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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
Chapter 1 : What Is UX Strategy?
Misinterpretations About UX Strategy
So What the Hell Is UX Strategy?
Why a UX Strategy Is Crucial
Chapter 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
Chapter 3 : Validating the Value Proposition
The Blockbuster Value Proposition
What Is a Value Proposition?
Chapter 4 : Conducting Competitive Research
Learning Lessons, the Hard Way
Using the Competitive Analysis Matrix Tool
Understanding the Meaning of Competition
Chapter 5 : Conducting Competitive Analysis
The Blockbuster Value Proposition, Part 2
What Is an Analysis?
Chapter 6 : Storyboarding Value Innovation
Timing Really Is Everything
Techniques for Value Innovation Discovery
Business Models and Value Innovation
Chapter 7 : Creating Prototypes for Experiments
Giving It Your Best Shot
How I Became an Experiment Addict
Testing Product/Market Fit by Using Prototypes
Chapter 8 : Conducting Guerrilla User Research
Guerrilla User Research: Operation Silver Lake Café
User Research versus Guerrilla User Research
Chapter 9 : Designing for Conversion
Seeding Growth Hackers
Using the Funnel Matrix Tool
Conducting Suspect Stage Experiments with Landing Pages
Chapter 10 : Strategists in the Wild
Chapter 11 : Dénouement
Appendix About the Author