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

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.

Transcript

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3. “Lightweight UX Strategy for 

   Devising Innovative Products”
   by @jaimerlevy
   #uxstrategy
   

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4. What is Strategy?
   

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

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10. THEN we spent 6 months WIREFRAMING
    

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11. The Traditional Discovery Phase (UX Strategy) was A FARCE
    

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

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16. 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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17. 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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18. 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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19. 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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20. We want to look at our PRODUCTS as EXPERIMENTS!
    

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21. 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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22. We must MEASURE how our CUSTOMERS RESPOND
    

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23. And we must employ LIGHTWEIGHT (lean) TACTICS to learn
    

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24. Lightweight Tactic #1
    

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25. This is TRADITIONAL User Research AKA “Ethnography”
    Feh!
    

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

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27. Provisional Personas when research budgets are LACKING!
    

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28. Provisional Personas can be VALIDATED by Customer Discovery
    

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29. Results from 10 TARGET USERS can tell us a LOT
    

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30. Lightweight Tactic #2
    

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31. This is what TRADITIONAL USABILITY LAB research looks like
    Feh!
    

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32. This is what a NON TRADITIONAL cafe research study looks like
    

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33. This PROTOTYPE SOLUTION in how we measure SIGNAL!
    

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34. Most IMPORTANTLY, we have the STAKEHOLDER Sitting There!
    

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35. Lightweight Tactic #3
    

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36. Feh!
    

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

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

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40. ]
    Experiment #1 The “Conscierge” Video MVP Campaign
    

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41. Using a Value Proposition concept to ACQUIRE Leads
    

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42. TradeYa’s Landing Page to enter the giveaway contest
    

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43. The Cost of the Campaign
    

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

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45. (with the entire team participating in the MVP experiment)
    

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46. Experiment #3 - TradeYa Beta Release
    

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47. 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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50. Questions or Feedback?
    Follow me: @jaimerlevy
    Friend me: Jaime R Levy
    Write me: jaimerlevy@gmail.com
    Thank You!
    

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