Webinar: How to Develop a Successful UX Strategy Paul Bryan, UX Strategy Group #uzwebinar
Jan 27, 2015
Webinar:
How to Develop a Successful UX Strategy
Paul Bryan, UX Strategy Group
#uzwebinar
Paul BryanUX Strategy and User Research Consultant UX Strategy GroupSpeaker
@paulbryan
Alfonso de la NuezCo-Founder andCo-CEOUserZoomModerator
@delanuez23 @userzoom
Speakers:
www.userzoom.com
• Chat box is available if you have any questions
• There will be time for Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides/recording
• Twitter hashtag: #uzwebinar
Quick Housekeeping
www.userzoom.com
About UserZoom
Offer online or remote user research & testing solutions, saving UXers time, money, effort, and a lot of actionable insights
UX Consultants since ’01, SaaS since ‘09
In Sunnyvale (CA) Manchester (UK), Munich (DE) and Barcelona (Spain)
90% renewal rate, 50% revenue growth rate in the last 3 years
All-in-one Enterprise software solution that helps Businesses cost-effectively test, measure and improve UX over websites & mobile apps.
Product Suite: Unmoderated Remote Usability Testing
Remote Mobile Usability Testing
Online Surveys (web & mobile)
Online Card Sorting
Tree Testing
Screenshot Click Testing
Screenshot Timeout Testing (5-sec test)
Web VOC
Mobile VOC
TOPICS
IntroVision
Business strategy alignmentCustomer data
Competitive landscapeExperience modeling
Behavioral segmentation (e.g. personas)Road map
...other
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INTRO
What is UX Strategy?
A rapidly growing practice within the larger field of user experience.
It’s about building a rationale that guides user experience design efforts for the foreseeable future.
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GROUP
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CONFERENCE
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BOOK
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COLUMN
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CLASSROOM
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Let’s start with some definitions
Goal: Desired future state
Strategy: Approach, Big Idea or Concept for reaching the goal
Tactic: Specific action consistent with the strategy
INTRO
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INTRO
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INTRO
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INTRO
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INTRO
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INTRO
What is a UX Strategy?• Communicates an overarching approach, vision or
big idea that serves as a “North Star” of UX• Aligns user experience design with business
strategy • Differentiates a company's products and services
from those of its main competitors• It describes prioritized customer segments, and
how to address their needs, wants, and interactive behaviors
• Provides a road map that shows how future releases progressively achieve high-level goals
Tactical UX: Do what seems best right now
INTRO
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Q: Isn’t all UX strategic?
A: We can all be strategic. We are not all working on strategy.
INTRO
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TOPICS
IntroVision
Business strategy alignmentCustomer data
Competitive landscapeExperience modeling
Behavioral segmentation (e.g. personas)Road map
...other
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1. VisionVISION
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VISION
“Knowledge is limited. Imagination encircles the world.”
Albert Einstein
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Vision is seeing a desired future state in enough detail to get there
VISION
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VISION
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So is vision only for geniuses?
VISION
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VISION
Go to a quiet place and imagine the future
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TOPICS
IntroVision
Business strategy alignmentCustomer data
Competitive landscapeExperience modeling
Behavioral segmentation (e.g. personas)Road map
...other
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BUSINESS STRATEGY ALIGNMENT
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BUSINESS STRATEGY ALIGNMENT
“Sound strategy starts with having the right goal.”
Michael Porter
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Hint: This is an arduous process• Establish a relationship with business strategy• Obtain business strategy documentation:
Annual operating planMarket dataCompetitive dataMarketing strategyPrioritization of product developmentPrioritization of customer segments
• Connect business strategy with specific UX design direction and components
BUSINESS STRATEGY ALIGNMENT
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BUSINESS STRATEGY ALIGNMENT
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BUSINESS STRATEGY ALIGNMENT
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BUSINESS STRATEGY ALIGNMENT
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Can you answer these questions:
1. What moves the needle in profitability in your business?
2. How does UX impact the needle?3. How does the business vision and operating plan
directly impact UX design? Where can I observe it?
4. What is the ROI of UX success? Does a UX home run increase revenue 10%, 100%, 1000%?
5. What kinds of customer decision factors influence usage and profit? Are they category-specific?
6. What barriers do customers currently experience that, if removed, would yield much higher completion rates?
7. What differentiates your company from competitors? Are these factors evident in digital channels?
BUSINESS STRATEGY ALIGNMENT
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TOPICS
IntroVision
Business strategy alignmentCustomer data
Competitive landscapeExperience modeling
Behavioral segmentation (e.g. personas)Road map
...other
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CUSTOMER DATA
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CUSTOMER DATA
“In God we trust. All others bring data.”
