UX strategy and design are terms that are loosely defined, and their meaning is a hot topic of debate among industry experts. What everyone seems to agree on is that UX strategy involves researching and understanding how consumers behave, in order to put together a thorough plan that outlines what your user experience should be.
Your UX strategy should take into account your goals for your business, as well as the wants and needs of consumers. Once you have completed enough research to have a deep understanding of how your customers behave, you will be able to build an intuitive customer experience that accomplishes your company’s objectives. At least, that’s the idea.
What is a UX Strategy
A UX strategy is an outline of what your company’s user experience
should be, based on what your goals are and what is needed to accomplish them. It is more about how and why your customers behave in certain ways, rather than specific features that need to be added, to create an overview of ideas to be implemented across platforms. UX strategies optimize the ways that customers interact with your company, strengthen your brand’s image, and increase conversions.
Why create a UX strategy?
Your UX strategy is (in my completely unbiased opinion as a UX designer) the most important step in creating an innovative and memorable user experience. When the time is taken to construct a well-researched UX strategy, it creates clarity and consistency when building a user experience for your brand
. UX strategies are a way to give your brand cohesiveness, while also prioritizing customer wants and needs. UX strategies are also helpful to have as your business grows, giving all team members a reference for how to carve out a space on new platforms, create new marketing campaigns, and develop new products.
What goes into a UX strategy?
UX strategy is deeply rooted in research and planning. Since technology and the needs of your customers are going to evolve and change, UX strategy focuses on creating a flexible outline of where your company is now, your goals for the future, and ideas you can implement in order to get there.
Where are we now?
To map how to get somewhere, you have to know where you are. UX strategies start by acknowledging where you are as a brand, including your strengths and weaknesses. Some ways to better understand where you stand, you can utilize:
- Product metrics - Quantitative data will always be a great asset, since it allows you to measure improvement over time. Your product metrics not only paint a picture of the current state of your business, but also allow you to track your progression after executing changes.
- User research - User research is useful to find out how your brand is perceived, and where improvements are needed. It also is used to discover what is working well and could be highlighted as an asset to the brand. User research can include interviews and interactions with customers, or metrics about how and why users behave the way that they do.
- Competitive research - It’s important to know what the competition is doing and how they are performing, so that you have a deeper understanding of where you stand in the industry. You can also identify weaknesses that the competition isn’t addressing, and what they are doing well, making it easier to construct a more effective UX strategy. If you can set your company apart by fulfilling a need that has gone unaddressed, you will increase your user base while bolstering your brand’s reputation and increasing visibility.
Where are we going?
Dig deep when coming up with your goals for the future. While your UX strategy can (and should) be updated regularly, it is important to keep your long term aspirations in mind so that the correct framework is built to accomplish those objectives. Short term goals can be included, and substructures created, if needed. You shouldn’t focus too much on a single platform, but instead decide what you want to achieve as a brand
. Image is also an important aspect of determining where you want your brand to go, since it will be difficult to change once established.
How do we get there?
Many companies find themselves adding concrete steps to their UX strategies, but we find that it’s best to take a more theoretical approach. Ideas about what you should do (like improve the functionality of your mobile platform), are more important than how you should do it (such as adding specific features or buttons). Your UX strategy should be written in a way that allows you to refer back to it in the future, so that you can continue to implement new technology and tools as they become available.
Where To Start With User Research
User research is at the heart of every good UX strategy. The more you know about your users and your current user experience, the better you will be able to serve their needs, understand their behavior, and accomplish your business goals. It can be difficult to decide where to start with your user research, so it may be helpful to create categories of users, which can also help you decide how to best implement different design elements.
It’s easy to find the primary stakeholders in the company you’re creating a UX strategy for - they’re usually the ones paying you. Primary stakeholders are people who are financially vested in the success of the business, such as the CEO or CTO, and are a wealth of information for how the business could improve.
Primary stakeholders probably have several specific concerns about the user experience they want to address, but you should also ask them about what they think is working well for both their business and their customers. This allows you to quickly identify existing ideas that need to be incorporated into the final UX strategy.
Since primary stakeholders have a vested interest in the financial success of the company, when you are creating your UX strategy it is good to mention how the ideas outlined will increase the brand’s financial success.
Secondary stakeholders also have an intimate understanding of the brand, but are not directly linked to the company’s financials. People like development leads, marketing managers, and visual designers
are excellent resources for discovering detailed information that relate to their specific role.
It may be helpful to get opinions and suggestions from secondary stakeholders both individually and as a group, so that you can get detailed feedback centered around each person’s specialty, before bringing everyone together to talk about how changes in each area would interact with and affect the others. For example, if the visual designers thought the aesthetics of the website should be updated, the marketing managers may feel that certain aspects could have a negative impact on ads that are performing well.
