Developing a UX Strategy
by Paul Bryan
UX Strategy Group (www.uxstrategy.net)
@paulbryan
UX Strategy Group (www.uxstrategy.net)
TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segment...
TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segment...
CONSULTING
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 5
GROUP
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 6
CONFERENCE
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 7
BOOK
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 8
COLUMN
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 9
CLASSROOM
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 10
Let’s start with some definitions

Goal: Desired future state
Strategy: Approach, Big Idea or Concept for
reaching the goa...
INTRO
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 12
INTRO
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 13
INTRO
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 14
INTRO
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 15
INTRO
What is a UX Strategy?
•  Communicates an overarching approach, vision or big
idea that serves as a “North Star” of UX
•  ...
Hey Paul!
Isn’t all UX strategic?
(noogie noogie noogie)
INTRO
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 18
It’s a thing.
You need it.
INTRO
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 19
TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segment...
1.	
  Vision	
  VISION
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 21
VISION
“Knowledge is limited. 
Imagination encircles the world.”

Albert Einstein
Paul Bryan
 UX Strategy Group (uxstrateg...
Vision is seeing a desired future state in
enough detail to get there
VISION
Paul Bryan
 UX Strategy Group (uxstrategy.net...
VISION
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 24
So is vision only for geniuses?
VISION
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 25
VISION
Go to a quiet place and imagine the future
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 26
TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segment...
BUSINESS STRATEGY ALIGNMENT

Paul Bryan
 UX Strategy Group (uxstrategy.net)
 28
BUSINESS STRATEGY ALIGNMENT

“Sound strategy starts with
having the right goal.”

Michael Porter
Paul Bryan
 UX Strategy G...
Hint: This is an arduous process
•  Establish a relationship with business strategy
•  Obtain business strategy documentat...
BUSINESS STRATEGY ALIGNMENT
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 31
BUSINESS STRATEGY ALIGNMENT
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 32
BUSINESS STRATEGY ALIGNMENT
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 33
Can you answer these questions:
1.  What moves the needle in profitability in your business?
2.  How does UX impact the ne...
TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segment...
CUSTOMER DATA
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 36
CUSTOMER DATA

“In God we trust. 
All others bring data.”

W. E. Deming
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 37
Aligning research methodology to design phase
Discovery Formulation Evaluation
Ethnography Depth InterviewsSurvey Formativ...
Actionable Insight =
connecting the wires between research data and design
CUSTOMER DATA
Paul Bryan
 UX Strategy Group (ux...
Research methods we use to guide UX Strategy:
•  Ethnographic research (in homes, stores, offices)
•  Participatory design...
Example deliverables from customer research:
•  Customer personas
•  Purchase models
•  Customer journey maps, mental mode...
We find in vivo research is essential to develop a UX Strategy
CUSTOMER DATA
Paul Bryan
 UX Strategy Group (uxstrategy.net...
Video diaries: An inside view of customers’ changing habits
CUSTOMER DATA
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 ...
BTW:
Big Data is going to ROCK the world of UX
CUSTOMER DATA
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 44
TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segment...
COMPETITIVE LANDSCAPE
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 46
COMPETITIVE LANDSCAPE
“Know thy self, know thy enemy.
A thousand battles, a thousand
victories.”
Sun Tzu
Paul Bryan
 UX St...
COMPETITIVE LANDSCAPE
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 48
COMPETITIVE LANDSCAPE
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 49
COMPETITIVE LANDSCAPE`
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 50
TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segment...
"
"
EXPERIENCE MODELING
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 52
EXPERIENCE MODELING
“Design is not just what it looks
like and feels like. 
Design is how it works.”
Steve Jobs
Paul Bryan...
Our approach to creating an experience model:
•  Become very familiar with the real world
phenomenon you want to model (et...
TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segment...
"
"
BEHAVIORAL SEGMENTATION
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 56
BEHAVIORAL SEGMENTATION

“People's behavior makes sense
if you think about it in terms of
their goals, needs, and motives....
Our approach for creating retail personas
1.  Review existing customer data and web analytics
2.  Conduct in-depth custome...
Our approach for creating retail personas
6.  Operationalize variables using quantitative methods
(valid and repeatable)
7...
The key is identifying differentiating user attributes:
•  Level of knowledge in the product category
•  Awareness of comp...
Use semantic differential scales to differentiate types
Browses shopping sites on mobile in down time
Never >2x / Day
BEHA...
TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segment...
"
"
ROAD MAP
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 63
"
"
The essence of strategy is
choosing what not to do.

