User experience (UX) strategy requires a careful blend of business strategy and UX design, but until now, there hasnât been an easy-to-apply framework for executing it. Strategy is about uncovering the key challenges in a situation and devising a way of coordinating effort to overcome them for a desired outcome. âHow do I explain what I do at a party? It connects analysis and planning with an intentional logic that guides decision making. Pingback: Behind the Scenes of a Data-Driven Website Redesign | Optimizely Blog. Tough question. Create a presentation, document and a graphic as needed. We also wrote about this topic. How do we consistently create UX strategy? Thank you for that! The only difficulty there is getting each of the BLANKS to fill in down to just a few words. Hi Kaveh, If you ever want to publish a translation of my blog posts, please go ahead and do so. A UX strat e gy is the plan and approach for a digital product. As the head of eBay's Global User Experience Design and Research Team, Nancy spent 5 years leading over 100 user experience professionals. Building UX strategy is a creative endeavor. Effective UX strategy aligns upwards. Yes, I could see how that would be confusing. Still, try to avoid direct repetition in wording. YOU NEED A STRATEGY.” When I replay this scene in my head, I can hear the CTO very audibly yelling (slash pleading) with our product…. – Jim, Pingback: UX Strategy – Part 2 – Rachelle Ryan, Pingback: UX Design Engineering – UX Strategy Part 3 – Rachelle Ryan. Pingback: https experiencinginformation com 2014 08 12 ux strategy… | Currently Investigating, Pingback: This UX Strategy Guide helps designers make better decisions - UX Hacker, Pingback: UX/UI Case Study: Lighthouse — learn positive thinking with a mobile app - Hello.Design, Pingback: Your In-house Design Team Doesn’t Need a Brief – acraigwilliams, Your email address will not be published. Thanks for the feedback and question. Object-Oriented UX is a digital design philosophy that respects the fact that people think in objects. Start with What UX Strategy Is. It’s an interlocking set of choices that aligns activity and shows causality: if we do this, then we expect to see that. The Blueprint exposes the dependencies in strategic choice letting you see all of the elements at once. Understanding what the data is telling you impacts your information architecture, personas, user flows, interface design, and a variety of other aspects of the user experience. The elements in the UX Strategy Blueprint are based on existing research in the field of strategy. A popular view of user experience design is that it is a product, and that itâs about execution and tactics. How to design a UX strategy. Hello, I’m listening to your pod-cast on UIE and want to thank you for the good thinking here. You can’t analyze your way to strategy: the answers don’t magically emerge from data. These are some of the main things that contribute to the UX of your site and the things you need to consider when implementing a UX strategy. Others consider strategy to be in-depth investigation, such as market research or competitor comparisons. Grounded. North Andover, MA 01845 The elements in the UX Strategy Blueprint are based on existing research in the field of strategy. AREAS OF UX—What areas of UX will make the most difference? The short version is that I say I â¦ I just noticed though on the editable PDF version, that the ‘Challenges’ box doesn’t have an editable field; would love to have that option added. Regardless of level – corporate, product, team or personal strategy – the crux of strategy work relies on the same set of elements, outlined below. What is strategy? Nice article and template! Strategy Blueprint by Jim Kalbach, CC BY-NC-SA 4.0 The elements in the strategy blueprint are based on research in the field. Others consider strategy to be in-depth investigation, such as market research or competitor comparisons. I’ve just looked at this preliminarily, but it looks like a great resource. Here’s how to interpret each element in the UX Strategy Blueprint: You’ll probably find overlap with the information you provide for these six elements. Is there a way to edit the headlines and subheads on the Blueprint pdf? I work for the IDM (www.theidm.com) and all our online courses sit behind a password protected log in. Either way, discovery involves people and data. I envisioned linearizing the information from the canvas into a 2-page document. Once all of the elements have been agreed on, consolidate the strategy. Your blueprint seems like a useful tool for that task. A good, succinct strategy should only be about two pages long. Regardless of level—corporate, product, team or personal strategy—the crux of strategy work relies on the same set of elements, outlined below. Subscribe to UX Strategy with Jared Spool, our newsletter focused on bringing UX to