The document discusses mobile strategy and design. It introduces Greg Flory and Matthew Doty of RBA Consulting and their expertise in mobile strategy, user experience design, and an approach called "mobiledesktoptablet first" that aims to get the most value from all digital platforms and devices. Several principles of their approach are outlined, including prioritizing the most important formats for users and the business and considering all applicable formats from the start of a project.

1. Greg Flory | @gregflory | @RBAConsulting
theoretically
PRACTICAL
mobile strategy & design
http://vimeo.com/70051022

2. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first 2
the
MARTINI
CONSPIRACY
mobiledesktoptablet
FIRSTgetting the most from all form factors
Greg Flory, National Mobile Strategy Lead at RBA
!
Greg helps people & companies design better mobile
experiences. Previously with Bottle Rocket, he has worked
on strategy and apps for Starwood Hotels, Food Network,
ooVoo, Baker-Hughes & US Bank.
!
!
@gregflory | rbaconsulting.com
Matthew Doty, User Experience Director at RBA
!
Matthew crosses the streams of his artistic roots,
technical savvy, business acumen, and his
fascination with human behavior to create really
awesome interactive experiences.
!
@matthewjdoty | rbaconsulting.com

3. Greg Flory | @gregflory | @RBAConsulting 3
the
MARTINI
CONSPIRACY
tales of
mobile
strategy

4. Greg Flory | @gregflory | @RBAConsulting 4
every business is a
MOBILE BUSINESS

5. Greg Flory | @gregflory | @RBAConsulting 5
!
conflicting
DEFINITIONS
!
wide open at the top
NARROW & CONCENTRATED
AS YOU GO DEEPER!
seems
EXPENSIVE
!
might want more…
PROBABLY DON’T NEED IT
!
best when
MADE BY A
PROFESSIONAL !
better as a
SOCIAL EXPERIENCE

6. Greg Flory | @gregflory | @RBAConsulting 6
a creative approach & direction
that finds harmony between:
!
BUSINESS OBJECTIVES
BRAND VISION
USER DESIRE
!
enabling
technology

7. Greg Flory | @gregflory | @RBAConsulting 7
!
wide open
at the top
!
!
!
!
NARROW & CONCENTRATED THE DEEPER YOU GO

8. Greg Flory | @gregflory | @RBAConsulting 8
the
MOBILE REALITY

9. Greg Flory | @gregflory | @RBAConsulting 9
the strategist’s
DILEMMA

10. Greg Flory | @gregflory | @RBAConsulting 10

11. Greg Flory | @gregflory | @RBAConsulting 11
there is nothing more expensive than
building something people don’t use

12. Greg Flory | @gregflory | @RBAConsulting 12
great work grows from a
STRONG
PARTNERSHIP

13. Greg Flory | @gregflory | @RBAConsulting 13
make strategy a
social experience

14. Greg Flory | @gregflory | @RBAConsulting 14
create things
PEOPLE WANT
the only
strategy you
will ever need

15. Greg Flory | @gregflory | @RBAConsulting 15
don’t just change perceptions
CHANGE THEIR
REALITY

16. Greg Flory | @gregflory | @RBAConsulting 16
THANKS!

17. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first 17
mobiledesktoptablet
FIRST
getting the most from all form factors
Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first

18. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first 18

19. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
about RBA
19

20. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
about you
20

21. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
warning
21
https://www.flickr.com/photos/baldiri/5734993652/sizes/l

22. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first 22
setting the
STAGE
Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first

23. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
“mobile first” is a good idea
23
https://www.flickr.com/photos/ful1to/3783198574/sizes/l

24. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
right direction
24
https://www.flickr.com/photos/philliecasablanca/2182162819/sizes/o/

25. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
we were all retrofitting
25
https://www.flickr.com/photos/jeffsand/3871415191/sizes/l

26. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
data said we needed to change
26
https://www.flickr.com/photos/zeldman/9599508711/sizes/l

27. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
we took the leap
27
https://www.flickr.com/photos/cloud10/436425696/sizes/l

28. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
so, how’s that workin’ out?
28

29. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
very well
29

30. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
however…
30

31. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
all form factors can INSPIRE
31
http://upload.wikimedia.org/wikipedia/commons/f/fc/Inspire_Sunburst_Italian_Alps.jpg

32. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
the merits of
“MOBILE FIRST”
32

33. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
forces us to prioritize
33
https://www.flickr.com/photos/robandstephanielevy/4616960925/sizes/l

34. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
transforms pain into pleasure
34
https://www.flickr.com/photos/zunami/2283133585/sizes/l

35. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
sets expectations up front
35
http://www.phlmetropolis.com/2012/03/my-internet-dating-experiment.php

36. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
when “mobile first”!
DOESN’T
MAKE SENSE
36

37. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
when you need the big picture
37
http://magbookkeeping.com/blog/

38. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
when data indicates otherwise
38
https://www.flickr.com/photos/nicmcphee/2217375343/sizes/l

39. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
when you’re not ready
39

40. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first 40
mobledesktoptablet first
EXAMPLES
Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first

41. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first 41

42. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first 42
the “mobledesktoptablet first”
PHILOSOPHY
Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first

43. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
it’s all about adaptation
43
http://upload.wikimedia.org/wikipedia/commons/2/28/Adapt_or_die_Poznan.jpg

44. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
point 1:
prioritize the most constrained
form factor
44

45. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
point 1:
prioritize the most IMPORTANT
form factor
45

46. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
… to your users?
46
http://resources2.news.com.au/images/2011/08/29/1226124/896802-110830-ipads-at-blair-athol.jpg

47. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
…to the business?
47

48. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
…to think it through
48
https://www.flickr.com/photos/mustangjoe/5966894496/sizes/l

49. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
point 2:
transform painful choices
into pleasurable decisions
49

50. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
point 2:
transform painful COMMUNICATION
into pleasurable DIALOGUE
50

51. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
http://youtu.be/R2a8TRSgzZY

52. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first 52
from this to this

53. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
set clear expectations
53
http://www.greatmanagers.com/wp-content/uploads/2013/04/iStock_000017434800Large-300x264.jpg

54. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
expect partnership
54
http://pixabay.com/p-96298/?no_redirect

55. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
trust
55

56. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
point 3:
consider the mobile form factor
up front
56

57. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
point 3:
consider ALL APPLICABLE form factorS
up front
57

58. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
we all “get it”
58
http://fc06.deviantart.net/fs71/f/2013/151/4/0/6_flat_screen_and_device_shape_vector_by_designsbee-d679jif.jpg

59. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
questions
ANYONE?
59

60. Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first
thank
YOU!
60

61. Greg Flory | @gregflory | @RBAConsulting 61
theoretically
PRACTICAL
mobile strategy & design