Michael Porter
ROAD MAP
Paul Bryan
 UX Strategy Group (uxstrategy...
Our approach for generating a UX road map:
•  Gather relevant data
•  Create the universe of possibilities
•  Assign a val...
TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Behavioral segmentation (e.g. personas...
"
"
Anders Ramsay (andersramsay.com)
other...
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 67
"
"
Anders Ramsay (andersramsay.com)
other...
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 68
"
"
other...
Paul Bryan
 UX Strategy Group (uxstrategy.net)
 69
Questions?
UX Strategy Group (www.uxstrategy.net)
Thank You!
UX Strategy Group (www.uxstrategy.net)
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Developing a User Experience Strategy

847

Published on

UXPA 2013 Annual Conference Thursday July 11, 2013 1:30 pm - 2:30pm ET by Paul Bryan

UX Strategy is an emerging discipline within the field of user experience. Companies around the world are realizing that they need to move beyond basic usability and interaction design, and begin developing a comprehensive rationale that guides user experience design programs to successful outcomes. This session discusses how to assemble the key components of a user experience strategy. It addresses topics such as establishing a user experience vision, aligning user experience with business strategy, modeling and segmenting user behaviors across channels, developing a UX scorecard that tracks design performance, and producing a UX road map.

Published in: Technology, Business

Developing a User Experience Strategy

  1. 1. Developing a UX Strategy by Paul Bryan UX Strategy Group (www.uxstrategy.net)
  2. 2. @paulbryan UX Strategy Group (www.uxstrategy.net)
  3. 3. TOPICS Intro Vision Business strategy alignment Customer data Competitive landscape Experience modeling Behavioral segmentation (e.g. personas) Road map ...other
  4. 4. TOPICS Intro Vision Business strategy alignment Customer data Competitive landscape Experience modeling Behavioral segmentation (e.g. personas) Road map ...other Paul Bryan UX Strategy Group (uxstrategy.net) 4
  5. 5. CONSULTING Paul Bryan UX Strategy Group (uxstrategy.net) 5
  6. 6. GROUP Paul Bryan UX Strategy Group (uxstrategy.net) 6
  7. 7. CONFERENCE Paul Bryan UX Strategy Group (uxstrategy.net) 7
  8. 8. BOOK Paul Bryan UX Strategy Group (uxstrategy.net) 8
  9. 9. COLUMN Paul Bryan UX Strategy Group (uxstrategy.net) 9
  10. 10. CLASSROOM Paul Bryan UX Strategy Group (uxstrategy.net) 10
  11. 11. Let’s start with some definitions Goal: Desired future state Strategy: Approach, Big Idea or Concept for reaching the goal Tactic: Specific action consistent with the strategy INTRO Paul Bryan UX Strategy Group (uxstrategy.net) 11
  12. 12. INTRO Paul Bryan UX Strategy Group (uxstrategy.net) 12
  13. 13. INTRO Paul Bryan UX Strategy Group (uxstrategy.net) 13
  14. 14. INTRO Paul Bryan UX Strategy Group (uxstrategy.net) 14
  15. 15. INTRO Paul Bryan UX Strategy Group (uxstrategy.net) 15
  16. 16. INTRO
  17. 17. What is a UX Strategy? •  Communicates an overarching approach, vision or big idea that serves as a “North Star” of UX •  Aligns user experience design with business strategy •  Differentiates a company's products and services from those of its main competitors •  It describes prioritized customer segments, and how to address their needs, wants, and interactive behaviors •  Provides a road map that shows how future releases progressively achieve high-level goals Tactical UX: Do what seems best right now INTRO Paul Bryan UX Strategy Group (uxstrategy.net) 17
