Making Mobile Meaningful NY 2013
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Watch the presentation on our YouTube channel: http://www.slideshare.net/effectiveui/making-mobile-meaningful-ny-2013 Presented by Anthony Franco, president and founder The art of creating mobile experiences that gain adoption and integrate with your digital ecosystem. • How to develop a mobile strategy that integrates business, user and technology needs • What mobile insights Forrester Research and EffectiveUI uncovered in their upcoming Technology Adoption Profile • How to leverage your existing technology platforms for mobile development, while addressing security issues and other constraints • What questions to ask and answer to arrive at the right mobile feature set for your users • What other companies have done wrong, and right, to encourage mobile adoption
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Making Mobile Meaningful NY 2013
- 1. “Seriously, mobile is gonna be huge” Abraham Lincoln #effectiveui-mobile
- 2. © 2013 EffectiveUI Inc. PERSUADE RESPOND
- 3. © 2013 EffectiveUI Inc. PERSUADE RESPOND sel l serv e
- 4. © 2013 EffectiveUI Inc. sel l For Mobile Devices, Think Apps, Not Ads Sunil Gupta Marketing Unit Head, Harvard Business School Branded apps should: Add convenience Offer unique value Provide social value Offer incentives Entertain “Consumers don’t perceive apps as intrusive advertising – they value them for their functionality.” “branded experiences”
- 5. © 2013 EffectiveUI Inc. sel l “branded experiences”
- 6. © 2013 EffectiveUI Inc. sel l “branded experiences”
- 7. © 2013 EffectiveUI Inc. Branded apps should: Add convenience Offer unique value Provide social value Offer incentives Entertain Sunil Gupta Marketing Unit Head, Harvard Business School “branded experiences”
- 8. © 2013 EffectiveUI Inc. serv e“utility apps” Alex Konrad Forbes Writer Tech & Advertising The Surprising Retail Winner in Mobile Apps Utility apps should be: Useful Usable Desirable “The key to Walgreens’ and CVS’ strong performance is that each provides an app with immediate actual utility.”
- 9. © 2013 EffectiveUI Inc. serv e“utility apps”
- 10. © 2013 EffectiveUI Inc. serv e“utility apps”
- 11. © 2013 EffectiveUI Inc. “utility apps” Useful note: 30% of all Dominos pizza orders are now through digital channels Usable Desirable Alex Konrad Forbes Writer Tech & Advertising
- 12. © 2013 EffectiveUI Inc. “utility apps” 30% Negative98% Positive “branded experiences”
- 13. © 2013 EffectiveUI Inc.
- 14. © 2013 EffectiveUI Inc. 80% of branded apps are downloaded less than 1,000 times1% achieve 1,000,000 downloads1/3 of apps in the iTunes app store do not have a single download The Guardian, 11 July 2011: http://www.guardian.co.uk/technology/appsblog/2011/jul/11/branded-apps-flopping
- 15. © 2013 EffectiveUI Inc. PERSUADE RESPOND sel l serv e Harvard Business’ marketing professor had good intentions, but is giving brands bad guidance
- 16. © 2013 EffectiveUI Inc. PERSUADE serv e “To create great mobile experiences, companies must stop trying to persuade with apps and begin providing great service.” RESPOND
- 17. © 2013 EffectiveUI Inc. providing great service In most organizations, who is responsible for digitally ?
- 18. © 2013 EffectiveUI Inc. I.T.
- 19. © 2013 EffectiveUI Inc. I.T. do you know what the leaders of think of the job they are doing? 58% think they are a good to excellent job when they are asked to guess how their peers in the organization think I.T. is doing that number drops to 44% Forrester Forrsights 2012 Forrester Forrsights 2012
- 20. © 2013 EffectiveUI Inc. good to excellent job worse, what do they generally consider a ? on time, on budget, in scope
- 21. © 2013 EffectiveUI Inc. marketers think in terms of “customer” while I.T. thinks in terms of “user” at least
- 22. © 2013 EffectiveUI Inc. | yoozər|nounˈ ͞ • a person who takes illegal drugs; a drug user: the drug causes long-term brain damage in users | a heroin user. • a person who manipulates others for personal gain: he was a gifted user of other people. user
- 23. © 2013 EffectiveUI Inc. “There are only two businesses that call their customers ‘users.’ Ron Rogowski Forrester Research Drug dealers and Starbucks.”
