Eating the enterprise mobile elephant - Digital Workplace Group (DWG)

@dwg
www.digitalworkplacegroup.com 1
Eating the enterprise
mobile elephant
Ephraim Julius Freed (@EphraimJF)
Communications Manager
Digital Workplace Group (@dwg)

@dwg
Eating the enterprise
mobile elephant
It’s just a
metaphor.

@dwg
www.digitalworkplacegroup.com
The saying
3

@dwg
The saying
4
How do you eat an elephant?

@dwg
The saying
5
How do you eat an elephant?
One bite at a time.

@dwg
In this presentation:
A manageable, user-focused
approach to enterprise mobile

@dwg
About Ephraim
7
• “Eff-rye-um”
• Communications Manager
• Former Intranet Manager
• @EphraimJF
Looks approximately like this on a good hair day.

@dwg
Digital Workplace Group (DWG)
Independent expertise for intranet and digital workplace success
8
Member Forum Consulting Services

@dwg
First: Common challenges of
enterprise mobile

@dwg
Challenges of enterprise mobile
10
BYOD, provided
or hybrid?
Security &
access
Design
standards
Browser vs.
native apps
Governance
Ownership/
funding

@dwg
11
BYOD, provided
or hybrid?
Security &
access
Design
standards
Browser vs.
native apps
Governance
Ownership/
funding
App
developers
Multiple
operating
systems
UXD for mobile
Frontline
workers
Vendor apps

@dwg
12
BYOD, provided
or hybrid?
Security &
access
Design
standards
Browser vs.
apps
Governance
Ownership/
funding
App
developers
Multiple
operating
systems
UXD for mobile
Frontline
workers
Vendor apps
Historically common
to intranets as well

@dwg
The BIG MYTH and
little truth of enterprise mobile

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The BIG MYTH
14

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The BIG MYTH
15
Enterprise mobile is one thing.

@dwg
The BIG MYTH
16
So, just make the intranet mobile.

@dwg
The BIG MYTH
17
So, just make the intranet mobile.
• Intranets not optimized for mobile
• Responsive sites visually optimized, but not
designed to app standards
• Intranet navigation paths not designed for mobile
• Generally poor user experience
• Doesn’t cater to very different types of mobile
users
• Not optimized for context of use (environmental
factors) for different tasks

@dwg
The little truth
18

@dwg
The little truth
19
Start small.

@dwg
The little truth
20
Start small.
$User types
Identify different
types of users

@dwg
The little truth
21
Start small.
$User types
Tasks
Look at tasks common
across user groups

@dwg
The little truth
22
Start small.
$User types
Tasks
And identify tasks
unique and important
to each user group

@dwg
The little truth
23
Start small.
$User types
Tasks
Applications
& data
Common tasks will use
common applications
and data

@dwg
The little truth
24
Start small.
$User types
Tasks
Applications
& data
But group-specific
tasks may require
special solutions

@dwg
The little truth
25
Start small.
$User types
Tasks
Applications
& data
This is the elephant; you can’t eat it all at once

@dwg
The little truth
26
Start small.
$User types
Tasks
Applications
& data
This is how you eat
it one bite at a time

@dwg
The little truth
27
“Enterprise mobile is not about managing devices
or applications, but about managing tasks and
user experiences.”
$User types
Tasks
- EphraimJF

@dwg
Now, an approach to
enterprise mobile that works

@dwg
Mobile strategy in 3 parts
29
1. What do we need?
2. Where do we start?
3. How do we expand?

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1: What do we need?

@dwg
What do we need?
31
(And how do we figure it out?)
Organizational
strategy
User needs
Business
needs

@dwg
Understanding organizational
strategy
32
Organizational
strategy
User needs
Business
needs
- Official documents
- Executive comms
- Exec interviews
- Exec incentives

@dwg
Understanding business needs
33
Organizational
strategy
User needs
Business
needs
- Planning docs
- Interviews
- Workshops
- Research
The overall business
+
Business units

@dwg
Understanding user needs
34
Organizational
strategy
User needs
Business
needs
- Observational research
- Surveys
- User personas
- User segmentation
- Use cases

@dwg
35
Organizational
strategy
User needs
Business
needs
Most commonly overlooked
of the three, yet possibly the
most important

@dwg
36
$
• Segmentation
• User personas
• User research
• Prioritization
• Task analysis
• App development

@dwg
One important question
37
When was the last time you observed
frontline workers doing their jobs?

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No user observation
38
How are you validating
your assumptions about
what users need?

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User observation story
39
Reality can be counter-intuitive,
so you need to see it directly.

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2: Where do we start?

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First step: Find the nexus!
41
Organizational
strategy
User needs
Business
needs

@dwg
First step: Find the nexus!
EXAMPLE
42
Organizational
strategy
User needs
Business
needs
Org strategy:
Shift focus from small to
med/large businesses
Sales Dept needs:
Increase % of sales that
are to large businesses
Sales Exec needs:
Strategies for selling to
larger businesses

@dwg
Cost-to-value
43
Medium ROIVery important
Less important
($$$$) High
cost/effort
($) Low
cost/effort
Low ROI
High ROI
Medium ROI

@dwg
Two types of audiences
44
All employees
Key questions:
• What do all employees need?
• Related user pain points?
• Pain points for central business
services like HR?
• Priorities and goals of central
business services?
• What would be better on a mobile
phone than a desktop?

@dwg
Two types of audiences
45
Specific user
groups
All employees Example user groups:
• Customer Service Reps
• Sales Executives
• Branch/Retail Managers
• Technicians

@dwg
Where to start
46
$
• Start small
• Identify a few tasks related to
all employees
• Also identify critical front-line
user groups
• Focus on tasks that help them
achieve business goals

@dwg
Value lies in the front line
47
Success with enterprise mobile
How tools for frontline
employees drive value
Free executive summary

@dwg
3: How do we expand?

@dwg
What you need to expand
49

@dwg
Governance
50
Design

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Governance
51
Design Security/Access

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Governance
52
Design Security/Access Review

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Governance
53
Oversight

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Governance
54
Oversight T&Cs

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Governance
55
Oversight T&Cs Metrics

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Metrics
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• Plan for metrics from the start

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Metrics
57
• Tie metrics to targeted goals

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Metrics
58
• Measure for improvement not justification

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Metrics
59
• Usage data is only the first step

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Metrics
60
• Usage data is only the first step
• Want to be a metrics ninja? Measure business outcomes!

@dwg
To sum up

@dwg
Key points
62
• Understand business needs
Organizational
strategy
User needs
Business
needs

@dwg
Key points
63
• Research your front-line users

@dwg
Key points
64
• Segment audiences
$

@dwg
Key points
65
• Find the nexus of needs
Organizational
strategy
User needs
Business
needs

@dwg
Key points
66
• Manage tasks
$

@dwg
Key points
67
• Manage tasks
• Start small
$

@dwg
Key points
68
• Manage tasks
• Start small
• Measure targeted business outcomes
Metrics

@dwg
And that’s it.
That’s all there is too it – good luck!

Eating the enterprise mobile elephant - Digital Workplace Group (DWG)

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