  18. 18. Hey Paul! Isn’t all UX strategic? (noogie noogie noogie) INTRO Paul Bryan UX Strategy Group (uxstrategy.net) 18
  19. 19. It’s a thing. You need it. INTRO Paul Bryan UX Strategy Group (uxstrategy.net) 19
  20. 20. TOPICS Intro Vision Business strategy alignment Customer data Competitive landscape Experience modeling Behavioral segmentation (e.g. personas) Road map ...other Paul Bryan UX Strategy Group (uxstrategy.net) 20
  21. 21. 1.  Vision  VISION Paul Bryan UX Strategy Group (uxstrategy.net) 21
  22. 22. VISION “Knowledge is limited. Imagination encircles the world.” Albert Einstein Paul Bryan UX Strategy Group (uxstrategy.net) 22
  23. 23. Vision is seeing a desired future state in enough detail to get there VISION Paul Bryan UX Strategy Group (uxstrategy.net) 23
  24. 24. VISION Paul Bryan UX Strategy Group (uxstrategy.net) 24
  25. 25. So is vision only for geniuses? VISION Paul Bryan UX Strategy Group (uxstrategy.net) 25
  26. 26. VISION Go to a quiet place and imagine the future Paul Bryan UX Strategy Group (uxstrategy.net) 26
  27. 27. TOPICS Intro Vision Business strategy alignment Customer data Competitive landscape Experience modeling Behavioral segmentation (e.g. personas) Road map ...other Paul Bryan UX Strategy Group (uxstrategy.net) 27
  28. 28. BUSINESS STRATEGY ALIGNMENT Paul Bryan UX Strategy Group (uxstrategy.net) 28
  29. 29. BUSINESS STRATEGY ALIGNMENT “Sound strategy starts with having the right goal.” Michael Porter Paul Bryan UX Strategy Group (uxstrategy.net) 29
  30. 30. Hint: This is an arduous process •  Establish a relationship with business strategy •  Obtain business strategy documentation: Annual operating plan Market data Competitive data Marketing strategy Prioritization of product development Prioritization of customer segments •  Connect business strategy with specific UX design direction and components BUSINESS STRATEGY ALIGNMENT Paul Bryan UX Strategy Group (uxstrategy.net) 30
  31. 31. BUSINESS STRATEGY ALIGNMENT Paul Bryan UX Strategy Group (uxstrategy.net) 31
  32. 32. BUSINESS STRATEGY ALIGNMENT Paul Bryan UX Strategy Group (uxstrategy.net) 32
  33. 33. BUSINESS STRATEGY ALIGNMENT Paul Bryan UX Strategy Group (uxstrategy.net) 33
  34. 34. Can you answer these questions: 1.  What moves the needle in profitability in your business? 2.  How does UX impact the needle? 3.  How does the business vision and operating plan directly impact UX design? Where can I observe it? 4.  What is the ROI of UX success? Does a UX home run increase revenue 10%, 100%, 1000%? 5.  What kinds of customer decision factors influence usage and profit? Are they category-specific? 6.  What barriers do customers currently experience that, if removed, would yield much higher completion rates? 7.  What differentiates your company from competitors? Are these factors evident in digital channels? BUSINESS STRATEGY ALIGNMENT Paul Bryan UX Strategy Group (uxstrategy.net) 34
  35. 35. TOPICS Intro Vision Business strategy alignment Customer data Competitive landscape Experience modeling Behavioral segmentation (e.g. personas) Road map ...other Paul Bryan UX Strategy Group (uxstrategy.net) 35
  36. 36. CUSTOMER DATA Paul Bryan UX Strategy Group (uxstrategy.net) 36
  37. 37. CUSTOMER DATA “In God we trust. All others bring data.” W. E. Deming Paul Bryan UX Strategy Group (uxstrategy.net) 37
