1.
The nexum AG is a consultancy and agency for digital media.
Tamim Swaid, UX Consultant @tamimat
Stefan Böhland, Senior UX consultant @spy23
Mobile Strategy Framework
uxcamp europe 2014

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Description
As I‘m puting this slides in the wild, I would like to describe the
purpose shortly.
The idea of the „Mobile Strategy Framework“ is to have a „game“
that helps you to find a better answer on what a client should do
in the mobile (multi context) world.
It tries to have a look at all the different aspects of mobile (multi
context) in a modular way, so that you can find out how to tacle
the relevant usecases properly.
The framework is still in beta :)

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Vision / Goals
Strategy
Tactic
Task

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ST. PETER’S SQUARE

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ST. PETER’S SQUARE

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Mobile is big.
What shall
we do?
Yes, mobile
is big.
What do
you want?

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Tools for goal oriented conversations

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+ =

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10

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Airport 1 (Current Data – Weather, etc.)
Airport 2 (Current Data – Weather, etc.)
Airport 3 (Current Data – Weather, etc.)
Airport 4 (Current Data – Weather, etc.)
Airport 5
Airport 6
Current Data
Weather, etc.

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Google: people, hardware, software, context, smartphone

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Interface

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Interface = Schnittstelle

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People
Company

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Technology
People
Technology
Company

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Technology
People
Technology
Company
ContentUX

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People
Place
Moving
Fixed
Cognitive Load
Private
Public
Work
Social
Friend
Colleague
Alone
Family
Partner
Mood
Chilling
Dissatisfied
Happy
Stressed
Satisfied
?

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Facebook is doing it
Social
Place
Mood

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Technology @ People
Bandwith
3G
EDGE
GPRS
Fiber / DSL
LTE
Wifi
Input
Gesture
Sensors
Audio
Touch
Photo
Output
Audio
Visual / Screen
Vibration
No Connection
Video

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Content
Form
Responsive Content
1 Content for all
Progressive Disclosure
Content
Tonality
Card Sorting
Information
Architecture
Quality
Perfect
Medicore
UX
Bad
Way
Usability Testing
User Research
Prototyping
Personas

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Technology @ Company
Channel
E-Mail
SMS / MMS
Chat
Website
Social Media
Telephone
Technology
Telephone System
Web
iOS
Native
Framework
Frontend
Programming Lang.
App (owned)
Asynchron Synchron
App (not owned)
Systems
CMS
CRM
PIM

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Company
Goals / Vision
New customers
segments
Lead generation
Customer retention
Brand awareness
Time to market
Organisation
People
Processes
Systems
?

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“You must be shapeless, formless, like water.
When you pour water in a cup, it becomes the
cup. When you pour water in a bottle, it
becomes the bottle. When you pour water in a
teapot, it becomes the teapot. Water can drip
and it can crash. Become like water my friend.”
Bruce Lee

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UX Content Technology CompanyPeople Technology

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Facts: Describe in a few words and the status quo
Outlook: For the next 1-2 Years
Pros: Advantage
Cons: Disavantages
LTE

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The Game
People Technology UX Content Technology Company
ExecutionAnalytics & Hypotheses
$

28.
Tamim Swaid
tamim.swaid@nexum.de
Tel. +49 221 56939 - 4149
nexum AG
Maarweg 149 – 161, 50825 Köln
Vielen Dank für Ihre Aufmerksamkeit.
Bild
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