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So I’ve been a software designer (inventor) for over 25 years…
@jaimerlevy
I HAD to learn about packaging, distribution and sales.
Then one day Billy Idol walked into a bookstore …
About a decade ago, I got asked to lead my first “Discovery Phase”
@jaimerlevy
THEN we spent 6 months WIREFRAMING away!
The Traditional Discovery Phase (UX Strategy) was A FARCE
@jaimerlevy
@jaimerlevy
So I tried to learn everything I could about UX Strategy…
@jaimerlevy
So I tried to learn everything I could about UX Strategy…
Definition of Experience Strategy by Jesse James Gar...
@jaimerlevy
So I tried to learn everything I could about UX Strategy…
Definition of Experience Strategy by Jesse James Gar...
User experience (UX)
strategy lies at the
intersection of UX design
and business strategy.
So what the hell is UX Strategy...
So what the hell is UX Strategy?!
It’s a plan-of-action on how
to ascertain that the user
experience of a product is
align...
So what the hell is UX Strategy?!
It's the method by which you
validate that your solution
solves a problem for real
custo...
So what the hell is UX Strategy?!
It’s a practice that when done
empirically is a better
guarantee of a successful
digital...
THE FOUR TENETS OF UX STRATEGYThese are the four tenets of my UX Strategy FRAMEWORK
Case study of a stellar UX Strategy
BUSINESS STRATEGY = Kicking the ASS of all your competitors
VALUE INNOVATION = Offering a LEAP in value for customers
VALIDATED USER RESEARCH = EVIDENCE of a needed solution
KILLER UX DESIGN = Providing a FRICTIONLESS User Experience
What “WINNING” looks like!
Business Strategy is the plans, choices, and
decisions used to guide a company to greater
profitability and success. 
In his now
classic1985 book
Competitive
Advantage, Michael
E. Porter lays out
the two most
common ways to
achieve a
compet...
(1) cost leadership
(2) differentiation(2) differentiation
A promise of value to be delivered and a belief from
the customer that value will be experienced.
What is a Value Proposit...
Why You Must Conduct Competitive Research
Do thorough research of both direct and indirect competitors!
Mental models are the steps we think we need to take
to accomplish a task. Innovation can happen when we
reimagine an offl...
Value Innovation can be accomplished by
focusing on the primary utility of a product and
making the experience of it an in...
In this game changing
2005 book Blue Ocean
Strategy, the authors argue
that companies can succeed
by creating value
innova...
Value Innovation for Digital Products
It offers a new mash up of features from both
competitors and relevant existing alte...
Validated User Research is we focus our research
on a specific customer segment who have a
problem that needs to solved an...
In his mind-blowing
2011 book
Lean Startup,
Eric Ries's philosophy on
Validated User Research
and the Build-Measure-
Learn...
User Research
These two Books had a BIG Influence on Validated User Research
Customer Discovery
Traditional user research AKA “Ethnography”
@jaimerlevy
The purpose of an experiment is to test a hypothesis
We want MEASURABLE results to validate/invalidate our value prop!
Guerrilla User Research is fast, cost-efficient and methodical!
@jaimerlevy
This PROTOTYPE SOLUTION in how we measure SIGNAL!
@jaimerlevy
BEAUTIFUL CONTENT AFFORDABLE PACKAGES
We show the KEY EXPERIENCES of our value proposition…
TOUR SCHEDULING PRICE TRANSPARENCY
and our business model to get validataion (not just empathy)…
from our HYPOTHESIZED customers.
@jaimerlevy
And IDEALLY, with the stakeholder sitting there!
And capture the feedback in a systematic way
@jaimerlevy
But what if I my boss won’t let me???!!!!
DON’T WAIT FOR
PERMISSION! 

