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Dell Mobile Discover Findings 2011


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Findings and recommendations for Dell's mobile strategy, Feb 2011

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Dell Mobile Discover Findings 2011

  1. 1. Mobile Experience Discovery Findingsand RecommendationsFebruary 28, 2010
  2. 2. Outline• Executive Summary• Recommendation• Design explorations• Functionality recommendations• Tech implications• Project implications• Proposed timeline• Future phase recommendations• Next steps• Appendix
  3. 3. Executive Summary
  4. 4. Our POV• Adopt existing user behaviors; do not try to create new ones• Give users what they want, need and will use. Nothing more.• Utilize the mobile solution that best fits the user task and behavior
  5. 5. Guiding principles for mobile success Interact with the user in his/her current environment and leverage location-awareness and device features (bar-code readers, audio-visual recorders) which deepen that Context experience. The simplest experience offers an easy-to-use interface, requires the Time-sensitivefewest steps to achieve applications that matter to the user’s goals, and pushes forward Simplicity Immediacy a user on the go now— rather than tasks that can relevant content while be done later on a PC. leaving out superfluous content.
  6. 6. Mobile BehaviorsCommerce• Short, quick bursts of interaction• Brand agnostic• Consider multiple brands• Random, one-off purchase decisions• Shorter lengths of engagement• Users are often multi-tasking during process
  7. 7. Mobile BehaviorsService• Conscious, repetitive use• Higher engagement & trust with the brand• Expectation around the interface ―knowing‖ the user• Expectation for more robust services based on perceived value of product
  8. 8. Provide service contextual to the user’sintents and hardware conventions.
  9. 9. Don’t just take 20% of thedesktop experience
  10. 10. Contextual Content is King
  11. 11. Recommendation
  12. 12. Our RecommendationBuild a mobile solution which supports two distinct experiences--commerceand service—within a seamless device and aesthetic execution.- The context for a service need is fundamentally different from the context of product exploration and research, and we expect limited user movement between the two.- Utility and frequency of support activities will provide visibility to Dell’s commerce features and targeted cross-sell/upsell opportunitiesService features should focus on self-service and instant access to interactiveDell support built into a mobile app- Reduce the steps in identifying problems and getting help is key- Use a stored ―technology profile‖ to filter results and push relevant informationCommerce features should support decision-making and conversion, and be built intoa mobile web experience accessed via the app- Mobile users frequently use mobile devices to research and validate prices, specs, etc.- Critically, purchase functionality should not be the focus. Customers have expressed reservations about completing ―big ticket‖ purchases via mobile (as opposed to PC)
  13. 13. Use the right tools at the right time App Purchase usually happens right about here Site Interest Engagement with Dell Ownership
  14. 14. Integration, NOT Duplication Browse Products & Purchase When designing an experience on a mobile device and porting functionality from the browser, it is essential to ensure graceful degradation of the user experience. Check Prices & Compare Users have an expectation of functional differences in platforms from web, to mobile, to other digital platforms. The experience must be designed specifically for what the Get Support user requires based on behaviors with the device, both from a service and commerce perspective. Device Core Robust Capabilities Functionality Functionality
  15. 15. Mobile app and site will work seamlessly together Mobile App Mobile SiteUtility and familiarity Shopping will be will drive higher universally accessible frequency of usage Service Commerce with easier and seed the maintenance of experience catalog content Only contextually relevant offers based on the product you own
  16. 16. Design Exploration
  17. 17. FunctionalityRecommendation
  18. 18. Mobile app – the basics• The primary function of the mobile app is to enhance the ownership experience - The likelihood of an existing customer with brand familiarity downloading an app is many times greater than a non-customer• An experience built around support features specific to an owned device will serve as core functionality - Functionality will be simplified and streamlined from BRD requirements• Limited contextual offers—related to the owned device—can be made available via the app, but broader shopping functions will seamlessly link from the app to a browser- based experience
