0
Mobile Customers &
the Digital Experience
UniversalMind™
source: NYTimes
UniversalMind™
UniversalMind™
• ~200M iPads and iPhones sold 2013 worldwide (2x cars)
• iOS: $20B in revenue since 2008
• Touch screens
• App stores
• “...
UniversalMind™
UniversalMind™
~2009: WHAT IS YOUR MOBILE STRATEGY?
source: iainclaridge.co.uk
RJ OWEN
Director of User Experience

Universal Mind

universalmind.com

rj.owen@universalmind.com

@rjowen

UniversalMind™
source: Luke W
“MOBILE” 2014
UniversalMind™
WHAT IS YOUR MOBILE STRATEGY?
source: iainclaridge.co.uk
UniversalMind™
WHAT IS YOUR DESKTOP STRATEGY?
source: anandtech.com
UniversalMind™
Source: NYPost.com
WHAT IS
YOUR
WATCH
STRATEGY?
UniversalMind™
Source: Mashable
WHAT IS
YOUR
GOOGLE
GLASS
STRATEGY?
UniversalMind™
WHAT IS YOUR
OCULUS RIFT
STRATEGY?
source: theguardian.com
UniversalMind™
There is no mobile strategy - only the strategy.
Jason Grigsby (2007)
UniversalMind™
What is your strategy?
What do you offer customers?
What is your brand experience?
BRAND EXPERIENCE?
TARGET...
UniversalMind™
“You can practice shooting eight hours a day, but if your
technique is wrong, then all you become is very g...
UniversalMind™
MOBILE IS THE
MEDIUM
but the experience is much
bigger than the device.
source: sfcitizen.com
TREND IN MOBILE: 

NO ONE CARES ABOUT “MOBILE.”
PEOPLE WANT GOOD
EXPERIENCES.
SOMETIMES THAT MEANS “APPS.”
WHY DO YOU
NEED AN APP?
UniversalMind™
Why do you need a mobile app?
A.) Increase revenue through in-app advertising
B.) Market through a mobile s...
UniversalMind™
Why do you need a mobile app?
A.) Increase revenue through in-app advertising
B.) Market through a mobile s...
UniversalMind™
“My advice is this: It’s ok to have your own app, but your
entire mobile marketing strategy should not stop...
TREND IN MOBILE: 

NO ONE WANTS TO
DOWNLOAD AN AD.
Useful
Usable Desirable
AVOIDING THE “AD APP” TRAP
UniversalMind™
• Always On
• Local
• Personal
• Reality, Augmented
• Available
• Contextual
• Friendly
• Helpful
MOBILE IS… HOPEFULLY
• A...
UniversalMind™
http://estimote.com/
TARGET
SPECIFIC
CONTEXTS
UniversalMind™
UniversalMind™
http://www.todaysiphone.com/2014/06/ios-8-adds-ability-scan-credit-cards/
MAKE USE OF
SENSORS
UniversalMind™
UniversalMind™
UniversalMind™
Do people use QR codes?
A.) No
B.) Very no
C.) What’s a QR code?
TREND IN MOBILE: 

DON’T RELY ON QR
CODES….FOR
ANYTHING.
UniversalMind™
CONSIDER
INTERRUPTION
CREATE FOCUS
UniversalMind™
UniversalMind™
UniversalMind™
DON’T START WITH THE
BUSINESS MODEL.
DON’T START WITH THE
TECHNOLOGY.
START BY DEFINING THE
EXPERIENCE.
UniversalMind™
The greatest obstacle to discovery is not ignorance,
but the illusion of knowledge.
Daniel Boorstin
START WITH A
CUSTOMER
NEEDS STUDY
Understand what your
customers need out of your
brand.
Solution Need
Need
Need
Need
Solu...
CUSTOMER NEEDS STUDIES
• Small sample sizes per customer group (if segmentation
exists) to start
• Large samples to statis...
UniversalMind™
Creativity is just connecting things. When you ask creative
people how they did something, they feel a litt...
DOCUMENT THE CURRENT EXPERIENCE
DOCUMENTATION TECHNIQUES
• Journey maps and Atlases
• Personas or representative customer profiles
• Atomic modeling
• Cus...
IDENTIFY AREAS OF IMPROVEMENT
DESIGN FROM DEPTH
UniversalMind™
UniversalMind™
UniversalMind™
UniversalMind™
UniversalMind™
Thank you.
rj.owen@universalmind.com

universalmind.com

@rjowen

Digital Experiences and the Mobile Customer
Digital Experiences and the Mobile Customer
Digital Experiences and the Mobile Customer
Digital Experiences and the Mobile Customer
Digital Experiences and the Mobile Customer
Digital Experiences and the Mobile Customer
Digital Experiences and the Mobile Customer
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Digital Experiences and the Mobile Customer

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RJ Owen's talk from Future Insights Live 2014 in Las Vegas: "Our users are dependent on their mobile devices and their expectations for excellent experiences are getting greater and greater. We'll take a look at the modern day customer, considerations we must remember when designing mobile experiences, and how the latest technologies can help us deliver."

Miss his talk? Join us at a future show: www.futureofmobile.com. Sign up for our newsletter at futureinsights.com and get 15% off your next conference.

