Šta je to UX strategija i da li vam je zaista potrebna?

UX strategija je jedna od glavnih tema o kojoj se u poslednje vreme raspravlja u dizajn krugovima. Najčešće se postavlja pitanje šta ona zapravo podrazumeva i da li bi kompanije koje kreiraju i prodaju digitalne proizvode trebalo da se bave razvojem UX strategije.

U svojoj osnovnoj formi, strategija određuje detaljan plan akcija kojima će se ostvariti postavljeni ciljevi kompanije u određenom vremenskom periodu. Kada govorimo o UX dizajnu (dizajnu korisničkog iskustva), strategija podrazumeva definisanje načina na koji će se efikasno spojiti ciljevi kompanije sa potrebama korisnika kako bi se dizajnirali uspešni proizvodi koji donose opipljiv ROI (prihod u odnosu na investiciju).

Pripremila: Marijana Mrkalj za Koncept
 

koncept-spicefactory-designed_rs-01

Kako je UX dizajn postao glavni faktor diferencijacije proizvoda od konkurentskih rešenja na tržištu, vreme je da se njime pozabave više instance u kompanijama i da se za stolom uprave nađe i CxO ili Chief Experience Officer. Međutim, to će se desiti samo ukoliko postoji jasna strategija za postizanje diferencijacije i konkurentske prednosti kroz kreiranje pozitivnog korisničkog iskustva.

U idealnim uslovima, UX strategija bi trebalo da bude vidljiva celokupnoj organizaciji - nešto nalik svetioniku koji vodi UX dizajn u pravcu uspeha i daleko od uobičajenih grešaka koje vremenom ubijaju svaki novi proizvod. Izuzetno je važno da se unapred definiše kako će taj uspeh da izgleda, odnosno da se odrede specifične UX metrike na osnovu kojih će se meriti uspeh.

Pojedini dizajn timovi će se fokusirati na metrike kojima se meri uspeh proizvoda, gde je upotrebljivost kao mera potencijala proizvoda za postizanje ciljeva korisnika neizostavni deo te jednačine. Drugi će se pak fokusirati na uspeh pojedinačnog projekta. Krajnji cilj je rešavanje poslovnih problema kroz dizajn koji podrazumeva i ispunjavanje potreba samih korisnika.

Kako bi se ovo postiglo, digitalni proizvod mora pažljivo da se istraži, dizajnira i validira kroz testiranje upotrebljivosti, a UX strategija sve to uzima u obzir.

Definišite UX strategiju u 5 koraka
Strategija korisničkog iskustva (UX-a) sagledava ključne pokretače biznisa, a zatim određuje mogućnosti, prioritete, rokove, neophodne ljudske resurse i budžet.

Ukoliko niste sigurni odakle da počnete, uz pomoć ovih 5 koraka ćete znatno lakše osmisliti vašu UX strategiju:

  • 1. Definišite indikatore ključnih performansi (KPI), kao i namere i ciljeve biznisa
  • 2. Uskladite UX strategiju sa ciljevima vašeg biznisa i zatim odlučite šta vaš proizvod treba da bude. Ključna pitanja su: a) na koji način će proizvod pomoći u postizanju određenog poslovnog cilja i b) na koji način će pružiti vrednost krajnjem korisniku.
  • 3. Definišite plan razvoja proizvoda
  • 4. Dokumentujte ko će sve biti uključen u razvoj proizvoda. Ovo je posebno važno ukoliko na projektu rade multi-funkcionalni timove.
  • 5. Odredite budžet i krajnji rok za završetak projekta.

Kako UX strategija izgleda u stvarnom svetu?
Različite kompanije imaju različit pristup UX strategiji, pa tako ne postoji univerzalno rešenje. Bitno je da se odlučite za pristup koji najviše odgovara specifičnim potrebama vaše kompanije i vaših korisnika.