  19. 19. Service Features & FunctionalityRequirement BRD Mobile App Mobile Web CommentsOrder Status Yes Yes Yes Is this necessary for phase I??Product Identification Yes Yes No Manual or scanned.Customer Identification Yes No No Native. Phase II integration with online My AccountSearch support knowledge base Yes Yes NoSupport Videos Yes Yes NoSearch/Browse User Forums Yes Yes NoAgent Interaction Yes Yes No Voice, emailProduct Manuals Yes Yes NoProduct Drivers Yes No No Ruled out by tech. Exploring for Phase IIBrowse support topics Yes Yes NoAccess & update ―My Account‖ Yes No No Native. Phase II integration with online My AccountPC UpdatePush Notification No Yes No Opt-in. Requires setting for users to adjustVoice Recognition Yes No No Rejected in focus groupsReceive download links Yes Yes No
  20. 20. Mobile web – the basics• As an extension of the functionality of the existing website, the mobile web is the natural and cost-effective solution for commerce• The emphasis on functionality should be upon product research and comparison - The option to buy should be available, but expectations of high mobile purchases should be tempered, at least in the short-term• The commerce experience can be seamlessly accessed via a browser from the Dell mobile app• The mobile web experience allows for significantly lower maintenance for catalog updates, deals, search, and other features available across multiple devices
  21. 21. Why shoppers access companies via mobile Percent of Mobile Shoppers60%50% Our Focus40%30%20% 10% 0% Looked Up Compared Looked Up Viewed Product Make a Find a Store Other Product Pricing Products Product Reviews Purchase Location SpecificationsSource: Foresee Results, “Explosion in Mobile Retail Provides Opportunity for Retailers,” January 10, 2011
  22. 22. Commerce Features & FunctionalityRequirement BRD Mobile App Mobile Web CommentsHome/Landing Page Yes Yes YesMarketing Banner Yes No/TBD No Not for Phase I possible for Phase IIDell Company Details Yes No No Superfluous…should live on as linkSearch Products Yes No Yes Key to Phase I shopping behaviorsBrowsable Product Catalog Yes No Yes Includes all standard config PCs and E&AContextual Product Offer No Yes NoProduct Details Page Yes Yes Yes Limited to contextual offers in app. Web accessible within app.Product Gallery Yes Yes Yes Limited to contextual offers in app. Web accessible within app.Product Reviews Yes Yes Yes Limited to contextual offers in app. Web accessible within app.Product Comparison Yes No Yes Key to Phase IDiscounts & Coupons Yes No Yes Key to Phase I and should grow into app in Phase IIDeals Section Yes Yes YesDeals Push Notification No Yes No Opt-in. Only contextualCart and Checkout Yes No Yes Possible Phase II for accessories & related productsSave Progress No No Yes Necessary for browsing in future phases. Possible for Phase II in appSystem Advisor Yes No Yes Guided version of browse capability (above)
  23. 23. Technical Implications
  24. 24. Technical implications• Antenna’s needs and expectations - My Account and Checkout/Cart are the two most complex tasks for Antenna. - Antenna is expecting to get production-ready assets not PSDs (scope implications)• Mobile web experience - Need to explore IT hurdles and timing for commerce requirements in mobile URL• Timeline trade-offs - Work in parallel with Antenna in sprints. Antenna requires detail functionality and screen layout to work in the middleware while the final design is approved. - Antenna will have more time to implement My Account and Checkout/Cart for Phase II
  25. 25. Screen Sizes and Densities Low density Medium density (160), mdpi High density (120), ldpi (240), hdpiSmall screen QVGA (240x320), 2.6"-3.0" diagonalNormal screen HVGA (320x480), 3.0"-3.5" diagonal "WVGA (480x800), 3.3""-4.0"" diagonal FWVGA (480x854), 3.5""-4.0"" diagonalLarge screen "WVGA* (480x800), 4.8""-5.5"" diagonal FWVGA* (480x854), 5.0""-5.8"" diagonal
  26. 26. Platform and API considerationsRecommendation: Develop for platform version 2.2 with backward compatibility with 2.1 version. API Level 9 4% 8 6% 7 6 Android 1.5 5 Android 1.6 32% Android 2.1 4 58% 3 Android 2.2 2 1 0 Android Android Android Android 1.5 1.6 2.1 2.2
  27. 27. Quality Assurance Implications• Test in at least one device of each of the screen sizes and densities buckets - 3 devices at minimum• Test in at least one device with each of the platform versions that will be supported - 2 devices at minimum for 2.1 and 2.2• Test in at least top 3 US carriers - if not physically available use third party services to virtually access mobile devices of different carriers As more screen sizes, densities, and platform versions are supported the more time required for a proper quality assurance process