W. E. Deming
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Aligning research methodology to design phase
Discovery Formulation Evaluation
Ethnography Depth Interviews
Survey Formative Usability
Evaluative Usability
Design solution does not existKey concepts not well-defined
Design solution does existKey variables can be measured
Initiation
Design Concept
Launch
CUSTOMER DATA
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Actionable Insight =connecting the wires between research data and
design
CUSTOMER DATA
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BTW:Big Data is going to ROCK the world of UX
CUSTOMER DATA
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TOPICS
IntroVision
Business strategy alignmentCustomer data
Competitive landscapeExperience modeling
Behavioral segmentation (e.g. personas)Road map
...other
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COMPETITIVE LANDSCAPE
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COMPETITIVE LANDSCAPE
“Know thy self, know thy enemy. A thousand battles, a thousand victories.”
Sun Tzu
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COMPETITIVE LANDSCAPE
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COMPETITIVE LANDSCAPE
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COMPETITIVE LANDSCAPE`
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TOPICS
IntroVision
Business strategy alignmentCustomer data
Competitive landscapeExperience modeling
Behavioral segmentation (e.g. personas)Road map
...other
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EXPERIENCE MODELING
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EXPERIENCE MODELING
“Design is not just what it looks like and feels like. Design is how it works.”
Steve Jobs
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Our approach to creating an experience model:• Become very familiar with the real world
phenomenon you want to model (ethnography, video diaries)
• Create a comprehensive list of entities and their relationships
• Sketch the processes that occur and the data that is exchanged
• Group entities and processes that are similar• Consolidate and simplify
EXPERIENCE MODELING
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TOPICS
IntroVision
Business strategy alignmentCustomer data
Competitive landscapeExperience modeling
Behavioral segmentation (personas)Road map
...other
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BEHAVIORAL SEGMENTATION
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BEHAVIORAL SEGMENTATION
“People's behavior makes sense if you think about it in terms of their goals, needs, and motives.
Thomas Mann
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Our approach for creating retail personas1. Review existing customer data and web
analytics2. Conduct in-depth customer research, either
through on-location interviews or ethnographic studies
3. Determine customer needs, wants, motivations, and purchase processes relevant to web, mobile phone, tablets, and/or in-store technology
4. Determine the factors that impact interactive behavior
5. Create real customer profiles that illustrate range of values for key variables
BEHAVIORAL SEGMENTATION
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Our approach for creating retail personas6. Operationalize variables using quantitative
methods (valid and repeatable)7. Create personas that represent each distinct
segment8. Prioritize personas based on value to the
company (quantitative)9. Develop a UX strategy to engage top personas10.Quantify real impact, refine the model
BEHAVIORAL SEGMENTATION
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The key is identifying differentiating user attributes:• Level of knowledge in the product category • Awareness of competitive offerings• Willingness to surrender personal information • Willingness to sign up for communications• Need for detailed explanations prior to purchase• Need for personal hand-holding after initial setup• Ability to read text of various sizes and colors on a
device• Tendency to check many competitors prior to a
purchase• Price sensitivity• Number of devices used• Readiness to use online training to learn new
capabilities
BEHAVIORAL SEGMENTATION
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Use semantic differential scales to differentiate types
Browses shopping sites on mobile in down time
Never >2x / Day
BEHAVIORAL SEGMENTATION
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TOPICS
IntroVision
Business strategy alignmentCustomer data
Competitive landscapeExperience modeling
Behavioral segmentation (e.g. personas)Road map
...other
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ROAD MAP
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The essence of strategy is choosing what not to do.
Michael Porter
ROAD MAP
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Our approach for generating a UX road map:• Gather relevant data• Create the universe of possibilities• Assign a value (typically Business value, Customer
value, Technology effort or cost)• Apply weighting as warranted by the context• Apply a reality check• Stage the resulting prioritized list into releases• Create a product road map
Other approaches: Kano, Surveys, MVP
ROAD MAP
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TOPICS
IntroVision
Business strategy alignmentCustomer data
Competitive landscapeBehavioral segmentation (e.g. personas)
Experience modelingRoad map
...other
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Anders Ramsay (andersramsay.com)
other...
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Anders Ramsay (andersramsay.com)
other...
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other...
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Questions?
UX Strategy Group (www.uxstrategy.net)
Thank You!
UX Strategy Group (www.uxstrategy.net)