There is no such thing as UX strategy
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Transcript of There is no such thing as UX strategy
THERE’S NO SUCH THING AS UX STRATEGY
JEFF GOTHELF / @JBOOGIE / [email protected]
GOTHELF.CO / @JBOOGIE
EVERYONE WANTS A SEAT AT THE TABLE
ENGINEERING
FINANCE
MARKETING
GOTHELF.CO / @JBOOGIE
EVERYONE WANTS A SEAT AT THE TABLE
ENGINEERING
FINANCE
MARKETING
PRODUCT
GOTHELF.CO / @JBOOGIE
EVERYONE WANTS A SEAT AT THE TABLE
ENGINEERING
FINANCE
MARKETING
PRODUCTTHE BOSS
GOTHELF.CO / @JBOOGIE
EVERYONE WANTS A SEAT AT THE TABLE
ENGINEERING
FINANCE
MARKETING
PRODUCT
WHERE DOES UX SIT?
THE BOSS
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)
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)
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/)
THERE’S NO SUCH THING AS UX STRATEGY
GOTHELF.CO / @JBOOGIE
UX STRATEGY IS NOT A NORTH STAR.
Jaime Levy, Author “UX Strategy”
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”
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
GOTHELF.CO / @JBOOGIE
THE CHALLENGES OF DEFINING UX STRATEGY ARE REFLECTED IN THE CHALLENGES OF EXECUTING IT
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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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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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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)
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”
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)
GOTHELF.CO / @JBOOGIE
IN FACT, IT CAN BE DETRIMENTAL:‣ INCREASES OVERHEAD & PROCESS BLOAT
GOTHELF.CO / @JBOOGIE
IN FACT, IT CAN BE DETRIMENTAL:‣ INCREASES OVERHEAD & PROCESS BLOAT‣ REDUCES COLLABORATION
GOTHELF.CO / @JBOOGIE
IN FACT, IT CAN BE DETRIMENTAL:‣ INCREASES OVERHEAD & PROCESS BLOAT‣ REDUCES COLLABORATION‣ INCREASES TERRITORIALITY
GOTHELF.CO / @JBOOGIE
IN FACT, IT CAN BE DETRIMENTAL:‣ INCREASES OVERHEAD & PROCESS BLOAT‣ REDUCES COLLABORATION‣ INCREASES TERRITORIALITY‣ CREATES HURT FEELINGS
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?
GOTHELF.CO / @JBOOGIE
THE REAL PROBLEM: A LACK OF ORGANIZATIONAL VALUE FOR UX DESIGN
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.
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
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
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
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
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
GOTHELF.CO / @JBOOGIE
GOTHELF.CO / @JBOOGIE
ID
PRODUCT STRATEGY:SEAMLESS USER EXPERIENCE
REDUCED COST OF LABOR
GOTHELF.CO / @JBOOGIE
ID
PRODUCT STRATEGY:SEAMLESS USER EXPERIENCE
REDUCED COST OF LABORUBIQUITOUS PRESENCE
GOTHELF.CO / @JBOOGIE
ID
PRODUCT STRATEGY:SEAMLESS USER EXPERIENCE
REDUCED COST OF LABORUBIQUITOUS PRESENCE
CROSS-CHANNEL DATA COLLECTION
GOTHELF.CO / @JBOOGIE
ID
PRODUCT STRATEGY:SEAMLESS USER EXPERIENCE
REDUCED COST OF LABORUBIQUITOUS PRESENCE
CROSS-CHANNEL DATA COLLECTIONDEEP CONSUMER INSIGHTS
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.
GOTHELF.CO / @JBOOGIE
AT THE END OF THE DAY THIS IS A LOVE STORY…
…A BRINGING TOGETHER OF PRODUCT MANAGEMENT AND UX (AND ENGINEERING).
GOTHELF.CO / @JBOOGIE
THANK YOU!JEFF GOTHELF / @JBOOGIE / [email protected]
NEW BOOK SOON: SENSINGBOOK.COM