Developing a User Experience Strategy

Developing a UX Strategy
by Paul Bryan
UX Strategy Group (www.uxstrategy.net)

@paulbryan

TOPICS
Intro
Vision
Business strategy alignment
Customer data
Competitive landscape
Experience modeling
Behavioral segmentation (e.g. personas)
Road map
...other

TOPICS
Intro
Vision
Customer data
Experience modeling
Road map
...other
Paul Bryan
UX Strategy Group (uxstrategy.net)
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CONSULTING
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GROUP
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CONFERENCE
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BOOK
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COLUMN
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CLASSROOM
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Let’s start with some definitions

Goal: Desired future state
Strategy: Approach, Big Idea or Concept for
reaching the goal
Tactic: Specific action consistent with the strategy
INTRO
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INTRO
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INTRO
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INTRO
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INTRO
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What is a UX Strategy?
•  Communicates an overarching approach, vision or big
idea that serves as a “North Star” of UX
•  Aligns user experience design with business strategy
•  Differentiates a company's products and services from
those of its main competitors
•  It describes prioritized customer segments, and how
to address their needs, wants, and interactive behaviors
•  Provides a road map that shows how future releases
progressively achieve high-level goals
Tactical UX: Do what seems best right now
INTRO
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Hey Paul!
Isn’t all UX strategic?
(noogie noogie noogie)
INTRO
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It’s a thing.
You need it.
INTRO
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TOPICS
Intro
Vision
Customer data
Experience modeling
Road map
...other
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1.
Vision
VISION
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VISION
“Knowledge is limited.
Imagination encircles the world.”

Albert Einstein
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Vision is seeing a desired future state in
enough detail to get there
VISION
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VISION
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So is vision only for geniuses?
VISION
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VISION
Go to a quiet place and imagine the future
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TOPICS
Intro
Vision
Customer data
Experience modeling
Road map
...other
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BUSINESS STRATEGY ALIGNMENT

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“Sound strategy starts with
having the right goal.”

Michael Porter
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Hint: This is an arduous process
•  Establish a relationship with business strategy
•  Obtain business strategy documentation:
Annual operating plan
Market data
Competitive data
Marketing strategy
Prioritization of product development
Prioritization of customer segments
•  Connect business strategy with specific UX
design direction and components
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Can you answer these questions:
1.  What moves the needle in profitability in your business?
2.  How does UX impact the needle?
3.  How does the business vision and operating plan
directly impact UX design? Where can I observe it?
4.  What is the ROI of UX success? Does a UX home run
increase revenue 10%, 100%, 1000%?
5.  What kinds of customer decision factors influence usage
and profit? Are they category-specific?
6.  What barriers do customers currently experience that, if
removed, would yield much higher completion rates?
7.  What differentiates your company from competitors?
Are these factors evident in digital channels?
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TOPICS
Intro
Vision
Customer data
Experience modeling
Road map
...other
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CUSTOMER DATA
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CUSTOMER DATA

“In God we trust.
All others bring data.”

W. E. Deming
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Aligning research methodology to design phase
Discovery Formulation Evaluation
Ethnography Depth InterviewsSurvey Formative Usability Evaluative Usability
Design solution does not exist
Key concepts not well-defined
Design solution does exist
Key variables can be measured
Initiation
Design Concept
Launch
CUSTOMER DATA
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Actionable Insight =
connecting the wires between research data and design
CUSTOMER DATA
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Research methods we use to guide UX Strategy:
•  Ethnographic research (in homes, stores, offices)
•  Participatory design (co-creation)
•  Video diaries
•  Web analytics
•  Competitor UX audits
•  Surveys
Methods we find less useful for UX strategy:
•  Lab or remote usability testing
•  Expert design review
•  A/B, multivariate testing
CUSTOMER DATA
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Example deliverables from customer research:
•  Customer personas
•  Purchase models
•  Customer journey maps, mental models
•  Prioritized feature set
•  UX road map
•  Video highlights
•  Interaction designs, wireframes, templates
•  UX metrics scorecard
•  Comprehensive UX strategy
CUSTOMER DATA
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We find in vivo research is essential to develop a UX Strategy
CUSTOMER DATA
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Video diaries: An inside view of customers’ changing habits
CUSTOMER DATA
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BTW:
Big Data is going to ROCK the world of UX
CUSTOMER DATA
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TOPICS
Intro
Vision
Customer data
Experience modeling
Road map
...other
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COMPETITIVE LANDSCAPE
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“Know thy self, know thy enemy.
A thousand battles, a thousand
victories.”
Sun Tzu
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COMPETITIVE LANDSCAPE`
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TOPICS
Intro
Vision
Customer data
Experience modeling
Road map
...other
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"
"
EXPERIENCE MODELING
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EXPERIENCE MODELING
“Design is not just what it looks
like and feels like.
Design is how it works.”
Steve Jobs
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Our approach to creating an experience model:
•  Become very familiar with the real world
phenomenon you want to model (ethnography,
video diaries)
•  Create a comprehensive list of entities and their
relationships
•  Sketch the processes that occur and the data that is
exchanged
•  Group entities and processes that are similar
•  Consolidate and simplify
"
"
EXPERIENCE MODELING
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TOPICS
Intro
Vision
Customer data
Experience modeling
Behavioral segmentation (personas)
Road map
...other
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"
"
BEHAVIORAL SEGMENTATION
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“People's behavior makes sense
if you think about it in terms of
their goals, needs, and motives.

Thomas Mann
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Our approach for creating retail personas
1.  Review existing customer data and web analytics
2.  Conduct in-depth customer research, either
through on-location interviews or ethnographic
studies
3.  Determine customer needs, wants, motivations,
and purchase processes relevant to web, mobile
phone, tablets, and/or in-store technology
4.  Determine the factors that impact interactive
behavior
5.  Create real customer profiles that illustrate range
of values for key variables
"
"
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Our approach for creating retail personas
6.  Operationalize variables using quantitative methods
(valid and repeatable)
7.  Create personas that represent each distinct segment
8.  Prioritize personas based on value to the company
(quantitative)
9.  Develop a UX strategy to engage top personas
10. Quantify real impact, refine the model
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The key is identifying differentiating user attributes:
•  Level of knowledge in the product category
•  Awareness of competitive offerings
•  Willingness to surrender personal information
•  Willingness to sign up for communications
•  Need for detailed explanations prior to purchase
•  Need for personal hand-holding after initial setup
•  Ability to read text of various sizes and colors on a device
•  Tendency to check many competitors prior to a purchase
•  Price sensitivity
•  Number of devices used
•  Readiness to use online training to learn new capabilities
"
"
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Use semantic differential scales to differentiate types
Browses shopping sites on mobile in down time
Never >2x / Day
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TOPICS
Intro
Vision
Customer data
Experience modeling
Road map
...other
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ROAD MAP
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"
"
The essence of strategy is
choosing what not to do.

Michael Porter
ROAD MAP
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Our approach for generating a UX road map:
•  Gather relevant data
•  Create the universe of possibilities
•  Assign a value (typically Business value, Customer
value, Technology effort or cost)
•  Apply weighting as warranted by the context
•  Apply a reality check
•  Stage the resulting prioritized list into releases
•  Create a product road map
Other approaches: Kano, Surveys, MVP
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ROAD MAP
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TOPICS
Intro
Vision
Customer data
Experience modeling
Road map
...other
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"
"
Anders Ramsay (andersramsay.com)
other...
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"
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Anders Ramsay (andersramsay.com)
other...
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other...
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Questions?

Thank You!

Developing a User Experience Strategy

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