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Bringing Great Mobile Apps To Market (Faster)
Using Rapid Application Prototyping

CeBIT 2013
Global Conferences
March 7, 2013

Philipp Huy
Pidoco GmbH
Philipp Huy


 MA in Technology & Innovation Management,
  Economics, Physics in the U.S., France, Munich
 Projects in Corporate and Product Strategy at
  Siemens, Chrysler and Vodafone
 Consulting projects with start-ups from the
  software and telecommunication industries
 CEO and co-founder of Pidoco GmbH, since 2008


07.03.2013                 Pidoco GmbH © 2013      2
Pidoco is an innovative prototyping software
used around the globe


 Rapid Application
  Prototyping as SaaS
 in 40+ countries
 across industries
 since 2008
 Customer examples:



07.03.2013                Pidoco GmbH © 2013   3
Analyze & Ideate                Design &
                                                   visualize

  Research &                                                   Specification
“Mobile apps are now de rigueur. If you haven‘t
 Requirements
                            UCD
developed one yet, then you probably will soon.”
                    - Mike Gualtieri, Forrester, 2011
                               Review &
                                 Test




07.03.2013                    Pidoco GmbH © 2013                               4
The world is going mobile... Should you too?

                                            Global Mobile Traffic as Percent of Total Internet Traffic
                                                              (12/2008 - 02/2013)
                               20,0%

                                                                                               14% in 01/2013
% of Global Internet Traffic




                               15,0%

                                                                                   10% in 05/2012

                               10,0%

                                                                  5% in 04/2011




                                                                                                           % of Internet Traffic
                                5,0%
                                            1% in 07/2009


                                0,0%




                          Source:
                          StatCounter Global Stats

                               07.03.2013                                           Pidoco GmbH © 2013                             5
Mobile apps are becoming increasingly
important for sales and productivity


 71 % of enterprises looking to, or actively deploying their own
  mobile applications (Symantec, 02/12)

 Consumers spend 127 min/day in mobile apps (Flurry, 12/12)

 Mobile app store revenue to reach $58 bn in 2014 (Gartner, 01/11)

 50% of web sales to come from social, mobile apps (Gartner, 03/12)

Sources:
Venture Beat (http://venturebeat.com/2012/02/22/symantec-mobile/#zBktCyUYOfcXO7R6.99), Gartner (http://www.gartner.com/newsroom/id/1529214,
http://www.gartner.com/newsroom/id/1826814), TechCrunch (http://techcrunch.com/2012/12/05/flurry-mobile-apps-television/#)

07.03.2013                                                             Pidoco GmbH © 2013                                                     6
Mobile devices pose usability challenges
for designers and developers


 Smaller screen sizes
 Novel and different
  interactions, e.g.
  shake, pinch, „bump“
 Many screen formats



Sources:
https://bu.mp/company/
Note: Bump and Pidoco are not affiliated. The screenshot on this slide serves only as an illustration and does not imply any endorsements or relationship of bump andPidoco.

07.03.2013                                                                  Pidoco GmbH © 2013                                                                  7
As a result, it is even more critical than ever
to design carefully and test early



                   “Mobile apps are now de rigueur. If you haven‘t
                developed one yet, then you probably will soon. If you
                have already developed one, then you probably need
               to make it better. [...] How many stars you get depends
                    on the mobile user experience you design...”
                            Mike Gualtieri, Forrester, 2011


Source:
Forrester: “Mobile App Design Best Practices, When It Comes To Designing The Mobile User Experience (UX), Context Is King” by Mike Gualtieri with Mike Gilpin, Jeffrey S.
Hammond, and Adam Knoll, April 12, 2011,

07.03.2013                                                                 Pidoco GmbH © 2013                                                                               8
But mobile apps must satisfy business
requirements as well...


 Communication barrier between biz and tech people can lead
    to misunderstandings, e.g. biz people can’t express needs

 Biz people may not get what they need, causing costly changes


Client                     Manager                        Developer                End Users



             IX Designer             Designer                         Consultant


07.03.2013                           Pidoco GmbH © 2013                                    9
Analyze & Ideate                Design &
                                                 visualize

                                                             Specification
SoResearch & you ensure that the design
   how can
  Requirements
                             UCD
satisfies user AND business needs?
                             Review &
                               Test




07.03.2013                  Pidoco GmbH © 2013                               10
User-centered design methods and rapid
prototyping help meet user and biz needs



                            Analyze & Ideate                Design &
                                                            visualize

              Research &                                                Specification
                                           UCD
             Requirements


                                        Review &
                                          Test




07.03.2013                             Pidoco GmbH © 2013                               11
Rapid Application Prototyping can help involve
users and business people early


 Prototypes allow designers to quickly mock up an application
    and test their ideas with end users

