Vision and Strategy

A UX strategy fosters shared understanding of direction toward achieving goals before designing and implementing solutions. It serves to intentionally guide the
and execution of UX work over time.

A UX strategy is a plan of actions designed to reach an improved future state of the organization’s user experience over an established period of time.

Scopes for a UX strategy can range to cover a single product, service, or feature; multiple products and services; or entire organizations. Regardless, a strong UX strategy ensures that user-centered insights are integrated with the business strategy.

However, having a UX strategy is not enough; practitioners must also be able to clearly articulate how executing the strategy will make the business more successful.


Many product & design teams make user experience (UX) design decisions on the fly as they’re building products and experiences, where these products tend to lack purpose, cohesion, and ultimately, they’re less successful. The underlying reason is that these teams lack a UX Vision & Strategy to guide them along the way.

The purpose of a UX Vision & Strategy is also its primary benefit: a human-centered approach, or roadmap, to a product or service that an entire enterprise—including marketing, development, sales, and executives—can rally around and work to achieve. It ensures that all customer or user touch points positively reinforce the brand and the customer or user experience, resulting in a more cohesive and coherent product and customer relationship.

Where to Start with UX Strategy

A good UX strategy is one that optimizes for growth and development, while keeping user needs at the center of it. UX leads are often great catalysts for setting a UX vision and strategy.

To get started with UX strategy, ask yourself the following:

  • Why do we need a UX strategy? Focus on building your expertise on the organization's user data. Continually watch your organization’s competitive landscape from a user’s point of view.
  • What actions will bring the highest value? Understand your organization’s business and revenue models. Practice articulating problems and solutions that are relevant to both customers and the organization.
  • Who needs to be involved? Bring others along and help them succeed by taking a user-centered approach.
  • How will we know when we’re successful? Understand how your organization measures its success (KPIs) and stay up to date on this data. Communicate the value of UX in business terms so executives can relate.