Institutionalizing mobile user experience: key success factors, strategic positioning, and sustainable organisational implementations

This course addresses strategic and organisational aspects of user experience work in companies, based on experiences in the mobile service industry. It focuses on the question of how to successfully set-up a Corporate User Experience Team in the areas of conflict between top management, marketing, sales, IT, customer service, and product development. Besides the presentation of general motivations and drivers for corporate user experience work and several concepts for doing so, the course in particular represents the authors' experiences in setting-up such a team, discusses key success factors, and the role of selected strategic concepts (ROI, BSC). The organisers will provide an insight into the institutionalization within Austria's largest telecom & mobile service providing company - mobilkom austria. The tutorial provides attendees with the information required in order to be successful in establishing user experience work, and with insights and ideas for strategic positioning.