Executive Summary – User Experience Strategy

Overview

Have you ever been to a site and nothing about it made any sense? What was the name of it? Can’t think of it? Exactly, most poorly designed sites are promptly back clicked away and forgotten. A site that is forgotten probably didn’t start off with a User Experience Strategy. These sites do not resonate with their audience and if an ad was used to direct them to the site that was a wasted paid for click.

A User Experience Strategy (UXs) is the 1st step of 5 when designing a user experience. In the strategy step, you are defining the “user’s needs” and “site objectives”. When defining the User’s Needs, you are looking for – “externally derived goals for the site; identified through user research, ethno,/techno/psychographics, etc.” Site Objectives, you are looking for – “business, creative, or other internally derived goals for the site.”

Positives Impacts

  • Reduce sites bounce rate

  • Increase time on sites

  • Higher click rate

Negative Impacts

  • Time to define user’s needs

  • Time to define site objective

Impacts on Business

As a online marketing and consulting agency, and as an industry, we must maintain our high standards and continue to incorporate a user experience strategy at the beginning of any web or app projects. By following this approach we will create thoughtful, targeted projects that resonate with end-users and result in increased time on sites, and higher click rates. If the site resonates well, less money will have to be spent on advertisements, site presence will grow more organically and more profits can be gained. The inverse can also happen if the strategy isn’t followed. Time is a factor in using this strategy, when researching needs and objective. The time aspect can be reduced by involving other departments: marketing, communications, and management. Each department would give a piece to the puzzle.

Recommendation

I would recommend that we formally incorporate the User Experience Strategy (UXs) into our business process. By doing so, we are assured that the process is followed. We should implement this to the following departments as part of boilerplate forms: sales, marketing, communications and development. This way all parties are contributing to the development of products that will meet user’s needs and site objectives. If we are able to accomplish this, our clients sites will generate positive results and more revenue will be gained. We can also use UXs as a means to recruit clients. We offer site and app reviews and send them a critique of their property detailing what appears to be UXs and user’s needs and site objective.

I also recommend that we go through in-house and inspect our website and intranet to see if it meeting user’s needs and site objectives. If it isn’t, there will be a need to update these sites.