The webinar discusses the importance of developing a successful UX strategy, presented by Paul Bryan of UX Strategy Group and co-hosted by Alfonso de la Nuez from UserZoom. Key topics include aligning UX design with business strategy, understanding customer data, and creating effective experience modeling and behavioral segmentation. The session emphasizes the necessity of a comprehensive UX strategy that serves as a guiding framework for user experience design towards achieving business goals.

1. Webinar:
How to Develop a Successful UX Strategy
Paul Bryan, UX Strategy Group
#uzwebinar

2. Speakers:
Paul Bryan
UX Strategy and User
Research Consultant
UX Strategy Group
Speaker
Alfonso de la Nuez
Co-Founder and
Co-CEO
UserZoom
Moderator
@paulbryan
@delanuez23 @userzoom

3. Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the
slides/recording
• Twitter hashtag: #uzwebinar
www.userzoom.com

4. About UserZoom
 All-in-one Enterprise software solution that helps Businesses costeffectively test, measure and improve UX over websites & mobile apps.
 Offer online or remote user research & testing
solutions, saving UXers time, money, effort,
and a lot of actionable insights
 UX Consultants since ’01, SaaS since ‘09
Product Suite:
 Unmoderated Remote Usability Testing
 In Sunnyvale (CA) Manchester (UK), Munich
(DE) and Barcelona (Spain)
 Remote Mobile Usability Testing
 Online Surveys (web & mobile)
 Online Card Sorting
 90% renewal rate, 50% revenue growth rate
in the last 3 years
 Tree Testing
 Screenshot Click Testing
 Screenshot Timeout Testing (5-sec test)
 Web VOC
 Mobile VOC
www.userzoom.com

5. TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segmentation (e.g. personas)
Road map
...other
Paul Bryan
UX Strategy Group (uxstrategy.net)
5

6. INTRO
What is UX Strategy?
• A rapidly growing practice within the
larger field of user experience.
• It’s about building a rationale that
guides user experience design efforts
for the foreseeable future.
Paul Bryan
UX Strategy Group (uxstrategy.net)
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7. GROUP
Paul Bryan
UX Strategy Group (uxstrategy.net)
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8. CONFERENCE
Paul Bryan
UX Strategy Group (uxstrategy.net)
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9. BOOK
Paul Bryan
UX Strategy Group (uxstrategy.net)
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10. COLUMN
Paul Bryan
UX Strategy Group (uxstrategy.net)
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11. CLASSROOM
Paul Bryan
UX Strategy Group (uxstrategy.net)
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12. INTRO
Let’s start with some definitions
Goal: Desired future state
Strategy: Approach, Big Idea or Concept for reaching
the goal
Tactic: Specific action consistent with the strategy
Paul Bryan
UX Strategy Group (uxstrategy.net)
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13. INTRO
Paul Bryan
UX Strategy Group (uxstrategy.net)
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14. INTRO
Paul Bryan
UX Strategy Group (uxstrategy.net)
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15. INTRO
Paul Bryan
UX Strategy Group (uxstrategy.net)
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16. INTRO
Paul Bryan
UX Strategy Group (uxstrategy.net)
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17. INTRO