a strategic level inside your organization. WordPress thought my boiler plate was an attempt to insert HTML. Depending on your product and market, you should do this every 2-4 months. I’ll be sure to cite you where I use it. UX Strategy Blueprint (with input fields). I can send you the translated version into Persian if you like. In this case, “Lean Startup” approaches may be a core part of your strategy. UX strategy means killer design strategy. C ontent is found everywhere, everything we make has content. Below each of the six headers are guiding questions, as well as examples of the types of information required. Even when Material Design was first launched, the discussion was primarily focused around how it looked, not how it should be adapted, combined with words, or the interaction! Let me know what you come up with. Ultimately, strategy is about an honest recognition of the challenges your face — whether dealing with an existing problem or exploring a new opportunity — and devising a way to overcome them. Thanks, Hertje! Of course strategy can address new opportunities. Tough question. It’s free! 510 Turnpike Street, Suite 102 See more ideas about Design thinking, Service design, User experience design. Share the strategy as often as possible. In our design 80% is the content itself. Developing strategy is a craft, one that involves exploration and choice but also systematic thinking. New opportunities often come with uncertainty, which itself is a type of challenge to overcome. In my own attempt to put your thinking into my way of thinking, I asked myself, “If I had this document all filled out, what would the final outcome or artifact be?” For me, I would want a statement that I could posterize or use as an elevator speech. Thinking about that, I drafted this boilerplate: “Our UX Strategy is to focus on these using these to guide these in order to achieve these and/or overcome these as measured by these . First, it borrows from Henry Mintzberg’s five Ps of strategy from his landmark book Strategy Safari. The principal stakeholders on the project will have a good idea whoâs available to talk (and they will likely be on the list themselves). UX Strategy Blueprint | UX Strategy & Product Psychology, Strategy Blueprint | Experiencing Information, Behind the Scenes of a Data-Driven Website Redesign | Optimizely Blog, UX Design Engineering – UX Strategy Part 3 – Rachelle Ryan, https://uxstudioteam.com/ux-blog/ux-strategy-canvas/, https experiencinginformation com 2014 08 12 ux strategy… | Currently Investigating, This UX Strategy Guide helps designers make better decisions - UX Hacker, UX/UI Case Study: Lighthouse — learn positive thinking with a mobile app - Hello.Design, Your In-house Design Team Doesn’t Need a Brief – acraigwilliams. CenterCentre – UIE values your privacy. Analysis and planning, while necessary inputs and outputs in the strategy creation process, are not the core of strategy. Your email address will not be published. These are combined with Roger Martin and A.G. Lafley’s five questions of strategy in their recent book Playing To Win. By “editable” I meant that the information you record can be entered directly into the blueprint. AREAS OF UX – What areas of UX will make the most difference? Though user experience and content strategy seem to have similar goals there is too much conflict when it comes to the actual execution. book Strategy: A History by Lawrence Freedman. Sorry. And detailed roadmaps don’t provide the rationale for the activity they organize. – Jim, Dear Mr. Kalbach, this is just a short note to say “thank you” for creating and sharing your outstanding “UX Strategy Blueprint” with the community. I recently read the fascinating (although long!) UX Strategy Blueprint Challenges Aspirations Focus Areas Guiding Principles Measurements Activities What problems are you trying to solve? Glad to hear that there are similar definitions of strategy out there. He is currently Head of Consulting and Education at Mural, and his background spans design roles at Citrix, USEEDS in Berlin, LexisNexis, and Razorfish. It cascades from the top down. Thanks Jim, a fanstatic tool that ties so many elements together cohesively. For instance, in ecommerce settings will you focus on finding products, the purchase process, or both? The UX Strategy Blueprint is â¦ Want to improve your organization’s UX strategy? Hi – would just like to say thanks for this, it looks like a very useful tool. The intersection of these two frameworks yields six common facets. He authored Designing Web Navigation in 2007 and recently published his second book with O’Reilly, Mapping Experiences. Scope out the ones that aren’t. The UX Strategy Blueprint helps you see all the moving parts in a single overview. I found this article really interesting! These are combined with Roger Martin and A.G. Lafley’s five questions of strategy in