Thoughts on What is UX Strategy

Many of us get stuck in the tactical work, focusing solely on craft and production. Here is the (not so) secret: tactical work alone won't solve the world's big problems. It's self-limiting, and at some point, we hit a wall. Ever felt like you've reached the end of your road? You're not alone.

The Power of Strategy

Let’s enter the world of strategy. But what exactly is strategy? Think of strategy as a high-level plan crafted to achieve important goals. It's the roadmap that aligns everyone in the organization toward a common objective. Just like Sales, Marketing, Finance, HR and other departments have their strategies, so too should the UX team. Why? Because delivering the best-designed products and services is integral to achieving the organization's goals.

The Essence of Strategy

Strategies are not one-size-fits-all. They're tailored to the unique goals and resources of each organization. Unlike tactics, which are specific activities, strategies are overarching plans measured by achieving specific end goals. Picture the Sales Team with a specific target for sales goals, or the Marketing Team aiming for awareness and lead generation. Strategies adapt to context, whereas tactics remain consistent regardless of the situation.

The Call for UX Strategy

So, what's a UX strategy then? I learned to see it as a high-level plan for UX leaders to steer the organization towards its key goals through superior-designed products and services. But here's the thing: strategies must be situationally aware. They respond to the specific details of goals, strengths, weaknesses, and the competitive landscape. While UX professionals often start with tactics, it's crucial to transition to a strategic mindset.

The Path to Strategic UX

But how do we start this journey? 

• It begins with identifying the organization's goals and aligning UX outcomes accordingly. 

• Then, we craft a compelling vision to inspire our peers and stakeholders.

• Next, we navigate the strategic path, adapting to changes along the way.

• This might involve raising UX maturity, increasing strategic research, or influencing key upstream decisions. 

The goal? Making the organization more human-centered through UX.

Embracing Strategic UX

Being strategic is far more rewarding than merely improving our craft. It's about impacting human lives through better design, focusing on outcomes rather than outputs. By the way, UX isn't just the next step—it's the right step forward for experienced UXers like us.