Advanced Strategic UX Research

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the basic principles of Strategic UX Research:","heading":"","subheading":"","id":73525928,"domId":"image_page_section_73525928","button":{"text":"","url":"","target":"_self"},"button2":{"text":"","url":"","target":"_self"},"buttonSubtext":"","mediaPlacement":"left-center","textAlignment":"left","headerAlignment":null,"mediaStyle":"media-style-plain","imageAltText":"","imageLink":"","imageUrlTarget":"_self","image":"https://essentials.centercentre.com/content-assets/public/eyJhbGciOiJIUzI1NiJ9.eyJvYmplY3Rfa2V5Ijoib3J5cGI2eWlwdTc3ZXQ2dXR6ZjZpdWR6OWM0ZCIsImRvbWFpbiI6ImVzc2VudGlhbHMuY2VudGVyY2VudHJlLmNvbSJ9.N0CspwBSeZx4PEJMrUm-lqRlaKO0V-o9RhHS6YMqG6g","isPlaceholder":false,"text":"\u003cp class=\"text-base\"\u003e\u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eBuild deep expertise about users and their needs.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eFocus the organization on improving the daily lives of customers, users, and employees.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eCombine UX and CX practices to collect knowledge from every touch point.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eStudy holistic experiences instead of small slices of a product’s features.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eFeed the research results into every outcome and decision.\u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e"}"></div> </div><div id="page_section_73525929" class="react-page-section"> <div data-react-component="creator_ui/section_adapters/ProductBanner" 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1","heading":"Win Influence with a Strategic UX Research Approach","subheading":"","id":16850500,"mediaType":"image","image":"https://essentials.centercentre.com/content-assets/public/eyJhbGciOiJIUzI1NiJ9.eyJvYmplY3Rfa2V5IjoiejQ0dGV2azZ1ZHJnazFwdWJ0MDA4OWhjbWFydyIsImRvbWFpbiI6ImVzc2VudGlhbHMuY2VudGVyY2VudHJlLmNvbSJ9.QLwPWAU0yYHfbMRdMHdR5JUYNcrNEOGBxMFt17pZF8I","imageAltText":"","imageLink":"","isPlaceholder":false,"video":{"color":"#000000","customThumbnail":null,"isPlaceholder":false},"openImageLinkInNewTab":"_self","position":0,"text":"\u003cp class=\"text-base\"\u003e\u003cem\u003eEarn your “seat at the table” by providing top-grade user and customer insights.\u003c/em\u003e\u003c/p\u003e\u003cp class=\"text-base\"\u003eIt’s frustrating to know that your organization could deliver better user experiences. Everything you’ve tried has failed to make the executive stakeholders understand how UX benefits your organization’s success.\u003c/p\u003e\u003cp class=\"text-base\"\u003eWe start the week on the most important: Expanding your UX research strategy to win critical influence with your executives and your organization. They’ll now see you as a true UX leader.\u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eTurn your user research into an essential function that stakeholders won’t arbitrarily cut out of every project.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eDrive organizational success by establishing outcome-driven objectives.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eBuild your stakeholders’ expertise and understanding of your users and customers by increasing their exposure.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eExpand the UX research maturity of your organization by upgrading your methods and approaches.\u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e"},"16850501":{"button":{"text":"","url":"","target":"_self"},"button2":{"text":"","url":"","target":"_self"},"buttonSubtext":"","preheading":"Part 2:","heading":"Deliver Better-Designed Products with a Research-Driven Roadmap","subheading":"","id":16850501,"mediaType":"image","image":"https://essentials.centercentre.com/content-assets/public/eyJhbGciOiJIUzI1NiJ9.eyJvYmplY3Rfa2V5IjoiNWg0eTh4dGFrc2gyZnBwbDZhc2M2Z3IwMmthOCIsImRvbWFpbiI6ImVzc2VudGlhbHMuY2VudGVyY2VudHJlLmNvbSJ9.iaC3vHQyG0kd-YMG3bGCtx0gPF6J_BlM3EaCNMuzNGs","imageAltText":"","imageLink":"","isPlaceholder":false,"video":{"color":"#000000","customThumbnail":null,"isPlaceholder":false},"openImageLinkInNewTab":"_self","position":1,"text":"\u003cp class=\"text-base\"\u003e\u003cem\u003eThe roadmap is the pivotal place to show the value of Strategic UX Research.