Sunday, 15 November 2015

UX Strategy (Part 1)

What is Strategy ? 

Strategy According to Henry Mintzberg …
  • Strategy is a plan, a "how," a means of getting from here to there.
  • Strategy is a pattern in actions over time; for example, a company that regularly markets very expensive products is using a "high end" strategy.
  • Strategy is position; that is, it reflects decisions to offer particular products or services in particular markets.
  • Strategy is perspective, that is, vision and direction.


Hierarchy of Strategy 

1 ) Business Strategy 

Business strategy is a long term plan of action designed to achieve a particular goal or set of goals & objective.

2 ) Brand Strategy 

Brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages.

3 ) Product Strategy 

Product strategy is defined as the roadmap of a product. This roadmap outlines the end to end vision of the product and what the product will become.

4 ) UX Strategy 

UX strategy is about how design will help the business win in its strategy by providing value to customers in a uniquely meaningful way.

Introduction to UX Strategy

  • UX strategy is the set of choices to reach a desired position over time.
  • UX strategy is about how design will help the business win in its strategy by providing value to customers in a uniquely meaningful way.
  • Keep in mind that this document is based on assumptions. In order for a design strategy document to truly facilitate a user-centered design process, those assumptions must be validated and informed by user research.

Defining UX Strategy

Before staring with any design work, try to find answers to these 2 questions : 
  • What do we want to get out of this product/Service ?
  • What do our users want to get out of it?
The first question helps in understanding the product/Service  objective while second question helps in understanding user needs.

Elements of UX Strategy

Business (Viability )

What will sustain the business ?
  • Business goals
  • Branding Goals
  • Success Metrics

People (Desirability) 

What do people need ?
  • Target Audience & Needs
  • User Goals & Task

Technology (Capability)

What can we build ?
  • Constraints


In this part we have looked what the strategy is,what is the hierarchy of strategy,introduction & definition of UX strategy , elements of UX strategy .In the future post we will dive deeper into the elements of UX strategy .
Till then enjoy reading .
Author: Shiva Subhedar (@UXDShiva)

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