You must have heard about all of a sudden focus on ‘User experience’: usually after finding huge drop in website visits or application download-rate. UX designers actually do not have any magical power to set the things right using a spell overnight! However, UX strategy of any website, web-application or mobile-application is a major contributor to the success of the project. And that is the reason why UX strategy is at the heart of any project.
What do we mean by UX strategy?
Real goal of UX strategy is to find out the sweet-spot between user needs and business goals. Once the project that can serve ‘user needs’ is identified, mostly the project objective can be categorised either as ‘to help users make money out of it’ or ‘save money’ by using the product or service. Clear ‘business goals’ that are set to serve ‘user needs’ are going to define or redefine the brand identity of the product. Because brand is nothing but how its users perceive the product or company when they interact with the service or product. Try to remember your last experience with booking an online movie ticket or online-shopping.
What lies at the core of successful UX strategy?
Let’s find out some of the most important aspects of UX strategy that lies at the core.
What Success Metrics to use?
Defining what success will look like for your product or service will allow you to track your progress using right metrics. For example, some website might focus on user engagement by tracking the time spent on website however, if your site’s focus is on get-in-get-out experience, such as online-bill-payment, your aim would be to provide a clear and easy way to pay bills online as quick as possible. In that case, perspective to track the length of user sessions will be totally different.
What this project means to Stakeholders?
Finding answers to following questions may help you understand what the project means to Stakeholders.
- How the stakeholders see the project?
- How it fits into the overall business strategy?
- What are the stakeholders interested in? They want to innovate or just renovate?
- How they expect to differentiate this project?
- What length of time-horizon is important for the stakeholders?
What this project should mean to the user?
Most important question that you must ask to define ‘UX strategy’ is ‘How this project is going to create value for its users?’. And for that you must understand your users by doing ‘User Research’. There are many different ways to understand your users such as Surveys, focus groups, filed visits and most important one contextual inquiry. These techniques allow you to understand your user more closely depending on whether your product or service is for B2B or B2C. You should be able to segment your target-audience by not only by geographic area but based on their psychographic information as well so that you can keep those personas at the centre while making every UX decisions.
Each project benefits from user research however, depending on feasibility factors such as the size of your team, locations of your users, budget, and time-horizon allotted will influence your user research. Our upcoming blog posts will be focused on user research. Let us know how you have been defining your UX strategy.