Chess and UX Strategy

For a company, what constitutes a great user experience strategy? Is it the strategy that provides the best possible experience for the users or the strategy that generates the most revenue?

In my mind, it is neither. A great UX strategy is the approach that best supports the company’s overarching business strategy. There may be an innovative company whose UX strategy is to deliver the best user experience in the industry. For another company that bases its business strategy on superior technology, it may be to simply deliver good enough experience for their users.

Should your company aim to be an industry pioneer in UX? Or should you replicate the successful strategies of other UX leaders? If you decided to be an industry leader, what organizational structures and capabilities would be beneficial?

UX strategy starts by understanding how your UX fits into the larger picture of your organization.

It is constructed to support the business strategy and guide how different parts of the organization will impact (and be impacted by) the UX strategy.

From this point, the strategy needs to guide the setup of your UX division and how the individual projects are conducted. This will help to ensure the delivery of a user experience that fits into the larger picture of the company’s offerings.


Levels of UX Strategy


Join me for a webinar on Thursday, July 28, 11am-Noon PST in continuing this discussion about the 5 levels of UX strategy. Submit your questions and register for free:

Update: The 5 Levels of UX Strategy webinar is now concluded. You can watch the full video recording of David’s presentation on this topic, including a live Q&A session, below:



David’s slide deck from this presentation can be viewed here.


By David Juhlin

David Juhlin is a User Experience Consultant at Bentley University. He provides consulting services to clients all over the globe and oversees his own company called GoUsability. He also teaches Online UX Research at Bentley University, and last year, contributed a section about tree testing to Elizabeth Rosenzweig’s book Successful User Experience.

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