Taking Federal to the Streets with Mobile

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Federal mandates are requiring agencies to put mobile device adoption front and center to their citizen-centric initiatives. Don Bruns discusses how Federal agencies can take a page from the corporate playbook and follow 6 best practices to make killer mobile apps.

By May 2013, agencies are required to have two existing customer-facing services optimized for mobile. But there is a big difference between optimized for mobile, and a great mobile experience. Instead of just making apps for apps sake, Bruns shares examples of successes and faliures to learn from.

In this on-demand webinar, you will hear about the 6 best practices for killer mobile apps:

Address the needs of mobile users
Support the agency mission
Manage expectations
Provide repeat value
Concentrate on core functionality
Align with content governance strategy

This is a tremendous challenge for many agencies with legacy data systems or multiple content repositories scattered throughout the agency. In addition, truly effective mobile government services require a strategy that moves beyond merely porting traditional web content to multiple devices. Agencies must think about designing mobile service experiences from the citizen in rather than the system out, delivering content and applications optimized according to how their citizens intend to use their devices.

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Taking Federal to the Streets with Mobile

  1. 1. NavigationArtsBest Practices for Federal Mobile Apps
  2. 2. NavigationArts Founded 2001NavigationArts is a full service digitalconsultancy that focuses on user Headquarters McLean, Virginiacentered design, user experience, and Professional Staff 110+technology strategy. Culture Disciplined, innovative, spirit-of-service Ruling Passion User-experience is the only sustainable competitive advantage online Centers of Excellence Web Strategy Usability and User Research User Experience Design Content Management Technology Implementation Recognition Awarded more than 25 Communicator and Online Marketing Awards in 2011 and 20102
  3. 3. NavigationArts bringsproven best practicesof User Experience fromthe private sector to theworld of eGov.3
  4. 4. Digital Government StrategyBy August 2012Engage with customers to identify at leasttwo existing priority customer-facingservices to optimize for mobile use.By May 2013Optimize at least two existing prioritycustomer-facing services for mobile useand publish a plan for improving additionalexisting services.4
  5. 5. What the Digital Government Strategy isn’t telling you…5
  6. 6. “For the most partgovernment apps arelittle more than simpledatabases right now.” 10 Best Federal Mobile Apps Government Computer News June 22, 20126
  7. 7. Characteristics of successful federal mobile app 1. Addresses the needs of mobile users 2. Supports the agency mission 3. Manages expectations 4. Provides repeat value 5. Concentrates on core functionality 6. Aligned with content governance strategy7
  8. 8. Align with content governance strategy.Make sure all platformstell the same story.8
  9. 9. FBI’s 10 Most Wanted iPhone app FBI website9
  10. 10. FBI’s 10 Most Wanted > Scorecard X Addresses the needs of mobile users  Supports the agency mission X Manages expectations X Provides repeat value  Concentrates on core functionality X Aligned with content governance strategy10
  11. 11. FBI’s 10 Most Wanted > Alternate approach11
  12. 12. Concentrate on core functionality.Improve bysubtraction.12
  13. 13. USAJobs13
  14. 14. USAJobs > Scorecard X Addresses the needs of mobile users  Supports the agency mission X Manages expectations  Provides repeat value X Concentrates on core functionality  Aligned with content governance strategy14
  15. 15. USAJobs > Alternate approach Your search returned 2 jobs:15
  16. 16. Manage expectations.Self-evidence is key.16
  17. 17. Ask Karen17
  18. 18. Ask Karen > Scorecard  Addresses the needs of mobile users  Supports the agency mission X Manages expectations  Provides repeat value  Concentrates on core functionality  Aligned with content governance strategy18
  19. 19. Ask Karen > Alternate approach19
  20. 20. Addresses the needs of the mobile user.Eliminate everythingelse.20
  21. 21. Marriott Marriott processes 65% of its bookings online – generating $7,000,000,000 in revenue annually.21
  22. 22. Marriott > iPhone app22
  23. 23. Marriott > Feature ComparisonMarriott.com Marriott app  Search for rooms  Search for rooms  Compare rates  Compare rates  Book rooms  Book rooms  Manage reward points  Manage reward points  Get maps and driving directions  Get maps and driving directions  View and cancel reservations  View and cancel reservations  Download investor reports  Find a job  Read press releases  Plan a wedding or other event  Learn about corporate diversity plan  Learn how to open a franchise  Contact corporate offices23
  24. 24. Marriott > Scorecard  Addresses the needs of mobile users  Supports the agency mission  Manages expectations  Provides repeat value  Concentrates on core functionality  Aligned with content governance strategy24
  25. 25. The last word: Seek professional help 1. Address the needs of mobile users 2. Support the agency mission 3. Manage expectations 4. Provide repeat value 5. Concentrate on core functionality 6. Align with content governance strategy25
  26. 26. Thank you! Don Bruns Managing Director, Federal Practice NavigationArts 856-266-2831 dbruns@navigationarts.com26

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