Na primer, kompanije koje nemaju ustaljenu UX dizajn praksu koja obuhvata sva iskustva interakcije korisnika sa kompanijom u digitalnom okruženju najčešće kreiraju ad hoc plan za dati projekat. Na taj način definišu ciljeve koje kompanija nastoji da ostvari, da bi zatim oko te strategije izgradile proizvod. Ovaj model je tipičan za digitalne agencije koje imaju za cilj da želje svojih klijenata ugrade u UX dizajn koji će oblikovati profitabilni proizvod.

Drugi primer bi bila kompanija vođena UX dizajnom, gde UX strategija određuje celokupan dizajn i odluke o proizvodu. Ovaj tip kompanije ima razrađen plan za razvoj proizvoda, zasnivajući svoju praksu na kontinuiranom testiranju, korisničkom feedback-u i iterativnom razvoju. Kultura ovakve kompanije se fokusira na iskustvo korisnika, a uspeh se meri putem metrika koje ukazuju na korisničko ponašanje i interakciju sa proizvodom.

Razvoj ovakve strategije zahteva vreme i trud, kao i posvećenost ljudi iz oblasti IT-a, interaktivnog dizajna, grafičkog dizajna i marketinga, budući da je cilj stvaranje koherentne celine od pojedinačnih interfejsa. 

U pojedinim slučajevima, mali dizajn tim može jednako efikasno da stvori strategiju i integriše poslovne ciljeve u proces planiranja UX dizajna. Na ovaj način funkcioniše tim koji stoji iza Koncept aplikacije. Mi smatramo da UX strategija podrazumeva sagledavanje šire slike, ali se takođe trudimo da stvari učinimo dovoljno jednostavnim kako bi svako u timu razumeo strategiju i učestvovao u njenoj implementaciji.

Naš CxO posmatra UX strategiju sa praktične strane: “UX strategija je proces skrojen prema scpecifičnom proizvodu i inkorporiran u biznis radi kontinuirog validiranja i pobošljanja proizvoda tokom njegovog celokupnog životnog ciklusa.”

Zalažemo se za ‘Design Thinking’ pristup (dizajnersko promišljanje), pa tako sve što radimo, radimo sa ciljem da udovoljimo potrebama korisnika na način koji podstiče razvoj biznisa.

Design Thinking kao strategija
U našem timu, Design Thinking proces koristimo kako bismo rešili realne probleme i pronašli najbolja moguća rešenja za naše klijente.

Stenfordov proces u 6 koraka izgleda ovako: koncept-spicefactory-designed_rs

Naš fokus je na izradi prototipova i testiranju. Zašto? Jer nam testiranje interaktivnih prototipova proizvoda sa realnim korisnicima na duže staze štedi mnogo novca i vremena. Pomaže nam da izbegnemo skupe greške vezane za upotrebljivost proizvoda.

Ovaj proces je deo UX strategije tokom koje pratimo korake prikazane na gornjem crtežu kako bismo kreirali korisničko iskustvo koje postiže određene poslovne ciljeve. Planiranju strategije prethode analize tržišta, konkurencije, ciljnih grupa i korisnika. Rezultat istraživanja je set specifičnih dizajn kriterijuma koji su dokumentovani kao deo strategije sa ciljem da se proizvod diferencira na tržištu.

Na izvestan način, mi nemamo jedinstvenu UX strategiju za više proizvoda. Veliki deo samog procesa vremenom evoluira, prateći promene u očekivanjima i potrebama korisnika.

Da zaključimo, strategija oslobađa UX tim suvišnog lutanja i daje im mapu puta koji treba da pređu kako bi osigurali bolje korisničko iskustvo proizvoda.

Profil

Morate se ulogovati da biste poslali poruku
Uloguj se | Registruj se

Komentari

dustyclick's picture
dustyclick
13:07 14/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Asia China pharmaceutical distribution ensures top services as to ensure customer satisfaction – such


services in Asia provide efficient results. You are not recommended to go with the cheapest services simply because they 1) limit your monthly bandwidth, and 2) share too many users per server, which also slows down your connection. These Interesting Facts


About Asia reveal much more than we knew, isn't it.





