Strategy: UX Strategy

Metrics are the signals that show whether your UX strategy is working. Using metrics is key to tracking changes over time, benchmarking against iterations of your own site or application or those of competitors, and setting targets.

Although most organizations are tracking metrics like conversion rate or engagement time, often they do not tie these metrics back to design decisions. The reason? Their metrics are too high level. A change in your conversion rate could relate to a design change, a promotion, or something that a competitor has done. Time on site could mean anything. Read More

Some people mistakenly use the terms user experience and usability almost interchangeably. However, usability is increasingly being used to refer specifically to the ease with which users can complete their intended tasks, and is closely associated with usability testing. Therefore, many perceive usability to be a rather tactical aspect of product design. In contrast, UX professionals use the term user experience much more broadly, to cover everything ranging from ease of use to user engagement to visual appeal. User experience better captures all of the psychological and behavioral aspects of users’ interactions with products.

To help define the objectives and scope of user experience efforts, as well as enable their meaningful measurement, I would like to propose a conceptual framework that describes four distinct elements of user experience, as shown in Figure 1, and how they interact with one another in driving better product designs. Read More

This month in Ask UXmatters, the UX professionals who belong to our panel of experts discuss the relationship between User Experience and branding, comparing their scope and the value they deliver to an organization. Our experts then consider the relationship between User Experience and Customer Experience (CX).

Our panelists also explore the measurement of brand strategy utilizing KPIs and UX measurements. Plus, they consider the importance of consistency in the brand experience. Finally, our experts look at the impact that all of the touchpoints for a product’s or service’s user experience have on the brand experience. Read More