S C O T T
E B A L E S . C O M Connecting with the untethered consumer MOBILE READY A R E Y O U R E A D Y ?

9 %

H O W M O
B I L E S AV V Y A R E Y O U ? #mobileready @scottebales +

7 4 % G E
N - Y S M A R T P H O N E O W N E R S I N U N D E R 3 0 S E C O N D S

M O B I L
E I S N O T A B O U T T E C H N O L O G Y… I T S A B O U T C O N T E X T , B E H AV I O U R A N D U T I L I T Y

T H E M O
B I L E M O M E N T

@scottebales ISAAC LIM D.O.B. 29
Jun 2007

67% Friendly = likely to
buy 61% Unfriendly = likely to leave

1 2 %

19%

84%

6 4 % AT W
O R K 8 4 % AT H O M E 8 0 % D O W N T I M E 6 9 % W H I L E S H O P P I N G 4 7 % D U R I N G C O M M U T E 6 2 % W H I L E WAT C H I N G T V W H E R E A R E W E E N G A G I N G ?

L O O K -
U P / F I N D E X P L O R E / P L AY C H E C K I N / S TAT U S E D I T / C R E AT E U R G E N T I N F O L O C A L R E P E AT M I C R O - TA S K I N G B O R E D L O C A L U R G E N T C H A N G E M I C R O - TA S K I N G W H AT A R E W E D O I N G ?

?

5 5 %

mo·bile adjective ˈmō-bəl, -ˌbī-əl also
-ˌbēl : able to move from one place to another : able to move with the use of vehicles (such as trucks and airplanes) : able to be moved readiness noun rɛdinəs : the state of being fully prepared for something. "your muscles tense in readiness for action" synonyms: preparedness, preparation, fitness

Connecting with the untethered consumer
MOBILE READY C O N T E X T B E H AV I O R U T I L I T Y

H AT H A

R Ā J A

I T S N O
T A B O U T T H E T E C H N O L O G Y

G E T O U
T O F T H E B U I L D I N G

D O N ’ T
D O I T A L O N E

O F F E R
F R E E S T U F F

C R E AT E
E X P E R I E N C E S N O T P R O D U C T S

E N S U R
E N O S T R I N G S A R E AT TA C H E D

P R O V I
D E P E R S O N A L C O N T E X T

D O N T B
E I N T R U S I V E

M A K E T
H I N G S E A S Y N O T B A S I C

AV O I D B
U I L D I N G O N L I N E M I M I C S

M A K E D
E C I S I O N S B Y T H E N U M B E R S

R E C O G
N I S E P E R F O R M A N C E I S T H E N E W S E X Y

S TA RT S I
M P L E A N D P L AY T H E L O N G G A M E

M O B I L
E M O M E N T U M

P E R S O
N A D E V E L O P M E N T fictional characters to represent different user types in a targeted, attitude and/or behaviour set to drive empathy C U S T O M E R

W H AT C U
S T O M E R ? 1 2 3 4 C U S T O M E R

P E R S O
N A W H AT ’ S T H E I R C O N T E X T ? W H AT A R E T H E Y T RY I N G T O A C H I E V E ? H O W C A N Y O U A D D VA L U E ? E X E R C I S E

Facts Factual information about your
target customer. Pain State the problem you believe your target customers have, that your solution solves for. Goals What goals are they trying to accomplish through the behavior, that your solution will do better? Behavior Existing behavior they exhibit now, because they don’t have your solution. Greg G E T T H E T E M P L AT E S C O T T E B A L E S . C O M / P E R S O N A S

KNOWLEDGE IS HAVING THE RIGHT
ANSWER INTELLIGENCE IS ASKING THE RIGHT QUESTION

W O R K S
M A RT E R N O T H A R D E R

Hypothesis Design Lean UXConversion Funnels
Concierge Method Advanced Interviews Market Discovery Pitch Method Pivot or Persevere Customer Discovery Persona Development Minimum Viable Experiments Lean Product Market Fit Pitching Your Idea Business Model Canvas Validation Board Mobile Ready Are You Ready 4 Isaac? Lean For Entreprise Multi-Sided Markets Growing Scale K E E P L E A R N I N G

S U C C E
S S Y O U T O O C A N O W N T H I S FA C E O F A C C O M P L I S H M E N T

M O B I L
E I S M O R E T H A N T E C H N O L O G Y S C O T T E B A L E S . C O M / M O B I L E R E A D Y

scottebales.com @scottebales want to accelerate
your mobile preparation? Digital Coach Digital Strategy Product Ideation Strategic Advisor Capability Building Corporate Innovation email me your challenge, for a chance to win a free consultation scott@s3b.co

CONNECT W ITH THE UNTETHERED
CONSUMER s c o t t e b a l e s . c o m / f e e d b a c k