Christian_Rohrer_300

If you've seen many job postings recently, you'll know that design professionals are in hot demand at the senior and executive levels. That's because in today's business climate, companies have realized the critical role user experience plays in their product's bottom line. This recognition quickly leads to another realization: that executing a great UX in the product cycle requires new thinking, new leadership, and a new vernacular that includes phrases like UX strategy.

We spoke recently with Christian Rohrer, Chief Design Officer at Intel Security, to learn more about the meaning of UX strategy — and how design professionals can totally rock it. Given the name of his blog, xdStrategy.com, it's pretty much official that Christian is the guy to turn to on this topic. He advocates that UX strategy and leadership are critical topics for all UX professionals who wish to improve their team’s impact.

Q: How would you describe UX strategy?

I think UX strategy is a form of strategic thinking or approach to innovation that begins with the target user and their needs, and only later considers perspectives on the business opportunity. [It is] when desirability (user needs and unlocking value) is pursued first and foremost. Most companies start with either viability (e.g., I have a partnership or business model) or feasibility (e.g., I have a proof of concept for some cool technology), and they try to achieve desirability by making what they have look good, hoping it will attract masses.

Q: What's the relationship of UX strategy to leadership?

Only seasoned UX leaders know and understand the nuances [of this form of strategic thinking] and are in position to help them come to light. Very few leaders of other fields would know about the range of topics because they are quite diverse. Research methods are extremely left-brained and analytical. Creative exploration is very right brained. Process work appeals to those who are systematic thinkers. Yet UX leaders have an appreciation, and sometimes the talent, for all three.

I want to see more decision-makers with a background in UX...

Q: What are some examples of leaders having impact using UX strategy?

If you think about any truly great product or experience, it came to be because someone had both the bravery to do something right as well as the stamina to stand by their decision to invest in that way. Notable examples of this type of behavior include Steve Jobs at Apple, Jeff Bezos at Amazon, Scott Cook at Intuit, and Tony Hsieh at Zappos.

UX strategy is perhaps one of the fastest ways we will be able to make the world a better place — by drastically improving the products and services companies produce. I want to see more decision-makers with a background in UX, because these people are more likely to make a harder, longer-term decision to do the right thing, even if it means suffering in the short-term. Sometimes it’s strategic to develop a process and stick to it, even though that sounds rather tactical. For example, having design patterns is strategic, because it allows you to solve the everyday problem quickly so you can focus on the unique issues.

Dig deep into UX strategy and leadership with Christian at his 90-minute session at Fluxible on Saturday, September 26th.