UX StrategyWhat’s All the Fuss about this Rapidly Growing
Practice?
March 6, 2014
Janice James
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Introductions Setting Expectations Define UX Strategy A Little Bit of History Focusing on the Why? How? Or What? The Implications of UX Strategy UX Strategy Any Time Why UX Strategy is Important
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Agenda
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Introductions
Janice James
User Experience Research, Evaluation and [email protected]@janicej29
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Interaction Designers? UX Researchers? Both Visual Designers? Developers? Information Architects? Technical Writers? Other?
March 6, 2014
Who are you?
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Not a “how to” presentation Tonight’s discussion is exclusive of any
development methodology
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Setting Expectations
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What is UX Strategy?
What is UX Strategy?
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Graduate Degrees in Design Strategy
MBA in Design Strategy California College of the Arts (SFO) https://www.cca.edu/academics/graduate/strategy-mba
Strategic Design and Management, MS Parsons (New York) http://www.newschool.edu/parsons/masters-design-management
/ Strategic Design MBA
Philadelphia University http://www.philau.edu/strategicdesignmba/
Design Management MPS Pratt Institute (Brooklyn) http://www.pratt.edu/academics/art_design/art_grad/design_management
Masters of Arts in Design Strategy + Innovation RMCAD – Rocky Mountains College of Art and Design http://www.rmcad.edu/academics/design-strategy-innovation
Etc.
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UX Design Strategy Conference
http://www.uxstrat.com/
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What is UX Strategy?
March 6, 2014
UX Strategy is about building a rationale that guides user experience design efforts for the foreseeable future.” – Paul Bryan
UX Strategy is about context; the experience. It’s not about the product. It’s not about the features. Strategy focuses on intent, goals, mission, vision, and culture. - Nathan Shedroff, Associate Chair, California College of the Arts
Design strategy is a collaborative process to understand what to design before you design it; a plan to align business objectives with design goals; documentation to align stakeholders, colleagues & investors with your plan of attack. - Chris Avore, Managing Director: Product Design, NASDAQ
Experience strategy is that collection of activities that an organization chooses to undertake to deliver a series of interactions which, when taken together, constitute a product or service offering that is superior in a meaningful, hard to replicate way; that is unique, distinct & distinguishable from that available from a competitor. – Steve Batty, VP IxDA
Design strategy: defines the design activities within the constraints of time and resources . . . To help the designer select the best mix of creative and rational methods. - Richard Branham, Alp Tiritoglu,
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The process of carefully framing a project of what to design before you figure out how it should be designed. – Brandon Schauer, Adaptive Path
What is UX Strategy?
The reality is that there is no such thing as UX strategy. There is only product strategy. UX strategy is part of product strategy. It is not its own thing. Calling it out as such further isolates designers from their colleagues in “the business” and does nothing to actually drive the value of a holistic user experience into the org’s mainstream conversations. Instead designers should work to inform a product strategy conversation that considers not only the UX but the business’ and product’s success factors as well. - Jeff Gothelf
User experience strategy is about listening. Both how intelligently companies listen and what they do with the information once they’ve obtained it contribute to a company’s ability to implement a successful experience strategy.—Jordan Julien, Experience Strategy Consultnat
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Which is it?
March 6, 2014
UX methods we use to create a good user experience?
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Which is it?
March 6, 2014
Is it the user experience we create, as a result of our designs, to differentiate our products and services?
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It’s Both and More
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The collaboration of a cross-functional team
Implementation of UX activities to understand the “why” and create the “how”—to support the business goals
The use of data to formulate a design
A resulting design that provides users a useful, engaging product or service that is delightful
The best way to communicate a UX strategy is to ensure that everyone is first involved in designing that strategy together.—Dan Szuc and Jo Wong, Principals and Co-founders of Apogee Usability Asia
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But it’s Not an Entirely New Concept!
The Foundation – Current & Past
User-Centered Design Process Implemented during Discover or
Envision phases of development cycle
Usability Engineering Plans Quantitative usability objectives
(metrics) influenced by business goals
User research activities to better understand users and their needs
Design to meet the usability objectives; measure and iterate
The New & Upcoming
New name Much more evolved
More UX discovery methods
More collaboration Embedded UX focus
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Most organizations focus on the “What” Executive or Product Manager gets an idea UX Team figures out how to design the
“what”
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Too Often Companies Focus on the “What”
Why
How
What
The Golden Circle, Simon Sinek
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UX Strategy IS About Change
Stop focusing on solving the wrong problems
Changing the design process Focusing on the “why”
and “how”
March 6, 2014
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Zappos
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Zappos
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Zappos
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Zappos
March 6, 2014Video
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UX Strategy IS About Change
Aligning our UX Strategy with the business goals
Changing UX’s role in the company
Changing the business culture—working more collaboratively
Moving toward a customer, innovation-centric organization
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Adapted by Renato Feijó from Bruce Temkin’s Experience-based differentiation maturity model
http://experiencematters.wordpress.com/2008/09/18/the-customer-experience-journey/
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No Opportunity to Get in at the “Why” Stage?
1. Become familiar with:• Business Vision• Business Goals and
Objectives• Brand Messaging• SWOT• Business Values• Customer Segmentation• Customer Goals• Creative Brief• Key Performance Indicators• Competitive Market
Analysis• Trend Analysis
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You can still influence the
“HOW”
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No Opportunity to Get in at the “Why” Stage?
2. Include UX Activities that align with Business Strategy:• Personas• Journey Maps• Field Research• Mood Board Semantic
Differential Study • Feature / Value Analysis• Concept Modeling• Competitive Benchmarking• Roadmap(s)
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You can still influence the
“HOW”
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Align UX Strategy with Business Goals / Objectives
March 6, 2014
Adapted from Lis Hubert’s and Paul McAleer’s Mapping business-value goals to UX Activitieshttp://www.uxmatters.com/mt/archives/2013/11/mapping-business-value-to-ux-part-2.php
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Changing misconceptions UX = wireframes and usability testing User research = usability testing
Developing trust between product management, marketing, executives and Uxers
Accelerating the UX maturity of your company Making others “champions” of user experience Escalating and establishing your role in the
product creation / innovation process
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Why is UX Strategy Important to You?
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Design is More
Design is not just what it looks like and feels like. Design is how it works.- Steve Jobs