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Scott Plewes

Scott Plewes

Chief Strategy Officer

Future Shock: your UX Strategy

A User Experience strategy is like any strategy. It is about going from your current state to a better future state. The difference is, a UX strategy involves the current state of your customer or user’s experience. Because of this, you can only figure out an experience strategy if you have a fair amount of knowledge about your users’ current state experience. That’s why customer and user research is so fundamental to executing an effective UX strategy.

Some points about UX Strategies:

  • With any current to future state endeavour, you need to decide how you measure the difference between those states
  • Your UX strategy will inevitably intersect (and it should) with business and technical strategies, so you need to see all of them as interconnected activities
  • There are trade-offs and areas to focus on. If it feels like you are “trying to do everything” then it’s not a strategy: focus, priorities and choices are part of a strategy
  • The strategy has to align with the organization’s level of sophistication in UX. More sophisticated organizations should adopt more ambitious strategies
  • You need buy-in as much as you need “content”. Involve business and technical expertise directly in your UX strategy development.

Scott Plewes

Scott Plewes

Chief Strategy Officer

Over the past twenty-five years, Scott has worked in the areas of business strategy, product design and development in the high tech sector with a specialization in experience design. He has extensive cross-sector expertise and experience working with clients in complex regulated industries such as aviation, telecom, health, and finance. His primary area of focus over the last several years has been in product and service strategy and the integration of multi-disciplinary teams and methods. Scott has a master’s degree in Theoretical Physics from Queen’s University.


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About Akendi

Akendi is a human experience design firm, leveraging equal parts experience research and creative design excellence. We provide strategic insights and analysis about customer and user behaviour and combine this knowledge with inspired design. The results enable organizations to improve effectiveness, engage users and provide remarkable customer experiences to their audiences.