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ResponsibleMobile Strategy    @tyhatch #wv11    tyhatch@gmail.com
Impressionism         Claude Monet, Rouen Cathedral, Facade (Sunset)
Photography
flic.kr/p/9wHdaQ
Photography caused artists to question realism in art.                        Edgar Degas, Four Dancers
Art became an experience.                   Pablo Picasso, Girl before a mirror
Best experienced in person.                          flic.kr/p/8EANn
Go on, try it.
How does thisrelate to mobile?
Ubiquitous             flic.kr/p/63narx
World Population                                 2.08b   Desktop Internet               6.8b                              ...
Personal           flic.kr/p/85BCdB
Empowering             flic.kr/p/8HpE6c
Mobile is big.
Mobile is big.Monster big.                 flic.kr/p/6m5nvZ
Mobile sales have passed              PCs for units sold.Source: j.mp/jav34S               flic.kr/p/7dAyAY
HP’s bettingthe company.
How do I do mobile?
How do I do mobile?
How do I build _______?
It depends.
learn { do }
learn
[strat-i-jee]        Strategy A particular long-term plan for success.
[strat-uh-juhm]            Stratagem  1. A plan, scheme, or trick for surprising or     deceiving an enemy.  2. Any artific...
Customers  *
Important   Me
The players:
The Cheerleadersexecutive management                       flic.kr/p/6xdA4N
The Bulldozersmiddle/project management                      flic.kr/p/84LQiU
The Ninjasdesigners and engineers                   flic.kr/p/87G1WB
ResearchConversation with people who useyour stu and find out their needs. ‣ Go into the field: Conduct in-person interviews...
Embrace ambiguity                    flic.kr/p/521UNL
You can’t measure   everything.                    flic.kr/p/8j7F3W
“It’s only going to get  better, and worse,because we have to                                 “  fix that worse part.    Jo...
PlanCan you support what you are going tocreate, build and maintain over time? ‣ Map out how things will be done—content, ...
StrategyCan you explain it to your mom? ‣ Be ambitious and aim high ‣ Keep it simple
{ do }
ImplementPut your plan in motion ‣ Iterative steps. Always aligned to strategy. ‣ Take risks and learn from failures ‣ Mak...
Design         flic.kr/p/83pDf8
Design Principles                Simple              Focused            Easy to use              Beautiful                ...
Progressive Enhancement
Responsive Design
Adapt
ContextMissing piece of the puzzle ‣ Currently lack of trust for mobile site, generally. ‣ What is being done, with what a...
Optimal experienceevery timeContextCore experienceStrategyUnderlying technology
Develop and Test                   flic.kr/p/2PcKD
What are my tools?                     flic.kr/p/7LBXY7
Launch         flic.kr/p/7BT9ZQ
Repeat         flic.kr/p/8sbrmH
Mobile Strategy
StrategyMobile Strategy
Thank you. @tyhatch #wv11 tyhatch@gmail.com
Responsible Mobile Strategy - WebVisions 2011
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Responsible Mobile Strategy - WebVisions 2011

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Slide deck from my WebVisions 2011 presentation: http://j.mp/fHXhKI

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Responsible Mobile Strategy - WebVisions 2011

