Univ. of St. Thomas Pearson Apr 30

Shifting Sands:
Web 3.0 and Mobile
Kristofer Layon
Opus College of Business
University of St. Thomas
April 30, 2013

Kristofer Layon | @klayon | UST — 04.30.13

Everyone and their mother grandmother is
using a smartphone today.
http://communicationhq.com/wp-content/uploads/2012/07/Grandmas-iPhone.jpg

1. Mobile trends
2. What is a Minimum Viable Product?
3. Being responsive
4. Writing and following user stories
5. Prioritizing user stories
6. Developing business proposals
7. Sharing roadmaps and release plans
8. Mobile challenges

1. Mobile trends

• Responsive design: double your mobile
stickyness.
• As soon as you solve adaptive layouts and
content, address performance.
• Native or mobile web? Yes.
• Never underestimate what people will do on tiny
screens.
Sources:
• http://www.magazine.org/timecom-gm-craig-ettinger-bringing-responsive-web-design-iconic-brand
• http://www.pewinternet.org/topics/Mobile.aspx?typeFilter=5
Mobile trends:

2. What is “minimum viable”?

Can you imagine a telephone service that did not ring when there was a new call?

We would be unhappy — is there someone waiting for us to answer?

Similarly, without notiﬁcations Capella Mobile feels like it is OUT OF ORDER.

3. Being responsive

It is not the strongest of
the species that
survives, nor the most
intelligent, but the one
most responsive to
change.
Charles Darwin
1809-1882
http://www.goodreads.com/

http://en.wikipedia.org/wiki/Darwin's_finches

http://chickenoreggblog.files.wordpress.com/2010/04/800px-wooly_mammoth-rbc.jpg

http://www.lukew.com

©
2012
Capella
Educa/on
Company
—
Confiden/al
—
Do
not
distribute
Compe//ve
Analysis:
current
Capella Phoenix Walden Liberty Ashford Strayer
iPhone
App
Store
Android
App
Store
(Google
Play)
Discussion
read
Discussion
write
NoAficaAons:
grades
NoAficaAons:
reply
from
instructor
NoAficaAons:
reply
from
classmate
Course
media
(docs,
A/V,
ebooks)
Campus
news
Library
Register
for
courses
Tasks
2.5 3.0 2.5 3.0 4.0 n/a
2.3 4.4 2.5 3.5 4.0 n/a

©
2012
Capella
Educa/on
Company
—
Confiden/al
—
Do
not
distribute
Compe//ve
Analysis:
2013
Capella Phoenix Walden Liberty Ashford Strayer
iPhone
App
Store
Android
App
Store
(Google
Play)
Discussion
read
Discussion
write
NoAficaAons:
grades
NoAficaAons:
reply
from
instructor
NoAficaAons:
reply
from
classmate
Course
media
(docs,
A/V,
ebooks)
Campus
news
Library
Register
for
courses
Tasks
4.0 3.0 2.5 3.0 4.0 n/a
4.0 4.4 2.5 3.5 4.0 n/a

How can your design (and organization)
weather environmental changes?

Don’t set out to redesign.
Respond and reprioritize.

4. Writing and following user stories

User stories:
Deﬁning user needs in human terms

User stories help you focus your success
on making a real impact, not just
delivering solutions.

Students visiting our web site will use a
jQuery web form to interact with our event
registration, and will get there by seeing
Forms in the top nav.
Bad

• Output: what you make
• Outcome: the UX results of using what
you make
• Impact: the business results of using
what you make
The right ingredients

As a student, I am able to register for an
event on your web site.
Good

As a student, I prefer to register for an
event on your web site using my
smartphone.
Better

As a student, I prefer to register for an
event on your web site using my
smartphone. I am more likely to register
that way and attend the event.
Best

5. Prioritizing user stories

Determining priority:
Maslow’s Hierarchy of Needs

Abraham Maslow
(1908-1970)
http://en.wikipedia.org/wiki/Abraham_Maslow

Abraham Maslow, A Theory of Human Motivation, 1943

Kristofer Layon, A Theory of Human Motivation, 2012
Mobile
See
Read
Navigate
HTML
5
Share
Pinch+Zoom
Performance
Respond
Transitions
Local storage
Web sockets
Oﬄine

http://mobile.smashingmagazine.com/2012/08/22/separate-mobile-responsive-website-presidential-smackdown/

You can have more than one priority,
but everything can’t be your top priority.
Product management is about identifying needs
and managing priorities to maximize satisfaction.

