Reading/Strategy/Strategy Process/Testing

About
We have narrowed down our strategic possibilities for the Wikimedia Reading audience vertical to the following four main strategies. Note that these strategies apply to the experiences hosted on Wikimedia platforms and apps.

Below are tests that we plan to conduct to determine the viability of these strategies.
 * Optimize the UX of Wikipedia for emerging platforms and experiences. Aspiration: Wikipedia has cool, beautiful engaging content that people love to read and keep coming back to. It's a destination for beautiful, informative media that is widely shared. Wikipedia becomes a place with content people love to share.
 * Allow readers to interact with content and each other. Aspiration: Everyone can interact with knowledge. Wikipedia readers are able to interact with knowledge and each other at levels that meet or exceed current internet standards. Participation in knowledge dialogue, curation, and distribution is universal and not predicated on technical or procedural background.
 * Create deep-dive (guided) educational experience. Aspiration: Expanding our reach beyond reference and into education by being the best way to learn any topic, at any level, in any language, anywhere.
 * Create a reading experience tailored for users in the Global South. Aspiration: Wikipedia is as influential in the Global South as it is in the Global North. Readers using smartphones in the Global South find Wikipedia relevant to their lives to the same extent or greater than Global North readers. People know that Wikipedia exists and find it credible. Pageview traffic in the Global South grows dramatically in two years because our site quickly gets them to the information they need.

If a test fails, this suggests that a given strategy is unlikely to succeed in the near to medium term. In other words, a failing test means that a strategy should not be pursued immediately. We may in the future want to revisit the viability of a strategy that had failing tests, in case market conditions changed.

For further background on how we reached this point, please check out the video below .

Tests marked in bold are tentatively planned for Q2 FY 2015-2016 (October - December, 2015).

Optimize the UX of Wikipedia for emerging platforms and experiences

 * 1) Condition to test: Innovative user experiences/ well designed apps and sites will drive traffic
 * 2) * Small directional test: Industry Comparison: Are there examples of other large internet sites that have increased purely through updating the UX and UI of their property? What impact have major redesigns had on other properties that have made major updates in the last 2-3 years? ✅
 * 3) * Medium test: Redirect 1% of non-authenticated desktop users from desktop to mobile web, and measure impact against control group.
 * 4) * Large effort test (definitive): Beta Test UI Impact
 * 5) Condition to test: Wikipedia can develop modern experiences faster than upstream/intermediate providers
 * 6) * Small directional test: Succesfully push read-more out on mobile web
 * 7) * Medium test: Push something that changes the article header onto mobile web within a quarter
 * 8) * Large effort test (definitive): none