Metrics are the signals that show whether your UX strategy is working. Using metrics is key to tracking changes over time, benchmarking against iterations of your own site or application or those of competitors, and setting targets.
Although most organizations are tracking metrics like conversion rate or engagement time, often they do not tie these metrics back to design decisions. The reason? Their metrics are too high level. A change in your conversion rate could relate to a design change, a promotion, or something that a competitor has done. Time on site could mean anything. Read More
The role of UX Strategist has been popping up lately in job descriptions, discussion forums, and professional profiles on the Web. Clients have assigned this role to me on a number of consulting projects. Some of my colleagues have taken UX Strategist as their new title. But what does a UX Strategist do that’s different from, say, a UX Architect or a UX Designer or a Director of User Experience? Does this role open up a new career path for UX professionals, or is this title just a way of making our work sound more important? Recently, I did some research, and I’d like to use this edition of my column UX Strategy to take a stab at defining the role of UX Strategist as it stands today. Read More