# UX Strategy Brief: [Product/Initiative Name]

**Date:** [Date]
**Author(s):** [Names and roles]
**Status:** [Draft / In Review / Approved]

---

## 1. Strategic Context

### Business Objective
[What business outcome is this initiative expected to drive? Be specific.]

### Product Outcome
[What measurable change in user behavior will this initiative produce? This is the outcome the product team owns.]

### Constraints
| Constraint | Details |
|-----------|---------|
| Timeline | [Hard deadlines, dependencies] |
| Resources | [Team size, budget] |
| Technical | [Platform limitations, integration requirements] |
| Business | [Regulatory, contractual, partnership constraints] |

---

## 2. Customer Understanding

### Target Segment
[Describe in 10 words or fewer. Who specifically are we designing for?]

### Main Job to Be Done
[Verb + object. Solution-agnostic. What is this customer trying to accomplish?]

### Key Circumstances
[When, where, and under what conditions does this job arise?]

### Current Behavior
[How do customers currently get this job done? What tools, workarounds, and processes do they use?]

### Top Pain Points (from research)

| # | Pain Point | Severity | Frequency | Source |
|---|-----------|----------|-----------|--------|
| 1 | [Description] | [High/Med/Low] | [Daily/Weekly/Monthly] | [Interview, survey, support data] |
| 2 | [Description] | [High/Med/Low] | [Daily/Weekly/Monthly] | [Source] |
| 3 | [Description] | [High/Med/Low] | [Daily/Weekly/Monthly] | [Source] |

### Proto-Personas (if full research not yet available)

**Persona 1: [Name]**
- Behaviors: [How they currently work]
- Needs/goals: [What they're trying to accomplish]
- Key circumstance: [What makes their situation distinct]

**Persona 2: [Name]**
- Behaviors: [How they currently work]
- Needs/goals: [What they're trying to accomplish]
- Key circumstance: [What makes their situation distinct]

---

## 3. Competitive Landscape

### Market Position
[Blue ocean / red ocean / purple ocean? Brief assessment.]

### Key Competitors

| Competitor | Type | Strengths | Weaknesses | Job Performance |
|-----------|------|-----------|------------|-----------------|
| [Name] | Direct / Indirect / JTBD | [Top 2-3] | [Top 2-3] | [How well they get the job done — 1-5] |
| [Name] | [Type] | [Strengths] | [Weaknesses] | [1-5] |
| [Name] | [Type] | [Strengths] | [Weaknesses] | [1-5] |

### Gaps and Opportunities
[What customer needs are competitors not addressing well? Where is the market overserved?]

---

## 4. Value Proposition

### Statement
> For [target customer segment] who [key need/job to be done], [product name] is a [category] that [key differentiator]. Unlike [primary alternative], we [primary advantage].

### Value Innovation Strategy

| Action | Attributes |
|--------|-----------|
| **Eliminate** | [What the industry does that we won't] |
| **Reduce** | [What we'll do less of than competitors] |
| **Raise** | [What we'll do better than competitors] |
| **Create** | [What we'll offer that no one else does] |

---

## 5. Opportunity Map

### Opportunity Solution Tree

```
[Product Outcome]
├── [Opportunity 1]
│   ├── [Sub-opportunity 1a]
│   └── [Sub-opportunity 1b]
├── [Opportunity 2]
│   ├── [Sub-opportunity 2a]
│   └── [Sub-opportunity 2b]
└── [Opportunity 3]
    └── [Sub-opportunity 3a]
```

### Prioritized Opportunity

**Selected:** [Leaf-node opportunity]

| Dimension | Assessment |
|-----------|-----------|
| Opportunity sizing | [How many customers? How often?] |
| Customer severity | [How painful? What workarounds exist?] |
| Company alignment | [Fits strategy? Leverages strengths?] |
| Market factors | [Competitive dynamics?] |

---

## 6. Solution Direction

### Solutions Under Consideration

| Solution | Addresses | Key Assumption | Status |
|----------|----------|---------------|--------|
| [Solution A] | [Which opportunity] | [Riskiest assumption] | [Proposed / Testing / Validated] |
| [Solution B] | [Which opportunity] | [Riskiest assumption] | [Proposed / Testing / Validated] |
| [Solution C] | [Which opportunity] | [Riskiest assumption] | [Proposed / Testing / Validated] |

### Riskiest Assumptions

| Assumption | Type | Importance | Evidence | Test Plan |
|-----------|------|-----------|----------|-----------|
| [Description] | [Desirability/Viability/Feasibility/Usability/Ethical] | [High/Med] | [None/Weak/Moderate] | [How we'll test it] |
| [Description] | [Type] | [Importance] | [Evidence] | [Test plan] |

---

## 7. Success Metrics

### North Star
[Single metric capturing core value delivered]

### Input Metrics

| Metric | Current Baseline | Target | Timeframe |
|--------|-----------------|--------|-----------|
| [Metric 1] | [Current value] | [Target value] | [When] |
| [Metric 2] | [Current value] | [Target value] | [When] |
| [Metric 3] | [Current value] | [Target value] | [When] |

### How We'll Measure
[Instrumentation plan — what events to track, what dashboards to build, what cohorts to compare]

---

## 8. Risks and Mitigations

| Risk | Likelihood | Impact | Mitigation |
|------|-----------|--------|------------|
| [Risk description] | [High/Med/Low] | [High/Med/Low] | [How we'll mitigate] |
| [Risk description] | [Likelihood] | [Impact] | [Mitigation] |

---

## 9. Next Steps

| Action | Owner | Due |
|--------|-------|-----|
| [Action item] | [Person] | [Date] |
| [Action item] | [Person] | [Date] |
| [Action item] | [Person] | [Date] |
