What I Pad For The Enterprise Really Looks Like Vf

2011 NWCT Annual
Conference

What iPad for the Enterprise
Really Looks Like –
A Case Study

Jerilyn MacLaren-Hall, XD Strategist
and Account Director
March 2011 MISI Company, Ltd. | Classification: Confidential | Information owner: MISI XD Group
Disclosure range: MISI employees for business purposes

Contents
  Project Overview

  Key Findings

  Audience Analysis &
Personas

  What To Standardize

  Conclusions

MISI Company, Ltd. | Classification: Confidential | Information owner: MISI XD Group

Executive Summary :: Client and Project Overview

  This global financial services company wanted to better understand how iPad within
the enterprise can enable improved efficiency and productivity in strategic and day-to-
day tasks.

  Identify the appropriate prioritization of solutions to aid employees using iPads for
their work-related activities, covering such topics as:
  Access
  Security
  Training and Support
  End-to-End Experience

  Determine what the “right” role is for the iPad within the professional’s already robust
suite of personal devices and work-related tools.

3 MISI Company, Ltd. | Classification: Confidential | Information owner: MISI XD Group | Disclosure range: MISI employees for business purposes

Executive Summary :: Project Methodology

Conducted journal and one-on-one contextual interviews with employees (primarily
focused on executives) working in the China, Canada, Denmark, US, UK, and South
African Member Firms.

Answer broader questions about the value of the iPad
within the Enterprise:
Audience
Context of
Use
  Current business-related iPad behaviors and uses

  Desired future business-related iPad behaviors and User
Experience
uses

  Necessary level of access to internal portals,
applications, and other online tools

  Assets needed to ensure successful integration of Expected Business Value
iPad into overall employee architecture


Key Finding :: iPad Is Not a Replacement Device

Although the iPad cannot serve as a “replacement device” for employees, it is proving to
be an integral component of the productivity device suite for many.

Primary iPad Benefits

  “Instant-On” Capability SMARTPHONE
•  Easy and quick
  Portability and Convenience email
  Extended “PDA” Functionality •  Extremely portable

  Ease of Use for Basic Work Tasks (e.g. Email
LAPTOP
Responses, Detailed Reading Activities) •  Full functionality
•  Full network access
  Extended Battery Life •  Portable (but not convenient)
  Supports Work / Life Balance Goals
DESKTOP
•  Lots of processing power

Unique aspects of current employee devices


Key Finding :: iPad Is a Personal Preference
Because the iPad is very much seen as a “personal” device, in most cases it should
not be issued as part of a formalized program, but rather, supported by the enterprise
for those employees who wish to purchase one and use it to help complete those tasks
they feel most comfortable completing on an iPad.

Manage e-mail & Access historical,
calendars collaborative & thought
leadership documents

Securely handle work related Review & approve reports
documents & information and other work related
documents

Understand advanced
business tools on iPad & Quickly & easily find
their relevance iPad business apps


Key Finding :: Enterprise Provided iPads Means Employee Expectations

Enabling the use of iPads (instead of distributing them) will help manage employee
expectations around the overall experience of using an iPad at work.


Key Finding :: Expectations Grow with Your Global Footprint

These differing expectations really come into play when considering roll-out and support
globally, since connectivity and basic device design create different needs in
different countries.
Denmark: iPad’s
recognition of Danish
is poor so email China: it is
writing is harder. easier to type
in Chinese on
the iPad
because the
language
recognition is
excellent.

USA: Many WiFi spots
are available so 3G
isn’t as necessary. Hong Kong:
Many WiFi
South Africa: spots are
  BB network is not available so
supported so iPhone & 3G isn’t as
iPad availability is necessary.
extremely helpful.
  WiFi is hard to find so
3G is crucial to the
iPad’s value.


Key Findings :: iPad = Bigger Mobile Device

Lastly, while the iPad and similar devices show promise of some day becoming their
own category of productivity devices, their purpose and function are still too similar
to other mobile devices to warrant unique treatment.
iPhone
Primary iPad & Similar Device Draw-Backs
  Lack of a new or unique capability that is distinct
from what can already be done on other devices
  Highly “personal” in how they are used
  Higher error risk for data entry
  Limited feature/function agility (e.g. poor content
creation experience)
  Outputs of devices are not yet fully compatible
with other primary devices (ex. laptop, desktop) Droid

iPad

Blackberry


Audience Analysis & Personas :: A Quick Word on Personas

What are Personas?
Distilled, characterized profiles of representative audience members based
on data collected via primary research methods with real members of your
audience. Used to guide the design of products, channels, and messaging.

Benefits include:
  Create a shared understanding of real people who will use the device or
interface.
  Focus decisions and solution on user needs and data - less on
assumptions.
  Eliminate tasks that don’t directly help users to accomplish their goals.
  Help satisfy the needs of many users who have goals similar to those of
the persona.


Audience Analysis & Personas :: Persona Development Overview

  The goal of persona development for the enterprise is to answer:
  Who are our employees?
  What are they trying to accomplish?
  How are they trying to accomplish it?

