Anna Kaley is the Director of Consulting at NN/G. She brings over 19 years of experience in UX architecture, digital strategy, UX writing, content strategy, design, and user experience consulting.
Content involves 4 phases: planning, creation, maintenance, and removal. Done right, this enhances the business value of digital content and its impact on the user experience.
Each component of a UX strategy plays an important role in helping teams work toward a better future state of the experience by aligning user needs with business priorities.
Define objectives and measurable key results to guide and track UX work. Use OKRs as a tool to align your team, provide focus, and a tangible way to monitor progress.
Teams often fall into the trap of focusing on outputs (features, deliverables, and artifacts). Instead, a mindset shift of working toward purposeful outcomes (problems solved, needs addressed, and real benefits) leads to better results.
UX professionals should share user feedback and insights with team members from other disciplines early and often. Weekly UX progress reports keep findings and progress transparent without overloading people with too much information.
Use a flexible responsibility-assignment matrix to clarify UX roles and responsibilities, anticipate team collaboration points, and maintain productivity in product development.
Instead of feature-focused roadmaps, theme-based UX roadmaps visualize experience strategy by communicating high-level opportunities and problems to solve. Include these 7 elements in each theme on the roadmap.
How does a user story map differ from a customer journey map? A journey map is from the perspective of the person's experience, whereas a story map is from the perspective of the product and what it takes to deliver the user experience.
