Making Leaders Successful
Every Day
Mobility Gamification, & SOA as the
Basis for Better User Experience
November, 2013
Dan Bieler
Principal Analyst
Forrester...
© 2013 Forrester Research, Inc. Reproduction Prohibited 3
Agenda
•User experience in the age of the customer
•The mobile u...
© 2013 Forrester Research, Inc. Reproduction Prohibited 4
The age of the customer
© 2013 Forrester Research, Inc. Reproduction Prohibited 5
Commodities
Goods
Services
Experience
Cloud, mobility, big data,...
© 2013 Forrester Research, Inc. Reproduction Prohibited 6
Connected
enterprise
 Empower your
employees to use their
favou...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Businesses embrace many different versions of
systems of engagement
© 2013 Forrester Research, Inc. Reproduction Prohibited 8
© 2013 Forrester Research, Inc. Reproduction Prohibited 9
© 2013 Forrester Research, Inc. Reproduction Prohibited 10
The connected enterprise faces four market
imperatives in the a...
© 2013 Forrester Research, Inc. Reproduction Prohibited 11
The mobile mind shift
© 2013 Forrester Research, Inc. Reproduction Prohibited 12
Mobility is about competitive advantage and
engagement – but ju...
© 2013 Forrester Research, Inc. Reproduction Prohibited 13
Source: July 23, 2013, “The Expectation Gap Increases Between B...
© 2013 Forrester Research, Inc. Reproduction Prohibited 14
Source: Forrsights Networks And Telecommunications Survey, Q1 2...
© 2013 Forrester Research, Inc. Reproduction Prohibited 15
The mobile mind shift is integral to the connected
enterprise
B...
© 2013 Forrester Research, Inc. Reproduction Prohibited 16
The opportunity of gamification to improve
user experience
© 2013 Forrester Research, Inc. Reproduction Prohibited 17
Gamification focuses on closer customer
engagement and better u...
© 2013 Forrester Research, Inc. Reproduction Prohibited 18
Gamification is not (yet) mainstream
23%
21%
17%
14%
13%
12%
10...
© 2013 Forrester Research, Inc. Reproduction Prohibited 19
Results of gamification to date are mixed: benefits and
misconc...
© 2013 Forrester Research, Inc. Reproduction Prohibited 20
Gamification stands and falls with a user-centric
interaction s...
© 2013 Forrester Research, Inc. Reproduction Prohibited 21
Gamification can generate tangible benefits and boost
user expe...
© 2013 Forrester Research, Inc. Reproduction Prohibited 22
SOA and its role in enhancing user
experience
© 2013 Forrester Research, Inc. Reproduction Prohibited 23
Why SOA - business value of SOA
• Distributed model for buildin...
© 2013 Forrester Research, Inc. Reproduction Prohibited 24
Biggest challenges for SOA are organisational,
cultural, and in...
© 2013 Forrester Research, Inc. Reproduction Prohibited 25
The hybrid integration challenge*
• Current application environ...
© 2012 Forrester Research, Inc. Reproduction Prohibited
Business Units “Shop” For SaaS-Best-Of-Breed ...
26
2.4
3.8
6.2
9....
© 2013 Forrester Research, Inc. Reproduction Prohibited 27
The hybrid integration challenge*
• Current application environ...
© 2013 Forrester Research, Inc. Reproduction Prohibited 28
Organizational & cultural implications of the
connected enterpr...
© 2012 Forrester Research, Inc. Reproduction Prohibited
• Sales and marketing
• Engage consumer and business user
• Human ...
© 2013 Forrester Research, Inc. Reproduction Prohibited 30
Voice of business user is getting louder in the
sourcing proces...
© 2013 Forrester Research, Inc. Reproduction Prohibited 31
In the mobile age, IT will find it hard to dictate to
employees...
© 2013 Forrester Research, Inc. Reproduction Prohibited 32
Summary
© 2013 Forrester Research, Inc. Reproduction Prohibited 33
Bringing it all together
Mobility Gamification
User experience
...
© 2013 Forrester Research, Inc. Reproduction Prohibited 34
• Focus on customer and end-user requirements — not only on
tec...
