UX Strategy | Jaime Levy

Summary of: UX Strategy: How to Devise Innovative Digital Products That People Want
By: Jaime Levy

Introduction

Embark on a journey to unlock the secret behind user experience (UX) strategy in Jaime Levy’s book ‘UX Strategy: How to Devise Innovative Digital Products That People Want’. This summary provides insights on developing products that not only solve users’ needs but also align with your business objectives. We will explore the four core elements of UX strategy: business strategy, value innovation, validated user research, and state-of-the-art design. Learn why it’s critical to start with a strong business strategy, and uncover the benefits of value innovation, as well as the importance of user testing and incorporating feedback to refine your product offerings.

UX Strategy

A start-up aimed to build a platform connecting drug rehab centers with addicts, but no one signed up despite having a website and app. They realized their UX design was not in sync with their business strategy. UX strategy requires considering whether the user experience fits the overall business plan. Revamping the business strategy and products before designing the UX is essential. The four central elements of UX strategy are business strategy, value innovation, user research, and state-of-the-art design.

Achieving Competitive Advantage

A company’s business strategy is the DNA that guides every decision-making process and ensures its viability. There are two ways a company can achieve a competitive advantage; offering a product that is different from the competition or making it cheaper. The best-case scenario is when a company can combine both differentiation and cost-leadership. The result of this synergy is called value innovation, and it’s the key to jumping way ahead of competitors. By creating a product with no pre-existing competition that is also super cheap, a company can enter a blue ocean market, a market devoid of competition with a vast horizon. The case of Facebook illustrates how a product can be groundbreaking, providing a free product with innovative features unseen before.

Revolutionizing Business Success

Today, businesses can eliminate the risk of ideas failing by testing products through user feedback. By doing so, they can fine-tune products to fit market demand and increase the chances of success. Mark Zuckerberg’s launch of Facebook in 2004 is proof of this as it was tested within Harvard University before it was rolled out to a larger audience while incorporating new features based on user feedback. Awesome User Experience (UX) design is also essential in captivating users and making them love a product. An example is Airbnb’s straightforward interface that includes search filters and the map function that engages users, leading to more customer acquisition and retention.

Building Effective Provisional Personas

To develop a value proposition for a product or service, one needs to answer a fundamental question about the potential user. The best way to do this is by creating provisional personas that help define the target audience. A provisional persona is a tool that sketches a potential user, including their age, education, job, interests and behaviour. It is necessary to assign a name and picture to the persona to make it more realistic. This persona creation is hypothetical, but real-world data can also be collected through interviews. The goal is to develop hypotheses based on the value proposition and the provisional persona and then test it by conducting mini experiments and asking real people the same questions. By analyzing the results of these experiments, one can refine the persona and make informed decisions about the product or service they are offering.

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