Tappworthy A Framework for Mobile Strategy

1,643 views

Published on

As the digital landscape continues to evolve, mobile is emerging as the next big initiative for many companies. How can you make mobile work for your business or your clients? What does having a digital strategy mean today? Why is mobile about more than the devices we use? What affect will  new mobile devices have on social media? In our rapidly changing world concepts like "mobile" and "social media" won't matter. It will be more important to understand how our use of and interaction with digital technology has changed. For the next wave of Internet users, mobile will be their first - and for many, their only - “web” experience. They will want to interact with products and services when they want to and how they want to—and that's not always on your website.

Published in: Technology, Business

Tappworthy A Framework for Mobile Strategy

  1. 1. TAPPWORTHYA framework for moving your mobile strategy beyond iPhone & iPad#makeittapp @themoleskin
  2. 2. How do people get started with mobile?A mobile story
  3. 3. This  won’t  be  tactical  -­  principles  &  insights This  is  part  of  a  longer  3-­hour  workshop We  will  cover  a  lot  of  ground We  love  psychology  &  peopleHow do people get started with mobile?A mobile story
  4. 4. NOW!GET ME A MOBILE APPLICATION
  5. 5. THINK DIFFERENTLY.
  6. 6. THETECHNOLOGYCYCLE DOESN’TWORK THIS WAY
  7. 7. THETECHNOLOGYCYCLE DOESN’TWORK THIS WAY Effectively
  8. 8. MOBILE DOESN’T FIT THE TRADITIONALTECHNOLOGY &MARKETINGPROBLEM SOLVINGMINDSET
  9. 9. Mobile Lesson 1:IT’S EASY WHEN YOUUNDERSTANDCONSUMERMOTIVATION DON’T  START  WITH  THE  WRONG   QUESTION
  10. 10. AR TW ITH ST WH ATW HY ..NOT
  11. 11. WHAT ARE THE KEYS TO SUCCESSFULMOBILE SOLUTIONSWHEN USERS ARE LIKELY TO BEINTRINSICALLY MOTIVATED NOT  BY  TECHNOLOGY
  12. 12. WHAT ARE THE KEYS TO SUCCESSFULMOBILE SOLUTIONSWHEN USERS ARE LIKELY TO BEINTRINSICALLY MOTIVATED NOT  BY  TECHNOLOGY
  13. 13. SOLVE PROBLEMSDON’T JUST CREATEARTIFACTSSolving problems is not necessarily a how orwhat problem (how to build stuff), moreand more it’s a why problem(what shouldwe build and why). We have to be able tocreate things that are about creatingexperiences that are relevant to people.When you don’t ask “why”, you run the riskof creating an “artifact” that is stripped ofrelevance for the user.
  14. 14. TECHNOLOGY PREDATES SCIENCE & ENGINEERINGIt’s the embodiment of our ability as humans to producepractical repeatable results. We build machines andprocedures to simplify the problem solving process.
  15. 15. WE BUILD SOLUTIONSFOR PEOPLE
  16. 16. WE BUILD SOLUTIONSWE DON’T ALWAYSFOR PEOPLETREAT USERS AS PEOPLE
  17. 17. IT’S NOT JUST DEMOGRAPHICSPAY ATTENTION TO THE THINGS THAT REALLY MATTER
  18. 18. THIS GUY’s INDIVIDUAL CONCERNS ARE MORE IMPORTANT THAN YOU THINK.IT’S NOT JUST DEMOGRAPHICSPAY ATTENTION TO THE THINGS THAT REALLY MATTER
  19. 19. IT’S NOT JUST DEMOGRAPHICSPAY ATTENTION TO THE THINGS THAT REALLY MATTER
  20. 20. QUALITATIVE INSIGHTSGIVE US GUIDANCE FOR BRIDGING THE GAP FOR OTHERS