  38. 38. Aligning research methodology to design phase Discovery Formulation Evaluation Ethnography Depth InterviewsSurvey Formative Usability Evaluative Usability Design solution does not exist Key concepts not well-defined Design solution does exist Key variables can be measured Initiation Design Concept Launch CUSTOMER DATA Paul Bryan UX Strategy Group (uxstrategy.net) 38
  39. 39. Actionable Insight = connecting the wires between research data and design CUSTOMER DATA Paul Bryan UX Strategy Group (uxstrategy.net) 39
  40. 40. Research methods we use to guide UX Strategy: •  Ethnographic research (in homes, stores, offices) •  Participatory design (co-creation) •  Video diaries •  Web analytics •  Competitor UX audits •  Surveys Methods we find less useful for UX strategy: •  Lab or remote usability testing •  Expert design review •  A/B, multivariate testing CUSTOMER DATA Paul Bryan UX Strategy Group (uxstrategy.net) 40
  41. 41. Example deliverables from customer research: •  Customer personas •  Purchase models •  Customer journey maps, mental models •  Prioritized feature set •  UX road map •  Video highlights •  Interaction designs, wireframes, templates •  UX metrics scorecard •  Comprehensive UX strategy CUSTOMER DATA Paul Bryan UX Strategy Group (uxstrategy.net) 41
  42. 42. We find in vivo research is essential to develop a UX Strategy CUSTOMER DATA Paul Bryan UX Strategy Group (uxstrategy.net) 42
  43. 43. Video diaries: An inside view of customers’ changing habits CUSTOMER DATA Paul Bryan UX Strategy Group (uxstrategy.net) 43
  44. 44. BTW: Big Data is going to ROCK the world of UX CUSTOMER DATA Paul Bryan UX Strategy Group (uxstrategy.net) 44
  45. 45. TOPICS Intro Vision Business strategy alignment Customer data Competitive landscape Experience modeling Behavioral segmentation (e.g. personas) Road map ...other Paul Bryan UX Strategy Group (uxstrategy.net) 45
  46. 46. COMPETITIVE LANDSCAPE Paul Bryan UX Strategy Group (uxstrategy.net) 46
  47. 47. COMPETITIVE LANDSCAPE “Know thy self, know thy enemy. A thousand battles, a thousand victories.” Sun Tzu Paul Bryan UX Strategy Group (uxstrategy.net) 47
  48. 48. COMPETITIVE LANDSCAPE Paul Bryan UX Strategy Group (uxstrategy.net) 48
  49. 49. COMPETITIVE LANDSCAPE Paul Bryan UX Strategy Group (uxstrategy.net) 49
  50. 50. COMPETITIVE LANDSCAPE` Paul Bryan UX Strategy Group (uxstrategy.net) 50
  51. 51. TOPICS Intro Vision Business strategy alignment Customer data Competitive landscape Experience modeling Behavioral segmentation (e.g. personas) Road map ...other Paul Bryan UX Strategy Group (uxstrategy.net) 51
  52. 52. " " EXPERIENCE MODELING Paul Bryan UX Strategy Group (uxstrategy.net) 52
  53. 53. EXPERIENCE MODELING “Design is not just what it looks like and feels like. Design is how it works.” Steve Jobs Paul Bryan UX Strategy Group (uxstrategy.net) 53
  54. 54. Our approach to creating an experience model: •  Become very familiar with the real world phenomenon you want to model (ethnography, video diaries) •  Create a comprehensive list of entities and their relationships •  Sketch the processes that occur and the data that is exchanged •  Group entities and processes that are similar •  Consolidate and simplify " " EXPERIENCE MODELING Paul Bryan UX Strategy Group (uxstrategy.net) 54
  55. 55. TOPICS Intro Vision Business strategy alignment Customer data Competitive landscape Experience modeling Behavioral segmentation (personas) Road map ...other Paul Bryan UX Strategy Group (uxstrategy.net) 55
  56. 56. " " BEHAVIORAL SEGMENTATION Paul Bryan UX Strategy Group (uxstrategy.net) 56
