The document discusses the daily use of mobile devices across various contexts and goals for travelers, highlighting typical actions taken during travel such as changing reservations and checking flight details. It emphasizes the need for designing information and actions to empower users effectively, including suggestions to 'atomize' APIs for specific goals. Additionally, it touches on strategies to optimize mobile impact within travel scenarios.

1. @TedSchadler
VP @Forrester serving CIOs
MBA - MIT Sloan
MS Comp Sci - Univ of MD
BA Physics - Swarthmore

4. “ Where do you use the following devices in a typical day ? ”

5. 14
Countries
17
Industries
200+
Companies

7. for App ?
I E ADI

8. I D E N T I F Y
Plot #mobileMOMENTS
on Journey Map

9. - 2 days - Change Reservation
- Request Upgrade
- 2 hrs
Flight
+ 2 hrs
+ 2 days
- Reserve Seat
- Check-in
- Confirm Depart Time
- Confirm Gate Location
- Check Arrival Time
- Order Food/Entertainment
- Setup Wi-Fi
- Arrange Ground Transport
- Report/Track Lost Luggage
- Confirm Mileage Earned
- Complete Survey
- Book Reward Travel
- Verify Upcoming Reservations
Serving ?
Traveler wanting best seat.
Context ?
Limited time to complete.
Goal ?
Seat of their choice.
Serving ?
Traveler on plane.
Context ?
Checking from 35,000 ft.
Goal ?
Arrival time impacts agenda.
Serving ?
Traveler anxious about
frequent flyer status.
Context ?
Random time/spare moment.
Goal ?
How far from next level.

10. - 2 days - Change Reservation
- Request Upgrade
- 2 hrs
Flight
+ 2 hrs
+ 2 days
- Reserve Seat
- Check-in
- Confirm Depart Time
- Confirm Gate Location
- Check Arrival Time
- Order Food/Entertainment
- Setup Wi-Fi
- Arrange Ground Transport
- Report/Track Lost Luggage
- Confirm Mileage Earned
- Complete Survey
- Book Reward Travel
- Verify Upcoming Reservations
Serving ?
Traveler wanting best seat.
Context ?
Limited time to complete.
Goal ?
Seat of their choice.
Serving ?
Traveler on plane.
Context ?
Checking from 35,000 ft.
Goal ?
Arrival time impacts agenda.
Serving ?
Traveler anxious about
frequent flyer status.
Context ?
Random time/spare moment.
Goal ?
How far from next level.

11. Information & actions
to empower user
D E S I G N

12. Information & actions
to empower user
D E S I G N

13. “Atomize” APIs
for a single goal
E N G I N E E R

14. “Atomize” APIs
for a single goal
E N G I N E E R

15. How to optimize
mobile impact ?
A N A L Y Z E

16. How to optimize
mobile impact ?
A N A L Y Z E

17. Available in
Kindle Format
for under $4.