  Answering these questions will allow the enterprise to:
  Define the current and ideal configuration of devices for employees
  Determine iPad support needs and priorities
  Create appropriate standards and assets employees with iPads

  By understanding employees as more than just a business unit and geographical
alignment, IT can better understand opportunities for consolidation based on
commonalities such as:
  Devices Used
  Communication Channels
  Work Environment Context (remote vs. stationary)
  Typical Work Activities
  Views of New Technology


Audience Analysis & Personas :: It’s more than high-level task analysis
In addition to understanding high-level job tasks, it is important to have a strong view into
what a “day-in-the-life” looks like for individual roles (and how it compares to roles
across the organization). Context is everything when it comes to the iPad.

Preparing for At Just Before
Travelling At Work Travelling
Day Home Bed


Audience Analysis & Personas :: Its All About “Instant On”
Given the right support model, employees-on-the-go will be more productive on an
iPad than on a laptop thanks to improved convenience and performance factors.


Audience Analysis & Personas :: Technology Pre-disposition is a key
factor in iPad Adoption
The main personas – Cynthia and Marcel – have many similarities but also some key
differences such as work-travel destinations, primary collaboration behaviors and
partners, and their views on new technology.

Persona Name Cynthia Marcel

Descriptive Quote “Being on the road and in client meetings frequently, I need “I am in internal meetings all day trying to make my firm more
to be constantly connected while engaging with clients and efficient and effective; I need devices that do the same for me
portraying a forward-thinking image of Global FS Firm.” while being convenient and simple.”

Examples of Roles Partner, C-Level, Exec. Dir., Sr. Mgr Partner, C-Level, Exec. Dir., Sr. Mgr

External/Internal Client-Facing Internal

% of Time Spent 35% International, 30% Domestic 15% International, 50% Domestic
Travelling

Collaboration High High
Level

Devices Used Laptop, Smartphone, iPad Laptop, Smartphone, iPad

New Device View Early Adopter Technology Resistant

Typical iPad Tasks Note-taking, internet browsing, email, client presentations Note-taking, internet browsing, email


Audience Analysis & Personas :: Sample Persona - Meet Cynthia

Day in the Life:
  Description: Cynthia is in an Executive-level role at Global FS Company. She can
most often be found in meeting rooms or on conference calls. Cynthia rarely gets time
during her day to just sit and read emails or reports – although she has to read many
of them. Her days are hectic so she uses her time at home at night to catch up on
email and reviewing documents.
  Primary Responsibilities:
  Attending internal meetings
  Reviewing and approving documents/reports from her practice’s primary
application (ex. Orion)
Quick View:   Visiting large clients for meetings and account development
C-Level, International Traveler,   Primary Work Locations: Travelling, Office, Home
Client-Facing, Highly
Collaborative, Content Consumer,   % of Average Day Spent on Different Tasks:
Early Adopter   80% meetings
  10% email
  10% reviewing and approving documents/reports
“Being on the road and in client
meetings frequently, I need to be   % of Average Month Spent Travelling:
constantly connected while   35% International Travel
engaging with clients and   30% Domestic Travel
portraying a forward-thinking
  35% Local
image of Global FS Company.”
  Types of Roles Cynthia Might Be In:
  Partner
  C-Level
  Executive Director
  Senior Manager


Audience Analysis & Personas :: Sample Persona - Meet Cynthia

Technology Usage and Views:
Level of Technology Experience: Tech Savvy
New Device View: Early Adopter
Devices Used: Laptop, Smartphone (Supported), iPad (not Supported)
Use of Laptop: Cynthia tries to use her laptop as little as possible. It is mainly reserved
for downloading/uploading reports from Orion, accessing documents from
repositories, writing lengthy emails, and heavy document editing.
Use of Smartphone: Her iPhone is her quick, easy connection to the world. Cynthia
has it with her all the time; she checks her email on it while in meetings, walking
from one place to another, or when she’s not at work.
Quick View:
C-Level, International Traveler, Use of iPad: Since Cynthia has bought her iPad, she has been using her laptop less
Client-Facing, Highly and less. She uses her iPad for notes in all of her meetings. She emails herself
Global FS Company documents so that she can review them on-the-go. She loves
Collaborative, Content Consumer,
the larger screen compared to her iPhone. She really wants her Global FS
Early Adopter
Company email on her iPad since it is easier for her to respond and tackle multiple
emails at once while on the road. Cynthia knows that using her iPad in client
“Being on the road and in client meetings puts forth a forward-thinking impression of Global FS Company.
meetings frequently, I need to be Typical iPad Tasks: Note-taking, internet browsing, personal email, reviewing and
constantly connected while annotating docs
engaging with clients and Desired iPad Support: Data Security, Email, Calendar, Outlook Tasks, Content repository
portraying a forward-thinking access, Access to review/approve reports on Orion
image of Global FS Company.” Preferred iPad Business Apps: iAnnotate, BBC News, Pages, Numbers, Keynote,
Evernote
Likes: Portability, Ease of Use, Instant-On, Long Battery Life, Conversation-Starter, No
Barrier in Meetings
Dislikes: Small Keyboard, No Track Changes on Pages


