User experience (UX) strategy requires a careful blend of business strategy and UX design, and this hands-on guide offers an easy-to-apply framework for executing it. It is packed with product strategy tools and tactics to help you and your team craft innovative solutions that people want. This second edition includes new real-world examples, updated techniques and a chapter on conducting qualitative online user research. Whether you're a UX/UI designer, product manager/owner, entrepreneur, or member of a corporate innovation team, this book teaches simple to advanced methods that you can use in your work right away. You’ll also gain perspective on the subject matter through historical context and case studies. Define value propositions and validate target users through provisional personas and customer discovery techniques Conduct methodical competitive research on direct and indirect competitors and create an analysis brief to decisively guide stakeholders Use storyboarding and rapid prototyping for designing experiments that focus on the value innovation and business model of your product Learn how to conduct user research online to get valuable insights quickly on any budget Test business ideas and validate marketing channels by running online advertising and landing page campaigns