Strategy is a holistic look at product, brand, engineering and design. Carving up unique silos of strategy practice reduces collaboration, increases process bloat and results in slower time to market. This talk describes why identifying a separate user experience strategy falls into this trap and what can be done about it.
12. THERE’S NO SUCH THING AS UX STRATEGY
GOTHELF.CO / @JBOOGIE
STRATEGY IS ESSENTIALLY AN
INTENT RATHER THAN A PLAN.
Steven Bungay, Art of Action (2011)
13. THERE’S NO SUCH THING AS UX STRATEGY
GOTHELF.CO / @JBOOGIE
A STRATEGY IS A SET OF
HYPOTHESES ABOUT CAUSE
AND EFFECT.
Robert Kaplan & David Norton (1996)
15. THERE’S NO SUCH THING AS UX STRATEGY
GOTHELF.CO / @JBOOGIE
THE RAPIDLY GROWING RANKS OF UX STRATEGISTS USE
DATA FROM CUSTOMER AND MARKET RESEARCH, UX
RESEARCH, ANALYTICS, MARKET AND SALES DATA,
COMPETITIVE ASSESSMENTS, AND MANY OTHER SOURCES
TO PRODUCE A GAME PLAN, OR NORTH STAR, FOR THEIR
UX, CX, PRODUCT, OR SERVICE DESIGN EFFORTS.
Paul Bryan
(http://uxstrat.com/blog/what-is-ux-strategy/)
16. THERE’S NO SUCH THING AS UX STRATEGY
GOTHELF.CO / @JBOOGIE
UX STRATEGY IS NOT A
NORTH STAR.
Jaime Levy, Author “UX Strategy”
17. THERE’S NO SUCH THING AS UX STRATEGY
GOTHELF.CO / @JBOOGIE
IT’S THE VISION OF A SOLUTION THAT NEEDS TO BE VALIDATED WITH
REAL POTENTIAL CUSTOMERS TO PROVE THAT IT’S DESIRED IN THE
MARKETPLACE. ALTHOUGH UX DESIGN ENCOMPASSES NUMEROUS
DETAILS SUCH AS VISUAL DESIGN, CONTENT MESSAGING, AND HOW
EASY IT IS FOR A USER TO ACCOMPLISH A TASK, UX STRATEGY IS THE
“BIG PICTURE.” IT IS THE HIGH-LEVEL PLAN TO ACHIEVE ONE OR
MORE BUSINESS GOALS UNDER CONDITIONS OF UNCERTAINTY
Jaime Levy, Author “UX Strategy”
18. THERE’S NO SUCH THING AS UX STRATEGY
GOTHELF.CO / @JBOOGIE
UX STRATEGY IS A LONG-TERM PLAN
TO ALIGN EVERY CUSTOMER
TOUCHPOINT WITH YOUR VISION FOR
USER EXPERIENCE.
Tim Loo, Strategy Director, Foolproof UK
19. GOTHELF.CO / @JBOOGIE
THE CHALLENGES OF
DEFINING UX STRATEGY ARE
REFLECTED IN THE
CHALLENGES OF EXECUTING IT
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20. GOTHELF.CO / @JBOOGIE
TO BUILD COLLABORATIVE TEAMS
WE EMPHASIZE SKILLS NOT ROLES
THEREFORE
WE MUST EMPHASIZE
COMPREHENSIVE STRATEGY, NOT
DISCIPLINE-SPECIFIC STRATEGY
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21. THERE’S NO SUCH THING AS UX STRATEGY
GOTHELF.CO / @JBOOGIE
AN EXPERIENCE STRATEGY IS THAT COLLECTION OF ACTIVITIES
THAT AN ORGANIZATION CHOOSES TO UNDERTAKE TO DELIVER A
SERIES OF (POSITIVE, EXCEPTIONAL) INTERACTIONS WHICH, WHEN
TAKEN TOGETHER, CONSTITUTE AN (PRODUCT OR SERVICE)
OFFERING THAT IS SUPERIOR IN SOME MEANINGFUL, HARD-TO-
REPLICATE WAY; THAT IS UNIQUE, DISTINCT & DISTINGUISHABLE
FROM THAT AVAILABLE FROM A COMPETITOR.
Steve Baty, Founder, Meld Studios (2009)
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22. THERE’S NO SUCH THING AS UX STRATEGY
GOTHELF.CO / @JBOOGIE
THE STRATEGY YOU DEVELOP FOR YOUR PRODUCT
OUGHT NOT EVOLVE IN ISOLATION. EVEN THOUGH THE
VALUE OF USER EXPERIENCE IS CLEAR, YOUR OVER-
ARCHING REASONS FOR PROVIDING SOMETHING
SHOULD BE CONSIDERED WITH EQUAL WEIGHT.
