Crafting Successful UX Strategies

In the work that we do as UX designers, one of the ultimate goals we have is to create products and services that people enjoy using while also providing value back to the business. To achieve those goals there can a number of challenges that prevent our success, end up minimizing customer delight, or put in jeopardy the return on investment to the business.

In this session we'll cover:
- a typical UX strategy
- roadblocks that limit success
- how to evaluate and then implement a successful strategy

Transcript

1. @BERMONPAINTER – #ATO19 CRAFTING A SUCCESSFUL UX STRATEGY 1
   ALL THINGS OPEN – 2019
   CRAFTING A
   SUCCESSFUL
   UX STRATEGY
   

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2. CRAFTING A SUCCESSFUL UX STRATEGY 2
   @BERMONPAINTER – #ATO19
   

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3. CRAFTING A SUCCESSFUL UX STRATEGY 3
   @BERMONPAINTER – #ATO19
   

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4. CRAFTING A SUCCESSFUL UX STRATEGY 4
   @BERMONPAINTER – #ATO19
   What Is a Strategy?
   Our focus has always been to help people find and discover
   things they want to buy…We’re not limited to selling our 

   own stuff.
   – Jeff Bezos (1998)
   “
   “
   

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5. CRAFTING A SUCCESSFUL UX STRATEGY 5
   @BERMONPAINTER – #ATO19
   1997
   Goes public on May 15th at $18/
   share. Company is evaluated at
   $300M.
   $2.4B is spent online
   1998
   Moving beyond just selling books
   and expands into music.
   1999
   Patents 1-click checkout to
   streamline online purchases
   

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6. CRAFTING A SUCCESSFUL UX STRATEGY 6
   @BERMONPAINTER – #ATO19
   2000
   Dot-com bust and Amazon
   launches 3rd party seller
   marketplace. Addition of 3rd
   parties create a large increase in
   volume of sales on amazon.com
   2002
   Starts to sell clothing and
   introduces the precursor of
   Amazon Prime called “Super
   Saver Shopping” that allowed for
   free shipping on orders over $99.
   2003
   Launches their web hosting
   business, Amazing Web Services.
   

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7. CRAFTING A SUCCESSFUL UX STRATEGY 7
   @BERMONPAINTER – #ATO19
   2004
   Amazon acquires Joyo for
   $75 million and enters China.
   2005
   Amazon Prime debuts as a
   loyalty program for $79/year with
   free two-day shipping on 

   any order.
   2006
   Amazon launches fulfillment for
   third-party sellers. It now exists in
   over 100 countries.
   

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8. CRAFTING A SUCCESSFUL UX STRATEGY 8
   @BERMONPAINTER – #ATO19
   2007
   Amazon launches the Kindle.
   2008
   Amazon acquires Audible for
   $300 million and incorporates
   their service into their Kindle.
   2009
   Amazon acquires Zappos and
   separately founds BigCommerce
   to make it easier for business to
   sell products online.
   

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9. CRAFTING A SUCCESSFUL UX STRATEGY 9
   @BERMONPAINTER – #ATO19
   2012
   Amazon acquires Kiva Systems,
   a robotics company to automate
   fulfillment at their warehouses
   and deliver products faster with
   less staff.
   2013
   Jeff Bezos buys the 

   Washington Post. Amazon starts
   delivering packages on Sundays
   through an undisclosed deal with
   the USPS.
   2014
   Amazon acquires Twitch, a social
   media game streaming site.
   

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10. CRAFTING A SUCCESSFUL UX STRATEGY 10
    @BERMONPAINTER – #ATO19
    2015
    Amazon launches the Echo
    as a platform for the Alexa
    virtual assistant.
    2017
    Amazon acquires Whole Foods
    and begins to integrate their
    distribution networks.
    2018
    Amazon reaches a $1 trillion
    market cap. Their share price is
    now worth +$2000. The
    subsequently raise minimum
    wage to $15/hr.
    

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11. CRAFTING A SUCCESSFUL UX STRATEGY 11
    @BERMONPAINTER – #ATO19
    2019
    Now 25 years in business with 650,000
    employees and 288.4 million square feet
    of real state. Amazon accounts for almost
    50% of online retail in the US.
    

