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There is no such thing as UX strategy

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Strategy is a holistic look at product, brand, engineering and design. Carving up unique silos of strategy practice reduces collaboration, increases process bloat and results in slower time to market. This talk describes why identifying a separate user experience strategy falls into this trap and what can be done about it.

Published in: Design, Technology
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  • Good line of argument. It makes sense but sometimes it's also playing with words. Although from a rational perspective 'product strategy' makes a lot of sense, what happens in reality is that there is a constant lack of focus on the end user. Why should we be user-centred and at the same time consider the different stakeholders? We can create, build and chip any kind of product and make money with it. But many of successful & profitable products are weak in terms of UX, safety, sustainability, etc... 'product strategy' is always there if you want to have a product that sells. But human-centredness, sustainability, ... is missing a lot.
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There is no such thing as UX strategy

  1. THERE’S NO SUCH THING AS UX STRATEGY JEFF GOTHELF / @JBOOGIE / JEFF@GOTHELF.CO
  2. GOTHELF.CO / @JBOOGIE EVERYONE WANTS A SEAT AT THE TABLE
  3. GOTHELF.CO / @JBOOGIE EVERYONE WANTS A SEAT AT THE TABLE ENGINEERING
  4. GOTHELF.CO / @JBOOGIE EVERYONE WANTS A SEAT AT THE TABLE ENGINEERING FINANCE
  5. GOTHELF.CO / @JBOOGIE EVERYONE WANTS A SEAT AT THE TABLE ENGINEERING FINANCE MARKETING
  6. GOTHELF.CO / @JBOOGIE EVERYONE WANTS A SEAT AT THE TABLE ENGINEERING FINANCE MARKETING PRODUCT
  7. GOTHELF.CO / @JBOOGIE EVERYONE WANTS A SEAT AT THE TABLE ENGINEERING FINANCE MARKETING PRODUCT THE BOSS
  8. GOTHELF.CO / @JBOOGIE EVERYONE WANTS A SEAT AT THE TABLE ENGINEERING FINANCE MARKETING PRODUCT WHERE DOES UX SIT? THE BOSS
  9. GOTHELF.CO / @JBOOGIE DIFFERENTIATION IS THE PATH TO THE TABLE
  10. GOTHELF.CO / @JBOOGIE DIFFERENTIATION IS THE PATH TO THE TABLE OR IS IT?
  11. GOTHELF.CO / @JBOOGIE ENTER UX STRATEGY
  12. THERE’S NO SUCH THING AS UX STRATEGY GOTHELF.CO / @JBOOGIE STRATEGY IS ESSENTIALLY AN INTENT RATHER THAN A PLAN. Steven Bungay, Art of Action (2011)
  13. THERE’S NO SUCH THING AS UX STRATEGY GOTHELF.CO / @JBOOGIE A STRATEGY IS A SET OF HYPOTHESES ABOUT CAUSE AND EFFECT. Robert Kaplan & David Norton (1996)
  14. GOTHELF.CO / @JBOOGIE BUT WHAT IS UX STRATEGY? 7
  15. THERE’S NO SUCH THING AS UX STRATEGY GOTHELF.CO / @JBOOGIE THE RAPIDLY GROWING RANKS OF UX STRATEGISTS USE DATA FROM CUSTOMER AND MARKET RESEARCH, UX RESEARCH, ANALYTICS, MARKET AND SALES DATA, COMPETITIVE ASSESSMENTS, AND MANY OTHER SOURCES TO PRODUCE A GAME PLAN, OR NORTH STAR, FOR THEIR UX, CX, PRODUCT, OR SERVICE DESIGN EFFORTS. Paul Bryan (http://uxstrat.com/blog/what-is-ux-strategy/)
  16. THERE’S NO SUCH THING AS UX STRATEGY GOTHELF.CO / @JBOOGIE UX STRATEGY IS NOT A NORTH STAR. Jaime Levy, Author “UX Strategy”
  17. THERE’S NO SUCH THING AS UX STRATEGY GOTHELF.CO / @JBOOGIE IT’S THE VISION OF A SOLUTION THAT NEEDS TO BE VALIDATED WITH REAL POTENTIAL CUSTOMERS TO PROVE THAT IT’S DESIRED IN THE MARKETPLACE. ALTHOUGH UX DESIGN ENCOMPASSES NUMEROUS DETAILS SUCH AS VISUAL DESIGN, CONTENT MESSAGING, AND HOW EASY IT IS FOR A USER TO ACCOMPLISH A TASK, UX STRATEGY IS THE “BIG PICTURE.” IT IS THE HIGH-LEVEL PLAN TO ACHIEVE ONE OR MORE BUSINESS GOALS UNDER CONDITIONS OF UNCERTAINTY Jaime Levy, Author “UX Strategy”