  28. 28. Proposed Timelines
  29. 29. Proposed timelines
  30. 30. Phase I Key Milestone Dates Milestone Dates Present Mobile App Recommendation February 28 Sign off on functionality, timeline. Select design & provide feedback March 3 Final design approval March 11 Home/Landing Page development March 14-March 30 Products feature set development March 15 – April 13 Product Ratings & Reviews development March 18 – April 12 Order Status development March 22 – April 15 Product Identification development March 24 – April 6 Search Support development March 28 – April 20 Support Videos March 30 – May 2 Support Community March 29 – May 4 Contact Us development April 5 – May 31 Product Manuals development April 11 – May 4 Browse Support Topics development April 13 – May 6 PC Update Push Notification development April 15 – May 10 Receive Download Links development April 19 – May 12 Reporting development April 8 – May 6 Deploy to Production June 6
  31. 31. FutureRecommendations
  32. 32. Mobile Experience Phase II• Roll out phase I app and mobile web globally (UK, Japan etc)• Need to review and integrate various My Account requirements and opportunities• More fully integrate contextual offers with app, including cart and checkout• Work with IT to address driver downloads via mobile app• Develop strategy to incentivize and encourage downloads• Monitor user-behaviors and adapt• Develop Days of Deals/Blk Friday shopping specific apps
  33. 33. Anticipate evolution in the mobile space• Smartphone adoption will continue to grow, fueling increased commerce and support activities - Apps offering curated shopping experiences will continue to proliferate - Touchscreens, bar code scanners, and GPS enablement will expand functionality• Future smartphone users will be less sophisticated than current smartphone users - Early adopters have already committed to the platform - Organic growth should be expected from more conservative users with a lower appetite for discovery and who require more education and recommendations from existing users• Mobile is no longer limited to phones - The explosive growth of tablets, eReaders, and other connected media devices warrants the ongoing consideration of brands in the mobile space
  34. 34. Moving forward
  35. 35. Next Steps• Sign off on functionality & proposed timeline for Phase I• Select design direction to focus creatively• Begin detailed pathing and comp production
  36. 36. Thank you
  37. 37. Appendix
  38. 38. Mobile Technographics: Understanding TheConnected Consumer • Mobile Technographics provides the initial high-level snapshot that shows how sophisticated your target audience is. • The groups are defined by the extent to which the mobile phone user has adopted mobile data services, the frequency of use of these services, and the level of sophistication of the mobile applications used. September 2010 “US Mobile Technographics®: 2010”
  39. 39. Electronics shoppers over-index on mobile usage 0% 5% 10% 15% 20% 25% 30% 35% 40%Super Connecteds Entertainers Connectors Communicators Talkers Inactives US Adults Online Shoppers Purchased Electronics Online Source: Forrester Research, “Mobile Technographics®: US Online Shoppers,” February 14, 2011
  40. 40. How mobile shoppers use their devices in stores80%70%60%50%40% 200930% 201020%10% 0% Accessed the Accessed a Accessed a Accessed that Accessed a stores website competitors shopping stores mobile competitors website comparison site shopping app mobile app Source: Foresee Results, “Explosion in Mobile Retail Provides Opportunity for Retailers,” January 10, 2011
  41. 41. Screen Sizes and Densities Low density Medium density High density (120), ldpi (160), mdpi (240), hdpiSmall screen (240x320) Dell XCD28: OS2.1Normal screen (320x480) (480x800),(480x854) HTC Magic: 5.5% USSP Dell XCD35 : OS 2.1 HTC Hero: 4.2% USSP HTC Droid Eris:4.3% Motorola Droid: 15.4% USSP USSP, ~30% Android Sony Ericsson Xperia: 6.7% UKSP HTC Desire:6.3% UKSPLarge screen (480x800),(480x854) Dell Streak: OS 1.6 upgrades to 2.2
  42. 42. Screen Sizes and Densities Low density Medium density High density (120), ldpi (160), mdpi (240), hdpiSmall screen 2.3%Normal screen 0.4% 45.9% 51.2%Large screen
  43. 43. Screen Sizes and Densities• Recommendation: Low density Medium density High density (120), ldpi (160), mdpi (240), hdpiSmall screenNormal screen Support SupportLarge screen Support - Base on user base and phone distribution support normal screen, medium and high density. - Base on the nature of the project and taking the advantage that use same screen sizes with the difference of the diagonal length support large screen, medium density.