UX Strategy - An inside look at our practice

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Jan Kiekeben • Design Lead • September 2024 • UXDX Meetup Hamburg An inside look at our practice UX STRATEGY

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2 ! I’m Jan Sharing my perspective on strategy   after 6 month on a new role @ refurbed.

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3 I worked at a… traditional medium-sized company tech company in a highly competitive market established publicly traded corporation early stage Start-Up (Seed) later stage Scale-Up (Series C)

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4 Strategies are quite different   in varying mature companies My personal observations

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5 Corporation • Big process with lots of stakeholders • Strategies on multiple levels • Established structures with   a need for direction Meta Problem Sustain business   and develop

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6 Early Stage Start-Up • No process - founding strategy • The product is the company • Small team, almost no structure;   A bit chaotic but fun! Meta Problem Product Market Fit

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7 Scale-Up / Mid Size • A strategy process is shaped • Company and product strategies are formalized and explicit • Structures are in place;   Now become more efﬁcient! Meta Problem Satisfy the ambitions (e.g. growth)

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Strategy 8 Company Strategy, Product Strategy, UX Strategy, …

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9 Vision & Mission Operations Strategy Strategy Context

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10 How will it look like   if we succeed? Where to play &   what matters? How to get there? Strategy Context

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11 Common issues with strategy • too vague • ambiguous on different levels • unvalidated • inﬂexible or constantly changing

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12 Good strategy is complex but become clear when customer needs, markets, and user journeys are understood.

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13 Elements of Strategy Idea Capabilities Value Proposition Market

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13 Elements of Strategy Idea Capabilities Value Proposition Market Product Field

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14 Strategy Context @ refurbed Culture Process Organisation The enablers and drivers of our strategies

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Organisation 15

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16 User Centered Product Organisation Aquisition Discovery Product Purchase Service eCommerce Journey Two-sided Marketplace Customers buying Merchants selling

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17 User Centered Product Organisation Squad Squad Squad Squad Squad eCommerce Journey Two-sided Marketplace Tribe: Customer Experience Tribe: Merchant Experience

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18 Product Designer Product Manager Engineers SQUAD User Centered Product Organisation

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19 Design Leaders Product Leaders Engineering Leaders LEADERSHIP User Centered Product Organisation

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20 Special organizational elements Strategy Department Discovering big opportunities   in collaboration Bringing together   all strategic perspectives Standing Working Groups Expanded cross-functional Expert Teams e.g. Customer Happiness, Retention, …

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Culture 21

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22 Culture Investments • Cultural ﬁt in the recruitment process • Building on collaboration and community • Putting company principles into action • Shaping a product culture

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23 A glimpse into refurbed’s company principles ENTERPRENEURSHIP GROWTH PROBLEM SOLVING COMMUNITY

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24 A glimpse into refurbed’s company principles PROBLEM SOLVING • Solve a problem for the customer • Move to insights fast

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25 A glimpse into refurbed’s company principles • Documentation, interpretation and individual advice • Monthly conversations in 1:1s • Part of 360° feedback & performance evaluation • Part of personal development plans

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26 Product culture • No separation between Product & UX • Easy access to data & users • Outcome thinking   (setting, reporting, discussing) • Continuous Product Discovery Viability Usability Desirability Feasibility

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Process 27

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28 Processes that enable strategies Experimentation Prioritization OKRs

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29 Processes that enable strategies • Focussed and pragmatic OKR process • Company OKRs & Team OKRs • Evidence guide strategic decisions OKRs

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31 Processes that enable strategies • RICE framework • MoSCoW framework • Evidence guide tactical decisions Prioritization

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31 Processes that enable strategies • RICE framework • MoSCoW framework • Evidence guide tactical decisions Prioritization

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31 Processes that enable strategies • RICE framework • MoSCoW framework • Evidence guide tactical decisions Prioritization

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33 Processes that enable strategies • Start small & iterate • Make measuring impact easy • Combine expertise with data Experimentation

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34 • Product Discovery is a multi department effort. • Not only PMs and UX do discovery. • Bringing up an initiative is coming with basic discovery efforts • Mitigate Risk • Gather Conﬁdence • Demonstrate Impact Product Discovery & Strategy

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Let’s wrap all this up 35

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36 Strategy can’t exist in isolation — it’s tied to vision and operations.

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37 Good tactics can save even the worst strategy. Bad tactics will destroy even the best strategy. – US General George S. Patton

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38 " Thank you Let’s have a conversation and share experiences