  18. THERE’S NO SUCH THING AS UX STRATEGY GOTHELF.CO / @JBOOGIE UX STRATEGY IS A LONG-TERM PLAN TO ALIGN EVERY CUSTOMER TOUCHPOINT WITH YOUR VISION FOR USER EXPERIENCE. Tim Loo, Strategy Director, Foolproof UK
  19. GOTHELF.CO / @JBOOGIE THE CHALLENGES OF DEFINING UX STRATEGY ARE REFLECTED IN THE CHALLENGES OF EXECUTING IT 12
  20. GOTHELF.CO / @JBOOGIE TO BUILD COLLABORATIVE TEAMS WE EMPHASIZE SKILLS NOT ROLES THEREFORE WE MUST EMPHASIZE COMPREHENSIVE STRATEGY, NOT DISCIPLINE-SPECIFIC STRATEGY 13
  21. THERE’S NO SUCH THING AS UX STRATEGY GOTHELF.CO / @JBOOGIE AN EXPERIENCE STRATEGY IS THAT COLLECTION OF ACTIVITIES THAT AN ORGANIZATION CHOOSES TO UNDERTAKE TO DELIVER A SERIES OF (POSITIVE, EXCEPTIONAL) INTERACTIONS WHICH, WHEN TAKEN TOGETHER, CONSTITUTE AN (PRODUCT OR SERVICE) OFFERING THAT IS SUPERIOR IN SOME MEANINGFUL, HARD-TO- REPLICATE WAY; THAT IS UNIQUE, DISTINCT & DISTINGUISHABLE FROM THAT AVAILABLE FROM A COMPETITOR. Steve Baty, Founder, Meld Studios (2009) 14
  22. THERE’S NO SUCH THING AS UX STRATEGY GOTHELF.CO / @JBOOGIE THE STRATEGY YOU DEVELOP FOR YOUR PRODUCT OUGHT NOT EVOLVE IN ISOLATION. EVEN THOUGH THE VALUE OF USER EXPERIENCE IS CLEAR, YOUR OVER- ARCHING REASONS FOR PROVIDING SOMETHING SHOULD BE CONSIDERED WITH EQUAL WEIGHT. Indi Young, Author Mental Models (2008)
  23. THERE’S NO SUCH THING AS UX STRATEGY GOTHELF.CO / @JBOOGIE USER EXPERIENCE STRATEGY IMPLIES THAT IT’S SET APART FROM, SAY THE BUSINESS STRATEGY, OR THE MARKETING STRATEGY, OR EVEN THE PRODUCT STRATEGY AND IT SHOULDN’T BE. STRATEGY COMES FROM THIS COLLECTIVE VISION OF THE BUSINESS AND ITS CUSTOMERS. Holly North, UX Designer @ Medianorth as quoted in “UX Strategy”
  24. THERE’S NO SUCH THING AS UX STRATEGY GOTHELF.CO / @JBOOGIE YOU CAN LOOK AT DESIGN IN STRATEGIC WAYS BUT I DON'T THINK THE OUTPUTS OF THAT DESERVE THEIR OWN LABEL. THEY FEED INTO PRODUCT STRATEGY, MARKETING STRATEGY AND CUSTOMER SERVICE STRATEGY. Cennydd Bowles, Designer (2014)
  25. GOTHELF.CO / @JBOOGIE THERE IS NO SUCH THING AS A STAND-ALONE UX STRATEGY.
  26. GOTHELF.CO / @JBOOGIE IN FACT, IT CAN BE DETRIMENTAL:
  27. GOTHELF.CO / @JBOOGIE IN FACT, IT CAN BE DETRIMENTAL: ‣ INCREASES OVERHEAD & PROCESS BLOAT
  28. GOTHELF.CO / @JBOOGIE IN FACT, IT CAN BE DETRIMENTAL: ‣ INCREASES OVERHEAD & PROCESS BLOAT ‣ REDUCES COLLABORATION
  29. GOTHELF.CO / @JBOOGIE IN FACT, IT CAN BE DETRIMENTAL: ‣ INCREASES OVERHEAD & PROCESS BLOAT ‣ REDUCES COLLABORATION ‣ INCREASES TERRITORIALITY
  30. GOTHELF.CO / @JBOOGIE IN FACT, IT CAN BE DETRIMENTAL: ‣ INCREASES OVERHEAD & PROCESS BLOAT ‣ REDUCES COLLABORATION ‣ INCREASES TERRITORIALITY ‣ CREATES HURT FEELINGS
  31. GOTHELF.CO / @JBOOGIE ENTER PRODUCT STRATEGY
  32. GOTHELF.CO / @JBOOGIE THERE’S NO SUCH THING AS UX STRATEGY PRODUCT STRATEGY ASKS THE FOLLOWING QUESTIONS ▸ Who are you building the product for? ▸ What problem are you solving for these people? ▸ How will you solve it? ▸ How will you attract initial users? ▸ How will you retain users? ▸ How will you make money? ▸ Who are you competing against? ▸ How is your product different/better than the competition? ▸ How will your product look? Behave?
