User Experience Design

CHAPTER 15EXPERIENCE STRATEGY: INTRODUCTION: Building the right scaffolding for a user‐centric organization

What Is Strategy?

The word “strategy” can mean different things to different people. So we turn to Michael E. Porter, the founder of modern business strategy and one of the world’s most influential thinkers on management and competitiveness, to define the word.

In a Harvard Business Review article, Porter defines strategy as:

• Creating a unique and valuable position through a set of business activities across the organization;
• Making trade‐offs as the company competes in the market—choosing what not to do;
• Creating “fit” among a company’s activities so that they interact and reinforce one another.

HERE’S AN EXAMPLE!

For example, Vanguard Group aligns all of its activities with a low‐cost strategy; it distributes funds directly to consumers and minimizes portfolio turnover.

Strategy requires identifying and articulating a differentiated positioning. However, it also encompasses the choice and fit of the day‐to‐day activities that reinforce the strategy. That is the approach we take in this experience strategy section.

1. The Impact of Experience Strategy

As discussed in Part 1, the world we live in today is vastly different from the early 2000s and 2010s. People expect products, tools, and processes to be digitized—and that’s the bare minimum. With a dizzying ...