\u003c/em\u003e\u003c/p\u003e\u003cp class=\"text-base\"\u003eAll significant strategic decisions originate in your organization’s product roadmap. The roadmap determines the direction of your products and services, which determines your organization's direction. As a UX leader, the roadmap is your opportunity to have the most influence over user experiences.\u003c/p\u003e\u003cp class=\"text-base\"\u003eYour Strategic UX Research will shape significant product decisions when you anticipate what those decisions will be. The roadmap is your essential fortune-telling device, predicting the future of every team’s work. As a result, your entire organization becomes more knowledgeable about what your users need when you read the roadmap and discern what it subtly is telling you.\u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eMove beyond starting each project from scratch and instead begin with an in-depth knowledge of what your users and customers need.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eChange your organization’s mindset from “we have to build a thing” to “we have to solve a customer’s problem.”\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eConstruct your long-term research agenda from the UX outcomes of each item currently on the roadmap.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eAdd market-leading innovations to the roadmap that come directly from gaps you’ve uncovered in your users’ experiences.\u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e"}},"header":{"pretitle":"","title":"","subtitle":"","text":null,"button":{"text":"","url":"","target":"_self"},"button2":{"text":"","url":"","target":"_self"},"buttonSubtext":""}}"></div> </div><div id="page_section_73525931" class="react-page-section"> <div data-react-component="creator_ui/section_adapters/Grid" 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3:","heading":"Increase Innovation with Continuous Research","subheading":"","id":16850502,"mediaType":"image","image":"https://essentials.centercentre.com/content-assets/public/eyJhbGciOiJIUzI1NiJ9.eyJvYmplY3Rfa2V5IjoiOHBwdjJyeGRzcTl3bmw4NHF5bmVneWQ5eGlxeSIsImRvbWFpbiI6ImVzc2VudGlhbHMuY2VudGVyY2VudHJlLmNvbSJ9.y3g4b8tK_kjq2NlA9xN5pCo9_kRhRRtca6rUNqzZGvM","imageAltText":"","imageLink":"","isPlaceholder":false,"video":{"color":"#000000","customThumbnail":null,"isPlaceholder":false},"openImageLinkInNewTab":"_self","position":0,"text":"\u003cp class=\"text-base\"\u003e\u003cem\u003eSpark a holistic shared understanding of your users' experiences.\u003c/em\u003e\u003c/p\u003e\u003cp class=\"text-base\"\u003eSo much of today’s user research efforts are about squeezing what you learn into refining a close-to-done feature or capability. That changes with Strategic UX Research. Now, you’ll uncover the holistic experiences of your users and customers.\u003c/p\u003e\u003cp class=\"text-base\"\u003eContinuous research shifts everyone away from the project-by-project piecemeal nature of conventional tactical approaches. Your new strategy will drive continuous learning, making everyone more knowledgeable as your team grows its comprehension of the problems and challenges your users and customers regularly face.\u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eTurn every decision-maker into the world’s expert on your users and their challenges.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eIdentify the inventive solutions customers will love you for.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eBe brought into the project much earlier when your stakeholders will consider the most significant and critical decisions.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eBecome a trusted senior advisor that tackles the organization’s top priorities.\u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e"},"16850503":{"button":{"text":"","url":"","target":"_self"},"button2":{"text":"","url":"","target":"_self"},"buttonSubtext":"","preheading":"Part 4:","heading":"Scale Your Organization’s Research Capabilities","subheading":"","id":16850503,"mediaType":"image","image":"https://essentials.centercentre.com/content-assets/public/eyJhbGciOiJIUzI1NiJ9.eyJvYmplY3Rfa2V5Ijoia3IzaHhpNjJ5am5tbGRpbjVldmFrOXVpbTVtbyIsImRvbWFpbiI6ImVzc2VudGlhbHMuY2VudGVyY2VudHJlLmNvbSJ9.UYHzA3BaNuRfPgdKTZomtB7qQ6f3MIpsqs2skuJxgTE","imageAltText":"","imageLink":"","isPlaceholder":false,"video":{"color":"#000000","customThumbnail":null,"isPlaceholder":false},"openImageLinkInNewTab":"_self","position":1,"text":"\u003cp class=\"text-base\"\u003e\u003cem\u003eYou can’t do this alone. You’ll need more capability across your organization.