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UX Strategy - the secret to long-term business success instead of one-shot wonders

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 – for games, apps, and beyond - yet fail miserably in the marketplace, even after an initial “one-product” success.

Surprisingly, most companies – particularly game and app publishers - don’t have a UX strategy. At best, they have a vague idea as to the desired UX of their “official” digital offerings, but may have left out other key parts of the user experience including landing pages, social-media messaging, advertising, etc. As a result, very few companies are able to create experiences that demonstrate much consumer value beyond that of a single, introductory product. “Just sprinkle some of your UX pixie dust on our crappy product and make it wonderful” – and this is exactly what many designers do; a short-term solution that more often than not guarantees failure in the long run.

UX Strategy - the secret to long-term business success instead of one-shot wonders

  1. 1. UX Strategy the secret to long-term business success instead of one-shot wonders Eric Reiss @elreiss Mobile Monitization $ummit 2015 December 16, 2015 Tel Aviv, Israel
  2. 2. A couple of questions… Do you have a successful product yet? Or are you now looking for your second successful product?
  3. 3. “This could be SOOOOO cool!”
  4. 4. “We need to build on our momentum”
  5. 5. “This could be SOOOOO cool!”
  6. 6. So, let’s talk about “strategy” and “tactics”
  7. 7. First, a war story…
  8. 8. Opening a second front in Sicily was strategic Taking Messina was strategic/tactical
  9. 9. And as you move down the chain of command...
  10. 10. Fat guys behind rocks, skinny guys behind trees
  11. 11. So let’s put this into a personal perspective…
  12. 12. Why you decided to go to a conference is a goal What conference you chose to attend is strategic How you choose your sessions is tactical
  13. 13. Why you do something is your goal What you do is strategic How you do it is tactical
  14. 14. Business plan Business strategy UX strategy Products ] ]
  15. 15. The Business Strategy • Financial goals • Market development • Action plan
  16. 16. The UX Strategy • Value proposition • Generic UX guidelines • Governance structure
  17. 17. Let’s look at these points individually
  18. 18. a clear definition of the company’s/brand’s value proposition vis-á-vis the business plan a simple statement of what the user experience should bring customers/clients a basic explanation of how your company’s products will continue to provide value in the future through UX. The value proposition
  19. 19. a clear definition of what you mean by “UX” a basic 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
  20. 20. Let’s look closer at these points, too
  21. 21. 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”
  22. 22. Can influence Cannot influence Business critical Screw it A simple decision model
  23. 23. The proposed project/feature makes things: Easier to use Easier to learn More useful More enjoyable More efficient Supports the value proposition Try to be specfic in the strategy document! A simple list (Yes or no? Why and how?)
  24. 24. The UX Strategy Value proposition Generic UX guidelines • Governance structure
  25. 25. Suggests a chain of command Who is ultimately responsible Who will do the actual work Insists on a timeline Provides metrics to measure and optimize UX The governance structure
  26. 26. A simple example: The AI Factory
  27. 27. 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
  28. 28. What’s wrong with this picture?
  29. 29. 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:
  30. 30. Inspired by (and partly plagerized from) the great Ronnie Batista
  31. 31. If you don’t know where you’re going, you’ll never get there.
  32. 32. And if you are still totally confused....
  33. 33. ‫שלום‬
  34. 34. 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