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In the development of a SaaS product, UX strategy is the foremost step to focus on, setting the course and guiding every stage of the creation process. This strategic approach, closely tied to the company's vision and objectives, requires a holistic understanding of user needs and business imperatives. In this article, we delve into the three essential components of UX strategy as outlined by the Norman Nielsen Group: vision, objectives, and plan. Discover how these elements come together to shape remarkable user experiences and ensure the long-term success of SaaS products in today's competitive market.
Table of contents
Introduction to the Three Components of UX Strategy
UX strategy is the first step in the process of creating or improving a SaaS product. All stakeholders play a role. This step is closely related to the vision and overall strategy of the company developing the SaaS and is crucial in designing a user experience. Most of the time, UX managers within a SaaS excel in "practical" skills (UI Design, Mapping, Wireframes, Prototypes, Design System, etc.), but they also need to master the strategic part to best understand Business needs, competition, and platform users.
Through the analysis of internal documents from multiple teams (marketing plans, operational plans, sales forecasts, positioning, user feedback from Customer Success Managers), managers will plan a vision, goals, and a plan for the SaaS UX strategy before its execution.
In this article, we detail the 3 components of the UX Strategy described by the Norman Nielsen Group, which are:
- The vision
- Objectives and key performance indicators
- The plan
Components of UX strategy according to the Norman Nielsen Group
1. Product Vision: Where to Go and Why?
Before embarking on the development of a SaaS product, it is imperative to define a clear and inspiring vision, linked to the UX strategy. This vision acts as a compass, guiding every step of the design and development process. Just as a journey requires a precise destination, developing a SaaS product requires a detailed vision of what you seek to achieve and why.
This product vision is not developed in a vacuum; on the contrary, it is closely linked to the company's mission and overall vision. It takes into account market positioning, the values of the SaaS company, and its unique identity. The product vision must be in harmony with all of the company's strategic objectives, ensuring consistency and synergy across all UX strategy initiatives.
According to the principles established by the Norman Nielsen Group, defining the product vision for a UX strategy can emerge in different ways. It can stem from addressing key problems for a large number of users, or from meeting the specific needs of a niche market, aligning with the UX strategy. Regardless of its origin, this vision should ultimately aim to create an exceptional user experience, optimally addressing the needs and expectations of end users.
Let's take the example of a SaaS platform dedicated to human resources management. Suppose the vision of this platform is "Provide a personalized and engaging online learning experience for students and teachers", in line with the UX strategy. This vision highlights the commitment to end users (students and teachers) and underscores the importance of an exceptional user experience.
Concretely, this means that every feature, every interaction, and every design element of the platform will be geared towards realizing this vision, within the framework of the UX strategy. Design and development decisions will be made with the ultimate goal in mind: providing an online learning experience that is both personalized and engaging for users, in line with the UX strategy.
The vision is thus a strategic guide that informs and inspires every aspect of the SaaS product development process. By having a clear, user-centered vision, teams can effectively align with the company's objectives and create SaaS products that truly meet the needs and desires of their target audience, following the UX strategy. This strategic approach to UX strategy is essential to ensure the long-term success of the product in the market and to guarantee user satisfaction.
2. Objectives and Measurement Indicators in UX Strategy
Once we know where to go and why, through the establishment of a clear and inspiring vision for the SaaS product, it is essential to define the specific objectives we aim to achieve and the measurement indicators that will assess progress. This step is crucial to align design and development efforts with the needs and priorities of the company, fully integrating the UX strategy.
The Importance of Objectives and Measurement Indicators
Establishing clear and measurable objectives is essential to effectively guide design and development efforts. Objectives provide strategic direction by defining what we seek to accomplish, while measurement indicators allow us to assess progress towards these objectives and identify areas requiring adjustments or improvements.
Alignment with Business Needs
It is important that objectives and measurement indicators are closely aligned with the Business needs of the SaaS company. This requires a thorough understanding of how the company generates revenue, as well as strategic priorities and key performance indicators (KPIs) that are important to it. By aligning UX objectives with these Business needs, we ensure that improvements to the user experience directly contribute to the growth and success of the company.
Setting Objectives and Key Performance Indicators
Objectives are typically set with company leadership, based on strategic priorities and desired outcomes. However, Key Performance Indicators (such as the Churn Rate)can be defined by the UX manager, in collaboration with other relevant stakeholders. It is important that these indicators are realistic, measurable, and aligned with the company's strategic objectives.
Example of Objectives and Measurement Indicators
Let's revisit our previous vision, "Provide a personalized and engaging online learning experience for students and teachers". To achieve this vision, we can define several objectives related to key outcomes, accompanied by corresponding measurement indicators:
| Objectives | Key Results |
|---|---|
User: Improve the accessibility and relevance of online learning. Company: Increase satisfaction among students and teachers. | Growth: Increase new online course enrollments by 25%. Usage: Increase average time spent on the learning platform by 40%. Retention: Maintain a constant retention rate for students and teachers. |
User: Reduce frustration related to online learning. Company: Enhance customer satisfaction. | Satisfaction: Achieve a 90% satisfaction rate among students and teachers, with 80% positive responses in satisfaction surveys. Cost reduction: Reduce technical support interaction costs by €0.75 per interaction. |
By clearly defining these objectives and identifying the corresponding measurement indicators using Google's HEART framework, UX teams can direct their efforts to significantly improve the user experience and directly contribute to the overall success of the SaaS company.
3. The Plan of the UX Strategy
Once the vision and objectives of the SaaS product strategy are clearly defined, it is essential to move on to the planning phase. The purpose of this step is to define the path to achieve each set objective, by establishing a detailed and organized plan. This plan, developed with key objectives and user needs in mind, will be the practical guide to steer actions and decisions throughout the development process.
Defining Sub-Objectives
To concretize overarching objectives into specific actions, it is necessary to define concrete sub-objectives. These sub-objectives break down major objectives into achievable and measurable steps, allowing for a more strategic and methodical approach. They will serve as milestones to evaluate progress and adjust the UX strategy if necessary.
Flexibility and Organization
It is important to maintain some flexibility in planning while remaining well-organized. User needs and company priorities may evolve, so it is necessary to be able to adapt to changes while staying focused on the set objectives. The use of effective project management tools will facilitate this task by allowing to track and coordinate the various stages of the process (we recommend Notion, Asana, or Trello). Think about including UX research along the whole UX design process.
Example of a Plan for Improving Accessibility
Let's take the example of an objective to improve the accessibility of our fictitious online learning platform. Here is a plan for the second quarter:
| Objectives | User: Improve accessibility |
|---|---|
| Plan for the second quarter | -Review existing data on the use of the online learning platform by students and teachers. -Conduct an accessibility audit of the platform to identify gaps and potential issues. -Gather feedback from teachers and students on accessibility challenges. -Implement priority improvements to make the platform more accessible, such as enhanced navigation options and better compatibility with assistive technologies. |
This plan outlines specific steps to achieve the accessibility improvement objective. It highlights the importance of collecting data and user feedback to guide design and development decisions. By prioritizing actions based on identified needs, it optimizes the efficiency of the efforts deployed.
Conclusion
In conclusion, the importance of this strategic approach lies in its ability to align design and development efforts with the company's strategic objectives, while ensuring constant alignment with the needs and expectations of end users. By fully integrating UX strategy into the process of creating SaaS products, companies can not only improve customer satisfaction and strengthen their market position but also drive growth as UX is extremely important for long-term success of a SaaS.
