Behind the curtain secrets to mobile app wizardry - paul gelb razrofish sxsw

Value of mobile is amplified by channel &connective tissue dualityPotential to deliver unprecedented value to both consumers and businesses CHANNELS WEB APPS MESSAGING X-CHANNEL FEATURES/BEHAVIORS SOCIAL LOCATION COMMERCE SEARCH CONTENT3/12/2011 4

Applications will have largest impactTech giants, publishers & brands have declared….Success of their business depends on success in mobile3/12/2011 5

SCALEENGAGEMENTTARGETINGMEASUREMENTVIRAL SHARINGTRANSACTION 3/12/2011 7

Mobile has a 95/5 rule; very few are successfulSUCCESS FAILURE3/12/2011 11

Process should prioritize purpose instead of repurpose 3/12/2011 1616

CREATE SKUNKWORKS AND OLD NEW STRUCTURE THE EDGE SO IT CAN INNOVATION LABS ON THE EDGE OF PULL THE CORE TO THE EDGE THE FIRM AND THEN ABSORB THEM WHEN THEY START TO WORK17 © 2011 Razorfish. All Rights Reserved.

App development should be considered acontinuous process S-curve Rapid set of punctuated moves Stable over decades (potentially never ending) (few real changes in 60 years)3/12/2011 18

Experience needs to be somewhat familiar Similar to fashion design, small change as and people want to be different but not too DIFFERENTIATE different Don’t confuse the user PROCESS21 © 2011 Razorfish. All Rights Reserved.

Evaluation metrics should be leveraged forfeatures, functionality and design Prioritizes performance minimized navigation paths, Efficient personalized and contextualized communications Deepens relationship with consumer and provides moments Engaging of unexpected utility/playful interactivity Offer robust set of utilities within an intuitive interface; cross- Experiential channel touch points become more interactive Always On Provide a real-time, proactive and notification-driven resource Leverage more advanced functionality of handset and newOpportunistic consumer behaviors, with data supported iterative updates and enhancements Is sustainable over time, accommodating different messages Malleable and products without sacrificing scalability3/12/2011 22

Behind the curtain secrets to mobile app wizardry - paul gelb razrofish sxsw

by Paul Gelb

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