  21. 21. Whats Happening? During this phase we perform a series of activities designed to create a comprehensive understanding of the issue, its impact, what we know and need to know about its dynamics and causes, who influence it and who may affect it, and what the future would be like if the ideal solution is created. Whats Success? During this phase we define the “soft” criteria bycreating a richly detailed vision of the future and the Whats The Solution Final work statements and summaries created “hard” criteria by establishing success criteria and expected user story outcomes. Whats The Challenge Whats The Answer During this phase we define the “soft” criteria by During this phase we test assumptions by creating andcreating a richly detailed vision of the future and the testing prototypes and investigating possible “hard” criteria by establishing success criteria and technology solutions expected user story outcomes.
  22. 22. Starting challenge:HOW CAN MOBILE GETSTUDENTSTO PAY BILLS THIS  IS  OK,  BUT  IT’S  PROVIDER   FOCUSED.
  23. 23. A better challenge:HOW MIGHT WE PROVIDESTUDENTS &THEIR SUPPORTERSRESOURCES THAT MAKEMANAGING SCHOOL RELATEDFINANCES SIMPLE? MUCH  BETTER
  24. 24. WHAT CAN QUALITATIVE DATA TELL US? INTERACTIVE VIDEO
  25. 25. WHAT CAN QUALITATIVE DATA TELL US? INTERACTIVE VIDEO
  26. 26. Mobile Lesson 2:YES, WE KNOWMOBILEMATTERSBUT WHY DOES IT? THE  STATISTICS  DON’T  MEAN  AS   MUCH  AS  THE  STORY  THEY  TELL
  27. 27. DEMOGRAPHICS WITH IMPACTTHERE IS ALWAYS A STORY THERE.
  28. 28. MOBILEEXTENDSDESKTOPEXPERIENCES
  29. 29. MOBILEEXTENDSDESKTOPEXPERIENCES 81% 68% 48% 77%BROWSED APPED WATCHED SEARCHED
  30. 30. IT’S NOT JUST ABOUT MOBILE ON THE GO AT HOME 93% ON THE GO 87% IN A STORE 77% RESTAURANT 73% WORK 72% SOCIAL GATHERING 66% CAFE 54% AIRPORT 53% 93% LIBRARY 32% SCHOOL AT HOME 29%
  31. 31. MOBILE ENABLES ACCESS TO OTHER MEDIA IN CONTEXT LISTEN TO MUSIC 44% WATCH TV READ A BOOK 33% 16% 72% READ NEWS INTERNET 22% 29% PLAY GAMES 22%
  32. 32. Mobile Lesson 3:UNDERSTAND HOW THETECHNOLOGYCURVESAFFECT CONSUMER EXPECTATIONS #mobiletrends
  33. 33. ITS NOT JUST ABOUT Entertain DEVICE Product Service Mobile is about moreFulfillment Fulfillment than the phone. Mobile is just a reference to an emerging eco-system Mobile of solutions, that drive interaction through engagement not impressions.Research & Shopping Communicate Community
  34. 34. GIVE MEANINGTO THE TECHNOLOGY CAMERA GPS BLUETOOTH GAME MECHANICS TOUCH
  35. 35. GIVE MEANINGTO THE TECHNOLOGY CAMERA SENSE + RECORD GPS LOCATION AWARE BLUETOOTH REMOTE CONTROL GAME MECHANICS ENTERTAINMENT TOUCH SENSE + PHYSICAL
  36. 36. NEW MOBILE USEREXPECTATIONS SOCIAL ALWAYS ON SPIME AWARE CONTEXT AWARECOLLABORATION INSTANT ACCESS SPACE + TIME WHAT AM I DOINGPC EXTENSION PHONE? CONTROL HAVE SOME FUN COMPUTING+ MOBILE EVERYTHING ENVIRONMENT ACCESS ENTERTAINMENT
  37. 37. Market BusinessDesirability Viability Technical Feasibility
  38. 38. Why Should You Do It? How Should You Do It?What Should You Do?
  39. 39. Mobile Lesson 4:THE BASIC COMPONENTS OFMOBILE STRATEGY SOLUTIONS TECHNOLOGY ASPIRATION EXECUTION PEOPLE
  40. 40. PEOPLE STRATEGYWHO  ARE  YOU  BUILDING  FOR  AND  WHY? SOLUTIONS TECHNOLOGY ASPIRATION PEOPLE EXECUTION
  41. 41. AUDIENCE STRATEGY UNDERSTANDING MOBILE PERSONASMOBILE ADDICTED SOCIAL MOBILE FIRST DEVOTEE ANIMAL LIFESTYLE “Mobile is “I love my “I love social “I use mobile my primary mobile interaction & to solveaccess point” technology” connection” problems”
