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What is User Experience (UX) Strategy, anyway? 

 April 1, 2013

By  Gavriel Shaw

Catriona at Archer Group defines UX Strategy by highlighting its 4 primary components:

  • Where are you now? Define the value you’re delivering to your users today, identify known issues, and explore ways your product can realize what the business hopes to achieve.

  • Where do you want to be? Specify the purpose of what you’re building and what needs it will address. Identify opportunities to enhance your product and the guiding principles that will inform product design decisions. Explore all phases of a user’s interaction with your product to identify how all product components will fit together.

  • How will you get there? Plan the development of your product to accommodate continual enhancements while maintaining cohesion across the experience. Translate your plan into tangible requirements.

  • How will you measure success? Define what success looks like for your product and what methods will be used to validate your product’s success.

This fits well with my preferred systems thinking method ‘theory of constraints‘ (TOC) which uses the following logical thinking process:

  • What to change? (where are we now that we don’t want?)
  • What to change to? (where do you want to be?)
  • How to cause the change (how will you get there?)

TOC makes use of ‘left brain’ logic diagrams to map out answers to these questions, while UX usually takes a more ‘right brain’ design approach.

Get to grips with both for a holistic approach to Experience Design.

Gavriel Shaw


Gavriel has product and marketing expertise from a variety of roles, including CMO, Head of Growth, Head of Marketing, eCommerce Director, Web Marketing Director, Product Marketing Manager, and Senior Copywriter in various sectors, both B2C and B2B.

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