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OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
OMG, We Need a Mobile App!
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OMG, We Need a Mobile App!

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  • 1. “OMG. WE NEED A MOBILE APP!” DESIGN SCIENCE A NERDERY WEBINAR SERIES
  • 2. #DESIGNSCIENCE A FEW KEY TERMS... (JUST SO WE’RE SPEAKING THE SAME LANGUAGE) ¼ Responsive: A single code base that adapts how content and features display depending on the size of the screen the site is viewed on. ¼ Mobile Optimized: A separate website designed specifically for use on a mobile device. ¼ Native App: A program designed to run on the OS of a computer or other device that often uses device-native features as a part of its functionality. ¼ UX: User Experience - A discipline that focuses on meeting established business goals by ensuring that users of a website, application, or other thing can find the information they need and complete tasks easily.
  • 3. #DESIGNSCIENCE THE SCENARIO YOU’VE HEARD IT A MILLION TIMES ¼ As of March 2012, 50.4% of U.S. mobile subscribers owned smartphones Source: Nielsen, Mobile Insights, Q1 2012 ¼ It’s our job to design successful products ¼ How do we get started?
  • 4. #DESIGNSCIENCE MOBILE PROJECT DECISION FLOW PART 1: VALIDATING THE IDEA OMG We Need a Mobile App! Find the source of the request Stakeholder Interviews Why do we need a mobile app and what is it going to do? We have a product launch/mobile product idea/ other solid plan Uhh… everyone else is doing it and MOBILE ALL THE THINGS! Learn more about the business needs & objectives Stakeholder Interviews Do we need a mobile thing at all? Competitive Analysis Analytics Review YES NO Feature Inventory Convince Your Boss What Type of Mobile Thing? e.g. e.g.
  • 5. #DESIGNSCIENCE ¼ Meet with key project decision makers ¼ Subject Matter Experts (SMEs) and the “money guys” ¼ Understand project goals, motivations, success factors ¼ Ensure that all stakeholders are on the same page ¼ Take detailed notes and reference later STAKEHOLDER INTERVIEWS BACK TO DECISION FLOW Part 1: Validating the Idea
  • 6. #DESIGNSCIENCE ¼ CEO says “We just need something, and we need it fast!” ¼ He suggests rebuilding the site as an app. He read about a fancy new technology called PhoneGap (DANGER!) ¼ “If you build it, they will come...” STAKEHOLDER INTERVIEWS BACK TO DECISION FLOW Part 1: Validating the Idea
  • 7. #DESIGNSCIENCE ¼ What are your competitors offering? ¼ Are their mobile presences successful? ¼ Is your reputation damaged by a lack of mobile presence? ¼ Is there a gap to fill or opportunity to be an industry leader? COMPETITIVE ANALYSIS BACK TO DECISION FLOW Part 1: Validating the Idea
  • 8. #DESIGNSCIENCE ¼ What does our website do right now? ¼ Do we offer functionality that could translate well to mobile? ¼ Is there an opportunity to expand our offerings by going mobile? FEATURE INVENTORY BACK TO DECISION FLOW Part 1: Validating the Idea
  • 9. #DESIGNSCIENCE ¼ Who looks at our site? ¼ What browsers are they using?
 What devices? ¼ Where do they come from? ¼ What pages do they visit most frequently? For the most time/ duration? ANALYTICS REVIEW BACK TO DECISION FLOW Part 1: Validating the Idea
  • 10. #DESIGNSCIENCE ¼ VirtuServ offers an iPhone and Android app for download ¼ Their apps are actually bookmarks that link to the VirtuServ website, which doesn’t work well on a handheld browser site. ¼ About 100 people have downloaded the app, and it’s a realistic hunch that most of them are employees. ¼ KEY TAKEAWAY: There may be an opportunity to outshine the competition. COMPETITIVE ANALYSIS ¼ Current site allows customers to log in and see site performance statistics. ¼ Website contains a lot of marketing copy, pricing structure information, and the ability to purchase cloud- based hosting online. FEATURE INVENTORY ¼ Many clients try to log in on their mobile device after getting an email alert, but leave quickly. ¼ Search analytics suggest people look for a mobile version of the site with terms like “m.castleinthecloud.com” ¼ 90% of visitors who visit from a mobile device are using Safari on an iPhone/iPad. ¼ KEY TAKEAWAY: Users want mobile. ANALYTICS REVIEW BACK TO DECISION FLOW Part 1: Validating the Idea
  • 11. #DESIGNSCIENCE Is there a cool new product opportunity or tool/utility that users need? Native App Mobile Website Requirements Gathering Responsive or Mobile Optimized? Business Analysis Responsive Mobile Optimized Brainstorming/ Workshop Analytics/ Statistics Review iOS Android User Research iPhone? Android? Tablet? iPad? MOBILE PROJECT DECISION FLOW PART 2: WHAT KIND OF “MOBILE THING” IS RIGHT? Well, What Now? e.g. e.g. e.g. BACK TO DECISION FLOW Part 1: Validating the Idea
  • 12. #DESIGNSCIENCE ¼ Highly collaborative ¼ Gain a deeper understanding
 of context ¼ Generate ideas, wish-lists ¼ All ideas and opinions welcome BRAINSTORMING/WORKSHOP BACK TO DECISION FLOW Part 2: What Kind of Mobile Thing?
