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User Experience Strategy : Realizing the value of User Experience
Providing a quality user experience is an essential sustainable competitive advantage in an expanding set of markets. It is user experience that encompasses all aspects of the end-user interaction with the company, its services, and its products. It is an approach to create successful experience for people in any medium.
Good Strategy requires awareness of the full range of possible tactis. Every project requires a custom-tailored approach based on the business's available resources, capabilities, timeline, and budget, and a whole slew of real-words constraints. But that doesn't always mean that it needs to be expensive or take forever. We have to find the sweet spot between the user's needs and the business goals.
A trap that a lot of businesses fall into is thinking that they are their own end users. If you make assumptions about the people you expect to use your product or service - who they are, what makes them beat - you will probably always be wrong. Instead, if you take the time to get to know them, and hire appropriate people to facilitate the process, and you can ensure you will get it right.
The key point is that within an increasing number of markets, business can no longer afford to formulate strategy without embrasing user experience.
Looking Forward: Good user experience design is a base requirement, not an add-on. We've reached a level of technological maturity where functional just isn't good enough. It is time to adopt more streamlined, smart, progressive and effective practices. Right in the beginning of designing the model, think of the user and user oriented design first and then create an application.