129 / Strategic UX: The Path to Outcome-Driven Design, with Jared Spool

When Jared Spool first visited Product Momentum a few years ago, he talked about the struggle designers feel when they’re directed to add new features to a design without first understanding the problem to be solved. “Great designers don’t fall in love with their solutions,” he advised us. “They fall in love with their problems.”

In today’s episode, Jared chats with Paul Gebel and co-host Christina Halladay, Director of UX at ITX. With his trademark wit and wisdom, he doubles down on that advice by describing what he’s been up to since we last spoke, as a Maker of Awesomeness at Center Centre.

“I’ve been helping UX leaders function at that strategic level, bringing out the value of their contribution and helping them think about the right problems.”

Strategic UX vs. Tactical UX

“Most of the UX practiced these days is tactical UX,” Jared adds, “by the folks who have really great skills who can create designs and do usability tests and write fantastic content. But there’s a limit to how much they can contribute to the organization.”

On the other hand, he says strategic UX helps us get to the root of our users’ problems. It’s about introducing the power of UX early in the product development process and focusing on shipping the right thing. Before we can do that, though, we first need to make sure we’ve identified the right problem.

Strategic UX Drives Outcomes

Tactical UX is output-driven; strategic UX is outcome-driven.

“With strategic UX, we’re finally applying all the great things that UX people do – their skills and talents, the capabilities, the knowledge, the experience, the expertise – to make sure the organization is being competitive and that we’re actually solving big problems for their users.”

Leaders + Vision

Be sure to catch the entire episode to hear Jared Spool discuss leaders (as opposed to managers) and vision: “Leaders inspire others to rally behind a compelling Vision, which is the story that articulates a possible future (as opposed to a ‘do-nothing’ future) and inspires action from all levels of the organization.”

You can also watch our conversation with Jared Spool on the Product Momentum YouTube channel!

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