An important aspect of user-centered design is identifying a strategy for how you will support an experience that addresses user needs and business goals. It is critical to remember that you need to focus your website’s strategy based on experiences that are relevant and valuable in context of the services your organization provides.
A fictional case study illustrating the need for a focused strategy
For example, let’s say you are a startup company that aims to help make food shopping easier.
Through user research, you may identify many user needs that may feed into your website’s experience. Your research may reveal the complexity things that people need to think about in context of food shopping including cost, nutritional value, meal planning, likes and dislikes, organic vs not organic, and sales happening that week. You may also discover things relating to the actual experience of food shopping such as trying to get things done fast when you’re in a hurry, how difficult it can be to get shopping done when you have kids running around, the lure of impulse purchasing, and trying to find everything within the store. People may also tell you about the reasons why they go food shopping such as to prepare family meals, make something for a bake sale, or party planning.
All of these findings may generate a wide variety of ideas about what type of experience your site could support. The question becomes, how are you going to best take your research findings and turn them into an effective strategy?