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

INTRO

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.


GROUP


CONFERENCE


BOOK


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

INTRO


INTRO


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


Q: Isn’t all UX strategic?

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

INTRO


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


VISION


So is vision only for geniuses?

VISION


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


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


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...


other...


Questions?

UX Strategy Group (www.uxstrategy.net)

Thank You!

UX Strategy Group (www.uxstrategy.net)

how to develop a successful ux strategy

Technology

paul bryan ux strategy

desired future state

business vision

vision vision

ux strategic

north star of ux

highlevel goalstactical

specific ux design direction