Today, both enterprise employees and their customers expect a digital "ecosystem" of websites and Apps that makes sense across all their devices: PC, tablet, phone, or wearables. This presentation offers methods and guidance for creating such an ecosystem - a systematic approach based on user insight, business insight, and technology insight
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Learn how to make the right decisions for your mobile ecosystem: Do you reall need an App, how many do you need, and what should they do ?? All from a user-centered perspective
Most of us understand that the behaviour of the mobile devices is unpredictable and different from desktops. I hope these slides give you some insight for Business Analysts...!
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Organizations need to understand the challenges and opportunities involved in adopting enterprise mobility. This presentation provides a clear idea on the challenges an organization must overcome when implementing mobile apps. By learning about opportunities, managers can get funding easily and extract the full value of mobile solutions. This presentation is applicable to SAP ERP customers, Oracle EBS customers of any size. For more information, please contact Algarytm's Mobile advisory team at rajp@algarytm.com
Enterprise mobility challenges and opportunitesAlgarytm
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Mobile Web – Strategy for Enterprise Success ijwscjournal
Today, enterprises are faced with increased global competition in an environment where customers are demanding faster delivery, better service and also want to gain significant and immediate business value by increasing productivity and reducing operational cost.
Spurred by unprecedented customer demand, each Industry cluster has developed its own source of comparative advantage. Even within a single organization, the business value chain is geographically fragmented. Such diversification and fragmentation of value chain drives the need for cross-platform Web applications over mobile channel. Mobile Web is the next logical transition in this evolutionary process and Mobile Web applications will continue to gain more prominence in the enterprises not just to improve the return on investment in their existing system landscape, but also to expand global reach and improve operational efficiency of their mobile workforce.
This paper outlines the critical business needs to rapidly create flexible Mobile web solutions across all lines of business. The paper enlightens the benefits offered by enabling web applications on Mobile devices and also addresses the current business challenges in developing Mobile Web applications.
This paper is intended for all business domains irrespective of application portfolios.
Location Analytics Applications and ArchitectureArvind Sathi
Presentation to IBM's Information on Demand conference 2013, Las Vegas, NV.
It describes location analytics - data sources, types of analysis and solution architecture.
Mobile where it Matters - A Strategic Approach to Digital EcosystemsSøren Engelbrecht
Learn how to make the right decisions for your mobile ecosystem: Do you reall need an App, how many do you need, and what should they do ?? All from a user-centered perspective
Most of us understand that the behaviour of the mobile devices is unpredictable and different from desktops. I hope these slides give you some insight for Business Analysts...!
Enterprise mobility challenges and opportunitesAlgarytm
Organizations need to understand the challenges and opportunities involved in adopting enterprise mobility. This presentation provides a clear idea on the challenges an organization must overcome when implementing mobile apps. By learning about opportunities, managers can get funding easily and extract the full value of mobile solutions. This presentation is applicable to SAP ERP customers, Oracle EBS customers of any size. For more information, please contact Algarytm's Mobile advisory team at rajp@algarytm.com
Enterprise mobility challenges and opportunitesAlgarytm
Mobile is the new desktop. The presentation covers the following What makes mobile more complex than web development? Challenges & Opportunities with Enterprise Mobile Enablement. For more information contact us at sales@algarytm.com
Mobile Web – Strategy for Enterprise Success ijwscjournal
Today, enterprises are faced with increased global competition in an environment where customers are demanding faster delivery, better service and also want to gain significant and immediate business value by increasing productivity and reducing operational cost.
Spurred by unprecedented customer demand, each Industry cluster has developed its own source of comparative advantage. Even within a single organization, the business value chain is geographically fragmented. Such diversification and fragmentation of value chain drives the need for cross-platform Web applications over mobile channel. Mobile Web is the next logical transition in this evolutionary process and Mobile Web applications will continue to gain more prominence in the enterprises not just to improve the return on investment in their existing system landscape, but also to expand global reach and improve operational efficiency of their mobile workforce.
This paper outlines the critical business needs to rapidly create flexible Mobile web solutions across all lines of business. The paper enlightens the benefits offered by enabling web applications on Mobile devices and also addresses the current business challenges in developing Mobile Web applications.
