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UX STRAT
"Business Strategy vs. UX Strategy: Comparison and
Contrast"
Vikas Vaishnav
Sales executive for UX
VIKAS
VAISHNAV
UX Manager
Singapore
UX Manager
Site Lead
Business unit leader
Interaction Designer
User Researcher
Frontend Developer
Product Owner
Product Manager
UX Designer
About Myself
Strategy
Formulate a vision for your digital
products and services.
- MentorMate
Create a vision for the experience you
want to deliver and form the plan you
need to make it happen.
- FOOLPROOF
“An experience design process that
plans, identifies and underwrites the
implementation of the necessary value
differentiators a brand needs to create
sustainable, competitive advantage.”
- Nomensa
UX Strategy
The overarching plan to manage UX
operations and project-based engagement
for business.
- Darren Hood
UX Strategy
• Understanding what to build?
• See a bigger picture.
• Identify right tools, resources for right job.
• Determine outcomes and measure them?
• How much is it going to cost?
• What can you say NO to?
• Deliver a Killer Experience?
Why UX Strategy?
Jaime Levy
UX Strategy: How to
Devise Innovative
Digital Products that
People Want
• Business Strategy
• Value innovation
• Validated User Research
• Killer UX design
Inspiration
Darren W. Hood
Instructor
Wholistic UX Strategy
Model
Inspiration
Business Strategy
Business strategy is a
clear set of plans, actions
and goals that outlines
how a business will
compete in a particular
market(s), with a
product(s) or service(s).
UX Strategy
UX Strategy is the
overarching plan to
manage UX
operations and
project-based UX
engagement for
business.
• Minimum Viable
Product
• Customer
• Purchase Behavior
• More Competitive
Features
• More Subscriptions, Net
Promoter Score
• Minimum Lovable
Product
• User
• Think, Feel and Do
• Improve User
Experience
• Task Success rate,
SUS
Business Strategy
UX Strategy
UX STRAT Online 2021 Presentation by Vikas Vaishnav Autodesk
Product Design &
Manufacturing
Construction
Media &
Entertainment
Challenges at Autodesk
FEATURE COMPLEXITY EXPERIENCE
EXPERIENCE ROT
ACQUISITIONS
MULTIPLE TECH STACKS
45+
39
Years old
Customers are used to UX Incoherent Experience Functionality Vs Experience
1. Project
Centered
2. User Experience
Centered
3. Organization
Centered
1. Project
Centered
o Business strategy leads UX strategy follows
o JOB needs to be get done
o Document repeatable steps that helps you excel
o Not restrictive but organized
WHAT
1. Project
Centered
Project Centered Approach Example - Product Roadmap
Project Centered Approach Example - Acquisitions
Need to Design :
o Resourcing
o Process
o Timeline, Deliverables
o Success Matrices
o Basic user expectations
o Delighters
HOW
1. Project
Centered
At Autodesk
Discover Define Develop Deliver
Discover Define Develop Deliver
Iterate
2. User Experience
Centered
2. User Experience
Centered
o UX strategy leads Business strategy
o Initiatives feed in to Business Strategy
o Usually is not defined as Business Goal
o How is your company’s UX perceived outside?
o As an enterprise what UX language are you speaking?
WHAT
2. User Experience
Centered
Need to Design
o Experience Principles
o Imagine Future - North Star Vision
o Big Picture View
o UX Horizontal Project
How
UX Centered Approach Example – Design System
UX Centered Approach Example – Signature Experiences
UX Centered Approach Example – Project Carbon
3. Organization
Centered
3. Organization
Centered
o Company’s UX Maturity Model
o Get Buy inn from Senior Leadership
o Raising the Bar of your UX Practice
o What are you doing persistently to drive up Maturity
level
WHAT
Company’s UX Maturity
Model by Darren Hood
Success Metrices UX Awareness Show ROI
HOW
1. Project
Centered
2. User Experience
Centered
3. Organization
Centered
• Carefully curate features to match experience vision.
• Prune out the Experience Rot with each release
• Just because you can, doesn’t mean you should.
• Don’t miss on the basic expectations. Add delighters –
mind that delighters will become basic expectations in
some time.
• Innovate with baby steps for aspirational experience.
Autodesk
Do’s
At
3 Actions as takeaways
1. Document the recipe to
successful projects
2. Imagine your North Star
3. Retrospect the UX
Maturity of your
company.
Thanks!
----
Q&A

