19 Dec 2016
Digital Strategy is more than User Experience Strategy
The world interacts in digital ways now. My teenage daughter, upon hearing a dial up modem sound on a movie, didn’t understand why anyone would listen to that noise. That noise was a digital signal communicating over analog lines. Analog ways of connecting have dominated our lives until the past 10 years. Receipts coming via paper, phone calls instead of text messages, and face to face purchasing versus online. Even the personal shopper business, a high touch business, has been shifting to digital with companies like Stitch Fix and Trunk Club (bought by Nordstroms).
It is for this reason many businesses have to rethink how they are doing business to change to a purely digital world. Do I call someone or text them? Do I hand them a receipt or email them a receipt? Analog versus digital changes the way we do things.
We talk to our customers about Digital Strategy and the term gets confused. Some people have told them they need a user experience plan. Others a digital marketing plan. Their technical team has told them they need an architecture to support the new digital data. But these are limited slices for what makes our Digital Strategy work. Digital Strategy is not just user experience strategy. Digital Strategy is not just marketing strategy. Digital Strategy is not technical architecture.
A strategy is defined as a plan of action designed to achieve a major or overall aim.
Digital Strategy is the intersection of what the user desires, what will move the needle for the business and is technically feasible given a budget. Here is why we want to make that distinction clear.
Ensure strategy is desirable and usable – meeting the micro moments as the user expects and demands
Users are in a constant state of multitasking and handling distractions. We need to understand where users are paying the most attention, experiencing the highest emotion and appreciate the value you provided in that intentional engagement. Getting this intentional engagement right will create a larger divide with competitors that don’t. Each of those opportunities defines a moment to build brand loyalty, add to the experience, and manage the user’s opinion of your brand. Strategy needs to be defined by research and analysis of the market to it meets the expectations and demands of your users.
Make sure your UX Strategy is aligned with your business goals
Once we have these micro-moments, we want to ideate on features and problems we can address which align with your business goals. Often these sound like “If we build in a one-touch check-out system when our customer is here, our revenue will increase because they don’t forget and come back to it later.” Strategy needs those innovative features to align with business goals and meet people in the moment where they have the need.
Ensure your Architecture is engaged and validates what is feasible
Technology has already changed the world: the way we live, the power we as customers have, and how businesses operate. The pace of innovation can be dizzying. Ensure that your architecture team is engaged and validates what can be done quickly to help move the needle and shape your strategy.
How do we get started? Kapok Digital work together with you in strategy. Why?
You are the experts on your audience. We know tech and innovation, so we can help you know what is reasonable and possible. We know that a good strategy will allow us to find a simple solution we can quickly build and prove before signing up to spend too much on one idea. Let’s chat about your strategy.