This paper is intended for all business domains irrespective of application portfolios.
Location Analytics Applications and ArchitectureArvind Sathi
Presentation to IBM's Information on Demand conference 2013, Las Vegas, NV.
It describes location analytics - data sources, types of analysis and solution architecture.
A "how-to" guide on creating successful websites or Apps. The three elements are (1) Design for User Tasks (2) Design for Flexibility (3) Design for Measurement. The presentation introduces numerous practical methodologies, e.g., The Application Mountain, The Water Mill Development Model, Onion Governance, and the User Task Matrix. Practical examples are taken from work at Scandinavian Airlines, Tryg Insurance, and Maersk.
Mobile Web – Strategy for Enterprise Successijwscjournal
Today, enterprises are faced with increased global competition in an environment where customers are demanding faster delivery, better service and also want to gain significant and immediate business value by increasing productivity and reducing operational cost.
Spurred by unprecedented customer demand, each Industry cluster has developed its own source of comparative advantage. Even within a single organization, the business value chain is geographically fragmented. Such diversification and fragmentation of value chain drives the need for cross-platform Web applications over mobile channel. Mobile Web is the next logical transition in this evolutionary process and Mobile Web applications will continue to gain more prominence in the enterprises not just to improve the return on investment in their existing system landscape, but also to expand global reach and improve operational efficiency of their mobile workforce.
This paper outlines the critical business needs to rapidly create flexible Mobile web solutions across all lines of business. The paper enlightens the benefits offered by enabling web applications on Mobile devices and also addresses the current business challenges in developing Mobile Web applications.
This paper is intended for all business domains irrespective of application portfolios.
Mobile Web – Strategy for Enterprise Success ijwscjournal
Today, enterprises are faced with increased global competition in an environment where customers are demanding faster delivery, better service and also want to gain significant and immediate business value by increasing productivity and reducing operational cost.
SMAC is upsetting the domain. No CIO dialogue is accomplished devoid of considering influence
of SMAC on industry and business. Rapid developments in this technology pile are accumulating
value to complete breadth of businesses and industries. Rewards are several and appear very
captivating, with assurances being made as big as - forecasting future (Analytics), accessible
everywhere (Mobile), everything is so easy and networked (Social), and at a very low cost (Cloud).
This fresh technology pile has begun changing tomorrow's organization and has influence on every
part of a business, therefore consequently on the every software applications being utilize inside
the company and by the company.
iPhones: Markets, Marketing, Development and researchchrisvanaart
Mobile App business
- Consumers and Companies
- stakeholders, markets
Building Mobile apps
- Architectures
Research with Mobile apps
-cultural heritage
-Personalized TV watching
To maximize the value of mobile devices you need to have Applications which take advantage of the technology, and enable users to use it effectively wherever they are.
Scope:
Share the key takeaways after migrating or modernizing several Progress character UI/desktop legacy applications.
Key Elements:
- What could be the business cases for taking action in “upgrading” a Progress character UI/desktop application?
- What are main the strategies that can be followed?
- What are the Progress tools that can help out in taking the approach on fast forward?
- What could be the long-term vision taking into account the business drives and the technology trends?
Key Takeaways:
- In which direction should I go with my Progress character/desktop UI app?
- What are the Progress tools and processes that can help out in this journey?
How to maximize mobile website & app ROICompuware APM
Are you maximizing the return on your mobile investment? With mobile services your customers expect quick anytime transactions that work flawlessly.
Failure to identify and resolve a slow – or worse – malfunctioning mobile service will result in lost customers and irreparable brand damage.
Join featured speakers, Julie Ask, VP and Principal Analyst from independent research firm Forrester Research, Inc., and Compuware CTO APM Solutions Imad Mouline to learn:
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- What growing mobile Web adoption and rising customer expectations mean for mobile service owners
- Common challenges that prohibit companies from capitalizing on the mobile opportunity
- Best practices to deliver quality mobile Web and application experiences to all end-users
When designing a digital product or service, resist the urge to start with some fancy new technology - always start the design process with the user and their "User Tasks". Then can you decide, which technology is relevant.
