This document discusses user experience (UX) strategy. It defines UX as how a human feels when using a digital product to accomplish a goal. UX strategy focuses on the big picture of interconnecting all products within a brand's ecosystem to provide a unified experience. The document outlines that UX strategy is needed to validate assumptions about a solution's value proposition with customers before development. It presents the four tenets of UX strategy as cost leadership, differentiation, UX differentiation, and business strategy that requires research, analysis, testing, and iteration.

1. User Experience Strategy
Keeping the user first

2. What is user experience?
The “user experience” (UX) is how
a human feels when using the
interface of a digital product while
attempting to accomplish a task or
goal.

3. UX Design vs. UX Strategy
Design = Doing/ creating something.
Strategy = Game plan to create
something.

4. UX Strategy focuses on the big picture
When you are looking at the user experience of a brand, it is about the whole
ecosystem; the entire gamut of different digital products, services and platforms.
UX strategy at that level interconnects all the products of a digital family with a
unified experience.
Some products of the Apple ecosystem

5. LinkedIn ecosystem

6. But what’s the need of a
UX strategy?

7. Here’s a laundry list of
features. Now make an
amazing design!
I have got a killer idea for
a new product! I have a
hunch it will work!
All girls like pink.
Everyone knows it.
Let’s make an amazing
voice based bot, people
will adapt to it.

8. The big problem?
ALL OF THESE ARE ASSUMPTIONS!

9. UX Strategy is the vision of a solution that needs to be validated with
real potential customers to prove that it’s desired in the marketplace.
That is when UX strategy comes to the rescue:
Excerpt From: Jaime Levy. “UX Strategy: How to Devise Innovative Digital Products That People Want.” iBooks.

10. THE 4 TENETS OF UX STRATEGY BY JAMIE LEVY

11. Cost leadership
Offering the lowest price for
products in a particular
industry.
Differentiation
A new or unique product or a
unique aspect of the product
for which customers will pay a
premium because of its
perceived value.
UX differentiation

12. Strategising the cafe experience led to Starbucks!

13. Twitter changed how people read news!

14. UX differentiation
Mass adoption first, profits later.
Once Facebook was
adopted my millions of
people world wide, it
innovated a new kind of
business model that relied
on monetising its user data
for selling targeted
advertising.

15. Business Strategy
Not a static perfect plan
anymore
Research
Analyse
Test
Fail
Learn
Iterate
Develop the
value
proposition

16. All the aspects of a business model are directly related to the experience of the end user.
Hence, collaboration among all stakeholders (including a UX stakeholder) is significant in
the planning phase.

17. Cost leadership
DifferentiationUX differentiation

18. Airbnb is a “community marketplace” for people to list, discover, and book sublets of
practically anything from a tree house in Los Angeles to a castle in France.
Its value proposition has completely disrupted the travel and housing industry!

19. Uber let’s people book cabs from the convenience of a few clicks!
Its value proposition has disrupted the format of renting cabs!

20. But how do you ensure that your value proposition is strong?
2. Identify your customer segment’s main
problem.
1. Define your primary customer segment.

21. 3. Create personas based on
your assumptions.
4. Conduct customer discovery to
validate or invalidate your solution’s
initial value proposition. Reassess
the VP.

22. Sketch & prototype the main experience

23. User research is how you verify that you’re on the right
track with your value proposition.
It is a process based on a reality-check that focuses on
direct feedback from interaction with users.
A user test in progress at BookMyShow

24. Some screens of the BookMyShow app

25. UX Design vs. UX Strategy
When you are doing design, you are creating
something. When you are doing strategy, you are
coming up with a game plan before creating
something.
Excerpt From: Jaime Levy. “UX Strategy: How to Devise Innovative Digital Products That People Want.” iBooks.

26. UX Strategy in Banking
Why it’s a necessity, not an option for banks!

27. The era of completely digital UX is approaching

28. Millennials are loyal to experiences, not brands

29. User experience needs to be seamless
across all touch points

30. Tailor made for each individual
Smart analytics through artificial intelligence will help in providing a highly personalised
user experience suitable to each individual.

31. Understanding the entire user journey will be the key
A UX specialist explores the big picture of banking service workflow, hundreds of user
scenarios and the overall background to create an ideal user journey map.

32. Banks need to be break away from their traditional view of
serious design and be open to fun interactions for a delightful
user experience!

33. Recommended books

34. Thank You!
Sonal Malhotra
UX evangelist at BookMyShow
www.facebook.com/SonalOPositive