Steps To Create UX Strategy From Start To Launch A New Product
As you might be aware User Experience (UX) is very critical to the success of business in this connected world. Most people look at the brand, product and services through the lenses of the internet as that is the only way they can know about the product and execute a buying decision. Hence, UX design is of utmost importance for the brand beyond any doubt.
A UX strategy is the plan which assesses the environment around the brand or product and creates a detail on how the digital product should look at the end.
Without a UX strategy in place, there would be a lot of things about and around the product that many team members sitting in their cubicles would not be aware of. When a final product is created without a UX design strategy, there is a high probability that it does not completely match the objectives and strategies the company wants to pursue.
Some of the questions that could be answered by creating a UX strategy are mentioned below:
- What are the attributes of users who will have access to the UX that we design?
- Who are the users who use competitors’ services?
- What are the devices used by our users?
- What are the likes, dislikes and behavioural patterns of our users?
- What are the platforms that would be used to develop the UX and what are the matching talents in the team?
Putting things on paper
Before doing anything else, the team needs to put on paper several things like objectives, mission and vision of the client. They should be able to define these things clearly and neatly in a language which is understandable by all team members. Other things like long term goals, short term goals, future strategies, past experiences could be added for better implementation of UX.
The million dollar question, who is the person who is going to browse the internet to make a buying decision for the product. For example, a product for toddlers may be mostly bought by mothers. Mothers are the decision makers whether to buy the product or not. In some cases, even fathers could be the decision makers. Who is the buyer is even more important than who is the user. We need to research what our exact user looks like and what are their things important to us like demographics, likes, dislikes etc. While teenagers would like a layout with bright colours, top executives would be more comfortable with soothing shades of pastel colours.
User research could be considered as the most vital aspect of forming the UX strategy. IF we do not know anything about the user, it may hurt the business. Creating a UX about a person you don’t know anything about, may compel you to take decisions only on personal choices rather than what is required.
The user research involves things like surveys, face to face interviews, government statistics etc. It also involves more complicated things like creating one or more user persona, getting data from web analytics, putting the data in pivot tables etc.
The universe is full of competitors. It would be smart to list down competitors in different criteria’s. Criteria’s like competitors who are in cut-throat competition with us, competitors who we want to be like, competitors who we have an upper hand on help you segregate what you are really looking for from the project.
There has to be detailed explanation on the web entities used by competitors and their UX strategy. The analysis should also include the details on strengths and weaknesses of competitors UX. For example, there may be regional competitors who offer content and support in local language. If you are targeting an audience which may be weak in English a UX design that supports seamless changeover to local languages could be useful.
There are two technical things that need to be kept in mind while preparing the UX strategy. The device from which the majority of people are going to access the website/app. While some applications are used on the go by people, some others are mostly browsed on laptops. There are web portals like the OTT platforms, which are accessed by people on a Television Screen or a home theater which may be huge in size. The UX design features changes as per the dimension of the screen from which it is visited.
One of the other technical stuff most important to the project is the platforms, coding languages and servers that are going to be used in developing the UX of the portal. Which is the most optimised technology that is best for the users. Also, whether the existing team talent meets the requirement. If experts in the required technology are not available either new talents need to be inducted or alternate features will have to be considered.
There is one more technical criteria that needs to be considered. People in third world countries have very low access speeds. Any website or app that takes more time to load, will discourage people from using it. If you have users from rural areas or any such regions where there is a limitation on internet speeds, the UX features should be such that they do not take time to load. If the application or portal addresses senior citizens, there are high chances that they use lower configuration devices with older operating systems. If the app does not correspond to that, it will become non-usable for them.
Once the UX strategy is ready, it is required to document and present it to the concerned people. The people to whom the UX strategy is communicated would include the team members and stakeholders. The stakeholders means the authorities of the client side and management of the company.
The presentation needs to be clear and effective with not only long descriptions but also appropriate graphical representation and images to easily communicate the message. The team may include people from technical backgrounds like engineers, designers, administrators etc. It is the responsibility of the presentation to ensure that all the team members are on the same page. Feedbacks received post presentation should be registered and suitable changes need to be made before putting the final UX strategy in place.
Advantages of UX Strategy
Though there are several direct and indirect advantages of UX strategy, some of the main advantages are listed below:
- Client satisfaction: As there is no gap in between the output and the expectation of the customer, it ensures higher client satisfaction
- Better Profitability: The UX strategy can actually have a better impact on business, thereby enhancing profits and making the client cheerful.
- Saving: The organisation gains considerable leverage from saving time and resources wasted on repeat work, confusions, overlapping and rejections.
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