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Design2Disrupt Summit: Ted Schadler - The Mobile Mind Shift

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Design2Disrupt Summit: Ted Schadler - The Mobile Mind Shift

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Design2Disrupt Summit: Ted Schadler - The Mobile Mind Shift

  1. 1. The Mobile Mind Shift Engineer Your Business To Win In The Mobile Moment Ted Schadler Vice President & Principal Analyst Coauthor of The Mobile Mind Shift @TedSchadler #mobilemindshift
  2. 2. The mobile mind shift The expectation that I can get what I want in my immediate context and moments of need Image source: Associated Press (AP.org), photo by Michael Sohn © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  3. 3. The mobile mind shift will penetrate the beating heart of your business . . . Companies Technology Systems Processes Mind Devices Applications © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  4. 4. The mobile mind shift is on the rise Of smartphone users . . . 62% expect a mobile-friendly website. 42% expect to find a mobile app. 23% expect their experience to change based on location. Source: US Mobile Mind Shift Online Survey, Q3 2013 © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  5. 5. Mobile will drive a business redesign In 2017, firms will . . . Spend €139 billion to engineer platforms and processes for mobile engagement. Drive €1 trillion of the IT economy with systems of engagement. Source: August 6, 2013, “Wanted: Mobile Engagement Providers” Forrester report and February 13, 2012, “Mobile Is The New Face Of Engagement” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  6. 6. Entrepreneurs & innovators create and fulfill the mobile mind shift © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  7. 7. They target mobile moments to do so A mobile moment is a point in time and space when someone pulls out a mobile device to get something they want in their immediate context. Image source: Inc. (http://www.inc.com) © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  8. 8. Mobile moments happen here Companies Technology Systems Processes Mind Devices Applications © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  9. 9. How to use mobile moments at the core of your business strategy › Mobile moments are tangible: find, name, and prioritize them › Mobile moments are universal: they apply to every scenario › Mobile moments are quantifiable: measure and optimize them › Mobile moments are technical: identify APIs & resources for them © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  10. 10. The hard work happens here Companies Technology Systems Processes Mind Devices Applications © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  11. 11. Start small with a platform to extend. The IDEA cycle: mobile demands agile, cross-disciplinary teams Analyze results to monitor performance and optimize outcomes Identify the mobile moments and context. Design the mobile engagement. Engineer your platforms, processes, and people for mobile. © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  12. 12. Identify mobile banking moments For banking customers Increase credit limit Deposit payment checks Who are we serving? A bank customer What is their context? Received a check in the mail What is the motivation? To deposit the check as easily and quickly as possible Make Transfer money Who are we serving? A bank customer What is their context? Any time they learn about or remember to pay a bill What is the motivation? To successfully make a payment before incurring late fees Locate branch or ATM Check balance Who are we serving? A bank customer What is their context? Going out for the night in a new city and in need of cash What is the motivation? To find the nearest ATM or bank location to withdraw money © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  13. 13. Agile teams Service moments Business sprints Content curation Mobile 3x Web logins Max Mouwen Much higher NPS Director, Online banking, mobile, and social media © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  14. 14. Design the mobile engagement Extend to enhanc e Just do it Redesig n or reconsid er Avoid for now Benefit to your custom er Value to you © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  15. 15. -2 hours -2 minutes Customer visit -Review service ticket -Align dish -Configure set-top box -Sell audio system -Record signature -Record sale -Review appointments -Confirm next visit -Get directions After -Log service report -Confirm next visit Who are we serving? Field technician What is their context? Standing in front of the customer What is the motivation? To record proof of service Who are we serving? Field technician What is their context? Outside customer’s home What is the motivation? To prep for service call © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  16. 16. Dish Network wins with mobile service moments • 10% more visits every day with 15% less overtime • Cut back-office dispatch staff by two thirds • Implemented an in-home sales platform • Improved CX Index from last in 2010 to first in 2014 © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  17. 17. Engineer your systems › Are your platforms ready to support mobile engagement? › Are your processes designed for mobile moments? › Are people organized to rapidly deploy services? © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  18. 18. And that means building APIs to your core processes - 2 days -2 hours Flight +2 hours +2 days - Book reservation - Change reservation - Request upgrade - Reserve seat - Check in - Confirm ETD - Access lounge - Find gate - Check ETA - Order food - Order movie - Set up Wi-Fi - Arrange ground transportation - Report lost luggage - Confirm mileage points - Fill out customer service survey - Book reward travel - Verify upcoming reservation Reservation systems Customer loyalty Flight systems Baggage handling © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  19. 19. Image source: Lose It! app screenshots Withings API © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  20. 20. You need a new business technology strategy Systems of record UX Data Software Hardware/ infrastructu re Network Systems of engagement UX Data Software Infrastructu re Network Design starts with engagement Design starts with transactions © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  21. 21. Analyze results to monitor performance and optimize outcomes › Performance & operational metrics › Business metrics to funnel investment › Customer and experience insights › Real-time analytics to power great mobile moments © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  22. 22. Remember this . . . › The mobile mind shift will transform business. › The new battleground is the mobile moment. › Identify, design, engineer, analyze . . . repeat. © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift ‹#›
  23. 23. Thank you Ted Schadler tschadler@forrester.com blogs.forrester.com/ted_schadler @tedschadler #mobilemindshift

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