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When UX strategy drives innovation, the end result is more than technical capability and beautiful interfaces: it is an experience differentiated by helping people surpass their goals and exceeding their expectations while delivering engaging, motivating, enjoyable, and memorable experiences. How can we plan and work toward new products and services while keeping the user in mind? How can we adopt and implement UX strategy? And, most importantly, how can we change the way we identify and pursue new opportunities so that we are leading the pack rather than chasing the competition? Take UX out of the design studio and include it in strategic research and planning to drive innovation in your business.
Founded in 1960, JELD-WEN employs
approximately 20,000 people worldwide and
has window and door manufacturing and
distribution locations across the United States
and in more than 20 countries.
And they had a weak digital presence.
They needed digital services that could serve:
And which could compete effectively.
The client had key business goals:
Tell the product story
Improve the brand
But we were less clear about the users’ needs.
There were opportunities to innovate:
Smartphones and tablets
Reaching homeowners directly
But we did not know exactly what or how.
But first, let’s take a moment to discuss
Study and reveal the needs and expectations of the user.
Meet the business needs and operate within the technical constraints.
Maximize the value of the product vs. the pain of using it.
UX focuses on the user
Identify & Define
What is the problem we should be solving?
What is the proper perspective to best understand the problem?
What is the best way to clearly communicate the problem?
UX solves problems
Communicate among users, business owners, and technologists.
Drive toward a shared understanding of the problem.
Acknowledge the benefits to users and the business.
“Good designers can
out of chaos.”
We take everything apart. Everything.
How does each part work individually?
How is the whole greater than the sum of the parts?
Should we “Reduce deaths”…
…or “Maximize quality of life?”
It’s a big puzzle.
What is the context and perspective of the problem and solution?
What is the best way to communicate the problem and solution?
How can we solicit and provide effective feedback?
What are the patterns, affinities, and connections?
How do the parts all fit together and join meaningfully?
Are there additional possibilities that may emerge?
“Synthesis reveals a
cohesion and sense of
indicates a push towards
What is the one best theory or explanation?
What is the one best answer or solution?
What are all of the possible explanations and answers.
Types of Reasoning
What are all of the possible solutions?
How might the parts all fit together in different ways?
Are there additional perspectives and possibilities?
Related to creativity, insight, and inference
A logical way of making “best guesses” and leaps of the imagination.
Challenges the constraints
Why these constraints? What if they were different?
The “Eureka Moment” is not a moment at all
It only looks that way – it actually took time and effort.
What is the problem we are trying to solve?
Frame it in terms of root causes and end goals.
Why are we solving this problem?
Match the user needs with the business needs.
How will we know when we have succeeded?
Define the baseline, metrics, and victory conditions.
Laura Klein: https://medium.com/useful-tips-for-startups/want-better-ux-change-the-conversation-8ae3097d9bf9
Creating a place for UX in the organization:
Identify internal advocates
Understand the business and the industry
Find and frame the problems
Propose viable and valuable new solutions
It takes more than design artifacts.
UX as Business Stakeholder
Factor UX Contributions
Competitors Research and Analysis
Customers / Users Research, Content, Design, and Testing
Technology Constraints, Opportunities, Testing, and Analytics
Org. Processes &
Collaboration, Facilitation, Persuasion, and Feedback
Research, Content, and Design
Finance Cost, Value, and ROI
There is a big picture.
“If we’re not aligned and engaged from strategy,
then we can’t translate the business needs into great UX.”
- Mustefa Jo’shen, Founder, TailoredUX.com
18 months later…
Management approval for roles and processes
Established communication and collaboration
Launched new products and services
Expanded customer reach in all channels
Time, effort, and perseverance paid off.
UX can be a strategic partner and help
1. Contribute to strategy from the beginning
2. Change structures and processes for the better
3. Facilitate innovation for products and services
4. Solve the users’ real problems
5. Achieve the business’ needs
6. Provide value for the business and user
7. Maximize the experience, minimize the pain
What can UX do?
1. Research methods
2. Synthesis and sensemaking
3. Framing and representation
4. Abductive reasoning
6. Visual communication and design methods
7. User advocacy
What does UX bring?
1. Achieve clarity and understanding
2. Move beyond design artifacts
3. Reject the “one size fits all” UX method
4. Optimize for what works best for the
organization, the products, and the users
5. Remember that innovation need not be
different, but it must be better
What is the UX process?