  42. 42. AUDIENCE STRATEGY WHO ARE WE ADDRESSINGLisa Donelson James Simon Sarah Barnes Kyle MastersonTitle Department Title Major Title Major Title MajorStudent Advisor Student Aid High School Grad Engineering Junior Marketing Grad Student HistoryCompany Location School Location School Location School LocationUniversity of Houston Houston, TX SMU Dallas, TX Boston College Boston, MA Indiana University Boston, MAInternet Usage Internet Usage Internet Usage Internet UsageMobile Usage Mobile Usage Mobile Usage Mobile UsageTechnology Knowledge Financial Knowledge Financial Knowledge Financial KnowledgeLearning Orientation Financial Awareness Financial Awareness Financial AwarenessLisa Says: James Says: Sarah Kyle Says:I have learned a lot in my time here. I am pretty excited about going to They don’t tell me anything I don’t What now? My parents haven’t helpedI really would like use that to help school. My parents gave me advice but I already know. I say ,“I need more in a while. I still have a lot to pay for andstudents undesrstand their financial aid. don’t think I will need it. It’s been so long money” . They say “Take out another I’m not sure how I will pay it back. since they were in school. loan”. Thanks! that helps... The Advisor High School Grad Undergraduate Graduate
  43. 43. ASPIRATIONSWHAT  ARE  THEY  TRYING  TO  ACCOMPLISH SOLUTIONS TECHNOLOGY ASPIRATION PEOPLE EXECUTION
  44. 44. AUDIENCE STRATEGY MOBILE USE CONTINUUMS How often will it be used?INFREQUENT REPETITIVE USE USE What will it be used for?USED FOR USED FOR UTILITY ENTERTAINMENT How important is task completion URGENT NON-CRITICAL TASK TASK
  45. 45. AUDIENCE STRATEGY FINDING EMPATHY FOR NEEDS What do users think/feel? What do users see? Inner working of their mind View of their environment • What is really important to them? • What does it look like? • What drives them? •Who surrounds them? • What worries them? •Who are their friends? • Describe their aspirations •What causes are they exposed to? •What problems do they encounter? USERS What do users hear? What do users experience? What happens to themInfluence of the environment•What do friends or family say? •What do they do?•Who influences them and how? •What is their experience?•Who communication methods are used?
  46. 46. When You... The Customer.... Chaione can innovate by... Examples Determine their goals Simplifying planning Weight Watchers streamlines diet planning by offering a1: Define and plan resources. system that doesn’t require calorie counting. Gather items and Making required inputs easier to U-Haul provides customers with prepackaged moving kits information needed to gather and ensuring they’re containing the number and type of boxes required for a2: Location do the job. available when and where needed. move. Set-up the environment Make set-up less difficult and Bosch added adjustable levers to its circular saw to to do the job creating guides to ensure proper accommodate common bevel angles used by roofers to cut3: Prepare set-up of the work area. wood. Verify that they are Giving customers information they ProfitLogic merchandising optimization software confirms4: Confirm ready to perform the need to confirm readiness. optimal timing and level of a store’s markdowns for each job. product. Carry out the job Preventing problems or delays. Kimberly-Clark’s Patient Warming System automatically circulates heated water through the thermal pads placed5: Execute on surgery patients to maintain their normal body temperature during surgery. Assess whether the job Linking monitoring with improved Nike makes a running shoe containing a sensor that6: Monitor is being successfully execution communicates audio feedback about time, distance, pace executed. and