Engineering and Technology
| Open Access | Ux Strategy as A Factor in Enhancing the Competitiveness of Digital Products in The International Market
Kateryna Orlova , UX/UI designer and marketing designer (Yourco Inc, USA) member of the Professional Аssociation for design (AIGA), USA Chicago, USAAbstract
Under conditions of escalating competition in the global digital products market, which is projected to exceed $5.4 trillion by 2025, UX strategy is transforming from a supporting function into a key driver of competitive advantage. The aim of the study is to analyze and conceptualize UX strategy as an integrated, measurable system aimed at enhancing competitiveness in the global market. The methodology includes a systematic literature review (Scopus, IEEE, ACM), analysis of industry reports (McKinsey, Gartner), and a multiple case study method (Netflix, Spotify, Airbnb). The results demonstrate that a mature UX strategy is a direct driver of financial performance: companies with superior design (top quartile of the MDI) outperform competitors in revenue growth by 32 p.p. The study decomposes the UX process (definition, design, validation, scaling, implementation, alignment) and shows that, at the international level, simple localization is insufficient. Deep cultural adaptation is required, as evidenced by the analysis of the Airbnb case (trust adaptation for China) and Spotify (16.5 % revenue growth after localization). In conclusion, it is confirmed that success requires overcoming methodological (transition to Participatory Design), technological (implementation of design systems), and organizational (synchronization of GSD teams) barriers. The information presented in the article will be of interest to digital product leaders, UX leaders, and HCI researchers seeking to optimize design processes for global markets.
Keywords
UX strategy, competitiveness, international market, localization, cross-cultural design, UX adaptation, UX ROI, design systems, case study, digital products
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