how to develop a successful ux strategy

Webinar:

How to Develop a Successful UX Strategy

Paul Bryan, UX Strategy Group

#uzwebinar

Paul BryanUX Strategy and User Research Consultant UX Strategy GroupSpeaker

@paulbryan

Alfonso de la NuezCo-Founder andCo-CEOUserZoomModerator

@delanuez23 @userzoom

Speakers:

www.userzoom.com

• Chat box is available if you have any questions

• There will be time for Q&A at the end

• We will be recording the webinar for future viewing

• All attendees will receive a copy of the slides/recording

• Twitter hashtag: #uzwebinar

Quick Housekeeping

www.userzoom.com

About UserZoom

Offer online or remote user research & testing solutions, saving UXers time, money, effort, and a lot of actionable insights

UX Consultants since ’01, SaaS since ‘09

In Sunnyvale (CA) Manchester (UK), Munich (DE) and Barcelona (Spain)

90% renewal rate, 50% revenue growth rate in the last 3 years

All-in-one Enterprise software solution that helps Businesses cost-effectively test, measure and improve UX over websites & mobile apps.

Product Suite: Unmoderated Remote Usability Testing

Remote Mobile Usability Testing

Online Surveys (web & mobile)

Online Card Sorting

Tree Testing

Screenshot Click Testing

Screenshot Timeout Testing (5-sec test)

Web VOC

Mobile VOC

TOPICS

IntroVision

Business strategy alignmentCustomer data

Competitive landscapeExperience modeling

Behavioral segmentation (e.g. personas)Road map

...other

Paul Bryan UX Strategy Group (uxstrategy.net) 5

What is UX Strategy?

A rapidly growing practice within the larger field of user experience.

It’s about building a rationale that guides user experience design efforts for the foreseeable future.

CONFERENCE

COLUMN

CLASSROOM

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

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

Q: Isn’t all UX strategic?

A: We can all be strategic. We are not all working on strategy.

TOPICS

IntroVision

...other

1. VisionVISION

VISION

“Knowledge is limited. Imagination encircles the world.”

Albert Einstein

Vision is seeing a desired future state in enough detail to get there

VISION

So is vision only for geniuses?

VISION

Go to a quiet place and imagine the future

TOPICS

IntroVision

...other

BUSINESS STRATEGY ALIGNMENT

“Sound strategy starts with having the right goal.”

Michael Porter

Hint: This is an arduous process• Establish a relationship with business strategy• Obtain business strategy documentation:

Annual operating planMarket dataCompetitive dataMarketing strategyPrioritization of product developmentPrioritization of customer segments

• Connect business strategy with specific UX design direction and components

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?

TOPICS

IntroVision

...other

CUSTOMER DATA

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

W. E. Deming

Aligning research methodology to design phase

Discovery Formulation Evaluation

Ethnography Depth Interviews

Survey Formative Usability

Evaluative Usability

Design solution does not existKey concepts not well-defined

Design solution does existKey variables can be measured

Initiation

Design Concept

Launch

CUSTOMER DATA

Actionable Insight =connecting the wires between research data and

design

CUSTOMER DATA

BTW:Big Data is going to ROCK the world of UX

CUSTOMER DATA

TOPICS

IntroVision

...other

COMPETITIVE LANDSCAPE

“Know thy self, know thy enemy. A thousand battles, a thousand victories.”

Sun Tzu

COMPETITIVE LANDSCAPE`

TOPICS

IntroVision

...other

EXPERIENCE MODELING

“Design is not just what it looks like and feels like. Design is how it works.”

Steve Jobs

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

TOPICS

IntroVision

Behavioral segmentation (personas)Road map

...other

BEHAVIORAL SEGMENTATION

“People's behavior makes sense if you think about it in terms of their goals, needs, and motives.

Thomas Mann

Our approach for creating retail personas1. Review existing customer data and web

analytics2. 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

Our approach for creating retail personas6. Operationalize variables using quantitative

methods (valid and repeatable)7. Create personas that represent each distinct

segment8. Prioritize personas based on value to the

company (quantitative)9. Develop a UX strategy to engage top personas10.Quantify real impact, refine the model

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

Use semantic differential scales to differentiate types

Browses shopping sites on mobile in down time

Never >2x / Day

TOPICS

IntroVision

...other

ROAD MAP

The essence of strategy is choosing what not to do.

Michael Porter

ROAD MAP

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

ROAD MAP

TOPICS

IntroVision

Competitive landscapeBehavioral segmentation (e.g. personas)

Experience modelingRoad map

...other

Anders Ramsay (andersramsay.com)

other...

Anders Ramsay (andersramsay.com)

other...

Questions?

UX Strategy Group (www.uxstrategy.net)

Thank You!

UX Strategy Group (www.uxstrategy.net)

how to develop a successful ux strategy

paul bryan ux strategy

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vision vision

ux strategic

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highlevel goalstactical

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