User-Centered (Mobile) Device Strategy

1 18. september 2014
User-Centered
(Mobile) Device Strategy
Soeren Engelbrecht
Tryg Insurance – DK/NO/SE
UX Cambridge, September 12, 2014
Det handler om at være

1. Introduction – Why You Should Go Mobile
2. ”Mobile Device” is a very Broad Term
3. Always Focus on the User Task
4. Choosing the Right Device Mix
5. Web Presence Across Devices
6. Mobile Apps – Finding the Right Path
7. Case: Tryg
8. Takeaways

The World is Turning Towards Mobile Devices
Preferred devices for web use in Denmark, 2013

Users Acces the Web from Multiple Devices
Internet use on a daily or near-daily basis
DK, 2013, TNS Gallup
12-24 years
25-39 years
40-59 years
60+ years
12-24 years
25-39 years
40-59 years
60+ years
12-24 years
25-39 years
40-59 years
60+ years
The digital transformation of the Danish
Society is nearing completion
• 67% of the population aged 15-70
have a smartphone
• From 2012 to 2013, tablet penetration
in families with children aged 5-12 rose
from 51% to 74%

Strategy Funnel
Company Strategy
Digital Vision
Device Strategy
Roadmap
Execution

7. Case: Tryg
8. Takeaways

”Mobile” Devices are Part of a Larger Ecosystem
• ”The Internet of Things” means that all kinds of devices can be connected,
displaying and reacting to online data
• Smart TV’s
• Desktop PC’s
• Laptop PC’s
• Netbooks
• Tablets
• Phablets
• Smartphones
• Featurephones
• Cameras
• Glasses
• Watches
• Wristbands
Beware: Many statistics only talk about ”Mobile Devices” and do not
distinguish between Phones and Tablets

Select Devices from an End-User Perspective
PC Laptop Tablet Smartphone Microdevice
Large screen
Stationary
Longer interaction
Fewer daily tasks
Shared between users
Slow start-up
Longer life-time
Vs.
Small screen
Portable
Shorter interactions
Many daily tasks
Personal
Instant start-up
Shorter life-time

Usage Patterns Differ Among ”Mobile Devices”

Functionality Across Devices
General use Situation-specific use
PC’s / laptops Tablets Smartphones Microdevices
Website: Full
functionality
Website:
Full
functio-nality
Tablet
Apps:
Subset
of
functio-nality
Mobile Apps:
Select functionality
Mobile Web:
Subset of
functionality
Micro-Apps:
Minimal
functionality
Messaging:
Specific tasks

Cross-Device Ecosystems

7. Case: Tryg
8. Takeaways

Quiz: What do these two People have in Common ??
Answer: Both of them make money from building websites
Mark, 30, United States Rosa, 68, Denmark
Be very careful about targeting your ”online device presence” using
classical age, gender, education, income, or zip code segments

Question #2: What can you offer to
help them achieve their goal ??
Focus on ”Usage” Rather than ”User Segments”
Question #1: What are your users
trying to accomplish ??
”Mobile First” (Wroblewski) is useful for determining primary
User Tasks, even if your primary platform is not mobile

Both Apps and Websites are Tools for the User
The main difference is that an App is a piece of software that you install on
your device (Phone, Tablet, PC), while a website is a place that you visit
• Conversely, there is a high(er) potential for retention in an App, since a
web visit involves less commitment, and an App offers an immersed
experience with more tools/features available
• An App is also permanently visible on the user’s desktop
Two tablet apps for accessing information about Ford Cars
• A website can be accessed from any browser, while an App requires
attention, perceived relevance, installation, and use to be successful
• Remember: The ”installed base” for your new App is always zero, while
browsers are at 100%

Is your Presence with the User Strong Enough ??

Public Service: Municipality Apps
Android installs:
10-50
Android installs:
10-50
Android installs:
10-50
Android installs:
500-1.000

7. Case: Tryg
8. Takeaways

Check-List for Choosing a Device/Technology Mix
• 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 ??
• Does the User Task involve (subjectively)
important decisions ??
• Interaction Frequency: Daily, frequently,
intensive for a short period, rarely ??
• Relation: Customer, potential customer,
employee ??
• Expected number of users
• How hard are potential users to reach ??
• Where will the user typically be ??
• Will he need to move around ??
• Will he have a steady, high-speed Internet
connection – or none at all ??
• Is device-specific hardware relevant ??
(GPS, camera, webcam, motion sensor,
barcode scanning, text messaging)
• Is a touch interface augmental or
detrimental to the UX ??
• ”Market Standard” is IOS and Android –
should we move beyond that ??
• Are any devices or technologies excluded,
e.g., Java on Tablets ??
Type of User Task Level of User Involvement
Technology Physical Setting(s)

Simple
User Task
Complex
User Task
High involvement
and/or frequency
Low involvement
and/or 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-Based Choice of Device and Technology
User Task: Write a
historic novel
User Task: Will it rain
tomorrow ??
User Task: Buy a tailor-made
computer
User Task: Is IKEA open
today ??

