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Making Mobile Meaningful NY 2013

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Watch the presentation on our YouTube channel:
http://www.slideshare.net/effectiveui/making-mobile-meaningful-ny-2013

Presented by Anthony Franco, president and founder

The art of creating mobile experiences that gain adoption and integrate with your digital ecosystem.

• How to develop a mobile strategy that integrates business, user and technology needs

• What mobile insights Forrester Research and EffectiveUI uncovered in their upcoming Technology Adoption Profile

• How to leverage your existing technology platforms for mobile development, while addressing security issues and other constraints

• What questions to ask and answer to arrive at the right mobile feature set for your users

• What other companies have done wrong, and right, to encourage mobile adoption

Published in: Design, Technology, Business
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Making Mobile Meaningful NY 2013

  1. 1. “Seriously, mobile is gonna be huge”Abraham Lincoln#effectiveui-mobile
  2. 2. © 2013 EffectiveUI Inc.PERSUADERESPOND
  3. 3. © 2013 EffectiveUI Inc.PERSUADERESPONDsellserve
  4. 4. © 2013 EffectiveUI Inc.sellFor MobileDevices, ThinkApps, Not AdsSunil GuptaMarketing Unit Head,Harvard Business SchoolBranded apps should:Add convenienceOffer unique valueProvide social valueOffer incentivesEntertain“Consumers don’t perceive appsas intrusive advertising – theyvalue them for theirfunctionality.”“branded experiences”
  5. 5. © 2013 EffectiveUI Inc.sell “branded experiences”
  6. 6. © 2013 EffectiveUI Inc.sell “branded experiences”
  7. 7. © 2013 EffectiveUI Inc.Branded apps should:Add convenienceOffer unique valueProvide social valueOffer incentivesEntertainSunil GuptaMarketing Unit Head,Harvard Business School“branded experiences”
  8. 8. © 2013 EffectiveUI Inc.serve“utility apps”Alex KonradForbes WriterTech & AdvertisingThe SurprisingRetail Winner inMobile AppsUtility apps should be:UsefulUsableDesirable“The key to Walgreens’ and CVS’strong performance is that eachprovides an app with immediateactual utility.”
  9. 9. © 2013 EffectiveUI Inc.serve“utility apps”
  10. 10. © 2013 EffectiveUI Inc.serve“utility apps”
  11. 11. © 2013 EffectiveUI Inc.“utility apps”Usefulnote:30% of all Dominos pizza ordersare now through digital channelsUsableDesirableAlex KonradForbes WriterTech & Advertising
  12. 12. © 2013 EffectiveUI Inc.“utility apps”30% Negative98% Positive“branded experiences”
  13. 13. © 2013 EffectiveUI Inc.
  14. 14. © 2013 EffectiveUI Inc.80% of branded apps are downloaded less than 1,000times1% achieve 1,000,000 downloads1/3 of apps in theiTunes app store do not have a single downloadThe Guardian, 11 July 2011:http://www.guardian.co.uk/technology/appsblog/2011/jul/11/branded-apps-flopping
  15. 15. © 2013 EffectiveUI Inc.PERSUADERESPONDsellserveHarvard Business’ marketingprofessor had good intentions, butis giving brands bad guidance
  16. 16. © 2013 EffectiveUI Inc.PERSUADEserve“To create great mobile experiences, companiesmust stop trying to persuade with apps andbegin providing great service.”RESPOND
  17. 17. © 2013 EffectiveUI Inc.providing great serviceIn most organizations, who is responsible for digitally?
  18. 18. © 2013 EffectiveUI Inc.I.T.
  19. 19. © 2013 EffectiveUI Inc.I.T.do you know what the leaders ofthink of the job they are doing?58% think they are a good to excellent jobwhen they are asked to guess how theirpeers in the organization think I.T. is doingthat number drops to 44%Forrester Forrsights 2012Forrester Forrsights 2012
  20. 20. © 2013 EffectiveUI Inc.good to excellent jobworse, what do they generally consider a?on time,on budget,in scope
  21. 21. © 2013 EffectiveUI Inc.marketers think in terms of “customer”while I.T. thinks in terms of “user”at least
  22. 22. © 2013 EffectiveUI Inc.| yoozər|nounˈ ͞• a person who takes illegal drugs; a drug user: thedrug causes long-term brain damage in users | a heroinuser.• a person who manipulates others for personalgain: he was a gifted user of other people.user
  23. 23. © 2013 EffectiveUI Inc.“There are only two businessesthat call their customers ‘users.’Ron RogowskiForrester ResearchDrug dealers and Starbucks.”
  24. 24. © 2013 EffectiveUI Inc.user architecturearchitecturegovernancegovernancesupportsupportsecuritysecurityintegrationintegrationprocurementprocurementmaintenancemaintenanceFlashFlash iOSiOS HTML5HTML5legacylegacyJavaJavaCloudCloudAPIsAPIsmiddlewaremiddlewareBig DataBig DataCRMCRMCMSCMShardwarehardwaresoftwaresoftwaretechsupporttechsupportSunsettingSunsettingMicrosoftMicrosoft SAPSAP SalesforceSalesforceIBMIBMoutsourcingoutsourcingbugtrackibugtrackihostinhostininnovationinnovationexecutionexecutionstrategystrategycostcosteastereggseastereggsrepositoryrepositorybugtrackingbugtrackingAppleAppleI.T.
