Strategy and User Experience Design
Your business has a mission. Your experiences need to enable that mission.
What's strategy got to do with user experience? First, let's clarify terms. The word "strategy" is used in many different (sometimes confusing) ways. Let's focus on two:
- Business Strategy
- UX Strategy
Your Business Strategy -- what you're trying to accomplish and how, roadmapped through the next year or two -- will influence whatever user experiences you deploy.
If your business strategy is vague or incomplete, we can shape what's needed to drive the experiences. If the strategy is fully formed, we can work together to ensure there's a direct line of sight from your strategy to the requirements that drive your experiences.
The UX Strategy comes from that alignment. UX strategies range from simple to highly complex.
Simple UX Strategies may not even seem that strategic. "We're going to deploy a site so our customers can buy seasonal items from November through December. We'll measure results to see if we increased overall sales."
Complex UX Strategies, however, might factor audience analyses, technical studies, security and regulatory considerations, social media, research cycles, design iterations, mobile responsiveness, companion apps, a thorough measurement plan, and multiple releases targeted over time. All of which might work hand-in-hand with communications, change management, support, and training.
UX Design
User Experience design delivers on everything in the UX strategy. But it doesn't stop there. The best designs go above and beyond. They are:
- Usable -- Your users need to get from Point A to Point B as easily as possible.
- Compelling -- You influence best when you engage. You can expect action from users when you lead them through the decision process, anticipating their needs all the way. Good design goes beyond providing, it compels.
- Elegant (even Beautiful) -- Some view this as optional. "I just have a number-crunching site -- it doesn't have to be pretty." Well, maybe not pretty like a site selling designer clothing, but consider: Make the presentation of that number-crunching site reflect the excellence and reliability of your brand. Provide a look that your users respect and admire. Dare to be elegant.
What happens when a solid Business Strategy drives a UX Strategy and is put in the hands of excellent designers? Well, think of the sites you really like -- the ones you use not just because you have to. Chances are that's exactly what happened.
For more, see my blog