Category Archives: UX and other work stuff

I’ve had a few people ask me to explain what strategic UX is lately and as I list it as a skill of mine, this post is probably quite overdue. If you don’t know the term UX already, check out this wikipedia article before reading on.

We’ve all heard the debates over what user experience designers actually do and what their job title encompasses. Just in case you haven’t, check out the transcript of Jesse James Garrett‘s Memphis plenary address. It was given in 2009 but still sums up the problems with our job titles and areas of expertise very well.

I would say that strategic UX just a phrase to describe a way of working or a set of skills that are starting to become useful. Kind of like interaction design or information architecture. It’s probably still controversial to compare it in that way but I can’t see it going away any time soon.

If, like me, you work in a fast paced marketing agency where the majority of people haven’t got a digital background, the above/below line is blurring and the campaigns have a remarkably small lifetime, finding time and space for traditional techniques is tough.

So strategic UX becomes a valid choice. But what is it?

As you progress a little further in your UX career, you begin to realise that waiting to be handed a list of documents to output just isn’t going to cut it and that to really shape the user’s experience to the best of your ability, you need to get involved earlier. That often, by the time UX is looped in, the important decisions have already been made.

Strategic UX could be summarised as ‘getting involved earlier’. The following points are the key changes I’ve found myself making as I’ve begun to shift the style of work I’m doing.

1. Learn the business talk

   In marketing and advertising, we are in the business of solving our clients’ challenges and selling their products. You can’t be effective unless you understand their language.

   Find out what KPIs and value propositions are.

   Whenever you are faced with a choice the focus of your work, you can relate back to these to help you clarify your decisions. These will also be the measures of the project’s success.

2. Be comfortable talking to everyone

   You need to be able to meet the clients to hear their requirements in their own words and to be able to explain what you do to the suits concisely and quickly.

   You need to gain the trust of the creatives and support them constructively then be able to brief in the developers when they bring your wireframes to life.

   This is not a quick or easy task but stick at it. It might require some extra study or it could just require a bit of extra listening but it will definitely be worth it.

3. Go to the brainstorms and the project kick-offs

   Yes, they are scary. Yes, it can be intimidating. But push yourself forward.

   You don’t have to contribute something amazing every time but speak up – especially if you are the only digital specialist in the room.

   The stuff that is simple logical sense to you is a new way of thinking for some people. The obvious is worth stating.

4. Let the process go a little

   Time is always short and there is always more work. Perfection would be wonderful but who has the budget for that?

   Tailor your approach to the time and budget then know when to stop and step away. UX can be less about amazing interactions and more about producing the bare minimum of documents to align thinking in the quickest time possible.

   If you help set the project path right at the start, you will know exactly what to do to make sure that the user experience is coherent across all media and touch points.

   Don’t let go entirely and stick to your principles but be easy to work with and be reactive.

5. Become best friends with the planners

   This lot are stellar researchers and are a font of incredibly detailed brand knowledge.

   They can give you the information you need to be specific – Who are you targeting? Why will your audience care? What will get them excited?

   Don’t work for all users – work for the ones you are trying to hit. Be more effective by cutting through the noise and tailor your approach to the people who will react to it.

6. Learn to take critique

   Ask for it early and take it all on board. Approach the creative lead, the planner, the project manager and the tech lead.

   Keep the group small to keep it efficient but make sure everyone gets a chance to review your work. Doing this up front saves incredible amounts of time and confusion.

   Remember who is giving it and their perspective – you won’t need to incorporate it all and you can disagree.

   When people are passionate about their work, they will have thoughts on what you are doing. This is not a bad thing.

7. Hold your nerve

   Trust your skills and instinct. Be proactive, work fast and don’t wait to be told what to do.

   The project direction could change at any point so get used to it and don’t let it throw you. Don’t take it personally.

   Get some training and learn to present your work like a creative. Everything is a mini pitch. Each time you present, it’s a chance to show off what you do, gain trust and earn a little more kudos.

8. Stay with the project

   Don’t drop out when your booked time is done. Stick with it.

   Make sure your work gets made as you intended it and be around to re-consider your approach if the goal posts move.

   Unless you have left a job or your contract ended, saying that your work wasn’t followed, is a lame excuse. You’re consulted for your expertise so see it through production.

Scary? Yes. New? For sure. Worth the leap of faith? A hundred times over.

Email me your opinions or questions if you’d like to.

Leisa Reichelt is writing a book on Strategic UX at the moment and I will be grabbing a copy as soon as I can. These are my thoughts but I can’t wait to read hers.