The document outlines the 'Mobile Strategy Framework' developed by Nexum AG, which aims to provide a structured approach to addressing client needs in the mobile ecosystem. It emphasizes a modular analysis of various mobile contexts to effectively tackle relevant use cases. The framework is currently in beta and serves as a tool for goal-oriented conversations about mobile strategies.

1. The nexum AG is a consultancy and agency for digital media.
Tamim Swaid, UX Consultant @tamimat
Stefan Böhland, Senior UX consultant @spy23
Mobile Strategy Framework
uxcamp europe 2014

2. 2
Description
As I‘m puting this slides in the wild, I would like to describe the
purpose shortly.
The idea of the „Mobile Strategy Framework“ is to have a „game“
that helps you to find a better answer on what a client should do
in the mobile (multi context) world.
It tries to have a look at all the different aspects of mobile (multi
context) in a modular way, so that you can find out how to tacle
the relevant usecases properly.
The framework is still in beta :)

3. 3
Vision / Goals
Strategy
Tactic
Task

4. 4
ST. PETER’S SQUARE

5. 5
ST. PETER’S SQUARE

6. 6
Mobile is big.
What shall
we do?
Yes, mobile
is big.
What do
you want?

7. 7
Tools for goal oriented conversations

8. 8
+ =

9. 9

10. 10

11. 11
Airport 1 (Current Data – Weather, etc.)
Airport 2 (Current Data – Weather, etc.)
Airport 3 (Current Data – Weather, etc.)
Airport 4 (Current Data – Weather, etc.)
Airport 5
Airport 6
Current Data
Weather, etc.

12. 12
Google: people, hardware, software, context, smartphone

13. 13
Interface

14. 14
Interface = Schnittstelle

15. 15
People
Company

16. 16
Technology
People
Technology
Company

17. 17
Technology
People
Technology
Company
ContentUX

18. 18
People
Place
Moving
Fixed
Cognitive Load
Private
Public
Work
Social
Friend
Colleague
Alone
Family
Partner
Mood
Chilling
Dissatisfied
Happy
Stressed
Satisfied
?

19. 19
Facebook is doing it
Social
Place
Mood

20. 20
Technology @ People
Bandwith
3G
EDGE
GPRS
Fiber / DSL
LTE
Wifi
Input
Gesture
Sensors
Audio
Touch
Photo
Output
Audio
Visual / Screen
Vibration
No Connection
Video

21. 21
Content
Form
Responsive Content
1 Content for all
Progressive Disclosure
Content
Tonality
Card Sorting
Information
Architecture
Quality
Perfect
Medicore
UX
Bad
Way
Usability Testing
User Research
Prototyping
Personas

22. 22
Technology @ Company
Channel
E-Mail
SMS / MMS
Chat
Website
Social Media
Telephone
Technology
Telephone System
Web
iOS
Native
Framework
Frontend
Programming Lang.
App (owned)
Asynchron Synchron
App (not owned)
Systems
CMS
CRM
PIM

23. 23
Company
Goals / Vision
New customers
segments
Lead generation
Customer retention
Brand awareness
Time to market
Organisation
People
Processes
Systems
?

24. 24
“You must be shapeless, formless, like water.
When you pour water in a cup, it becomes the
cup. When you pour water in a bottle, it
becomes the bottle. When you pour water in a
teapot, it becomes the teapot. Water can drip
and it can crash. Become like water my friend.”
Bruce Lee

25. 25
UX Content Technology CompanyPeople Technology

26. 26
Facts: Describe in a few words and the status quo
Outlook: For the next 1-2 Years
Pros: Advantage
Cons: Disavantages
LTE

27. 27
The Game
People Technology UX Content Technology Company
ExecutionAnalytics & Hypotheses
$

28. Tamim Swaid
tamim.swaid@nexum.de
Tel. +49 221 56939 - 4149
nexum AG
Maarweg 149 – 161, 50825 Köln
Vielen Dank für Ihre Aufmerksamkeit.
Bild
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