User experience (UX) strategy requires a careful blend of business strategy and UX design, but until now, there hasn’t been an easy-to-apply framework for executing it. This hands-on guide introduces lightweight strategy tools and techniques to help you and your team craft innovative multi-device products that people like to use.
Whether you’re an entrepreneur, UX/UI designer, product manager, or part of an intrapreneurial team, this book teaches simple-to-advanced strategies that you can use in your work right away. Along with business cases, historical context, and real-world examples throughout, you’ll also gain different perspectives on the subject through interviews with top strategists.
- Define and validate your target users through provisional personas and customer discovery techniques
- Conduct competitive research and analysis to explore a crowded marketplace or an opportunity to create unique value
- Focus your team on the primary utility and business model of your product by running structured experiments using prototypes
- Devise UX funnels that increase customer engagement by mapping desired user actions to meaningful metrics
| Foreword |
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v | |
| Preface |
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vii | |
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Chapter 1 What Is UX Strategy? |
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1 | (10) |
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Misinterpretations About UX Strategy |
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3 | (4) |
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So What the Hell Is UX Strategy? |
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7 | (1) |
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Why a UX Strategy Is Crucial |
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8 | (3) |
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Chapter 2 The Four Tenets of UX Strategy |
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11 | (26) |
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How I Discovered My UX Strategy Framework |
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12 | (23) |
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Tenet 1 Business Strategy |
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15 | (7) |
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22 | (5) |
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Tenet 3 Validated User Research |
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27 | (3) |
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30 | (5) |
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35 | (2) |
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Chapter 3 Validating the Value Proposition |
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37 | (26) |
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The Blockbuster Value Proposition |
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38 | (2) |
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What Is a Value Proposition? |
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40 | (20) |
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60 | (3) |
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Chapter 4 Conducting Competitive Research |
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63 | (26) |
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Learning Lessons, the Hard Way |
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64 | (2) |
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Using the Competitive Analysis Matrix Tool |
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66 | (2) |
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Understanding the Meaning of Competition |
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68 | (20) |
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88 | (1) |
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Chapter 5 Conducting Competitive Analysis |
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89 | (28) |
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The Blockbuster Value Proposition, Part 2 |
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90 | (2) |
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92 | (24) |
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116 | (1) |
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Chapter 6 Storyboarding Value Innovation |
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117 | (26) |
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Timing Really Is Everything |
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118 | (4) |
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Techniques for Value Innovation Discovery |
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122 | (17) |
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Business Models and Value Innovation |
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139 | (3) |
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142 | (1) |
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Chapter 7 Creating Prototypes for Experiments |
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143 | (32) |
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144 | (3) |
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How I Became an Experiment Addict |
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147 | (12) |
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Testing Product/Market Fit by Using Prototypes |
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159 | (15) |
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174 | (1) |
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Chapter 8 Conducting Guerrilla User Research |
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175 | (30) |
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Guerrilla User Research: Operation Silver Lake Cafe |
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176 | (4) |
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User Research versus Guerrilla User Research |
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180 | (24) |
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204 | (1) |
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Chapter 9 Designing for Conversion |
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205 | (32) |
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206 | (3) |
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Using the Funnel Matrix Tool |
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209 | (17) |
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Conducting Suspect Stage Experiments with Landing Pages |
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226 | (9) |
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235 | (2) |
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Chapter 10 Strategists in the Wild |
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237 | (44) |
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238 | (10) |
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248 | (12) |
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260 | (9) |
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269 | (12) |
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281 | (6) |
| Index |
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287 | |
Jaime Levy runs a UX strategy practice in Los Angeles called JLR Interactive. Her practice caters to clients who get "Lean" and want to leverage an innovative UX strategy to transform their business concepts into sustainable online products. Current/past clients include startups (TradeYa, iTivityKids, Omhu), ad/interactive agencies (Razorfish, CP+B, TBWA\Chiat\Day) and big corporations (Cisco Systems, Sony). My greatest strength is her combined knowledge of both business strategy and user experience design. She has been a part-time college professor and guest lecturer at numerous universities, including NYU ITP, Harvard Business School, USC, and Art Center of Pasadena. For the last three years she has taught an always-sold-out user experience design course at UCLA Extension. She has spoken at numerous conferences including MacWorld (as a keynote), SXSW Interactive, and the How Design Conference.