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12. CRAFTING A SUCCESSFUL UX STRATEGY 12
    @BERMONPAINTER – #ATO19
    

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13. CRAFTING A SUCCESSFUL UX STRATEGY 13
    @BERMONPAINTER – #ATO19
    

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14. @BERMONPAINTER – #ATO19 CRAFTING A SUCCESSFUL UX STRATEGY
    FOUNDATIONS OF A
    UX STRATEGY
    14
    

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15. CRAFTING A SUCCESSFUL UX STRATEGY 15
    @BERMONPAINTER – #ATO19
    What Is a Strategy?
    Requires deeper understanding of what happened in the past
    and what’s happening in the present to make better informed
    decisions about how to handle the future.
    

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16. CRAFTING A SUCCESSFUL UX STRATEGY 16
    @BERMONPAINTER – #ATO19
    What Is a UX Strategy?
    Focuses on defining an actionable vision to building products/
    services based on empirical and quantifiable user research to
    help inform design decisions, derive value, and achieve 

    business objectives.
    

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17. CRAFTING A SUCCESSFUL UX STRATEGY 17
    @BERMONPAINTER – #ATO19
    Where Does a UX Strategy Fit in?
    CORPORATE STRATEGY
    

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18. CRAFTING A SUCCESSFUL UX STRATEGY 18
    @BERMONPAINTER – #ATO19
    Where Does a UX Strategy Fit in?
    CORPORATE STRATEGY
    BRAND STRATEGY
    

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19. CRAFTING A SUCCESSFUL UX STRATEGY 19
    @BERMONPAINTER – #ATO19
    Where Does a UX Strategy Fit in?
    CORPORATE STRATEGY
    BRAND STRATEGY
    PRODUCT STRATEGY
    

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20. CRAFTING A SUCCESSFUL UX STRATEGY 20
    @BERMONPAINTER – #ATO19
    Where Does a UX Strategy Fit in?
    CORPORATE STRATEGY
    BRAND STRATEGY
    PRODUCT STRATEGY
    UX STRATEGY
    

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21. CRAFTING A SUCCESSFUL UX STRATEGY 21
    @BERMONPAINTER – #ATO19
    The Forumla
    Business Outcomes +
    Validated User Research +
    Experimentation +
    Value-Based Decisions +
    UX Strategy
    

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22. @BERMONPAINTER – #ATO19 CRAFTING A SUCCESSFUL UX STRATEGY
    DEFINING A
    UX STRATEGY
    22
    

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23. THE FALLACY OF DIGITAL TRANSFORMATION 23
    @BERMONPAINTER – #DSCLT
    Key Components for a
    Successful UX Strategy
    Define the overall vision, approach, 

    and value proposition
    Align with the existing business strategy
    Understand the competitive landscape
    Define and document 

    behavioral segmentation
    Define and document how customers/
    users interact with your company
    Prioritize your strategic focus areas &
    UX initiatives
    Socialize your UX strategy with key
    stakeholders and other individuals that
    can influence decisions
    1
    2
    3
    5
    6
    7
    4
    

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24. CRAFTING A SUCCESSFUL UX STRATEGY 24
    @BERMONPAINTER – #ATO19
    @BERMONPAINTER #FEDC19
    1
    2
    3
    4
    5
    6
    7
    8
    9
    https://designabetterbusiness.com/2017/08/24/team-charter-canvas/
    

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25. CRAFTING A SUCCESSFUL UX STRATEGY 25
    @BERMONPAINTER – #ATO19
    • https://simonsinek.com/commit/the-golden-circle
    

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26. CRAFTING A SUCCESSFUL UX STRATEGY 26
    @BERMONPAINTER – #ATO19
    

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27. CRAFTING A SUCCESSFUL UX STRATEGY 27
    @BERMONPAINTER – #ATO19
    

