UX Strategy Canvas -Part 2

A few weeks later… I am back and not alone. Luiz Bulis, my designer partner at SulAmérica, helped me write this second part of the content. We have been developing and testing UX Strategy Canvas together.

In part 1, I explained to you how and why I created this canvas and I also gave you some tips on how to be more strategic. Please, take a look at UX Strategy Canvas — Part 1.

What is UX Strategy Canvas document?

It is a living, unique, and objective document with design and business strategic definitions. This document should be your product or service x-ray. It will help you put everyone on the same level of knowledge aiming to understand why you do what you do. This way, everyone will be able to make good decisions.

How to fill in canvas first section?

Before we start, here is our suggestion on how to fill In Mission, Vision, and Alert content. Keep in mind that canvas is for you and your team. So you must find out the best way to work along with this tool.

UX Strategy Canvas — First section


Mission is the reason why your service or product exists. It will guide all the big decisions, and it will also show your team some directions to follow, your north star… It will be your team mantra!

A good mission is a short sentence and to find out your short sentence, you will have to answer:

  1. What is your service or product purpose?
  2. Why does your service or product exist?
  3. What benefits does your service or product provide? Grab those benefits and turn them into your mission.

Please, we suggest that you take a look at The art of innovation by Guy Kawasaki to see some examples of good mantras and the difference between mission statements and this new way of thinking.


Vision is about how you and your team will get there. To achieve something, you can choose many routes to follow. Some routes are more dangerous and others are quieter and faster. For this reason, vision is changeable.

A good vision represents a route to follow. Here are some questions to help you with that:

  1. What action results has your team obtained recently?
  2. How can your team approach its mission in the coming months?
  3. What actions is your team going to take to achieve its goals?
  4. Is there anything on your service or product that should be changed? What?

For example, we don’t know exactly Google’s mission and vision, but we can imagine that their mission could be "Feed the world with knowledge" and their vision: "Bring internet to remote areas and poor regions".


To explain Alert, we decided to bring Titanic as an example. Titanic's mission may have been: "Take as many passengers as we can to another continent in a luxurious way". Perhaps their vision may have been: "Build a giant ship that can cross oceans taking British people to the United States, and also offering entertainment and sophisticated food during the journey".

The Alert exercise consists in imagining and discussing elements or situations that can block the team from achieving its mission. It is possible to get prepared by changing actions, making alliances, etc. Imagine if the Titanic's captain knew that there would be an iceberg on the route? Certainly, he would have changed the ship’s path.

For now, it is impossible to predict the future but it is possible to imagine difficulties that you and your team could have. The exercise of imagining these alerts helps you become more flexible and prepare the team to deal with unforeseen events.

So, to make a good list of alerts, you should think:

  1. Are there any problems or obstacles that can block your team to achieve its mission?
  2. Among all the actions that are needed to achieve your vision, which actions are the most relevant ones?
  3. Time goes by, what can block you and your team from carrying out your mission?

Design a plan B for each alert or monitor each one closely. Any alert can be your iceberg and you have to be ready to change your route if you need.

You do not have to wait for the whole canvas content to start testing this section. Try and use Mission, Vision, and Alert with your team. I am sure you will achieve good results! And then, tell me all about it in the comment section :)

Thank you for your support and stand by for the next post, UX Strategy Canvas — Part 3, in a few weeks.


Product Designer with over 8 years. I'm passionate about service design, innovation and emotional design! I'm vegetarian, rock singer and I love cats ❤

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