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Tappworthy A Framework for Mobile Strategy
The document outlines a framework for developing mobile strategies that prioritize understanding consumer motivations and creating relevant solutions rather than just technological artifacts. It emphasizes the importance of aligning mobile solutions with users' needs and experiences, using qualitative insights to guide the design process. Key lessons include treating users as individuals, understanding technology trends, and emphasizing engagement over mere impressions.
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Tappworthy A Framework for Mobile Strategy
- 1. TAPPWORTHY A framework formoving your mobile strategy beyond iPhone & iPad #makeittapp @themoleskin
- 2. How do peopleget started with mobile? A mobile story
- 3. This won’t be tactical - principles & insights This is part of a longer 3-hour workshop We will cover a lot of ground We love psychology & people How do people get started with mobile? A mobile story
- 6. NOW! GET ME AMOBILE APPLICATION
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- 12. THE TECHNOLOGY CYCLE DOESN’T WORK THISWAY Effectively
- 13. MOBILE DOESN’T FITTHE TRADITIONAL TECHNOLOGY & MARKETING PROBLEM SOLVING MINDSET
- 14. Mobile Lesson 1: IT’SEASY WHEN YOU UNDERSTAND CONSUMER MOTIVATION DON’T START WITH THE WRONG QUESTION
- 17. AR TW ITH ST WH AT W HY ..NOT
- 18. WHAT ARE THEKEYS TO SUCCESSFUL MOBILE SOLUTIONS WHEN USERS ARE LIKELY TO BE INTRINSICALLY MOTIVATED NOT BY TECHNOLOGY
- 19. WHAT ARE THEKEYS TO SUCCESSFUL MOBILE SOLUTIONS WHEN USERS ARE LIKELY TO BE INTRINSICALLY MOTIVATED NOT BY TECHNOLOGY
- 20. SOLVE PROBLEMS DON’T JUSTCREATE ARTIFACTS Solving problems is not necessarily a how or what problem (how to build stuff), more and more it’s a why problem(what should we build and why). We have to be able to create things that are about creating experiences that are relevant to people. When you don’t ask “why”, you run the risk of creating an “artifact” that is stripped of relevance for the user.
- 21. TECHNOLOGY PREDATES SCIENCE & ENGINEERING It’s the embodiment of our ability as humans to produce practical repeatable results. We build machines and procedures to simplify the problem solving process.
- 22. WE BUILD SOLUTIONS FORPEOPLE
- 23. WE BUILD SOLUTIONS WEDON’T ALWAYS FOR PEOPLE TREAT USERS AS PEOPLE
- 24. IT’S NOT JUSTDEMOGRAPHICS PAY ATTENTION TO THE THINGS THAT REALLY MATTER
- 25. THIS GUY’s INDIVIDUALCONCERNS ARE MORE IMPORTANT THAN YOU THINK. IT’S NOT JUST DEMOGRAPHICS PAY ATTENTION TO THE THINGS THAT REALLY MATTER
- 26. IT’S NOT JUSTDEMOGRAPHICS PAY ATTENTION TO THE THINGS THAT REALLY MATTER
- 27. QUALITATIVE INSIGHTS GIVE USGUIDANCE FOR BRIDGING THE GAP FOR OTHERS
- 28. What's Happening? During this phase we perform a series of activities designed to create a comprehensive understanding of the issue, its impact, what we know and need to know about its dynamics and causes, who influence it and who may affect it, and what the future would be like if the ideal solution is created. What's Success? During this phase we define the “soft” criteria by creating a richly detailed vision of the future and the What's The Solution Final work statements and summaries created “hard” criteria by establishing success criteria and expected user story outcomes. What's The Challenge What's The Answer During this phase we define the “soft” criteria by During this phase we test assumptions by creating and creating a richly detailed vision of the future and the testing prototypes and investigating possible “hard” criteria by establishing success criteria and technology solutions expected user story outcomes.
- 29. Starting challenge: HOW CANMOBILE GET STUDENTS TO PAY BILLS THIS IS OK, BUT IT’S PROVIDER FOCUSED.
- 30. A better challenge: HOWMIGHT WE PROVIDE STUDENTS & THEIR SUPPORTERS RESOURCES THAT MAKE MANAGING SCHOOL RELATED FINANCES SIMPLE? MUCH BETTER
- 31. WHAT CAN QUALITATIVEDATA TELL US? INTERACTIVE VIDEO
- 32. WHAT CAN QUALITATIVEDATA TELL US? INTERACTIVE VIDEO
- 33. Mobile Lesson 2: YES,WE KNOW MOBILE MATTERS BUT WHY DOES IT? THE STATISTICS DON’T MEAN AS MUCH AS THE STORY THEY TELL
- 35. DEMOGRAPHICS WITH IMPACT THEREIS ALWAYS A STORY THERE.
