- This page:
Business strategy (definition),
- Separate pages:
A UX maturity scale
Objections to UX – and rebuttals
Definition: A long-range plan for helping the business achieve specific business goals
Note: Strategy is about changing something
The core of any strategy is:
A. Where are we now?
B. Where do we want to be in 3 years?
C. What are the right tactics to get from A to B?
D. Once we have reached B, how will we prove it to our colleagues?
E. What might stop us, and how will we overcome that?
Definition: A description of what a company expects to accomplish over a specific period of time.
Note: Businesses outline their goals in their business strategies. Goals might pertain to the company as a whole, departments, employees, customers, etc.
Definition: A long-range plan for helping the business achieve specific business goals through UX activities.
Note: A UX strategy can be about
- A strategy specific for the company’s products and services.
- How to position UX within the organization, for example increase usability maturity
Example of a helpful UX strategy
A bit of context: Alice works as a UX researcher for Gamma Airlines. From field studies, Alice learns that usability defects in Gamma’s booking system are causing people to miss high-margin “flight extras”. This aligns with the current cross-sell/up-sell strategy.
Strategy: Alice proposes a series of studies with representative customers based on her personas to identify and remove specific obstacles to profit here.
For more details and further examples of strategies, read the paper “A UX Stratega – A Fictitious but Realistic Example of a UX Strategy” by Rolf Molich, 7 pages.
Example of a bad strategy
“Our strategy is collaborative growth
We will lead a customer-focused effort of the market through our use of digital business and internet of things ecosystem to build a cloud-based revolution.
By being both innovative and open, we will drive competitive advantage throughout the organization. Synergies between our data leaders and agile culture will enable us to capture the upside by becoming networked in a big data world.
These transformations coupled with disruptive insight from data due to our digital first platform will create a learning organization through value and efficiency.”
Credit: Sophie Dennis
The actual means used to gain an objective.
Examples of UX tactics: Create personas; create user journey maps; implement HCD-lifecycle; run usability tests.
Definition: The level of understanding and implementation of a systematic human-centered design process within an organisation or a development team.
More about UX maturity
Management’s true commitment to usability and user experience is important for a high UX maturity. Many managers will say that they are committed to usability. However, there is a tremendous difference between paying lip service to commitment and true commitment. The following quote puts it very nicely: