What is a UX Strategy?

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UX Speakeasy Conference Presentation, San Diego, March 31, 2012. Creating a winning User Experience Strategy. Strategic User Experience design process.

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What is a UX Strategy?

  1. 1. What is a UX Strategy? And how do I create a winning one? Larry Marine UX Architect Intuitive Design © 2012
  2. 2. Solving the Wrong Problem Most designers accept the product definition and design from there  Focus is on the controls and screens  Miss the big picture  Solve the wrong problems, very well. Strategy avoids such mediocre designs Intuitive Design © 2012
  3. 3. Levels of UX Design Object– moving objects around on the screen Intuitive Design © 2012
  4. 4. Levels of UX Design Tactical – Screen order (checkout flow) Object– moving objects around on the screen Intuitive Design © 2012
  5. 5. Levels of UX Design Strategic – Overall design approach Tactical – Screen order (checkout flow) Object– moving objects around on the screen Intuitive Design © 2012
  6. 6. Levels of UX Design Goal – What problem should the product solve Strategic – Overall design approach Tactical – Screen order (checkout flow) Object– moving objects around on the screen Intuitive Design © 2012
  7. 7. Why a Strategy? Strategy defines the “big picture” Strategy drives needs-first innovation Strategy creates a design culture  How else is anyone supposed to know what ideas fit everyone elses design approaches NASA in the 60’s Intuitive Design © 2012
  8. 8. What IS a Strategy? First, It’s NOT a mission statement! It ISa short specific statement “We’re going to the moon.” Intuitive Design © 2012
  9. 9. Example Strategy: Proflowers What kind of company is Proflowers? Proflowers doesn’t sell flowers They sell occasions But still, what kind of company is Proflowers?  Stay tuned Intuitive Design © 2012
  10. 10. ProFlowers: Home Page The first 3 tabs are all about occasions Intuitive Design © 2012
  11. 11. How to Find Your Strategy Clearly define your users’ problem What is their desired outcome What is their Kn-base/perspective What do they need to know, but won’t  This is the Kn gap the product must bridge Intuitive Design © 2012
  12. 12. What Kind of Company Are You? What kind of company are you?  Product  Service  Non-profit Intuitive Design © 2012
  13. 13. What Kind of Company Are You? What kind of company are you?  Product  Service  Non-profit Intuitive Design © 2012
  14. 14. You are a Knowledge Company You know more than any of your customers You know what works and what doesn’t How can you incorporate that Kn into your product? This the basis of many successful product strategies Intuitive Design © 2012
  15. 15. What is Knowledge? It’s part of the Data to Action continuum Intuitive Design © 2012
  16. 16. DatatoAction Continuum Data = Raw data, just numbers 95 Info= Add relationship 95 Insight= Give it context Your chicken is 95 but must be 175 Knowledge= Make it actionable Cook at 375 for 15 more minutes Intuitive Design © 2012
  17. 17. Data (just the facts): Sam’s Store Nov 07 Dec 07 Jan08 Feb08 Mar08 My Product ABC Total sales volume 6,596 7,356 7,995 7,542 8,142 Sales change % 2.3 2.4 2.3 2.4 2.5 New sales volume 2,685 3,059 3,593 3,173 3,785 New sales change % 2.0 2.2 2.1 2.1 2.3 My Product XYZ Total sales volume 2,861 3,246 3,401 3,341 3,844 Sales change % 3.4 4.1 4.5 4.3 4.6 New sales volume 1,085 1,336 1,512 1,381 1,615 New sales change % 3.5 4.7 4.1 4.5 4.7 My Product DEF Total sales volume 3,522 3,948 4,375 3,959 4,618 Sales change % 5.4 5.7 5.7 5.5 5.4 New sales volume 1,493 1,647 2,015 1,644 1,987 New sales change % 5.6 5.8 5.1 5.8 5.5 Intuitive Design © 2012
  18. 18. Information (relationships):How am I Performing Against My Planned Sales Goals? 5 4 Planned 145,000 3 $M 2 1 Actual 99,876 0 Last Year 91,322 July Aug Sept Intuitive Design © 2012
  19. 19. Insight (context):How am I Performing Against My Planned Sales Goals? 5 4 Planned 145,000 3 $M 2 1 Actual 99,876 0 Last Year 91,332 July Aug Sept I Insights Actual Sales 33% < Planned Sales Actual Sales 10% > Last Years Sales $2,000 (out of potential $10,000) Bonus This Quarter! Intuitive Design © 2012
  20. 20. Knowledge (actionable best practice):Bonus Recommended Action$10,000 Potential bonus Visit Dr. James... monthly$2,000 Earned Stop visiting Dr Billings...How am I Performing Against My Planned Sales Goals? 5 4 Planned 3 $M 2 1 Actual 33% < Planned 10% > Prior Yr 0 Last Year July Aug Sept Intuitive Design © 2012
  21. 21. Any Real World Examples? Anyone? Intuitive Design © 2012
  22. 22. So, what is Proflowers? They are a Knowledge company! Customers need to solve an occasion Customers don’t know the right flowers for an occasion Proflowers suggests the right flowers  All you have to know is the occasion  They know the flowers Intuitive Design © 2012
  23. 23. Building a Knowledge Strategy Each user can only see within their four walls You see across all of your users’ walls You see best practice approaches  You also see what DOESN’T work Optimize for those best practices  And help users avoid bad practices Intuitive Design © 2012
  24. 24. Finding Your Strategy Clearly define the users’ problem What is their desired outcome What is their Kn-base/perspective What do they need to know, but won’t  This is the Kn gap the product must bridge Intuitive Design © 2012
  25. 25. Another UX Strategy: E-commerce User State  Awareness  Attention  Desire  Action Intuitive Design © 2012
  26. 26. Another UX Strategy: E-commerce User State Transition Trigger  Awareness ↓ Point of Pain  Attention ↓ What’s in it for me?  Desire ↓ Reason to Believe  Action Intuitive Design © 2012
  27. 27. What’s Wrong with this Picture? Intuitive Design © 2012
  28. 28. What’s Wrong with this Picture? Reason to BelieveWhere’s the Point of Pain? front and center.What’s in it for me? You want ME to figure out which of YOUR products will work for me? Intuitive Design © 2012
  29. 29. Yet Another Example: Websense 2001 – Sold web access control solutions to IT One of many similar companies – sales were flat IT hated the product  Cost money  Took time  HR constantly hounded them for access violation reports Intuitive Design © 2012
  30. 30. Do you see the strategic opportunity? Design it for HR, not IT  HR has the budget  HR has the time  HR is the only group who needs the reports Websense now owns their market Intuitive Design © 2012
  31. 31. I Need a Volunteer What kind of company are you? What is your key customers’ point of pain? What is their desired outcome? What Kn do they have? What do they need to know to succeed? So what should your strategy be? Intuitive Design © 2012
  32. 32. Free Strategic Analysis First 5 requests get a free UX Strategy analysis LMarine@IntuitiveDesign.com @UXStrategy More info:  Google “UX Strategy” Intuitive Design © 2012

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