UX Strategy · How to Devise Innovative Digital Products That People Want by Levy, Jaime -- Read -- Imperial Library of Trantor

Index

UX Strategy: How to Devise Innovative Digital Products That People Want Foreword Preface

Who Should Read This Book? Why I Wrote This Book How This Book Is Organized What Is the UX Strategy Toolkit? Comments and Questions Safari® Books Online Acknowledgements

1. What Is UX Strategy?

Misinterpretations About UX Strategy

Misinterpretation 1: UX strategy is about identifying a “North Star” Misinterpretation 2: UX strategy is a “strategic way” to perform UX design Misinterpretation 3: UX strategy is just product strategy Misinterpretation 4: UX strategy is closely tied to brand strategy

So What the Hell Is UX Strategy? Why a UX Strategy Is Crucial

2. The Four Tenets of UX Strategy

How I Discovered My UX Strategy Framework Tenet 1: Business Strategy Tenet 2: Value Innovation Tenet 3: Validated User Research Tenet 4: Killer UX Design Recap

3. Validating the Value Proposition

The Blockbuster Value Proposition What Is a Value Proposition?

If you don’t want to live on Fantasy Island...

Step 1: Define your primary customer segment Step 2: Identify your customer segment’s (biggest) problem Step 3: Create provisional personas based on your assumptions Provisional persona layout and breakdown Step 4: Conduct customer discovery to validate or invalidate your solution’s initial value proposition Customer discovery The problem interview Phase 1: The screener questions Phase 2: The interview Two-sided markets Step 5: Reassess your value proposition based on what you learned! (And continue to iterate until you have product/market fit.)

Recap

4. Conducting Competitive Research

Learning Lessons, the Hard Way Using the Competitive Analysis Matrix Tool Understanding the Meaning of Competition

Types of Competitors How to Find Your Competitors and Compile Your Competition List

Searching for competitors

Filling Out the matrix with data

URL of website or app store location Usernames and password access Purpose of site Year founded Funding rounds Revenue streams Monthly traffic # of SKUs/listings Primary categories Social networks Content types Personalization features Community/UGC features Competitive advantage Heuristic evaluation Customer reviews General/miscellaneous notes Questions/notes to team or self Analysis

Recap

5. Conducting Competitive Analysis

The Blockbuster Value Proposition, Part 2 What Is an Analysis?

The Four Steps to a Competitive Analysis and Market Opportunities

Step 1: Scan, skim, and color-code each column for highs and lows

Scanning and skimming the data Measuring raw data points Fun with color-coding

Step 2: Creating logical groupings for comparison Step 3: Analyze each competitor by benchmarking product attributes and best practices The analysis column of each competitor Step 4: Writing the Competitive Analysis Findings Brief

Findings Brief, Section 1: Introduction/Goals Findings Brief, Section 2: Direct Competitors Findings Brief, Section 3: Indirect Competitors Findings Brief, Section 4: Cool Features from Influencers Findings Brief, Section 5: Taking a stand/Your Recommendations

Recap

6. Storyboarding Value Innovation

Timing Really Is Everything Techniques for Value Innovation Discovery

Identify the Key Experiences Take Advantage of UX Influencers Do Feature Comparisons Storyboard the Value Innovation

Three steps to storyboarding value innovation Step 1: Create your list of panels. Step 2: Decide on your visual format (digital montages versus sketching on paper). Step 3: Lay out your storyboard on a canvas, add captions below each panel.

Business Models and Value Innovation Recap

7. Creating Prototypes for Experiments

Giving It Your Best Shot How I Became an Experiment Addict Testing Product/Market Fit by Using Prototypes

Three Steps to Design Hacking the Solution Prototype

Step 1 Step 2 Step 3

Solution Prototype Reality Check: Why User Experiences and Business Models Must Go Hand in Hand

Recap

8. Conducting Guerrilla User Research

Guerrilla User Research: Operation Silver Lake Café User Research versus Guerrilla User Research

The Three Main Phases of Guerrilla User Research

Planning phase (one to two weeks depending on team size and number of participants) Interview phase (one day) Analysis phase (two to four hours)

Planning Phase (One to Two Weeks)

Step 1: Determine the objectives Step 2: Preparing the interview questions Set up, recap/verify screener input (three minutes) Problem interview (10 minutes) Solution demonstration plus interview (15 minutes) Final thoughts (two minutes) Step 3: Finding the venue(s) and mapping out team logistics Step 4: Advertising for participants Step 5: Screening participants and scheduling time slots

Interview Phase (One Day)

Prepping the venue Participant compensation, café etiquette, and tipping Conducting the interviews Extracting succinct notes

