Here is a chronology of proposed definitions and understandings of “UX Strategy.”
Jesse James Garrett, 2002:
The foundation of a successful user experience is a clearly articulated strategy. Knowing both what we want the product to accomplish for our organization and what we want it to accomplish for our users informs the decisions we have to make about every aspect of the user experience.
Steve Baty, June 4, 2009 (quoted by Jim Kalbach, June 19, 2011):
An experience strategy is that collection of activities that an organization chooses to undertake to deliver a series of (positive, exceptional) interactions which, when taken together, constitute an (product or service) offering that is superior in some meaningful, hard-to-replicate way; that is unique, distinct & distinguishable from that available from a competitor.
Peter Merholz, September 4, 2012:
I propose that the profession of the UX Designer is analogous to the profession of the film director, coordinating across all those disciplines identified in the diagrams (and undoubtedly other activities).
Perhaps the single most important responsibility for the UX Designer is to develop a clear experience strategy, and craft a compelling vision.
Tim Loo, July 26, 2013:
UX strategy is a long-term plan to align every customer touchpoint with your vision for user experience.
Jeff Gothelf, February 17, 2014:
The reality is that there is no such thing as UX strategy. There is only product strategy.
Austin Govella, September 4, 2014:
UX strategy isn’t the blueprint, canvas, or definition you use. UX strategy is about the conversations you have and the alignment you achieve. As you start hacking your own approach to UX strategy, it’s good to remember two key elements: change and context.
Jamie Levy, May, 2015:
UX is an umbrella term that encompasses a lot of disciplines, and UX strategy lies somewhere at the intersection of UX design and business strategy. But the lines don’t exist in a vacuum. Instead, they exist in an elaborate anatomical structure with a lot of dots to connect. This is why there are so many different interpretations floating around UX strategy.
Paul Bryan, August 10, 2015:
For many of us who have been in the field for a long time, UX strategy is a counterbalance to efficiency-driven, product-centric methodologies like agile, Lean Startup, and Lean UX. For others, it is a natural progression from basic UX design activities like wireframing to more rigorous, analytical activities such as formulating data-driven personas.
Jon Innes, September, 2015:
There are really two different questions that a well-formulated UX strategy must address:
How do we design the best user experience for a specific product?
What is the best way to create and manage UX at a company?
Robert Hoekman Jr., 2015:
What good UX strategy actually entails is researching and recognizing the constraints and concerns from all sides and painting a big red target on the wall so that everyone involved can make decisions that serve researched, vetted, and defined objectives.
SAP, June, 2016:
SAP’s UX strategy is built upon the foundation of our user’s goals —efficient and easy-to-use software, packaged with the optimal user experience.
At the same time, SAP’s UX strategy focuses on empowering our customers and partners to design their UX journey and execute on it– via educational offerings and tools and technologies to design, develop and deliver a simplified user experience.
Other discussions & lists: