So Ive been a software designer for over 25 years

I HAD to learn about packaging, distribution and sales.

Fifteen years later I had become a UX wireframe monkey!
So I tried to learn everything I could about UX Strategy

@jaimerlevy
Definition of Experience Strategy by Jesse James Garrett in Indi Youngs book Mental Models, Rosenfeld Media, 2008
So what the hell is UX Strategy?!

User experience (UX)

strategy lies at the
intersection of UX design
and business strategy.
So what the hell is UX Strategy?!

Its a plan-of-action on how

to ascertain that the user
experience of a product is
aligned with the businesss
objectives.
So what the hell is UX Strategy?!

Its a practice that when done

empirically is a better
guarantee of a successful
digital product than just
crossing your fingers and
writing a bunch of code.
So what the hell is UX Strategy?!

It's the method by which you

validate that your solution
solves a problem for real
customers in a dynamic
marketplace.
These are the four
THEtenets
FOUR of my UX
TENETS OFStrategy FRAMEWORK
UX STRATEGY
Case study of a stellar UX Strategy
BUSINESS STRATEGY = Kicking the ASS of all your competitors
VALUE INNOVATION = Offering a LEAP in value for customers
VALIDATED USER RESEARCH = EVIDENCE of a needed solution
KILLER UX DESIGN = Providing a FRICTIONLESS User Experience
What WINNING looks like!
Business Strategy is the plans, choices, and
decisions used to guide a company to greater
profitability and success.
In his now
classic1985 book
Competitive
Advantage, Michael
E. Porter lays out
the two most
common ways to
achieve a
competitive
advantage.
(1) cost leadership
(2) differentiation
(2) differentiation
What is a Value Proposition?

A promise of value to be delivered and a belief from

the customer that value will be experienced.
Why You Must Conduct Competitive Research
Do thorough research of both direct and indirect competitors!
Digital Value Propositions offer new MENTAL MODELS

Mental models are the steps we think we need to take

to accomplish a task. Innovation can happen when we
reimagine an offline experience with a digital interface.

Hitchhiking -> UBERing

Value Innovation can be accomplished by
focusing on the primary utility of a product and
making the experience of it an indispensable
aspect of how we live our lives.
In this game changing
2005 book Blue Ocean
Strategy, the authors argue
that companies can succeed
by creating value
innovation for an
uncontested market space,
thus making the competition
irrelevant.
Value Innovation for Digital Products

It offers a new mash up of features from both

competitors and relevant existing alternatives.
(i.e. Meetup + transactional system = Eventbrite)

It transcends a value proposition from existing larger

platforms.
(i.e. Google Maps + crowdsourcing = Waze)

It consolidates formerly disparate user experiences

into one single solution
(i.e. Smartphone with camera - YouTube = Vine)
Validated User Research is we focus our research
on a specific customer segment who have a
problem that needs to solved and we validate our
findings with measurable results.
In his mind-blowing
2011 book
Lean Startup,
Eric Ries's philosophy on
Validated User Research
and the Build-Measure-
Learn feedback loop has
totally recast the way both
startups and enterprises
release products into the
marketplace.
In his mind-blowing
2011 book
Lean Startup,
Eric Ries's philosophy on
Validated User Research
and the Build-Measure-
Learn feedback loop has
totally recast the way both
startups and enterprises
release products into the
marketplace.
These two Books had a BIG Influence on Validated User Research

User Research Customer Discovery

Traditional user research AKA Ethnography

@jaimerlevy
The purpose of an experiment is to test a hypothesis
We want MEASURABLE results to validate/invalidate our value prop!
Guerrilla User Research is fast, cost-efficient and methodical!
This PROTOTYPE SOLUTION in how we measure SIGNAL!

@jaimerlevy
We show the KEY EXPERIENCES of our value proposition

BEAUTIFUL CONTENT AFFORDABLE PACKAGES

and our business model to get validation (not just empathy)

TOUR SCHEDULING PRICE TRANSPARENCY

from our HYPOTHESIZED customers.

@jaimerlevy
And IDEALLY, with the stakeholder sitting there!
And capture the feedback in a systematic way
But what if I my boss wont let me???!!!!

DONT WAIT FOR

PERMISSION!
BE INTREPRENURIAL!
Collect empirical evidence by A/B Testing Landing Pages
1 2

3
Killer UX Design is accomplished when
the product interface allows its users/
customers to easily accomplish their goals
with little resistance.

In a word, Killer UX design enables an

experience that is FRICTIONLESS!
Killer UX Design (WAZE)
Killer UX Design (UBER)
Killer UX Design (TINDER)
Killer UX Design = Better Conversion
Why you MUST Design for Conversion

$$$ / happy customers @jaimerlevy

 Why UX Strategy is Crucial (the takeaways)

A unique kick-ass user experience aligned with the right

business model can define a disruptive product.

It helps the entire team and the stakeholders reach a

shared product vision for greater efficiency.

By doing everything you can to validate your UX strategy,

you reduce the risk of making products that nobody wants.

P.S. Your existence is what you make of it!

 Xie Xie!
@jaimerlevy
jaimerlevy@gmail.com
FREE UX STRATEGY TOOLKIT = UserExperienceStrategy.com