18. INTRO
What is a UX Strategy?
• Communicates an overarching approach, vision or big
idea that serves as a “North Star” of UX
• Aligns user experience design with business strategy
• Differentiates a company's products and services from
those of its main competitors
• It describes prioritized customer segments, and how to
address their needs, wants, and interactive behaviors
• Provides a road map that shows how future releases
progressively achieve high-level goals
Tactical UX: Do what seems best right now
Paul Bryan
UX Strategy Group (uxstrategy.net)
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19. INTRO
Q: Isn’t all UX strategic?
A: We can all be strategic.
We are not all working on strategy.
Paul Bryan
UX Strategy Group (uxstrategy.net)
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20. TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segmentation (e.g. personas)
Road map
...other
Paul Bryan
UX Strategy Group (uxstrategy.net)
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21. VISION
Paul Bryan
1. Vision
UX Strategy Group (uxstrategy.net)
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22. VISION
“Knowledge is limited.
Imagination encircles the world.”
Albert Einstein
Paul Bryan
UX Strategy Group (uxstrategy.net)
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23. VISION
Vision is seeing a desired future state in
enough detail to get there
Paul Bryan
UX Strategy Group (uxstrategy.net)
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24. VISION
Paul Bryan
UX Strategy Group (uxstrategy.net)
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25. VISION
So is vision only for geniuses?
Paul Bryan
UX Strategy Group (uxstrategy.net)
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26. VISION
Go to a quiet place and imagine the future
Paul Bryan
UX Strategy Group (uxstrategy.net)
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27. TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segmentation (e.g. personas)
Road map
...other
Paul Bryan
UX Strategy Group (uxstrategy.net)
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28. BUSINESS STRATEGY ALIGNMENT
Paul Bryan
UX Strategy Group (uxstrategy.net)
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29. BUSINESS STRATEGY ALIGNMENT
“Sound strategy starts with having
the right goal.”
Michael Porter
Paul Bryan
UX Strategy Group (uxstrategy.net)
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30. BUSINESS STRATEGY ALIGNMENT
Hint: This is an arduous process
• Establish a relationship with business strategy
• Obtain business strategy documentation:
Annual operating plan
Market data
Competitive data
Marketing strategy
Prioritization of product development
Prioritization of customer segments
• Connect business strategy with specific UX
design direction and components
Paul Bryan
UX Strategy Group (uxstrategy.net)
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31. BUSINESS STRATEGY ALIGNMENT
Paul Bryan
UX Strategy Group (uxstrategy.net)
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32. BUSINESS STRATEGY ALIGNMENT
Paul Bryan
UX Strategy Group (uxstrategy.net)
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33. BUSINESS STRATEGY ALIGNMENT
Paul Bryan
UX Strategy Group (uxstrategy.net)
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34. BUSINESS STRATEGY ALIGNMENT
Can you answer these questions:
1. What moves the needle in profitability in your business?
2. How does UX impact the needle?
3. How does the business vision and operating plan directly
impact UX design? Where can I observe it?
4. What is the ROI of UX success? Does a UX home run
increase revenue 10%, 100%, 1000%?
5. What kinds of customer decision factors influence usage
and profit? Are they category-specific?
6. What barriers do customers currently experience that, if
removed, would yield much higher completion rates?
7. What differentiates your company from competitors? Are
these factors evident in digital channels?
Paul Bryan
UX Strategy Group (uxstrategy.net)
34

35. TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segmentation (e.g. personas)
Road map
...other
Paul Bryan
UX Strategy Group (uxstrategy.net)
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36. CUSTOMER DATA
Paul Bryan
UX Strategy Group (uxstrategy.net)
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37. CUSTOMER DATA
“In God we trust.
All others bring data.”
W. E. Deming
Paul Bryan
UX Strategy Group (uxstrategy.net)
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38. CUSTOMER DATA
Aligning research methodology to design phase
Design Concept
Design solution does not exist
Key concepts not well-defined
Design solution does exist
Key variables can be measured
Initiation
Launch
Discovery
Ethnography
Paul Bryan
Survey
Formulation
Depth Interviews
Evaluation
Formative Usability
UX Strategy Group (uxstrategy.net)
Evaluative Usability
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39. CUSTOMER DATA
Actionable Insight =
connecting the wires between research data and design
Paul Bryan
UX Strategy Group (uxstrategy.net)
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40. CUSTOMER DATA
BTW:
Big Data is going to ROCK the world of UX
Paul Bryan
UX Strategy Group (uxstrategy.net)
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41. TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segmentation (e.g. personas)
Road map
...other
Paul Bryan
UX Strategy Group (uxstrategy.net)
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42. COMPETITIVE LANDSCAPE
Paul Bryan
UX Strategy Group (uxstrategy.net)
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43. COMPETITIVE LANDSCAPE
“Know thy self, know thy enemy. A
thousand battles, a thousand
victories.”
Sun Tzu
Paul Bryan
UX Strategy Group (uxstrategy.net)
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44. COMPETITIVE LANDSCAPE
Paul Bryan
UX Strategy Group (uxstrategy.net)
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45. COMPETITIVE LANDSCAPE
Paul Bryan
UX Strategy Group (uxstrategy.net)
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46. COMPETITIVE LANDSCAPE`
Paul Bryan
UX Strategy Group (uxstrategy.net)
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47. TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segmentation (e.g. personas)
Road map
...other
Paul Bryan
UX Strategy Group (uxstrategy.net)
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48. EXPERIENCE MODELING
Paul Bryan
UX Strategy Group (uxstrategy.net)
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49. EXPERIENCE MODELING
“Design is not just what it looks like
and feels like.
Design is how it works.”
Steve Jobs
Paul Bryan
UX Strategy Group (uxstrategy.net)
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50. EXPERIENCE MODELING
Our approach to creating an experience model:
• Become very familiar with the real world phenomenon
you want to model (ethnography, video diaries)
• Create a comprehensive list of entities and their
relationships
• Sketch the processes that occur and the data that is
exchanged
• Group entities and processes that are similar
• Consolidate and simplify
Paul Bryan
UX Strategy Group (uxstrategy.net)
50

51. TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segmentation (personas)
Road map
...other
Paul Bryan
UX Strategy Group (uxstrategy.net)
51

52. BEHAVIORAL SEGMENTATION
Paul Bryan
UX Strategy Group (uxstrategy.net)
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53. BEHAVIORAL SEGMENTATION
“People's behavior makes sense if
you think about it in terms of their
goals, needs, and motives.
Thomas Mann
Paul Bryan
UX Strategy Group (uxstrategy.net)
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54. BEHAVIORAL SEGMENTATION
Our approach for creating retail personas
1. Review existing customer data and web analytics
2. Conduct in-depth customer research, either through
on-location interviews or ethnographic studies
3. Determine customer needs, wants, motivations, and
purchase processes relevant to web, mobile phone,
tablets, and/or in-store technology
4. Determine the factors that impact interactive
behavior
5. Create real customer profiles that illustrate range of
values for key variables
Paul Bryan
UX Strategy Group (uxstrategy.net)
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55. BEHAVIORAL SEGMENTATION
Our approach for creating retail personas
6. Operationalize variables using quantitative methods
(valid and repeatable)
7. Create personas that represent each distinct segment
8. Prioritize personas based on value to the company
(quantitative)
9. Develop a UX strategy to engage top personas
10. Quantify real impact, refine the model
Paul Bryan
UX Strategy Group (uxstrategy.net)
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56. BEHAVIORAL SEGMENTATION
The key is identifying differentiating user attributes:
•
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•
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•
Level of knowledge in the product category
Awareness of competitive offerings
Willingness to surrender personal information
Willingness to sign up for communications
Need for detailed explanations prior to purchase
Need for personal hand-holding after initial setup
Ability to read text of various sizes and colors on a device
Tendency to check many competitors prior to a purchase
Price sensitivity
Number of devices used
Readiness to use online training to learn new capabilities
Paul Bryan
UX Strategy Group (uxstrategy.net)
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57. BEHAVIORAL SEGMENTATION
Use semantic differential scales to differentiate types
Browses shopping sites on mobile in down time
Never
Paul Bryan
UX Strategy Group (uxstrategy.net)
>2x / Day
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58. TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segmentation (e.g. personas)
Road map
...other
Paul Bryan
UX Strategy Group (uxstrategy.net)
58

59. ROAD MAP
Paul Bryan
UX Strategy Group (uxstrategy.net)
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60. ROAD MAP
The essence of strategy is
choosing what not to do.
Michael Porter
Paul Bryan
UX Strategy Group (uxstrategy.net)
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61. ROAD MAP
Our approach for generating a UX road map:
• Gather relevant data
• Create the universe of possibilities
• Assign a value (typically Business value, Customer
value, Technology effort or cost)
• Apply weighting as warranted by the context
• Apply a reality check
• Stage the resulting prioritized list into releases
• Create a product road map
Other approaches: Kano, Surveys, MVP
Paul Bryan
UX Strategy Group (uxstrategy.net)
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62. TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Behavioral segmentation (e.g. personas)
Experience modeling
Road map
...other
Paul Bryan
UX Strategy Group (uxstrategy.net)
62

63. other...
Anders Ramsay (andersramsay.com)
Paul Bryan
UX Strategy Group (uxstrategy.net)
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64. other...
Anders Ramsay (andersramsay.com)
Paul Bryan
UX Strategy Group (uxstrategy.net)
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65. other...
Paul Bryan
UX Strategy Group (uxstrategy.net)
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66. Questions?
UX Strategy Group (www.uxstrategy.net)

67. Thank You!
UX Strategy Group (www.uxstrategy.net)