there is no such thing as ux strategy

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THERE’S NO SUCH THING AS UX STRATEGY JEFF GOTHELF / @JBOOGIE / [email protected]

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Page 1: There is no such thing as UX strategy

THERE’S NO SUCH THING AS UX STRATEGY

JEFF GOTHELF / @JBOOGIE / [email protected]

Page 2: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

EVERYONE WANTS A SEAT AT THE TABLE

Page 3: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

EVERYONE WANTS A SEAT AT THE TABLE

ENGINEERING

Page 4: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

EVERYONE WANTS A SEAT AT THE TABLE

ENGINEERING

FINANCE

Page 5: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

EVERYONE WANTS A SEAT AT THE TABLE

ENGINEERING

FINANCE

MARKETING

Page 6: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

EVERYONE WANTS A SEAT AT THE TABLE

ENGINEERING

FINANCE

MARKETING

PRODUCT

Page 7: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

EVERYONE WANTS A SEAT AT THE TABLE

ENGINEERING

FINANCE

MARKETING

PRODUCTTHE BOSS

Page 8: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

EVERYONE WANTS A SEAT AT THE TABLE

ENGINEERING

FINANCE

MARKETING

PRODUCT

WHERE DOES UX SIT?

THE BOSS

Page 9: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

DIFFERENTIATION IS THE PATH TO THE TABLE

Page 10: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

DIFFERENTIATION IS THE PATH TO THE TABLE

OR IS IT?

Page 11: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

ENTER UX STRATEGY

Page 12: There is no such thing as UX strategy

THERE’S NO SUCH THING AS UX STRATEGY

GOTHELF.CO / @JBOOGIE

STRATEGY IS ESSENTIALLY AN INTENT RATHER THAN A PLAN.

Steven Bungay, Art of Action (2011)

Page 13: There is no such thing as UX strategy

THERE’S NO SUCH THING AS UX STRATEGY

GOTHELF.CO / @JBOOGIE

A STRATEGY IS A SET OF HYPOTHESES ABOUT CAUSE AND EFFECT.

Robert Kaplan & David Norton (1996)

Page 14: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

BUT WHAT IS UX STRATEGY?

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Page 15: There is no such thing as UX strategy

THERE’S NO SUCH THING AS UX STRATEGY

GOTHELF.CO / @JBOOGIE

THE RAPIDLY GROWING RANKS OF UX STRATEGISTS USE DATA FROM CUSTOMER AND MARKET RESEARCH, UX RESEARCH, ANALYTICS, MARKET AND SALES DATA, COMPETITIVE ASSESSMENTS, AND MANY OTHER SOURCES TO PRODUCE A GAME PLAN, OR NORTH STAR, FOR THEIR UX, CX, PRODUCT, OR SERVICE DESIGN EFFORTS.

Paul Bryan (http://uxstrat.com/blog/what-is-ux-strategy/)

Page 16: There is no such thing as UX strategy

THERE’S NO SUCH THING AS UX STRATEGY

GOTHELF.CO / @JBOOGIE

UX STRATEGY IS NOT A NORTH STAR.

Jaime Levy, Author “UX Strategy”

Page 17: There is no such thing as UX strategy

THERE’S NO SUCH THING AS UX STRATEGY

GOTHELF.CO / @JBOOGIE

IT’S THE VISION OF A SOLUTION THAT NEEDS TO BE VALIDATED WITH REAL POTENTIAL CUSTOMERS TO PROVE THAT IT’S DESIRED IN THE MARKETPLACE. ALTHOUGH UX DESIGN ENCOMPASSES NUMEROUS DETAILS SUCH AS VISUAL DESIGN, CONTENT MESSAGING, AND HOW EASY IT IS FOR A USER TO ACCOMPLISH A TASK, UX STRATEGY IS THE “BIG PICTURE.” IT IS THE HIGH-LEVEL PLAN TO ACHIEVE ONE OR MORE BUSINESS GOALS UNDER CONDITIONS OF UNCERTAINTY

Jaime Levy, Author “UX Strategy”

Page 18: There is no such thing as UX strategy

THERE’S NO SUCH THING AS UX STRATEGY

GOTHELF.CO / @JBOOGIE

UX STRATEGY IS A LONG-TERM PLAN TO ALIGN EVERY CUSTOMER TOUCHPOINT WITH YOUR VISION FOR USER EXPERIENCE.

