What This Means
UX strategy isn't a deck that gets presented once and filed. It's the ongoing alignment between design vision and business execution. I help organisations translate UX objectives into roadmaps that integrate with product planning, so design decisions drive outcomes rather than react to them.
How I Approach It
- Define UX strategy that integrates with product roadmaps rather than running parallel to them
- Lead cross-functional alignment sessions so design, product, and engineering operate from a shared vision
- Establish design principles that guide decision-making at scale across distributed teams
- Build prioritisation frameworks for UX initiatives based on business impact and user value
- Coach design leaders to communicate UX value in terms stakeholders understand and act on
- Set up KPI and OKR structures that link design output to measurable product performance
Common Challenges
- Design is perceived as a service function that receives briefs rather than shaping product direction
- No shared language between design and business leadership for evaluating UX impact
- Distributed teams interpret design vision inconsistently without clear principles and governance
- UX research exists but findings aren't systematically fed into roadmap decisions
- Design leaders are strong executors but lack frameworks for strategic communication with senior stakeholders
- Competing product priorities crowd out longer-term UX initiatives that would deliver compounding value
When You Need This
- Your design team delivers quality work but struggles to influence product direction
- UX is treated as a downstream function rather than a strategic partner
- You're scaling globally and need consistent design thinking across markets
- Design decisions are reactive, slowing product delivery
- You need to mature your UX practice from execution-focused to strategy-led
Expected Outcomes
- A UX roadmap aligned with business goals and product timelines
- Cross-functional collaboration anchored in shared design principles and frameworks
- Design leaders who articulate UX value in business terms and drive strategic decisions
- Consistent design execution across global teams without sacrificing local relevance
- Measurable impact on product outcomes through strategically prioritised UX initiatives
What I Bring To This
At Johnson Controls, I took UX from a service function to a recognised strategic partner embedded in product roadmap planning. I aligned UX vision globally across all markets for the OpenBlue platform, directing 39 team members across regions and achieving year-on-year KPI and OKR targets that demonstrated design's direct contribution to business outcomes. User satisfaction improved by 90% through data-driven UX standards applied consistently across international teams.
At SwissRe, I defined UX strategy with KPI and OKR frameworks that linked design output to product performance metrics, securing leadership buy-in for a measurement-driven culture. I developed 4 direct reports into senior roles through structured career development while delivering against annual targets in a regulated financial services environment.
I now advise organisations on this through DesignOps Aligned, drawing on formal programme management credentials (PRINCE2 Agile, PMI-ACP) alongside over a decade of hands-on UX leadership across enterprise, financial services, and smart building domains.