their recent book Playing To Win. Just a thought! The UX Strategy Blueprint is a simple tool to help you define a UX strategy. First, it borrows from Henry Mintzbergâs five Ps of strategy from his landmark book Strategy Safari. Strategy does. Skip elements that are unknown or make assumptions as needed. Mar 30, 2015 - Explore Tarana Rawat's board "UX strategy" on Pinterest. Having multiple dimensions of data allows companies to innovate, and haviâ¦ Explore different options, asking “what if?” and “what would need to be true?” With the UX Strategy Blueprint, there is initially no risk in trying out alternatives: cross things off, move sticky notes around, rework ideas, crumple it up and start over again. Scope out the ones that aren’t. The most important thing any product team needs is clear and up-to â¦ An idea for you….So, you have a nice list of “Challenges”, from both the user and business sides. Strategy is designed. Strategy does. Strategy is based on facts, analysis, and planning, and is the logic behind the decision making. UX Strategy is about defining what kind of experience you want. There are several situations in which you can use the UX Strategy Blueprint: Once all of the elements have been agreed on, consolidate the strategy. She went on to manage, lead, and build award winning, user-centered, product design and research teams at ABCNews, HarperCollins, Scient, eBay, and FirstGiving. Or, try uploading an image of it as a background within an online collaboration board (e.g., Mural.ly, TUZZit.com) and apply virtual stickies as you go. My work with ScienceSoftâs diverse range of customers showed me that depending on the clientâs digital project, a UX strategy can entail more specifics as to what steps to take and what to focus on. Strategy is about uncovering the key challenges in a situation and devising a way of coordinating effort to overcome them for a desired outcome. Give it multiple forms to illustrate your intent to different audiences. Let me know if you have any questions. I would strongly suggest that you would also publish the translated versions on your personal website as well. If your UX Strategy includes design jargon, you need to spend a lot of time educating the organization around the new vocabulary. I’d love to hear your story! 2nd try: Our UX Strategy is to focus on these (areas) using these (principles) to guide these (activities) in order to achieve these (aspirations) and/or overcome these (challenges) as measured by these (measurements). oops! It’s an interlocking set of choices that aligns activity and shows causality: if we do this, then we expect to see that. Developing strategy is a craft, one that involves exploration and choice but also systematic thinking. The output of the discovery phase should be based on empirical data, such as getting direct input from target users before going straight from an idea to wireframes and development. Strategy is an interlocking set of choices you make to overcome adversity and reach a desired position. I feel quite differently. Our brains have evolved to recognize solid objects that adhere to the laws of physics. After that, you may find yourself bouncing around between the boxes. The overall logic should make a coherent storyline. thanks. Write down a few keywords or phrase for each that reflect a viable approach. But digital environments are not beholden to the laws of physics, which can wreck havoc on our usersâ ability to understand them. Making Content Strategy and UX Work Together. Explore different options, asking “what if?” and “what would need to be true?” With the UX Strategy Blueprint, there is initially no risk in trying out alternatives: cross things off, move sticky notes around, rework ideas, crumple it up and start over again. What’s your opinion? I updated the typo…. You can follow him on Twitter @JimKalbach. This means fewer misunderstandings, and less rework and resource wastage during the design process. The UX Strategy Blueprint is a simple tool to help you define a UX strategy. Those come with their own challenges. These are combined with Roger Martin and A.G. Lafleyâs five questions of strategy in â¦ If youâre building something brand new and there is no user base just yet, your options will be far more limited. First, it borrows from Henry Mintzberg’s five Ps of strategy from his landmark book Strategy Safari. So, with these numbers, we can figure out how important content strategy is in crafting user experience (UX) overall. Part of the problem is in the fuzziness of the term “strategy” itself. The elements in the UX Strategy Blueprint are based on existing research in the field of strategy. In fact, I would like to reference it on one of our courses. Each is given a box in the Blueprint, formulated specifically for generating UX strategy. @JimKalbach 3. â¢ Strategy â¢ UX Strategy â¢ Strategic Learning 4. We will never sell your email address. Hi Jim, what a neat tool! First, it borrows from Henry Mintzbergâs five Ps of strategy from his book Strategy Safari. Definition: A UX roadmap is a strategic, living artifact that aligns, prioritizes, and communicates a UX teamâs future work and problems to solve. Share the strategy as often as possible. A UX Strategy that is a long to-do list will not help you make decisions when you come to a cross-roads. I fully expect others to change and modify things for their actual situations. REGIONS—What are the countries, languages, and cultures that are in play? Reiterate. 