Tim Loo, Strategy Director, Foolproof UK

Page 19: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

THE CHALLENGES OF DEFINING UX STRATEGY ARE REFLECTED IN THE CHALLENGES OF EXECUTING IT

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Page 20: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

TO BUILD COLLABORATIVE TEAMS WE EMPHASIZE SKILLS NOT ROLES THEREFORE WE MUST EMPHASIZE COMPREHENSIVE STRATEGY, NOT DISCIPLINE-SPECIFIC STRATEGY

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Page 21: There is no such thing as UX strategy

THERE’S NO SUCH THING AS UX STRATEGY

GOTHELF.CO / @JBOOGIE

AN EXPERIENCE STRATEGY IS THAT COLLECTION OF ACTIVITIES THAT AN ORGANIZATION CHOOSES TO UNDERTAKE TO DELIVER A SERIES OF (POSITIVE, EXCEPTIONAL) INTERACTIONS WHICH, WHEN TAKEN TOGETHER, CONSTITUTE AN (PRODUCT OR SERVICE) OFFERING THAT IS SUPERIOR IN SOME MEANINGFUL, HARD-TO-REPLICATE WAY; THAT IS UNIQUE, DISTINCT & DISTINGUISHABLE FROM THAT AVAILABLE FROM A COMPETITOR.

Steve Baty, Founder, Meld Studios (2009)

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Page 22: There is no such thing as UX strategy

THERE’S NO SUCH THING AS UX STRATEGY

GOTHELF.CO / @JBOOGIE

THE STRATEGY YOU DEVELOP FOR YOUR PRODUCT OUGHT NOT EVOLVE IN ISOLATION. EVEN THOUGH THE VALUE OF USER EXPERIENCE IS CLEAR, YOUR OVER-ARCHING REASONS FOR PROVIDING SOMETHING SHOULD BE CONSIDERED WITH EQUAL WEIGHT.

Indi Young, Author Mental Models (2008)

Page 23: There is no such thing as UX strategy

THERE’S NO SUCH THING AS UX STRATEGY

GOTHELF.CO / @JBOOGIE

USER EXPERIENCE STRATEGY IMPLIES THAT IT’S SET APART FROM, SAY THE BUSINESS STRATEGY, OR THE MARKETING STRATEGY, OR EVEN THE PRODUCT STRATEGY AND IT SHOULDN’T BE. STRATEGY COMES FROM THIS COLLECTIVE VISION OF THE BUSINESS AND ITS CUSTOMERS.

Holly North, UX Designer @ Medianorth as quoted in “UX Strategy”

Page 24: There is no such thing as UX strategy

THERE’S NO SUCH THING AS UX STRATEGY

GOTHELF.CO / @JBOOGIE

YOU CAN LOOK AT DESIGN IN STRATEGIC WAYS BUT I DON'T THINK THE OUTPUTS OF THAT DESERVE THEIR OWN LABEL. THEY FEED INTO PRODUCT STRATEGY, MARKETING STRATEGY AND CUSTOMER SERVICE STRATEGY.

Cennydd Bowles, Designer (2014)

Page 25: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

THERE IS NO SUCH THING AS A STAND-ALONE UX STRATEGY.

Page 26: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

IN FACT, IT CAN BE DETRIMENTAL:

Page 27: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

IN FACT, IT CAN BE DETRIMENTAL:‣ INCREASES OVERHEAD & PROCESS BLOAT

Page 28: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

IN FACT, IT CAN BE DETRIMENTAL:‣ INCREASES OVERHEAD & PROCESS BLOAT‣ REDUCES COLLABORATION

Page 29: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

IN FACT, IT CAN BE DETRIMENTAL:‣ INCREASES OVERHEAD & PROCESS BLOAT‣ REDUCES COLLABORATION‣ INCREASES TERRITORIALITY

Page 30: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

IN FACT, IT CAN BE DETRIMENTAL:‣ INCREASES OVERHEAD & PROCESS BLOAT‣ REDUCES COLLABORATION‣ INCREASES TERRITORIALITY‣ CREATES HURT FEELINGS

Page 31: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

ENTER PRODUCT STRATEGY

Page 32: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

THERE’S NO SUCH THING AS UX STRATEGY

PRODUCT STRATEGY ASKS THE FOLLOWING QUESTIONS▸ Who are you building the product for?

▸ What problem are you solving for these people?

▸ How will you solve it?

▸ How will you attract initial users?

▸ How will you retain users?

▸ How will you make money?

▸ Who are you competing against?

▸ How is your product different/better than the competition?

▸ How will your product look? Behave?

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GOTHELF.CO / @JBOOGIE

THE REAL PROBLEM: A LACK OF ORGANIZATIONAL VALUE FOR UX DESIGN

Page 34: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

UNITE THE CLANSINSTEAD OF DIVIDING EFFORTS…

Page 35: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

THE HOLY TRINITYWORK TO BUILD SHARED UNDERSTANDING OF…

Page 36: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

Source: http://www.inovis.cc/

Page 37: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

Source: http://www.inovis.cc/

FOCUS ON THIS

Page 38: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

EXAMPLE: WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE COMPARISON SERVICE THAT DELIVERS GEO-TARGETED PRODUCT LISTINGS WILL INCREASE CUSTOMER RETENTION, SALES AND DRIVE NEW USER ACQUISITION.

Page 39: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

EXAMPLE: WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE COMPARISON SERVICE THAT DELIVERS GEO-TARGETED PRODUCT LISTINGS WILL INCREASE CUSTOMER RETENTION, SALES AND DRIVE NEW USER ACQUISITION.

A HYPOTHESIS STATEMENT

Page 40: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

EXAMPLE: WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE COMPARISON SERVICE THAT DELIVERS GEO-TARGETED PRODUCT LISTINGS WILL INCREASE CUSTOMER RETENTION, SALES AND DRIVE NEW USER ACQUISITION.

BUSINESS STRATEGY

Page 41: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

EXAMPLE: WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE COMPARISON SERVICE THAT DELIVERS GEO-TARGETED PRODUCT LISTINGS WILL INCREASE CUSTOMER RETENTION, SALES AND DRIVE NEW USER ACQUISITION.

PRODUCT/ENGINEERING STRATEGY

Page 42: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

EXAMPLE: WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE COMPARISON SERVICE THAT DELIVERS GEO-TARGETED PRODUCT LISTINGS WILL INCREASE CUSTOMER RETENTION, SALES AND DRIVE NEW USER ACQUISITION.

UX STRATEGY

Page 43: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

EXAMPLE: WE BELIEVE A DEVICE-AGNOSTIC REAL ESTATE COMPARISON SERVICE THAT DELIVERS GEO-TARGETED PRODUCT LISTINGS WILL INCREASE CUSTOMER RETENTION, SALES AND DRIVE NEW USER ACQUISITION.

SUCCESS CRITERIA/BUSINESS GOALS

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GOTHELF.CO / @JBOOGIE

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GOTHELF.CO / @JBOOGIE

ID

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ID

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ID

PRODUCT STRATEGY:SEAMLESS USER EXPERIENCE

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GOTHELF.CO / @JBOOGIE

ID

PRODUCT STRATEGY:SEAMLESS USER EXPERIENCE

REDUCED COST OF LABOR

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GOTHELF.CO / @JBOOGIE

ID

PRODUCT STRATEGY:SEAMLESS USER EXPERIENCE

REDUCED COST OF LABORUBIQUITOUS PRESENCE

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GOTHELF.CO / @JBOOGIE

ID

PRODUCT STRATEGY:SEAMLESS USER EXPERIENCE

REDUCED COST OF LABORUBIQUITOUS PRESENCE

CROSS-CHANNEL DATA COLLECTION

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GOTHELF.CO / @JBOOGIE

ID

PRODUCT STRATEGY:SEAMLESS USER EXPERIENCE

REDUCED COST OF LABORUBIQUITOUS PRESENCE

CROSS-CHANNEL DATA COLLECTIONDEEP CONSUMER INSIGHTS

Page 56: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

WORKING TOGETHER AS A COLLABORATIVE TEAM TO STRENGTHEN OUR PRODUCT STRATEGY HYPOTHESES MEANS WE'RE ALWAYS OPTIMIZING THE WEAKEST PARTS OF THAT STRATEGY.

SOMETIMES THAT'S UX AND OTHER TIMES IT'S NOT.

Page 57: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

AT THE END OF THE DAY THIS IS A LOVE STORY…

…A BRINGING TOGETHER OF PRODUCT MANAGEMENT AND UX (AND ENGINEERING).

Page 58: There is no such thing as UX strategy

GOTHELF.CO / @JBOOGIE

THANK YOU!JEFF GOTHELF / @JBOOGIE / [email protected]

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