The document discusses the importance of having a UX strategy to ensure long-term business success beyond individual products. It defines UX strategy as consisting of three parts: the value proposition, generic UX guidelines, and a governance structure. The value proposition is a statement of what user experience will provide customers. The generic UX guidelines include a definition of UX, design decision models, and principles related to the company value. The governance structure suggests leadership responsibility, work assignments, timelines, and metrics to optimize and measure UX. Developing a clear UX strategy helps ensure all departments share the same vision and that the strategy remains measurable and useful.
UX Strategy - the secret to long-term business success instead of one-shot wonders
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?
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
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?)
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
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
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.