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UX Strategy Blueprint
Jim Kalbach
March 2015
@JimKalbach
• Strategy
• UX Strategy
• Strategic Learning
What is strategy?
“Air Sandwich“
A strategy is a set of hypotheses
about cause and effect….and
can be expressed by a sequence
of if-then sta...
“Air Sandwich“
A good strategy honestly
acknowledges the challenges
being faced and provides an
approach to overcoming the...
“Air Sandwich“
At general management’s core is
strategy: defining a company’s position,
making trade-offs, and forging fit...
Austin Govella, www.agux.co
Building strategy is a
creative exercise to design
a way of overcoming key
challenges to reach a
desired outcome with an
i...
Analysis
Planning
Analysis
STRATEGY
Planning
Elements of Strategy
5 Ps of Strategy
1. Pattern – Trends from the past
2. Position – Desired outcome
3. Perspective – Philosophy of working
4....
5 Strategy Questions
1. What's your winning aspiration?
2. Where will you play?
3. How will you win?
4. What capabilities ...
LAFLEY & MARTIN MINTZBERG KEY QUESTIONS
Pattern What challenges motivate action?
Aspiration Position What are your aspirat...
What is UX strategy?
“Air Sandwich“
But these choices beget more
choices in the rest of the
organization… Each level in
the organization has it...
UX Strategy
UX strategy helps the business solve
its problems through an interlocking
set of choices that coordinates UX
a...
www.experiencinginformation.com
ELEMENT BUSINESS STRATEGY
Challenges
Losing customers and revenue due to
disruption and slipping market relevance
Aspirati...
Ethnography
Workflow
models,
touchpoint
maps
Guidelines and
governance
Enable users to
be discoverers
of scientific
breakt...
Strategy is…
… a hypothesis about a desired position
… about overcoming challenges
… a choice and about trade-offs
… hiera...
Why do we need UX strategy?
1. Shift in business
2. Ecosystem design
3. “Air sandwich“
Why UX Strategy
“Air Sandwich“
An Air Sandwich is a strategy
that has a clear vision and future
direction on the top layer, day-
to-day ac...
1. Shift in business
2. Ecosystem design
3. “Air sandwich“
4. Large org with dependencies
5. Migrations and acquisitions
W...
Strategic Learning
“Defining strategy as intended and conceiving it as
deliberate, as has traditionally been done, effectively
precludes the ...
Deliberate vs Emergent Strategy
Intended
Strategy
Realized
Strategy
Deliberate Strategy
Unrealized
Strategy
Emergent
Strategy
Learned Strategy
Minzberg & ...
“Air Sandwich“
MYTH 1: Execution Equals Alignment
MYTH 2: Execution Means Sticking to the Plan
MYTH 3: Communication Equal...
“Doing” clearly includes some “choosing.”
Calling some choices “strategy” and some “execution” is a fruitless distinction.
Danke schön
@JimKalbach
March 29: “Mapping Experiences with Alignment Diagrams“ Workshop at GA
April 20:
“Jazz as a Model for Agile Teamwork“
Agile UX Meetup in NYC
Workshops & Consulting
• UX Strategy
• Experience Mapping
• Ethnography
• IA, Design and more...
IKEA Activity Map + UX Overlay
BRANDON SCHAUER
UX Strategy Blueprint
UX Strategy Blueprint
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UX Strategy Blueprint

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Strategy is not a static thing; Strategy is a process.