Look into my blog post - asia travel - Isaac -

bernielill's picture
bernielill
00:06 17/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Piece of writing writing is also a excitement,


if youu know then you can write if not iit is difficujlt to


write.





Here iss my web-site - amazon feedback request software update

horacionor's picture
horacionor
02:45 17/10/17

Replika na komentar | Designed.rs - Dizajn web portal

It'sɑctually a cool and helpful piece of infߋ.


I'm happy that youu simply ѕhared this hellpful information with


us. Please keep us up to date like this. Thank you for sһaring.








Have a look at my blog post :: еbay seller ratings unfair (product-qc.younetco.com)

juliostuar's picture
juliostuar
12:08 16/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Superb website you have here but I was curious about if you knew of any discussion boards that cover the same topics discussed here?





I'd really love to be a part of online community where I can get feedback from other


knowledgeable people that share the same interest. If you have any suggestions, please let me know.


Thanks!





Se você quiser saber um pouco mais de dados, recomendo que


olhe este site; Recomendado Web-site

terrigrune's picture
terrigrune
01:49 17/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Pretty nice post. I simply stumbled upon your blog and wanted to


mention that I've truly loved surfing around your blog posts.





After all I will be subscribing in your feed and I am hoping you write once more very soon!





My website :: how to get more amazon product reviews

tamelafjr's picture
tamelafjr
07:29 17/10/17

Replika na komentar | Designed.rs - Dizajn web portal

After looking at a fеw of the blog articles


on youг web page, I really appreciate your technique of wгіting a blog.


I saved it to my bοokmark webpage list and will be checkіng back soon. Take a look at my website as well and tell me һⲟw you feel.








my web paցe - how do u find a seller on amzzon (Sung)

selmabelle's picture
selmabelle
15:26 13/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Hi! This is kind of off topic but I need some help from an established blog.


Is it hard to set up your own blog? I'm not very techincal but I can figure things out pretty fast.





I'm thinking about setting up my own but I'm not sure where to


begin. Do you have any ideas or suggestions? Many thanks





My web site tips for better skin care (gta-drag.com)

debramanso's picture
debramanso
15:45 14/10/17

Replika na komentar | Designed.rs - Dizajn web portal

The funny thing is that these animals are considered harmless to humans.


So what kinds of things did the New World (the Americas) give to the Old World.


Next are the crucial reasons it is advisable to check


out prior to purchasing a trophy cabinet.





My website - travel to asia

kingloewen's picture
kingloewen
01:18 17/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Nіce answers in return of this difficulty wth firm аrguments and telling everything on the topіc of


that.





Here is my weblog what is positive feedback loop in biology

chiquitapi's picture
chiquitapi
06:10 17/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Ahaa, its fastidiouѕ dіscussiоn aboսt this paragraph at this place at this


weblog, I have read all that, so at this time me also commenting


hеre.





Feel feee to surf to mmy web-site - amazon prime instant video in europe

daniloprin's picture
daniloprin
15:33 12/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Helpful information. Lucky me I discovered your web site accidentally, I bookmarked it.








My blog post :: potapych-pizza.ru

arnulfob68's picture
arnulfob68
15:05 13/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Hi there to all, as I am actually keen of reading this weblog's post to be updated on a regular basis.





It consists of good information.





Review my blog :: Recommended Site

randellnob's picture
randellnob
08:56 13/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Today, I went to the beach front with my kids.


I found a sea shell and gave it to my 4 year old daughter and said "You can hear the ocean if you put this to your ear."


She placed the shell to her ear and screamed. There was a hermit crab inside and it pinched


her ear. She never wants to go back! LoL I know


this is completely off topic but I had to tell someone!








