What is User Experience (UX) Strategy?
UX strategy is a plan-of-action on how user experience of a product meets the need of business objectives. The purpose of making UX strategy is to give an understanding between the designers and goals/objectives of the product. It must be researched, discussed and approved by all the members involved in the product management and stakeholders.
How to create UX Strategy?
Creation of a UX strategy doesn’t specifically describe on what to do but only the goals/objectives need to be achieved for a particular product. It should be easily understood by all the members involved in the team and stakeholders. According to Levy, Its aim is to create a shared vision of the product and how to create it. According to Hoekman, shorter UX strategy can be referred by designers on a regular basis and in a very less time giving them an ease in their process.
Components of UX Strategy
There are four components to create a good UX strategy. These are business strategy, value innovation, validation of user research and killer UX.
1. Business Strategy
Business strategy has to deal with a company’s objective to scale and make money. Now, there are two ways with company achieve this and get successful – Cost Leadership and Differentiation. Designers can make a great impact when it comes to differentiation. When they have a clear idea and understanding about the business strategy, they can figure out great ways to make and impressive UX strategy that can lead to a company’s success.
According to Jaime Levy, an UX strategist – “ Business Strategy is the identification of the guiding principles for how a company will compete in its industry and where you should invest to achieve business objectives”
2. Value Innovation
Value Innovation = Great user experience(UX) + Clear value proposition
“ This can be accomplished by focusing on the primary utility of a product and making the experience of it an indispensable aspect of how we live our lives”
Value innovation is a major factor that creates a difference in uncontested market between competitors. This involves continuous research and redesigning. So designing a good UX strategy must follow the ways with which a company’s value can be increased. Some of the examples can be gifting products to people for free etc.
3. Validation of User Research
Validation of user research is a very important tenet of UX strategy as user research involves a lot of assumptions and hypotheses. If those assumptions are not tested for validity in real environment or conditions, it can lead to a wastage of time and resource for a particular product. So, the aim is to measure how valid something is.
“Validation is when the proposed product is approached as an “experiment” that needs to be tested by your hypothesized customers”
4. Perfect User Experience(UX) Design
“Is accomplished when the product interface allows its user/customers to easily accomplish their goals with little resistance” . Value innovation for a product depends upon it’s UX design.
UX designers achieve this by designing structures using real experiments and not just by assumptions. It is very important for an UX designer to know all the critical features for that product and learning everything about the existing market space to identify UX opportunities that can be exploited.
The most neglected and important step is to actually get feedback from existing product users and their suggestions over it.
Last, but not the least it’s very crucial to get a knowledge for all the process of engaging in that product. Not just about the initial use of the product but also the future aspects and use of that product.