What to Standardize :: Chapter 1 – Know the Context of Use
  A Touch-Based Tablet Is Not a Mini Laptop
  Unique Interaction Models – Traditional and Touch Interface Differences
  Scenarios of Use Include Environment
  Old Portals and Applications – New Value Propositions
  The Personal Preference Factor

  Audience Analysis – Who Is Your User…???
  Classification Systems – Going Beyond Titles and Bus
  The Work/Life Balance Line… Even more blurry
  Accessibility – Literally and Figuratively

  Task to Device Mapping and Creating Solution-Oriented iPad Products
  This Can Not Be About the Me-Too Factor
  Downloading and Reading Workflows
  Content Approval Workflows
  Reviewing and Annotating Content Workflows
  Reviewing and Editing Content Workflows
  Content Creation and Collaboration Workflows


What to Standardize :: Chapter 2 – The Top 10 Project Team Questions
1.  What type of application are you looking to build / support on the iPad?

2.  Who currently uses this application in its traditional form?

3.  What particular tasks from the application are you trying to support?

4.  If this is a new application, what particular need is the application attempting to fill?

5.  What user groups will be accessing this application from their iPad?

6.  Under what circumstances will users access this iPad application?

7.  Will different user groups have very similar or greatly differing needs for the iPad
application?

8.  What features do users need access to, based on the circumstances in which they
will be using the application?

9.  Where will users be accessing this application and will they have network access?

10.  Will users be able to successfully use your application on the iPad without any
peripherals or accessories?


What to Standardize :: Chapter 3 – Guidelines and Best Practices
  Critical iPad Considerations
  Security
  Touch-Interaction Limitations
  User Perceptions

  iPad Functionality – Keeping in Mind What This Device Was Designed To Do

  Application Typing and Support
  iOS Applications vs Web Applications
  Native Applications, Commercial Applications, Enterprise Specific (Custom) Applications
  Portals
  Content Repositories
  General Applications
  Collaboration Tools
  Internal / External-Facing Applications
  Business Productivity / Efficiency Tools
  iPad Layout Considerations
  iOS UI Element Usage Guidelines
  General Usability – Following a Check List


Conclusions :: Supporting the iPad is as much about the Process as it is
the Technology
Enterprises should encourage new device adoption and harness the
productivity power of the iPad for those individuals who choose to purchase
them.
  Although it is not cost-effective to roll out iPads on a grand scale, their productivity
power can greatly increase the efficiency, availability, and responsiveness of
employees in a variety of positions.
  By officially supporting the iPad in a structured and standardized manner, the device’s
innate values – instant-on, portability, and intuitiveness – could be exponentially
increased in the workplace.

At the same point, Enterprises need to provide their employees guidance
on how to use their iPads appropriately for work-related tasks.
  Employees are already using the iPad; it is important to get ahead of bad behaviors
and define appropriate ways to use / not use the iPad (but always with a sense of
evolution and growth in mind).
  By ignoring the appeal and penetration of the iPad, the potential for security breaches,
data loss, inconsistent templates/approaches, and lowered efficiency increase.

24

Conclusions :: Because context is king, understanding nuances = success

There is no one-size-fits-all answer for how iPads (and other similar devices) should
be rolled out, supported, and ultimately – governed within the enterprise.

Language differences can result in…
  Different accessories necessary
  Different styles of data entry and interactions for enterprise specific apps supporting
business tasks

Practice differences could result in…
  Different tasks and applications that should be translated to the iPad
  Different levels of security needed

Geographic differences could result in…
  Different types of data plans necessary based on availability of networks
  Different work styles and schedules resulting in varying needs from their mobile
devices

25

Conclusions :: Other Roles to Consider within the Enterprise…

Additionally, the potential for the iPad to increase efficiency and productivity for
associates, EAs, and Admin. The iPad Is Not a “level-selective” tool.

The role of an associate can vary greatly and therefore needs deep exploration to
understand…
  Is there value in junior staff using given their role?
  What types of staff members will find the most use in iPads?
  What types of tasks do they need/want to accomplish on an iPad and how can the
Enterprise support that?

Our research hinted at the usefulness of iPads for EAs/Admin Assistants, but
there is still great unknown potential in this user group…
  How does the iPad not only help one person, but also facilitate that person to help
other people every day?
  How does the iPad fit into the web of devices and communications for TWO people?
  What would be the constraints of the iPad for someone who is relied on so heavily to
be constantly accurate, available, and connected in regards to people, data, and
systems.

26

Thank You!

  Interested in learning more
about our work with iPads?
  Please feel free to reach out
to me @
jmaclarenhall@misicompany.com
  Connect to me on Linked In:
Jerilyn MacLaren-Hall
  Follow me on Twitter:
jmmaclarenhall and
MISICompany

MISI Company, Ltd. | Classification: Confidential | Information owner: MISI XD Group

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