    View Slide

28. THE FALLACY OF DIGITAL TRANSFORMATION 28
    @BERMONPAINTER – #DSCLT
    Key Components for a
    Successful UX Strategy
    Define the overall vision, approach, 

    and value proposition
    Align with the existing business strategy
    Understand the competitive landscape
    Define and document 

    behavioral segmentation
    Define and document how customers/
    users interact with your company
    Prioritize your strategic focus areas &
    UX initiatives
    Socialize your UX strategy with key
    stakeholders and other individuals that
    can influence decisions
    1
    2
    3
    5
    6
    7
    4
    

    View Slide

29. CRAFTING A SUCCESSFUL UX STRATEGY 29
    @BERMONPAINTER – #ATO19
    • https://www.strategyzer.com/canvas/business-model-canvas
    

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30. CRAFTING A SUCCESSFUL UX STRATEGY 30
    @BERMONPAINTER – #ATO19
    Defining the Type of UX Strategy
    Optimization Migration
    Adaptation Introduction
    USER EXPERIENCE
    EXISTING NEW
    TARGET USERS EXISTING
    NEW
    

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31. EXISTING
    NEW
    CRAFTING A SUCCESSFUL UX STRATEGY 31
    @BERMONPAINTER – #ATO19
    Defining Growth
    Penetration Innovation
    Expansion Diversification
    OFFERING
    EXISTING NEW
    MARKET
    

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32. CRAFTING A SUCCESSFUL UX STRATEGY 32
    @BERMONPAINTER – #ATO19
    UX Strategy Blueprint
    Challenges
    Guiding Principles
    Focus Areas
    Aspirations
    Measurements
    Activities
    What problems are your trying to solve?
    What obstacles must you overcome?
    EXAMPLES
    Lack of coherency
    Migration of customers
    Deteriorating image
    Internal constraints
    ...
    What are the ideal desired outcomes?
    What do you want to achieve?
    EXAMPLES
    Unification of experiences
    Accelerated adoption
    Market recognition
    Transformational impact on users
    ...
    What is the scope of the strategy?
    What will you focus on for the most impact?
    TYPES
    Users and persona
    Regions, languages, cultures
    Services and products
    User cases and scenarios
    Areas of UX (e.g., IA, content)
    Guiding Principles
    Focus Areas
    Aspirations
    Measurements
    Activities
    How will you overcome the challenges?
    What specific mantras will guide teams?
    EXAMPLES
    Particular sequence of activities
    Approach to persuasion
    Coordination of touchpoints
    Differentiation ploy
    ...
    What types of activites solve the problems?
    What capabilities achieve your aspirations?
    TYPES
    Research methods
    Information architecture
    Design activities
    Prototyping and testing
    Best practice and patterns
    Skill development
    ...
    What types of measurements will you employ?
    What metrics will be used to gauge success?
    EXAMPLES
    Increase in user satisfaction (e.g, SUS)
    Better task completion
    Higher frequency of use
    Increased self support
    ...
    (c) J. Kalbach, 2014
    UX Strategy Blueprint
    https://experiencinginformation.com/2014/08/12/ux-strategy-blueprint/
    

    View Slide

33. CRAFTING A SUCCESSFUL UX STRATEGY 33
    @BERMONPAINTER – #ATO19
    UX Strategy Blueprint
    Challenges
    Guiding Principles
    Focus Areas
    Aspirations
    Measurements
    Activities
    What problems are your trying to solve?
    What obstacles must you overcome?
    EXAMPLES
    Lack of coherency
    Migration of customers
    Deteriorating image
    Internal constraints
    ...
    What are the ideal desired outcomes?
    What do you want to achieve?
    EXAMPLES
    Unification of experiences
    Accelerated adoption
    Market recognition
    Transformational impact on users
    ...
    What is the scope of the strategy?
    What will you focus on for the most impact?
    TYPES
    Users and persona
    Regions, languages, cultures
    Services and products
    User cases and scenarios
    Areas of UX (e.g., IA, content)
    Guiding Principles
    Focus Areas
    Aspirations
    Measurements
    Activities
    How will you overcome the challenges?
    What specific mantras will guide teams?
    EXAMPLES
    Particular sequence of activities
    Approach to persuasion
    Coordination of touchpoints
    Differentiation ploy
    ...
    What types of activites solve the problems?
    What capabilities achieve your aspirations?
    TYPES
    Research methods
    Information architecture
    Design activities
    Prototyping and testing
    Best practice and patterns
    Skill development
    ...
    What types of measurements will you employ?
    What metrics will be used to gauge success?
    EXAMPLES
    Increase in user satisfaction (e.g, SUS)
    Better task completion
    Higher frequency of use
    Increased self support
    ...
    (c) J. Kalbach, 2014
    UX Strategy Blueprint
    https://experiencinginformation.com/2014/08/12/ux-strategy-blueprint/
    