BE INTREPRENURIAL!
1 2
3
Collect empirical evidence by A/B Testing Landing Pages
Killer UX Design is accomplished when
the product interface allows its users/
customers to easily accomplish their goals
w...
Killer UX Design (WAZE)
Killer UX Design (UBER)
Why you MUST Design for Conversion
$$$ / happy customers
Killer UX Design = Better Conversion
@jaimerlevy
Killer UX Design (TINDER)
Turning users and activity into revenue
Monetize user
behavior
Getting users and advocates to shareGrowth via sharing
and ...
A unique kick-ass user experience aligned with the right
business model can define a “disruptive” product.
It helps the en...
Thank you.
@jaimerlevy
jaimerlevy@gmail.com
FREE UX STRATEGY TOOLKIT = UserExperienceStrategy.com
Jaime Levy // What the Hell is UX Strategy?! // UX Week 16
Jaime Levy // What the Hell is UX Strategy?! // UX Week 16
Jaime Levy // What the Hell is UX Strategy?! // UX Week 16
Jaime Levy // What the Hell is UX Strategy?! // UX Week 16
Jaime Levy // What the Hell is UX Strategy?! // UX Week 16
Jaime Levy // What the Hell is UX Strategy?! // UX Week 16
Jaime Levy // What the Hell is UX Strategy?! // UX Week 16
Jaime Levy // What the Hell is UX Strategy?! // UX Week 16
Jaime Levy // What the Hell is UX Strategy?! // UX Week 16
Jaime Levy // What the Hell is UX Strategy?! // UX Week 16
Jaime Levy // What the Hell is UX Strategy?! // UX Week 16
Jaime Levy // What the Hell is UX Strategy?! // UX Week 16
Jaime Levy // What the Hell is UX Strategy?! // UX Week 16
Jaime Levy // What the Hell is UX Strategy?! // UX Week 16
Jaime Levy // What the Hell is UX Strategy?! // UX Week 16
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Jaime Levy // What the Hell is UX Strategy?! // UX Week 16

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User experience (UX) strategy lies at the intersection of UX design and business strategy. This talk delves into this crucial practice, which relies on empirical, lightweight tactics for pushing cross-functional teams toward a unique digital solution that customers want. It will start with a primer covering topics such as competitor analysis, validated user research, value innovation, and why you must design a “killer” user experience. Then several UX strategy techniques will be explained that you can use for crafting consumer products that potentially make magic happen and destroy outdated mental models.

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Jaime Levy // What the Hell is UX Strategy?! // UX Week 16

