UX Strategy is an organization’s deepest understanding of users, their needs, and their actions. UX Strategy will :
a) draw the dotted line between the quality of a user experience with the gain or loss to the Company as a result of it.
b) be the bringing together of the product team, the customer support team, and the marketing team because delivering on a UX Strategy is not otherwise possible.
c) be where the rubber meets the road. You have defined brand values and talked of them from podiums – but UX Strategy will guide how they are delivered at various user touchpoints.
d) state the outcomes for the user and for the business. It will strive for a win-win for both. Map the user’s journey with the brand as a guideline for UX Design.
Considering a change in your UX Strategy?
Your Company must have a clear idea of why it wishes to embark on such a move.
Here are some valid steps:
1. Document the current limitations. What are users presently deprived of? Who is now asking for a UX improvement?
2. There was a definite trigger to commence the exercise towards a better user interaction. With that as the reference, the UX team defines suitable metrics and explains to other teams how these will help the Company reach its business goals.
3. Planning in order to arrive at the target UX. Figure out how to work closely with other teams to bring everyone on the same page regarding timelines, budgets, and priorities.
4. Analyse the users into groups. E.g., newbie users must find it easy enough to navigate. Expert users must have shortcuts to save time. Usability tests must bear in mind both levels of users to address their different needs.
5. Make absolutely sure that it’s clear which is a primary action, and how to keep it distinct from a secondary action. This will minimise error and confusion for the user during his or her interaction. This is where you ensure that the placement of the element, its size, and color all help to tell different actions apart.
6. With the above properly in place so far, there are some routine points on the list. Form fields are an example…always let a user know if the input is successful and confirm receipt of the user’s submission. Not a mere formality, it’s a valuable reassurance.
7. Do periodic reviews. Users are changing. Your loveliest UX design will still need updation.
8. Content gets added, modified and rearranged. At all times, use a different font style ( plus color and placement) for it, so that the control (interactive) elements are easily set apart from it.
When is your Company’s UX good enough? First, wow your customer. Second, it has to be relatively superior to your brand’s competition. Third, digital innovation is rapid, so your UX Strategy has to incorporate the outlook of staying at the forefront of change.