Without a strategy, the HOW gets lost and the WHY remains static in the UX vision.
“Today, organizations interact with their customers through multiple digital channels such as call centers, mobile devices, applications, and Web sites. It is not enough to create a strategy for these channels from business, technology, and marketing perspectives. Rather, it is essential that an organization’s UX strategy be at the core of user-centered design. A UX strategy establishes goals for a cohesive user experience across all channels and touchpoints.”