    View Slide

34. CRAFTING A SUCCESSFUL UX STRATEGY 34
    @BERMONPAINTER – #ATO19
    UX Strategy Blueprint
    Challenges
    Guiding Principles
    Focus Areas
    Aspirations
    Measurements
    Activities
    What problems are your trying to solve?
    What obstacles must you overcome?
    EXAMPLES
    Lack of coherency
    Migration of customers
    Deteriorating image
    Internal constraints
    ...
    What are the ideal desired outcomes?
    What do you want to achieve?
    EXAMPLES
    Unification of experiences
    Accelerated adoption
    Market recognition
    Transformational impact on users
    ...
    What is the scope of the strategy?
    What will you focus on for the most impact?
    TYPES
    Users and persona
    Regions, languages, cultures
    Services and products
    User cases and scenarios
    Areas of UX (e.g., IA, content)
    Guiding Principles
    Focus Areas
    Aspirations
    Measurements
    Activities
    How will you overcome the challenges?
    What specific mantras will guide teams?
    EXAMPLES
    Particular sequence of activities
    Approach to persuasion
    Coordination of touchpoints
    Differentiation ploy
    ...
    What types of activites solve the problems?
    What capabilities achieve your aspirations?
    TYPES
    Research methods
    Information architecture
    Design activities
    Prototyping and testing
    Best practice and patterns
    Skill development
    ...
    What types of measurements will you employ?
    What metrics will be used to gauge success?
    EXAMPLES
    Increase in user satisfaction (e.g, SUS)
    Better task completion
    Higher frequency of use
    Increased self support
    ...
    (c) J. Kalbach, 2014
    UX Strategy Blueprint
    https://experiencinginformation.com/2014/08/12/ux-strategy-blueprint/
    

    View Slide

35. CRAFTING A SUCCESSFUL UX STRATEGY 35
    @BERMONPAINTER – #ATO19
    UX Strategy Blueprint
    Challenges
    Guiding Principles
    Focus Areas
    Aspirations
    Measurements
    Activities
    What problems are your trying to solve?
    What obstacles must you overcome?
    EXAMPLES
    Lack of coherency
    Migration of customers
    Deteriorating image
    Internal constraints
    ...
    What are the ideal desired outcomes?
    What do you want to achieve?
    EXAMPLES
    Unification of experiences
    Accelerated adoption
    Market recognition
    Transformational impact on users
    ...
    What is the scope of the strategy?
    What will you focus on for the most impact?
    TYPES
    Users and persona
    Regions, languages, cultures
    Services and products
    User cases and scenarios
    Areas of UX (e.g., IA, content)
    Guiding Principles
    Focus Areas
    Aspirations
    Measurements
    Activities
    How will you overcome the challenges?
    What specific mantras will guide teams?
    EXAMPLES
    Particular sequence of activities
    Approach to persuasion
    Coordination of touchpoints
    Differentiation ploy
    ...
    What types of activites solve the problems?
    What capabilities achieve your aspirations?
    TYPES
    Research methods
    Information architecture
    Design activities
    Prototyping and testing
    Best practice and patterns
    Skill development
    ...
    What types of measurements will you employ?
    What metrics will be used to gauge success?
    EXAMPLES
    Increase in user satisfaction (e.g, SUS)
    Better task completion
    Higher frequency of use
    Increased self support
    ...
    (c) J. Kalbach, 2014
    UX Strategy Blueprint
    https://experiencinginformation.com/2014/08/12/ux-strategy-blueprint/
    