  57. 57. BEHAVIORAL SEGMENTATION “People's behavior makes sense if you think about it in terms of their goals, needs, and motives. Thomas Mann Paul Bryan UX Strategy Group (uxstrategy.net) 57
  58. 58. Our approach for creating retail personas 1.  Review existing customer data and web analytics 2.  Conduct in-depth customer research, either through on-location interviews or ethnographic studies 3.  Determine customer needs, wants, motivations, and purchase processes relevant to web, mobile phone, tablets, and/or in-store technology 4.  Determine the factors that impact interactive behavior 5.  Create real customer profiles that illustrate range of values for key variables " " BEHAVIORAL SEGMENTATION Paul Bryan UX Strategy Group (uxstrategy.net) 58
  59. 59. Our approach for creating retail personas 6.  Operationalize variables using quantitative methods (valid and repeatable) 7.  Create personas that represent each distinct segment 8.  Prioritize personas based on value to the company (quantitative) 9.  Develop a UX strategy to engage top personas 10. Quantify real impact, refine the model " " BEHAVIORAL SEGMENTATION Paul Bryan UX Strategy Group (uxstrategy.net) 59
  60. 60. The key is identifying differentiating user attributes: •  Level of knowledge in the product category •  Awareness of competitive offerings •  Willingness to surrender personal information •  Willingness to sign up for communications •  Need for detailed explanations prior to purchase •  Need for personal hand-holding after initial setup •  Ability to read text of various sizes and colors on a device •  Tendency to check many competitors prior to a purchase •  Price sensitivity •  Number of devices used •  Readiness to use online training to learn new capabilities " " BEHAVIORAL SEGMENTATION Paul Bryan UX Strategy Group (uxstrategy.net) 60
  61. 61. Use semantic differential scales to differentiate types Browses shopping sites on mobile in down time Never >2x / Day BEHAVIORAL SEGMENTATION Paul Bryan UX Strategy Group (uxstrategy.net) 61
  62. 62. TOPICS Intro Vision Business strategy alignment Customer data Competitive landscape Experience modeling Behavioral segmentation (e.g. personas) Road map ...other Paul Bryan UX Strategy Group (uxstrategy.net) 62
  63. 63. " " ROAD MAP Paul Bryan UX Strategy Group (uxstrategy.net) 63
  64. 64. " " The essence of strategy is choosing what not to do. Michael Porter ROAD MAP Paul Bryan UX Strategy Group (uxstrategy.net) 64
  65. 65. Our approach for generating a UX road map: •  Gather relevant data •  Create the universe of possibilities •  Assign a value (typically Business value, Customer value, Technology effort or cost) •  Apply weighting as warranted by the context •  Apply a reality check •  Stage the resulting prioritized list into releases •  Create a product road map Other approaches: Kano, Surveys, MVP " " ROAD MAP Paul Bryan UX Strategy Group (uxstrategy.net) 65
  66. 66. TOPICS Intro Vision Business strategy alignment Customer data Competitive landscape Behavioral segmentation (e.g. personas) Experience modeling Road map ...other Paul Bryan UX Strategy Group (uxstrategy.net) 66
  67. 67. " " Anders Ramsay (andersramsay.com) other... Paul Bryan UX Strategy Group (uxstrategy.net) 67
  68. 68. " " Anders Ramsay (andersramsay.com) other... Paul Bryan UX Strategy Group (uxstrategy.net) 68
  69. 69. " " other... Paul Bryan UX Strategy Group (uxstrategy.net) 69
  70. 70. Questions? UX Strategy Group (www.uxstrategy.net)
  71. 71. Thank You! UX Strategy Group (www.uxstrategy.net)
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