UX Strategy, 2nd Edition

Chapter 10. Denouement

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Denouement

And so, onwards…along a path of wisdom, with a hearty tread, a hearty confidence! However you may be, be your own source of experience. Throw off your discontent about your nature. Forgive yourself your own self. You have it in your power to merge everything you have lived through—false starts, errors, delusions, passions, your loves and your hopes—into your goal, with nothing left over.*

—FRIEDRICH NIETZSCHE

Sometimes, products never see the light of day, and typically never for reasons that you can expect or control. Financial crises, teams burning out, new technologies arriving, personal motivation, broken relationships, and more are a lot of variables beyond a UX/product strategy that will come into play.

The startup Metromile,† which you met in Chapter 1, is still the leading pay-per-mile insurance company, but they have been rapidly expanding into the B2B world of enterprise. Now their former competitors are becoming their partners: they are helping other insurance carriers and OEMs with digital transformation by licensing their Claims AI platform. They have also partnered with Ford to provide owners of connected Ford vehicles with personalized insurance without the need to install additional devices.‡

For Volkswagen, I recently had lunch again with Sebastian. He’s been heading the Business Innovation Studio out of his home in Berlin since the start of COVID-19. The business innovation studio is still growing, with an international ...