Kano Model

http://www.van-cafe.com/shop/images/22S.419.091C.jpg

http://wac.450f.edgecastcdn.net/80450F/973thedawg.com/files/2011/11/fuel-gauge.jpg

http://1.bp.blogspot.com/-7y-e8Fm1_Ik/T6rYexg6AOI/AAAAAAAADOA/ELLTW_Lc5XQ/s1600/Crazy+Hair+Kelli.jpg

http://www.dilbert.com
Clients and executives like graphs!

http://www.veteranautocsodak.hu/kepek/trabant60126.jpg
Performance DelightBasic
5
4
3
2
1 Trabant
Kano attributes
Kano Analysis

5
4
3
2
1 Porsche
Kano attributes
Kano Analysis

5
4
3
2
1 Porsche
Parent of 3 children
Kano attributes
Kano Analysis

5
4
3
2
1 Minivan
Parent of children
Kano attributes
Kano Analysis

Kano Model

6. Developing business proposals

0
25
50
75
100
2012
2013
2014+
Percentage of Capella customers with smartphones
79% today
81% by Q2 of 2013
92% by 2014+
Communispace research ﬁndings, October 2012

• 5,300 phone call attempts per term
• 21,000 phone call attempts per year
• Average length of a call attempt: 1.5 minutes
• 31,800 minutes (or 530 hours) per year
• 13.25 weeks (or 3.3 months) per year
• Equal to one full time position every four years
Analysis of advisor call attempts:
non-participation at the beginning of a new course

7. Sharing roadmaps and release plans

Mobile Roadmap + User Story Backlog
Rev. November 12, 2012
Kristofer Layon, Mobile product manager
Library:
hours; ask a librarian;
search for books
Social:
purpose and goals;
edit proﬁle
Highest Priority
Currently in development

Courses:
read assignment
descriptions
Academic plan:
register for courses
Courses:
read the syllabus
Courses:
messages
(AKA “course email”)
Library:
search for books
Social:
purpose and goals;
edit proﬁle
Course discussions:
unread indicators,
read/unread status
Highest Priority

Courses:
read assignment
descriptions
Contact:
share questions, ideas,
problems (Get Satisfctn)
Academic plan:
Notifications:
financial aid is
awarded
Courses:
read the syllabus
Courses:
messages
Notifications:
assignment grade is
posted
Notifications:
instructor replies to
discussion post
Library:
search for books
Social:
purpose and goals;
edit profile
Course discussions:
unread indicators,
read/unread status
Notifications:
classmate replies to
discussion post
Highest Priority
Notifications:
new course message
Notifications:
advising alert for non-
participation
Notifications:
course grade is posted
Notifications:
discussion post is due
Notifications:
advising alert for not
being registered
Notifications:
on/off,
set event preferences

Courses:
read assignment
descriptions
Contact:
Academic plan:
Notifications:
financial aid is
awarded
Course discussions:
collect posts
Courses:
read the syllabus
Courses:
messages
Task list:
read, edit, and add
tasks
Notifications:
assignment grade is
posted
Notifications:
discussion post
Timeline:
time-based UX for
prospects & learners
Library:
search for books
Courses:
profile pics in
discussion posts
Course discussions:
replies to you
Social:
purpose and goals;
edit profile
Offline browsing with
online sync
Course discussions:
unread indicators,
read/unread status
Notifications:
discussion post
Highest Priority
Notifications:
new course message
Notifications:
participation
Notifications:
Notifications:
Notifications:
assignment is due
Timeline:
integrate enrollment
counselor events
Academic plan:
program map
Notifications:
advising alert for initial
advising appointment
Notifications:
being registered
Notifications:
advising alert for
change in acad. plan
Notifications:
task list alerts
Notifications:
on/off,
Timeline:
integrate Capella
Facebook, Twitter