Thank you
Dan Bieler
+49 (0)69.9592.9836
dbieler@forrester.com
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Mobility, Gamification & SOA as the Basis for Better User Experience

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Presented in The Power Trio - Torry Harris Business Solutions Event in Vienna, November, 2013

Presenter: Dan Bieler
Principal Analyst
Forrester Research

Published in: Technology, Business
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Mobility, Gamification & SOA as the Basis for Better User Experience

  1. 1. Making Leaders Successful Every Day
  2. 2. Mobility Gamification, & SOA as the Basis for Better User Experience November, 2013 Dan Bieler Principal Analyst Forrester Research
  3. 3. © 2013 Forrester Research, Inc. Reproduction Prohibited 3 Agenda •User experience in the age of the customer •The mobile user experience •The opportunity of gamification for user experience •SOA and its role in enhancing user experience •Organizational & cultural implications of the connected enterprise
  4. 4. © 2013 Forrester Research, Inc. Reproduction Prohibited 4 The age of the customer
  5. 5. © 2013 Forrester Research, Inc. Reproduction Prohibited 5 Commodities Goods Services Experience Cloud, mobility, big data, and analytics ultimately require business to become “experience providers” Connected enterprise
  6. 6. © 2013 Forrester Research, Inc. Reproduction Prohibited 6 Connected enterprise  Empower your employees to use their favourite device any time any place.  Tap into global expertise to collaborate effectively.  Respond to customers’ voicing their needs. The connected enterprise is about user experience  Get interactive feedback about your business and portfolio.
  7. 7. © 2012 Forrester Research, Inc. Reproduction Prohibited Businesses embrace many different versions of systems of engagement
  8. 8. © 2013 Forrester Research, Inc. Reproduction Prohibited 8
  9. 9. © 2013 Forrester Research, Inc. Reproduction Prohibited 9
  10. 10. © 2013 Forrester Research, Inc. Reproduction Prohibited 10 The connected enterprise faces four market imperatives in the age of the customer Transform the customer experience Embrace the mobile mind shift Become a digital disruptor Age of the Customer Turn big data into business insights
  11. 11. © 2013 Forrester Research, Inc. Reproduction Prohibited 11 The mobile mind shift
  12. 12. © 2013 Forrester Research, Inc. Reproduction Prohibited 12 Mobility is about competitive advantage and engagement – but just means to an end for UX • Mobility is about reach and relevancy • Reach more end-points (smartphones, tablets, laptops, wearables, etc.) • Provide contextual services (user location, preference, and situations) • Engage with customers • Empower employees • Enhance and change business processes
  13. 13. © 2013 Forrester Research, Inc. Reproduction Prohibited 13 Source: July 23, 2013, “The Expectation Gap Increases Between Business And IT Leaders” Forrester report Base: 2,144 networks and telecommunications decision-makers; *Base: 2,347 networks and telecommunications decision-makers “Which of the following initiatives are likely to be your firm's top strategic telecom/mobility priorities over the next 12 months?” Mobility is top telecoms priority Underestimate mobility at your own risk
  14. 14. © 2013 Forrester Research, Inc. Reproduction Prohibited 14 Source: Forrsights Networks And Telecommunications Survey, Q1 2013 Base: 2,144 networks and telecommunications decision-makers “How important is each of the following initiatives in your firm’s mobility strategy for supporting your customers over the next 12 months?” User experience-related aspects top mobile initiatives 31% 29% 37% 36% 11% 12% 13% 13% 29% 29% 29% 30% 24% 22% 17% 17% Create a set of standard APIs Expand machine-to-machine (M2M) or "Internet of Things" initiatives Re-architect traditional or back-end apps to make it easier to interface with and support mobile front- end apps Re-architect our middleware to better support mobile front-end applications High priority Critical priority Low priority Not on our agenda Mobile is your interface to the customer
  15. 15. © 2013 Forrester Research, Inc. Reproduction Prohibited 15 The mobile mind shift is integral to the connected enterprise Blackberry age Enterprise i- phone and i- pad age OTT, WebRTC, Firefox OS age? Mobile is pervasive
  16. 16. © 2013 Forrester Research, Inc. Reproduction Prohibited 16 The opportunity of gamification to improve user experience
  17. 17. © 2013 Forrester Research, Inc. Reproduction Prohibited 17 Gamification focuses on closer customer engagement and better user experience • The insertion of game dynamics and mechanics into non-game activities to drive a desired behavior • Not a strategy in-and-of-itself • Focus on determining which behavior you hope to drive • Leverage human motivations to craft experience (“motivation-based experience enhancement”) • Can drive a one-time action (e.g.: registration or purchase), or continued interaction (e.g.: media consumption or a reputation in a community) • It is not tied to the digitsal world – but benefits from it Definition
