2. The explosion of mobile computing has fundamentally
changed how we interact with the world around us.
Devices and apps are getting smarter. Mobile capabilities
like GPS combined with customer data and analytics, are
adding context and intelligence to mobile experiences.
Mobile is the single largest disrupter and enabler
to hit the enterprise since Web 2.0 and is becoming
the primary platform for business and customer
interactions. With the power of cloud, social, and
mobile, everything is now at your customers’ fingertips,
resulting in higher expectations and less patience with
unsatisfactory or inconvenient experiences.
BY 2017
More than just an emerging channel for marketing,
Business and IT leaders across the enterprise are
rethinking what mobile means for them, and beginning
to reimagine their businesses with mobile engagement
at the center.
HOW DO ORGANIZATIONS FACILITATE NEW FORMS
OF ENGAGEMENT USING MOBILE TECHNOLOGY?
While mobile has reached a critical mass from a consumer
perspective, within the enterprise, varying levels of maturity
and ROI have been achieved. Guidance is needed to
help organizations build impactful business workflows,
applications, and experiences that meet the needs of
their users.
Companies must shift from “desktop-first” to “mobile-
first” enterprises. Taking advantage of all the opportunities
mobile brings requires a collaborative, organization-wide
approach, paired with a robust mobile strategy. In this
guide, we discuss best practices and the six critical
features of an effective mobile business strategy to
help you deliver successful mobile initiatives across
your organization.
Building and delivering
great mobile experiences
will be the beating
heart of your customer
engagement strategy
over the next 10 years.
84%
90% “
welcome
OF CIOS RANK MOBILE AS THEIR
TOP Strategy FOR COMPETITIVE
DIFFERENTIATION.
of enterprise apps will be
both desktop and mobile.
- Forrester Research, 2013
2 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
3. 6 FEATURESOF AN EFFECTIVE
MOBILE BUSINESS STRATEGY
3. MOBILE DELIVE
RY
2. DATA
4
. UX DESIGN
5. MEASUREM
E
N
T
1. RIGHT USE-CAS
ES
6.INN
O
VATION PLAN
3 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
4. KEY QUESTIONS
• What are the discrete moments of
engagement we would like to improve?
• Where can the unique capabilities
of mobile devices be used to make
customer experiences and business
processes better?
• What can be learned from parallel
industries and competitors?
The key driver of any mobile strategy starts with
identifying the moments that support business-level
goals, and that can be tied to business impact. While
it’s easy to skip this stage and head straight down
the architecture or device path, taking a good look at
the key business processes and interactions between
your employees, partners, and customers is critical to
achieving impactful mobile initiatives.
FOCUS ON PROCESSES
One of the easiest ways to identify the moments of
value within your processes is by putting yourself in
your customers’ and employees’ shoes. Physically
spending time with your employees as they go about
their daily tasks will help you identify the barriers and
gaps in their process. Ask yourself:
• How do field reps document customer meetings?
• How do service agents map their daily routes and
receive notifications around a schedule change?
DISTILL MOMENTS OF VALUE
No matter how you find your use cases, be
specific in your discovery and recommendations.
Break down your workflows into a series of
moments and pin point the points-in-time that
need to be improved. For example:
• When an unhappy customer visits your website from a
mobile device.
• When your sales rep needs to look up customer details
but doesn’t have internet connectivity.
FOLLOW THE ROI
Once you have identified your specific uses cases
and moments, prioritize initiatives where there
will be immediate and measurable gains will be
made. Additionally, attach these initiatives to your
company’s business goals and be sure to establish
metrics to measure success.
Identify Business Driven Use-Cases
COMPANIES WHO SUPPORT SALES MOBILITY SEE
A 20% INCREASE IN QUOTA ATTAINMENT,
CUSTOMER RETENTION & FORECAST ACCURACY.
No.1
4 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
5. Great mobile initiatives are only as good as the
data behind them. Enabling all of your employees,
partners, and customers with accurate and relevant
data should be the backbone of your mobile
strategy.
Data is one of today’s hottest topics, across
almost all business functions — and something
organizations of all sizes and industries struggle with.