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- 37. MOBILE EXTENDS DESKTOP EXPERIENCES 81% 68% 48% 77% BROWSED APPED WATCHED SEARCHED
- 38. IT’S NOT JUSTABOUT MOBILE ON THE GO AT HOME 93% ON THE GO 87% IN A STORE 77% RESTAURANT 73% WORK 72% SOCIAL GATHERING 66% CAFE 54% AIRPORT 53% 93% LIBRARY 32% SCHOOL AT HOME 29%
- 39. MOBILE ENABLES ACCESSTO OTHER MEDIA IN CONTEXT LISTEN TO MUSIC 44% WATCH TV READ A BOOK 33% 16% 72% READ NEWS INTERNET 22% 29% PLAY GAMES 22%
- 40. Mobile Lesson 3: UNDERSTANDHOW THE TECHNOLOGY CURVES AFFECT CONSUMER EXPECTATIONS #mobiletrends
- 41. ITS NOT JUSTABOUT Entertain DEVICE Product Service Mobile is about more Fulfillment Fulfillment than the phone. Mobile is just a reference to an emerging eco-system Mobile of solutions, that drive interaction through engagement not impressions. Research & Shopping Communicate Community
- 42. GIVE MEANING TO THETECHNOLOGY CAMERA GPS BLUETOOTH GAME MECHANICS TOUCH
- 43. GIVE MEANING TO THETECHNOLOGY CAMERA SENSE + RECORD GPS LOCATION AWARE BLUETOOTH REMOTE CONTROL GAME MECHANICS ENTERTAINMENT TOUCH SENSE + PHYSICAL
- 44. NEW MOBILE USER EXPECTATIONS SOCIAL ALWAYS ON SPIME AWARE CONTEXT AWARE COLLABORATION INSTANT ACCESS SPACE + TIME WHAT AM I DOING PC EXTENSION PHONE? CONTROL HAVE SOME FUN COMPUTING+ MOBILE EVERYTHING ENVIRONMENT ACCESS ENTERTAINMENT
- 45. Market Business Desirability Viability Technical Feasibility
- 46. Why Should YouDo It? How Should You Do It? What Should You Do?
- 47. Mobile Lesson 4: THEBASIC COMPONENTS OF MOBILE STRATEGY SOLUTIONS TECHNOLOGY ASPIRATION EXECUTION PEOPLE
- 48. PEOPLE STRATEGY WHO ARE YOU BUILDING FOR AND WHY? SOLUTIONS TECHNOLOGY ASPIRATION PEOPLE EXECUTION
- 49. AUDIENCE STRATEGY UNDERSTANDING MOBILE PERSONAS MOBILE ADDICTED SOCIAL MOBILE FIRST DEVOTEE ANIMAL LIFESTYLE “Mobile is “I love my “I love social “I use mobile my primary mobile interaction & to solve access point” technology” connection” problems”
- 50. AUDIENCE STRATEGY WHO ARE WE ADDRESSING Lisa Donelson James Simon Sarah Barnes Kyle Masterson Title Department Title Major Title Major Title Major Student Advisor Student Aid High School Grad Engineering Junior Marketing Grad Student History Company Location School Location School Location School Location University of Houston Houston, TX SMU Dallas, TX Boston College Boston, MA Indiana University Boston, MA Internet Usage Internet Usage Internet Usage Internet Usage Mobile Usage Mobile Usage Mobile Usage Mobile Usage Technology Knowledge Financial Knowledge Financial Knowledge Financial Knowledge Learning Orientation Financial Awareness Financial Awareness Financial Awareness Lisa Says: James Says: Sarah Kyle Says: I have learned a lot in my time here. I am pretty excited about going to They don’t tell me anything I don’t What now? My parents haven’t helped I really would like use that to help school. My parents gave me advice but I already know. I say ,“I need more in a while. I still have a lot to pay for and students undesrstand their financial aid. don’t think I will need it. It’s been so long money” . They say “Take out another I’m not sure how I will pay it back. since they were in school. loan”. Thanks! that helps... The Advisor High School Grad Undergraduate Graduate
- 51. ASPIRATIONS WHAT ARE THEY TRYING TO ACCOMPLISH SOLUTIONS TECHNOLOGY ASPIRATION PEOPLE EXECUTION
- 52. AUDIENCE STRATEGY MOBILE USE CONTINUUMS How often will it be used? INFREQUENT REPETITIVE USE USE What will it be used for? USED FOR USED FOR UTILITY ENTERTAINMENT How important is task completion URGENT NON-CRITICAL TASK TASK
- 53. AUDIENCE STRATEGY FINDING EMPATHY FOR NEEDS What do users think/feel? What do users see? Inner working of their mind View of their environment • What is really important to them? • What does it look like? • What drives them? •Who surrounds them? • What worries them? •Who are their friends? • Describe their aspirations •What causes are they exposed to? •What problems do they encounter? USERS What do users hear? What do users experience? What happens to them Influence of the environment •What do friends or family say? •What do they do? •Who influences them and how? •What is their experience? •Who communication methods are used?
