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

CRAFTING A SUCCESSFUL UX STRATEGY 2 @BERMONPAINTER – #ATO19

CRAFTING A SUCCESSFUL UX STRATEGY 3 @BERMONPAINTER – #ATO19

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) “ “

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

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.

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.

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.

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.

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.

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.

CRAFTING A SUCCESSFUL UX STRATEGY 12 @BERMONPAINTER – #ATO19

CRAFTING A SUCCESSFUL UX STRATEGY 13 @BERMONPAINTER – #ATO19

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

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.

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.

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

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

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

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

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

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

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

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/

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

CRAFTING A SUCCESSFUL UX STRATEGY 26 @BERMONPAINTER – #ATO19

CRAFTING A SUCCESSFUL UX STRATEGY 27 @BERMONPAINTER – #ATO19

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

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

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

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

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/

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/

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/

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/

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/

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/

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/

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/

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

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

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

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

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/

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/

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/

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/

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/

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/

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

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

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.

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?

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

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

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.

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

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.

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 [email protected]