Here’s how to interpret each element in the UX Strategy Blueprint: You’ll probably find overlap with the information you provide for these six elements. In doing so, it simplifies strategy, making an abstract concept more tangible for all involved. Part of the problem is in the fuzziness of the term “strategy” itself. Try it out: Keep in mind that strategy is hierarchical. Object-Oriented UX is a digital design philosophy that respects the fact that people think in objects. That’s fine. Therefore, when we want to reference an article (we use Harvard style referencing) I need to ask the author for permission to do so. As Oliver Reichenstein states in his essay “Web Design Is 95% Typography” which we also can treat as content as well. If you’re building something brand new and there is no user base just yet, your options will be far more limited. Grounded. Interaction Design. In doing so, it simplifies strategy, making an abstract concept more tangible for all involved. That’s a good thing. The UX Strategy Blueprint is … Hi Lon. Talk to us. Hey, The UX Strategy Blueprint is a simple tool to help you define a UX strategy. Essentially create a UX strategy blueprint. Many people blur it with detailed planning. Mar 30, 2015 - Explore Tarana Rawat's board "UX strategy" on Pinterest. He authored Designing Web Navigation in 2007 and recently published his second book with O’Reilly, Mapping Experiences. “What is your Product Strategy? Tying them to Aspirations may not work in some cases: I typically focus on 1-2 main aspirations. Sorry. Nice article and template! Effective UX strategy aligns upwards. “How do I explain what I do at a party? Thank you for that! Skip elements that are unknown or make assumptions as needed. I’ll change that to be clearer. Jonathon Colman explains the pieces of content strategy. But a boilerplate template could also work. Effective UX strategy aligns upwards. How do we consistently create UX strategy? UX Strategy Blueprint | UX Strategy & Product Psychology, Strategy Blueprint | Experiencing Information, Behind the Scenes of a Data-Driven Website Redesign  | Optimizely Blog, UX Design Engineering – UX Strategy Part 3 – Rachelle Ryan, https://uxstudioteam.com/ux-blog/ux-strategy-canvas/, https experiencinginformation com 2014 08 12 ux strategy… | Currently Investigating, This UX Strategy Guide helps designers make better decisions - UX Hacker, UX/UI Case Study: Lighthouse — learn positive thinking with a mobile app - Hello.Design, Your In-house Design Team Doesn’t Need a Brief – acraigwilliams. REGIONS—What are the countries, languages, and cultures that are in play? There are often battles between UX and content management teams, especially when it comes to design process. First, it borrows from Henry Mintzberg’s five Ps of strategy from his landmark book Strategy Safari. User Experience is an expansive discipline but the key concepts remain largely the same. Strategy is about uncovering the key challenges in a situation and devising a way of coordinating effort to overcome them for a desired outcome. I feel quite differently. REGIONS – What are the countries, languages, and cultures that are in play? First, it borrows from Henry Mintzberg’s five Ps of strategy from his landmark book Strategy Safari. Regardless of level – corporate, product, team or personal strategy – the crux of strategy work relies on the same set of elements, outlined below. Either way, discovery involves people and data. Pingback: UX Strategy Blueprint | DESIGNBRIEF. An example of a UX Roadmap that outlines future UX work for the customer portal (the logged-in experience) on nngroup.com And detailed roadmaps don’t provide the rationale for the activity they organize. If you have personas, list the ones that are most relevant to the success of this strategy. UX Strategy is based on four tenets: business strategy, value innovation, validated user research, and killer UX design. I’ll be sure to cite you where I use it. 3. Reblogged this on Seth Owings – UX Strategist and commented: As explained in the free Field Guide to UX Strategy, the first step is to take out your notepad and pencil. Many people blur it with detailed planning. Strategy Blueprint by Jim Kalbach, CC BY-NC-SA 4.0 The elements in the strategy blueprint are based on research in the field. The intersection of these two frameworks yields six common facets. Depending on your product and market, you should do this every 2-4 months. Strategy does. Strategy is designed. Great post. I’ve just looked at this preliminarily, but it looks like a great resource. Highlight aspects such as information architecture, interaction design, visual design, content strategy or branding, as well as attributes of usability such as control, learnability, or discoverability, among others. The elements in the UX Strategy Blueprint are based on existing research in the field of strategy. I can correct errors if you see some. For instance, in ecommerce settings will you focus on finding products, the purchase process, or both? The intersection of these two frameworks yields six common facets. It is well-defined and hard to misinterpret. Oftentimes, for example, larger companies have a user researcher on staff who will already know plenty about any existing user base. Thanks very much for making it available. Developing strategy is a craft, one that involves exploration and choice but also systematic thinking. I’ve updated it now, and you should be able to input into the “Challenges” field. On the UX Strategy Blueprint, record key points for each element of the UX strategy. USERS—Who will use your solution? UX Strategy Blueprint Challenges Aspirations Focus Areas Guiding Principles Measurements Activities What problems are your trying to solve? These are combined with Roger