answered to create a strategy. They are (paraphrased):

  1. How do we define winning?
  2. In what markets or niches do we want to be the market leader?
  3. Who will be our best customers?
  4. What capabilities do we need to win? (personnel, skills, software, processes)
  5. How will we keep score and stay on track to win?

The articles available on the Practical UX Methods site provide you with the research tools to craft a strategy.

 

Try These Tips

  • People outside of UX will be interested. Enlist their support.
  • Practice reverse engineering. When a new product is proposed, ask, “For this to be a successful product, what would have to be true?” Understand the assumptions underlying an idea because assumptions can be tested. And if assumptions are flawed, the idea is flawed.
  • The UX Strategy will likely suggest areas of investigation. Take the initiative.
  • Invest in training for the skills needed for the future.

Explore More Resources

Shipping & Delivery

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