UX Strategy

Figure 10-9. A creative brief

So, a degree in psychology might be more helpful than an MBA. I do think it is helpful to take a couple of business classes to learn and practice systems thinking and a framework approach to problem solving. Strategy is mainly about simplifying the chaotic and the complex into a simple diagram or a statement that everyone on your team can understand and get behind

Email delivery/tracking services
Popular Tools: SendGrid, MailChimp, iContact, Constant Contact

High-level description: Email service providers are used for sending out highly targeted messages to website visitors or mobile app users based on what they do (and don’t do) while they are using the product. “Deliverability” is the measure, usually expressed as a percentage of how many emails actually make it into the inbox of your user. S

Popular Tools: KISSmetrics, Optimizely, Geckoboard, Mixpanel, Totango, Chartbeat

High-level description: Dashboard and conversion tools give you one visual place to watch all your metrics in real time from numerous services (for example, Google Analytics and Facebook).

Enterprise-oriented analytics reporting tools
Popular tools: Google Analytics, Adobe Analytics

High-level description: Reporting tools are focused on generating detailed statistics about an app or website’s traffic and traffic sources. Google Analytics is the most widely used service and offers both a free basic service and a premium version.

Figure 9-15. Top portion of the TradeYa Funnel Matrix filled out

Figure 9-14. Validated Learnings cell in the TradeYa Funnel Matrix

Figure 9-13. Required Functionality cell in the TradeYa Funnel Matrix

Figure 9-11. Metrics cell in the TradeYa Funnel Matrix
What goes in metrics columns are those quantifiable “things” you plan to measure at each stage that specifically tie a user’s action to a level of engagement

Figure 9-10. Business Task cell in the TradeYa Funnel Matrix
Thus, the business task at the Suspect stage for you and your team is to find new channels and try lots of experiments to reach your potential customers and grab their attention