calories burned to an iPod worn by the runner. Make alterations to Reducing the need to make Microsoft’s auto downloads/installs OS to remove hassle improve execution alterations and the number of for computer users. People don’t have to determine which7: Modify alterations needed. updates are necessary, find them updates, or ensure the updates are compatible. Finish the job or prepare Designing products that simplify 3M makes a wound dressing that stretches and adheres to repeat it the process of concluding the job. only to itself - not to patient’s skin or sutures. Offers a8: Conclude way for medical personnel to secure dressing at the conclusion of treatment and remove them after a wound has healed.
  47. 47. SOLUTIONWHAT SHOULD YOU BUILD? SOLUTIONS TECHNOLOGY ASPIRATION PEOPLE EXECUTION
  48. 48. HOW TO PICK THE RIGHT FEATURES IDEA: CORE ACTIONS WHAT DOES THAT APP NEED TO DO?A core action could be something like a check-in orcompleting a form. Think of core actions as things theuser must take action on or manipulate.Tip: Try thinking of your core actions as nouns and thenpair them with a verb.
  49. 49. HOW TO PICK THE RIGHT FEATURES IDEA: SUPPORT ACTIONS HOW DO YOU SUPPORT ACTIONS?Supporting actions are “attributes”, “sub task” or“content” that are necessary for the user to complete thetasks associated with the core action.
  50. 50. RECOGNIZEGOOD AND BADPATTERNS GOOD PATTERNS Good patterns are those that are created to help us to get work done faster and more effectively. BAD PATTERNS Patterns that are assumed or ignored because we don’t understand patterns of behavior.
  51. 51. SOLUTIONWHAT SHOULD YOU BUILD? SOLUTIONS TECHNOLOGY ASPIRATION PEOPLE EXECUTION
  52. 52. HOW TO PICK THE RIGHT TECHNOLOGY IDEA: TECH IN PERSPECTIVE WHAT TECH & PLATFORMS TO USE?What’s the business reason & model?What are the goals of your users?What are the required core actions?How will mobile affect usage?What skills & resources do you have?Do you understand the balance between native & web?
  53. 53. EXECUTIONNEXT STEPS & EXISTING SYSTEMS SOLUTIONS TECHNOLOGY ASPIRATION PEOPLE EXECUTION
  54. 54. EXECUTION STRATEGY 6 L.E.V.E.R.S. OF EXECUTION Learn From Your Customer (Observational) -  Watch them, learn fromL them and solve their "jobs to be done" Ever-Active providers win (Accessible) - More than open standards, BeE easier, Be everywhere, Be always on Value Customer Experience (Experience) - Experience matters. MakeV them fell like they are a market unit of one. Engage them where it matters (Engagement) - Engage them withE content that matters when and where it matters. Re-connect & Connect with People (Community & Social) - Reach outR and connect with the people who matter most. Share the burden (Collaboration) - How do you use the power of yourS network to create new opportunities for your company.
  55. 55. GETTING STARTEDON THE RIGHT TRACKWhat type of experience (Mobile First, Content, Application,Entertainment)?Do I understand the personas that I am targeting?Am I avoiding miniaturizing my main website?Have I created a focused list of goals, user stories andfeatures?Do I know whether I need a mobile website, mobile app orother solution?Is the strategy aligned with company strategy?Do I have the team needed to create a complete solution?Do I know what devices I need to target?
  56. 56. THANK YOU! Kelsey RugerVice President Design & Innovation kelsey.ruger@chaione.com @themoleskin Interested?

×