    View Slide

36. CRAFTING A SUCCESSFUL UX STRATEGY 36
    @BERMONPAINTER – #ATO19
    UX Strategy Blueprint
    Challenges
    Guiding Principles
    Focus Areas
    Aspirations
    Measurements
    Activities
    What problems are your trying to solve?
    What obstacles must you overcome?
    EXAMPLES
    Lack of coherency
    Migration of customers
    Deteriorating image
    Internal constraints
    ...
    What are the ideal desired outcomes?
    What do you want to achieve?
    EXAMPLES
    Unification of experiences
    Accelerated adoption
    Market recognition
    Transformational impact on users
    ...
    What is the scope of the strategy?
    What will you focus on for the most impact?
    TYPES
    Users and persona
    Regions, languages, cultures
    Services and products
    User cases and scenarios
    Areas of UX (e.g., IA, content)
    Guiding Principles
    Focus Areas
    Aspirations
    Measurements
    Activities
    How will you overcome the challenges?
    What specific mantras will guide teams?
    EXAMPLES
    Particular sequence of activities
    Approach to persuasion
    Coordination of touchpoints
    Differentiation ploy
    ...
    What types of activites solve the problems?
    What capabilities achieve your aspirations?
    TYPES
    Research methods
    Information architecture
    Design activities
    Prototyping and testing
    Best practice and patterns
    Skill development
    ...
    What types of measurements will you employ?
    What metrics will be used to gauge success?
    EXAMPLES
    Increase in user satisfaction (e.g, SUS)
    Better task completion
    Higher frequency of use
    Increased self support
    ...
    (c) J. Kalbach, 2014
    UX Strategy Blueprint
    https://experiencinginformation.com/2014/08/12/ux-strategy-blueprint/
    

    View Slide

37. CRAFTING A SUCCESSFUL UX STRATEGY 37
    @BERMONPAINTER – #ATO19
    UX Strategy Blueprint
    Challenges
    Guiding Principles
    Focus Areas
    Aspirations
    Measurements
    Activities
    What problems are your trying to solve?
    What obstacles must you overcome?
    EXAMPLES
    Lack of coherency
    Migration of customers
    Deteriorating image
    Internal constraints
    ...
    What are the ideal desired outcomes?
    What do you want to achieve?
    EXAMPLES
    Unification of experiences
    Accelerated adoption
    Market recognition
    Transformational impact on users
    ...
    What is the scope of the strategy?
    What will you focus on for the most impact?
    TYPES
    Users and persona
    Regions, languages, cultures
    Services and products
    User cases and scenarios
    Areas of UX (e.g., IA, content)
    Guiding Principles
    Focus Areas
    Aspirations
    Measurements
    Activities
    How will you overcome the challenges?
    What specific mantras will guide teams?
    EXAMPLES
    Particular sequence of activities
    Approach to persuasion
    Coordination of touchpoints
    Differentiation ploy
    ...
    What types of activites solve the problems?
    What capabilities achieve your aspirations?
    TYPES
    Research methods
    Information architecture
    Design activities
    Prototyping and testing
    Best practice and patterns
    Skill development
    ...
    What types of measurements will you employ?
    What metrics will be used to gauge success?
    EXAMPLES
    Increase in user satisfaction (e.g, SUS)
    Better task completion
    Higher frequency of use
    Increased self support
    ...
    (c) J. Kalbach, 2014
    UX Strategy Blueprint
    https://experiencinginformation.com/2014/08/12/ux-strategy-blueprint/
    

