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......

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

  • 1. Mobile Customers & the Digital Experience
  • 2. UniversalMind™ source: NYTimes
  • 3. UniversalMind™
  • 4. UniversalMind™
  • 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. UniversalMind™
  • 7. UniversalMind™ ~2009: WHAT IS YOUR MOBILE STRATEGY? source: iainclaridge.co.uk
  • 8. RJ OWEN Director of User Experience
 Universal Mind
 universalmind.com
 rj.owen@universalmind.com
 @rjowen

  • 9. UniversalMind™ source: Luke W “MOBILE” 2014
  • 10. UniversalMind™ WHAT IS YOUR MOBILE STRATEGY? source: iainclaridge.co.uk
  • 11. UniversalMind™ WHAT IS YOUR DESKTOP STRATEGY? source: anandtech.com
  • 12. UniversalMind™ Source: NYPost.com WHAT IS YOUR WATCH STRATEGY?
  • 13. UniversalMind™ Source: Mashable WHAT IS YOUR GOOGLE GLASS STRATEGY?
  • 14. UniversalMind™ WHAT IS YOUR OCULUS RIFT STRATEGY? source: theguardian.com
  • 15. UniversalMind™ There is no mobile strategy - only the strategy. Jason Grigsby (2007)
  • 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. 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. UniversalMind™ MOBILE IS THE MEDIUM but the experience is much bigger than the device. source: sfcitizen.com
  • 19. TREND IN MOBILE: 
 NO ONE CARES ABOUT “MOBILE.” PEOPLE WANT GOOD EXPERIENCES. SOMETIMES THAT MEANS “APPS.”
  • 20. WHY DO YOU NEED AN APP?
  • 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. 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. 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. TREND IN MOBILE: 
 NO ONE WANTS TO DOWNLOAD AN AD.
  • 25. Useful Usable Desirable AVOIDING THE “AD APP” TRAP
  • 26. UniversalMind™
  • 27. • Always On • Local • Personal • Reality, Augmented • Available • Contextual • Friendly • Helpful MOBILE IS… HOPEFULLY • Annoying • Creepy • Creepy • Dorky POTENTIALLY
  • 28. UniversalMind™ http://estimote.com/ TARGET SPECIFIC CONTEXTS
  • 29. UniversalMind™
  • 30. UniversalMind™ http://www.todaysiphone.com/2014/06/ios-8-adds-ability-scan-credit-cards/ MAKE USE OF SENSORS
  • 31. UniversalMind™
  • 32. UniversalMind™
  • 33. UniversalMind™ Do people use QR codes? A.) No B.) Very no C.) What’s a QR code?
  • 34. TREND IN MOBILE: 
 DON’T RELY ON QR CODES….FOR ANYTHING.
  • 35. UniversalMind™ CONSIDER INTERRUPTION CREATE FOCUS
  • 36. UniversalMind™
  • 37. UniversalMind™
  • 38. UniversalMind™
  • 39. DON’T START WITH THE BUSINESS MODEL. DON’T START WITH THE TECHNOLOGY. START BY DEFINING THE EXPERIENCE.
  • 40. UniversalMind™ The greatest obstacle to discovery is not ignorance, but the illusion of knowledge. Daniel Boorstin
  • 41. START WITH A CUSTOMER NEEDS STUDY Understand what your customers need out of your brand. Solution Need Need Need Need Solution
  • 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. 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. DOCUMENT THE CURRENT EXPERIENCE
  • 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. IDENTIFY AREAS OF IMPROVEMENT
  • 47. DESIGN FROM DEPTH
  • 48. UniversalMind™
  • 49. UniversalMind™
  • 50. UniversalMind™
  • 51. UniversalMind™
  • 52. UniversalMind™
  • 53. Thank you. rj.owen@universalmind.com
 universalmind.com
 @rjowen