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

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

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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
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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

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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

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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

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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

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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

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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

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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

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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
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• 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

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Designing the
Digital Ecosystem
2

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

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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

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The Maersk Application Mountain
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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

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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
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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
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• 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
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Case: Large Suite of Specialized Apps
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Case: Large Suite of Specialized Apps
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28.
Summary:
Ecosystem Foundations
4

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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…

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