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Match Your Mobile Strategy to Your Mobile Users - Jonathan Hotz's Presentation at ModevCon 2015

Senior Product Manager Jonathan Hotz presented "Match Your Mobile Strategy to Your Mobile Users" at ModevCon 2015 on December 10th. His presentation described the process of designing and developing a mobile application for a customer using a real-world case study.

A video of the presentation is available here: https://vimeo.com/150182459

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Match Your Mobile Strategy to Your Mobile Users - Jonathan Hotz's Presentation at ModevCon 2015

  1. 1. MATCH YOUR MOBILE STRATEGY TO YOUR MOBILE USERS Jonathan Hotz - Sr. Product Manager
  2. 2. FEATURE BRAINSTORMING ➤ Build a Trello board and start adding stories ➤ Grab a pack of 3x5 cards and start writing out stories - Too deep, too fast
  3. 3. MARKET INFLUENCES 3
  4. 4. MARKET INFLUENCE ➤ Market events, seasonal timing, trends/directions ➤ Customer’s seasonal events, adoption cycles, buying cycles ➤ Mobile technology opportunities - When and what to release
  5. 5. USE CASE - NATURAL INSIGHT MOBILE APP January February March April May June July August September October November December This is a good time This is a bad time ➤ Natural Insight supports product and retail ➤ Plan for the rollout and adoption
  6. 6. FEATURE MATCH VS. CHANGE THE GAME ➤ Identify the holes in your app ➤ Find some common holes in the competition ➤ Unique mobile functionality - Move your app to those holes
  7. 7. USE CASE - LEXEE CHANGES THE GAME ➤ Mobile voice assistant for specific tasks ➤ Complete specific tasks ➤ Multi-modal interface
  8. 8. 2LEVERAGE WHAT YOU HAVE
  9. 9. WHAT DO WE HAVE TO START WITH ➤ What works well ➤ What do customers like ➤ What do you have that is unique ➤ What is applicable to mobile - Leverage these to make it easier/faster to build your app
  10. 10. USE CASE - LEVERAGE THE HTML5 SURVEY ➤ Mobile app was a few years old ➤ Few APIs that could be utilized ➤ Very capable HTML5-based interface for completing surveys ➤ Can leverage the interface and functionality
  11. 11. DETERMINE THE PLATFORM ➤ Move past personal biases ➤ Not as simple as iOS vs. Android ➤ Win mobile, responsive, mobile frameworks - Important, but your strategy should not start with this question
  12. 12. USE CASE - “HYBRID” PLATFORM 1. Started with what we could leverage ➤ HTML5 survey interface 2. Usage pattern and mobile platforms ➤ Mostly iOS, and supply iOS devices 3. Settled on a “hybrid” approach ➤ Native app ➤ Web view for the survey ➤ Native components for specific tasks
  13. 13. LISTEN TO YOUR USER’S NEEDS 1
  14. 14. INCREMENTAL VALIDATION ➤ Don’t be afraid to let go of what you want ➤ Validate needs with an MVP ➤ Can be done quickly ➤ One release -> one need ➤ Mobile lets you push to specific people - If it meets a need, it is still valuable even if it doesn’t have everything
  15. 15. USER INTERVIEWS ABOUT NEEDS ➤ You are not your user ➤ Understand who they are and what they need to do ➤ 3-5 users per persona ➤ Frequency of usage, specific tasks to complete ➤ What makes them “mobile”? - Let the conversation flow naturally, don’t force it
  16. 16. USE CASES - THE REAL UNMET NEEDS ➤ Interviewed about 10 users for both cases ➤ #1 - Thought we needed a big app for offline use ➤ Users just needed to manage photos ➤ #2 - Thought we needed to consolidate multiple systems ➤ Needed efficiency in paper-based system
  17. 17. LISTEN TO THE USERS LEVERAGE WHAT YOU HAVE MARKET INFLUENCES 123Take a step up from where you are to see more

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Senior Product Manager Jonathan Hotz presented "Match Your Mobile Strategy to Your Mobile Users" at ModevCon 2015 on December 10th. His presentation described the process of designing and developing a mobile application for a customer using a real-world case study. A video of the presentation is available here: https://vimeo.com/150182459

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