A Strategic UX Vision (also known as an experience vision) is one of the most powerful tools for growing the contribution and value of user experience work inside your organization.
You will use your research of your users’ experiences to craft a story about how much better the future will be for your users and customers, and then lead that vision— a vision that demonstrates how investing in great UX translates into benefits everyone in your organization can clearly see.
People understand user experiences when they find themselves in the middle of them. Think of all the times a friend complained to you about a frustrating experience with a product or service. They gave you a step-by-step rundown of why things got worse with every twist and turn of the story. Their journey was so frustrating that it was easy to feel the intensity of their emotion.
Imagine the company that frustrated your friend did something to make it right. They not only fixed the problems, but they made up for it with a totally delightful experience. Again, your friend would walk you through that new adventure step-by-step. You’d feel instantly how much better the experience was.
That’s how your Strategic UX Vision will work. Like your friend’s story, you’ll pack it with emotion. You’ll use the emotions of frustration and disappointment to describe the experiences your customers and users are struggling with today. And you’ll communicate the joy and delight your future customers and users will have when you’ve made huge improvements.
During the Craft + Lead A Strategic UX Vision Intensive, Jared will show you how to put your storytelling skills into high gear. He’ll share best-of-class examples from Apple, SafetyCulture, ATT, Nokia, and Microsoft. You’ll learn what works effectively and common traps you must avoid.
At the heart of your vision will be a story of how you, your team, and the rest of your organization are working together to improve the lives of your customers and users. Nobody wants to deliver frustrating products and services.
Instead, everybody wants to be part of something that brings joy and delight. Like you, they want to be proud of what your organization delivers. They want to proudly tell their friends and family, “That was something I helped build.” They want to be inspired to deliver great products and services.
In the Craft + Lead A Strategic UX Vision Intensive, Jared will explore how to inspire your teammates, peers, stakeholders, and executives to deliver delightful products. You’ll discover how a simple story of a great experience can fire up the entire organization and rally everyone behind the cause of delivering great UX.
For most products and services, delivering something great starts with eliminating all the frustrating bits. Then, you need to anticipate your user needs and exceed their expectations. That’s how you’ll make exceptional products and services.
You'll need solid UX research to identify what frustrates your current customers and users and their unmet needs and expectations. Guessing will not yield this essential knowledge.
You’ll need to meet with your customers and closely observe their experiences. You’ll spend time with your users, doing “deep hanging out.”
This approach to rich experiential research will provide the insights and depth you need to identify the essential story elements of your Strategic UX Vision. You’ll identify patterns of frustration present in many of your users’ and customers’ current experiences, and you’ll have no trouble seeing where you can improve their lives.
As part of the Craft + Lead A Strategic UX Vision Intensive, Jared will share his vast expertise in how UX leaders successfully grow their UX research efforts. You’ll discover how to access hard-to-reach customers and users, bypass the politics that prevent research in many organizations today, and build a proactive research effort that delivers innovative, groundbreaking insights into your organization.
Want to know about how a Strategic UX Vision can become an inspiring prophecy in your organization? Read this article by Jared about how Apple used a Strategic UX Vision in the 80s and 90s to become one of the world’s most successful companies.
Learn more about our Craft + Lead a Strategic UX Vision Intensive on October 7-11, 2024.
