UX Strategy - the secret to long-term business success instead of one-shot wonders
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Transcript of UX Strategy - the secret to long-term business success instead of one-shot wonders
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UX Strategythe secret to long-term business success
instead of one-shot wonders
Eric Reiss@elreiss
Mobile Monitization $ummit 2015December 16, 2015
Tel Aviv, Israel
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A couple of questions …
Do you have a successful product yet?
Or are you now looking for yoursecond successful product ?
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“This could be SOOOOO cool!”
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“We need tobuild on our momentum”
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“This could be SOOOOO cool!”
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So, let’s talk about“strategy” and “tactics”
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First, a war story …
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Opening a second front in Sicily was
strategic
Taking Messina was
strategic/tactical
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And as you move downthe chain of command ...
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Fat guys behind rocks, skinny guys behind trees
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So let’s put this into apersonal perspective …
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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
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Why you do something is your
goal
What you do is
strategic
How you do it is
tactical
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Business plan
Business strategy
UX strategy
Products]
]
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The Business Strategy
• Financial goals• Market development• Action plan
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The UX Strategy
• Value proposition• Generic UX guidelines• Governance structure
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Let’s look at these points individually
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� 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
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� 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
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Let’s look closer at these points , too
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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”
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Can influence
Cannot influence
Businesscritical
Screwit
A simple decision model
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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?)
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The UX Strategy
� Value proposition� Generic UX guidelines• Governance structure
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� 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
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A simple example:
The AI Factory
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Business goal� Become a premium supplier of artificial-
intelligence engines for gamingBusiness strategy� Showcase AI engines through their own
selection of gamesValue 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
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What’s wrong with this picture?
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� 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:
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Inspired by (and partly plagerized from) the great Ronnie Batista
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If you don’t know where you’re going,you’ll never get there.
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And if you are still totally confused....
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שלום
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Eric Reiss can (usually) be found at:
The FatDUX Group ApSStrandøre 152100 CopenhagenDenmark
Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @[email protected]