    View Slide

38. CRAFTING A SUCCESSFUL UX STRATEGY 38
    @BERMONPAINTER – #ATO19
    UX Strategy Blueprint
    Challenges
    Guiding Principles
    Focus Areas
    Aspirations
    Measurements
    Activities
    What problems are your trying to solve?
    What obstacles must you overcome?
    EXAMPLES
    Lack of coherency
    Migration of customers
    Deteriorating image
    Internal constraints
    ...
    What are the ideal desired outcomes?
    What do you want to achieve?
    EXAMPLES
    Unification of experiences
    Accelerated adoption
    Market recognition
    Transformational impact on users
    ...
    What is the scope of the strategy?
    What will you focus on for the most impact?
    TYPES
    Users and persona
    Regions, languages, cultures
    Services and products
    User cases and scenarios
    Areas of UX (e.g., IA, content)
    Guiding Principles
    Focus Areas
    Aspirations
    Measurements
    Activities
    How will you overcome the challenges?
    What specific mantras will guide teams?
    EXAMPLES
    Particular sequence of activities
    Approach to persuasion
    Coordination of touchpoints
    Differentiation ploy
    ...
    What types of activites solve the problems?
    What capabilities achieve your aspirations?
    TYPES
    Research methods
    Information architecture
    Design activities
    Prototyping and testing
    Best practice and patterns
    Skill development
    ...
    What types of measurements will you employ?
    What metrics will be used to gauge success?
    EXAMPLES
    Increase in user satisfaction (e.g, SUS)
    Better task completion
    Higher frequency of use
    Increased self support
    ...
    (c) J. Kalbach, 2014
    UX Strategy Blueprint
    https://experiencinginformation.com/2014/08/12/ux-strategy-blueprint/
    

    View Slide

39. CRAFTING A SUCCESSFUL UX STRATEGY 39
    @BERMONPAINTER – #ATO19
    UX Strategy Blueprint
    Challenges
    Guiding Principles
    Focus Areas
    Aspirations
    Measurements
    Activities
    What problems are your trying to solve?
    What obstacles must you overcome?
    EXAMPLES
    Lack of coherency
    Migration of customers
    Deteriorating image
    Internal constraints
    ...
    What are the ideal desired outcomes?
    What do you want to achieve?
    EXAMPLES
    Unification of experiences
    Accelerated adoption
    Market recognition
    Transformational impact on users
    ...
    What is the scope of the strategy?
    What will you focus on for the most impact?
    TYPES
    Users and persona
    Regions, languages, cultures
    Services and products
    User cases and scenarios
    Areas of UX (e.g., IA, content)
    Guiding Principles
    Focus Areas
    Aspirations
    Measurements
    Activities
    How will you overcome the challenges?
    What specific mantras will guide teams?
    EXAMPLES
    Particular sequence of activities
    Approach to persuasion
    Coordination of touchpoints
    Differentiation ploy
    ...
    What types of activites solve the problems?
    What capabilities achieve your aspirations?
    TYPES
    Research methods
    Information architecture
    Design activities
    Prototyping and testing
    Best practice and patterns
    Skill development
    ...
    What types of measurements will you employ?
    What metrics will be used to gauge success?
    EXAMPLES
    Increase in user satisfaction (e.g, SUS)
    Better task completion
    Higher frequency of use
    Increased self support
    ...
    (c) J. Kalbach, 2014
    UX Strategy Blueprint
    https://experiencinginformation.com/2014/08/12/ux-strategy-blueprint/
    

    View Slide

40. THE FALLACY OF DIGITAL TRANSFORMATION 40
    @BERMONPAINTER – #DSCLT
    Key Components for a
    Successful UX Strategy
    Define the overall vision, approach, 

    and value proposition
    Align with the existing business strategy
    Understand the competitive landscape
    Define and document 

    behavioral segmentation
    Define and document how customers/
    users interact with your company
    Prioritize your strategic focus areas &
    UX initiatives
    Socialize your UX strategy with key
    stakeholders and other individuals that
    can influence decisions
    1
    2
    3
    5
    6
    7
    4
    

    View Slide

41. THE FALLACY OF DIGITAL TRANSFORMATION 41
    @BERMONPAINTER – #DSCLT
    Key Components for a
    Successful UX Strategy
    Define the overall vision, approach, 

    and value proposition
    Align with the existing business strategy
    Understand the competitive landscape
    Define and document 

    behavioral segmentation
    Define and document how customers/
    users interact with your company
    Prioritize your strategic focus areas &
    UX initiatives
    Socialize your UX strategy with key
    stakeholders and other individuals that
    can influence decisions
    1
    2
    3
    5
    6
    7
    4
    