 Prototypes allow business people to explain and discuss
    requirements in images rather than words




07.03.2013                  Pidoco GmbH © 2013                   12
Analyze & Ideate                Design &
                                                   visualize

  Research &                                                   Specification
Example: essenswert              UCD
 Requirements
by Die Initiatoren e.V.
                               Review &
                                 Test




07.03.2013                    Pidoco GmbH © 2013                               13
Die Initiatoren e.V. are developing
a mobile app for food deals to save waste


 Die Initiatoren, an NPO offering a platform for young people to
    engage in social projects, e.g. against food waste

 Developing a mobile app for local businesses and
    consumers to share information on food deals

 Team includes several (non-IT) students and young alumni, a
    service designer, developers, graphic designer


07.03.2013                    Pidoco GmbH © 2013                14
Step 1: Team brainstorms use cases
and visualizes them as ‟paper prototype”


                                                         Advantages

                                                     • Easy to understand

                                                     • Easy to discuss
                                                       functionality of app

                Screenshot:                          • Suitable for „non-
              Paper prototype                          techies“




07.03.2013                      Pidoco GmbH © 2013                            15
Step 2: Team quickly digitizes
the ‟paper prototype” with Pidoco


                                                           Advantages

                                                       • Easy to create

                                                       • No programming

                                                       • ‟Business people”
                   Screenshot:                           can visualize their
             Editor mit App-Prototyp                     ideas and explain
                                                         their requirements



07.03.2013                        Pidoco GmbH © 2013                           16
Step 3: Team tests the prototype directly
on the mobile device with target users


                                                     Advantages

                                           • See how app will work on the
                                             mobile device

                                           • Gather feedback directly

                                           • Easy to test with real users

                                           • Easy to discuss and try design
                                             alternatives in real-time


07.03.2013                Pidoco GmbH © 2013                                  17
Step 4: Team shares prototype with service
designer and others for feedback


                                                  Advantages

                                              • Easy to collect
                                                feedback

                                              • No live meetings
                                                necessary

                                              • Developers can
                                                assess technical
                                                feasibility and costs


07.03.2013               Pidoco GmbH © 2013                         18
Step 5: Team modifies prototype
according to feedback (and tests again)


                                                   Advantages

                                               • Cheap to change
                                                 the prototype
                                                 instead of the app

                                               • Early changes
                                                 prevent late
                                                 changes




07.03.2013                Pidoco GmbH © 2013                          19
Step 6: Designer and developer use final
prototype for implementing the app


                                                     Advantages

                                               • Less ambiguity – it’s
                                                 clear what the code
                                                 needs to do

                                               • Fewer feedback loops
                                                 during development

                                               • Avoid late change
                                                 requests


07.03.2013                Pidoco GmbH © 2013                             20
Tryg used Pidoco as central platform
to develop a great mobile app in little time


 Tryg: 2nd largest insurer in the Nordics
                                                        “Pidoco makes it
                                                      possible to interact
 Goal: Launch first self-service mobile           swiftly and quickly with
                                                         all of the project
                                                           stakeholders
    insurance app in the Nordics                      regardless of where
                                                     they are located. […]
 Used extensive prototype as central view                Pidoco helps
                                                    business and IT talk
                                                    the same language.”
    for project steering group and development       Ari-Pekka Pelkonen,
                                                         Head of IT, Tryg
    partner; user tests on mobile/tablet devices


07.03.2013                   Pidoco GmbH © 2013                         21
The app received great reviews
and was delivered on time and on scope


 Market leadership in services
    provided for customers through
    mobile applications

 Highest rating among insurance
    apps developed in the Nordics

 Developed in very short time


07.03.2013                  Pidoco GmbH © 2013   22
Rapid Prototyping helps improve customer
satisfaction and can save costs


Save time                                                    Save costs
    “We created a very extensive interactive protype             “Pidoco has allowed us to speed up our workflow by
      that […] allowed the development partner to                more than 50% because we can avoid communica-
     develop the app in a very short time period.”              tion mistakes during conception and implementation.”
         Ari-Pekka Pelkonen, Head of IT, Tryg                        Sven Eßbach, Head of Operations, Unimall




Reduce risk                                                  Exceed expectations
  “It is really great to have “working” prototypes on
                                                                  “Getting user feedback is so simple with Pidoco. It
     the iPad to show around and gather feedback.”
                                                                     has really improved the usability of our site.”
         Andreas Bleiker, User Experience Expert,
                                                                              Max Ahrens, CTO, Zimory
                       Roche Global IT



07.03.2013                                         Pidoco GmbH © 2013                                                   23
Visit us in hall 6 at booth K46/1 to learn more
and win a free license


 Visit Pidoco in hall 6, booth K46/1

 Information on Rapid Application Prototyping

 Individual consultations

 Prototyping competition



07.03.2013                   Pidoco GmbH © 2013   24
Ask a question now or drop us a line...




                                                            Philipp Huy
                                           philipp.huy@pidoco.com



Pidoco GmbH     Warschauer Straße 58a, D-10243 Berlin, contact@pidoco.com, www.pidoco.com
                Commercial Registry: HRB 115010 B, Chief Executive Officer: Philipp Huy
All rights reserved. No part of this presentation may be used without the prior written consent of the author.


