Data driven product management of mobile products. The essence of design thinking for developing technology products for B2B and B2C markets. The "Why" and the "What".

3. Source: GSMA Mobile & Quettra

4. Source: GSMA Mobile & Quettra

6. Source: Quettra

7. Source: Netmarketshare.com
Android
59%
iOS
33%
Windows Phone
3%
Java ME
2%
Symbian
2%
Blackberry
1%
Samsung
0%
Others
0%

8. Source: inMobi “State of Mobile App Developers 2016”

11. 1.Usability
2.Utility3.Desirability

12. • Make the experience obvious and self-explanatory
• Remove barriers to trial – users have finite patience
• Focus the user attention on the immediate need
• Follow convention with which the user is familiar
Source:10 Principles Of Effective Web Design
Elements of good {mobile} product

13. • Solve a real problem for the user
• Each feature should solve a need, not just the whole
product
• Be stingy in adding features
“Deciding what not to do is as important as deciding
what to do.”
– Steve Jobs
Elements of good {mobile} product

14. • Fit into the users life and aspirations
• Understand and influence the users feelings
• Utilize form, color and function to drive desire
Elements of good {mobile} product

15. Usability -> Utility -> Desirability
Source: 8 things Uber can teach you

18. Core Tenet: Find an unmet need or source
of friction for a customer and solve it
Market
Research
Plan Design Prototype Build
Launch &
Learn

19. • Identify the opportunity for a segment
• Set the product vision and roadmap
• Release Plan (MVP|MDP|…)
• Sprint Plan
Creating the product

20. • Amalgamation of personal experiences, market
research, user testing, competitive solutions
• Test early and test often with target user segment
• Strive for Usability, Utility & Desirability
Creating the product

21. • Prioritize, prioritize, prioritize – LEAN
• Identify critical requirements – geo, security
• Instrument the product for the metrics you care
• Build-in testing automation
• Launch, learn and fix continuously
Creating the product

23. First you get them to install…
• 77% of DAU lost after 3 days
• 90% of DAU lost after 30 days
• 95% of DAU lost after 90 days
Source: Quettra

24. Native App
• Customizable experience
• Superior graphics, effects & interactions
• Native access to device capabilities
• Discovery through app store or website
• Download and installation required
mWeb
• Responsive design scales across form
factors
• Built & deployed with standard web
development tools
• Less customizable than apps and minimal
access to device capabilities
• Discovered through standard web search
and no installation required

26. 1.Users
2.Session Length
3.Session Interval
4.Time In App
5. Acquisition
6. Screen Flow
7. Retention
8. Lifetime Value
Source: Localytics.com

28. • Domains and Patterns in Apps
• Monetization
• Go to market strategies
• Emerging devices and trends

29. @ramnar
http://linkedin.com/in/raknar

30. • HTTP://WWW.GSMAMOBILEECONOMY.COM/GSMA_GLOBAL_MOBILE_ECONOMY_REPORT_2015.PDF
• HTTPS://WWW.QUETTRA.COM/RESEARCH/A-DAY-IN-THE-LIFE-OF-MOBILE-USERS-WORLDWIDE/
• HTTPS://GSMAINTELLIGENCE.COM/RESEARCH/?FILE=7DC7336DE70C142D7B73CE778ADEB982&DOWNLOAD
• HTTPS://WWW.SMASHINGMAGAZINE.COM/2008/01/10-PRINCIPLES-OF-EFFECTIVE-WEB-DESIGN/
• HTTP://ANDREWCHEN.CO/NEW-DATA-SHOWS-WHY-LOSING-80-OF-YOUR-MOBILE-USERS-IS-NORMAL-AND-THAT-THE-BEST-APPS-DO-MUCH-BETTER/
• HTTP://INFO.LOCALYTICS.COM/BLOG/THE-8-MOBILE-APP-METRICS-THAT-MATTER
• HTTP://WWW.SLIDESHARE.NET/TABINSIGHTS/8-THINGS-UBER-CAN-TEACH-YOU?QID=A3CCC669-9768-4531-A69E-209ADD91AB82&V=&B=&FROM_SEARCH=1