    View Slide

42. THE FALLACY OF DIGITAL TRANSFORMATION 42
    @BERMONPAINTER – #DSCLT
    Key Components for a
    Successful UX Strategy
    Define the overall vision, approach, 

    and value proposition
    Align with the existing business strategy
    Understand the competitive landscape
    Define and document 

    behavioral segmentation
    Define and document how customers/
    users interact with your company
    Prioritize your strategic focus areas &
    UX initiatives
    Socialize your UX strategy with key
    stakeholders and other individuals that
    can influence decisions
    1
    2
    3
    5
    6
    7
    4
    

    View Slide

43. THE FALLACY OF DIGITAL TRANSFORMATION 43
    @BERMONPAINTER – #DSCLT
    Key Components for a
    Successful UX Strategy
    Define the overall vision, approach, 

    and value proposition
    Align with the existing business strategy
    Understand the competitive landscape
    Define and document 

    behavioral segmentation
    Define and document how customers/
    users interact with your company
    Prioritize your strategic focus areas &
    UX initiatives
    Socialize your UX strategy with key
    stakeholders and other individuals that
    can influence decisions
    1
    2
    3
    5
    6
    7
    4
    

    View Slide

44. CRAFTING A SUCCESSFUL UX STRATEGY 44
    @BERMONPAINTER – #ATO19
    The Kano Model
    FEATURE IMPLEMENTATION
    USER SATISFACTION
    DELIGHTERS
    BASIC NEEDS
    PERFORMANCE NEEDS
    NOT IMPLEMENTED FULLY IMPLEMENTED
    LOW HIGH
    https://articles.uie.com/kano_model/
    

    View Slide

45. CRAFTING A SUCCESSFUL UX STRATEGY 45
    @BERMONPAINTER – #ATO19
    The Kano Model
    FEATURE IMPLEMENTATION
    USER SATISFACTION
    BASIC NEEDS
    NOT IMPLEMENTED FULLY IMPLEMENTED
    LOW HIGH
    https://articles.uie.com/kano_model/
    

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46. CRAFTING A SUCCESSFUL UX STRATEGY 46
    @BERMONPAINTER – #ATO19
    The Kano Model
    FEATURE IMPLEMENTATION
    USER SATISFACTION
    PERFORMANCE NEEDS
    NOT IMPLEMENTED FULLY IMPLEMENTED
    LOW HIGH
    https://articles.uie.com/kano_model/
    

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47. CRAFTING A SUCCESSFUL UX STRATEGY 47
    @BERMONPAINTER – #ATO19
    The Kano Model
    FEATURE IMPLEMENTATION
    USER SATISFACTION
    DELIGHTERS
    NOT IMPLEMENTED FULLY IMPLEMENTED
    LOW HIGH
    https://articles.uie.com/kano_model/
    

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48. CRAFTING A SUCCESSFUL UX STRATEGY 48
    @BERMONPAINTER – #ATO19
    The Kano Model
    INDIFFERENT ATTRIBUTES
    LOW HIGH
    LOW HIGH
    FEATURE IMPLEMENTATION
    USER SATISFACTION
    https://articles.uie.com/kano_model/
    

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49. CRAFTING A SUCCESSFUL UX STRATEGY 49
    @BERMONPAINTER – #ATO19
    The Kano Model
    REVERSE PERFORMANCE NEEDS
    LOW HIGH
    LOW HIGH
    FEATURE IMPLEMENTATION
    USER SATISFACTION
    https://articles.uie.com/kano_model/
    

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50. CRAFTING A SUCCESSFUL UX STRATEGY 50
    @BERMONPAINTER – #ATO19
    The Benefits of the Kano Model
    Clarifies the users’ requirements for a
    given feature and helps deliver the ones
    that result in higher satisfaction
    Helps to uncover basic needs that users
    don’t explicitly state
    Identifies performance needs in
    tandem with basic needs. If basic needs
    are are absent or underdelivered it’s
    likely any performance needs will fail
    Provides a visual to determine how 

    to continually deliver new features 

    over time.
    Identifies any existing features that are
    either obsolete or that may need to 

    be simplified
    Identifies any reverse features that will
    decrease the value of the product for
    users over time
    1
    2
    3
    4
    5
    6
    