My website :: just click the following website

ronniebask's picture
ronniebask
02:48 17/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Howdy! Tһis post couⅼdn't be written much better! Reading


through this post reminds me of my previous roommate! He always kept preaching


about this. I am going to send this inforrmation tߋ him.


Pretty sure he will have a good read. I ɑppreciate you for sharing!








Here is my pⲣage :: free email encryption software reviews

remonawher's picture
remonawher
08:07 06/10/17

Replika na komentar | Designed.rs - Dizajn web portal

I just like the helpful information you provide for your articles.


I'll bookmark your blog and take a look at once


more right here regularly. I'm moderately


sure I will be informed lots of new stuff right here!


Good luck for the following!





Feel free to surf to my webpage; click the up Coming site

hershelmou's picture
hershelmou
02:03 13/10/17

Replika na komentar | Designed.rs - Dizajn web portal

I was recommended this web site by my cousin. I am not sure whether this post


is written by him as no one else know such detailed about my trouble.


You're wonderful! Thanks!





Also visit my blog post :: tips for cutting duct tape (Www.Desideriovalerio.com)

estherstua's picture
estherstua
20:01 06/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Greetings! Very useful advice in this particular post! It is the little changes that


make the biggest changes. Thanks a lot for sharing!





Se você quiser saber um pouco mais de detalhes, recomendo que encontre


este web page; o que é seo (www.afroditeannunci.Altervista.org)

lucasstuar's picture
lucasstuar
00:59 09/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Greate post. Keep posting such kind of information on your page.


Im really impressed by your site.


Hi there, You have performed a great job. I will certainly


digg it and individually recommend to my friends. I'm confident they'll be benefited from this website.








Se você quiser saber um pouco mais de detalhes, recomendo que olhe


este blog post Saber mais

jonahgorha's picture
jonahgorha
05:36 09/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Generally I do not read article on blogs, nevertheless


I wish to say that this write-up is incredible! Your writing taste


has amazed me. Thank you, very great post.








Also visit my web site Vigrx Delay Spray Review

erwinmowle's picture
erwinmowle
12:51 09/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Wonderful post, I’m going to put in more time exploring this topic.











Here is my site :: delay spray

evonne3860's picture
evonne3860
08:49 13/10/17

Replika na komentar | Designed.rs - Dizajn web portal

It's wonderful that you are getting thoughts from this paragraph as


well as from our argument made at this place.





Feel free to surf to my webpage - tips magnetic tape (mecawear.com)

mitchellme's picture
mitchellme
18:35 09/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Hello, i think that i noticed you visited my weblog so i got here to go back the choose?.I am trying


to find things to improve my website!I suppose its good enough to make use of


a few of your ideas!!





Visit my homepage ... go to this web-site

adelaidafi's picture
adelaidafi
16:57 12/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Hi there to all, how is the whole thing, I think every one is getting more from


this site, and your views are good in favor of new users.








Feel free to surf to my web-site ... skin care 5 tips for


healthy skin - http://webevcil.com/,

freyacover's picture
freyacover
07:20 17/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Thanks for аnother informative weeb site. Where else could I get


that type of info written in such an ideal method?





I have a miѕsion that I'm just now runnning on, and I have been att the


glance out for such іnfօrmation.





my page packing list envelopes Clear - wiki.gunthy.org -

ashleighbl's picture
ashleighbl
07:27 17/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Hi tһere! This blog post couldn't be written much better!


Going through this article reminds me of my previoᥙs roommate!


Hе always kept talking about this. I amm going to send tһis post to him.


Fairly certain he will haᴠe a very good read. Many thanks for sharing!











Stop by my site amazon mktplace pmts vs amazon.com

keiradunhi's picture
keiradunhi
20:25 28/09/17

Replika na komentar | Designed.rs - Dizajn web portal

Its like you read my mind! You appear to know so much about this,


like you wrote the book in it or something. I think


that you could do with a few pics to drive the message home


a bit, but other than that, this is wonderful blog. An excellent


read. I'll certainly be back.