Martin and A.G. Lafley’s five questions of strategy in their recent book Playing To Win. Tough question. Strategy is an interlocking set of choices you make to overcome adversity and reach a desired position. A good, succinct strategy should only be about two pages long. Want to improve your organization’s UX strategy? These are some of the main things that contribute to the UX of your site and the things you need to consider when implementing a UX strategy. These are combined with Roger Martin and A.G. Lafley’s five questions of strategy in their recent book Playing To Win. Strategy is designed. Thanks, Ernest. oops! thanks. UX strategies help businesses translate their intended user experience to every touchpoint where people interact with or … And detailed roadmaps don’t provide the rationale for the activity they organize. What’s your opinion? Visual design - Not long ago, this is what most people assumed was the user experience. Those come with their own challenges. YOU NEED A STRATEGY.” When I replay this scene in my head, I can hear the CTO very audibly yelling (slash pleading) with our product…. Thanks Jim, a fanstatic tool that ties so many elements together cohesively. By “editable” I meant that the information you record can be entered directly into the blueprint. UX Strategy Blueprint Jim Kalbach March 2015 2. WordPress thought my boiler plate was an attempt to insert HTML. Therefore, l’ll talk about building a UX strategy for the two major types of projects separately. AREAS OF UX—What areas of UX will make the most difference? For instance, in ecommerce settings will you focus on finding products, the purchase process, or both? In U X, as anywhere else, strategy is usually a big deal. Required fields are marked *. (Both books are highly recommended). It’s in forms, copy, images, videos, stories, metadata. Scope out the ones that aren’t. I need to get my client out of the weeds this time around so a strategy document is definitely helpful…thanks! It connects analysis and planning with an intentional logic that guides decision making. Understanding UX Design With the 5 W’s If you’ve been following our blog like a hound, then you knew an in-depth analysis of UX design was bound to happen. We also wrote about this topic. After that, you may find yourself bouncing around between the boxes. I envisioned linearizing the information from the canvas into a 2-page document. Great resource for UX Strategy, Pingback: UX Strategy Blueprint | UX Strategy & Product Psychology, Pingback: Strategy Blueprint | Experiencing Information. USERS – Who will use your solution? Here’s how to interpret each element in the UX Strategy Blueprint: Building UX strategy is a creative endeavor. Still, try to avoid direct repetition in wording. The Blueprint exposes the dependencies in strategic choice, letting you see all of the elements at once. Hi Jim, what a neat tool! The UX Strategy Blueprint helps you see all the moving parts in a single overview. If you have personas, list the ones that are most relevant to the success of this strategy. Yes, a notepad, because the second you go digital, everyone’s a critic. Is it correct to say that “strategy” addresses a problem only or can you create a strategy to address new opportunities? It’s free! The short version is that I say I … Let me know whether this is a possibility or whether you require any more information. What obstacles must you overcome? A proud member of the Center Centre, Inc. family. This means fewer misunderstandings, and less rework and resource wastage during the design process. The elements in the UX Strategy Blueprint are based on existing research in the field of strategy. By defining every aspect of the user experience before initiating the design phase, you’re giving your team direction for all aspects of the design. I work for the IDM (www.theidm.com) and all our online courses sit behind a password protected log in. So it might make an unruly sentence. Print it out, hang it up, start every meeting with your strategy slide. How things look. See more ideas about Design thinking, Service design, User experience design. Questions or comments? https://uxstudioteam.com/ux-blog/ux-strategy-canvas/ Explore different options, asking “what if?” and “what would need to be true?” With the UX Strategy Blueprint, there is initially no risk in trying out alternatives: cross things off, move sticky notes around, rework ideas, crumple it up and start over again. In my own attempt to put your thinking into my way of thinking, I asked myself, “If I had this document all filled out, what would the final outcome or artifact be?” For me, I would want a statement that I could posterize or use as an elevator speech. It’s best to start with the challenges and aspirations. (Both books are highly recommended). Copyright © 1997–2020, All Rights Reserved. Join us December 7-11 for our Game-Changing Experience Visions intensive. The UX Strategy Blueprint is awesome for understanding high-level strategy, but it doesn’t delve into day-to-day work. 2nd try: Our UX Strategy is to focus on these (areas) using these (principles) to guide these (activities) in order to achieve these (aspirations) and/or overcome these (challenges) as measured by these (measurements). Each is given a box in the Blueprint, formulated specifically for generating UX strategy. In part one of our UX/UI design series, Is UI as Important as UX? What are your thoughts on communicating your Blueprint? Though user experience and content strategy seem to have similar goals there is too much conflict when it comes to the actual execution. The Blueprint exposes the dependencies in strategic choice letting you see all of the elements at once. A UX designer is responsible for concepting and creating a usable and