Today we spotlight one of this year’s 60-minute presentations, Paul Bryan’s “Developing a User Experience Strategy.” UXPA is thrilled to host this session and its companion workshop, “Ingredients of a Successful User Experience Strategy” at this summer’s conference in Washington, D.C.
Register today for a front-row seat! And here’s Paul to tell us more:
I’m really excited that UXPA is taking such a strong interest in UX strategy this year. UX strategy represents a real growth area in our profession, as customer data sources become both less expensive and more comprehensive, and user experience finds it’s way into the C-suite in the form of program vision, marketplace direction, and long-term multichannel planning. But how can UX leaders and senior professionals prepare for this new stage they find themselves on? That’s what this presentation is all about.
I’ll start the presentation with an explanation of the framework the UX Strategy Group uses when developing a UX strategy foundation for its corporate clients. The framework has 7 components or key ingredients:
- Business strategy alignment
- Customer data
- Competitive landscape
- Behavioral segmentation (e.g. personas)
- Experience modeling
- Road map
To incorporate UX strategy into your user experience planning you need to first gain a deep understanding of your organization’s go-to-market strategy, including the operating plans, aggregated customer data, and business strategy documents presented quarterly to executives. Next is formulation of a detailed model that represents evolving customer behavior in your industry across devices and life contexts.
While innovators don’t follow the competition, they do need to understand the competitive landscape to ensure that the innovations they’ve been planning actually are still innovative.
Experience modeling involves both current state and future state models. Current state models include entity diagrams, showing a map of the known interactive world, mental models and customer journeys. Future state experience models include storyboards, screen flows, conceptual designs and orchestration of multichannel touchpoints. Experience models need to take into account evolving interactive trends and capabilities, like mobile strategy, social media integration, and the use of location to enhance the experience.
Finally, the experience strategy involves a road map, with an overall vision, prioritized feature set, release planning, and delivery milestones.
It’s a lot to cover in an hour, so hopefully some of the presentation attendees will also be in the workshop I’m giving on the same topic to continue the conversation.
I really appreciate the UXPA giving me this chance to give its attendees a foretaste of the UX STRAT 2013 conference in September in Atlanta, where UXPA representative Ronnie Battista will be speaking on a related topic.