The document discusses what a UX strategy is and how to develop one. It explains that a UX strategy defines the big picture vision for a product by focusing on solving the users' problems rather than just designing individual screens. The levels of UX design are outlined from strategic goals down to individual interface objects. Examples of successful strategies like ProFlowers and Websense are provided that were built around understanding the users' needs rather than the company's existing solutions. The key aspects of developing a strategy are identifying the user's problem, desired outcome, knowledge, and knowledge gaps.

1. What is a UX Strategy?
And how do I create a winning one?
Larry Marine
UX Architect
Intuitive Design © 2012

2. Solving the Wrong Problem
 Most designers accept the product definition and design
from there
 Focus is on the controls and screens
 Miss the big picture
 Solve the wrong problems, very well.
 Strategy avoids such mediocre designs
Intuitive Design © 2012

3. Levels of UX Design
 Object– moving objects around on the screen
Intuitive Design © 2012

4. Levels of UX Design
 Tactical – Screen order (checkout flow)
 Object– moving objects around on the screen
Intuitive Design © 2012

5. Levels of UX Design
 Strategic – Overall design approach
 Tactical – Screen order (checkout flow)
 Object– moving objects around on the screen
Intuitive Design © 2012

6. Levels of UX Design
 Goal – What problem should the product solve
 Strategic – Overall design approach
 Tactical – Screen order (checkout flow)
 Object– moving objects around on the screen
Intuitive Design © 2012

7. Why a Strategy?
 Strategy defines the “big picture”
 Strategy drives needs-first innovation
 Strategy creates a design culture
 How else is anyone supposed to know what ideas fit everyone
else's design approaches
 NASA in the 60’s
Intuitive Design © 2012

8. What IS a Strategy?
 First, It’s NOT a mission statement!
 It ISa short specific statement
 “We’re going to the moon.”
Intuitive Design © 2012

9. Example Strategy: Proflowers
 What kind of company is Proflowers?
 Proflowers doesn’t sell flowers
 They sell occasions
 But still, what kind of company is Proflowers?
 Stay tuned
Intuitive Design © 2012

10. ProFlowers: Home Page
The first 3 tabs are
all about occasions
Intuitive Design © 2012

11. How to Find Your Strategy
 Clearly define your users’ problem
 What is their desired outcome
 What is their Kn-base/perspective
 What do they need to know, but won’t
 This is the Kn gap the product must bridge
Intuitive Design © 2012

12. What Kind of Company Are You?
 What kind of company are you?
 Product
 Service
 Non-profit
Intuitive Design © 2012

13. What Kind of Company Are You?
 What kind of company are you?
 Product
 Service
 Non-profit
Intuitive Design © 2012

14. You are a Knowledge Company
 You know more than any of your customers
 You know what works and what doesn’t
 How can you incorporate that Kn into your product?
 This the basis of many successful product strategies
Intuitive Design © 2012

15. What is Knowledge?
 It’s part of the Data to Action continuum
Intuitive Design © 2012

16. DatatoAction Continuum
Data = Raw data, just numbers 95
Info= Add relationship 95
Insight= Give it context Your chicken is 95
but must be 175
Knowledge= Make it actionable Cook at 375 for 15
more minutes
Intuitive Design © 2012

17. Data (just the facts):
Sam’s Store Nov 07 Dec 07 Jan08 Feb08 Mar08
My Product ABC
Total sales volume 6,596 7,356 7,995 7,542 8,142
Sales change % 2.3 2.4 2.3 2.4 2.5
New sales volume 2,685 3,059 3,593 3,173 3,785
New sales change % 2.0 2.2 2.1 2.1 2.3
My Product XYZ
Total sales volume 2,861 3,246 3,401 3,341 3,844
Sales change % 3.4 4.1 4.5 4.3 4.6
New sales volume 1,085 1,336 1,512 1,381 1,615
New sales change % 3.5 4.7 4.1 4.5 4.7
My Product DEF
Total sales volume 3,522 3,948 4,375 3,959 4,618
Sales change % 5.4 5.7 5.7 5.5 5.4
New sales volume 1,493 1,647 2,015 1,644 1,987
New sales change % 5.6 5.8 5.1 5.8 5.5
Intuitive Design © 2012

18. Information (relationships):
How am I Performing Against My Planned Sales Goals?
5
4
Planned 145,000
3
$M
2
1 Actual 99,876
0
Last Year 91,322
July Aug Sept
Intuitive Design © 2012

19. Insight (context):
How am I Performing Against My Planned Sales Goals?
5
4
Planned 145,000
3
$M
2
1 Actual 99,876
0 Last Year 91,332
July Aug Sept
I Insights
Actual Sales 33% < Planned Sales
Actual Sales 10% > Last Year's Sales
$2,000 (out of potential $10,000) Bonus This Quarter!
Intuitive Design © 2012

20. Knowledge (actionable best practice):
Bonus Recommended Action
$10,000 Potential bonus Visit Dr. James... monthly
$2,000 Earned
Stop visiting Dr Billings...
How am I Performing Against My Planned Sales Goals?
5
4
Planned
3
$M
2
1 Actual 33% < Planned
10% > Prior Yr
0
Last Year
July Aug Sept
Intuitive Design © 2012

21. Any Real World Examples?
 Anyone?
Intuitive Design © 2012

22. So, what is Proflowers?
 They are a Knowledge company!
 Customers need to solve an occasion
 Customers don’t know the right flowers for an occasion
 Proflowers suggests the right flowers
 All you have to know is the occasion
 They know the flowers
Intuitive Design © 2012

23. Building a Knowledge Strategy
 Each user can only see within their four walls
 You see across all of your users’ walls
 You see best practice approaches
 You also see what DOESN’T work
 Optimize for those best practices
 And help users avoid bad practices
Intuitive Design © 2012

24. Finding Your Strategy
 Clearly define the users’ problem
 What is their desired outcome
 What is their Kn-base/perspective
 What do they need to know, but won’t
 This is the Kn gap the product must bridge
Intuitive Design © 2012

25. Another UX Strategy: E-commerce
User State
 Awareness
 Attention
 Desire
 Action
Intuitive Design © 2012

26. Another UX Strategy: E-commerce
User State Transition Trigger
 Awareness
↓ Point of Pain
 Attention
↓ What’s in it for me?
 Desire
↓ Reason to Believe
 Action
Intuitive Design © 2012

27. What’s Wrong with this Picture?
Intuitive Design © 2012

28. What’s Wrong with this Picture?
Reason to Believe
Where’s the Point of Pain? front and center.
What’s in it for me?
You want ME to figure out which of
YOUR products will work for me?
Intuitive Design © 2012

29. Yet Another Example: Websense
 2001 – Sold web access control solutions to IT
 One of many similar companies – sales were flat
 IT hated the product
 Cost money
 Took time
 HR constantly hounded them for access violation reports
Intuitive Design © 2012

30. Do you see the strategic opportunity?
 Design it for HR, not IT
 HR has the budget
 HR has the time
 HR is the only group who needs the reports
 Websense now owns their market
Intuitive Design © 2012

31. I Need a Volunteer
 What kind of company are you?
 What is your key customers’ point of pain?
 What is their desired outcome?
 What Kn do they have?
 What do they need to know to succeed?
 So what should your strategy be?
Intuitive Design © 2012

32. Free Strategic Analysis
 First 5 requests get a free UX Strategy analysis
 LMarine@IntuitiveDesign.com
 @UXStrategy
 More info:
 Google “UX Strategy”
Intuitive Design © 2012