Who better to help us ring in spring than one of the founding mothers of the UX field and principal founder of UXPA, Janice James? With 25 years of experience in user research and user-centered design, Janice has plenty of wisdom on the subject of UX strategy. In her talk, Janice uncovered the commonalities among the many contradictory definitions of UX strategy, including:
- The collaboration of a cross functional team.
- The use of UX activities to understand the underlying purpose of the business and to design ways to achieve that purpose.
- The use of data to inform design.
- The resulting design that provides users a useful, engaging, delightful product or service.
Referencing Simon Sinek’s Ted Talk, How Great Leaders Inspire Action, Janice emphasized the importance of focusing your UX Strategy on “the why” and “the how,” rather than “the what.” Don’t let your strategy be driven by the technology or product for the sake of the technology or product. Instead, the strategy should be focusing on the purpose of the business, product or service. Only then should you focus on how you can achieve that purpose using the appropriate technology. To drive this point home, Janice asked, “Looking back, did any of us think we needed a smartphone?” Before smartphones, we were all content with our cameras, address books, day planners, calculators, encyclopedias, maps, telephones, and so on. Our lives would be very different if mobile phone developers had focused on the what (mobile phones) at the expense of the why (a convenient, multifunctional experience in your pocket). Finally, Janice answered the question, “Why UX strategy?” She suggested that UX strategy can help:
- Change misconceptions about what UX is and what UX professionals do.
- Develop trust between UX professionals and their colleagues in product management, marketing and other specialties.
- Accelerate the inclusion of UX as a key part of the business strategy.
For more information about UX Strategy, Janice recommended The UX Strategy Conference. Summaries of presentations from the 2013 conference are available at UXmatters.com. Thank you, Janice, for your insight! And thank you to the new and continuing UXPA DC leadership for organizing this event and for making UXPA DC more accessible through free membership and event registration. Your efforts are what make UXPA DC so great. Janice James’ slides on UX Strategy are on slideshare.