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?

3.
“This could be
SOOOOO cool!”

4.
“We need to
build on our
momentum”

5.
“This could be
SOOOOO cool!”

6.
So, let’s talk about
“strategy” and “tactics”

7.
First, a war story…

8.
Opening a second front in Sicily was
strategic
Taking Messina was
strategic/tactical

9.
And as you move down
the chain of command...

10.
Fat guys behind rocks, skinny guys behind trees

11.
So let’s put this into a
personal perspective…

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.
Why you do something is your
goal
What you do is
strategic
How you do it is
tactical

14.
Business plan
Business strategy
UX strategy
Products
]
]

15.
The Business Strategy
• Financial goals
• Market development
• Action plan

16.
The UX Strategy
• Value proposition
• Generic UX guidelines
• Governance structure

17.
Let’s look at these points individually

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.
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.
Let’s look closer at these points, too

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.
Can influence
Cannot influence
Business
critical
Screw
it
A simple decision model

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.
The UX Strategy
Value proposition
Generic UX guidelines
• Governance structure

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.
A simple example:
The AI Factory

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.
What’s wrong with this picture?

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.
Inspired by (and partly plagerized from) the great Ronnie Batista

31.
If you don’t know where you’re going,
you’ll never get there.

32.
And if you are still totally confused....

33.
‫שלום‬

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
info@fatdux.com
www.fatdux.com