A framework for full-stack user experience strategy: Product, practice and purpose

Ben Judy and Lily Bather
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Ben Judy: Head of User Experience, 7-Eleven
Lily Bather: Multidisciplinary User Experience team member, 7-Eleven

Journal of Digital & Social Media Marketing, 2019, vol. 7, issue 1, 6-27

Abstract: User experience (UX) strategy is a professional field plagued by narrow definitions and divergent perspectives. UX strategists often think too small and fail to bring order and clarity to their work. This paper describes a repeatable process for UX strategy formation and provides an example of a comprehensive, yet flexible framework designed to bring order to chaos. The ‘full-stack UX strategy framework’ provides a new understanding of UX strategy as a holistic system suitable for defining goals and paths for high-priority UX issues in any organisation. Ultimately, the framework empowers strategists to make products more delightful and usable, to enhance service experiences, to build highly effective UX practices and to make the world a better place.

Keywords: user experience; strategy; product design; UX leadership; service design; competitor analysis (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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