UX strategy – the beginning of all maps
UX strategy is the cause of our mapping efforts. You create a map because there is strategical thinking behind it, even if it's an unwritten strategy. When you put the learnings of this book into practice, you will create and follow a UX strategy--even if you work alone for your own start-up, and even if you don't do it consciously.
Jaime Levy's (2015) four tenets is the most commonly accepted UX strategy framework. His formula is UX Strategy = business strategy + value innovation + validated user research + killer UX design.
By business strategy, we mean how a company tries to achieve competitive advantage. This usually means cost leadership and differentiation. In other words, being the cheapest and doing things better. For example, you can create the best smartphone, or the cheapest one to have a chance at gaining market share, ideally both.
I prefer to use the word vision instead of business strategy, an idea of how the solution will make the users...