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Today, enterprises are faced with increased global competition in an environment where customers are demanding faster delivery, better service and also want to gain significant and immediate business value by increasing productivity and reducing operational cost.
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How to Create a User-Centered ”Digital Ecosystem” Across Devices
1. How to Create a User-Centered
”Digital Ecosystem” Across Devices
13 June 2018 – Søren Engelbrecht, Senior Mobile Strategist
2. page 2
The A.P. Møller - Mærsk Group
TRANSPORT & LOGISTICS DIVISION ENERGY DIVISION
1904 130 76.000 30.9 BUSD
3. page 3
Mobile Devices Change how we Work
The Nokia Era:
Making calls away
from your desk
The Blackberry Era:
Replicating PC
functionality
The Smart Device Era:
New devices, tools, and data
sources. Multi-device behavior.
4. The Maersk Mobile Strategy
page 4
Mobile Where it Matters
Governance and Guidance
Think
Mobile
Pin-point the most
important customer
priorities and their
mobile relevance
Measure
Results
Highlight mobile
achievements and
failures to facilitate
taking proper action
Optimize
Distribution
Protect the Brand in
public App stores
and reach internal
users effectively
Maximize Business Value from Mobile Solutions
Think
Mobile
Pin-point the most
important customer
priorities and their
mobile relevance
6. page 6
Full Benefit Requires Ecosystem Thinking
Mobile devices can filter
information and present
a subset to the user,
depending on context,
e.g., time, location,
activity, or user profile
7. page 7
Device Characteristics
Laptop Smartphone MicrodeviceDesktop Tablet
Large screen
Stationary
Longer interaction
Complex applications
Fewer daily tasks
Shared between users
Slow start-up
Longer life-time
Content production
Vs.
Small screen
Portable
Shorter interactions
Simple applications
Many daily tasks
Personal
Instant start-up
Shorter life-time
Content consumption
8. page 8
The Device Matrix (Simplified)
Simple
User Task
Complex
User Task
High interaction
frequency
Low interaction
frequency
Solution: Large Screen
App, e.g., MS Word
Solution: Small screen
App, e.g., Yahoo Weather
Solution: Large Screen
website, e.g., Dell.com
Solution: Small Screen
website, e.g., m.ikea.dk
User Task: Write a
historic novel
User Task: Check, if it will
rain tomorrow
User Task: Buy a tailor-
made computer
User Task: Confirm, that
IKEA is open today
9. page 9
Further Aspects of Platform Choice
• Quick answer to a simple question ??
• Expected time to solve – short or long ??
• Amount of reading required
• Amount of filling-out to do
• Does the user task fit naturally into a
larger theme ??
• Interaction Frequency: Daily, frequently,
intensive for a short period, rarely ??
• Does the User Task involve (subjectively)
important decisions ??
• Expected number of users
• Relation: Customer, potential customer,
employee ??
Type of User Task Level of User Engagement
• Where will the user typically be ??
• Will he need to move around ??
• Is a rugged device required ??
• Will he have a steady, high-speed Internet
connection – or none at all ??
Physical Setting(s)
• Is device-specific hardware relevant ??
(GPS, camera, webcam, motion sensor,
barcode scanning, RFID, text messaging)
• Is a touch interface convenient or
detrimental to the UX ??
• Are any devices or technologies excluded,
e.g., Java on Tablets ??
