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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
A couple of questions…
Do you have a successful product yet?
Or are you now looking for your
second successful product?
“This could be
SOOOOO cool!”
“We need to
build on our
momentum”
“This could be
SOOOOO cool!”
So, let’s talk about
“strategy” and “tactics”
First, a war story…
Opening a second front in Sicily was
strategic
Taking Messina was
strategic/tactical
And as you move down
the chain of command...
Fat guys behind rocks, skinny guys behind trees
So let’s put this into a
personal perspective…
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
Why you do something is your
goal
What you do is
strategic
How you do it is
tactical
Business plan
Business strategy
UX strategy
Products
]
]
The Business Strategy
• Financial goals
• Market development
• Action plan
The UX Strategy
• Value proposition
• Generic UX guidelines
• Governance structure
Let’s look at these points individually
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
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
Let’s look closer at these points, too
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”
Can influence
Cannot influence
Business
critical
Screw
it
A simple decision model
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?)
The UX Strategy
Value proposition
Generic UX guidelines
• Governance structure
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
A simple example:
The AI Factory
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
What’s wrong with this picture?
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:
Inspired by (and partly plagerized from) the great Ronnie Batista
If you don’t know where you’re going,
you’ll never get there.
And if you are still totally confused....
‫שלום‬
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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The secret to long-term business success with a UX Strategy

  • 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. A couple of questions… Do you have a successful product yet? Or are you now looking for your second successful product?
  • 4.
  • 5. “We need to build on our momentum”
  • 7.
  • 8.
  • 9. So, let’s talk about “strategy” and “tactics”
  • 10. First, a war story…
  • 11.
  • 12.
  • 13. Opening a second front in Sicily was strategic Taking Messina was strategic/tactical
  • 14. And as you move down the chain of command...
  • 15. Fat guys behind rocks, skinny guys behind trees
  • 16. So let’s put this into a personal perspective…
  • 17.
  • 18. 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
  • 19. Why you do something is your goal What you do is strategic How you do it is tactical
  • 20. Business plan Business strategy UX strategy Products ] ]
  • 21. The Business Strategy • Financial goals • Market development • Action plan
  • 22. The UX Strategy • Value proposition • Generic UX guidelines • Governance structure
  • 23. Let’s look at these points individually
  • 24. 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
  • 25. 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
  • 26. Let’s look closer at these points, too
  • 27. 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”
  • 29. 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?)
  • 30. The UX Strategy Value proposition Generic UX guidelines • Governance structure
  • 31. 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
  • 32. A simple example: The AI Factory
  • 33.
  • 34.
  • 35. 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
  • 36.
  • 37.
  • 38.
  • 39.
  • 40. What’s wrong with this picture?
  • 41. 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:
  • 42. Inspired by (and partly plagerized from) the great Ronnie Batista
  • 43. If you don’t know where you’re going, you’ll never get there.
  • 44. And if you are still totally confused....
  • 45.
  • 47. 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