UX is a concept that includes a user's thoughts, feelings, preferences, perceptions, physical and mental responses, and how they interact with a service or object. Many people would agree that it captures the changing emotions and attitudes of people who use that service or object, which are based on how they interact with the world in their social and cultural lives. But today, we're not trying to focus on each user's needs, and we might be able to see UX from a different perspective. Here are some ideas I got from a senior UX consultant and combined them with my own knowledge and experiences. I'll be happy if they can help you in some way.   Products and services are being made and sold in real business settings. When we have a project to do some UX design work, the first step should be to learn about the business scenarios, context, and rules that govern the client's business. This considers it critical to decide if our UX design solutions can produce sustainable values. UX research and design isn't just about understanding what users want and how they feel.   It's also about being able to change the design based on the marketing phase and the level of commercialization. At different points in the commercialization and marketing process, different design strategies may need to be thought about. People in the business world often say that companies could have spent a few more months making UIs better for UX, but missing the time window by delaying the launch of a product or service in a market that is changing can sometimes be fatal.   For example, if we are a start-up, the most important thing to do is to understand and confirm the needs of the users in the scenarios. The most important questions are about the users, their needs, and how they will use the product. However, finding users is likely to be a challenge. We might want to find out how our user journey looks and what those must-have UX are. User research in the field is needed to find some of these answers, if not all of them.   However, because time and money are limited in the start-up phase, this research should be light and quick. So, the UX research and design strategy should be flexible and ready for structural changes and quick turnaround. For example, it could use some off-the-shelf solutions, focus on the main business flow, and ask customers for feedback more quickly. In addition to the traditional methods of user research, guerrilla testing, which is quick and doesn't cost much, might sometimes do the trick. Waiting for departments to work together (like design and development) won't be a good idea because time is the most important thing.   Say we want to make an app about mental health. We can start by coming up with different main branches. Some people are focusing on using self-tracking techniques to keep track of how many times they do certain mental or physical things and putting their money on information visualization, while others are thinking about building a pictorial community to encourage people to share social activities and make it easier to get help from the community.   When there are many ways to come up with ideas, we might want to use smaller teams and agile methods to move quickly from idea to evaluation while keeping costs as low as possible. Even so, this doesn't mean that sampling size and the ability to generalize won't be a problem from a methodological point of view. However, for qualitative data, which we are most likely to get from users and domain experts at this stage, depth is important. It might make it less likely that you'll miss an important piece of the UX puzzle at first.   This kind of UX strategy probably wouldn't work for a company that knows where it wants to grow and has a stable business model but is still in the early stages of going commercial. UX research and design should focus most on improving the quality of the core product or service, especially in terms of the most important steps in service. This is what makes our company stand out from its competitors in the market.   At this stage, UX research and design will also look for a way to make visual design's many different formalities speak the same language (e.g., online service and offline products). It's important to use a mix of UX research and analytical methods to improve conversion rates and make a clean, consistent image for a product or service. For this kind of improvement to happen, UX researchers and designers would probably need to work more closely with the marketing department.   Let's say we run a pet-training business that offers evaluative training sessions for dogs online. Some of the first sessions for new users are free, but they have to sign up for our service to get more sessions and a more thorough evaluation of their dogs. Well, since the business model and user data are pretty stable, UX research and design should focus more on consolidation and less on random exploration. What does GMV look like in terms of the number of free users and paid users in the different channels we offer (Facebook, YouTube, magazines, etc.)?   How many people actually finished their free sessions, and how many of those people started to subscribe? What keeps them from using our services again? When do people use our services the most, and what can we learn from them to improve our advertising and marketing? How can a different landing page with a more unified visual language change the conversion rate? How can we make it easier for them to subscribe to our services and make sure they are happy with them?   Then, to answer these questions, we can use different tools in our toolbox, such as a focus group study, a questionnaire, platform logging, predictive analytics, A/B testing, and so on. At this stage, it's clear that this UX strategy is different from the one that was used earlier. It also shows why UX should be seen as a field where knowledge of social and cultural issues, design, analysis, and even engineering is highly valued.     Again, this UX research strategy probably won't work for a company that is already well-established in the market and making steady money, or that is even starting to work on building its own closed-loop ecosystems. Then, the unification of design language must go beyond the visual level, and the exploration of commercialization must grow to match since we might need to work with more partners on business innovation and collaboration. Airbnb shows how to do things right. Still, it's important to find cheaper ways to house backpackers. On top of that, they try to figure out how to give travelers a great trip experience, like what local activities, restaurants, and sights they shouldn't miss.   In order to get a more complete and consistent set of services, they extend the UX journey to cover the whole range of a trip. The UX is then changed. This will probably involve long-term collaboration with users as well as closer coordination with the company's operational department and other outside partners. We might want to use different ways to collect user feedback over time for long-term monitoring. This is an underrated part of ISO 9241–210 Ergonomics of human-system interaction about Human-Centred Design.   As the platform gets bigger and more stable, more products can be put on the market, each with its own sub-eco system and business context (styles, suppliers, SOP, etc.). For consistency and long-term growth, system thinking would be very helpful. A holistic view is so important to make the best use of shared resources and come up with a single business language for a UX that is engaging and lasts.   Which UX strategies and approaches are the most useful depends a lot on the stages of commercialization, marketing, and the business as a whole. The UX research methods we usually read about in "Design 101" books will never be "one-size-fits-all" and should always be closely looked at. It can be hard to really understand UX if we are constantly bombarded with pixel-perfect UI works and don't pay attention to how important it is to learn about different design, operation, development, and marketing points of view.