Digital ux strategy


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A digital UX strategy is an organisation’s vision of their products or services to maximise the business benefits via digital investments.

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Digital ux strategy

  1. 1. Digital User Experience (UX) Strategy Raven Chai - Principal Consultant, UX Consulting Pte Ltd
  2. 2. What is a Digital UX Strategy? A digital UX strategy is an organisation’s vision of their products or services to maximise the business benefits via digital investments. Products /  Services It comprises everything a customer touches,  hears or sees from your organisa<on: Brand Website ‣ products’ usefulness and func<ons ‣ products’ form and design ‣ performance Offline  Digital Online  ‣ packaging Marke<ng Marke<ng ‣ customer support & user guides UX Strategy ‣ ordering & billing processes etc... Customer  Social  Support Media CRM Slide 2
  3. 3. Planning Your Digital UX Strategy 5 Execute the plan Team to execute the plan in parallel tracks, take alterna4ve ac4ons if required 4 Map the journey Develop a master plan and project 4metable, define UX metrics 3 Choosing and prioritising actions Priori4se ac4ons that can best meet project KPIs, establish UX principles 2 Work our where you want to be in future? Develop strategic vision, define business objec4ves, user goals and project KPIs 1 Figure where we are today? Define your customer segments, benchmark your products and services, what do customers buy from you? Slide 3
  4. 4. Step 1 ‐ Figure out where we are today? Who are your customers? Find out your customers’ demographic profiles (age groups, gender, educa<on level, household incomes etc) and  psycho‐demographic (aStudes, behavioural needs etc). Slide 4
  5. 5. Step 1 ‐ Figure out where we are today? Who do they purchased? Recency, Frequency and Value ‣ what is the last purchase? ‣ how many <mes or no. of products purchased ‣ how much is the customers’ average purchase value Slide 5
  6. 6. Step 1 ‐ Figure out where we are today? How do they purchased? What are the different media these purchases are made? Retail Stores eCommerce Site Telesales Sales Fair / Exhibi<ons Slide 6
  7. 7. Step 2 ‐ Work out where you want to be in future? Made projects in the future Analyse customers’ data gathered in previous step, some obvious gaps will surface. Find crea<ve ways to bridge these  gap, and make informed decisions. Slide 7
  8. 8. Step 3 ‐ Choosing and priori<sing ac<ons Prioritise your actions Choose ac<ons that can meet project KPIs and establish UX principles  UX Principles Meet Project KPIs Slide 8
  9. 9. Step 4 ‐ Map the journey Lay out the plan Start by collec<ng any low hanging fruit, then chart out ‣ who does what  ‣ what needs to be in place ‣ know when do you‘ve reached your targets ‣ how to measure the success of the plan Slide 9
  10. 10. Step 5 ‐ Execute the plan Getting the job done Time to roll up your sleeves and get the job done in parallel tracks. Make necessary adjustments when required. Slide 10
  11. 11. Conclusion In this column, I’ve described a general approach to derive the  digital UX strategy encompasses the following steps:      1. Figure where we are today?      2. Work out where you want to be in future?      3. Choosing and priori<sing ac<ons      4. Map the journey      5. Execute the plan Slide 11
  12. 12. Digital UX Strategy crafted by Raven Chai Founding Principal Consultant