Indi Young, Author Mental Models (2008)
23. THERE’S NO SUCH THING AS UX STRATEGY
GOTHELF.CO / @JBOOGIE
USER EXPERIENCE STRATEGY IMPLIES THAT IT’S SET
APART FROM, SAY THE BUSINESS STRATEGY, OR THE
MARKETING STRATEGY, OR EVEN THE PRODUCT
STRATEGY AND IT SHOULDN’T BE. STRATEGY COMES
FROM THIS COLLECTIVE VISION OF THE BUSINESS
AND ITS CUSTOMERS.
Holly North, UX Designer @ Medianorth as quoted in “UX Strategy”
24. THERE’S NO SUCH THING AS UX STRATEGY
GOTHELF.CO / @JBOOGIE
YOU CAN LOOK AT DESIGN IN STRATEGIC WAYS BUT I
DON'T THINK THE OUTPUTS OF THAT DESERVE THEIR
OWN LABEL. THEY FEED INTO PRODUCT STRATEGY,
MARKETING STRATEGY AND CUSTOMER SERVICE
STRATEGY.
Cennydd Bowles, Designer (2014)
32. GOTHELF.CO / @JBOOGIE
THERE’S NO SUCH THING AS UX STRATEGY
PRODUCT STRATEGY ASKS THE FOLLOWING QUESTIONS
▸ Who are you building the product for?
▸ What problem are you solving for these people?
▸ How will you solve it?
▸ How will you attract initial users?
▸ How will you retain users?
▸ How will you make money?
▸ Who are you competing against?
▸ How is your product different/better than the competition?
▸ How will your product look? Behave?
38. GOTHELF.CO / @JBOOGIE
EXAMPLE:
WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE
COMPARISON SERVICE THAT DELIVERS GEO-TARGETED
PRODUCT LISTINGS WILL INCREASE CUSTOMER
RETENTION, SALES AND DRIVE NEW USER ACQUISITION.
39. GOTHELF.CO / @JBOOGIE
EXAMPLE:
WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE
COMPARISON SERVICE THAT DELIVERS GEO-TARGETED
PRODUCT LISTINGS WILL INCREASE CUSTOMER
RETENTION, SALES AND DRIVE NEW USER ACQUISITION.
A HYPOTHESIS STATEMENT
40. GOTHELF.CO / @JBOOGIE
EXAMPLE:
WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE
COMPARISON SERVICE THAT DELIVERS GEO-TARGETED
PRODUCT LISTINGS WILL INCREASE CUSTOMER
RETENTION, SALES AND DRIVE NEW USER ACQUISITION.
BUSINESS STRATEGY
41. GOTHELF.CO / @JBOOGIE
EXAMPLE:
WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE
COMPARISON SERVICE THAT DELIVERS GEO-TARGETED
PRODUCT LISTINGS WILL INCREASE CUSTOMER
RETENTION, SALES AND DRIVE NEW USER ACQUISITION.
PRODUCT/ENGINEERING STRATEGY
42. GOTHELF.CO / @JBOOGIE
EXAMPLE:
WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE
COMPARISON SERVICE THAT DELIVERS GEO-TARGETED
PRODUCT LISTINGS WILL INCREASE CUSTOMER
RETENTION, SALES AND DRIVE NEW USER ACQUISITION.
UX STRATEGY
43. GOTHELF.CO / @JBOOGIE
EXAMPLE:
WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE
COMPARISON SERVICE THAT DELIVERS GEO-TARGETED
PRODUCT LISTINGS WILL INCREASE CUSTOMER
RETENTION, SALES AND DRIVE NEW USER ACQUISITION.
SUCCESS CRITERIA/BUSINESS GOALS
54. GOTHELF.CO / @JBOOGIE
ID
PRODUCT STRATEGY:
SEAMLESS USER EXPERIENCE
REDUCED COST OF LABOR
UBIQUITOUS PRESENCE
CROSS-CHANNEL DATA COLLECTION
55. GOTHELF.CO / @JBOOGIE
ID
PRODUCT STRATEGY:
SEAMLESS USER EXPERIENCE
REDUCED COST OF LABOR
UBIQUITOUS PRESENCE
CROSS-CHANNEL DATA COLLECTION
DEEP CONSUMER INSIGHTS
56. GOTHELF.CO / @JBOOGIE
WORKING TOGETHER AS A COLLABORATIVE TEAM TO
STRENGTHEN OUR PRODUCT STRATEGY HYPOTHESES
MEANS WE'RE ALWAYS OPTIMIZING THE WEAKEST
PARTS OF THAT STRATEGY.
SOMETIMES THAT'S UX AND OTHER TIMES IT'S NOT.
57. GOTHELF.CO / @JBOOGIE
AT THE END OF THE DAY THIS IS A LOVE STORY…
…A BRINGING TOGETHER OF PRODUCT MANAGEMENT
AND UX (AND ENGINEERING).