Guided by research like ethnography, interviews and concept testing, experience strategy work is the tip of the spear when it comes to UX. This is our first opportunity to truly understand the people who will be using an experience. Who are they? What do they use our brand for? What are their needs during the course of their day and where can we help them at our different touchpoints? Common deliverables during this phase are experience maps, personas, storyboards, ecosystem assessments and service design.