The value of UX strategy

There’s a lot more to design than just the user interface. Start thinking more holistically to create the best experiences.

I’ve worked on many design projects over the years. The’ve taken on many shapes and sizes, but they always have one thing in common.

They all start with a brief.

A brief is a description of a project’s aims and objectives. It’s usually given to the designer when they start work. It tells them what they’re working towards.

Some briefs are open. They allow the designer to define the solution themselves, based on their experience. Other briefs are more prescriptive. They mandate the flows and functions that need to be designed. In this second case, it’s basically the designer’s job to visualise a pre-determined solution.

Whatever the nature of brief, it’s actually quite rare that a designer is involved in it’s creation. And that’s a real shame.

Why plan a UX strategy?

UX isn’t just about pushing pixels.

As part of the design process, we’re gathering a whole bunch of insight. About both the end-user and also the business goals.

Designers learn first-hand what works and what doesn’t. We get an understanding of the problem area, and figure out what makes everybody tick.

This insight gathered during the design process shouldn’t just determine what goes on the screen. It can answer more fundamental questions, too. This information can steer the direction of a project, and sometimes even a whole business.

UX Strategy means looking beyond the the surface level, and asking more fundamental questions.

Design insights are business actions

Let’s say you’re designing a new app. You’ve worked to the original brief, and have taken an early prototype into user testing.

During this testing, you may find that people don’t enjoy the overall concept. It just isn’t useful to them.

This issue hasn’t got anything to do with the interface, the workflows, or any unclear messaging. The problem is with the fundamental vision of the product.

This scenario has happened to me on a several occasions. A client can put me to work creating something that users don’t actually want. The problem space might still be valid, but the solution is all wrong.

This can’t be fixed by just moving pixels around, or making prettier layouts. We’ve got to revisit exactly what the thing we’re making is.

Let’s be clear. A failed design can be a great thing.

The nature of the UX process permits feedback early and often. If we realise our solution is on the wrong track, we do so quickly using tools like wireframe prototypes and usability testing.

When something fails, we understand why. We can take that insight back to the business, and suggest something different.

This is UX strategy.

Using our design insights to inform business decisions, shaping the future of the projects we work on. To avoid prescriptive, pre-determined briefs and instead use design to set the vision of our products.

Earning a seat at the table

Across the business world, designers are gaining more seats at the table.

This is especially true in the tech industry. Successful companies like Apple, AirBnb & Uber pride themselves on design-led thinking. Their designers are being empowered to define briefs instead of just following them.

That said, most organisations haven’t yet learned the value of UX strategy.

This is where you come in.

Getting this kind of C-suite recognition doesn’t happen overnight. It’s something you need to work towards. Share your work. Show your bosses the value of user insight and rapid iteration. Show them how much money is saved when we test ideas quickly and fail fast.

When you’re given a brief that isn’t quite right, prototype it anyway. But do it quickly. Test that solution. Play your findings that back to the business. If the idea doesn’t work you can now show them why, instead of just nagging them.

Be open. By sharing, you’ll earn the trust of your leaders. Get them to recognise the value of design insight, and plan better products going forward.

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Chris Myhill, an incredibly handsome UX designer who heads up Just UX Design

Chris Myhill

Chris heads up Just UX Design with 10 years of experience creating digital products and managing design teams.

He’s worked on loads of different projects, using UX wizardry to help businesses make better products.

Learn more about Chris

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