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UX Strategy Blueprint
This document discusses UX strategy and its importance. A UX strategy helps a business solve problems through coordinated UX choices that define a desired experience. It discusses elements of strategy, including challenges, aspirations, focus areas, guiding principles, and activities. UX strategy is needed for several reasons, such as business shifts, ecosystem design challenges, and ensuring cohesion between high-level vision and daily actions. Strategic learning is also discussed, where strategy emerges through learning rather than being purely deliberate. The document provides examples and emphasizes that strategy and execution are interconnected.
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UX Strategy Blueprint
- 1. UX Strategy Blueprint JimKalbach March 2015
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- 3. • Strategy • UXStrategy • Strategic Learning
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- 5. “Air Sandwich“ A strategyis a set of hypotheses about cause and effect….and can be expressed by a sequence of if-then statements. ROBERT KAPLAN & DAVID NORTON “Linking the Balanced Scorecard to Strategy” 1996
- 6. “Air Sandwich“ A goodstrategy honestly acknowledges the challenges being faced and provides an approach to overcoming them.
- 7. “Air Sandwich“ At generalmanagement’s core is strategy: defining a company’s position, making trade-offs, and forging fit among activities …Strategy renders choices about what not to do as important as the choice about what to do. MICHAEL PORTER “What is strategy?” Harvard Business Review, 1996
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- 9. Building strategy isa creative exercise to design a way of overcoming key challenges to reach a desired outcome with an interlocking set of choices for consistency in action.
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- 13. 5 Ps ofStrategy 1. Pattern – Trends from the past 2. Position – Desired outcome 3. Perspective – Philosophy of working 4. Ploy – Out-maneuver opposing forces 5. Plan – Course of action
- 14. 5 Strategy Questions 1.What's your winning aspiration? 2. Where will you play? 3. How will you win? 4. What capabilities are needed? 5. How will you manage strategy?
- 15. LAFLEY & MARTINMINTZBERG KEY QUESTIONS Pattern What challenges motivate action? Aspiration Position What are your aspirations? Playing field Perspective What will you focus on? How to win Ploy What are your guiding principles? Capabilities Plan What types of activities are needed? Management How will you measure success? Strategic Questions
- 16. What is UXstrategy?
- 17. “Air Sandwich“ But thesechoices beget more choices in the rest of the organization… Each level in the organization has its own strategic choice cascade.
- 18. UX Strategy UX strategyhelps the business solve its problems through an interlocking set of choices that coordinates UX activity for a desired experience.
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- 20. ELEMENT BUSINESS STRATEGY Challenges Losingcustomers and revenue due to disruption and slipping market relevance Aspiration Reinvent the business to maintain leadership Focus Areas • Global • Research institutions • Online channels • Social media Guiding Principles Leverage scale and authority to win Activities • Acquire • Innovate business model • Refresh brand • Build expertise in social Measurements Retention Revenue Einstein Media Co. Worldwide leader in scientific publishing EXAMPLE
- 22. Ethnography Workflow models, touchpoint maps Guidelines and governance Enable usersto be discoverers of scientific breakthroughs Modular, ubiquitous, but familiar formats Organize and design across workflows Satisfaction (SUS) % of UIs that comply to guidelines End consumers Communities, social Information interaction: finding & publishing
- 23. Strategy is… … ahypothesis about a desired position … about overcoming challenges … a choice and about trade-offs … hierarchical … not only analysis or planning
- 24. Why do weneed UX strategy?
- 26. 1. Shift inbusiness 2. Ecosystem design 3. “Air sandwich“ Why UX Strategy
- 27. “Air Sandwich“ An AirSandwich is a strategy that has a clear vision and future direction on the top layer, day- to-day action on the bottom, and virtually nothing in the middle– no meaty key decisions that connect the two layers. NILOFER MERCHANT
- 28. 1. Shift inbusiness 2. Ecosystem design 3. “Air sandwich“ 4. Large org with dependencies 5. Migrations and acquisitions Why UX Strategy
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- 30. “Defining strategy asintended and conceiving it as deliberate, as has traditionally been done, effectively precludes the notion of strategic learning. Once the intentions have been set, attention is riveted on realizing them, not on adapting them. Messages from the environment tend to get blocked out. Adding the concept of emergent strategy…opens the process of strategy making up to the notion of learning.” Minzberg & Waters. “Of Strategies Deliberate and Emergent” (1985)
- 31. Deliberate vs EmergentStrategy
- 32. Intended Strategy Realized Strategy Deliberate Strategy Unrealized Strategy Emergent Strategy Learned Strategy Minzberg& Waters. “Of Strategies Deliberate and Emergent” (1985)
- 33. “Air Sandwich“ MYTH 1:Execution Equals Alignment MYTH 2: Execution Means Sticking to the Plan MYTH 3: Communication Equals Understanding MYTH 4: A Performance Culture Drives Execution MYTH 5: Execution Should Be Driven from the Top “Why Strategy Execution Unravels—and What to Do About It” Donald Sull, Rebecca Homkes, Charles Sull. HBR, Mar 2015
- 34. “Doing” clearly includessome “choosing.” Calling some choices “strategy” and some “execution” is a fruitless distinction.
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- 36. March 29: “MappingExperiences with Alignment Diagrams“ Workshop at GA
- 37. April 20: “Jazz asa Model for Agile Teamwork“ Agile UX Meetup in NYC
- 38. Workshops & Consulting •UX Strategy • Experience Mapping • Ethnography • IA, Design and more...
- 39. IKEA Activity Map+ UX Overlay BRANDON SCHAUER