This document provides an overview of UX strategy tools and concepts through a presentation by Martin Gude. It begins by asking "what the #?%& is UX strategy?" and references definitions from experts like Peter Sarstedt, Jesse James Garrett, and Jaime Levy. Gude then shares several tools used for UX strategy, including business models, competitive analysis, customer personas, customer journeys, experience use cases, and product experiences. The presentation concludes by recommending further reading on UX strategy from experts like Garrett, Levy, Portigal, and Schrage.

1. WHERE DO YOU GO
TO MY LOVELY?
WHAT THE #?%& IS UX STRATEGY
AND IS THERE A TOOLBOX?
MARTIN GUDE · @MA6 · MA6.ME · #UXCGN19

2. HEY,
I‘M MARTIN.
#HIREME
#PRODUCT
· MA6.ME@MA6
#UXSTRATEGY

3. WHEN I READ
TONIGHT‘S SESSION
TITLES
I THOUGHT ONE
WAS MISSING…

5. BUT NOW IT IS
TIME FOR WHERE
DO YOU GO TO
MY LOVELY?

6. I TALK ABOUT
USER
EXPERIENCE
STRATEGY

7. BUT WHAT THE
#?%& IS USER
EXPERIENCE
STRATEGY?

8. LET‘S ASK
PETER
SARSTEDT

10. OR
JESSE JAMES
GARRETT

11. STRATEGY

12. OR
JAIME LEVY

13. UX STRATEGY IS
THE BIG
PICTURE

14. UX STRATEGY IS
THE HIGH LEVEL PLAN TO
ACHIEVE ONE OR MORE
BUSINESS GOALS UNDER
CONDITIONS OF
UNCERTAINTY

15. UX STRATEGY
CONNECTS THE
BUSINESS WITH THE
OTHER DISCIPLINES
OF UX DESIGN

16. NOW ENOUGH
DEFINITIONS
IT‘S TIME FOR

17. MY
TOOLBOX
WARNING: WE‘RE GONNA
RUSH THROUGH MANY
TOOLS IN VERY LITTLE TIME.

18. BUSINESS

22. AS IF IT‘S READY
PRESS RELEASE

23. COMPETITIVE ANALYSIS MATRIX

24. WebewerbssituaBon#
Alle#drei#Hauptkonkurrenten#setzen#auf#eine#Windows#basierte#InstallaBonslösung.#Diese#beinhalten#zwar#
auch#einzelne#WebfunkBonen,#können#aber#nur#auf#einem#lokalen#Rechner#betrieben#werden.##
©"COPYRIGHT"VY"CREATIVE"GROUP"2014"|"CONFIDENTIAL"
INSTALLATIONSLÖSUNG" WEB"
NICHT"
INTEGRIERT"
INTEGRIERT"

25. CUSTOMERS

26. Priority
Michael Baer
Mike hasworked as a glass installer since leaving high school. Tenyears ago he took
over the family business from his father. He has avery hands-on approach to the
things he uses and does.
He has an iMac and an old SonyEricsson feature phone. He thinks about buying “one of
those fancy smart phones” – but one that doesn’t breakwhen it falls intowater.
Mike hasvery little experiencewith computers but he can use Mail (his 14y/o son set it
up for him), Word and Quickbooks up towhat he thinks he needs. He knowswhat a
PDF is but he has no ideawhat a CAD program might be.
Hewants to plan hiswork (e.g. a shower) quick and error proof and get a quick sign-off
from his clients. Furthermore, Mikewants to improve his purchase process.
Typical work scenario
Mike is hired to build a new shower at a house in the neighbourhood. He drives to his
clients and takes the measurements on construction site in a quick hand drawing. Back
at his office, he uses the technical details provided by the manufacturers to calculate
the final glass sizes. He sends a quotewith the hand drawing, a copy from the
catalogue and two photos of previous projects to his clients to get a sign-off. After his
client has the signed-off, Mike orders glass and hinges. He sends a copy of his drawing
to the glass supplier to make sure the glass is cut right. After he has a delivery date for
his materials, he proposes a date for the installation to his client.
His client refuses the date as they are on holidays, but proposes an
alternative. On that day, Mike installs the shower at his client’s place.
Finally, he sends an invoice to his clients and gets paid.
»My clients expect me to build
different installations from
glass. At the moment I sketch
the plan by hand and it takes
me much time. It would be
awesome to reduce planning
times.«
Self employed Glass Installer, Brooklyn NYC
47 years old, married
A+
PROVISIONAL PERSONAS AND SCENARIOS
REMEMBER TO
VALIDATE THIS

27. CUSTOMER JOURNEYS

28. Experience Journey von
Zeitpunkt (Phasen)
Chancen (Maßnahme)
Mit erstellt von Me & Company.
Das Experience Journey Tool 1.1 wurde unter der Lizenz „Creative Commons Namensnennung-Weitergabe unter gleichen Bedingungen“ in Version 4.0 (abgekürzt „CC-by-sa 4.0“) veröffentlicht.
Der rechtsverbindliche Lizenzvertrag kann unter https://creativecommons.org/licenses/by-sa/4.0/legalcode eingesehen werden.
www.me-company.de
Machen (Aktion)
Ort (Touchpoint)
Fragen (Bedürfnis)
Fühlen (Emotion)

29. PRODUCT

30. Vorbedingung: keine
▼ Kunde überlegt, welches Produkt er benötigt
▼ [Kunde legt neue Einkaufsliste an]* oder [Kunde wählt
bestehende Einkaufsliste aus]*
▼ A) Kunde bearbeitet Produkte auf der Einkaufsliste
▼ Kunde fügt ein Produkt zur Einkaufsliste hinzu
(Eingabetools: Texteingabe, Spracherkennung, Barcode,
Angebote, mit Unterstützung von Autosuggest-
Funktion inkl. Begriffen aus der Einkaufshistory)
▼ Kunde ändert die Anzahl von Produkten auf der
Einkaufsliste
▼ Kunde löscht ein Produkt von der Einkaufsliste
▼ Kunde fügt ein Produkt einer Kategorie hinzu
▼ [Kunde sortiert die Einkaufsliste]
▼ [Kunde startet wieder bei Position A]
▼ Einkaufsliste wird synchronisiert
Legende: * Perspektivisch […] optional
Einkaufsliste erstellen
Actor: Kunde
EXPERIENCE USE CASES

31. WHEN WE‘VE DONE
EVERYTHING RIGHT:
LET‘S LISTEN TO PETER
ONCE MORE.

33. FURTHER READING:
JESSE JAMES GARRETT - THE ELEMENTS OF
USER EXPERIENCE.
JAIME LEVY - UX STRATEGY. HOW TO DEVISE
INNOVATIVE DIGITAL PRODUCTS THAT PEOPLE
WANT.
STEVE PORTIGAL - INTERVIEWING USERS: HOW
TO UNCOVER COMPELLING INSIGHTS.
MICHAEL SCHRAGE - WHO DO YOU WANT
YOUR CUSTOMERS TO BECOME?