UX策略 (UX Strategy)

2022/02/28 (增加投影片)
2022/03/21 (新增連結)
2024/04/10 (新增連結)
2024/09/13 (新增內容)
2024/09/15 (投影片內容調整)

定義

綜合各專家的說法，UX策略是: 包括企業策略的UX設計或策略性的UX設計，另外一個說法就是包括UX設計的企業策略。兩種說法似乎只是在玩文字遊戲，但是，一個是從UX設計延伸到策略，所以，重點在於設計應考慮策略，另一個說法則是從傳統的策略延伸到包括UX的策略，重點在於企業策略中應該要把UX考慮進去，甚至要去思考如何將UX落實在企業之中。

UX策略層(Garrett, 2011/2018)

• 產品目標

  • 商業目標

    • 通常商業目標就是幫公司賺錢或省錢

      • 如何賺錢?

      • 如何省錢?

    • 品牌識別

      • 公司的品牌形象是? 如何透過網站傳達品牌形象?

    • 成效指標

      • 商業的目標都應該有具體的成效指標

• 使用者需求

  • 使用者區隔

    • 人口統計變項 (demographics)

    • 心理變項 (psychographics)

  • 使用者研究

    • 市場研究方法

    • 脈絡訪查

    • 使用者測試

      • 使用性(Usability)

  • Persona (人物誌)

Lean UX

• Business Problems

• Business Outcomes

• Users

• User Outcomes & Benefits

• 包括企業策略的UX設計

  • UX Strategy lies at the crossroads of UX design and business strategy. It’s a plan-of-action on how to find out if the user experience of a product is aligned with the business objectives (Levy, 2015) (詳參: The Importance of UX Strategy)

  • 在產品開發整個生命周期都要有UX，而不是到了後期才有

    • Strategic UXD is the user experience design process when executed in a deliberate and user-centric manner, from ideation to launch (詳參: UX Will Happen Anyway: Tactics vs. Strategy )

• 包括UX設計的企業策略

  • A UX strategy is the plan and approach for a digital product (詳參: What is User Experience Strategy , Tolmie, 2018)

    • A solid UX strategy ensures that the business vision, user needs, and technical capabilities are aligned and helps to prioritize a team’s attention and resources by keeping them focused on solving the right problems for target users.

    • What is user experience strategy? (Loo, 2017)

      • A long-term plan to align every customer touchpoint with your vision for user experience.

    • UX Strategy Demystified (Yampolsky, 2019): Or why UX Strategy remains one of the commonly misused industry terms

      • In the beginning there was a User…

        • UX Strategy seeks to effectively align the overall business and functional vision of a digital product with its intended users.

      • Vision + Goals = Strategy

      • Enter the UX

        • The User Experience (UX) team brings its foresight and expertise at this early stage in the product development process. One of its main functions is to complement the efforts of the product team with an effective UX Strategy.

      • A whole is the sum of its parts

        • Perhaps one of the primary requirements of a good US strategist is the ability to be effective brand communicators.

• UX Strategy: What is it and How to Create One

  • To get started with UX strategy, ask the following questions:

    • Why do we need a UX strategy in the first place?

    • Who are our users? What needs/wants do they have?

    • Who are our competitors? What are their strong/weak sides?

    • What are our business objectives? What actions will bring the highest business value?

    • Who needs to be involved in UX strategy design?

    • How will we know when we’re successful? How will we measure success?

• The 5 pillars of UX strategy  **

  • Understand your users

  • Understand your value

  • Know how you solve the problem

  • Have a clear vision

  • Continuous feedback and iteration

• UX Strategy: Don't build a usable wrong thing, with Dr. Eric Schaffer (4:08) (2013)

  • Executive Intent

    • Motivation + Big picture design

• UX Strategy Means Business by Jared Spool (1:04:54) (2015)

• Building a Winning UX Strategy Using the Kano Model - Jared Spool, at USI (47:49) (2015)

• Jaime Levy - What the hell is UX Strategy and why it's crucial! (1:02:34) (2015) (從2:00開始)

• Creating a Future-Proof User Experience Strategy (Highlights)  by David Vogel (10:31) (2017)

• 5 Levels of UX Strategy (55:57) (2016)

  • global, industry, company, division, and project levels.

