"Business Strategy vs. UX Strategy for Mature Products" Vikas Vaishnav Autodesk: Experience Design Manager

1. UX STRAT
"Business Strategy vs. UX Strategy: Comparison and
Contrast"
Vikas Vaishnav

2. Sales executive for UX
VIKAS
VAISHNAV
UX Manager
Singapore
UX Manager
Site Lead
Business unit leader
Interaction Designer
User Researcher
Frontend Developer
Product Owner
Product Manager
UX Designer
About Myself

3. Strategy

4. Formulate a vision for your digital
products and services.
- MentorMate
Create a vision for the experience you
want to deliver and form the plan you
need to make it happen.
- FOOLPROOF
“An experience design process that
plans, identifies and underwrites the
implementation of the necessary value
differentiators a brand needs to create
sustainable, competitive advantage.”
- Nomensa
UX Strategy

5. The overarching plan to manage UX
operations and project-based engagement
for business.
- Darren Hood
UX Strategy

6. • Understanding what to build?
• See a bigger picture.
• Identify right tools, resources for right job.
• Determine outcomes and measure them?
• How much is it going to cost?
• What can you say NO to?
• Deliver a Killer Experience?
Why UX Strategy?

7. Jaime Levy
UX Strategy: How to
Devise Innovative
Digital Products that
People Want
• Business Strategy
• Value innovation
• Validated User Research
• Killer UX design
Inspiration

8. Darren W. Hood
Instructor
Wholistic UX Strategy
Model
Inspiration

9. Business Strategy
Business strategy is a
clear set of plans, actions
and goals that outlines
how a business will
compete in a particular
market(s), with a
product(s) or service(s).
UX Strategy
UX Strategy is the
overarching plan to
manage UX
operations and
project-based UX
engagement for
business.

10. • Minimum Viable
Product
• Customer
• Purchase Behavior
• More Competitive
Features
• More Subscriptions, Net
Promoter Score
• Minimum Lovable
Product
• User
• Think, Feel and Do
• Improve User
Experience
• Task Success rate,
SUS
Business Strategy
UX Strategy

12. Product Design &
Manufacturing
Construction
Media &
Entertainment

13. Challenges at Autodesk
FEATURE COMPLEXITY EXPERIENCE
EXPERIENCE ROT
ACQUISITIONS
MULTIPLE TECH STACKS
45+
39
Years old
Customers are used to UX Incoherent Experience Functionality Vs Experience

14. 1. Project
Centered
2. User Experience
Centered
3. Organization
Centered

15. 1. Project
Centered

16. o Business strategy leads UX strategy follows
o JOB needs to be get done
o Document repeatable steps that helps you excel
o Not restrictive but organized
WHAT
1. Project
Centered

17. Project Centered Approach Example - Product Roadmap

18. Project Centered Approach Example - Acquisitions

19. Need to Design :
o Resourcing
o Process
o Timeline, Deliverables
o Success Matrices
o Basic user expectations
o Delighters
HOW
1. Project
Centered

20. At Autodesk
Discover Define Develop Deliver

21. Discover Define Develop Deliver
Iterate

22. 2. User Experience
Centered

23. 2. User Experience
Centered
o UX strategy leads Business strategy
o Initiatives feed in to Business Strategy
o Usually is not defined as Business Goal
o How is your company’s UX perceived outside?
o As an enterprise what UX language are you speaking?
WHAT

24. 2. User Experience
Centered
Need to Design
o Experience Principles
o Imagine Future - North Star Vision
o Big Picture View
o UX Horizontal Project
How

25. UX Centered Approach Example – Design System

26. UX Centered Approach Example – Signature Experiences

27. UX Centered Approach Example – Project Carbon

28. 3. Organization
Centered

29. 3. Organization
Centered
o Company’s UX Maturity Model
o Get Buy inn from Senior Leadership
o Raising the Bar of your UX Practice
o What are you doing persistently to drive up Maturity
level
WHAT

30. Company’s UX Maturity
Model by Darren Hood

31. Success Metrices UX Awareness Show ROI
HOW

32. 1. Project
Centered
2. User Experience
Centered
3. Organization
Centered

33. • Carefully curate features to match experience vision.
• Prune out the Experience Rot with each release
• Just because you can, doesn’t mean you should.
• Don’t miss on the basic expectations. Add delighters –
mind that delighters will become basic expectations in
some time.
• Innovate with baby steps for aspirational experience.
Autodesk
Do’s
At

34. 3 Actions as takeaways
1. Document the recipe to
successful projects
2. Imagine your North Star
3. Retrospect the UX
Maturity of your
company.

35. Thanks!
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Q&A