Multi-Device Service Matrix – An Example
• 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
Pre-sale Purchase Daily use Service

7. Case: Tryg
8. Takeaways

Screen Sizes Range from 3-80 inches
Smart TV PC Laptop Tablet Smartphone
Large Screen Small Screen
…but what if you take viewing distance into account ??

”Responsive” Solves a lot of Problems, but…
• Consider, if your particular site really warrants numerous visual
presentation modes
• Should your content be responsive, too ??
• Are your functional elements easily made responsive ?? Are they
relevant at all for Small Screen use ??

Where are your Web Users Coming From ??
Get to know the current device mix of your users, then
determine the relevant User Tasks for each web device

7. Case: Tryg
8. Takeaways

Competition is Fierce
The user is willing to install an App, if:
• It is perceived as relevant
• It can quickly solve a task or a problem
• It promises long-term value
• It is focused and easy to understand
Oct, 2013

Considerations to Make
• If you believe that an App is the right solution to a User task, there are
numerous important considerations to make.
For customers only
Product/Company focus
Paid up-front
Phone or Tablet only
Native App
IOS and Android
Single App
Vs.
Useful for everyone
Customer focus (Branded Utility)
Free / Freemium
Phone and Tablet
HTML5 (or hybrid)
Even more platforms
Multiple Apps
• The ”correct” answer to these questions will differ from company to company,
depending on products, customer base, technical platform, and user mindset
• The aim is to make the user go ”That App is really brilliant – I want that !!”
• A key issue here is simplicity – you must be able to convey the purpose and
usefulness of your App in a single sentence (and the user should be able to do
the same to his friends)
• Case in point: Single App vs Multiple Apps

Mobile: Different Tools for Different Purposes

Mobile: Different Tools for Different Purposes
The important point is not who built the tool, but the usefulness as a
tool for a certain group of people in specific situations

Microsoft also has a Multi-App Strategy…

Apple
Out-of-the-Box, an iPhone does not Look like this…

...but like this :-)

Success Story: MobilePay
• Separate App with a purpose that is easy
to communicate: ”This App makes it easy
for you to transfer small amounts to your
friends on the spot”
• Part of Danske Bank’s Multi-App strategy
• 1.000.000+ downloads
• Obvious case for Mobile Phone use
• A ”Branded Utility” available to anyone –
regardless of their bank
• Not hidden in a small corner of a large
”Danske Bank” Customer-only App

Success Story: AidCube
• Dedicated training tool for (elderly)
people with ”KOL” – Smoker’s Lungs
• Each patient is given a 7” Android tablet
for tracking excercise activity at home
• Benefits: Higher activity level, better data
for evaluating progress, reduced cost
• Feedback: A very user-friendly device
that motivates users just by lying around
on the coffee-table
• Medical staff use regular PCs for follow-up

Success Story: ”Tryg på Rejse”
• Separate App with a purpose that is easy
to communicate: ”If you travel, you need
this App”
• Obvious case for Mobile Phone use
• A ”Branded Utility” available to anyone –
regardless of their insurance company
• Key features work off-line
• Available in DK, NO, and SE
• Six-figure downloads
• Massive press coverage

7. Case: Tryg
8. Takeaways

Current Tryg Device Presence
PC’s / laptops Tablets Smartphones Microdevices

Web Traffic Across Devices
Fact #1: Since late 2011, ”mobile device”
use on Tryg.dk has quadrupled
Fact #2:”Large Screen” use is still close
to 90% and hasn’t changed much lately
Consider: Will ”device growth” alone be enough to shift more
customers towards mobile devices ?? What else contributes ??

Examples of Functional Web Pages
• These forms are not part of the Tryg CMS and reside on an older platform,
which is heavily integrated with our Core Systems
Request Offer
Works well
Works well
”Large Screen” view is
very difficult to use
”My Page”
Works, but user
surveys reveal that
not enough data are
available
Not available on
Tablets until late 2014
Not available on
Phones until late
2014. ”Large Screen”
view will be very
difficult to use
File a Claim
Works, but too many
questions reduce the
completion rate
User testing revealed
technical issues on
iPads
Not available on
Mobile Site. Large
Screen” view would
be very difficult to use

Triple-Track Development
Full Site: PC / Tablet
Mobile Site: Phones
Responsive web
Mobile Site 2.0
CMS upgrade
Improving ”My Page”, claims reporting, sales flow, etc.
”Tryg på Rejse”
App #2
App #3
Integration
Integration
Web
Content
Apps
Web
Functionality

7. Case: Tryg
8. Takeaways

Takeaways
1. Your users have already gone mobile – you should do so, too
2. Get to know the different device types and what they offer
3. Always focus on the user task
4. Consciously choose the right Device Mix for your company
(that is, for your users and their tasks)
5. Make sure that your website offers the right experience across
screen sizes
6. Build simple Apps that exploit the unique device capabilities
7. Build your device ecosystem from a holistic perspective – don’t
forget the ”Good old PC”

e-mail: Soeren.Engelbrecht@tryg.dk
Social: #Tryg
This presentation: slideshare.net/imagepro
Or just talk to me in person here at UX Cambridge :-)
Questions ??

User-Centered (Mobile) Device Strategy

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