Background

Blue Prism is a leading provider of robotic process automation software. The company has been growing rapidly, and with that growth came the need to improve user experience (UX) across the organisation. However, UX was not yet integrated into the product development process, and there was no clear strategy or roadmap for doing so.

Problem

The lack of UX integration meant that products were not meeting user needs as effectively as they could be. This led to lower customer satisfaction and increased support costs. Additionally, there was no clear understanding among stakeholders of the value that UX could bring to the organisation.

Solution

We developed a comprehensive UX strategy and roadmap that would integrate UX research and design processes throughout the entire product development lifecycle. We worked closely with the product organisation team to identify key areas where UX could have the most impact.

We also educated stakeholders on the value delivered by integrated UX teams, and encouraged governance of UX processes by senior product stakeholders. To facilitate this, we provided training sessions on how to use tools native to Product Managers.

Impact

Increased UX maturity from Absent to Emergent/Structured in 3 years
Improved collaboration between Product Owners and Managers, and UX designers
Better alignment between business goals, technical constraints, and user needs
Increased understanding among stakeholders of the value of UX

The Non-Linear UX Strategy Model

My home-brewed model for building strong UX strategy

Rationale

What goes into a UX strategy?

My UX strategy model comprises of three elements, three relationships, and three views common in all businesses and enterprises. The elements are the three core constituent parts of your business: The what, the how and the who. The three relationships are the way these parts interconnect and interact with each other. And the three views are the levels of magnification that can be applied to all these elements and relationships. Balancing these things in accordance with your business goals drives growth that keeps your customers at the centre of your experience.

Try answering the questions below to see what you know about your organisation's approach to user experience strategy.

Three elements

Product: What does your organisation build and deliver? Whether it's a consumable product or a subscription service, there's something you create to fulfil a consumer demand.
Process: How do you build your product? What processes do you have to ensure quality, consistency, and timeliness?
People: Who builds your product versus who consumes it? Everyone that interacts with your product, from developers and designers, to stakeholders, to end users.

Three relationships

Delivery: How do you ensure you successfully create great things again and again?
Culture: How do individuals integrate into your team? How does your team integrate into your organisation?
Identity: How your team integrate your organisation into themselves? How do individuals represent your team and vice versa?

Three views

Experience: How does the above apply to creating a holistic experience across your product portfolio? Do users know what product they are using regardless of where they are in your product or service?
Team: Does your approach to the above balance business needs and technical constraints with user needs?
Organisation: How is the above helping your organisation mature its UX consideration from Absent to User-Driven?

If you've been able to answer all of these questions in detail, chances are your organisation is employing a robust UX strategy that synthesises all these separate elements into something greater than the sum of its parts. Something that will stand the test of time and continue to be relevant as your organisation, product portfolio, and customer base grows.

If not, however, then there's room for improvement. The longer you wait to answer these questions, the further you'll have to back-track and the greater your climb will be. But once you have a strong UX strategy in place, you can build not only for the present, but also the future of your company!

Contributors

No man is an island, and nothing great is every created in isolation. Mark has been able to pioneer this model for UX strategy not only through his experience, but from the collected teachings and learnings of friends, colleagues, and contemporaries.

To name just a few, these include Paul Wilshaw, Jaime Levy, Darren Hood, James Medd, Matej Ramsak, and Nick Tomlinson. Thank you for your continued insight and inspiration!

Revolutionizing UX Strategy for Blue Prism