You'll learn: - How to scope your UX strategy based on challenges and aspirations. - How to focus your team on the right design principles and activities to achieve desired outcomes. - How to measure the success of your strategy and tactics.

1. UX Strategy Blueprint for
Agile Teams

2. @JimKalbach

3. AGENDA
What is strategy?
Strategy blueprint and examples
Strategy and agile
Earned Autonomy

4. What is strategy?

5. “Air Sandwich“
A strategy is a set of hypotheses
about cause and effect….and can
be expressed by a sequence of
if-then statements. ROBERT KAPLAN
& DAVID NORTON
“Linking the Balanced Scorecard to Strategy” 1996

6. “Air Sandwich“
A good strategy honestly
acknowledges the challenges
being faced and provides an
approach to overcoming them.
RICHARD RUMELT

7. “Air Sandwich“[Strategy is about] making trade-offs,
and forging fit among activities
…Strategy renders choices about what
not to do as important as the choice
about what to do. MICHAEL PORTER
“What is strategy?” Harvard Business Review, 1996

8. Austin Govella, www.agux.co

9. Building strategy is a creative exercise
to design a way of overcoming your
key challenges to reach a desired
outcome with an interlocking set of
choices for consistency in action.

10. Analysis
Planning

11. Analysis
STRATEGY
Planning

12. STRATEGY BLUEPRINT

13. ELEMENT OF STRATEGY
1. Pattern – Trends from past
2. Position – Desired outcome
3. Perspective – Philosophy
4. Ploy – Out-wit opposition
5. Plan – Course of action
1. What's your winning aspiration?
2. Where will you play?
3. How will you win?
4. What capabilities are needed?
5. How will you manage strategy?

16. Will Miner,
Director of UX,
2U Inc

17. George Kordas

20. TIMING
DIRECT INPUT
● Team of 3-10
● 1-2 hours
GUIDED EXERCISES
● Team of 3-10
● 2-4 hours

21. EXAMPLE IN MURAL

23. AGILE & STRATEGY:
EARNED AUTONOMY

24. “If you can’t feed a
team with two pizzas,
it’s too large.”
SMALL, EMPOWERED TEAMS

25. HIERARCHY OF STRATEGY
Corporate
Strategy
Brand
Strategy
Product
Strategy
UX
Strategy
As strategy cascades down, its
specificity reduces. A subordinate
strategy is needed when
superordinate strategies don’t
provide clarity.

26. MISSION CLARIFICATION
● Situation
● Complication
● Higher Intent
● Intent
● Boundaries
● Hypotheses
● Input
● Output
● Outcome
https://auftragsklaerung.com/

27. AUTONOMY THROUGH ALIGNMENT

30. THANK YOU
@JimKalbach
www.mural.co