Reducing bad data, data security and compliance, as
well as integrating with many different systems are
some of the main topics to consider when building
out your mobile strategy.
While data is a complex challenge to solve, it is
the very thing that makes mobile so powerful.
Achieving a single and accurate view of your
customers and the ability to deliver relevant
and actionable data from many systems to your
employees and customers can differentiate your
business and customer experience.
SUCCESS TIP
Don’t let data quality put your mobile vision on
hold. Let strong business use cases justify your
data projects. Data is a shared responsibility across
departments. Adopt a “crawl, walk, run” approach
to get your data under control. Then implement a
company-wide data governance and maintenance
strategy to ensure that there is a free flow of
customer data, and that only complete and accurate
data enters your systems.
UNLEASH YOUR DATA
KEY QUESTIONS
• What data sources will our apps
connect to?
• Where is the data stored, and do we
have access to it?
• What is the state of our data?
(availability, quality, accuracy)
• Are there additional opportunities to
capture real-time information about our
customers’ preferences or behavior?
OF SALESPEOPLE BELIEVE IT IS CRUCIAL
TO ACCESS REAL-TIME DATA ABOUT THEIR
CUSTOMERS ON THEIR MOBILE DEVICES.
71%
No.2
5 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
6. Situated in a highly competitive market, a global pharmaceutical company wanted to improve
its relationship with healthcare providers. Bluewolf built a native iPad application, which
improved quality of customer interactions, increased loyalty, and maximized the efficiency of
our customers on-the-go workforce.
POWERFUL ANALYTICS IN THE
PALM OF YOUR HAND
What if your sales team knew exactly who to
visit next? By combining analytics, GPS, and the
company’s customer relationship management
(CRM) data, Bluewolf helped put powerful analytics
in the hands of users. Helping reps make better-
informed decisions on who to visit, when to visit,
and what to offer.
DIGITAL RELATIONSHIPS
Feedback gathered by reps at all stages of the
buying cycle furnishes a richer knowledge base
of customers’ needs and preferences, resulting in
greater forecasting accuracy and the ability of the
organization to make better decisions for future
scientific innovation.
MOVING BUSINESS FORWARD
ANYTIME, ANYWHERE.
More than a record viewer and tool for task
management, the iPad app is custom designed
for the use cases and internal processes specific
to the business. Offline capability allows reps to
access the information they need to move business
forward anytime and anywhere.
TAKEAWAY
Remember, data must be relevant and actionable.
It’s one thing to make data available; but to deliver
value, it must be put into the path of your users’
work so they can act on it. What analytics or
report data could you put into the hands of your
customers and employees to increase the quality of
experience?
healthcare industry Spotlight
6 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
7. Having established a process for figuring out the right
use cases and unleashing your data, now it’s time to
decide the best way to implement your mobile vision.
In a recent survey by The Economist, 54% of global
executives interviewed stated that “mobile apps
are critical.” However, only 26% actually have apps
deployed. This “app gap” reinforces the notion that
delivering mobile initiatives is not easy.
A comprehensive mobile delivery strategy is made
up of multiple experiences for users — from off-the-
shelf apps like Evernote, to configurable apps like
Salesforce1, to completely custom efforts.
As your mobile business strategy matures over
time, expect to have dozens of applications from all
different departments.
If your company hasn’t already, take the time to
develop company-wide tenets around the primary
components of mobile IT strategy (Devices,
Apps, Data, Resources). These guidelines for
mobile delivery will serve as your decision-making
framework for every mobile initiative.
As requests for mobile apps are made, you’ll
have a guidepost for requirements gathering and
a consistent implementation methodology for
delivering engaging mobile experiences to your
users across your organization.
Establish Tenets of Mobile Delivery
KEY QUESTIONS
• Is there a corporate device policy at
our organization?
• Is there an existing reference point in the
native-versus-hybrid architecture debate?
• Will we develop ourselves, buy apps or
work with a partner?
• How will apps be deployed & managed?
No.3
IF YOUR COMPANY HASN’T ALREADY, TAKE THE TIME TO
DEVELOP COMPANY-WIDE GUIDELINES AROUND THE
PRIMARY COMPONENTS OF MOBILE IT STRATEGY
MOBILE IT
STRATEGY
7 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
8. Build the application to run over the
internet from a central server, accessible
by any device with a web browser.