More Related Content

UX STRAT Online 2021 Presentation by Vikas Vaishnav Autodesk

  • 1. UX STRAT "Business Strategy vs. UX Strategy: Comparison and Contrast" Vikas Vaishnav
  • 2. Sales executive for UX VIKAS VAISHNAV UX Manager Singapore UX Manager Site Lead Business unit leader Interaction Designer User Researcher Frontend Developer Product Owner Product Manager UX Designer About Myself
  • 4. Formulate a vision for your digital products and services. - MentorMate Create a vision for the experience you want to deliver and form the plan you need to make it happen. - FOOLPROOF “An experience design process that plans, identifies and underwrites the implementation of the necessary value differentiators a brand needs to create sustainable, competitive advantage.” - Nomensa UX Strategy
  • 5. The overarching plan to manage UX operations and project-based engagement for business. - Darren Hood UX Strategy
  • 6. • Understanding what to build? • See a bigger picture. • Identify right tools, resources for right job. • Determine outcomes and measure them? • How much is it going to cost? • What can you say NO to? • Deliver a Killer Experience? Why UX Strategy?
  • 7. Jaime Levy UX Strategy: How to Devise Innovative Digital Products that People Want • Business Strategy • Value innovation • Validated User Research • Killer UX design Inspiration
  • 8. Darren W. Hood Instructor Wholistic UX Strategy Model Inspiration
  • 9. Business Strategy Business strategy is a clear set of plans, actions and goals that outlines how a business will compete in a particular market(s), with a product(s) or service(s). UX Strategy UX Strategy is the overarching plan to manage UX operations and project-based UX engagement for business.
  • 10. • Minimum Viable Product • Customer • Purchase Behavior • More Competitive Features • More Subscriptions, Net Promoter Score • Minimum Lovable Product • User • Think, Feel and Do • Improve User Experience • Task Success rate, SUS Business Strategy UX Strategy
  • 13. Challenges at Autodesk FEATURE COMPLEXITY EXPERIENCE EXPERIENCE ROT ACQUISITIONS MULTIPLE TECH STACKS 45+ 39 Years old Customers are used to UX Incoherent Experience Functionality Vs Experience
  • 14. 1. Project Centered 2. User Experience Centered 3. Organization Centered
  • 16. o Business strategy leads UX strategy follows o JOB needs to be get done o Document repeatable steps that helps you excel o Not restrictive but organized WHAT 1. Project Centered
  • 17. Project Centered Approach Example - Product Roadmap
  • 18. Project Centered Approach Example - Acquisitions
  • 19. Need to Design : o Resourcing o Process o Timeline, Deliverables o Success Matrices o Basic user expectations o Delighters HOW 1. Project Centered
  • 20. At Autodesk Discover Define Develop Deliver
  • 21. Discover Define Develop Deliver Iterate
  • 23. 2. User Experience Centered o UX strategy leads Business strategy o Initiatives feed in to Business Strategy o Usually is not defined as Business Goal o How is your company’s UX perceived outside? o As an enterprise what UX language are you speaking? WHAT
  • 24. 2. User Experience Centered Need to Design o Experience Principles o Imagine Future - North Star Vision o Big Picture View o UX Horizontal Project How
  • 25. UX Centered Approach Example – Design System
  • 26. UX Centered Approach Example – Signature Experiences
  • 27. UX Centered Approach Example – Project Carbon
  • 29. 3. Organization Centered o Company’s UX Maturity Model o Get Buy inn from Senior Leadership o Raising the Bar of your UX Practice o What are you doing persistently to drive up Maturity level WHAT
  • 31. Success Metrices UX Awareness Show ROI HOW
  • 32. 1. Project Centered 2. User Experience Centered 3. Organization Centered
  • 33. • Carefully curate features to match experience vision. • Prune out the Experience Rot with each release • Just because you can, doesn’t mean you should. • Don’t miss on the basic expectations. Add delighters – mind that delighters will become basic expectations in some time. • Innovate with baby steps for aspirational experience. Autodesk Do’s At
  • 34. 3 Actions as takeaways 1. Document the recipe to successful projects 2. Imagine your North Star 3. Retrospect the UX Maturity of your company.