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UX Strategy: How to Devise Innovative Digital Products That People Want
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UX Strategy: How to Devise Innovative Digital Products That People Want
by Jaime Levy
UX Strategy
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 d
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 d
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 d
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 d
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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Foreword
UX Strategy: How to Devise Innovative Digital Products That People Want
Jaime Levy
Beijing • Cambridge • Farnham • Köln • Sebastopol • Tokyo
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