3. How things look. USE CASES—Indicate the key scenarios of use at a high level. https://uxstudioteam.com/ux-blog/ux-strategy-canvas/ But if you could pull it off, I’d be all for it. By defining every aspect of the user experience before initiating the design phase, youâre giving your team direction for all aspects of the design. Sounds like a great resource. Thanks for the tip, Francis. That’s fine. The focus on storytelling is great too, which I’ll integrate into my discussion of “communicating” strategy. It is well-defined and hard to misinterpret. I also often find team challenges one that comes out too. Itâs in forms, copy, images, videos, stories, metadata. This hands-on guide introduces lightweight strategy tools and techniques to help you and your team craft innovative multi-device products that people want to use. But a boilerplate template could also work. If they donât, they can point you to the people who do. Many people blur it with detailed planning. In doing so, it simplifies strategy, making an abstract concept more tangible for all involved. In U X, as anywhere else, strategy is usually a big deal. You can use it freely otherwise. Thanks very much for making it available. Using this schema allows you to not only articulate a UX strategy consistently, but also map it back to superordinate strategies. Analysis and planning, while necessary inputs and outputs in the strategy creation process, are not the core of strategy. It’s hard to over communicate: print it out, hang it up, start every meeting with your strategy slide, use it as dummy text in wireframes instead of lorum ipsum. Is it correct to say that “strategy” addresses a problem only or can you create a strategy to address new opportunities? For example Apple claims that they start with "How they want people to feel" when they start the design. The elements in the UX Strategy Blueprint are based on existing research in the field of strategy. These are combined with Roger Martin and A.G. Lafleyâs five questions of strategy in their recent book Playing To Win. There are often battles between UX and content management teams, especially when it comes to design process. So it might make an unruly sentence. The Blueprint exposes the dependencies in strategic choice, letting you see all of the elements at once. Jim’s one of those UX designers who’s an active practitioner and an exceptional instructor. I’ve already used in it few time with my research and development partners over here. You can use the template freely provided you don’t change the structure and give me credit where necessary: Keep in mind that strategy is hierarchical. Reblogged this on Seth Owings – UX Strategist and commented: All the best, Kaveh. A considered UX strategy helps us to deliver on all of these aspects of an ecosystem and become increasingly important as the ecosystems we design become richer and more complex. Great post. SERVICES—What products, services, platforms, and technologies are included in the strategy? Hi Lon. UX design, wireframes, task flows and information architecture coupled with rapid prototypes to quickly test design concepts and move forward. Therefore, when we want to reference an article (we use Harvard style referencing) I need to ask the author for permission to do so. And that it’s therefore about persuasion: convincing others to work with you or explaining to adversaries the consequences if they do not. For instance, in ecommerce settings will you focus on finding products, the purchase process, or both? Otherwise, it’s not meant to be edited. Talk to us. Part of the problem is in the fuzziness of the term “strategy” itself. Strategy is designed. Perfect timing! I was just scouring the web for a good UX strategy template when the UIE email dropped into my inbox. In part one of our UX/UI design series, Is UI as Important as UX? How things look. Understanding UX Design With the 5 Wâs If youâve been following our blog like a hound, then you knew an in-depth analysis of UX design was bound to happen. (Lean Startup is ultimately about dealing with uncertainty). After that you may find yourself bouncing around between the boxes. Pingback: UX Strategy Blueprint | DESIGNBRIEF. Tying them to Aspirations may not work in some cases: I typically focus on 1-2 main aspirations.