  1. 1. So I’ve been a software designer (inventor) for over 25 years… @jaimerlevy
  2. 2. I HAD to learn about packaging, distribution and sales.
  3. 3. Then one day Billy Idol walked into a bookstore …
  4. 4. About a decade ago, I got asked to lead my first “Discovery Phase” @jaimerlevy
  5. 5. THEN we spent 6 months WIREFRAMING away!
  6. 6. The Traditional Discovery Phase (UX Strategy) was A FARCE @jaimerlevy
  7. 7. @jaimerlevy So I tried to learn everything I could about UX Strategy…
  8. 8. @jaimerlevy So I tried to learn everything I could about UX Strategy… Definition of Experience Strategy by Jesse James Garrett in Indi Young’s book Mental Models, Rosenfeld Media, 2008
  9. 9. @jaimerlevy So I tried to learn everything I could about UX Strategy… Definition of Experience Strategy by Jesse James Garrett in Indi Young’s book Mental Models, Rosenfeld Media, 2008 LSD
  10. 10. User experience (UX) strategy lies at the intersection of UX design and business strategy. So what the hell is UX Strategy?!
  11. 11. So what the hell is UX Strategy?! It’s a plan-of-action on how to ascertain that the user experience of a product is aligned with the business’s objectives.
  12. 12. So what the hell is UX Strategy?! It's the method by which you validate that your solution solves a problem for real customers in a dynamic marketplace.
  13. 13. So what the hell is UX Strategy?! It’s a practice that when done empirically is a better guarantee of a successful digital product than just crossing your fingers and writing a bunch of code.
  14. 14. THE FOUR TENETS OF UX STRATEGYThese are the four tenets of my UX Strategy FRAMEWORK
  15. 15. Case study of a stellar UX Strategy
  16. 16. BUSINESS STRATEGY = Kicking the ASS of all your competitors
  17. 17. VALUE INNOVATION = Offering a LEAP in value for customers
  18. 18. VALIDATED USER RESEARCH = EVIDENCE of a needed solution
  19. 19. KILLER UX DESIGN = Providing a FRICTIONLESS User Experience
  20. 20. What “WINNING” looks like!
  21. 21. Business Strategy is the plans, choices, and decisions used to guide a company to greater profitability and success. 
  22. 22. In his now classic1985 book Competitive Advantage, Michael E. Porter lays out the two most common ways to achieve a competitive advantage.
  23. 23. (1) cost leadership
  24. 24. (2) differentiation(2) differentiation
  25. 25. A promise of value to be delivered and a belief from the customer that value will be experienced. What is a Value Proposition?
  26. 26. Why You Must Conduct Competitive Research
  27. 27. Do thorough research of both direct and indirect competitors!
  28. 28. Mental models are the steps we think we need to take to accomplish a task. Innovation can happen when we reimagine an offline experience with a digital interface. Digital Value Propositions offer new MENTAL MODELS Hitchhiking UBERing->
  29. 29. Value Innovation can be accomplished by focusing on the primary utility of a product and making the experience of it an indispensable aspect of how we live our lives.
  30. 30. In this game changing 2005 book Blue Ocean Strategy, the authors argue that companies can succeed by creating value innovation for an uncontested market space, thus making the competition irrelevant.
  31. 31. Value Innovation for Digital Products It offers a new mash up of features from both competitors and relevant existing alternatives. (i.e. Meetup + transactional system = Eventbrite)
 It transcends a value proposition from existing larger platforms. 
 (i.e. Google Maps + crowdsourcing = Waze)
 It consolidates formerly disparate user experiences into one single solution (i.e. Smartphone with camera - YouTube = Vine)
  32. 32. Validated User Research is we focus our research on a specific customer segment who have a problem that needs to solved and we validate our findings with measurable results.
  33. 33. In his mind-blowing 2011 book Lean Startup, Eric Ries's philosophy on Validated User Research and the Build-Measure- Learn feedback loop has totally recast the way both startups and enterprises release products into the marketplace.
  34. 34. User Research These two Books had a BIG Influence on Validated User Research Customer Discovery
  35. 35. Traditional user research AKA “Ethnography” @jaimerlevy
  36. 36. The purpose of an experiment is to test a hypothesis
  37. 37. We want MEASURABLE results to validate/invalidate our value prop!
  38. 38. Guerrilla User Research is fast, cost-efficient and methodical! @jaimerlevy
  39. 39. This PROTOTYPE SOLUTION in how we measure SIGNAL! @jaimerlevy
  40. 40. BEAUTIFUL CONTENT AFFORDABLE PACKAGES We show the KEY EXPERIENCES of our value proposition…
  41. 41. TOUR SCHEDULING PRICE TRANSPARENCY and our business model to get validataion (not just empathy)…
  42. 42. from our HYPOTHESIZED customers. @jaimerlevy
  43. 43. And IDEALLY, with the stakeholder sitting there!
  44. 44. And capture the feedback in a systematic way @jaimerlevy
  45. 45. But what if I my boss won’t let me???!!!! DON’T WAIT FOR PERMISSION! 
 BE INTREPRENURIAL!
  46. 46. 1 2 3 Collect empirical evidence by A/B Testing Landing Pages
  47. 47. Killer UX Design is accomplished when the product interface allows its users/ customers to easily accomplish their goals with little resistance. In a word, Killer UX design enables an experience that is FRICTIONLESS!
  48. 48. Killer UX Design (WAZE)
  49. 49. Killer UX Design (UBER)
  50. 50. Why you MUST Design for Conversion $$$ / happy customers Killer UX Design = Better Conversion @jaimerlevy
  51. 51. Killer UX Design (TINDER)
  52. 52. Turning users and activity into revenue Monetize user behavior Getting users and advocates to shareGrowth via sharing and WOM Delivering product value early and oftenRepeat use of product and features Getting users to the Aha! momentUsers sign up or create accounts Getting people to your site People come to your site from various channels Revenue Referral Retention Activation Acquisition Use growth hacking techniques to get USERS down the product funnel.
  53. 53. A unique kick-ass user experience aligned with the right business model can define a “disruptive” product. It helps the entire team and the stakeholders reach a shared product vision for greater efficiency. By doing everything you can to validate your UX strategy, you reduce the risk of making products that nobody wants. P.S. Your existence is what you make of it! Why UX Strategy is Crucial (the takeaways)
  54. 54. Thank you. @jaimerlevy jaimerlevy@gmail.com FREE UX STRATEGY TOOLKIT = UserExperienceStrategy.com

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