omg, we need a mobile app!
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“OMG. WE NEED A MOBILE APP!”
DESIGN SCIENCEA NERDERY WEBINAR SERIES
#DESIGNSCIENCE
A FEW KEY TERMS... (JUST SO WE’RE SPEAKING THE SAME LANGUAGE)
¼ Responsive: A single code base that adapts how content and features display depending on the size of the screen the site is viewed on.
¼ Mobile Optimized: A separate website designed specifically for use on a mobile device.
¼ Native App: A program designed to run on the OS of a computer or other device that often uses device-native features as a part of its functionality.
¼ UX: User Experience - A discipline that focuses on meeting established business goals by ensuring that users of a website, application, or other thing can find the information they need and complete tasks easily.
#DESIGNSCIENCE
THE SCENARIO YOU’VE HEARD IT A MILLION TIMES
¼ As of March 2012, 50.4% of U.S. mobile subscribers owned smartphones Source: Nielsen, Mobile Insights, Q1 2012
¼ It’s our job to design successful products
¼ How do we get started?
#DESIGNSCIENCE
MOBILE PROJECT DECISION FLOW PART 1: VALIDATING THE IDEA
OMG We Need a Mobile App!
Find the source of the request
Stakeholder Interviews
Why do we need a mobile app and what is it going to do?
We have a product launch/mobile product idea/ other solid plan
Uhh… everyone else is doing it and MOBILE ALL THE THINGS!
Learn more about the business needs &
objectives
Stakeholder Interviews
Do we need a mobile thing at all?
Competitive Analysis
Analytics Review
YES NO
Feature Inventory
Convince Your BossWhat Type of Mobile Thing?
e.g.
e.g.
#DESIGNSCIENCE
¼ Meet with key project decision makers
¼ Subject Matter Experts (SMEs) and the “money guys”
¼ Understand project goals, motivations, success factors
¼ Ensure that all stakeholders are on the same page
¼ Take detailed notes and reference later
STAKEHOLDER INTERVIEWS
BACK TO DECISION FLOWPart 1: Validating the Idea
#DESIGNSCIENCE
¼ CEO says “We just need something, and we need it fast!”
¼ He suggests rebuilding the site as an app. He read about a fancy new technology called PhoneGap (DANGER!)
¼ “If you build it, they will come...”
STAKEHOLDER INTERVIEWS
BACK TO DECISION FLOWPart 1: Validating the Idea
#DESIGNSCIENCE
¼ What are your competitors offering?
¼ Are their mobile presences successful?
¼ Is your reputation damaged by a lack of mobile presence?
¼ Is there a gap to fill or opportunity to be an industry leader?
COMPETITIVE ANALYSIS
BACK TO DECISION FLOWPart 1: Validating the Idea
#DESIGNSCIENCE
¼ What does our website do right now?
¼ Do we offer functionality that could translate well to mobile?
¼ Is there an opportunity to expand our offerings by going mobile?
FEATURE INVENTORY
BACK TO DECISION FLOWPart 1: Validating the Idea
#DESIGNSCIENCE
¼ Who looks at our site?
¼ What browsers are they using?What devices?
¼ Where do they come from?
¼ What pages do they visit most frequently? For the most time/duration?
ANALYTICS REVIEW
BACK TO DECISION FLOWPart 1: Validating the Idea
#DESIGNSCIENCE
¼ VirtuServ offers an iPhone and Android app for download
¼ Their apps are actually bookmarks that link to the VirtuServ website, which doesn’t work well on a handheld browser site.
¼ About 100 people have downloaded the app, and it’s a realistic hunch that most of them are employees.
¼ KEY TAKEAWAY: There may be an opportunity to outshine the competition.
COMPETITIVE ANALYSIS
¼ Current site allows customers to log in and see site performance statistics.
¼ Website contains a lot of marketing copy, pricing structure information, and the ability to purchase cloud-based hosting online.
FEATURE INVENTORY
¼ Many clients try to log in on their mobile device after getting an email alert, but leave quickly.
¼ Search analytics suggest people look for a mobile version of the site with terms like “m.castleinthecloud.com”
¼ 90% of visitors who visit from a mobile device are using Safari on an iPhone/iPad.
¼ KEY TAKEAWAY: Users want mobile.
ANALYTICS REVIEW
BACK TO DECISION FLOWPart 1: Validating the Idea
#DESIGNSCIENCE
Is there a cool new product opportunity or tool/utility that users need?
Native App Mobile WebsiteRequirements Gathering
Responsive or Mobile Optimized?
