The 10 Commandments of User Experience Strategy: Essential Guidelines for Modern Designers

When preparing a talk for the 2013 UX Strategy Conference in Atlanta, I aimed to capture the core and essential elements of user experience strategy, leading to this article.

My interest stems from several observations:

Three years of attempting to create an international UX certification program ended in failure, sparking strong opinions.

The emerging specialization emphasizes speed, agile methods, and Lean principles.

Teaching UX at Rutgers faces competitive challenges such as MOOCs, UN‑style programs, and short‑duration workshops.

Conceptual confusion persists among UX, CX, IA, service design, and experience design.

Personal ambition to gain visibility for UX strategy after two decades of experience.

Inspired by a previous "Ten Commandments" framework, I propose a set of ten UX‑strategy commandments, preceded by reflective questions for the audience.

Do you believe UX strategy is distinct from UX/CX/IA/SD/XD, or is it an umbrella covering them?

How do service design and experience design relate to UX strategy?

Should there be standards to assess whether someone is a UX strategist?

Have you worked on UX‑strategy projects without any digital interface?

Are there tasks, such as travel planning, that require a UX strategist specifically?

What personality traits make someone suited to become a UX strategist?

Two personal questions guide my practice:

How can I excel in this still‑self‑defining field?

How can I help the profession grow and support future practitioners?

1. Keep the Big Picture in Mind

UX strategy must understand business goals, visual direction, and long‑term value, focusing on sustainable commercial impact rather than isolated projects.

2. Respect Companies and Clients, Yet Covet Competitors

Identify concrete business tactics that give your company an edge and continuously monitor competitors to inform strategic decisions.

3. Never Strip Employees of Their Humanity

Every interaction involves people; strive for outcomes that benefit both employees and customers, fostering mutual success.

4. Preserve the Sacred Context

Research must remain contextual, resisting compromises driven solely by budget, deadlines, or administrative pressure.

5. Commit to Lifelong Learning

Stay abreast of new tools, methods, and interdisciplinary insights that enhance UX practice and deliver better business returns.

6. Balance Quantitative and Qualitative Insight

Combine data‑driven metrics with direct human research to form a robust, evidence‑based strategy.

7. Remain Loyal to UX Management

Continuous monitoring and optimization through UX management programs are essential for long‑term effectiveness.

8. Avoid Vague Terminology

Communicate clearly with empathy, demonstrate product value, and articulate strategic choices to business leaders.

9. Do Not Blindly Worship Digital Solutions

While digital interfaces are central, UX strategists must also consider offline experiences and human factors.

10. Practice a Holistic Human‑Centred Approach

Ethics and responsibility guide the use of technology to improve lives without causing harm, acknowledging the profound impact of big data and targeted marketing.

Conclusion

Reflect on these commandments: Are they correct? What is missing? How can you excel in this evolving field and help it mature for future practitioners?