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, yet fail miserably in the marketplace. That happens a lot. This talk aims to help companies and designers avoid costly yet easily avoidable pitfalls. Surprisingly, most companies don't have a UX strategy. In fact, very few even know what this document would contain. This talk aims to show people how to start, conduct, and complete this work, even within politically disinclined organizations.

1. UX Strategy
the secret sauce that defines the pixie dust
Eric Reiss
@elreiss
UX Sofia
June 10, 2016
Sofia, Bulgaria

3. What is a UX Strategy?
Why does it matter?
What should I do?
How will it help me?

4. But let’s start with the basics…
What is UX?

5. User experience is the sum of a series of
interactions between:
people
devices
events
A simple definition of “UX”

6. Have you ever been to Riga, Latvia?

8. What is the UX of Riga?

9. Let’s pretend we’re tourists

20. But what is the UX if we live there?

28. Good UX? For whom?

29. If you only view UX through
a single lense
you will probably get it wrong.

30. The Kuleshov Effect

31. Note: Each individual
lense will often interpret
the same thing differently.

32. Define your UX goals
Do your research

33. A couple of questions for the app folks…
Do you have a successful product yet?
Or are you now looking for your
second successful product?

34. “This could be
SOOOOO cool!”

36. “We need to
build on our
momentum”

37. “This could be
SOOOOO cool!”

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

42. First, a war story…

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

46. Generals decide
goals and strategies
Officers decide
strategies and tactics
NCOs decide
tactics

47. Fat guys behind rocks, skinny guys behind trees

48. So let’s make this personal…
(when you are the whole army)

50. Why you decided to go to a conference is
a goal
What event you chose to attend is
strategic
How you choose your sessions is
tactical

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

52. Business plan
Business strategy
UX strategy
Products
]
]

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

54. Use these documents to create a
dialogue with company leadership

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

56. Let’s look at these points individually

57. a clear definition of the company’s/brand’s
value proposition vis-á-vis the business plan
a statement of what the user experience should
bring customers/clients
an explanation of how your company’s products
will continue to provide value in the future
through UX.
The value proposition

58. a clear definition of what you mean by “UX”
a 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

59. Let’s look at these points individually, too

60. 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”

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

63. The proposed project/feature makes things:
Easier to use
Easier to learn
Encourages use
More enjoyable
Supports the value proposition
Try to be specfic in the strategy document!
A simple list (Yes or no? Why and how?)

64. “We build cutting-edge software
that makes the world wonderful”

66. Suggests a chain of command
Who is ultimately responsible
Who will do the actual work
Insists on a timeline
Provides rules to measure and optimize UX
The governance structure

67. Keep it simple – don’t overthink it
Keep it flexible – there is no one right way
A few pointers…

70. A case story:
The AI Factory

73. 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

78. What’s wrong with this picture?

79. Another case story:
The Mark Hopkins Hotel

81. Business goal
Become the premium hotel in San Francisco
Business strategy
Draw on business partners to make MH services
even more appealing and to attract more guests.
Value proposition
“The Mark Hopkins has a long tradition of great
service on which we build in new, creative ways”
UX strategy
Make guests feel special by making the hotel’s
superior service more visible and personalized.
My guesses regarding MH’s strategies

83. 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:

84. Inspired by (and partly plagerized from) the great Ronnie Battista
The 10 commandments of UX

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

86. благодаря!

87. 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