As UX (User eXperience) designers we understand and apply core principles, theories, and approaches to various different projects. We're not only passionate about the end user, but the ability to create meaningful experiences. We take every opportunity to evangelize the value of UX in our work place as well as those around us. That great, but how do we effectively plan a UX strategy.
Recently, I read an article on ways to effectively plan a UX strategy, particularly for those companies that have little to some UX within their company and are looking to incorporate into their own business model. At first glance, it sounded like a recipe to success, but not all size fits all, rather it provided useful fundamental guides and core principles of how UX Strategy can help assess your current situation. It may be known and fundamental, yes, but very practical and useful. Take a look on how to plan and coordinate actions:
- Where are you today? - This means taking a look a look at what's happening both internally and externally within the organization. i.e. Externally: Define your audiences, where do you stand in marketplace, benchmark products and services, compare them against competition and analyze industry trends, personas. Internally, assess your organization capabilities and competencies - using UX Maturity Scale (UXMM), map out business process and channels (Journey Map).
- Where do you want to go? - Work out where you want to be in the future – Make predictions on where you want to be, not wishful thinking on where you might want to be.
- Choose and prioritize actions - Depending on where you are on the UXMM ladder, carefully plan and time actions in phase to achieve it. Create outcomes such as strategic vision, mission statement, key UX principles, and key objectives of the areas you want to improve.
- Map out the journey – Set goals…Collect your targets or goals that are easily achievable and don’t take a lot of effort. Note when you’ve reached them. Use metrics to help you here.
- Get the job done – Collectively work with teams or individuals from different departments in getting the job done. Monitor along the way to assess what works and doesn’t and adjust accordingly.
Another article, older but worth reading is “Managing the Total Customer Experience”. We need to understand that UX strategy is about the larger picture, not just the product level, but on the organizational level.