“Strategy” can be a difficult term to define. Many people have a different understanding of what strategy really is, and it can be difficult to articulate the output of a product’s strategy phase or for product development as a whole. While exact definitions are endlessly debatable, in this article I aim to articulate the meaning of user experience (UX) strategy as the design of products and services with a focus on the end user.
User experience strategy builds upon an organization’s business and product strategies through a shared vision for a product or service from the end user’s perspective. UX strategy can also extend beyond a single product to create a vision for what a customer’s interaction with your company will be like across multiple products and touch points over time.
A UX strategy has four primary components:
Understanding where you are today and where you want to be in the future helps to ensure that your product provides value and achieves your business goals. Creating a UX strategy helps to:
While defining a strategy up-front can be a strong influence to the rest of the product development process, your strategy should be flexible and adaptable as ideas and your approach evolve. Most important, strategy should be seen as a constant visible presence that feeds into all product design decisions, rather than a single step in the product development process.
For more information, download the full white paper "What Is User Experience Strategy, Anyway?"