Courses:
read assignment
descriptions
Contact:
Academic plan:
Notifications:
financial aid is
awarded
Course discussions:
collect posts
Courses:
read the syllabus
Units:
intro. and objectives
Courses:
messages
Task list:
read, edit, and add
tasks
Units:
e-books
Social:
participate in iGuide
community discussions
Notifications:
assignment grade is
posted
Notifications:
discussion post
Timeline:
time-based UX for
prospects & learners
Library:
search for books
Courses:
profile pics in
discussion posts
Course discussions:
replies to you
Social:
purpose and goals;
edit profile
Career advising
Offline browsing with
online sync
Course discussions:
unread indicators,
read/unread status
Notifications:
discussion post
Highest Priority
Notifications:
new course message
Notifications:
participation
Notifications:
Notifications:
Notifications:
assignment is due
Getting started:
introduction and
expectations
Timeline:
integrate enrollment
counselor events
Academic plan:
program map
Notifications:
advising alert for initial
advising appointment
Notifications:
being registered
Notifications:
advising alert for
change in acad. plan
Notifications:
task list alerts
Notifications:
on/off,
Timeline:
integrate Capella
Facebook, Twitter

©
2012
Capella
Educa/on
Company
—
Confiden/al
—
Do
not
distribute
Q1
2013 Q2
2013 Q3
2013 Q4
2013
Library
What:
Search
for
books
and

ar/cles;
ask
a
librarian.
Why:
Make
it
more
convenient

to
begin
research,
and
easier

to
contact
a
librarian
for

assistance.
Social
Profile
What:
Edit
/
add
social
profile,

including
purpose
and
goals.
Why:
Increase
opportunity
for

learners
to
access
their
social

profile,
encouraging
personal

development
and
social

engagement.
Discussions
What:
Know
more
informa/on

about
discussions
(quan/ty,

unread,
etc.)
Why:
Our
discussion
UX
s/ll

requires
a
lot
of
explora/on.

We
can
do
beUer
to
convey

ac/vity.
Tablet
UX
What:
Expand
access
to
course

and
campus
content
and

interac/ons
via
tablets.
Why:
Our
tablet
use
is

increasing,
so
we
need
to
keep

our
eye
on
tablet
UX
and

deliver
more
via
browser
or

na/ve
apps.
NoAficaAons
What:
Opt-‐in
for
real-‐/me

no/fica/ons
re.
grades,

replies,
fin.
aid.
Why:
This
is
the
top-‐requested

mobile
capability
of
our

learners
aXer
a
full
discussion

experience.

Course
content
What:
Read
course
syllabus

and
assignment
details.
Why:
Delivering
a
full

discussion
experience
isn’t

enough;
we
should
be

providing
access
to
more

course
content.
This
starts

with
more
basics.
Write
to
discussions
What:
The
Bb9
rollout
should

be
completed,
so
I
want
the

mobile
experience
to
be
as

good
as
it
can.
Why:
It
will
be
cri/cal
to
not

have
unfinished
details
for

discussions.
Other
priori.es
as
.me

permits:
•
Performance

enhancements
•
Tasks
•
Course
registraAon
Mobile Release Plan
Rev. December 12, 2012

• Start with customers or key stakeholders
and their everyday needs.
• Design from your content out.
• The least amount of design and
development necessary to meet a need;
utilize “Lean UX Design”.
• Iterate and add only if more is requested.
• The result: simple, lightweight solutions.
Minimum Viable Product:

• Get away from your desk – talk to people.
• Get market data, then write user stories.
• Prioritize, estimate, prototype solutions.
• Road map product enhancements.
• Be agile: iterate, deliver, evaluate, and repeat.
Product Management:

8. Mobile challenges

• It’s too easy to make mobile about technology.
• Vendors overpromise and underdeliver.
• Leadership rarely has experience with UX pain.
• User testing mobile is hard.
• Accepting disposable development is hard.
Challenges:

• Use small, cross-functional teams and a Figure It
Out mentality.
• Be agile and assume that most of your hypotheses
will be wrong.
• Remove waste, emphasize speed and outcomes.
• Small batch sizes and continuous discovery.
• Make instead of analyze.
Lean UX

@klayon
www.slideshare.net/klayon
kris.layon@gmail.com
Thank you!

Univ. of St. Thomas Pearson Apr 30

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