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Transcript of "Digital Experiences and the Mobile Customer"

  1. 1. Mobile Customers & the Digital Experience
  2. 2. UniversalMind™ source: NYTimes
  3. 3. UniversalMind™
  4. 4. UniversalMind™
  5. 5. • ~200M iPads and iPhones sold 2013 worldwide (2x cars) • iOS: $20B in revenue since 2008 • Touch screens • App stores • “Edge”, 3G, Wimax, “4G”, LTE MOBILE IMPACT
  6. 6. UniversalMind™
  7. 7. UniversalMind™ ~2009: WHAT IS YOUR MOBILE STRATEGY? source: iainclaridge.co.uk
  8. 8. RJ OWEN Director of User Experience
 Universal Mind
 universalmind.com
 rj.owen@universalmind.com
 @rjowen

  9. 9. UniversalMind™ source: Luke W “MOBILE” 2014
  10. 10. UniversalMind™ WHAT IS YOUR MOBILE STRATEGY? source: iainclaridge.co.uk
  11. 11. UniversalMind™ WHAT IS YOUR DESKTOP STRATEGY? source: anandtech.com
  12. 12. UniversalMind™ Source: NYPost.com WHAT IS YOUR WATCH STRATEGY?
  13. 13. UniversalMind™ Source: Mashable WHAT IS YOUR GOOGLE GLASS STRATEGY?
  14. 14. UniversalMind™ WHAT IS YOUR OCULUS RIFT STRATEGY? source: theguardian.com
  15. 15. UniversalMind™ There is no mobile strategy - only the strategy. Jason Grigsby (2007)
  16. 16. UniversalMind™ What is your strategy? What do you offer customers? What is your brand experience? BRAND EXPERIENCE? TARGET CUSTOMER? STRATEGY? WHAT IS YOUR…
  17. 17. UniversalMind™ “You can practice shooting eight hours a day, but if your technique is wrong, then all you become is very good at shooting the wrong way. Get the fundamentals down and the level of everything you do will rise.” Michael Jordan
  18. 18. UniversalMind™ MOBILE IS THE MEDIUM but the experience is much bigger than the device. source: sfcitizen.com
  19. 19. TREND IN MOBILE: 
 NO ONE CARES ABOUT “MOBILE.” PEOPLE WANT GOOD EXPERIENCES. SOMETIMES THAT MEANS “APPS.”
  20. 20. WHY DO YOU NEED AN APP?
  21. 21. UniversalMind™ Why do you need a mobile app? A.) Increase revenue through in-app advertising B.) Market through a mobile store channel C.) Competitors are on the app store! D.) Translate or augment your core offering
  22. 22. UniversalMind™ Why do you need a mobile app? A.) Increase revenue through in-app advertising B.) Market through a mobile store channel C.) Competitors are on the app store! D.) Translate or augment your core offeringD.) Translate or augment your core offering
  23. 23. UniversalMind™ “My advice is this: It’s ok to have your own app, but your entire mobile marketing strategy should not stop at building one. But if you are going to invest in your own app, make it something that you would want to use. No one wants to download an ad.” Harvard Business Review
  24. 24. TREND IN MOBILE: 
 NO ONE WANTS TO DOWNLOAD AN AD.
  25. 25. Useful Usable Desirable AVOIDING THE “AD APP” TRAP
  26. 26. UniversalMind™
  27. 27. • Always On • Local • Personal • Reality, Augmented • Available • Contextual • Friendly • Helpful MOBILE IS… HOPEFULLY • Annoying • Creepy • Creepy • Dorky POTENTIALLY
  28. 28. UniversalMind™ http://estimote.com/ TARGET SPECIFIC CONTEXTS
  29. 29. UniversalMind™
  30. 30. UniversalMind™ http://www.todaysiphone.com/2014/06/ios-8-adds-ability-scan-credit-cards/ MAKE USE OF SENSORS
  31. 31. UniversalMind™
  32. 32. UniversalMind™
  33. 33. UniversalMind™ Do people use QR codes? A.) No B.) Very no C.) What’s a QR code?
  34. 34. TREND IN MOBILE: 
 DON’T RELY ON QR CODES….FOR ANYTHING.
  35. 35. UniversalMind™ CONSIDER INTERRUPTION CREATE FOCUS
  36. 36. UniversalMind™
  37. 37. UniversalMind™
  38. 38. UniversalMind™
  39. 39. DON’T START WITH THE BUSINESS MODEL. DON’T START WITH THE TECHNOLOGY. START BY DEFINING THE EXPERIENCE.
  40. 40. UniversalMind™ The greatest obstacle to discovery is not ignorance, but the illusion of knowledge. Daniel Boorstin
  41. 41. START WITH A CUSTOMER NEEDS STUDY Understand what your customers need out of your brand. Solution Need Need Need Need Solution
  42. 42. CUSTOMER NEEDS STUDIES • Small sample sizes per customer group (if segmentation exists) to start • Large samples to statistically quantify findings (if possible) • The goal: identify “unkwown observables” and establish a depth to design from
  43. 43. UniversalMind™ Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while. That's because they were able to connect experiences they've had and synthesize new things. Steve Jobs
  44. 44. DOCUMENT THE CURRENT EXPERIENCE
  45. 45. DOCUMENTATION TECHNIQUES • Journey maps and Atlases • Personas or representative customer profiles • Atomic modeling • Customer insight report with interview results • Deeper task analysis and further investigation
  46. 46. IDENTIFY AREAS OF IMPROVEMENT
  47. 47. DESIGN FROM DEPTH
  48. 48. UniversalMind™
  49. 49. UniversalMind™
  50. 50. UniversalMind™
  51. 51. UniversalMind™
  52. 52. UniversalMind™
  53. 53. Thank you. rj.owen@universalmind.com
 universalmind.com
 @rjowen

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