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

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Behind the Curtain: Secrets of Mobile Application Wizardry …

Behind the Curtain: Secrets of Mobile Application Wizardry

A jaw dropping 80% of iPhone and Android apps have hardly any active users. Tens of thousands of developers and hundreds of thousands of mobile applications have gotten it wrong. But mobile apps done right can provide unprecedented value to users and rapid transformations of businesses. Gilt Groupe, USAA Bank and Pandora can attribute much of their recent success to their mobile applications. The biggest barrier to success? More is absolutely less. As Mark Twain famously said, “It would have been shorter if I had more time.” With seemingly infinite options of features, ‘what’ and ‘how much’ is the hardest part of development. This presentation will provide a detailed unbridled view into the strategy and creative process of creating a compelling, successful mobile app by finding the right balance between business objectives content, design, functionality, and concept.

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  • 1. BEHIND THE CURTAIN: SECRETS OF MOBILE APPLICATION WIZARDRY MARCH 2011 #Appwiz0 © 2011 Razorfish. All Rights Reserved.
  • 2. INTRODUCTION1 © 2011 Razorfish. All Rights Reserved.
  • 3. WHAT WE2 © 2011 Razorfish. All Rights Reserved.
  • 4. 3 © 2011 Razorfish. All Rights Reserved.
  • 5. 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
  • 6. Applications will have largest impactTech giants, publishers & brands have declared….Success of their business depends on success in mobile3/12/2011 5
  • 7. CONSUMERS VALUES ONE THING THE MOST…6 © 2011 Razorfish. All Rights Reserved.
  • 8. SCALEENGAGEMENTTARGETINGMEASUREMENTVIRAL SHARINGTRANSACTION 3/12/2011 7
  • 9. 8 © 2011 Razorfish. All Rights Reserved.
  • 10. 9 © 2011 Razorfish. All Rights Reserved.
  • 11. 10 © 2011 Razorfish. All Rights Reserved.
  • 12. Mobile has a 95/5 rule; very few are successfulSUCCESS FAILURE3/12/2011 11
  • 13. IT ISHARD,AND HARD ISGOOD 12 © 2011 Razorfish. All Rights Reserved.
  • 14. 13 © 2011 Razorfish. All Rights Reserved.
  • 15. 14 © 2011 Razorfish. All Rights Reserved.
  • 16. IN THE WWW OF PEOPLE,Emerging human behaviors matter15 © 2011 Razorfish. All Rights Reserved.
  • 17. Process should prioritize purpose instead of repurpose 3/12/2011 1616
  • 18. 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.
  • 19. 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
  • 20. BEST PRACTICES19 © 2011 Razorfish. All Rights Reserved.
  • 21. BEST PRACTICES Too early for any best practice to be gospelTHERE ARE Everyday there is an opportunity to define best practices20 © 2011 Razorfish. All Rights Reserved.
  • 22. 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.
  • 23. 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
  • 24. 23 © 2011 Razorfish. All Rights Reserved.
  • 25. 24 © 2011 Razorfish. All Rights Reserved.
  • 26. 25 © 2011 Razorfish. All Rights Reserved.
  • 27. 26 © 2011 Razorfish. All Rights Reserved.
  • 28. 27 © 2011 Razorfish. All Rights Reserved.
  • 29. 28 © 2011 Razorfish. All Rights Reserved.
  • 30. 29 © 2011 Razorfish. All Rights Reserved.
  • 31. 30 © 2011 Razorfish. All Rights Reserved.
  • 32. 31 © 2011 Razorfish. All Rights Reserved.
  • 33. 32 © 2011 Razorfish. All Rights Reserved.

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