Analysis Phase (Two to Four Hours)

Recap

9. Designing for Conversion

Seeding Growth Hackers Using the Funnel Matrix Tool

Why a Matrix and Not a Map? Rocking the Funnel Matrix The Vertical Axis

Suspect stage Lead stage Prospect stage Customer stage Repeat User stage Reference User stage

The Horizontal Axis

User’s Process Desired Action Business Task Metrics Required Functionality Validated Learnings

Conducting Suspect Stage Experiments with Landing Pages

Case Study 1: When a Value Proposition Needs to Pivot Case Study 2: When a Value Proposition Needs to Acquire Leads

How to concoct a Landing Page experiment

Recap

10. Strategists in the Wild

Holly North

1. How did you become a strategist and/or get into doing strategy as part of your work? 2. What does UX strategy mean to you? Is it a bogus job title? 3. How did you learn about business strategy? 4. Do you think it’s helpful for UX designers who are aspiring strategists to get an MBA or have a business degree? 5. What types of products have you done the strategy for that were the most exciting or fun to work on? 6. What are some of the challenges of conducting strategy in different work environments (for example, startups versus agencies versus enterprises)? 7. Have you ever conducted any form of experiments on your product or UX strategy, whether it be trying to get market validation on a value proposition or testing prototypes on target customers? How do you get closer to the truth while you are conducting strategy? 8. What is your secret weapon or go-to technique for devising strategies or building consensus on a shared vision? 9. What is a business case or anecdotal story that you can share that walk us through the steps you have to go through when conducting strategy specifically for an innovative product? 10. What are important skills or mindsets for a strategist to have? Or what makes you good at your job?

Peter Merholz

1. How did you become a strategist and/or get into doing strategy as part of your work? 2. What does UX strategy mean to you? Is it a bogus job title? 3. How did you learn about business strategy? 4. Do you think it’s helpful for UX designers who are aspiring strategists to get an MBA or have a business degree? 5. What types of products have you done the strategy for that were most exciting or fun to work on? 6. What are some challenges of conducting strategy in different work environments (for example, startups versus agencies versus enterprises)? 7. Have you ever conducted any form of experiments on your product or UX strategy, whether it be trying to get market validation on a value proposition or testing prototypes on target customers? How do you get closer to the truth while you are conducting strategy? 8. What is your secret weapon or go-to technique for devising strategies or building consensus on a shared vision? 9. What is a business case or anecdotal story that you can share that walk us through the steps you have to go through when conducting strategy specifically for an innovative product? 10. What are important skills or mindsets for a strategist to have? Or what makes you good at your job?

Milana Sobol

1. How did you become a strategist and/or get into doing strategy as part of your work? 2. What does UX strategy mean to you? Is it a bogus job title? 3. How did you learn about business strategy? 4. Do you think it’s helpful for UX designers who are aspiring strategists to get an MBA or have a business degree? 5. What types of products have you done the strategy for that were the most exciting or fun to work on? 6. What are the some challenges of conducting strategy in different work environments (for example, startups versus agencies versus enterprises)? 7. Have you ever conducted any form of experiments on your product or UX strategy, whether it be trying to get market validation on a value proposition or testing prototypes on target customers? How do you get closer to the truth while you are conducting strategy? 8. What is your secret weapon or go-to technique for devising strategies or building consensus on a shared vision? 9. What is a business case or anecdotal story that you can share that walk us through the steps you have to go through when conducting strategy specifically for an innovative product? 10. What are important skills or mindsets for a strategist to have? Or what makes you good at your job?

Geoff Katz

1. How did you become a strategist and/or get into doing strategy as part of your work? 2. What does UX strategy mean to you? Is it a bogus job title? 3. How did you learn about business strategy? 4. Do you think it’s helpful for UX designers who are aspiring strategists to get an MBA or have a business degree? 5. What types of products have you done the strategy for that were the most exciting or fun to work on? 6. What are the some challenges of conducting strategy in different work environments (for example, startups versus agencies versus enterprises)? 7. Have you ever conducted any form of experiments on your product or UX strategy, whether it be trying to get market validation on a value proposition or testing prototypes on target customers? How do you get closer to the truth while you are conducting strategy? 8. What is your secret weapon or go-to technique for devising strategies or building consensus on a shared vision? 9. What is a business case or anecdotal story that you can share that walks us through the steps you have to go through when conducting strategy specifically for an innovative product? 10. What are important skills or mindsets for a strategist to have? Or what makes you good at your job?

11. Dénouement A. About the Author Index About the Author Colophon Copyright

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