[Sigia-l] [IxDA Discuss] User Experience Strategy (prady)

[prady]

On 8/1/07, Troy Winfrey <twinfrey at gmail.com> wrote:
> prady pradyotrai at gmail.com wrote:
>
> > The other problem is in implying UX strategy is always directly linked
> > for innovation for future prospects. This notion assumes that UX
> > drives the business strategy. IMHO, it may be a case for Google, Apple
> > and few others, but largely UX Strategy is a micro strategy for
> > business/marketing/IT strategy.
>
>
> I'd argue that UX is a significant component of Google's business strategy,

Troy, there is no conflict in our point of view. You elaborated what I
said about Google and Apple. And don't get me wrong, I love
Google/Apple and stood in the line for my iPhone (and ended up buying
2 of them ;-)

My point was towards understanding the big picture strategy before we
build the vision (a.k.a. Strategy) for UX. Top-down appraoch, as I
call it. It is important  that we understand UX is all good and
important, but the extent of which it is applied to any business
varies. And it varies because companies has limited resources, and are
good at doing just few things. I outlined few examples. In WalMart
case, they failed to leverage it, because UX is not their core
competency and they are better off doing something which they are good
at -- managing their supply chain and dominance with "always low
cost". UX for them doesn't make sense at all. They tried and failed;
and very good example to quote is the one where they tried and failed
against NetFlix, who had the dominant strategy with UX based
innovation.

This is important to understand because if you work for a player whose
dominant strategy is something else, talking about UX will just be
icing on the cake. And you will feel as a victim after you have build
all the beautiful UX case for them.