User experience (UX) strategy lies at the intersection of UX design and business strategy. It is a practice that should rely on empirical, lightweight tactics that quickly move you and your team toward a unique digital solution that customers want. In this presentation, Jaime Levy takes you through several design strategy techniques that you can use for crafting innovative products regardless of your work environment.
“Lightweight UX Strategy for
Devising Innovative Products”
What is Strategy?
My 1st Discovery Phase!!!
(before it was called UX Strategy)
THEN we spent 6 months WIREFRAMING
The Traditional Discovery Phase (UX Strategy) was A FARCE
In 2008, I first saw the
term “UX Strategy”
used in print! It was in
a sidebar in this pretty
book called “Mental
Models” by Indy
Validated User Research
Killer UX Design
= UX Strategy
So, I came up with my own formula…
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.
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
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.
It was Clayton
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
We want to look at our PRODUCTS as EXPERIMENTS!
Is when we prove something to be true.
Is when we prove something not to be true.
And be COOL with the PROCESS of VALIDATION
We must MEASURE how our CUSTOMERS RESPOND
And we must employ LIGHTWEIGHT (lean) TACTICS to learn
Lightweight Tactic #1
This is TRADITIONAL User Research AKA “Ethnography”
Customer Discovery User Research
Two books that had a BIG INFLUENCE on Validated User Research
Provisional Personas when research budgets are LACKING!
Provisional Personas can be VALIDATED by Customer Discovery
Results from 10 TARGET USERS can tell us a LOT
Lightweight Tactic #2
This is what TRADITIONAL USABILITY LAB research looks like
This is what a NON TRADITIONAL cafe research study looks like
This PROTOTYPE SOLUTION in how we measure SIGNAL!
Most IMPORTANTLY, we have the STAKEHOLDER Sitting There!
Lightweight Tactic #3
In his mind-blowing
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
TradeYa’s homepage before and after we went “Lean”
TradeYa’s sitemap before and after we went “Lean”
Experiment #1 The “Conscierge” Video MVP Campaign
Using a Value Proposition concept to ACQUIRE Leads
TradeYa’s Landing Page to enter the giveaway contest
The Cost of the Campaign
Experiment #2 - Trade of the Day (MVP site)
(with the entire team participating in the MVP experiment)
Experiment #3 - TradeYa Beta Release
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
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)
Questions or Feedback?
Follow me: @jaimerlevy
Friend me: Jaime R Levy
Write me: [email protected]