\u003c/em\u003e\u003c/p\u003e\u003cp class=\"text-base\"\u003eStrategic UX Research is more than a skill or a tool to master. It’s a mindset that drives curiosity and shared understanding about your users, customers, and their needs.\u003c/p\u003e\u003cp class=\"text-base\"\u003eYou’ll infuse your organization with that mindset (and the skills and tools to make it work) and drive dramatic change. That change will speed the delivery of better-designed products and services to your customers.\u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003ePrioritize increasing your organization's exposure to customers and users.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eEliminate the lack of confidence caused by stakeholders not genuinely understanding your users.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eSpeed up critical business decisions by having solid user research at every decision-maker’s fingertips.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eEmpower those in the organization who interact with users and customers to become better researchers.\u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e"}},"header":{"pretitle":"","title":"","subtitle":"","text":null,"button":{"text":"","url":"","target":"_self"},"button2":{"text":"","url":"","target":"_self"},"buttonSubtext":""}}"></div> </div><div id="page_section_73525932" class="react-page-section"> <div data-react-component="creator_ui/section_adapters/Grid" 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5:","heading":"Convince Stakeholders of the Full Value of UX","subheading":"","id":16850504,"mediaType":"image","image":"https://essentials.centercentre.com/content-assets/public/eyJhbGciOiJIUzI1NiJ9.eyJvYmplY3Rfa2V5IjoiZzZwandrZDI1YXllb3ZzeGJ6emtxOWJpcTc3aCIsImRvbWFpbiI6ImVzc2VudGlhbHMuY2VudGVyY2VudHJlLmNvbSJ9.iDyNZcrPLg-TIr4Idc39wWpC8TpsbVt7B7zvS4bycI8","imageAltText":"","imageLink":"","isPlaceholder":false,"video":{"color":"#000000","customThumbnail":null,"isPlaceholder":false},"openImageLinkInNewTab":"_self","position":0,"text":"\u003cp class=\"text-base\"\u003e\u003cem\u003eConnect your research directly to the organization’s highest priorities.\u003c/em\u003e\u003c/p\u003e\u003cp class=\"text-base\"\u003eYou shouldn’t spend any more time explaining why research is essential. It’s time for action. Produce insightful results that demonstrate the rich value that Strategic UX Research brings.\u003c/p\u003e\u003cp class=\"text-base\"\u003eYou need a direct mapping between your excellent research and your executives’ critical priorities. Get the attention of key stakeholders and executives. Supply them with irrefutable, compelling reasons to sponsor your work and champion your outcomes.\u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eMove beyond the frustration of “nobody gets UX” when everyone sees its great value.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eMatch UX outcomes directly to the language executives use, making their achievement an organizational top priority.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eTranslate the key frustrations of users and customers into something executives understand: money.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eUncover the (often massive) financial implications of delivering poor UX design.\u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e"},"16850505":{"button":{"text":"","url":"","target":"_self"},"button2":{"text":"","url":"","target":"_self"},"buttonSubtext":"","preheading":"Topic 6: ","heading":"What Executives Need from Strategic UX Research","subheading":"","id":16850505,"mediaType":"image","image":"https://essentials.centercentre.com/content-assets/public/eyJhbGciOiJIUzI1NiJ9.eyJvYmplY3Rfa2V5IjoidGZiY2M2NzI1aHpydHFsejZuMzFjbW93eGx1ZSIsImRvbWFpbiI6ImVzc2VudGlhbHMuY2VudGVyY2VudHJlLmNvbSJ9.GSwV1P-Dkr8b3xweh_3RWeZePnE_Rjuiyd-4nGbJHEE","imageAltText":"","imageLink":"","isPlaceholder":false,"video":{"color":"#000000","customThumbnail":null,"isPlaceholder":false},"openImageLinkInNewTab":"_self","position":1,"text":"\u003cp class=\"text-base\"\u003e\u003cem\u003eRaise your influence at the executive-team level.