  1. 1. ResponsibleMobile Strategy @tyhatch #wv11 tyhatch@gmail.com
  2. 2. Impressionism Claude Monet, Rouen Cathedral, Facade (Sunset)
  3. 3. Photography
  4. 4. flic.kr/p/9wHdaQ
  5. 5. Photography caused artists to question realism in art. Edgar Degas, Four Dancers
  6. 6. Art became an experience. Pablo Picasso, Girl before a mirror
  7. 7. Best experienced in person. flic.kr/p/8EANn
  8. 8. Go on, try it.
  9. 9. How does thisrelate to mobile?
  10. 10. Ubiquitous flic.kr/p/63narx
  11. 11. World Population 2.08b Desktop Internet 6.8b 1.5b Mobile Internet Mobile Devices Connected to Internet 5bSources: internetworldstats.com, j.mp/dxsTpn, j.mp/hmWS8Q flic.kr/p/7Gc6C3
  12. 12. Personal flic.kr/p/85BCdB
  13. 13. Empowering flic.kr/p/8HpE6c
  14. 14. Mobile is big.
  15. 15. Mobile is big.Monster big. flic.kr/p/6m5nvZ
  16. 16. Mobile sales have passed PCs for units sold.Source: j.mp/jav34S flic.kr/p/7dAyAY
  17. 17. HP’s bettingthe company.
  18. 18. How do I do mobile?
  19. 19. How do I do mobile?
  20. 20. How do I build _______?
  21. 21. It depends.
  22. 22. learn { do }
  23. 23. learn
  24. 24. [strat-i-jee] Strategy A particular long-term plan for success.
  25. 25. [strat-uh-juhm] Stratagem 1. A plan, scheme, or trick for surprising or deceiving an enemy. 2. Any artifice, ruse, or trick devised or used to attain a goal or to gain an advantage over an adversary or competitor.
  26. 26. Customers *
  27. 27. Important Me
  28. 28. The players:
  29. 29. The Cheerleadersexecutive management flic.kr/p/6xdA4N
  30. 30. The Bulldozersmiddle/project management flic.kr/p/84LQiU
  31. 31. The Ninjasdesigners and engineers flic.kr/p/87G1WB
  32. 32. ResearchConversation with people who useyour stu and find out their needs. ‣ Go into the field: Conduct in-person interviews Listen and ask the right questions Watch their body language, devices they use, usage patterns, pain points, etc. ‣ Inventory everything you have (content, analytics, server logs, processes, organizational structures, etc.) ‣ Analyze everything. Look for patterns and other clues that will lead to improving the experience people have with your product. flic.kr/p/4mbNmG
  33. 33. Embrace ambiguity flic.kr/p/521UNL
  34. 34. You can’t measure everything. flic.kr/p/8j7F3W
  35. 35. “It’s only going to get better, and worse,because we have to “ fix that worse part. John Maeda, President RISD flic.kr/p/cBo6h
  36. 36. PlanCan you support what you are going tocreate, build and maintain over time? ‣ Map out how things will be done—content, design, development, everything—from beginning to end ‣ Ask hard questions (i.e. “Is this relevant?”) to identify what needs to change. This is HARD, so be HONEST ‣ Be ready to make the changes—organizationally, to processes, etc—needed to succeed
  37. 37. StrategyCan you explain it to your mom? ‣ Be ambitious and aim high ‣ Keep it simple
  38. 38. { do }
  39. 39. ImplementPut your plan in motion ‣ Iterative steps. Always aligned to strategy. ‣ Take risks and learn from failures ‣ Make adjustments along the way ‣ Be open and communicate flic.kr/p/81yaU
  40. 40. Design flic.kr/p/83pDf8
  41. 41. Design Principles Simple Focused Easy to use Beautiful flic.kr/p/b2u2B
  42. 42. Progressive Enhancement
  43. 43. Responsive Design
  44. 44. Adapt
  45. 45. ContextMissing piece of the puzzle ‣ Currently lack of trust for mobile site, generally. ‣ What is being done, with what and how? ‣ Mobile Portland Panel: http://j.mp/m0THWj flic.kr/p/4LJP43
  46. 46. Optimal experienceevery timeContextCore experienceStrategyUnderlying technology
  47. 47. Develop and Test flic.kr/p/2PcKD
  48. 48. What are my tools? flic.kr/p/7LBXY7
  49. 49. Launch flic.kr/p/7BT9ZQ
  50. 50. Repeat flic.kr/p/8sbrmH
  51. 51. Mobile Strategy
  52. 52. StrategyMobile Strategy
  53. 53. Thank you. @tyhatch #wv11 tyhatch@gmail.com

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