How to Create a User-Centered ”Digital Ecosystem” Across Devices

1. How to Create a User-Centered ”Digital Ecosystem” Across Devices 13 June 2018 – Søren Engelbrecht, Senior Mobile Strategist

2. page 2 The A.P. Møller - Mærsk Group TRANSPORT & LOGISTICS DIVISION ENERGY DIVISION 1904 130 76.000 30.9 BUSD

3. page 3 Mobile Devices Change how we Work The Nokia Era: Making calls away from your desk The Blackberry Era: Replicating PC functionality The Smart Device Era: New devices, tools, and data sources. Multi-device behavior.

4. The Maersk Mobile Strategy page 4 Mobile Where it Matters Governance and Guidance Think Mobile Pin-point the most important customer priorities and their mobile relevance Measure Results Highlight mobile achievements and failures to facilitate taking proper action Optimize Distribution Protect the Brand in public App stores and reach internal users effectively Maximize Business Value from Mobile Solutions Think Mobile Pin-point the most important customer priorities and their mobile relevance

5. Characteristics of Digital Ecosystems 1

6. page 6 Full Benefit Requires Ecosystem Thinking Mobile devices can filter information and present a subset to the user, depending on context, e.g., time, location, activity, or user profile

7. page 7 Device Characteristics Laptop Smartphone MicrodeviceDesktop Tablet Large screen Stationary Longer interaction Complex applications Fewer daily tasks Shared between users Slow start-up Longer life-time Content production Vs. Small screen Portable Shorter interactions Simple applications Many daily tasks Personal Instant start-up Shorter life-time Content consumption

8. page 8 The Device Matrix (Simplified) Simple User Task Complex User Task High interaction frequency Low interaction frequency Solution: Large Screen App, e.g., MS Word Solution: Small screen App, e.g., Yahoo Weather Solution: Large Screen website, e.g., Dell.com Solution: Small Screen website, e.g., m.ikea.dk User Task: Write a historic novel User Task: Check, if it will rain tomorrow User Task: Buy a tailor- made computer User Task: Confirm, that IKEA is open today

9. page 9 Further Aspects of Platform Choice • Quick answer to a simple question ?? • Expected time to solve – short or long ?? • Amount of reading required • Amount of filling-out to do • Does the user task fit naturally into a larger theme ?? • Interaction Frequency: Daily, frequently, intensive for a short period, rarely ?? • Does the User Task involve (subjectively) important decisions ?? • Expected number of users • Relation: Customer, potential customer, employee ?? Type of User Task Level of User Engagement • Where will the user typically be ?? • Will he need to move around ?? • Is a rugged device required ?? • Will he have a steady, high-speed Internet connection – or none at all ?? Physical Setting(s) • Is device-specific hardware relevant ?? (GPS, camera, webcam, motion sensor, barcode scanning, RFID, text messaging) • Is a touch interface convenient or detrimental to the UX ?? • Are any devices or technologies excluded, e.g., Java on Tablets ?? Technology

10. page 10 Case: Music Festival Companion Apps Customer Perspective Rock Festival Opera Festival Duration 8 days 9 days Decision to participate 6 months before – sight unseen 30-0 days before – will search Extent of engagement A week’s holidays – total cost around 800 GBP An evening or two – modest cost Check schedule for something interesting Several times daily over 8 days plus the week(s) before 1-5 times Check map of site / stages Several times daily over 8 days 0-5 times Organizer Perspective Rock Festival Opera Festival Potential number of users 100.000 – primarily younger people. Everyone participates in numerous events over 8 days 2-5.000 – clearly older on average than the rock festival. Most guests participate in 1-3 events Data to evaluate the festival Interest in each event, crowd flow Interest in each event Website & Mobile App Website

11. page 11 Ecosystem Strategy: “Mobile Where It Matters” Global finance system: A complex mainframe App used by finance staff Relevant parts of the system are available (in a simplified form) on employee laptops via the Intranet The feature “report mileage for refund” is implemented in an App which measures mileage based on the GPS Start Stop Your distance: 17 km Confirm & Report The feature “log hours for blue-collar workers” is implemented in an App, since they have limited PC access Leave Your hours today: 7:30 Confirm & Report