If you are working on a UX strategy for a service or product that already exists, you should (hopefully) be able to find users who are already passionate about it. Try to find a handful of people who are active users to conduct short interviews with. Usually, current users are happy to answer a few questions, but tend to talk about how they feel, rather than specific behavior. You should make a list of specific questions ahead of time, so that you can direct the conversation to get the information you need.
It’s helpful to understand current users' behavior and background so that you can better address their wants and needs. Finding out their preferences and reasoning strengthens your UX strategy
and leads to a more impactful design. You should ask if you can follow up with all of the users you interview, so that you are able to get their feedback on future changes and improvements and see if you addressed the needs and concerns they presented in the interview.
UX strategies for new companies and products may rely on the feedback of beta testers. Beta testers are people who are using the prototype of the product, website or app, before the final version is released. Beta testers may have more complaints than typical users, because prototypes of products, platforms and websites tend to be unfinished, leading to increased issues. Beta testers often still have valuable feedback, even if many of the problems they report stem from using a prototype. Make note of their overall impressions and feelings about the brand, so that you can make improvements to your brand’s personality, messaging and aesthetics.
Subject matter experts
If you are working on a UX strategy for a company in a technical niche, such as law, financial services, or a new technology, you will want to glean knowledge from subject matter experts. It is incredibly important to consult with experts in technical fields, rather than make assumptions or rely solely on stakeholders and users. Subject matter experts will ensure that you don’t lose credibility, and can give you a better idea of what your audience is looking for, as well as what may elicit positive or negative reactions.
It is not necessary to rely on experts for every aspect of your UX strategy or design, but they are a wonderful resource during the research process, and can be consulted when changes are made, to check for errors and accuracy.
Users of competing products
The best way to find out about the users of competing products is to see what they are posting online. This information may come from reviews, posts on social media or forums, or even comments that were made on public posts or advertisements. Information about competitors strengths and weaknesses, as well as the customer’s needs are invaluable when putting together a UX strategy.
Industry data gives you an unbiased, factual view of how consumers behave in your industry. If your company has an existing website, that’s a great place to gather information on how customers interact with your brand. You can usually gain a better understanding of how people are reacting to different features and where there are problems that could be solved, which gives you insight into how to create a better experience for users and increase conversions and performance.
Creating the UX Strategy
Once you have completed your research, the next step is to figure out the best way to apply all the data you collected, and condense it down into a single page, that will be the beacon of inspiration that guides your entire project. Easy enough, right? Well, maybe not. Let’s look at the best ways to process the information you gathered to strengthen your UX strategy
Considering Customer Journeys
A customer’s interaction with a brand can’t be narrowed down to a single webpage or application. You need to consider all of the ways your customers will interact with your brand, taking a holistic approach to maintain consistency and fluidity between platforms. Your UX strategy should follow your user’s journey from their first interaction with your brand, so that you are able to find any snags that may be causing delays or conversion issues. A common mistake businesses make is trying to design a UX strategy for a single platform. Since a user experience is rarely confined to just one website or application, this leads to many areas that remain completely unaddressed.
A touchpoint is where a user comes into contact with your brand or product. When you are drafting a UX strategy, you should make a list of touchpoints for your company. Online touchpoints may include:
- Mobile applications
- Social media platforms
- Online advertisements
There are also non-digital touchpoints, which are arguably more important, since they are difficult to update and manipulate. These include things like:
- Brick and mortar locations
- Phone interactions
- Physical products
- Offline advertisements
You can use your list to understand how a user moves from one touchpoint to another, and which touchpoints interact with each other. This will help you improve your user experience, and create a brand ecosystem.
Building a brand ecosystem is a way to bring all of your touchpoints together as a cohesive unit. This allows you to take control of the entire user experience, rather than a single aspect of it. Building an ecosystem strengthens your brand’s image and reputation, and blurs the lines between platforms and touchpoints, which leads to increased brand loyalty and higher conversions.
When you use your UX strategy as a guideline for your brand’s entire ecosystem, you may notice that you increase your following, since doing so improves brand awareness and visibility. You will also be able to customize your user experience so that the user journey becomes more reflective of your company’s overall message, tone, and aesthetics.
How UX Strategies Help Your Brand Adapt
UX strategies are extremely helpful as technology continues to advance rapidly, requiring brands to be consistent across multiple platforms, while being capable of adapting to change. By evaluating the user experience in all capacities, and not just fulfilling customer needs, but also crafting a unique message, image, and personality for your brand, UX strategies help your business remain flexible while keeping a uniform image.