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9-Episode Essentials Video Series
Reenergize your career and transform your organization into a lean, mean UX delivery machine.
That’s the power of a Strategic UX Vision.
Here’s why you need it:
Too many organizations suffer from a lack of direction.
There’s a constant vagueness about what organizations’ executives want to accomplish in the long run. Sure, there are short-term deadlines to push out new releases, but where is all this work taking them?
The executives, whom everyone looks to for a definition of an organization's direction, are too focused on increasing their numbers. The charts need to go up and to the right. Yet, they’re not focused on how that increase will improve customers' lives. (Which is ironic, because focusing on improving customers’ lives can definitely make those charts go up and to the right.)
Organizations are running without a plan. The good news is that this lack of direction from senior stakeholders creates an opportunity for UX leaders like you.
Reinvigorate your organization with a Strategic UX Vision.
Everyone in your organization is looking for someone to provide clarity and definition. You can be that person. You can fill in the void left by the lack of direction.
You will do that with a Strategic UX Vision. Your vision will add detail and definition to the vague statements and missions, asking the all-important question: “How will our best work lead to better lives for our customers, users, and even our colleagues?”
When you craft and promote your vision, you’ll infuse meaning into your organization’s work. It’s no longer about moving business numbers up and to the right. Your work will now be about concrete improvements to the lives of customers and users.
Increase the UX team’s contribution, influence, and value.
Your experience vision will win you influence across your organization. You’ll use that influence to win over your executives and senior stakeholders to become strong champions for better-designed products and services.
As an emerging UX leader, you’ll use your vision to influence the product roadmap and define your organization’s direction. You’ll use your newly refined persuasive storytelling skills to offer a clear, human-centered plan for how your organization will improve people’s lives.
You’ll make work meaningful again for you, your team, and everyone involved in building great products. Your Strategic UX Vision will clarify how better UX benefits your organization and why it’s an essential path to success.
Part 1
Organizations and teams say they’re human-centered. Yet, you never hear them mention the actual humans their work and projects are about. They fall back on generic labels, like “user” and “applicant,” because nobody introduces them to real people who will benefit from a better-designed product or service.
UX outcomes can make your organization truly human-centered. They are a simple technique for making daily work more delightful and valuable to the people who use it. The magic of a UX Outcome is that it shows teams precisely how their work will improve the lives of real people.
UX Outcomes will become the basis of our experience vision. They will serve as a measurable destination for our teams as they execute the experience vision.
Uncover how you’ll…
Demonstrate the improvements you’ll make to users’ and customers’ lives while raising the value of your UX team across the organization.
Identify your OKRs by connecting your UX outcomes with your organization’s most critical business objectives.
Establish a human-centered ‘definition of done’ that pushes everyone to ensure what you deliver is of the highest quality.
Part 2:
Experience Visions are how we rally the entire organization toward delivering better-designed products and services. We create and sell a compelling vision of our future users' experiences to show people how great UX design improves people's lives.
The experience vision is a full-story, shared-understanding version of our UX Outcome. We expand the UX outcome into a story that will inspire teams across our organization to work together to deliver great customer and user experiences.
Uncover how you’ll…
Inspire everyone across your organization to become part of delivering a best-of-class user experience.
Prevent stakeholders from constantly changing priorities and chasing shiny objects by presenting a more compelling vision.
Gain a seat at the table because you’re now influencing the most important decisions that affect what you deliver to your customers.
Part 3:
Before you can start selling your experience vision, everyone needs a shared understanding of your product or service's current experience. To appreciate why your vision is so powerful, everyone must see clear improvements for your customers and users.
Strategic UX Research will play a critical role in crafting your experience vision. Your team will uncover innovation opportunities that will become the basis of your vision story. By surfacing the frustrations that today’s users experience, you’ll provide an inspiring baseline for teams to build out your ideal vision.
Uncover how you’ll…
Establish your continuous UX research capability, providing essential insights for making important design and product decisions.
Ensure your products provide solutions for your customers’ biggest challenges, not just functionality that a stakeholder thinks is cool.
Build expertise across your organization, transforming everyone into the world’s foremost experts in who your users are and what they need.
Part 4:
At its core, an experience vision is a story about what it will be like to use or experience your products or services in the future. It contrasts with the current experience we use to rally the organization's imagination and motivation.
We’ll examine envisionments from Apple, Microsoft, Nokia, and others, deconstructing the essential elements of a compelling vision story. Then, you’ll explore how to plan and conduct experience vision workshops, forming the basis of the process you’ll use to create various envisionments.
Uncover how you’ll…
Engage your best storytelling skills to demonstrate your vision’s tremendous value to customers and users.
Inspire executives, stakeholders, and peers across the organization to support your vision of a human-centered experience.
Influence every product roadmap decision and clearly define when each product is ‘done’ and ready to ship.
Part 5:
An experience vision describes an organization's long-term goal, and the product roadmap describes the path teams will take to achieve that vision. The roadmap becomes the starting point for every team’s journey as they deliver better-designed products and services.
Every item on the product roadmap needs to be a baby step towards the vision. The vision becomes a framing mechanism to ensure the organization prioritizes work that delivers better user experiences.
Uncover how you’ll:
Ensure your product teams deliver a better experience with everything they release.
Accelerate development times by reducing technical debt and providing a better context for the product’s future evolution.
Shift from delivering new features to providing increased value as product and development teams focus on users’ experiences.
Topic 6:
Our experience vision won't work if we keep it a secret. We must ensure the entire organization knows what our better-delivered user experience could be.
We'll discuss how we socialize our vision, keeping it alive through regular integration with daily product development efforts. We'll also discuss how we get the attention of essential stakeholders and executives to get the support we need.
Uncover how you’ll…
Provide vital input into your organization’s most significant challenges by showing how customers win when you focus directly on their needs.
Capture the imagination of executives and senior stakeholders with a compelling story of where the organization needs to go.
Demonstrate that UX is strategically valuable and much more than the “make it pretty” team that only cleans up messy screens.
Topic 7:
Navigating organizational politics is always challenging. Yet, when your goal is to define the future direction of your organization’s products and services, it’s inevitable that you’ll encounter political obstacles.
You’ll need to learn the tricks and techniques for negotiating politics and winning over stubborn stakeholders. Once you’ve excited them about your vision, they'll become your biggest supporters. It starts when you get these challenging stakeholders to see how your vision benefits them.
Uncover how you’ll…
Identify your stakeholder’s top priorities so you can address them directly in your vision.
Increase your sensitivity to a stubborn stakeholder’s resistance to demonstrate how you’re mitigating any perceived risk.
Pinpoint which stakeholders will likely be the first to embrace your vision so you can onboard them as early vision supporters.
Topic 8:
For your organization to achieve the vision you’ve come up with, they’ll have to see constant progress. With every new release, your executives, stakeholders, and peers will need clear signals that the products are improving and the customers are seeing improvements.
The most effective way to measure the progress and success of your vision is to build metrics around the outcomes. You can track the positive changes in the world that are now occurring because you’re improving your products and services. This will keep your organization inspired as they track the positive gains from executing on your vision.
Uncover how you’ll…
Connect the dots between great UX and business success when you develop metrics based on the incremental baby steps of your vision.
Establish how great user experiences are for your organization’s success with clear and understandable UX metrics.
Prevent substantial residual expenses from accumulating when your teams deliver poorly designed products and services.
Topic 9:
You need to capture your organization's imagination and inspiration. You’ll do that when you build a shared understanding of your users and customers, what they need, and their current experiences.
That’s where a strategic UX research agenda comes in. Your agenda will make everyone in your organization the world’s foremost expert on your users' and customers’ needs. This game-changing approach will make your UX research team invaluable to your organization’s long-term strategies.
Uncover how you’ll…
Grow your Strategic UX Research to go beyond what competitors offer and turn your organization into a market-leading innovator.
Guide every product release by prioritizing a human-first approach as you move closer to achieving your vision.
Create organization-wide efficiencies as you fine-tune every department’s efforts to precisely what your customers need.
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