A digital UX strategy is an organisation’s vision of their products or services to maximise the business benefits via digital investments.

1. Digital User Experience (UX) Strategy
Raven Chai - Principal Consultant, UX Consulting Pte Ltd

2. What is a Digital UX Strategy?
A digital UX strategy is an organisation’s vision of their products or services to
maximise the business benefits via digital investments.
Products /
Services
It comprises everything a customer touches,
hears or sees from your organisa<on:
Brand Website
‣ products’ usefulness and func<ons
‣ products’ form and design
‣ performance
Offline Digital Online
‣ packaging
Marke<ng Marke<ng ‣ customer support & user guides
UX Strategy ‣ ordering & billing processes etc...
Customer Social
Support Media
CRM
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3. Planning Your Digital UX Strategy
5 Execute the plan
Team to execute the plan in parallel tracks, take alterna4ve ac4ons if required
4 Map the journey
Develop a master plan and project 4metable, define UX metrics
3 Choosing and prioritising actions
Priori4se ac4ons that can best meet project KPIs, establish UX principles
2 Work our where you want to be in future?
Develop strategic vision, define business objec4ves, user goals and project KPIs
1 Figure where we are today?
Define your customer segments, benchmark your products and services, what do customers buy from you?
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4. Step 1 ‐ Figure out where we are today?
Who are your customers?
Find out your customers’ demographic profiles (age groups, gender, educa<on level, household incomes etc) and
psycho‐demographic (aStudes, behavioural needs etc).
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5. Step 1 ‐ Figure out where we are today?
Who do they purchased?
Recency, Frequency and Value
‣ what is the last purchase?
‣ how many <mes or no. of products purchased
‣ how much is the customers’ average purchase value
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6. Step 1 ‐ Figure out where we are today?
How do they purchased?
What are the different media these purchases are made?
Retail Stores eCommerce Site
Telesales Sales Fair / Exhibi<ons
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7. Step 2 ‐ Work out where you want to be in future?
Made projects in the future
Analyse customers’ data gathered in previous step, some obvious gaps will surface. Find crea<ve ways to bridge these
gap, and make informed decisions.
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8. Step 3 ‐ Choosing and priori<sing ac<ons
Prioritise your actions
Choose ac<ons that can meet project KPIs and establish UX principles
UX
Principles
Meet Project KPIs
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9. Step 4 ‐ Map the journey
Lay out the plan
Start by collec<ng any low hanging fruit, then chart out
‣ who does what
‣ what needs to be in place
‣ know when do you‘ve reached your targets
‣ how to measure the success of the plan
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10. Step 5 ‐ Execute the plan
Getting the job done
Time to roll up your sleeves and get the job done in parallel tracks. Make necessary adjustments when required.
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11. Conclusion
In this column, I’ve described a general approach to derive the
digital UX strategy encompasses the following steps:
1. Figure where we are today?
2. Work out where you want to be in future?
3. Choosing and priori<sing ac<ons
4. Map the journey
5. Execute the plan
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12. Digital UX Strategy crafted by
Raven Chai
Founding Principal Consultant
http://www.uxconsulting.com.sg