My blog post ... Visit the website

kkccarrie2's picture
kkccarrie2
08:52 07/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Thanks for posting superb informations. Your web-site is really cool.





I'm impressed by the details that you have on this web site.





It reveals how nicely someone perceives this subject.


Bookmarked this web site, will come back for extra articles.


You, my pal, ROCK!





Stop by my web-site: aging ageing

luzregiste's picture
luzregiste
18:39 09/10/17

Replika na komentar | Designed.rs - Dizajn web portal

I do consider all of the concepts you have offered


to your post. They are very convincing and will certainly work.





Nonetheless, the posts are too short for starters. May just


you please lengthen them a little from next


time? Thanks for the post.





Also visit my blog - web

rewkay4948's picture
rewkay4948
22:33 02/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Excellent weblog right here! Additionally your web site so


much up fast! What web host are you the use of? Can I get your affiliate link


on your host? I want my website loaded up as quickly as yours lol





Feel free to surf to my blog post click for source

maryjogard's picture
maryjogard
03:48 09/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Thanks for the nice blog. It was extremely helpful for me.


Keep sharing such ideas in the future as well. This was in fact what I was trying to find,


and I'm glad I got here! Thanks for sharing the such information here.











Also visit my blog ... delay spray

zsuisaac82's picture
zsuisaac82
20:04 04/10/17

Replika na komentar | Designed.rs - Dizajn web portal

I wanted to thank you for this great read!! I absolutely loved


every little bit of it. I've got you book-marked to check out new things you post

mavisgann's picture
mavisgann
21:27 05/10/17

Replika na komentar | Designed.rs - Dizajn web portal

I'm not sure where you're getting your information, but great topic.


I needs to spend some time learning more or understanding more.


Thanks for fantastic information I was looking for this information for my mission.





Stop by my blog post - relevant resource site

geraldotow's picture
geraldotow
16:48 07/10/17

Replika na komentar | Designed.rs - Dizajn web portal

This resulted in people spending most of their life in darkness.


You can choose your break room within your budget to the wide range of variety.


The Mayans regarded corn as a sacred crop and it was brought back by Christopher Columbus when he returned to Spain.





Also visit my blog post: asia package holidays

albertharr's picture
albertharr
11:38 09/10/17

Replika na komentar | Designed.rs - Dizajn web portal

This website really has all the info I needed about this subject


and didn't know who to ask.





Also visit my site Web hosting tips for Beginners (www.venciclopedia.org)

maricelaa4's picture
maricelaa4
00:47 17/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Ηello eᴠerybody, here every one is sharing these knowledge, so it's fastidious to read this webloɡ,


and I used to pay a vіsitt tһis blog alⅼ the time.








Review my homepage; amazon customer service email us

delilahmig's picture
delilahmig
00:59 17/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Нello! This is kind of off topic but I need some help from an established blog.


Is it vvery difficult to set up your own ƅlⲟg?


I'm not very techincaⅼ but I can figure things oout pretty fast.


I'm thinking abⲟut setting up mmy oԝn but I'm not sure where to begin. Dߋ you have any points or suggestions?


Apprecіate it





Ⅿy ѡeЬ blog; amazon european union law

andrescarr's picture
andrescarr
20:58 29/09/17

Replika na komentar | Designed.rs - Dizajn web portal

Everything is very open with a clear description of


the issues. It was really informative. Your website is very useful.





Many thanks for sharing!





my web blog; what is vpn server and how it works - asfarcom.com,

amandamarq's picture
amandamarq
12:55 30/09/17

Replika na komentar | Designed.rs - Dizajn web portal

I loved as much as you will receive carried out right here.


The sketch is attractive, your authored subject matter stylish.


nonetheless, you command get bought an impatience over that you wish be delivering the following.


unwell unquestionably come further formerly again as exactly


the same nearly a lot often inside case you shield this increase.