07.03.2013                                                      Pidoco GmbH © 2013                               25

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Bringing mobile apps to market faster using rapid application prototyping

  • 1. Bringing Great Mobile Apps To Market (Faster) Using Rapid Application Prototyping CeBIT 2013 Global Conferences March 7, 2013 Philipp Huy Pidoco GmbH
  • 2. Philipp Huy  MA in Technology & Innovation Management, Economics, Physics in the U.S., France, Munich  Projects in Corporate and Product Strategy at Siemens, Chrysler and Vodafone  Consulting projects with start-ups from the software and telecommunication industries  CEO and co-founder of Pidoco GmbH, since 2008 07.03.2013 Pidoco GmbH © 2013 2
  • 3. Pidoco is an innovative prototyping software used around the globe  Rapid Application Prototyping as SaaS  in 40+ countries  across industries  since 2008  Customer examples: 07.03.2013 Pidoco GmbH © 2013 3
  • 4. Analyze & Ideate Design & visualize Research & Specification “Mobile apps are now de rigueur. If you haven‘t Requirements UCD developed one yet, then you probably will soon.” - Mike Gualtieri, Forrester, 2011 Review & Test 07.03.2013 Pidoco GmbH © 2013 4
  • 5. The world is going mobile... Should you too? Global Mobile Traffic as Percent of Total Internet Traffic (12/2008 - 02/2013) 20,0% 14% in 01/2013 % of Global Internet Traffic 15,0% 10% in 05/2012 10,0% 5% in 04/2011 % of Internet Traffic 5,0% 1% in 07/2009 0,0% Source: StatCounter Global Stats 07.03.2013 Pidoco GmbH © 2013 5
  • 6. Mobile apps are becoming increasingly important for sales and productivity  71 % of enterprises looking to, or actively deploying their own mobile applications (Symantec, 02/12)  Consumers spend 127 min/day in mobile apps (Flurry, 12/12)  Mobile app store revenue to reach $58 bn in 2014 (Gartner, 01/11)  50% of web sales to come from social, mobile apps (Gartner, 03/12) Sources: Venture Beat (http://venturebeat.com/2012/02/22/symantec-mobile/#zBktCyUYOfcXO7R6.99), Gartner (http://www.gartner.com/newsroom/id/1529214, http://www.gartner.com/newsroom/id/1826814), TechCrunch (http://techcrunch.com/2012/12/05/flurry-mobile-apps-television/#) 07.03.2013 Pidoco GmbH © 2013 6
  • 7. Mobile devices pose usability challenges for designers and developers  Smaller screen sizes  Novel and different interactions, e.g. shake, pinch, „bump“  Many screen formats Sources: https://bu.mp/company/ Note: Bump and Pidoco are not affiliated. The screenshot on this slide serves only as an illustration and does not imply any endorsements or relationship of bump andPidoco. 07.03.2013 Pidoco GmbH © 2013 7
  • 8. As a result, it is even more critical than ever to design carefully and test early “Mobile apps are now de rigueur. If you haven‘t developed one yet, then you probably will soon. If you have already developed one, then you probably need to make it better. [...] How many stars you get depends on the mobile user experience you design...” Mike Gualtieri, Forrester, 2011 Source: Forrester: “Mobile App Design Best Practices, When It Comes To Designing The Mobile User Experience (UX), Context Is King” by Mike Gualtieri with Mike Gilpin, Jeffrey S. Hammond, and Adam Knoll, April 12, 2011, 07.03.2013 Pidoco GmbH © 2013 8
  • 9. But mobile apps must satisfy business requirements as well...  Communication barrier between biz and tech people can lead to misunderstandings, e.g. biz people can’t express needs  Biz people may not get what they need, causing costly changes Client Manager Developer End Users IX Designer Designer Consultant 07.03.2013 Pidoco GmbH © 2013 9
  • 10. Analyze & Ideate Design & visualize Specification SoResearch & you ensure that the design how can Requirements UCD satisfies user AND business needs? Review & Test 07.03.2013 Pidoco GmbH © 2013 10
  • 11. User-centered design methods and rapid prototyping help meet user and biz needs Analyze & Ideate Design & visualize Research & Specification UCD Requirements Review & Test 07.03.2013 Pidoco GmbH © 2013 11
  • 12. Rapid Application Prototyping can help involve users and business people early  Prototypes allow designers to quickly mock up an application and test their ideas with end users  Prototypes allow business people to explain and discuss requirements in images rather than words 07.03.2013 Pidoco GmbH © 2013 12
