Lightweight UX Strategy for Devising Innovative Products / Jaime Levy (EDGE 2015)

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“Lightweight UX Strategy for   Devising Innovative Products” by @jaimerlevy #uxstrategy

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What is Strategy?

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My 1st Discovery Phase!!! (before it was called UX Strategy)

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THEN we spent 6 months WIREFRAMING

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The Traditional Discovery Phase (UX Strategy) was A FARCE

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In 2008, I first saw the term “UX Strategy” used in print! It was in a sidebar in this pretty advanced-level UX book called “Mental Models” by Indy Young.

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Business Strategy Value Innovation Validated User Research Killer UX Design = UX Strategy So, I came up with my own formula…

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What is UX Strategy? It’s a plan-of-action on how to ascertain that the user experience of a product is aligned with the business’s objectives.

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What else is UX Strategy? It’s the vision for the core experience of a product that needs to be validated with target customer segments that it is desired in the marketplace.

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Why is HAVING A UX Strategy CRUCIAL? It’s a practice that when done empirically is a way better guarantee of a successful digital product than just crossing your fingers and writing a bunch of code.

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It was Clayton Christensen (the Harvard Business School professor) who said “the premature outlay of huge amounts of money in pursuit of the wrong strategy is the thing to avoid. You need to have an experimental mindset.

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We want to look at our PRODUCTS as EXPERIMENTS!

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Validation Is when we prove something to be true. Is when we prove something not to be true. Invalidation And be COOL with the PROCESS of VALIDATION

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We must MEASURE how our CUSTOMERS RESPOND

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And we must employ LIGHTWEIGHT (lean) TACTICS to learn

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Lightweight Tactic #1

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This is TRADITIONAL User Research AKA “Ethnography” Feh!

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Customer Discovery User Research Two books that had a BIG INFLUENCE on Validated User Research

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Provisional Personas when research budgets are LACKING!

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Provisional Personas can be VALIDATED by Customer Discovery

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Results from 10 TARGET USERS can tell us a LOT

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Lightweight Tactic #2

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This is what TRADITIONAL USABILITY LAB research looks like Feh!

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This is what a NON TRADITIONAL cafe research study looks like

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This PROTOTYPE SOLUTION in how we measure SIGNAL!

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Most IMPORTANTLY, we have the STAKEHOLDER Sitting There!

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Lightweight Tactic #3

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Feh!

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In his mind-blowing 2011 book Lean Startup, Eric Ries's philosophy on Validated User Research and the Build-Measure- Learn feedback loop has totally recast the way both startups and enterprises release products into the marketplace.

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TradeYa’s homepage before and after we went “Lean”

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TradeYa’s sitemap before and after we went “Lean”

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] Experiment #1 The “Conscierge” Video MVP Campaign

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Using a Value Proposition concept to ACQUIRE Leads

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TradeYa’s Landing Page to enter the giveaway contest

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The Cost of the Campaign

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Experiment #2 - Trade of the Day (MVP site)

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(with the entire team participating in the MVP experiment)

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Experiment #3 - TradeYa Beta Release

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Doing Customer Discovery instead of Traditional User Research SAVES TIMES AND MONEY  Putting Solution Prototypes in front of Your Hypothesized Customers with the Stakeholders present SAVES TIMES AND MONEY Releasing your product experiment in phases and ﬁne tuning your value proposition and customer acquisition strategy SAVES TIMES AND MONEY LIGHTWEIGHT UX Strategy Tactics (the recap)

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Questions or Feedback? Follow me: @jaimerlevy Friend me: Jaime R Levy Write me: [email protected] Thank You!

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