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UX Strategy: Let’s Stop Building Usable Wrong Things

HFI white paper – A conversation with Dr. Eric Schaffer

UX Strategy starts with executive intent. The intent may be to differentiate in order to maintain market share in a competitive market. Or to minimize service and equipment costs. Or to expand into mobile.

There's a need in companies to have a golden thread connection from executive intent all the way through to the detailed design, coding, and release. Without a comprehensive UX strategy, often there's a break from executive intent through design and you end up with “usable wrong things.”

In this white paper, Eric Schaffer, CEO of Human Factors International, discusses how UX Strategy translates executive intent into a clear strategic direction by defining a motivation strategy unique to specific users and creating a seamless cross channel solution. Dr. Schaffer talks about:

  • The importance of understanding what motivates users
  • Critical imperative of cross-channel integration
  • How a fully deployed UX strategy stops the creation of misaligned solutions

"Usability people have forever been in the position of finding themselves designing a usable wrong thing. If you don't deal at the higher level with the question of what you're trying to design and how it fits in with other things, then it's catastrophic."


Eric Schaffer is the founder and CEO of Human Factors International. His book, Institutionalization of UX: A Step-by-Step Guide to a User Experience Practice, provides a roadmap for companies to make usability a systematic, routine practice throughout their organizations. Dr. Schaffer also co-developed The HFI Framework™, an ISO-certifiable process for user-centered design, built on principles from human-computer interaction, ergonomics, psychology, computer science, and marketing. Dr. Schaffer has completed projects for more than 100 Fortune 500 clients, providing user experience design consulting and training. He is a member of the Human Factors and Ergonomics Society and a Certified Professional Ergonomist.

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