- 24. © 2013 EffectiveUI Inc. user architecturearchitecture governancegovernance supportsupportsecuritysecurityintegrationintegration procurem ent procurem ent maintenanc e maintenanc e FlashFlash iOSiOS HTML5HTML5 legacylegacy JavaJava CloudCloud APIsAPIs middlewaremiddlewareBig DataBig DataCRMCRM CMSCMS hardwarehardware softwaresoftware tech support tech support Sunsettin g Sunsettin g MicrosoftMicrosoft SAPSAP SalesforceSalesforce IBMIBM outsourcingoutsourcing bug tracki bug tracki hostinhostin innovationinnovation executionexecutionstrategystrategycostcost easter eggs easter eggs repositoryrepository bug tracking bug tracking AppleApple I.T.
- 25. © 2013 EffectiveUI Inc.
- 26. © 2013 EffectiveUI Inc. MODERN PLUMBINGwe, as technologists, are enthralled by our infrastructure all the while we ask our customers to drink from firehoses
- 27. © 2013 EffectiveUI Inc. Define the Interface Define the Interface Define the Interface Define the Interface Integrate Solution Integrate Solution Select Technical Solution Select Technical Solution Define Requirements Define Requirements Identify Opportunity Identify Opportunity why do technologists define the interface last? their methodology is broken
- 28. © 2013 EffectiveUI Inc. Define the Interface Define the Interface Define the Interface Define the Interface Integrate Solution Integrate Solution Select Technical Solution Select Technical Solution Define Requirements Define Requirements Identify Opportunity Identify Opportunity
- 29. © 2013 EffectiveUI Inc. Define the Interface Define the Interface Define the Interface Define the Interface Integrate Solution Integrate Solution Select Technical Solution Select Technical Solution Define Requirements Define Requirements Identify Opportunity Identify Opportunity Define Customer Outcomes Define Customer Outcomes
- 30. © 2013 EffectiveUI Inc. Build & Integrate Build & Integrate Select Technical Solution Select Technical Solution Define the Interface Define the Interface Define Customer Outcomes Define Customer Outcomes Identify Opportunity Identify Opportunity the new order for creating digital experiences that serve
- 31. 5 essentials for creating products that serve
- 32. © 2013 EffectiveUI Inc. every winning solution needs a maven essential #1:
- 33. © 2013 EffectiveUI Inc. build team empathy through insight essential #2:
- 34. © 2013 EffectiveUI Inc. •design persuasive creative, build versions and A/B test until something works Sell Tactics •build with empathy for your customers behaviors and expectations Service Tactics Big Idea Customer Insight build team empathy through insight essential #2:
- 35. © 2013 EffectiveUI Inc. everything is a prototype essential #3:
- 36. © 2013 EffectiveUI Inc. Define Customer Outcomes Define Customer Outcomes everything is a prototype essential #3:
- 37. © 2013 EffectiveUI Inc. plan for iteration and evolution essential #4:
- 38. © 2013 EffectiveUI Inc. stick to your business essential #5:
- 39. 5 things all mavens must be passionate about
- 40. © 2013 EffectiveUI Inc. Adaptive interfaces that serve customers must be
- 41. © 2013 EffectiveUI Inc. the system should learn the individual, not the other way around
- 42. © 2013 EffectiveUI Inc. Beautiful interfaces that serve customers must be
- 43. © 2013 EffectiveUI Inc.’nuff said
- 44. © 2013 EffectiveUI Inc. Opaque interfaces that serve customers must be
- 45. © 2013 EffectiveUI Inc. people should not notice technology
- 46. © 2013 EffectiveUI Inc. Intuitive interfaces that serve customers must be
- 47. © 2013 EffectiveUI Inc. understandable with little-to-no up-front training
- 48. © 2013 EffectiveUI Inc. Approachable interfaces that serve customers must be
- 49. © 2013 EffectiveUI Inc. obscure intimidating complexity
- 50. 5 areas where companies see the largest ROI
- 51. © 2013 EffectiveUI Inc. improving with empathy directly correlates to improving conversions Increased conversion rates
- 52. © 2013 EffectiveUI Inc. paper and ink, shipping, bandwidth, accurate data entry Reduced hard costs
- 53. © 2013 EffectiveUI Inc. McAfee’s UI redesign saved them 90% in support costs Reduced support costs Hadley, 2004
- 54. © 2013 EffectiveUI Inc. our own internal research indicates that our intranet projects at large enterprises which focus on improving service to employees see at least a 50% decrease in wasted computer time Increased employee efficiency
- 55. © 2013 EffectiveUI Inc. a vast majority of “maintenance” costs are not bug fixes or system upgrades, but are actually attributed to having to add unmet user needs after release. Reduced maintenance costs wikipedia.org/wiki/Software_maintenance
- 56. a final note on us
- 57. © 2013 EffectiveUI Inc. craftsell Marketing engineer I.T.