• User Experience Strategy with Ronnie Battista (27:00) (2017)

• User Experience Strategy with Paul Bryan (37:38) (2017)

• User Experience Strategy with Jim Kalbach (35:18) (2017)

• User Experience Strategy with Jaime Levy (43:00) (2017)

• User Experience Strategy with Pam Pavliscak (32:41) (2017)

• The Value of Creating a Solid UX Strategy (3:54) (2018)

• From UX Strategy to Digital Transformation by Jaime Levy(31:44) (2019)

• What a UX Strategist Does

  •  One of these roles is a UX Strategist, which aligns user experience design with the business goals and strategy of the company.

• Become a business-aware designer in 2021 

  • Know the basics of business

  • Be mindful of the wider industry and competitors

  • Make use of business tools and frameworks

  • Communicate with metrics

  • Talk the talk

• Show your thinking 

  • What does “showing your thinking” look like?

    • Designing project methodologies

      • What/why/how

      • Benefits

      • Risk management

      • Considerations and pinch points

      • Types of documentation

      • Telling the story

    • Planning research

    • Presenting design solutions

• Moving from pixel pushing to more strategic design : A bottom-up strategy of introducing UX practices

  • Prepare for a long journey

  • Understand

  • Build trust and rapport

  • Ask questions

  • Communicate

  • Act and measure

• The Anatomy of Design Strategy 

  • Forming a Design Strategy

    • Where are we today?

    • Where do we want to be?

    • How will we get there?

如何產生UX策略?

產生UX策略的步驟(或流程)是:

• How to Create a UX Strategy (詳參: What is User Experience Strategy)

  • Stakeholder Interviews

  • User Research

  • Competitive Research and Analysis

• Creating A UX Strategy

  • Considering Customer Journeys

  • Designing Touchpoints

  • Building Ecosystems

• UX strategy Vs UX design: the ideal UX process

  • The 4 phases of UX strategy creation

    • Phase 1: Knowledge & Learning

    • Phase 2: Discover the sector and plan your strategy

    • Phase 3: Present the strategy and refine

    • Phase 4: Validate and review the UX strategy

• Why you should develop a UX roadmap : An underused tool for buy-in, alignment, and impact

  • Why developing a UX roadmap is crucial

  • How do you develop a UX roadmap?

• A guide to Business-driven UX : Connecting business strategy with user needs

  • Stage 1: Business strategy

  • Stage 2: Research

  • Stage 3: Define

  • Stage 4: Design

  • Stage 5: Evaluate

為什麼需要UX策略?

因為企業的資源、時間都有限，UX策略能讓產品或服務的開發和企業策略一致，透過策略的思維，去進行UX研究來確認假設並降低風險也將功能需求排序，並在這樣的前提下去進行UX設計。

• 3 Ways a UX Strategy Helps Beat the Competition (詳參: What is User Experience Strategy)

  • Assumptions are Validated

  • Risks are Minimized

  • Features are Prioritized

Stakeholder management

• Stakeholder management in a large-scale product build

  • Finding the main point of contact

  • Understanding overall emotions

  • Planning stakeholder interviews

  • Conducting stakeholder interviews

  • Presenting stakeholder findings

    • Concerns: what concerns had been expressed

    • Emotions: predominant emotions expressed

    • Solutions: how can we solve the concerns that have arisen

    • Opportunities: exciting new opportunities that have been identified

• Working with non-design stakeholders on a design project

  • UX strategy 

    • Layout a basic plan of how the finished product would be like

    • Meeting №1 with stakeholders

    • List out all of their requirements.