12. page 12 User Groups and Examples of Key UX Priorities • Allow configuration of rules per country or region without any IT involvement • Facilitate extraction and visualization of data • Simplify and automate approval processes as much as possible • Allow visualization of workforce status and behaviour – notify in case of outliers • Simplify day-to-day interaction • Allow a clear overview of status, e.g., hours worked and holidays Administrators Managers Employees Mobile is less relevant Mobile is highly relevant Mobile is relevant for some tasks

13. Platforms and the Customer Journey page 13 • A (fictional) company sells heating systems for energy-optimizing private homes • Target group is the home-owners, who make the purchase decision • The heating system can be controlled remotely Web Web App Web App SMS App SMS Pre-sale Purchase Daily use Service Primary platform Secondary platform

14. Designing the Digital Ecosystem 2

15. page 15 What is the “Right” Number of Apps ?? 1 10 100 App Store Confusion In-App Confusion • The purpose and relevance of each App is easily understood by targeted users (and communicated to peers) • Each App can be optimised as a tool for that specific purpose • Great UX leads to high adoption rates, maximising business benefits Running Training Step counter Soccer Golf Skateboard

16. Example of a Multi-App Strategy… page 16

17. Example of a Multi-App Strategy Gone too Far… page 17

18. page 18 Optimizing the Number of Features per App Source: Adapted from Magnus Revang, Gartner, 2017 Number of Features UserExperience MVP Key learning: Know when to stop, when it comes to adding to the feature set – and then spend your time optimizing key user tasks

19. page 19 1. Who are the (target groups of) users ?? 2. What are the key user tasks ?? 3. Which user tasks are relevant to which users on which devices ?? A User-Centered Approach to the Ecosystem User Group User Task Group A: Craftsmen Group B: Sales Staff Group C: Management Group D: Finance Task 1 D/T/P D/T/P Task 2 D D Task 3 T/P (simplified view) D Task 4 T/P D/T/P D/T/P D Task 5 D/T/P D T P D App #1 App #2 No App

20. The Maersk Application Mountain page 20 Mission Statement Key User Tasks Required features to support User Tasks Visuals, Information Architecture, Usability, etc Underlying technologies and interfaces Photograph © Juuyoh TANAKA – used with permission For more information, please contact the Mobile Centre of Excellence – mobile@maersk.com

21. page 21 Example: An Employee App for our HQ Mission Statement: The “Esplanaden” App will reduce friction in the everyday life of HQ employees Key User Tasks: One of the key user tasks is to spontaneously find an available meeting room Required features: Allow room search by name/size/AV equipment, and show my location Visuals and UI: Create a map in 3D and sortable room lists Underlying Technology: Fetch room availability data from Outlook, use Wi-Fi access points for positioning

22. Examples of Successful User-Centered Ecosystems 3

23. Case: Maersk Tankers Maintenance App page 23 Prepare Work orders are planned in the Engine Control Room Execute Pick up spare parts, perform maintenance and document work Synchronize …completed work orders and spare parts usage with ERP

24. Case: AidCube HomeRehab page 24 • Dedicated training tool for patients with, e.g., ”Smoker’s Lungs” or in post-surgery rehab • Each patient is given a 7” Android tablet for tracking exercise activity and subjective well- being at home • Benefits: Higher activity level, better data for evaluating progress, reduced cost • Medical staff use desktop PCs for follow-up

25. Case: Large Suite of Specialized Apps page 25

28. Summary: Ecosystem Foundations 4

29. page 29 Summary: Ecosystem Foundations Target Group, Users, and Roles Processes, User Tasks, and Environment(s) Devices and Technologies Mobile Apps Web Solutions Legacy Systems When in doubt: Ask your users…

30. page 30 Thank You e-mail: Soren.Engelbrecht@maersk.com Mobile: +45 21 84 00 00 Social: #Maersk This presentation: slideshare.net/imagepro