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A framework for full-stack user experience strategy: Product, practice and purpose
Journal of Digital & Social Media Marketing,
7
(1),
6-27
(2019)
Abstract
User experience (UX) strategy is a professional field plagued by narrow definitions and divergent perspectives. UX strategists often think too small and fail to bring order and clarity to their work. This paper describes a repeatable process for UX strategy formation and provides an example of a comprehensive, yet flexible framework designed to bring order to chaos. The ‘full-stack UX strategy framework’ provides a new understanding of UX strategy as a holistic system suitable for defining goals and paths for high-priority UX issues in any organisation. Ultimately, the framework empowers strategists to make products more delightful and usable, to enhance service experiences, to build highly effective UX practices and to make the world a better place.
Keywords: user experience; strategy; product design; UX leadership; service design; competitor analysis
The full article is available to subscribers to the journal.
Author's Biography
Ben Judy is Head of User Experience at 7-Eleven, where he has grown the UX practice from a team of one to more than 25 designers and researchers. He has previously worked with innovative design teams at Intuit, Novation, CBRE and Sabre.
Lily Bather is a member of a multidisciplinary user experience team at 7-Eleven, crafting their next generation of software applications. She is a visual designer, creative thinker and avid advocate for usercentred design. She specialises in human-computer interaction and believes in the power of strategy and collaboration. She has been a part of design projects in Ericsson, Deloitte and Boy Scouts of America.