Build the application once using a cross-
platform framework and run it on multiple
mobile platforms. The app is also downloaded
from an app store and resides on the device.
Native apps are specific to the device and
operating system. The app is downloaded
from a public or private app store and resides
on the device.
USECASEREQUIREMENTS
Browsing, less interactive
functionality
Simple tasks and workflows
High user experience, complex
workflow functionality
Many device types Many device types
Low device complexity (e.g.,
physicians with iPads)
Little to no mobile specific
expertise required
Moderate mobile expertise
required
Advanced mobile expertise
required
Online only Online/Offline usage Offline-first
OVERVIEW
Mobile
Web Apps
Native AppsHybrid Apps
Mobile Architecture
deciding the best Architecture for
Your Use Case
Offline and offline-first development are especially relevant within certain industries
(ie: Healthcare) and global roll-outs where internet can be spotty or non-existent.
8 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
9. Poor design choices are never more swiftly
punished than in the mobile context. Not only do
you have limited real estate; mobile users tend to
be time poor and task oriented, making every pixel,
every function, and every design decision count.
Too often people assume that UX design is merely a
supplementary feature to “woo” their clients, peers,
and colleagues. For mobile, design is how the app
works. That’s why “smart” UX Is more about data
and less about design. The focus of an UX design
team should be to gather analytics and information
to make informed design and usability decisions.
While you may be able to get away with poor design
in a desktop experience, when you cut corners in UX,
the end results are staggeringly beautiful application
designs with poor usability and adoption.
Good mobile design makes information clearer to
understand, and data easier to consume. Great
design is driven by user research and analytics
— providing real value and creating evangelists.
Neither can be achieved without doing the heavy
lifting up front: gathering and analyzing data.
Invest in User Experience Design
KEY QUESTIONS
• Who are our end users?
• What task(s) are they trying to
accomplish?
• How often will they use the app?
No.4
MOBILE DESIGN MAKES INFORMATION CLEARER TO
UNDERSTAND AND DATA EASIER TO CONSUME. GREAT
DESIGN IS DRIVEN BY USER RESEARCH AND ANALYTICS.
9 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
10. User patterns and behavior, stakeholder expectations, current pain points, and company vision
must all be understood before a new design can be considered. Here are the three main
workstreams of great UX design:
‡‡ Review current, desired, and future states of
the project.
‡‡ Discover usability problems in existing user
interfaces in accordance with established
usability principles.
‡‡ Analyze competitor, stakeholder, and user/
customer research that outlines good (or not so
good) practices in the field.
‡‡ Develop focused, concise user models, grouped
by similar behavioral patterns.
‡‡ Decide on design direction focused on the
desired results, outlining business, branding,
styling needs.
‡‡ Establish an extensive guide (for developers)
outlining style guidelines, including color
palette, typography, image styles, and logo
usage.
‡‡ Create mock-ups or developer-ready designs of
the final product.
Process Spotlight
1.
USER EXPERIENCE
RESEARCH
‡‡ Build a structural categorization of content to
generate approaches/solutions for user journeys,
actions, and navigation.
‡‡ Create wireframes of page layouts and content,
including elements and navigational systems, and
how they work together.
‡‡ Evaluate and validate research and architecture
of mobile experiences by testing it on users.
‡‡ Produce a functional spec document in
collaboration with a technical architect (TA),
including wireframes and detailed notes about
all functionality.
2.
INFORMATION
ARCHITECTURE
3.
DESIGN
STRATEGY
10 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
11. Usage metrics deliver insight into user activity. Go
beyond login rates and crash reports. More advanced
metrics such as frequency, activity type, and context
in which the app is being used will give you better
understanding of adoption.
This type of feedback gives you qualitative insight
into user errors, ideas for future functionality,
and satisfaction with your app. Combined with
quantitative feedback, it can indicate how users are
accepting the app.
These tie back to your original use case and success
metrics. Benchmark your current state pre-launch
and continue to track and compare your business
and customer engagement metrics.
