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Design Strategy and Vision

Learn how to define an inspiring Design Vision and an actionable UX Strategy to align your team and connect design with business objectives.

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Design Strategy (or UX Strategy) is the long-term plan that defines how the user experience will contribute to business objectives. The Design Vision is the inspiring picture of the future that the strategy aims to achieve. Together, they answer the questions: “Where do we want to go?” (Vision) and “How will we get there?” (Strategy).

What Are Design Strategy and Vision?

Imagine you are the captain of a ship. The Vision is your final destination, that paradise island you have in mind that motivates the entire crew. The Strategy is your navigation plan: the route you chart on the map, the currents you will leverage, the supplies you need, and the key ports where you will stop. Without the vision, you sail aimlessly. Without the strategy, the vision is just a dream.

  • The Design Vision:

    • It is an inspiring, narrative description of the ideal user experience in the future (2-5 years out).
    • It focuses on the “why.” Why does our product exist? What ultimate value does it bring to our users’ lives?
    • It is ambitious and motivating. It should inspire the team and serve as a “north star” that guides all decisions.
    • Vision Example (simplified for Airbnb): “Create a world where anyone can belong anywhere, feeling at home no matter where they are.”

  • The Design Strategy:

    • It is the action plan to make the vision a reality. It is more concrete and focuses on the “how.”
    • It connects business objectives with user needs.
    • It defines [[Design Principles]], success metrics ([[KPIs]]), and the major focus areas that will guide the design team’s work in the medium term.
    • Strategy Example (simplified for Airbnb): “To achieve our vision, we will focus on three pillars: 1) Build trust between strangers through robust profiles and transparent reviews. 2) Design a seamless, effortless booking experience. 3) Foster a sense of community through local guides and experiences.”

Why Are They Important?

  • They align the organization: A clear vision and strategy ensure that everyone (design, product, engineering, marketing) is rowing in the same direction.
  • They facilitate decision-making: When facing a new idea or feature, the team can ask: “Does this bring us closer to our vision? Does it align with our strategy?” This helps say “no” to things that do not matter.
  • They elevate the role of design: They move design from a service function (making things look pretty) to a strategic function (deciding what things to build).
  • They motivate the team: Working on day-to-day tasks is more meaningful when you know you are contributing to a bigger, exciting vision.

How Are They Defined?

Defining strategy and vision is a collaborative process led by the design leader, involving key stakeholders from across the company.

  1. Strategic Research:
    • Understand the business: What are the company’s objectives for the coming years? What is our business model? What is our competitive advantage?
    • Understand users: Conduct [[strategic-research]] to comprehend the deepest needs and aspirations of your users, not just their problems with the current interface.
    • Understand the market: Analyze market trends and conduct a [[competitive-analysis|competitive analysis]] to understand the landscape.
  2. Vision Workshops:
    • Gather a group of key leaders and stakeholders in a [[strategic-workshops|workshop]].
    • Use exercises to imagine the future. A common technique is the “Future Press Release,” where the team writes the press release that would be published 5 years from now announcing the product’s success.
  3. Define Strategic Pillars:
    • From the vision, identify the 3-5 most important themes or pillars the team must focus on to make it a reality. These will be the pillars of your strategy.
  4. Establish Design Principles:
    • Create a set of 3-6 [[design-principles]] that serve as guides for making day-to-day design decisions. (e.g., “Clarity above all,” “Empower, don’t overwhelm”).
  5. Communicate and Socialize:
    • The vision and strategy cannot live in a document. They must be communicated constantly and visually. Create an artifact (a video, a poster, a presentation) that tells the story of the vision and share it with the entire company.

Mentor Tips

  • The vision should be ambitious but plausible: It should stretch the team, but not be so far-fetched that it seems unattainable.
  • Strategy is about saying “yes” as much as saying “no”: A good strategy makes it clear what will NOT be worked on, helping the team stay focused.
  • Don’t do it alone in a room: The best strategy is co-created with product and engineering leaders. Alignment among these three areas (the “product triad”) is fundamental.
  • Translate strategy into action: The strategy must connect to daily work. How is the strategy reflected in the Design Roadmap? And in next quarter’s objectives?

Resources and Guides

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ux strategy lead