UX Strategy, 2nd Edition

Chapter 1. What Is UX Strategy

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What Is UX Strategy?

Two roads diverged in a wood, and I—I took the one less traveled by,And that has made all the difference.*

—Robert Frost

Last year, I was in a bad mood after a Sunday afternoon meeting with a colleague who needed help planning a workshop. Maybe it was because I disdain working on weekends. Maybe it was because commuting from the Eastside to the Westside in Los Angeles is always a horrible idea. Or maybe it was because the thought of leading a glorified brainstorming session for C-suite execs just never sits well with me. Whatever the reasons, my mood got even worse when the car behind me hit mine so hard that my half-eaten foil-wrapped burrito flew from my backseat and into my windshield.

The driver and I immediately got off the jammed freeway to safely deal with the incident on a residential street. My car was so smashed up that the gas tank had become unhinged. Fortunately, neither of us was hurt. The other driver was insured and even apologetic. Anyway, while I stood on the side of the road feeling all my feelings with this stranger, I knew that the next task was to figure out how to process my first claim with my high-tech car insurer Metromile.

Metromile is a San Francisco–based mid-sized startup that aims to disrupt the auto insurance sector with their innovative business model and use of telematic technologies. Instead of charging customers a fixed premium for a yearly policy, they use a low monthly base rate ...