  • 13. #DESIGNSCIENCE BRAINSTORMING PRODUCT OPPORTUNITIES ¼ Castle notifies clients via email when there is an unusual load on their servers or if a server is down. Client must then log in to the website to view the statistics. ¼ Simplify notification process? ¼ Current statistics display is extremely robust, but system-critical events are hard to find. ¼ Clients are in almost daily contact with their Castle engineer and have a core list of people at their company they need to update with server issues. ¼ Opportunity for quick ticket submission? Integrate with contacts? BACK TO DECISION FLOW Part 2: What Kind of Mobile Thing?
  • 14. #DESIGNSCIENCE NATIVE VS. WEB FIGHT! ¼ Leverage phone’s hardware capabilities (e.g. Camera, accelerometer) ¼ Task-based/repeated access ¼ Offline access/storage ¼ Distribution through App Store ¼ Cross-platform ¼ Lower cost to entry (typically) ¼ Some interactivity, but largely exists to communicate information NATIVE APPLICATIONS MOBILE OPTIMIZED OR RESPONSIVE WEBSITE BACK TO DECISION FLOW Part 2: What Kind of Mobile Thing?
  • 15. #DESIGNSCIENCE ¼ Many types & tactics ¼ User interviews, testing, contextual inquiry ¼ Understand greater context & behavior ¼ Validation USER RESEARCH BACK TO DECISION FLOW Part 2: What Kind of Mobile Thing?
  • 16. #DESIGNSCIENCE ¼ Survey data revealed the following: ¼ Most clients are iPhone users, with 50% having the newest operating system ¼ In the last 30 days, 70% of users have needed to use their mobile device to access information on the Castle client website ¼ Users reported that it is difficult to use the website on their phone. Their site statistics do not display at all on their phone. ¼ A diary study revealed... ¼ Server outages often happen when clients are away from the office ¼ It is difficult to find support information on the current website ¼ Clients with physical hardware (self-hosted) must have barcode handy to receive support CASTLE CUSTOMER RESEARCH BACK TO DECISION FLOW Part 2: What Kind of Mobile Thing?
  • 17. #DESIGNSCIENCE ¼ ROI, success metrics ¼ Overall goals and company objectives ¼ Integration with business plan ¼ Execution/deployment plan BUSINESS ANALYSIS BACK TO DECISION FLOW Part 2: What Kind of Mobile Thing?
  • 18. #DESIGNSCIENCE ¼ Native features: alerts, contacts ¼ Market Share: > 60% iOS ¼ Data visualization ¼ Frequent, recurring access BACK TO DECISION FLOW Part 2: What Kind of Mobile Thing? SOMETIMES IT’S JUST NOT THE RIGHT CHOICE
  • 19. #DESIGNSCIENCE PROJECT
 PLANNING REQUIREMENTS DEFINITION INFORMATION ARCHITECTURE VISUALIZATION UX PROJECT LIFECYCLE GETTING TO THE FUN PART
  • 20. #DESIGNSCIENCE ¼ Castle in the Cloud (Castle, for short) offers server and storage solutions for large enterprise businesses with lots of employees and lots of data. ¼ One day, the CEO’s daughter told him that she had been searching for apps in the Google Play store and noticed that one of Castle’s competitors, VirtuServ, was offering a free app. ¼ The next day, the CEO busted into the Director of IT’s office and said, “VirtuHost has an app. We need to build one immediately. When can you get this done?” ¼ Anxious to please the CEO, the Director of IT said he’d get to work on it right away. He then assembled a team of Business Analysts and UX Designers to help him decide what to do (that’s us!). LET’S TRY AN EXAMPLE LET'S GO!
  • 21. #DESIGNSCIENCE CONSIDERATIONS & SOLUTION NATIVE iOS APP ¼ Native features: Alerts, Contacts ¼ Market Share: > 60% iOS ¼ Data visualization ¼ Frequent, recurring access

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