what is a ux strategy?

Intuitive Design © 2012

What is a UX Strategy?

And how do I create a winning one?

Larry Marine

UX Architect

Intuitive Design © 2012

Solving the Wrong Problem

Most designers accept the product definition and design from there Focus is on the controls and screens Miss the big picture Solve the wrong problems, very well.

Strategy avoids such mediocre designs

Intuitive Design © 2012

Levels of UX Design

Object– moving objects around on the screen

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Levels of UX Design

Tactical – Screen order (checkout flow) Object– moving objects around on the screen

Intuitive Design © 2012

Levels of UX Design

Strategic – Overall design approach Tactical – Screen order (checkout flow) Object– moving objects around on the screen

Intuitive Design © 2012

Levels of UX Design

Goal – What problem should the product solve Strategic – Overall design approach Tactical – Screen order (checkout flow) Object– moving objects around on the screen

Intuitive Design © 2012

Why a Strategy?

Strategy defines the “big picture” Strategy drives needs-first innovation Strategy creates a design culture

How else is anyone supposed to know what ideas fit everyone else's design approaches

NASA in the 60’s

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What IS a Strategy?

First, It’s NOT a mission statement! It IS a short specific statement

“We’re going to the moon.”

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Example Strategy: Proflowers

What kind of company is Proflowers? Proflowers doesn’t sell flowers

They sell occasions

But still, what kind of company is Proflowers? Stay tuned

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ProFlowers: Home Page

The first 3 tabs are all about occasions

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How to Find Your Strategy

Clearly define your users’ problem What is their desired outcome What is their Kn-base/perspective What do they need to know, but won’t

This is the Kn gap the product must bridge

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What Kind of Company Are You?

What kind of company are you? Product Service Non-profit

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What Kind of Company Are You?

What kind of company are you? Product Service Non-profit

Wrong!

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You are a Knowledge Company

You know more than any of your customers You know what works and what doesn’t

How can you incorporate that Kn into your product?

This the basis of many successful product strategies

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What is Knowledge?

It’s part of the Data to Action continuum

Intuitive Design © 2012

Data to Action Continuum

Info = Add relationship 95°

Data = Raw data, just numbers95

Knowledge = Make it actionable Cook at 375° for 15

more minutes

Insight = Give it context Your chicken is 95°

but must be 175°

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Data (just the facts):

Sam’s Store Nov 07 Dec 07 J an08 Feb08 Mar08

My Product ABC Total sales volume Sales change % New sales volume New sales change %

6,596

2.3 2,685

2.0

7,356

2.4 3,059

2.2

7,995

2.3 3,593

2.1

7,542

2.4 3,173

2.1

8,142

2.5 3,785

2.3

My Product XYZ Total sales volume Sales change % New sales volume New sales change %

2,861

3.4 1,085

3.5

3,246

4.1 1,336

4.7

3,401

4.5 1,512

4.1

3,341

4.3 1,381

4.5

3,844

4.6 1,615

4.7

My Product DEF Total sales volume Sales change % New sales volume New sales change %

3,522

5.4 1,493

5.6

3,948

5.7 1,647

5.8

4,375

5.7 2,015

5.1

3,959

5.5 1,644

5.8

4,618

5.4 1,987

5.5

Intuitive Design © 2012

How am I Performing Against My Planned Sales Goals?

July Aug Sept

5

4

2

1

0

$M3

Actual

Planned

Last Year

99,876

145,000

91,322

Information (relationships):

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Actual Sales 33% < Planned SalesActual Sales 10% > Last Year's Sales$2,000 (out of potential $10,000) Bonus This Quarter!

InsightsI

How am I Performing Against My Planned Sales Goals?

July Aug Sept

5

4

2

1

0

$M3

Actual

Planned

Last Year

99,876

91,332

145,000

Insight (context):

Intuitive Design © 2012

How am I Performing Against My Planned Sales Goals?

July Aug Sept

5

4

2

1

0

$M3

Actual

Planned

Last Year

33% < Planned10% > Prior Yr

Visit Dr. James... monthlyStop visiting Dr Billings...

Recommended Action

Knowledge (actionable best practice):

BonusBonus

$10,000 Potential bonus

$2,000 Earned

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Any Real World Examples?

Anyone?

Intuitive Design © 2012

So, what is Proflowers?

They are a Knowledge company! Customers need to solve an occasion Customers don’t know the right flowers for an occasion Proflowers suggests the right flowers

All you have to know is the occasion They know the flowers

Intuitive Design © 2012

Building a Knowledge Strategy

Each user can only see within their four walls You see across all of your users’ walls You see best practice approaches

You also see what DOESN’T work

Optimize for those best practices And help users avoid bad practices

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Finding Your Strategy

Clearly define the users’ problem What is their desired outcome What is their Kn-base/perspective What do they need to know, but won’t

This is the Kn gap the product must bridge

Intuitive Design © 2012

Another UX Strategy: E-commerce

User State Awareness

Attention

Desire

Action

Intuitive Design © 2012

Another UX Strategy: E-commerce

User State Awareness

Attention

Desire

Action

Transition Trigger

↓ Point of Pain

↓ What’s in it for me?

↓ Reason to Believe

Intuitive Design © 2012

What’s Wrong with this Picture?

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What’s Wrong with this Picture?

Reason to Believefront and center.Where’s the Point of Pain?

What’s in it for me?

You want ME to figure out which of YOUR products will work for me?

Intuitive Design © 2012

Yet Another Example: Websense

2001 – Sold web access control solutions to IT One of many similar companies – sales were flat

IT hated the product Cost money Took time HR constantly hounded them for access violation reports

Intuitive Design © 2012

Do you see the strategic opportunity?

Design it for HR, not IT HR has the budget HR has the time HR is the only group who needs the reports

Websense now owns their market

Intuitive Design © 2012

I Need a Volunteer

What kind of company are you? What is your key customers’ point of pain? What is their desired outcome? What Kn do they have? What do they need to know to succeed?

So what should your strategy be?

Intuitive Design © 2012

Free Strategic Analysis

First 5 requests get a free UX Strategy analysis

LMarine@IntuitiveDesign.com @UXStrategy

More info: Google “UX Strategy”