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@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
OBLIGATORY MICHAEL PORTER QUOTE
“The essence of strategy is
choosing what not
to do.”
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
pro tax group
experience design
Mission-Based UX Strategy
customer benefits for pro tax preparers
Eliminate

Wasted Time
Make a Difference
to Taxpayers
Grow
My Practice
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
S t r a t e g y E x e c u t i o n
D
ISCO
VER
facts,insights&
possibilities
D
ESIG
N
solutions
D
EFIN
E
custom
erbenefits
D
ELIVER
products&
services
go
broad
narrow
go
broad
narrow
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
Pro Tax Vision:
Bring the power of time and money
to accountants and their clients -
so they may prosper
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
Pro Tax Vision:
Bring the power of time and money
to accountants and their clients -
so they may prosper
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
H/T:
Erik Flowers & Megan Erin Miller
Practical Service Blueprinting
practicalservicedesign.com
customers in front
business back stage
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
?
customer-facing
strategy
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
internal change
management
? ?
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
“Priorities.”
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
“I'm staggered whenever a Director-
level or higher executive claims they
have 3, 5, 7, or 27 ‘priorities.’ Because,
at that level, your entire career is
defined by the unbelievably great ideas
that you reject.”
Merlin Mann
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
What are the biggest roadblocks you experience when working
across business units or functional groups?
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
What are the biggest roadblocks you experience when working
across business units or functional groups?
Conflicting priorities
No shared outcome
Lack of trust
Lack of defined roles
Tension between trade-offs
Undefined success metrics
Lack of work definition
Escalating unresolved decisions
12%
24%
9%
4%
10%
29%
10%
4%
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
Better Priorities
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
Pro Tax Vision:
Bring the power of time and money
to accountants and their clients -
so they may prosper
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
Why
do UX people
care about
this?
PRODUCT
COMPANY
PURPOSE
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
PRODUCT
COMPANY
PURPOSE
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
WHY?
WHAT?
HOW?
http://www.benjudy.com/definitions-of-ux-strategy
CLOSING THOUGHTS
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
USA 2016
@benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
STRATEGIC
UX THOUGHT
LEADERSHIP
AT ALL
ALTITUDES
THE WORLD
SOCIETY
MARKETS
INDUSTRIES
COMPETITORS
MY ORGANIZATION
MY DESIGN PRACTICE
SERVICE EXPERIENCES
PRODUCT PLATFORMS
PRODUCT
USER INTERFACE
PURPOSE
DESIGN AS A
SOCIETAL CHANGE
AGENT
COMPANY
DESIGN PRACTICE
PRODUCT
DESIGNING
EXPERIENCES
Ha Phan
Running
experiments
at GoPro
Leah Buley
False distinctions
between CX & UX
driven by org
assumptions
Jim Kalbach
Shared Value / social benefit /
“what is a market?”
Beverly May
UX Awards
Matt Wakeman
& Jon Ashley
Omnichannel
decision
frameworks
Ben Judy
Mission-Based UX
Strategy retrospective
Calvin
Robertson
UX org structure &
process at Federal
Reserve KC
Shikha Desai
Design Jams /
hackathons / garage
project methods
Ronnie Battista
UX Strategist =
Rock Star

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UX STRAT USA: Ben Judy, "Mission-Based UX Strategy: One Year Later"