- 58. © 2013 EffectiveUI Inc. topics I am moderately qualified to chat about UX Methodologies UI Development Responsive Design Steve Jobs 3D Printing Enterprise Collaboration Bad Creative Directors iOS Flash Android Windows 8 Hybrid Apps HTML 5 Integration Strategies Questions?
- 59. © 2013 EffectiveUI Inc. Pandas Scotch Whiskey Twilight Canadians North Korea Obama Care Good Creative Directors Assembly Language Quantum Physics Rocket Science Fishing / Hunting Credit Default Swaps Mechanical Engineering Flower Arrangement topics I am totally not qualified to chat about Questions?
- 60. “You cannot escape the responsibility of tomorrow by evading it today.” Abraham Lincoln Thank you Anthony Franco President, Founder @anthonyfranco #effectiveui-mobile
Notes de l'éditeur
- (1) Mobile Adoption: Choosing the right features and functionality for users on the go Amanda Gagliardi, Lead Experience Architect (with Kylie Wright-Ford) (2) Technology Integration: Leveraging existing platforms for mobile development Lucas Jordan, Senior Developer (with Mike McFadden)
- We see brands throwing money at Mobile in two distinct areas right now... Either through marketing “ campaigns ” disguised as mobile apps or as transactional, customer service apps
- Persuade = SELL YOUR CUSTOMERS Respond = SERVE YOUR CUSTOMERS
- Branded apps should: Add convenience Offer unique value Provide social value Offer incentives Entertain
- Examples of branded apps Geico “ Bro-Stache ” Taco Bell “ Nutrition Info, Find One, Play a game ” Heineken “ Clink Beers with your Buds ”
- An app that meets this standard A highly engaging, valuable app for pregnant mothers This one by pampers has been touted all over “ our ” industry as a smashing success it is a pregnancy calendar to help parents know what their infant child may look like in womb week by week - 3D imagery of the baby - sounds recordings of the womb - share the calendar with friends
- This highly engaging app - that is a benchmark for Branded apps If you ask Pamper ’ s Marketing dept, they met harvard ’ s qualifications: Convenience Unique Social Incentives Entertainment
- apps that are designed to be useful, usable and desirable to people 1. the state or quality of being useful2. something useful; a useful thing “ The key to Walgreens and CVS ’ strong performance is that each provides an app with immediate actual utility ” USEFUL USABLE DESIRABLE
- Examples of Utility Apps: They are products, not campaigns. Air Strip Monitor for OBGYNs TRowe Price Personal Retirement Account Status Wells Fargo Mobile Banking
- The benchmark in utility apps - Dominos Pizza - order a pizza easily “ Our customers would like it to be easier to order pizza, how can we serve them ”
- If you ask domino ’ s customers, this app meets all of Forbes ’ criteria note:30% of all Dominos pizza orders are now through digital channels
- Let ’ s compare
- Pampers: The business reason (create brand affinity) behind this app dictated Social ROI - the wrong motivation causes lasting, rippling damage to your brand
- 80% of branded apps are downloaded less than 1,000 times1% achieve 1,000,000 downloads1/3 of apps in the iTunes app store do not have a single download
- At least in this issue, Harvard has it dead wrong - Harvard Business ’ Marketing professor had good intentions, but is giving brands bad guidance
- “ To create great mobile experiences, companies must stop trying topersuade with apps and begin focusing on providing great service ” --- so awesome, how do we better serve our customers?
