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.

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