Application launch is just the beginning of your
journey. User acceptance and relevant metrics are
key to ensuring that all of your mobile initiatives
continue to bring value to your users and your
business.
Track Quantitative metrics SUCH AS
sales figures and productivity numbers,
As well as qualitative results SUCH AS
customer and employee Reviews
Intuitive UX goes a long way, but after your
application goes live, you will need to effectively
manage change, determine release priority and
cadence, and ensure quality. Knowing how to do
that starts with knowing where you are.
After apps launch, you’ll not only have measurable
results, but metrics that justify further releases and
future apps.
Business KPIs
User feedback
Usage metrics
Analyze and Measure
KEY QUESTIONS
• How will we determine initiative success?
• What types of quantitative and
qualitative feedback can be gathered
to inform future releases?
• How will we continue to determine the
effectiveness on an ongoing basis?
TOP THREE METRICS FOR MOBILE
No.5
11 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
12. With constant change in devices, operating
systems, and applications comes a change in user
expectations. Users expect frequent updates and
iterations of the tools that they use to meet and
engage customers. Additionally, as your business
changes, new mobile technology is released, and
market pressures increase, you need a plan to bring
continued innovation to your users.
The components of mobile business strategy
discussed above, business-driven use cases,
unleashed data, user experience design, and
success measurement, do not comprise a one-time
event.
Regularly include feedback from stakeholders at all
levels of the organization, as well as partners and
customers to ensure that your mobile apps stay
ahead of your customers’ and employees’ needs.
Mobile engagement initiatives involve the entire
organization. To embrace and optimize enterprise
mobility, firms are establishing Mobile Centers
of Excellence. Providing a constant drumbeat
of new ideas, setting priorities, developing
business cases, and initiating joint efforts between
the leaders of the organization are just some of
many benefits.
Develop an Innovation Plan
KEY QUESTIONS
• How will we manage and prioritize
ongoing development and releases?
• Who will be responsible for making
changes and developing new versions?
• What will our release, or innovation
cadence be?
ESTABLISH A BOARD OF MOBILE
INNOVATION ADVISORS
EMBRACE CONTINUOUS INNOVATION
No.6
USERS EXPECT FREQUENT UPDATES OF THE MOBILE
APPS THEY USE IN ORDER TO MEET AND ENGAGE
CUSTOMERS ANYTIME, ANYWHERE.
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13. HOW DO I MANAGE THE INFLUX OF CHANGE?
Change and innovation comes from everywhere.
While qualitative and quantitative feedback from users
is crucial, also consider market pressures, competitive
analysis, and change in mobile technology to fuel
additional use-cases.
HOW DO I DETERMINE WHAT INITIATIVES TO
WORK ON?
A prioritization model based on your organizations
strategic initiatives is a simple yet powerful tool to
ensure that you deliver mobile initiatives that will drive
the most value in the least amount of time.
WHAT IS MY INNOVATION CADENCE?
Establishing a release / innovation cadence for every
mobile initiative, and your mobile business strategy
overall, will ensure sustained adoption and successful
engagement over time.
Q1 Q2 Q3 Q4
SHIFTING
INITIATIVES
USER
DEMANDS
NEW
RELEASES
MARKET
PRESSURES
EMERGING
TECHNOLOGY
BUSINESS VALUE
High complexity
Low value
High complexity
High value
Low complexity
Low value
Low complexity
High value
1
23
23
4COMPLEXITY
Framework for CONTINUOUS innovation
How to implement change and innovate your mobile experience as fast as users can absorb.
13 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
14. Mobile computing is transforming how customers and employees
interact with your business. Both expect increasingly innovative and
seamless experiences on the device of their choice. Mobile adoption
is maturing, presenting new opportunities for your organization to
innovate business process, get an edge on the competition, and
produce bottom-line results. Both cloud and mobile technologies
require a new business-consulting approach. Bluewolf will work with
you to transform your ability to engage customers, and to deliver
ongoing innovation at the pace of your business and market change.
LET’S GET STARTED
OFFERS
REQUEST A COPY OF
THE BLUEWOLF
MOBILE LOOKBOOK
BOOK A MEETING ON
MOBILE BUSINESS
STRATEGY
14 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
