How to Develop a Successful UX Strategy

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UserZoom hosted a webinar with UX strategy expert Paul Bryan. In the webinar, Paul covered 7 important elements for developing a successful UX strategy.

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How to Develop a Successful UX Strategy

  1. 1. Webinar: How to Develop a Successful UX Strategy Paul Bryan, UX Strategy Group #uzwebinar
  2. 2. Speakers: Paul Bryan UX Strategy and User Research Consultant UX Strategy Group Speaker Alfonso de la Nuez Co-Founder and Co-CEO UserZoom Moderator @paulbryan @delanuez23 @userzoom
  3. 3. Quick Housekeeping • Chat box is available if you have any questions • There will be time for Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter hashtag: #uzwebinar www.userzoom.com
  4. 4. About UserZoom  All-in-one Enterprise software solution that helps Businesses costeffectively test, measure and improve UX over websites & mobile apps.  Offer online or remote user research & testing solutions, saving UXers time, money, effort, and a lot of actionable insights  UX Consultants since ’01, SaaS since ‘09 Product Suite:  Unmoderated Remote Usability Testing  In Sunnyvale (CA) Manchester (UK), Munich (DE) and Barcelona (Spain)  Remote Mobile Usability Testing  Online Surveys (web & mobile)  Online Card Sorting  90% renewal rate, 50% revenue growth rate in the last 3 years  Tree Testing  Screenshot Click Testing  Screenshot Timeout Testing (5-sec test)  Web VOC  Mobile VOC www.userzoom.com
  5. 5. 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) 5
  6. 6. INTRO What is UX Strategy? • A rapidly growing practice within the larger field of user experience. • It’s about building a rationale that guides user experience design efforts for the foreseeable future. Paul Bryan UX Strategy Group (uxstrategy.net) 6
  7. 7. GROUP Paul Bryan UX Strategy Group (uxstrategy.net) 7
  8. 8. CONFERENCE Paul Bryan UX Strategy Group (uxstrategy.net) 8
  9. 9. BOOK Paul Bryan UX Strategy Group (uxstrategy.net) 9
  10. 10. COLUMN Paul Bryan UX Strategy Group (uxstrategy.net) 10
  11. 11. CLASSROOM Paul Bryan UX Strategy Group (uxstrategy.net) 11
  12. 12. INTRO 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 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 Paul Bryan UX Strategy Group (uxstrategy.net) 16
  17. 17. INTRO
  18. 18. INTRO 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 Paul Bryan UX Strategy Group (uxstrategy.net) 18
  19. 19. INTRO Q: Isn’t all UX strategic? A: We can all be strategic. We are not all working on strategy. 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. VISION Paul Bryan 1. Vision 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 Vision is seeing a desired future state in enough detail to get there Paul Bryan UX Strategy Group (uxstrategy.net) 23
  24. 24. VISION Paul Bryan UX Strategy Group (uxstrategy.net) 24
  25. 25. VISION So is vision only for geniuses? 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. BUSINESS STRATEGY ALIGNMENT 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 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. BUSINESS STRATEGY ALIGNMENT 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? 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. CUSTOMER DATA Aligning research methodology to design phase Design Concept Design solution does not exist Key concepts not well-defined Design solution does exist Key variables can be measured Initiation Launch Discovery Ethnography Paul Bryan Survey Formulation Depth Interviews Evaluation Formative Usability UX Strategy Group (uxstrategy.net) Evaluative Usability 38
  39. 39. CUSTOMER DATA Actionable Insight = connecting the wires between research data and design Paul Bryan UX Strategy Group (uxstrategy.net) 39
  40. 40. CUSTOMER DATA BTW: Big Data is going to ROCK the world of UX Paul Bryan UX Strategy Group (uxstrategy.net) 40
  41. 41. 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) 41
  42. 42. COMPETITIVE LANDSCAPE Paul Bryan UX Strategy Group (uxstrategy.net) 42
  43. 43. COMPETITIVE LANDSCAPE “Know thy self, know thy enemy. A thousand battles, a thousand victories.” Sun Tzu Paul Bryan UX Strategy Group (uxstrategy.net) 43
  44. 44. COMPETITIVE LANDSCAPE Paul Bryan UX Strategy Group (uxstrategy.net) 44
  45. 45. COMPETITIVE LANDSCAPE Paul Bryan UX Strategy Group (uxstrategy.net) 45
  46. 46. COMPETITIVE LANDSCAPE` Paul Bryan UX Strategy Group (uxstrategy.net) 46
  47. 47. 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) 47
  48. 48. EXPERIENCE MODELING Paul Bryan UX Strategy Group (uxstrategy.net) 48
  49. 49. 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) 49
  50. 50. EXPERIENCE MODELING 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 Paul Bryan UX Strategy Group (uxstrategy.net) 50
  51. 51. 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) 51
  52. 52. BEHAVIORAL SEGMENTATION Paul Bryan UX Strategy Group (uxstrategy.net) 52
  53. 53. 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) 53
  54. 54. BEHAVIORAL SEGMENTATION 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 Paul Bryan UX Strategy Group (uxstrategy.net) 54
  55. 55. BEHAVIORAL SEGMENTATION 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 Paul Bryan UX Strategy Group (uxstrategy.net) 55
  56. 56. BEHAVIORAL SEGMENTATION 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 Paul Bryan UX Strategy Group (uxstrategy.net) 56
  57. 57. BEHAVIORAL SEGMENTATION Use semantic differential scales to differentiate types Browses shopping sites on mobile in down time Never Paul Bryan UX Strategy Group (uxstrategy.net) >2x / Day 57
  58. 58. 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) 58
  59. 59. ROAD MAP Paul Bryan UX Strategy Group (uxstrategy.net) 59
  60. 60. ROAD MAP The essence of strategy is choosing what not to do. Michael Porter Paul Bryan UX Strategy Group (uxstrategy.net) 60
  61. 61. ROAD MAP 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 Paul Bryan UX Strategy Group (uxstrategy.net) 61
  62. 62. 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) 62
  63. 63. other... Anders Ramsay (andersramsay.com) Paul Bryan UX Strategy Group (uxstrategy.net) 63
  64. 64. other... Anders Ramsay (andersramsay.com) Paul Bryan UX Strategy Group (uxstrategy.net) 64
  65. 65. other... Paul Bryan UX Strategy Group (uxstrategy.net) 65
  66. 66. Questions? UX Strategy Group (www.uxstrategy.net)
  67. 67. Thank You! UX Strategy Group (www.uxstrategy.net)

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