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Alison Rawlings - Is UX Strategy even a thing?

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Alison Rawlings - Is UX Strategy even a thing?

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We hear a lot about UX strategy but what is it and how does it differ from business or product strategy? Do you need it, and how do you go about getting it? That’s a lot of questions to cover in twenty minutes, but Alison will make a start by calling on her experience of helping companies think more carefully (and strategically) about their customers.

About Alison
Alison has a career going back over 25 years and has established and run UX teams in both agencies and client-side organisations. She is currently Consultancy Director at experience design agency Bunnyfoot where, as well as supporting Bunnyfoot’s growth and evolution and delivering their UX strategy training course, she works with organisations such as EDF Energy and Sony Playstation to help them improve their performance by becoming more customer-centred in their approach.

We hear a lot about UX strategy but what is it and how does it differ from business or product strategy? Do you need it, and how do you go about getting it? That’s a lot of questions to cover in twenty minutes, but Alison will make a start by calling on her experience of helping companies think more carefully (and strategically) about their customers.

About Alison
Alison has a career going back over 25 years and has established and run UX teams in both agencies and client-side organisations. She is currently Consultancy Director at experience design agency Bunnyfoot where, as well as supporting Bunnyfoot’s growth and evolution and delivering their UX strategy training course, she works with organisations such as EDF Energy and Sony Playstation to help them improve their performance by becoming more customer-centred in their approach.

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Alison Rawlings - Is UX Strategy even a thing?

  1. 1. Is UX Strategy even a thing?
  2. 2. So, strategy…
  3. 3. And tactics…
  4. 4. Business tactics
  5. 5. Business tactics
  6. 6. A CEO may have a goal of making money for the company’s shareholders. Her strategy might be to deliver high quality consultancy with a high profit margin, and one of her tactics may be to drive down operating costs. The ops director on the other hand will have the CEO’s tactic as his goal with an associated strategy. Project Department Business Corporate Hierarchy of strategy
  7. 7. Definition: A UX strategy is a plan of actions designed to reach an improved future state of the organization’s user experience over an established period of time. – NN Group Now let’s add UX into the mix UX Strategy What good UX strategy actually entails is researching and recognizing the constraints and concerns from all sides and painting a big red target on the wall so that everyone involved can make decisions that serve researched, vetted, and defined objectives. – Robert Hoekman Jr [UX] Strategy is about uncovering the key challenges in a situation and devising a way of coordinating effort to overcome them for a desired outcome. – Jim Kalbach
  8. 8. UX strategy is “the intersection between user experience design and business strategy”; it’s a way to figure out if the experience offered by a product or enterprise is helping achieve stated business goals. Introducing Jaime Levy
  9. 9. ● Consumer behaviour is changing quickly and is difficult to predict. Why do we need a UX Strategy? ● To ensure that UX design and business strategy are aligned. ● There are more touchpoints and adoption is quicker, leading to unmet and misunderstood requirements and expectations. ● To provide direction for all aspects of the design, resulting in less rework.
  10. 10. ● The key thing to remember is that to be successful, UX strategy can’t exist in isolation. ● It needs to support and work alongside business goals and strategy, whether that’s at product or organisational level. ● It’s not a fight; they need to pull in the same direction otherwise the product will fail. Product Strategy & UX Strategy How do they work together?
  11. 11. Product Strategy or UX Strategy Product Strategy UX Strategy Opportunity: Focuses on business elements, identifying gaps in the market Understanding user needs Anticipating changing behaviour Creating an engaging and compelling experience Customers: Acquisition: how will we bring customers to the product? Retention and conversion: how will we keep customers and encourage them to buy, return, recommend?
  12. 12. Product Strategy or UX Strategy Product Strategy UX Strategy Revenue: Lowering production costs Calculating price point Understanding user needs Anticipating changing behaviour Creating an engaging and compelling experience Competitive advantage: Cost, availability, functionality Experience, ease of use, design How well it meets the needs of your customers Does it meet the needs of new audiences?
  13. 13. How do you get one? Drivers Current state Barriers What is our business strategy (and brand strategy)? Where are we now? How do we get there? Desired state Plan What are the barriers to progress? How will we know we’re on track? Where do we want to be?
  14. 14. What is the business (or product) strategy? What’s your target market position? What are your brand values? Who are your target customers? How should your customers feel about you?
  15. 15. You need to understand where you are now How well is your current experience working? What are your customers’ goals, needs, priorities? What’s in your customers’ environment? What is the current customer journey?
  16. 16. And where you want to be What is your vision for the desired customer experience? What will the future customer journey be? What are your guiding experience principles? How will you add value to your customers?
  17. 17. You need a plan What are the gaps between the current and desired customer experience? How will you close those gaps? How will you prioritise your ideas and ambitions?
  18. 18. You need resources to put your plan into action Do you need additional hardware or software? Do you have enough people, and do they have the right skills?
  19. 19. Identify and mitigate constraints What are the barriers to progress? What (or who) might stop you reaching your goal? How will you overcome the barriers that you’re aware of? How will you identify new and unknown hurdles?
  20. 20. Monitor progress What are your plans for ensuring that the experience continues to meet the needs of your customers? What are the key performance indicators and targets for creating the future customer experience? What metrics will you use?
  21. 21. How do you get one? Drivers Current state Barriers What is our business strategy (and brand strategy)? Where are we now? How do we get there? Desired state Plan What are the barriers to progress? How will we know we’re on track? Where do we want to be?
  22. 22. So is UX strategy a thing? Absolutely. But it needs to work alongside product or business strategy to be effective.

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