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

aundrean21's picture
aundrean21
08:58 08/11/17

Replika na komentar | Designed.rs - Dizajn web portal

Right after researching a few posts in your web site now,


and I actually like your way of blogging. I bookmarked


it to my bookmark website list and will be checking


back soon. Please check out my web page too and let me know what you think.








Look into my web site :: wellness (Chancewmbpd.Getblogs.net)

ashtonedga's picture
ashtonedga
07:58 15/11/17

Replika na komentar | Designed.rs - Dizajn web portal

I have been exploring for a little for any good quality articles or blog posts in this kind of area .


Exploring the web I ultimately came across this site. Reading this information I'm happy to show that I have an incredibly good weird


feeling that I came upon exactly what I needed.





Feel free to surf to my weblog ... sizegenetics

lashawndas's picture
lashawndas
05:49 01/12/17

Replika na komentar | Designed.rs - Dizajn web portal

Wonderful post, I think webmasters ought to learn so much


from this web blog its user-friendly and posts are great.








My web-site vigrx delay spray reviews

omersample's picture
omersample
00:07 05/12/17

Replika na komentar | Designed.rs - Dizajn web portal

Hello there, just became aware of your blog through Google, and discovered that it’s truly educational.


I’ll be grateful if you continue this in future.





my web site :: vincebeier239.soup.io

ceciliafro's picture
ceciliafro
09:19 10/12/17

Replika na komentar | Designed.rs - Dizajn web portal

Just wanna comment that you have a really nice site, I adore


the style and design and it definitely stands apart.





Feel free to surf to my blog post; online psychic

trudiy7289's picture
trudiy7289
10:58 10/12/17

Replika na komentar | Designed.rs - Dizajn web portal

Excellent job, many thanks.





Also visit my page; psychic readings by phone

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

ricowilke0's picture
ricowilke0
00:40 31/10/17

Replika na komentar | Designed.rs - Dizajn web portal

Somebody necessarily help to make severely posts I would state.


This iis the firszt time I frequented your web page and so far?


I surprised with the research you made to make this actual


publish extraordinary. Excellent activity!





Here is my blog: remove bad review amazon

dessiequim's picture
dessiequim
08:39 15/11/17

Replika na komentar | Designed.rs - Dizajn web portal

Thank you for such a great blog. Where else could anyone get that kind of info written in such a great way?


I have a presentation that I am presently writing on, and I have been on the look out for such fantastic information.


Glad to discover your site.





Visit my blog - size genetics (format4all.com)

genasnyder's picture
genasnyder
09:20 15/11/17

Replika na komentar | Designed.rs - Dizajn web portal

Thanks for helping out, outstanding information.





my homepage: sizegenetics

antonguest's picture
antonguest
15:13 15/11/17

Replika na komentar | Designed.rs - Dizajn web portal

Many thanks for this terrific article, I'm glad I found this website on yahoo.











Also visit my page sizegenetics scam - format4all.com,

loren43454's picture
loren43454
15:47 15/11/17

Replika na komentar | Designed.rs - Dizajn web portal

You have mentioned very attention-grabbing details.


Thanks for sharing.





Feel free to visit my blog post; sizegenetics extender

bonitabuza's picture
bonitabuza
18:58 15/11/17

Replika na komentar | Designed.rs - Dizajn web portal

This short article gives the light in which


we can observe the reality. This is an extremely nice one


and gives in-depth information. Thank you for this


wonderful article.





Take a look at my weblog; buy sizegenetics

reecegfb90's picture
reecegfb90
12:02 16/11/17

Replika na komentar | Designed.rs - Dizajn web portal

Great post, I'm going to spend more time learning about this topic.








Feel free to visit my web blog; forfait internet illimité

carybarber's picture
carybarber
19:04 16/11/17

Replika na komentar | Designed.rs - Dizajn web portal

Super-Duper website! I am loving it!! Will be back later to read a lot more.





I am bookmarking your feeds also.





Here is my web site - achat internet haute vitesse

milagrossp's picture
milagrossp
20:16 16/11/17

Replika na komentar | Designed.rs - Dizajn web portal

I think your idea would be very helpful for me. I will let you know if its work


for me too. Thanks for sharing this beautiful articles. kudos.








Also visit my weblog - forfaits internet

claykey905's picture
claykey905
06:32 18/11/17

Replika na komentar | Designed.rs - Dizajn web portal

Why is the 15 Minute Manifestation Review Minute Manifestation program important?

genejacka4's picture
genejacka4
16:24 03/12/17

Replika na komentar | Designed.rs - Dizajn web portal

Now you can begin Trading With Bitcoin Mentor Club Review Mentor Club.

imogene56u's picture
imogene56u
04:24 05/12/17

Replika na komentar | Designed.rs - Dizajn web portal

I have read a couple of very good stuff here.


Most certainly worth bookmarking for revisiting. I wonder just how much effort you put to produce such a fantastic useful web site.








Visit my weblog: vigrx delay spray

adolphpeeb's picture
adolphpeeb
18:22 08/12/17

Replika na komentar | Designed.rs - Dizajn web portal

I think this is among the most vital info for


me. And i’m satisfied reading your post. The website


looks wonderful, the content articles are excellent.











My web-site: Hgh Supplements

ywkpetra09's picture
ywkpetra09
18:57 08/12/17

Replika na komentar | Designed.rs - Dizajn web portal

I appreciate the information in this post. It’s clever, well-written as


well as simple to comprehend. You've gotten my


attention on this topic. I'll be back for even more interesting articles or blog posts.








Also visit my web page :: purchase human growth hormone

shawnaboli's picture
shawnaboli
16:10 09/12/17

Replika na komentar | Designed.rs - Dizajn web portal

Thanks for giving superb informations. Your web-site is


very 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 page, will return for extra posts. You,


my pal, ROCK!





My website cheap psychic readers (Veola)

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

jaredmilan's picture
jaredmilan
16:21 11/11/17

Replika na komentar | Designed.rs - Dizajn web portal

The Lurn RichDad Summit - https://www.facebook.com, is an event to not be missed.

kirbypethe's picture
kirbypethe
22:48 14/11/17

Replika na komentar | Designed.rs - Dizajn web portal

Nice information, many thanks to the author. It's


beneficial to me now, but in general, the effectiveness and significance is overwhelming.


Many thanks and all the best!





Look at my web page: sizegenetics scam

regankilpa's picture
regankilpa
10:34 15/11/17

Replika na komentar | Designed.rs - Dizajn web portal

When visiting blogs, i generally discover a good content like yours.


Excellent job on this post! I really like how you presented your facts and the way you made it appealing and straightforward.


Thanks a lot.





My blog - sizegenetics

jim89q5446's picture
jim89q5446
02:19 05/12/17

Replika na komentar | Designed.rs - Dizajn web portal

You can now begin Buying and selling With Bitcoin Mentor Club Review Mentor Club.

billyfoste's picture
billyfoste
22:07 08/12/17

Replika na komentar | Designed.rs - Dizajn web portal

Many thanks for sharing that excellent written content


on your web site. I ran into it on google. I will be planning to


check back again once you publish much more


aricles.





my weblog: growth hormone tablets bodybuilding

gracecou49's picture
gracecou49
11:53 10/12/17

Replika na komentar | Designed.rs - Dizajn web portal

Hey there, just became alert to your blog through Google,


and found that it’s actually informative.


I'll be thankful if you continue this from now on. A lot of men and women will be benefiting from your writing.


All the best!





Look into my web-site - psychics online

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