    • Compare this list to the original “design version1”.

    • Translate all product requirements into categories such as “product features”, “modules”, “communication” and “design”

    • Sketch out a basic user journey.

    • Incorporate all the translated reuirements at relevant paths of the user journey of Design V2.0

    • Create information architecture and user flow diagrams from customer-centric perspective

    • Meeting №2 with stakeholders

    • Create product wireframes

    • Create prototype

  • UX is ready. It’s time for UI

    • Create 2–4 design styles and collect plenty of visual references along with pros and cons of each one of them. 

    • Meeting №3 with stakeholders

    • After finalising one design style, make 2–3 layouts with final designs just like the real product will look

    • Present to all stakeholders

    • Create all detailed UI as finished designs

    • Send to development team

UX策略的四大信條 (The Four Tenets of UX Strategy)

• 商業策略 (Business strategy)

  • Business Model Canvas

• 價值創新 (Value innovation)

  • Blue Ocean Strategy

  • 創新的兩難

• 實證使用者研究 (Validation of user research)

  • 精實創業  / MVP

  • UX Research

• 殺手級UX (Killer UX)

  • UX Design

• The Four Tenets of UX Strategy (原文)

  • Business strategy

  • Value innovation

  • Validated user research

  • Killer UX

UX strategy process

• Levy (2015)認為

  • 驗證價值主張 (Validating the Value Proposition)

    • Business strategy + Validated user research

  • 進行競品研究 (Conducting Competitive Research)

    • Business strategy

  • 進行競品分析 (Conducting Competitive Analysis)

    • Business strategy

  • 利用故事板思考價值創新 (Storyboarding Value Innovation)

    • Value innovation + Killer UX

  • 為實驗開發原型 (Creating Prototypes for Experiments)

    • Business strategy + Value innovation + Validation of user research + Killer UX

  • 進行游擊式使用者研究 (Conducting Guerrilla User Research)

    • Validation of user research

  • 為提升轉換率而設計 (Designing for Conversion)

    • Business strategy + Value innovation + Validation of user research + Killer UX

• UX strategy Vs UX design: the ideal UX process

  • The 4 phases of UX strategy creation

    • Phase 1: Knowledge & Learning

    • Phase 2: Discover the sector and plan your strategy

    • Phase 3: Present the strategy and refine

    • Phase 4: Validate and review the UX strategy

• 5 Levels of UX Strategy / Levels of UX strategies (詳參: Ux Strategy / David Juhlin)

  • Global

  • Industry

  • Company

  • UX division

  • Project

參考資料

• UX Strategy: How to Devise Innovative  Digital Products that People Want

  • 在產品設計之前，你可以這麼想——UX 策略

  • 讀書心得 — 《UX策略：設計讓人夢寐以求的創新數位產品》

  • [心得＆整理]UX策略：設計讓人夢寐以求的創新數位產品

• What is User Experience Strategy

  • What is UX Strategy?

    • A UX strategy is the plan and approach for a digital product.

    • A solid UX strategy ensures that the business vision, user needs, and technical capabilities are aligned and helps to prioritize a team’s attention and resources by keeping them focused on solving the right problems for target users.

  • How to Create a UX Strategy

    • Stakeholder Interviews

    • User Research

    • Competitive Research and Analysis

  • Why a UX Strategy is Essential to Good Business

  • 3 Ways a UX Strategy Helps Beat the Competition

    • Assumptions are Validated

    • Risks are Minimized

    • Features are Prioritized

  • Regain Definition and Sanity With a UX Strategy

• The Importance of UX Strategy

  • What is UX Strategy

    • UX Strategy lies at the crossroads of UX design and business strategy. It’s a plan-of-action on how to find out if the user experience of a product is aligned with the business objectives (Levy, 2015)

  • Type and Size of Organisation

  • Creating the UX Strategy

  • The Four Tenets of UX Strategy (Levy, 2015)

  • A Case Study: AirBnb

• UX Will Happen Anyway: Tactics vs. Strategy

  • Tactical UXD

    • Tactical UXD is the day-to-day UI design that is necessary before and during product development.

  • Strategic UXD

    • Strategic UXD is the user experience design process when executed in a deliberate and user-centric manner, from ideation to launch

• This UX Strategy Guide helps designers make better decisions

  • Understanding the problem and expectations

  • Who is the user? What are the expected benefits?

  • Name the ideas

  • Finding out what’s important first

  • The main step

• The 11 Minute Guide to Bulletproof UX Strategy

  • The Well of Knowledge

  • Primary stakeholders

  • Secondary stakeholders

  • Current users

  • Beta testers

  • Subject matter experts

  • Users of competing products

  • Data

  • Putting It To Work: The UX Strategy Document

• How Do You Create a Strategy for Your Chatbot?

  • Audience

  • Goal

  • Performance

  • Key Intents

  • Storytelling

  • Platform Strengths

  • Feedback

• KPI is an imperative tool for UX designers

  • Why is KPI an imperative tool for UX designers?

    • A KPI is a tool to communicate

    • A KPI is a tool to spot problems

    • A KPI is a tool to turn abstract into concrete

    • A KPI is a tool to connect the business goals and the user experience

    • A KPI is a tool to make an impact

  • How using KPIs can help to achieve goals in the real-life

    • Defining goal

    • Defining indicators

    • Defining targets

    • Defining data collection frequency

    • Defining expiration/revision date

    • Defining way to communicate the KPIs

• Why every design should start with the problem

  • Defining the problem

    • What is the problem?

    • Who is affected?

    • When does it happen?

    • Where does it happen?

    • Why does solving it matter?

    • The Problem Statement

      • We know/believe that <problem>. This is a problem because <why important?>. Our solution should enable <users> to <goal / job-to-be-done> in/with <target performance>.

• The best designers are business strategists

Lean Startup

• 精實創業讀後感(The Lean Startup)

• 為什麼精實創業這麼難？ / Why Is Lean Startup So Hard?

• 《精實創業之道》：精實創業的原則、技術和過程

• 我曾經以為自己懂，卻只做了半套：實作 Lean Startup 的三個關鍵 / 精實創業改變全世界 / How to Stop Playing “Target Market Roulette”: A new addition to the Lean toolset

  • Lean Methodology consists of three tools designed for entrepreneurs building new ventures:

    • The Business Model Canvas – to write down all the hypotheses about a new business;

      • Value Proposition Canvas

    • Customer Development – a process for testing those hypotheses outside the building;

      • the Market Opportunity Navigator

        • Identify a portfolio of market opportunities stemming from your technology or unique abilities

        • Reveal the most attractive domain(s) by evaluating the potential and challenges of each option

        • Prioritize market opportunities smartly to set the boundaries for your lean experimentations

        • Flyability: safe drones for inaccessible places

          • Step 1 – Generating a Market Opportunity Set

          • Step 2 – Setting the Attractiveness Map

          • Step 3 – Designing the Agile Focus Strategy

    • Agile Engineering – to rapidly build minimal viable products to test product/market fit.

Prioritization

• Ways To Prioritize — From Worst to Best 

  • Instinct Prioritization; Framework Prioritization; and Strategic Prioritization

• Prioritizing your monster product: a framework for prioritization

  • To execute on your vision and develop strategy, here are a few pre-prioritization steps to ensure that your team is well equipped to make prioritization decisions:

    • Clear business goals

    • Objectives and Key Results (AKA OKRs)

    • Jobs to be done

  • Prioritization framework

    • Reach

    • Customer impact

    • Business impact

    • Opportunity cost

    • Confidence

    • Effort

  • Formula

    • (Reach * Customer impact * Business impact * Opportunity cost * Confidence) / Effort