Publicada em: Design

UX Strategy Blueprint

  1. 1. UX Strategy Blueprint Jim Kalbach March 2015
  2. 2. @JimKalbach
  3. 3. • Strategy • UX Strategy • Strategic Learning
  4. 4. What is strategy?
  5. 5. “Air Sandwich“ A strategy is a set of hypotheses about cause and effect….and can be expressed by a sequence of if-then statements. ROBERT KAPLAN & DAVID NORTON “Linking the Balanced Scorecard to Strategy” 1996
  6. 6. “Air Sandwich“ A good strategy honestly acknowledges the challenges being faced and provides an approach to overcoming them.
  7. 7. “Air Sandwich“ At general management’s core is strategy: defining a company’s position, making trade-offs, and forging fit among activities …Strategy renders choices about what not to do as important as the choice about what to do. MICHAEL PORTER “What is strategy?” Harvard Business Review, 1996
  8. 8. Austin Govella, www.agux.co
  9. 9. Building strategy is a creative exercise to design a way of overcoming key challenges to reach a desired outcome with an interlocking set of choices for consistency in action.
  10. 10. Analysis Planning
  11. 11. Analysis STRATEGY Planning
  12. 12. Elements of Strategy
  13. 13. 5 Ps of Strategy 1. Pattern – Trends from the past 2. Position – Desired outcome 3. Perspective – Philosophy of working 4. Ploy – Out-maneuver opposing forces 5. Plan – Course of action
  14. 14. 5 Strategy Questions 1. What's your winning aspiration? 2. Where will you play? 3. How will you win? 4. What capabilities are needed? 5. How will you manage strategy?
  15. 15. LAFLEY & MARTIN MINTZBERG KEY QUESTIONS Pattern What challenges motivate action? Aspiration Position What are your aspirations? Playing field Perspective What will you focus on? How to win Ploy What are your guiding principles? Capabilities Plan What types of activities are needed? Management How will you measure success? Strategic Questions
  16. 16. What is UX strategy?
  17. 17. “Air Sandwich“ But these choices beget more choices in the rest of the organization… Each level in the organization has its own strategic choice cascade.
  18. 18. UX Strategy UX strategy helps the business solve its problems through an interlocking set of choices that coordinates UX activity for a desired experience.
  19. 19. www.experiencinginformation.com
  20. 20. ELEMENT BUSINESS STRATEGY Challenges Losing customers and revenue due to disruption and slipping market relevance Aspiration Reinvent the business to maintain leadership Focus Areas • Global • Research institutions • Online channels • Social media Guiding Principles Leverage scale and authority to win Activities • Acquire • Innovate business model • Refresh brand • Build expertise in social Measurements  Retention  Revenue Einstein Media Co. Worldwide leader in scientific publishing EXAMPLE
  21. 21. Ethnography Workflow models, touchpoint maps Guidelines and governance Enable users to be discoverers of scientific breakthroughs Modular, ubiquitous, but familiar formats Organize and design across workflows  Satisfaction (SUS) % of UIs that comply to guidelines End consumers Communities, social Information interaction: finding & publishing
  22. 22. Strategy is… … a hypothesis about a desired position … about overcoming challenges … a choice and about trade-offs … hierarchical … not only analysis or planning
  23. 23. Why do we need UX strategy?
  24. 24. 1. Shift in business 2. Ecosystem design 3. “Air sandwich“ Why UX Strategy
  25. 25. “Air Sandwich“ An Air Sandwich is a strategy that has a clear vision and future direction on the top layer, day- to-day action on the bottom, and virtually nothing in the middle– no meaty key decisions that connect the two layers. NILOFER MERCHANT
  26. 26. 1. Shift in business 2. Ecosystem design 3. “Air sandwich“ 4. Large org with dependencies 5. Migrations and acquisitions Why UX Strategy
  27. 27. Strategic Learning
  28. 28. “Defining strategy as intended and conceiving it as deliberate, as has traditionally been done, effectively precludes the notion of strategic learning. Once the intentions have been set, attention is riveted on realizing them, not on adapting them. Messages from the environment tend to get blocked out. Adding the concept of emergent strategy…opens the process of strategy making up to the notion of learning.” Minzberg & Waters. “Of Strategies Deliberate and Emergent” (1985)
  29. 29. Deliberate vs Emergent Strategy
  30. 30. Intended Strategy Realized Strategy Deliberate Strategy Unrealized Strategy Emergent Strategy Learned Strategy Minzberg & Waters. “Of Strategies Deliberate and Emergent” (1985)
  31. 31. “Air Sandwich“ MYTH 1: Execution Equals Alignment MYTH 2: Execution Means Sticking to the Plan MYTH 3: Communication Equals Understanding MYTH 4: A Performance Culture Drives Execution MYTH 5: Execution Should Be Driven from the Top “Why Strategy Execution Unravels—and What to Do About It” Donald Sull, Rebecca Homkes, Charles Sull. HBR, Mar 2015
  32. 32. “Doing” clearly includes some “choosing.” Calling some choices “strategy” and some “execution” is a fruitless distinction.
  33. 33. Danke schön @JimKalbach
  34. 34. March 29: “Mapping Experiences with Alignment Diagrams“ Workshop at GA
  35. 35. April 20: “Jazz as a Model for Agile Teamwork“ Agile UX Meetup in NYC
  36. 36. Workshops & Consulting • UX Strategy • Experience Mapping • Ethnography • IA, Design and more...
  37. 37. IKEA Activity Map + UX Overlay BRANDON SCHAUER

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