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UX strategy at UX Sofia 2016

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UX strategy is about analyzing an organization's business strategy and outlining what needs to be done from a UX perspective to ensure that the goals of the business strategy are achieved. In brief, UX strategy is the glue that binds the company vision (goals) with the day-to-day UX tactics (execution). Without a clear UX strategy, it is entirely possible to design killer UX concepts, yet fail miserably in the marketplace. That happens a lot. This talk aims to help companies and designers avoid costly yet easily avoidable pitfalls.

Surprisingly, most companies don't have a UX strategy. In fact, very few even know what this document would contain. This talk aims to show people how to start, conduct, and complete this work, even within politically disinclined organizations.

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UX strategy at UX Sofia 2016

  1. 1. UX Strategy the secret sauce that defines the pixie dust Eric Reiss @elreiss UX Sofia June 10, 2016 Sofia, Bulgaria
  2. 2. What is a UX Strategy? Why does it matter? What should I do? How will it help me?
  3. 3. But let’s start with the basics… What is UX?
  4. 4. User experience is the sum of a series of interactions between: people devices events A simple definition of “UX”
  5. 5. Have you ever been to Riga, Latvia?
  6. 6. What is the UX of Riga?
  7. 7. Let’s pretend we’re tourists
  8. 8. But what is the UX if we live there?
  9. 9. Good UX? For whom?
  10. 10. If you only view UX through a single lense you will probably get it wrong.
  11. 11. The Kuleshov Effect
  12. 12. Note: Each individual lense will often interpret the same thing differently.
  13. 13. Define your UX goals Do your research
  14. 14. A couple of questions for the app folks… Do you have a successful product yet? Or are you now looking for your second successful product?
  15. 15. “This could be SOOOOO cool!”
  16. 16. “We need to build on our momentum”
  17. 17. “This could be SOOOOO cool!”
  18. 18. So, let’s talk about “strategy” and “tactics”
  19. 19. First, a war story…
  20. 20. Opening a second front in Sicily was strategic Taking Messina was strategic/tactical
  21. 21. Generals decide goals and strategies Officers decide strategies and tactics NCOs decide tactics
  22. 22. Fat guys behind rocks, skinny guys behind trees
  23. 23. So let’s make this personal… (when you are the whole army)
  24. 24. Why you decided to go to a conference is a goal What event you chose to attend is strategic How you choose your sessions is tactical
  25. 25. Why you do something is your goal What you do is strategic How you do it is tactical
  26. 26. Business plan Business strategy UX strategy Products ] ]
  27. 27. The Business Strategy • Financial goals • Market development • Action plan
  28. 28. Use these documents to create a dialogue with company leadership
  29. 29. The UX Strategy • Value proposition • Generic UX guidelines • Governance structure
  30. 30. Let’s look at these points individually
  31. 31. a clear definition of the company’s/brand’s value proposition vis-á-vis the business plan a statement of what the user experience should bring customers/clients an explanation of how your company’s products will continue to provide value in the future through UX. The value proposition
  32. 32. a clear definition of what you mean by “UX” a decision model that can help designers evaluate and priortize their ideas/work a simple list of do’s and don’ts (or questions) that relate UX decisions back to the company/brand value Generic UX guidelines
  33. 33. Let’s look at these points individually, too
  34. 34. What it is User experience is the sum of a series of interactions between people, devices, and events. What we do Coordinate interactions that we can control Acknowledge interactions beyond our control Reduce negative interactions A simple definition of “UX”
  35. 35. Can influence Cannot influence Business critical Screw it A simple decision model
  36. 36. The proposed project/feature makes things: Easier to use Easier to learn Encourages use More enjoyable Supports the value proposition Try to be specfic in the strategy document! A simple list (Yes or no? Why and how?)
  37. 37. “We build cutting-edge software that makes the world wonderful”
  38. 38. Suggests a chain of command Who is ultimately responsible Who will do the actual work Insists on a timeline Provides rules to measure and optimize UX The governance structure
  39. 39. Keep it simple – don’t overthink it Keep it flexible – there is no one right way A few pointers…
  40. 40. A case story: The AI Factory
  41. 41. Business goal Become a premium supplier of artificial- intelligence engines for gaming Business strategy Showcase AI engines through their own selection of games Value proposition “Our AI engines make gaming more realistic and exciting” UX strategy Create the feeling that people are playing against real players, not a CPU My guesses regarding AI’s strategies
  42. 42. What’s wrong with this picture?
  43. 43. Another case story: The Mark Hopkins Hotel
  44. 44. Business goal Become the premium hotel in San Francisco Business strategy Draw on business partners to make MH services even more appealing and to attract more guests. Value proposition “The Mark Hopkins has a long tradition of great service on which we build in new, creative ways” UX strategy Make guests feel special by making the hotel’s superior service more visible and personalized. My guesses regarding MH’s strategies
  45. 45. They are not communicated correctly Not all departments are “on the same page” The strategy is vague or unclear The strategy does not ensure measurability UX is considered a buzzword, not a tool UX strategies fail when:
  46. 46. Inspired by (and partly plagerized from) the great Ronnie Battista The 10 commandments of UX
  47. 47. If you don’t know where you’re going, you’ll never get there.
  48. 48. благодаря!
  49. 49. Eric Reiss can (usually) be found at: The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 Twitter: @elreiss info@fatdux.com www.fatdux.com

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