  18. 18. © 2013 Forrester Research, Inc. Reproduction Prohibited 18 Gamification is not (yet) mainstream 23% 21% 17% 14% 13% 12% 10% 8% 7% 7% 7% 6% 4% 4% 3% 0% 5% 10% 15% 20% 25% Registered for a promotion or entered in a sweepstakes on a company or brand Web site Read an email advertisement or promotional newsletter from a company or brand Clicked on a company or brand listing on a search results page Watched a video produced by a company or brand Downloaded content from a company or brand Web site (e.g., coupons, product information) Clicked on an advertisement on a Web site or search results page Posted feedback on a companys Web site Played an online game sponsored or created by a company or brand Posted feedback on a companys profile on a social networking site (e.g., Facebook, Twitter) Participated in online forums or discussion groups sponsored by a company or brand Followed a company or brand on Twitter Read a blog written by a company or brand Put a video or image from a company or brand Web site on my social networking profile (e.g., Facebook, Twitter) Stated my opinion about the products I use in my blog Commented on a blog written by a company Which, if any, of the following have you done in the past three months? Source: North American Technographics Online Benchmark Survey (Part 2), 2013, Base: 33,456 US Online Adults (18+) Gamification is not yet mass market (about $100m in 2012)
  19. 19. © 2013 Forrester Research, Inc. Reproduction Prohibited 19 Results of gamification to date are mixed: benefits and misconceptions of gamification Forrester report “Gamification Of Marketing Strategies Boosts Consumer Engagement” Enhance product experiences Learn more about your audience Increase registrations Community participation Turning users into brand ambassadors More consumption of content and product usage Main benefits Not about creating a game where before there was just a brand message Not about creating stand- alone games but enhancement Not about turning product strategists into game developers Main misconceptions Gamification won’t drive repeat interactions if experiences aren’t valuable: If people can get information they need without gamification tools, adding gamification just creates hurdles
  20. 20. © 2013 Forrester Research, Inc. Reproduction Prohibited 20 Gamification stands and falls with a user-centric interaction strategy Progression (as a reward for achievement) Competition (compare progression with that of others) Achievments (to incent desired behaviour)
  21. 21. © 2013 Forrester Research, Inc. Reproduction Prohibited 21 Gamification can generate tangible benefits and boost user experience Engagement Webkinz Children’s stuffed animals come with special code used to log into the Webkinz digital world Bring pets to life digitally, feed them, play games, take quizzes, etc. Earn KinzCash with which children can enhance their pets’ worlds by buying new toys, household items, and food GoalCard ''GoalCard'' credit card lets users play games with friends to win rewards points that they can trade for cash prizes To earn those credits, users can pay a credit card bill, deposit money into savings account, or watch a sponsored video about personal finance Incentives USA Network Created a multiscreen experience for TV series Psych in the form of Club Psych Engaged people on the website and the integrated Psych Vision iPhone app while they watch the show Page views grew by 130% and return visits 40% Boosted revenues through merchandise sales and ad dollars Multiscreen
  22. 22. © 2013 Forrester Research, Inc. Reproduction Prohibited 22 SOA and its role in enhancing user experience
  23. 23. © 2013 Forrester Research, Inc. Reproduction Prohibited 23 Why SOA - business value of SOA • Distributed model for building and managing enterprise software • Basic idea: applications reach accross network to call upon descrete pieces of software (services) rather than programming these capabilities again and again for every application that needs them • Faster time to market & react to changing business requirements faster • Operational efficiencies (e.g. leverage existing investments) • Services need to be wrapped around by standard protocols and interfaces Definition
  24. 24. © 2013 Forrester Research, Inc. Reproduction Prohibited 24 Biggest challenges for SOA are organisational, cultural, and interoperational / integrational • Organizational • Who owns the service? • Cultural • When, how and by whom should change requests be handled? • Interoperational / integrational • Silo approaches for applications, data, and cloud
  25. 25. © 2013 Forrester Research, Inc. Reproduction Prohibited 25 The hybrid integration challenge* • Current application environments get more complex and heterogeneous • Data and application logic spreads across multitude of different environments — both on premise and in cloud • Maintaining consistency of business logic and data structures is becoming one key differentiator for app usage • SaaS is with us • By the end of 2013, enterprises will use about 9.6 SaaS applications • Deployment of SaaS applications not to replace but to complement existing on-prem software • Federated on-prem and cloud-based integration improves interoperability • Boundaries between cloud and on-prem apps increasingly blur • Data and app logic is spread across different packaged and custom- built apps on prem, managed infrastructures, and in public cloud * Forrester report, May 2013 “Hybrid integration challenge?”