- 54. When You... The Customer.... Chaione can innovate by... Examples Determine their goals Simplifying planning Weight Watchers streamlines diet planning by offering a 1: Define and plan resources. system that doesn’t require calorie counting. Gather items and Making required inputs easier to U-Haul provides customers with prepackaged moving kits information needed to gather and ensuring they’re containing the number and type of boxes required for a 2: Location do the job. available when and where needed. move. Set-up the environment Make set-up less difficult and Bosch added adjustable levers to its circular saw to to do the job creating guides to ensure proper accommodate common bevel angles used by roofers to cut 3: Prepare set-up of the work area. wood. Verify that they are Giving customers information they ProfitLogic merchandising optimization software confirms 4: Confirm ready to perform the need to confirm readiness. optimal timing and level of a store’s markdowns for each job. product. Carry out the job Preventing problems or delays. Kimberly-Clark’s Patient Warming System automatically circulates heated water through the thermal pads placed 5: Execute on surgery patients to maintain their normal body temperature during surgery. Assess whether the job Linking monitoring with improved Nike makes a running shoe containing a sensor that 6: Monitor is being successfully execution communicates audio feedback about time, distance, pace executed. and calories burned to an iPod worn by the runner. Make alterations to Reducing the need to make Microsoft’s auto downloads/installs OS to remove hassle improve execution alterations and the number of for computer users. People don’t have to determine which 7: Modify alterations needed. updates are necessary, find them updates, or ensure the updates are compatible. Finish the job or prepare Designing products that simplify 3M makes a wound dressing that stretches and adheres to repeat it the process of concluding the job. only to itself - not to patient’s skin or sutures. Offers a 8: Conclude way for medical personnel to secure dressing at the conclusion of treatment and remove them after a wound has healed.
- 55. SOLUTION WHAT SHOULD YOUBUILD? SOLUTIONS TECHNOLOGY ASPIRATION PEOPLE EXECUTION
- 56. HOW TO PICK THE RIGHT FEATURES IDEA: CORE ACTIONS WHAT DOES THAT APP NEED TO DO? A core action could be something like a check-in or completing a form. Think of core actions as things the user must take action on or manipulate. Tip: Try thinking of your core actions as nouns and then pair them with a verb.
- 57. HOW TO PICK THE RIGHT FEATURES IDEA: SUPPORT ACTIONS HOW DO YOU SUPPORT ACTIONS? Supporting actions are “attributes”, “sub task” or “content” that are necessary for the user to complete the tasks associated with the core action.
- 58. RECOGNIZE GOOD AND BAD PATTERNS GOOD PATTERNS Good patterns are those that are created to help us to get work done faster and more effectively. BAD PATTERNS Patterns that are assumed or ignored because we don’t understand patterns of behavior.
- 60. SOLUTION WHAT SHOULD YOUBUILD? SOLUTIONS TECHNOLOGY ASPIRATION PEOPLE EXECUTION
- 61. HOW TO PICK THE RIGHT TECHNOLOGY IDEA: TECH IN PERSPECTIVE WHAT TECH & PLATFORMS TO USE? What’s the business reason & model? What are the goals of your users? What are the required core actions? How will mobile affect usage? What skills & resources do you have? Do you understand the balance between native & web?
- 62. EXECUTION NEXT STEPS &EXISTING SYSTEMS SOLUTIONS TECHNOLOGY ASPIRATION PEOPLE EXECUTION
- 63. EXECUTION STRATEGY 6 L.E.V.E.R.S. OF EXECUTION Learn From Your Customer (Observational) - Watch them, learn from L them and solve their "jobs to be done" Ever-Active providers win (Accessible) - More than open standards, Be E easier, Be everywhere, Be always on Value Customer Experience (Experience) - Experience matters. Make V them fell like they are a market unit of one. Engage them where it matters (Engagement) - Engage them with E content that matters when and where it matters. Re-connect & Connect with People (Community & Social) - Reach out R and connect with the people who matter most. Share the burden (Collaboration) - How do you use the power of your S network to create new opportunities for your company.
- 64. GETTING STARTED ON THERIGHT TRACK What type of experience (Mobile First, Content, Application, Entertainment)? Do I understand the personas that I am targeting? Am I avoiding miniaturizing my main website? Have I created a focused list of goals, user stories and features? Do I know whether I need a mobile website, mobile app or other solution? Is the strategy aligned with company strategy? Do I have the team needed to create a complete solution? Do I know what devices I need to target?
- 65. THANK YOU! Kelsey Ruger Vice President Design & Innovation kelsey.ruger@chaione.com @themoleskin Interested?