intuitive experience for a user who is using their product, or any web, mobile, or wearable application which can be interacted with through talking, tapping, touching … UX Strategy Blueprint Challenges Aspirations Focus Areas Guiding Principles Measurements Activities What problems are you trying to solve? A UX Strategy that is a long to-do list will not help you make decisions when you come to a cross-roads. Thanks for the tip, Dan. I updated the typo…. Using this schema allows you to not only articulate a UX strategy consistently, but also map it back to superordinate strategies. What obstacles must you overcome? We consult companies building digital products every day. Just credit me as the author and let me know when you do so. She went on to manage, lead, and build award winning, user-centered, product design and research teams at ABCNews, HarperCollins, Scient, eBay, and FirstGiving. A popular view of user experience design is that it is a product, and that it’s about execution and tactics. Below each of the six headers are guiding questions, as well as examples of the types of information required. Makes sense to me to have user and business challenges separated. And that it’s therefore about persuasion: convincing others to work with you or explaining to adversaries the consequences if they do not. It’s hard to over communicate: print it out, hang it up, start every meeting with your strategy slide, use it as dummy text in wireframes instead of lorum ipsum. I think it would be very difficult to use every UX documentation process out there and still get actual work done, so you have to pick and choose carefully. But if you could pull it off, I’d be all for it. An idea for you….So, you have a nice list of “Challenges”, from both the user and business sides. This is just an initial framework I created for my own situation. UX strategy means killer design strategy. As the head of eBay's Global User Experience Design and Research Team, Nancy spent 5 years leading over 100 user experience professionals. – Jim, Dear Mr. Kalbach, this is just a short note to say “thank you” for creating and sharing your outstanding “UX Strategy Blueprint” with the community. USE CASES – Indicate the key scenarios of use at a high level. Each is given a box in the Blueprint, formulated specifically for generating UX strategy. If they don’t, they can point you to the people who do. Others consider strategy to be in-depth investigation, such as market research or competitor comparisons. A good, succinct strategy should only be about two pages long. It cascades from the top down. We will never sell your email address. But digital environments are not beholden to the laws of physics, which can wreck havoc on our users’ ability to understand them. Glad to hear that there are similar definitions of strategy out there. There are a few places you can go to gain … Generally, I find you end up with a list of several things for each information type. Just a thought! The UX Strategy Blueprint helps you see all the moving parts in a single overview. (Lean Startup is ultimately about dealing with uncertainty). Or, try uploading an image of it as a background within an online collaboration board (e.g., Mural.ly, TUZZit.com) and apply virtual stickies as you go. I just noticed though on the editable PDF version, that the ‘Challenges’ box doesn’t have an editable field; would love to have that option added. You can’t analyze your way to strategy: the answers don’t magically emerge from data. The UX Strategy Blueprint is a simple tool to help you define a UX strategy. Of course strategy can address new opportunities. Yes, I could see how that would be confusing. CenterCentre – UIE values your privacy. The overall logic should make a coherent storyline. It’s best to start with the challenges and aspirations. He is currently Head of Consulting and Education at Mural, and his background spans design roles at Citrix, USEEDS in Berlin, LexisNexis, and Razorfish. Jim’s one of those UX designers who’s an active practitioner and an exceptional instructor. SERVICES – What products, services, platforms, and technologies are included in the strategy? AREAS OF UX – What areas of UX will make the most difference? My work with ScienceSoft’s diverse range of customers showed me that depending on the client’s digital project, a UX strategy can entail more specifics as to what steps to take and what to focus on. Tough question. I would strongly suggest that you would also publish the translated versions on your personal website as well. I’ve already used in it few time with my research and development partners over here. All the best, Kaveh. Reiterate. Data – both quantitative and qualitative – informs decision-making for design direction. The blog says: “There is an editable version below.” That is why I thought it could be edited. Using this schema allows you to not only articulate a UX strategy consistently, but also map it back to superordinate strategies. I noticed a tiny typo underneath the “Challenges” heading – an extra “r” sneaked it’s way into “What problems are you(r) trying to solve”. You can’t analyze your way to strategy: the answers don’t magically emerge from data. Our brains have evolved to recognize solid objects that adhere to the laws of physics. Jeff Gothelf’s Lean UX Canvas is a powerful tool to help raise hypotheses and set next steps, but so little helps inexperienced designers to know whether to … Let me know if you have any questions. Share the strategy as often as possible. 510 Turnpike Street, Suite 102 Once all of the elements have been agreed on, consolidate the strategy. First, it borrows from Henry Mintzberg’s five Ps of strategy from his landmark book Strategy Safari.

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