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Picking the Right Areas for Mobile in Your Portfolio               Larry Ehrhardt       Ballast Lane Applications, LLC
Agenda• A look at a few “Mentioned” apps• Portfolio Selection Criteria• A couple of case studies• Questions / discussion
Card Munch   • Mentioned by App Annie     on CNBC   • Bought by LinkedIn in     2011   • Camera connected to a     sweatshop
Uber       • Mentioned at         Xconomy       • Removes         scheduling and         transaction friction       • Hist...
Netflix          • Mentioned at My            House          • Portability, search,            recommendations          • ...
1. Removed the Data Collection Barrier• Gather Data With Other Tools  – Camera  – Location     • GPS     • Wifi / bluetoot...
2. Focused and Better• Limited use cases• Offloaded data intensive  work to the web• Built on rich content• Significantly ...
3. Neatly Fit a Business Driver• Marketing / customer acquisitionOR• Help users do something betterOR• Deliver something new
Adding Mobility to Current Assets• Picking the opportunity• Designing for the opportunity• Dealing with APIs• Selecting th...
Case Studies
Website –Designed for Scanning & Drill Down
Mobile App –Designed for Paging and Discovery
Design Principles• Thumbs and fingers• Common gestures• Power user gestures• No / Minimal Help• Open in Context• No upfron...
Website –Color Matching Online Items
Mobile App – Matching Your Items
Design Principles• Reduce app friction• Provide unique functionality• Personalize• Multi-modal
APIs• Custom APIs                • Quality Checks  – RESTful                    – User Management  – SOAP                 ...
App Platform Choice:    Business and Technical Decision   Native               Mobile Web           Cross Platform        ...
Design In Ways to Learn About Users  Surveys                   Event TrackingApp Sign-up                  Crash Reports
Adding Mobility to Current Assets• Picking the opportunity        Based on goal and the fit• Designing for the opportunit...
Discussion / Questions        Larry Ehrhardt        617 233 8381   larry@ballastlane.com
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Where to Add Mobile to Your Software Portfolio

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1. Overview of what makes a good mobile app 2. Some key design principles 3. Key implementation items to watch out for

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Where to Add Mobile to Your Software Portfolio

  1. 1. Picking the Right Areas for Mobile in Your Portfolio Larry Ehrhardt Ballast Lane Applications, LLC
  2. 2. Agenda• A look at a few “Mentioned” apps• Portfolio Selection Criteria• A couple of case studies• Questions / discussion
  3. 3. Card Munch • Mentioned by App Annie on CNBC • Bought by LinkedIn in 2011 • Camera connected to a sweatshop
  4. 4. Uber • Mentioned at Xconomy • Removes scheduling and transaction friction • Historically mundane industry with little tech
  5. 5. Netflix • Mentioned at My House • Portability, search, recommendations • Same content, but much better user experience
  6. 6. 1. Removed the Data Collection Barrier• Gather Data With Other Tools – Camera – Location • GPS • Wifi / bluetooth – Scanner – Transactions X – Algorithms – Voice – Facebook / customer account
  7. 7. 2. Focused and Better• Limited use cases• Offloaded data intensive work to the web• Built on rich content• Significantly improved status quo
  8. 8. 3. Neatly Fit a Business Driver• Marketing / customer acquisitionOR• Help users do something betterOR• Deliver something new
  9. 9. Adding Mobility to Current Assets• Picking the opportunity• Designing for the opportunity• Dealing with APIs• Selecting the platform(s)• Improving the app over time
  10. 10. Case Studies
  11. 11. Website –Designed for Scanning & Drill Down
  12. 12. Mobile App –Designed for Paging and Discovery
  13. 13. Design Principles• Thumbs and fingers• Common gestures• Power user gestures• No / Minimal Help• Open in Context• No upfront sign in
  14. 14. Website –Color Matching Online Items
  15. 15. Mobile App – Matching Your Items
  16. 16. Design Principles• Reduce app friction• Provide unique functionality• Personalize• Multi-modal
  17. 17. APIs• Custom APIs • Quality Checks – RESTful – User Management – SOAP – Performance• Web Platform APIs – Completeness – Drupal – Consistency – Wordpress – Error Messaging• Mobile “Back-Ends” – Versioning – Kinvey – Mobile Libraries – Parse – Caching
  18. 18. App Platform Choice: Business and Technical Decision Native Mobile Web Cross Platform Quality of ExperienceOwner Demographics Library Support Distribution Flexibility Development Costs Platform Optimization Platform Switching / Evolution
  19. 19. Design In Ways to Learn About Users Surveys Event TrackingApp Sign-up Crash Reports
  20. 20. Adding Mobility to Current Assets• Picking the opportunity  Based on goal and the fit• Designing for the opportunity  Leverage the device• Dealing with APIs  Start here and monitor quality• Platform(s) selection  Native• Improving the app over time  Add analytics
  21. 21. Discussion / Questions Larry Ehrhardt 617 233 8381 larry@ballastlane.com

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