SlideShare a Scribd company logo
@TedSchadler
VP @Forrester serving CIOs
MBA - MIT Sloan
MS Comp Sci - Univ of MD
BA Physics - Swarthmore
“ Where do you use the following devices in a typical day ? ”
14
Countries
17
Industries
200+
Companies
for App ?
I E ADI
I D E N T I F Y
Plot #mobileMOMENTS
on Journey Map
- 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.
- 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.
Information & actions
to empower user
D E S I G N
Information & actions
to empower user
D E S I G N
“Atomize” APIs
for a single goal
E N G I N E E R
“Atomize” APIs
for a single goal
E N G I N E E R
How to optimize
mobile impact ?
A N A L Y Z E
How to optimize
mobile impact ?
A N A L Y Z E
Available in
Kindle Format
for under $4.

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Book Overview - Mobile Mindshift

  • 1. @TedSchadler VP @Forrester serving CIOs MBA - MIT Sloan MS Comp Sci - Univ of MD BA Physics - Swarthmore
  • 2.
  • 3.
  • 4. “ Where do you use the following devices in a typical day ? ”
  • 6.
  • 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