Se você quiser saber pouco mais de fatos,


recomendo que acesse esse weblog ... segunda via de conta de


luz elektro pelo Codigo (www.vinyatree.com)

janismxp63's picture
janismxp63
15:12 02/10/17

Replika na komentar | Designed.rs - Dizajn web portal

great issues altogether, you just received a new reader.





What may you recommend in regards to your post that you made a


few days ago? Any positive?





my web-site ... pop over here

lukeneild's picture
lukeneild
22:32 02/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Asking questions are truly pleasant thing if you


are not understanding anything totally, except this article gives fastidious understanding yet.








my web blog :: go To these guys

benjamin12's picture
benjamin12
04:42 04/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Asking questions are truly good thing if


you are not understanding something totally, but this piece


of writing gives good understanding yet.





Se você quiser saber pouco mais de dados, recomendo que acesse esse webpage apenas clique em próximo post

shaunsowde's picture
shaunsowde
14:08 03/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Hi to all, how is everything, I think every one is getting


more from this web site, and your views are good for new


users.





Review my homepage :: tips for selling medical devices (http://re.tap4fun.com)

tabithager's picture
tabithager
15:25 03/10/17

Replika na komentar | Designed.rs - Dizajn web portal

I'm curious to find out what blog system you have been working with?





I'm experiencing some minor security problems with my latest blog


and I'd like to find something more secure. Do you have any solutions?








Also visit my homepage; Look At This Website

darrylclow's picture
darrylclow
00:21 04/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Thanks for the marvelous posting! I definitely enjoyed reading it, you're a great author.


I will be sure to bookmark your blog and will often come back very soon. I want to encourage one to continue your great job,


have a nice morning!





My homepage what is vpn on ipad 3 (andlog.se)

hansgoodso's picture
hansgoodso
16:38 03/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Hey would you mind stating which blog platform you're using?


I'm going to start my own blog soon but I'm having a


hard time selecting between BlogEngine/Wordpress/B2evolution and Drupal.





The reason I ask is because your design seems


different then most blogs and I'm looking for something unique.





P.S My apologies for being off-topic but I had to ask!





Feel free to visit my homepage :: best place to buy medical equipment (environfriend.org)

romainerow's picture
romainerow
18:09 06/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Sweet blog! I found it while browsing on Yahoo News.


Do you have any tips on how to get listed


in Yahoo News? I've been trying for a while but I never seem to get there!


Cheers





My blog :: good english speaking tips pdf (Pratogross.com)

alannawick's picture
alannawick
06:51 09/10/17

Replika na komentar | Designed.rs - Dizajn web portal

I truly love your site.. Very nice colors & theme.


Did you create this web site yourself? Please reply back as I'm wanting to create


my own website and would like to find out where you


got this from or just what the theme is named. Cheers!





my weblog ... Daily Healthy Living Tips; ca.govpedia.info,

denismccom's picture
denismccom
09:45 27/09/17

Replika na komentar | Designed.rs - Dizajn web portal

It's going to be end of mine day, however before finish I am reading this wonderful article to improve


my knowledge.





my web-site ... where to buy medical equipments in manila (Eyecatchyinfo.com)

eloyyly647's picture
eloyyly647
15:13 03/10/17

Replika na komentar | Designed.rs - Dizajn web portal

I was recommended this blog by my cousin. I'm not sure whether this post is written by him as


no one else know such detailed about my trouble.


You're incredible! Thanks!





my weblog ... Like It

christin88's picture
christin88
18:06 27/09/17

Replika na komentar | Designed.rs - Dizajn web portal

For hottest news you have to pay a visit internet and on web I found this web


page as a best web site


for newest updates.

Tip of the day

Perfection is attained by slow degrees; it requires the hand of time.
 

Voltaire više
Mouse Eye Tracking by PicNet Software Development Services