- do you know what the leaders of IT think of the job they are doing? ---CLICK--- 58% think they are a good to excellent job ---CLICK--- when they are asked to evaluate how the other people in the organization think they are doing the number drops to 44%
- worse, what is generally considered a good to excellent job? On Time, On Budget, In Scope
- worse, what is generally considered a good to excellent job? On Time, On Budget, In Scope
- I actually really hate this word - it is SO dehumanizing noun • a person who takes illegal drugs; a drug user: the drug causes long-term brain damage in users | a heroin user . • a person who manipulates others for personal gain: he was a gifted user of other people .
- “ There are only 2 other businesses that call their customers ‘ users ’ .Drug dealers and Starbucks ”
- and they are focused on the user among a thousand different and competing priorities SET UP MODERN PLUMBING SLIDE I show the following movie when I speak at large IT conventions...
- We are a bunch of plumbers geeking out on how cool our pipes are, all the while, our customers are dying of thirst
- Even our process in technology is backwards We view the customer experience as “ skin ” on the plumbing
- to properly SERVE our customers, we need to flip how we model our programs
- McGraw Hill - light bulb moment for me on why Mr. Jobs was so successful - HE WAS THE MAVEN IN HIS COMPANY - he didn ’ t “ build consensus ” - he ultimately was measured on the success or failure of his products YOU NEED SOMEONE MEASURED ON THE SUCCESS OF A PROGRAM WITH POWER AND AUTONOMY IN ORDER TO ENSURE THE PRODUCTS SUCCESS
- I ’ m going to actually bring Steve back in to make this point too he is the exception that PROVES the rule -> EMPATHY
- SELL -> BIG IDEA:design persuasive creative, build versions and A/B test until something worksServe -> CUSTOMER EMPATHY:understand your customer ’ s behavior and expectations then design to those needs
- Campaigns are launched and 6 months later die Products are released, iterated, released, customer behavior studied, re-released optionality, optionality, optionality
- Enterprises that have no business in gaming, publishing, social networks, try to get into that business - it is RARELY successful has huge risk associated with it Example of companies that do it right: RedBull Nike ---- but it is at the CORE of their brand - it is ingrained in their corporate culture It is not a hobby
- This is an amazing and classic example of how we expect people to adapt to us There is no reason a customer would accept for why VMWare can ’ t build a mobile site, or at least use responsive design techniques on their existing one
- people should not notice technology hollywood story
- if we merely accomplish getting this guy off TV, this whole effort will be worth it Let ’ s stop requiring people to have “ Computer Skills ”
- we expose our own business ’ lack of organization when we allow business stakeholders to be the sole driver of requirements
- Increased conversion rates This is why most companies are driven to work on UX - it is perceived to be the lowest hanging fruit
- Reduced hard costs we ’ ve had several large corporate initiatives that had a 6 month ROI solely from the paper and ink savings
- Reduced support costs Linksys story (if time)
- Increased employee efficiency This is most impactful for the applications we build for field sales enablement and repetitive task job like customer support, or company wide tasks like travel and expense systems
- Reduced maintenance costs IBM ’ s own internal study shows that $1 spent in design saves between $10 and $100 in software development costs
- Let ’ s learn from more traditional manufacturing processes EffectiveUI bridges the service gap between marketing and I.T.
- (1) Mobile Adoption: Choosing the right features and functionality for users on the go Amanda Gagliardi, Lead Experience Architect (with Kylie Wright-Ford) (2) Technology Integration: Leveraging existing platforms for mobile development Lucas Jordan, Senior Developer (with Mike McFadden) - go get a drink and choose a side