Business Analysis
Responsive Mobile Optimized
Brainstorming/Workshop
Analytics/Statistics Review
iOS Android
User Research
iPhone? Android? Tablet? iPad?
MOBILE PROJECT DECISION FLOW PART 2: WHAT KIND OF “MOBILE THING” IS RIGHT?
Well, What Now?
e.g.
e.g.
e.g.
BACK TO DECISION FLOWPart 1: Validating the Idea
#DESIGNSCIENCE
¼ Highly collaborative
¼ Gain a deeper understandingof context
¼ Generate ideas, wish-lists
¼ All ideas and opinions welcome
BRAINSTORMING/WORKSHOP
BACK TO DECISION FLOWPart 2: What Kind of Mobile Thing?
#DESIGNSCIENCE
BRAINSTORMING PRODUCT OPPORTUNITIES
¼ Castle notifies clients via email when there is an unusual load on their servers or if a server is down. Client must then log in to the website to view the statistics.
¼ Simplify notification process?
¼ Current statistics display is extremely robust, but system-critical events are hard to find.
¼ Clients are in almost daily contact with their Castle engineer and have a core list of people at their company they need to update with server issues.
¼ Opportunity for quick ticket submission? Integrate with contacts?
BACK TO DECISION FLOWPart 2: What Kind of Mobile Thing?
#DESIGNSCIENCE
NATIVE VS. WEB FIGHT!
¼ Leverage phone’s hardware capabilities (e.g. Camera, accelerometer)
¼ Task-based/repeated access ¼ Offline access/storage ¼ Distribution through App Store
¼ Cross-platform ¼ Lower cost to entry (typically) ¼ Some interactivity, but largely
exists to communicate information
NATIVE APPLICATIONS MOBILE OPTIMIZED OR RESPONSIVE WEBSITE
BACK TO DECISION FLOWPart 2: What Kind of Mobile Thing?
#DESIGNSCIENCE
¼ Many types & tactics
¼ User interviews, testing, contextual inquiry
¼ Understand greater context & behavior
¼ Validation
USER RESEARCH
BACK TO DECISION FLOWPart 2: What Kind of Mobile Thing?
#DESIGNSCIENCE
¼ Survey data revealed the following:
¼ Most clients are iPhone users, with 50% having the newest operating system
¼ In the last 30 days, 70% of users have needed to use their mobile device to access information on the Castle client website
¼ Users reported that it is difficult to use the website on their phone. Their site statistics do not display at all on their phone.
¼ A diary study revealed...
¼ Server outages often happen when clients are away from the office
¼ It is difficult to find support information on the current website
¼ Clients with physical hardware (self-hosted) must have barcode handy to receive support
CASTLE CUSTOMER RESEARCH
BACK TO DECISION FLOWPart 2: What Kind of Mobile Thing?
#DESIGNSCIENCE
¼ ROI, success metrics
¼ Overall goals and company objectives
¼ Integration with business plan
¼ Execution/deployment plan
BUSINESS ANALYSIS
BACK TO DECISION FLOWPart 2: What Kind of Mobile Thing?
#DESIGNSCIENCE
¼ Native features: alerts, contacts
¼ Market Share: > 60% iOS
¼ Data visualization
¼ Frequent, recurring access
BACK TO DECISION FLOWPart 2: What Kind of Mobile Thing?
SOMETIMES IT’S JUST NOT THE RIGHT CHOICE
#DESIGNSCIENCE
PROJECTPLANNING
REQUIREMENTS DEFINITION
INFORMATION ARCHITECTURE VISUALIZATION
UX PROJECT LIFECYCLE GETTING TO THE FUN PART
#DESIGNSCIENCE
¼ Castle in the Cloud (Castle, for short) offers server and storage solutions for large enterprise businesses with lots of employees and lots of data.
¼ One day, the CEO’s daughter told him that she had been searching for apps in the Google Play store and noticed that one of Castle’s competitors, VirtuServ, was offering a free app.
¼ The next day, the CEO busted into the Director of IT’s office and said, “VirtuHost has an app. We need to build one immediately. When can you get this done?”
¼ Anxious to please the CEO, the Director of IT said he’d get to work on it right away. He then assembled a team of Business Analysts and UX Designers to help him decide what to do (that’s us!).
LET’S TRY AN EXAMPLE
LET'S GO!
#DESIGNSCIENCE
CONSIDERATIONS & SOLUTION NATIVE iOS APP
¼ Native features: Alerts, Contacts
¼ Market Share: > 60% iOS
¼ Data visualization
¼ Frequent, recurring access
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