Technology
10. page 10
Case: Music Festival Companion Apps
Customer Perspective Rock Festival Opera Festival
Duration 8 days 9 days
Decision to participate 6 months before – sight unseen 30-0 days before – will search
Extent of engagement A week’s holidays – total cost
around 800 GBP
An evening or two – modest cost
Check schedule for something
interesting
Several times daily over 8 days
plus the week(s) before
1-5 times
Check map of site / stages Several times daily over 8 days 0-5 times
Organizer Perspective Rock Festival Opera Festival
Potential number of users 100.000 – primarily younger
people. Everyone participates in
numerous events over 8 days
2-5.000 – clearly older on average
than the rock festival. Most guests
participate in 1-3 events
Data to evaluate the festival Interest in each event, crowd flow Interest in each event
Website & Mobile App Website
11. page 11
Ecosystem Strategy: “Mobile Where It Matters”
Global finance system:
A complex mainframe App
used by finance staff
Relevant parts of the system are
available (in a simplified form) on
employee laptops via the Intranet
The feature “report
mileage for refund” is
implemented in an App
which measures mileage
based on the GPS
Start Stop
Your distance:
17 km
Confirm & Report
The feature “log hours
for blue-collar workers”
is implemented in an
App, since they have
limited PC access
Leave
Your hours today:
7:30
Confirm & Report
12. page 12
User Groups and Examples of Key UX Priorities
• Allow configuration of
rules per country or
region without any IT
involvement
• Facilitate extraction
and visualization of
data
• Simplify and automate
approval processes as
much as possible
• Allow visualization of
workforce status and
behaviour – notify in
case of outliers
• Simplify day-to-day
interaction
• Allow a clear overview
of status, e.g., hours
worked and holidays
Administrators Managers Employees
Mobile is
less relevant
Mobile is
highly relevant
Mobile is relevant
for some tasks
13. Platforms and the Customer Journey
page 13
• A (fictional) company sells heating systems for energy-optimizing private homes
• Target group is the home-owners, who make the purchase decision
• The heating system can be controlled remotely
Web
Web
App
Web
App
SMS
App
SMS
Pre-sale Purchase Daily use Service
Primary
platform
Secondary
platform
15. page 15
What is the “Right” Number of Apps ??
1 10 100
App Store
Confusion
In-App
Confusion
• The purpose and relevance of each
App is easily understood by targeted
users (and communicated to peers)
• Each App can be optimised as a tool
for that specific purpose
• Great UX leads to high adoption
rates, maximising business benefits
Running Training Step counter
Soccer Golf Skateboard
17. Example of a Multi-App Strategy Gone too Far…
page 17
18. page 18
Optimizing the Number of Features per App
Source: Adapted from Magnus Revang, Gartner, 2017
Number of Features
UserExperience
MVP
Key learning: Know when to stop,
when it comes to adding to the
feature set – and then spend your
time optimizing key user tasks
19. page 19
1. Who are the (target groups of) users ??
2. What are the key user tasks ??
3. Which user tasks are relevant to which
users on which devices ??
A User-Centered Approach to the Ecosystem
User Group
User Task
Group A:
Craftsmen
Group B:
Sales Staff
Group C:
Management
Group D:
Finance
Task 1 D/T/P D/T/P
Task 2 D D
Task 3 T/P
(simplified view)
D
Task 4 T/P D/T/P D/T/P D
Task 5 D/T/P D
T P
D
App #1 App #2 No App
21. page 21
Example: An Employee App for our HQ
Mission Statement: The “Esplanaden”
App will reduce friction in the everyday
life of HQ employees
Key User Tasks: One of the key user
tasks is to spontaneously find an
available meeting room
Required features: Allow room search
by name/size/AV equipment, and show
my location
Visuals and UI: Create a map in 3D
and sortable room lists
Underlying Technology: Fetch room
availability data from Outlook, use Wi-Fi
access points for positioning
23. Case: Maersk Tankers Maintenance App
page 23
Prepare
Work orders are
planned in the
Engine Control Room
Execute
Pick up spare parts,
perform maintenance
and document work
Synchronize
…completed work
orders and spare
parts usage with ERP
24. Case: AidCube HomeRehab
page 24
• Dedicated training tool for patients with, e.g.,
”Smoker’s Lungs” or in post-surgery rehab
• Each patient is given a 7” Android tablet for
tracking exercise activity and subjective well-
being at home
• Benefits: Higher activity level, better data for
evaluating progress, reduced cost
• Medical staff use desktop PCs for follow-up
29. page 29
Summary: Ecosystem Foundations
Target Group,
Users, and Roles
Processes, User Tasks,
and Environment(s)
Devices and
Technologies
Mobile Apps
Web Solutions
Legacy Systems
When in doubt: Ask your users…
30. page 30
Thank You
e-mail: Soren.Engelbrecht@maersk.com
Mobile: +45 21 84 00 00
Social: #Maersk
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