Today consumers expect to access products everywhere: mobile web, apps, and desktop. So how can you create a strategy for each device, prioritize a roadmap, and create a great, consistent user experience while staying lean and learning quickly?

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MAXIMIZING GROWTH FOR
CROSS-DEVICE PRODUCTS

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ROBBIE ALLAN
SENIOR PRODUCT MANAGER
INTERCOM
MAXIMIZING GROWTH FOR
CROSS-DEVICE PRODUCTS

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Desktop isn’t dead

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Time spent by US adults with digital devices
0
2
4
6
2008 2010 2012 2014 2016
Mobile
Desktop
Other

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Smartphones not
just small desktops

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Smartphones are not small laptops
1. Available to everyone
2. Where you are, all the time
3. A personal device
4. Camera and microphone > keyboard
5. Small, touchable display
6. Intermittent connectivity

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Creating a mobile growth
strategy that works

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4 archetypes of mobile growth strategies
Desktop
only
Mobile
first
One
product
Responsive
website

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A One Product strategy
Sign up + create Monitor + Manage Take a survey
MOBILE WEBSITE APP RESPONSIVE WEBSITE

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z
Desktop
features
Mobile
features

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Three ways mobile can power growth
Smooth existing paths
Do existing jobs better
Serve new customers

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Placeholder for Intercom mobile sign up

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Three ways mobile can power growth
Smooth existing paths
Do existing jobs better
Serve new customers

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What’s the job that your
customers hire your
product to do?

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All use cases
for all customer
segments
USE CASES
CUSTOMER
SEGMENTS

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Some use cases
for some customer
segments
USE CASES
CUSTOMER
SEGMENTS

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First translate,
then reimagine

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Three ways mobile can power growth
Smooth existing paths
Do existing jobs better
Serve new customers

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Serve new customers
Reach new customers
Compete in new segments
Make tasks digital

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Choose the right
tools for the task

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Good
for
Not so
good for
Products with
logged-out, mostly
mobile traffic
RESPONSIVE
WEBSITE
MOBILE
WEBSITE
MOBILE
APP
Applications with
advanced workflows
Advanced
functionality for
existing customers
Advanced
functionality, great
desktop experience
Limited budgets New customer
acquisition

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Thanks!
robbie@intercom.io
@robbiedigi