  • 13. Analyze & Ideate Design & visualize Research & Specification Example: essenswert UCD Requirements by Die Initiatoren e.V. Review & Test 07.03.2013 Pidoco GmbH © 2013 13
  • 14. Die Initiatoren e.V. are developing a mobile app for food deals to save waste  Die Initiatoren, an NPO offering a platform for young people to engage in social projects, e.g. against food waste  Developing a mobile app for local businesses and consumers to share information on food deals  Team includes several (non-IT) students and young alumni, a service designer, developers, graphic designer 07.03.2013 Pidoco GmbH © 2013 14
  • 15. Step 1: Team brainstorms use cases and visualizes them as ‟paper prototype” Advantages • Easy to understand • Easy to discuss functionality of app Screenshot: • Suitable for „non- Paper prototype techies“ 07.03.2013 Pidoco GmbH © 2013 15
  • 16. Step 2: Team quickly digitizes the ‟paper prototype” with Pidoco Advantages • Easy to create • No programming • ‟Business people” Screenshot: can visualize their Editor mit App-Prototyp ideas and explain their requirements 07.03.2013 Pidoco GmbH © 2013 16
  • 17. Step 3: Team tests the prototype directly on the mobile device with target users Advantages • See how app will work on the mobile device • Gather feedback directly • Easy to test with real users • Easy to discuss and try design alternatives in real-time 07.03.2013 Pidoco GmbH © 2013 17
  • 18. Step 4: Team shares prototype with service designer and others for feedback Advantages • Easy to collect feedback • No live meetings necessary • Developers can assess technical feasibility and costs 07.03.2013 Pidoco GmbH © 2013 18
  • 19. Step 5: Team modifies prototype according to feedback (and tests again) Advantages • Cheap to change the prototype instead of the app • Early changes prevent late changes 07.03.2013 Pidoco GmbH © 2013 19
  • 20. Step 6: Designer and developer use final prototype for implementing the app Advantages • Less ambiguity – it’s clear what the code needs to do • Fewer feedback loops during development • Avoid late change requests 07.03.2013 Pidoco GmbH © 2013 20
  • 21. Tryg used Pidoco as central platform to develop a great mobile app in little time  Tryg: 2nd largest insurer in the Nordics “Pidoco makes it possible to interact  Goal: Launch first self-service mobile swiftly and quickly with all of the project stakeholders insurance app in the Nordics regardless of where they are located. […]  Used extensive prototype as central view Pidoco helps business and IT talk the same language.” for project steering group and development Ari-Pekka Pelkonen, Head of IT, Tryg partner; user tests on mobile/tablet devices 07.03.2013 Pidoco GmbH © 2013 21
  • 22. The app received great reviews and was delivered on time and on scope  Market leadership in services provided for customers through mobile applications  Highest rating among insurance apps developed in the Nordics  Developed in very short time 07.03.2013 Pidoco GmbH © 2013 22
  • 23. Rapid Prototyping helps improve customer satisfaction and can save costs Save time Save costs “We created a very extensive interactive protype “Pidoco has allowed us to speed up our workflow by that […] allowed the development partner to more than 50% because we can avoid communica- develop the app in a very short time period.” tion mistakes during conception and implementation.” Ari-Pekka Pelkonen, Head of IT, Tryg Sven Eßbach, Head of Operations, Unimall Reduce risk Exceed expectations “It is really great to have “working” prototypes on “Getting user feedback is so simple with Pidoco. It the iPad to show around and gather feedback.” has really improved the usability of our site.” Andreas Bleiker, User Experience Expert, Max Ahrens, CTO, Zimory Roche Global IT 07.03.2013 Pidoco GmbH © 2013 23
  • 24. Visit us in hall 6 at booth K46/1 to learn more and win a free license  Visit Pidoco in hall 6, booth K46/1  Information on Rapid Application Prototyping  Individual consultations  Prototyping competition 07.03.2013 Pidoco GmbH © 2013 24
  • 25. Ask a question now or drop us a line... Philipp Huy philipp.huy@pidoco.com Pidoco GmbH Warschauer Straße 58a, D-10243 Berlin, contact@pidoco.com, www.pidoco.com Commercial Registry: HRB 115010 B, Chief Executive Officer: Philipp Huy All rights reserved. No part of this presentation may be used without the prior written consent of the author. 07.03.2013 Pidoco GmbH © 2013 25