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51. THE FALLACY OF DIGITAL TRANSFORMATION 51
    @BERMONPAINTER – #DSCLT
    Key Components for a
    Successful UX Strategy
    Define the overall vision, approach, 

    and value proposition
    Align with the existing business strategy
    Understand the competitive landscape
    Define and document 

    behavioral segmentation
    Define and document how customers/
    users interact with your company
    Prioritize your strategic focus areas &
    UX initiatives
    Socialize your UX strategy with key
    stakeholders and other individuals that
    can influence decisions
    1
    2
    3
    5
    6
    7
    4
    

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52. CRAFTING A SUCCESSFUL UX STRATEGY 52
    @BERMONPAINTER – #ATO19
    Common Challenges
    Common Objection Potential Answer
    We can’t wait for you to develop a UX strategy. We have to start now.
    We have a simple framework that’ll help us generate a UX strategy
    quickly and make sure we successfully support our current 

    business outcomes.
    We already have a business strategy. We don’t need another one.
    A UX strategy will give us a basis for making better decisions that align
    to our customers’ needs and be consistent with our business goals.
    Strategy isn’t your job. I just need you to keep designing mockups.
    Crafting a strong user experience is much more than designing
    interfaces. We should be thinking across multiple channels and
    customer touchpoint. Leverage a UX strategy will help differentiate the
    experience we create from our competitors.
    Stopping now to create another strategy will slow us down.
    Setting a common direction now will help the entire team get on the
    same page around how we create better experiences for our users. It
    will help us be more efficient and save on overall cost over the lifecycle
    of the project.
    

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53. CRAFTING A SUCCESSFUL UX STRATEGY 53
    @BERMONPAINTER – #ATO19
    Creating a Business Case
    Maximize User Engagement
    How might we maximize user (customer/
    employee) engagement?
    Exceed User Expectations
    What’s the minimum requirements to exceed
    user (custoer/employee) expectations?
    Key Business Results
    How will our UX strategy influence or
    positively impact results?
    Risks
    What are the external risks or barriers that
    would prevent the successful implementation
    of the UX strategy?
    Constraints
    What are the internal limitations that directly
    affect the success of the strategy?
    Change Management
    How will the application of our strategy affect
    the team and broader organization?
    Internal Resources
    What are the necessary internal resources
    needed to accomplish the UX strategy?
    External Resources
    What are the necessary external resources
    needed to accomplish the UX strategy?
    

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54. @BERMONPAINTER – #ATO19 CRAFTING A SUCCESSFUL UX STRATEGY
    WRAP-UP
    54
    

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55. CRAFTING A SUCCESSFUL UX STRATEGY 55
    @BERMONPAINTER – #ATO19
    The Importance of a UX Strategy
    Broadens the teams reach 

    and influence
    Creates stronger connections with our
    target customers’ needs
    Communicates the value of design to
    executives and stakeholders
    Educates the organization on good
    design (beyond designing interfaces)
    Connects the decisions of key
    influencers to their effects on customer
    experiences
    Uncovers UX advocates hidden in the
    organization
    1
    2
    3
    4
    5
    6
    

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56. CRAFTING A SUCCESSFUL UX STRATEGY 56
    @BERMONPAINTER – #ATO19
    To be a successful UX designer that leads change within your
    organization, you have to move beyond wireframes and comps
    and become more integrated in how the business measures
    value and then elevate your conversations to the correct level.
    

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57. CRAFTING A SUCCESSFUL UX STRATEGY 57
    @BERMONPAINTER – #ATO19
    Resources
    

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58. THE FALLACY OF DIGITAL TRANSFORMATION 58
    @BERMONPAINTER – #DSCLT
    • 40k sqft innovation hub
    • Solution delivery
    • Co-creation
    • Training
    Charlotte
    wavespace
    Explore innovative ideas, unlock
    ingenuity and make change
    happen — faster.
    

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59. CRAFTING A SUCCESSFUL UX STRATEGY 59
    @BERMONPAINTER – #ATO19
    Let’s Chat
    Open Office Hours
    Friday mornings: 7am – 9am
    https://calendly.com/bermon-painter
    Twitter/Linkedin
    @bermonpainter
    Contact
    charlottewavespace@ey.com
    

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