\u003c/em\u003e\u003c/p\u003e\u003cp class=\"text-base\"\u003eEvery decision your executives make affects the experiences your organization delivers to your customers and users. When they make those decisions without research, they’re taking huge risks. Risks that often don’t pan out the way they’d like.\u003c/p\u003e\u003cp class=\"text-base\"\u003eYour Strategic UX Research can reduce those risks. As you build expertise about users and their needs throughout the organization, you’re making it easier to make informed decisions. Those decisions will prioritize improving your users' and customers' lives.\u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eBuild executive-level expertise in who your users are and what they need from your products and services.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eBecome the leader your executives need you to be so they can rely on your insights to drive the organization in the right direction.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eSurface the current experiences of your users and customers so your senior stakeholders prioritize the valuable product innovations.\u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e"}},"header":{"pretitle":"","title":"","subtitle":"","text":null,"button":{"text":"","url":"","target":"_self"},"button2":{"text":"","url":"","target":"_self"},"buttonSubtext":""}}"></div> </div><div id="page_section_73525933" class="react-page-section"> <div data-react-component="creator_ui/section_adapters/Grid" 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7: ","heading":"Establishing Outcome-driven UX Metrics","subheading":"","id":16850506,"mediaType":"image","image":"https://essentials.centercentre.com/content-assets/public/eyJhbGciOiJIUzI1NiJ9.eyJvYmplY3Rfa2V5IjoidHc1Zm44bHpuNDh5NTJzOHlmeG40Y2h5Nnl4MiIsImRvbWFpbiI6ImVzc2VudGlhbHMuY2VudGVyY2VudHJlLmNvbSJ9.raJuofcGVnUWQ_qLv46p11xN27gYuXTs6DiFHiZHtOA","imageAltText":"","imageLink":"","isPlaceholder":false,"video":{"color":"#000000","customThumbnail":null,"isPlaceholder":false},"openImageLinkInNewTab":"_self","position":0,"text":"\u003cp class=\"text-base\"\u003e\u003cem\u003eIntegrate Strategic UX Research results into your UX measurement strategy.\u003c/em\u003e\u003c/p\u003e\u003cp class=\"text-base\"\u003eFor your executives to see your UX team, you must provide your executive team with UX metrics and goals. These UX metrics must show the team’s value and your contribution.\u003c/p\u003e\u003cp class=\"text-base\"\u003eThe last thing you want is for your UX team to be invisible to your executives. Fortunately, Strategic UX Research makes it easy to identify the metrics and goals your executives need.\u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eConnect the dots between great UX and business success when you develop metrics based on critical UX outcomes.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eEstablish how great user experiences are for your organization’s success with clear and understandable UX metrics.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp class=\"text-base\"\u003eUncover how residual expenses accumulate from constantly delivering poorly designed products and services.\u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e"},"16850507":{"button":{"text":"","url":"","target":"_self"},"button2":{"text":"","url":"","target":"_self"},"buttonSubtext":"","preheading":"Topic 8: ","heading":"What Executives Need from Strategic UX Research","subheading":"","id":16850507,"mediaType":"image","image":"https://essentials.centercentre.com/content-assets/public/eyJhbGciOiJIUzI1NiJ9.eyJvYmplY3Rfa2V5IjoicWdxcjJhMGp1eDVzMnMxNGduNjhkd2JpbGlkZCIsImRvbWFpbiI6ImVzc2VudGlhbHMuY2VudGVyY2VudHJlLmNvbSJ9.9ok0NQs0DVQhPOgenpp6t8nJgb35qaokm6NtiaAnCsE","imageAltText":"","imageLink":"","isPlaceholder":false,"video":{"color":"#000000","customThumbnail":null,"isPlaceholder":false},"openImageLinkInNewTab":"_self","position":1,"text":"\u003cp class=\"text-base\"\u003e\u003cem\u003eUse Strategic UX Research to make your organization an innovative market leader.\u003c/em\u003e\u003c/p\u003e\u003cp class=\"text-base\"\u003eAn experience vision is one of the most powerful tools in your UX leaders’ toolbox. A well-crafted experience vision describes your organization's strategic long-term direction.\u003c/p\u003e\u003cp class=\"text-base\"\u003eThe vision shows everyone a crystal-clear picture of how awesome your products and services will become. 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