UX Strategy: Product Strategy Techniques for Devising Innovative Digital Solutions

by Jaime Levy

Overview

User experience (UX) strategy lies at the intersection of UX design and business strategy, but until now, there hasn't been an easy-to-apply framework for executing it. This hands-on guide introduces lightweight product strategy tools and techniques to help you and your team devise innovative digital solutions that people want.

Author Jaime Levy shows UX/UI designers, product managers, entrepreneurs, and aspiring strategists simple to advanced methods that can be applied right away. You'll gain valuable perspective through business cases and historical context. This second edition includes new real-world examples, updated techniques, and a chapter on conducting qualitative online user research.

• Define value propositions and validate target users through provisional personas and customer discovery techniques
• Explore marketplace opportunities by conducting competitive research and analysis
• Design experiments using rapid prototypes that are focused on the business model
• Conduct online user research to gain valuable insights quickly on any budget
• Test business ideas and validate marketing channels by running online advertising and landing page campaigns

Product Details

ISBN-13:	9781492052432
Publisher:	O'Reilly Media, Incorporated
Publication date:	04/20/2021
Edition description:	2nd ed.
Pages:	299
Product dimensions:	6.00(w) x 9.00(h) x (d)

About the Author

Jaime Levy is an author, university professor and a user experience strategist. For more than 25 years, Jaime has been a pioneer in the creation of innovative digital products and services. She runs her UX design and strategy consultancy out of Los Angeles, California. Her specialty is as a strategist and experience design lead for the implementation phase from anything from MVPs to insanely complicated large-scale transactional websites. Her employees and contractors have all been personally trained to deliver professional services while working as team players.

Current/recent clients range from prestigious ad/interactive agencies (i.e. TBWA, Razorfish, Crispin Porter), Internet start-ups (i.e. TradeYa, Book Your Care, Plotto), and behemoth corporations (i.e. Cisco Systems, Sony, Honda).

Jaime also teaches a graduate-level course on UX design and strategy at University of Southern California’s Viterbi School of Engineering. Jaime speaks at design and innovation conferences worldwide and conducts public workshops and in-house training.

Table of Contents

Preface ix

Chapter 1 What Is UX Strategy 1

The Evolution of the Term UX Strategy 4

Chapter 2 The Four Tenets of UX Strategy 9

How I Discovered My UX Strategy Framework 9

Tenet 1: Business Strategy 13

Tenet 2: Value Innovation 25

Tenet 3: Validated User Research 31

Tenet 4: Frictionless UX 34

Recap 40

Chapter 3 Defining the Initial Value Proposition 41

The Blockbuster Value Proposition 42

What Is a Value Proposition? 45

If You Don't Want to Live in a Fantasy World 47

Recap 69

Chapter 4 Conducting Competitive Research 71

Learning Lessons, the Hard Way 72

Looking at the Competition to Uncover Nuggets 75

Understanding the Meaning of Competition 78

Researching All of the Competitive Data Points 87

Recap 107

Chapter 5 Analyzing the Competition 109

The Blockbuster Value Proposition, Part 2 110

What Is an Analysis? 113

It Is Time to Take a Stand 142

Recap 144

Chapter 6 Storyboarding Value Innovation 145

Timing Really Is Everything 146

Techniques for Value Innovation Discovery 150

Business Models, Value Innovation, and Online Dating 165

Recap 168

Chapter 7 Creating Prototypes for Experiments 169

Giving It Your Best Shot 170

How I Became an Experiment Addict 173

Defining Experiments Today 179

Rapid Prototyping for Value Proposition Validation 182

Recap 193

Chapter 8 Conducting Online User Research 195

March 2020 Timeline: Coping with In-sanity 196

User Research Primer 199

The Three Main Phases of Online User Research 201

Recap 227

Chapter 9 Designing for Conversion 229

Funnel Business 233

Growth Hacking, Growth Design, and the Hook Model 235

Conducting Landing Page Experiments 238

Recap 262

Chapter 10 Denouement 263

Appendix: References 269

Index 275