  26. 26. © 2012 Forrester Research, Inc. Reproduction Prohibited Business Units “Shop” For SaaS-Best-Of-Breed ... 26 2.4 3.8 6.2 9.6 12 months ago today 12 months from now 2 years from now Base: 1340 decision-makers from firms with 20+ employees Source: Forrester Forrsights Software Survey, Q4, 2013 “Using your best estimate, how many different software-as-a-service (SaaS) applications did your firm use” 20122011 2013 2014 ~+60% YoY Growth This complicated SOA
  27. 27. © 2013 Forrester Research, Inc. Reproduction Prohibited 27 The hybrid integration challenge* • Current application environments get more complex and heterogeneous • Data and application logic spreads across multitude of different environments — both on premise and in cloud • Maintaining consistency of business logic and data structures is becoming one key differentiator for app usage • SaaS is with us • By the end of 2013, enterprises will use about 9.6 SaaS applications • Deployment of SaaS applications not to replace but to complement existing on-prem software • Federated on-prem and cloud-based integration improves interoperability • Boundaries between cloud and on-prem apps increasingly blur • Data and app logic is spread across different packaged and custom- built apps on prem, managed infrastructures, and in public cloud * Forrester report, May 2013 “Hybrid integration challenge?”
  28. 28. © 2013 Forrester Research, Inc. Reproduction Prohibited 28 Organizational & cultural implications of the connected enterprise
  29. 29. © 2012 Forrester Research, Inc. Reproduction Prohibited • Sales and marketing • Engage consumer and business user • Human resources • Empower and retain employees • Product development and R&D • Facilitate crowdsourcing and live feedback • Compliance and governance • Balance privacy, trust, security, features, and fun User experience in connected enterprise caters to different roles
  30. 30. © 2013 Forrester Research, Inc. Reproduction Prohibited 30 Voice of business user is getting louder in the sourcing process • Buying patterns are shifting in light of systems of engagement • Business leaders get increasingly involved in decision making process • But is there maturity of business buyers? • Ready to self configure? • Deal with intelligence, automated responses? • Do data governance?
  31. 31. © 2013 Forrester Research, Inc. Reproduction Prohibited 31 In the mobile age, IT will find it hard to dictate to employees Source: Forrsights Telecom And Mobility Workforce Survey, Q2 2013 “How were the following work devices chosen?" 19% 43% 50% 66% 67% 6% 13% 9% 14% 15% 73% 42% 38% 18% 15% 2% 2% 3% 2% 2% Desktop computer Laptop/notebook computer A regular mobile phone Smartphone Tablet I chose it myself I chose it from a company-approved list The company issued it directly; I had no choice Other Base: information workers that use each device for work Central IT control over technology is breaking up
  32. 32. © 2013 Forrester Research, Inc. Reproduction Prohibited 32 Summary
  33. 33. © 2013 Forrester Research, Inc. Reproduction Prohibited 33 Bringing it all together Mobility Gamification User experience Distributed computing Many end points Interactive engagement Changing requirements Enabler ERP CRM apps App developer
  34. 34. © 2013 Forrester Research, Inc. Reproduction Prohibited 34 • Focus on customer and end-user requirements — not only on technology • Involve business managers in planning – user experience depends on interaction between business processes and technology • When planning your gamification strategy - do NOT ask “What actions do I want people to take?” but rather, “Who are these people and what do they want to accomplish in their interactions with my brand?” • When planning your SOA strategy - embrace a business design perspective. Ensure participation of staff members who understand general principles of good business service design • Focus on long-term incremental value - grow wallet share with existing customers through repeat-sales Recommendations for defining your user experience strategy
  35. 35. Thank you Dan Bieler +49 (0)69.9592.9836 dbieler@forrester.com

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