  33. GOTHELF.CO / @JBOOGIE THE REAL PROBLEM: A LACK OF ORGANIZATIONAL VALUE FOR UX DESIGN
  34. GOTHELF.CO / @JBOOGIE UNITE THE CLANS INSTEAD OF DIVIDING EFFORTS…
  35. GOTHELF.CO / @JBOOGIE THE HOLY TRINITY WORK TO BUILD SHARED UNDERSTANDING OF…
  36. GOTHELF.CO / @JBOOGIE Source: http://www.inovis.cc/
  37. GOTHELF.CO / @JBOOGIE Source: http://www.inovis.cc/ FOCUS ON THIS
  38. GOTHELF.CO / @JBOOGIE EXAMPLE: WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE COMPARISON SERVICE THAT DELIVERS GEO-TARGETED PRODUCT LISTINGS WILL INCREASE CUSTOMER RETENTION, SALES AND DRIVE NEW USER ACQUISITION.
  39. GOTHELF.CO / @JBOOGIE EXAMPLE: WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE COMPARISON SERVICE THAT DELIVERS GEO-TARGETED PRODUCT LISTINGS WILL INCREASE CUSTOMER RETENTION, SALES AND DRIVE NEW USER ACQUISITION. A HYPOTHESIS STATEMENT
  40. GOTHELF.CO / @JBOOGIE EXAMPLE: WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE COMPARISON SERVICE THAT DELIVERS GEO-TARGETED PRODUCT LISTINGS WILL INCREASE CUSTOMER RETENTION, SALES AND DRIVE NEW USER ACQUISITION. BUSINESS STRATEGY
  41. GOTHELF.CO / @JBOOGIE EXAMPLE: WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE COMPARISON SERVICE THAT DELIVERS GEO-TARGETED PRODUCT LISTINGS WILL INCREASE CUSTOMER RETENTION, SALES AND DRIVE NEW USER ACQUISITION. PRODUCT/ENGINEERING STRATEGY
  42. GOTHELF.CO / @JBOOGIE EXAMPLE: WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE COMPARISON SERVICE THAT DELIVERS GEO-TARGETED PRODUCT LISTINGS WILL INCREASE CUSTOMER RETENTION, SALES AND DRIVE NEW USER ACQUISITION. UX STRATEGY
  43. GOTHELF.CO / @JBOOGIE EXAMPLE: WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE COMPARISON SERVICE THAT DELIVERS GEO-TARGETED PRODUCT LISTINGS WILL INCREASE CUSTOMER RETENTION, SALES AND DRIVE NEW USER ACQUISITION. SUCCESS CRITERIA/BUSINESS GOALS
  44. GOTHELF.CO / @JBOOGIE
  45. GOTHELF.CO / @JBOOGIE ID
  46. GOTHELF.CO / @JBOOGIE ID
  47. GOTHELF.CO / @JBOOGIE ID
  48. GOTHELF.CO / @JBOOGIE ID
  49. GOTHELF.CO / @JBOOGIE ID
  50. GOTHELF.CO / @JBOOGIE ID
  51. GOTHELF.CO / @JBOOGIE ID PRODUCT STRATEGY: SEAMLESS USER EXPERIENCE
  52. GOTHELF.CO / @JBOOGIE ID PRODUCT STRATEGY: SEAMLESS USER EXPERIENCE REDUCED COST OF LABOR
  53. GOTHELF.CO / @JBOOGIE ID PRODUCT STRATEGY: SEAMLESS USER EXPERIENCE REDUCED COST OF LABOR UBIQUITOUS PRESENCE
  54. GOTHELF.CO / @JBOOGIE ID PRODUCT STRATEGY: SEAMLESS USER EXPERIENCE REDUCED COST OF LABOR UBIQUITOUS PRESENCE CROSS-CHANNEL DATA COLLECTION
  55. GOTHELF.CO / @JBOOGIE ID PRODUCT STRATEGY: SEAMLESS USER EXPERIENCE REDUCED COST OF LABOR UBIQUITOUS PRESENCE CROSS-CHANNEL DATA COLLECTION DEEP CONSUMER INSIGHTS
  56. GOTHELF.CO / @JBOOGIE WORKING TOGETHER AS A COLLABORATIVE TEAM TO STRENGTHEN OUR PRODUCT STRATEGY HYPOTHESES MEANS WE'RE ALWAYS OPTIMIZING THE WEAKEST PARTS OF THAT STRATEGY. SOMETIMES THAT'S UX AND OTHER TIMES IT'S NOT.
  57. GOTHELF.CO / @JBOOGIE AT THE END OF THE DAY THIS IS A LOVE STORY… …A BRINGING TOGETHER OF PRODUCT MANAGEMENT AND UX (AND ENGINEERING).
  58. GOTHELF.CO / @JBOOGIE THANK YOU! JEFF GOTHELF / @JBOOGIE / JEFF@GOTHELF.CO NEW BOOK SOON: SENSINGBOOK.COM

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