UX strategy is about analyzing an organization’s business strategy and outlining what needs to be done from a UX perspective to ensure that the goals of the business strategy are achieved. In brief, UX strategy is the glue that binds the company vision (goals) with the day-to-day UX tactics (execution). Without a clear UX strategy, it is entirely possible to design killer UX concepts – for games, apps, and beyond - yet fail miserably in the marketplace, even after an initial “one-product” success.
Surprisingly, most companies – particularly game and app publishers - don’t have a UX strategy. At best, they have a vague idea as to the desired UX of their “official” digital offerings, but may have left out other key parts of the user experience including landing pages, social-media messaging, advertising, etc. As a result, very few companies are able to create experiences that demonstrate much consumer value beyond that of a single, introductory product. “Just sprinkle some of your UX pixie dust on our crappy product and make it wonderful” – and this is exactly what many designers do; a short-term solution that more often than not guarantees failure in the long run.