  25. 25. © 2013 EffectiveUI Inc.
  26. 26. © 2013 EffectiveUI Inc.MODERNPLUMBINGwe, as technologists, are enthralled by our infrastructureall the while we ask our customers to drink from firehoses
  27. 27. © 2013 EffectiveUI Inc.Define theInterfaceDefine theInterfaceDefine theInterfaceDefine theInterfaceIntegrateSolutionIntegrateSolutionSelectTechnicalSolutionSelectTechnicalSolutionDefineRequirementsDefineRequirementsIdentifyOpportunityIdentifyOpportunitywhy do technologists define the interface last?their methodology is broken
  28. 28. © 2013 EffectiveUI Inc.Define theInterfaceDefine theInterfaceDefine theInterfaceDefine theInterfaceIntegrateSolutionIntegrateSolutionSelectTechnicalSolutionSelectTechnicalSolutionDefineRequirementsDefineRequirementsIdentifyOpportunityIdentifyOpportunity
  29. 29. © 2013 EffectiveUI Inc.Define theInterfaceDefine theInterfaceDefine theInterfaceDefine theInterfaceIntegrateSolutionIntegrateSolutionSelectTechnicalSolutionSelectTechnicalSolutionDefineRequirementsDefineRequirementsIdentifyOpportunityIdentifyOpportunityDefineCustomerOutcomesDefineCustomerOutcomes
  30. 30. © 2013 EffectiveUI Inc.Build &IntegrateBuild &IntegrateSelectTechnicalSolutionSelectTechnicalSolutionDefine theInterfaceDefine theInterfaceDefineCustomerOutcomesDefineCustomerOutcomesIdentifyOpportunityIdentifyOpportunitythe new order for creating digital experiences that serve
  31. 31. 5 essentials for creating products that serve
  32. 32. © 2013 EffectiveUI Inc.every winning solution needs a mavenessential #1:
  33. 33. © 2013 EffectiveUI Inc.build team empathy through insightessential #2:
  34. 34. © 2013 EffectiveUI Inc.•design persuasive creative,build versions and A/B testuntil something worksSell Tactics•build with empathy for yourcustomers behaviors andexpectationsService TacticsBig Idea Customer Insightbuild team empathy through insightessential #2:
  35. 35. © 2013 EffectiveUI Inc.everything is a prototypeessential #3:
  36. 36. © 2013 EffectiveUI Inc.DefineCustomerOutcomesDefineCustomerOutcomeseverything is a prototypeessential #3:
  37. 37. © 2013 EffectiveUI Inc.plan for iteration and evolutionessential #4:
  38. 38. © 2013 EffectiveUI Inc.stick to your businessessential #5:
  39. 39. 5 things all mavens must be passionateabout
  40. 40. © 2013 EffectiveUI Inc.Adaptiveinterfaces that serve customers must be
  41. 41. © 2013 EffectiveUI Inc.the system should learn the individual, not the other way around
  42. 42. © 2013 EffectiveUI Inc.Beautifulinterfaces that serve customers must be
  43. 43. © 2013 EffectiveUI Inc.’nuff said
  44. 44. © 2013 EffectiveUI Inc.Opaqueinterfaces that serve customers must be
  45. 45. © 2013 EffectiveUI Inc.people should not notice technology
  46. 46. © 2013 EffectiveUI Inc.Intuitiveinterfaces that serve customers must be
  47. 47. © 2013 EffectiveUI Inc.understandable with little-to-no up-front training
  48. 48. © 2013 EffectiveUI Inc.Approachableinterfaces that serve customers must be
  49. 49. © 2013 EffectiveUI Inc.obscure intimidating complexity
  50. 50. 5 areas where companies see the largestROI
  51. 51. © 2013 EffectiveUI Inc.improving with empathy directlycorrelates to improving conversionsIncreased conversion rates
  52. 52. © 2013 EffectiveUI Inc.paper and ink, shipping, bandwidth, accurate data entryReduced hard costs
  53. 53. © 2013 EffectiveUI Inc.McAfee’s UI redesign saved them 90% in support costsReduced support costsHadley, 2004
  54. 54. © 2013 EffectiveUI Inc.our own internal research indicates that our intranetprojects at large enterprises which focus onimproving service to employees see at least a 50%decrease in wasted computer timeIncreased employee efficiency
  55. 55. © 2013 EffectiveUI Inc.a vast majority of “maintenance” costs are not bug fixesor system upgrades, but are actually attributed to havingto add unmet user needs after release.Reduced maintenance costswikipedia.org/wiki/Software_maintenance
  56. 56. a final note on us
  57. 57. © 2013 EffectiveUI Inc.craftsellMarketingengineerI.T.
  58. 58. © 2013 EffectiveUI Inc.topics I am moderately qualified to chat aboutUX MethodologiesUI DevelopmentResponsive DesignSteve Jobs3D PrintingEnterpriseCollaborationBad CreativeDirectorsiOSFlashAndroidWindows 8Hybrid AppsHTML 5Integration StrategiesQuestions?
  59. 59. © 2013 EffectiveUI Inc.PandasScotch WhiskeyTwilightCanadiansNorth KoreaObama CareGood CreativeDirectorsAssembly LanguageQuantum PhysicsRocket ScienceFishing / HuntingCredit Default SwapsMechanical EngineeringFlower Arrangementtopics I am totally not qualified to chat aboutQuestions?
  60. 60. “You cannot escape theresponsibility of tomorrow byevading it today.”Abraham LincolnThank youAnthony FrancoPresident, Founder@anthonyfranco#effectiveui-mobile

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