Download - User-Centered Mobile Concept Development
User-Centered MobileConcept Development
22 April 2012
Soeren EngelbrechtNordic Head of Development - Digitalization
Det handler om at være
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1. Introduction – Why consider Mobile ??
2. Concept – What should you Offer ??
3. Case: ”Tryg på Rejse”
Agenda
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Everybody wants has a Smartphone
Have a smartphone today (DK, 2011) 41%Uses mobile internet daily (DK, 2010) 64%
Smartphone percent of sale (DK): May 2010: 20% Jan 2011: 60%
Gartner predicts:80% of all phones in use worldwide are smartphones in 2013
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1. Introduction – Why consider Mobile ??
2. Concept – What should you Offer ??
3. Case: ”Tryg på Rejse”
Agenda
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Platforms from an End-User Perspective
Laptop Smartphone FeaturephonePC Tablet
Small screenPortableShorter interactionsMany daily tasksPersonalInstant start-upShorter life-time
Vs.
Large screenStationary
Longer interactionFewer daily tasks
Shared between usersSlow start-up
Longer life-time©Soer
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Functionality Across End-User Platforms
Tablets Smartphones FeaturephonesPC’s / laptops
General use Situation-specific use
Website: Full functionality
Website: Full
functio-nality
Tablet Apps:Subset
of functio-nality
Mobile Apps:Select functionality
Mobile Web:Subset of functionality
Text Messaging:Specific tasks
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Three Types of Mobile Apps
• Content-based: News, Wikis, forums• Entertainment-based: Games, Music• Utility: Navigation, Weather, Calulator, Timer
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How to Achieve Success…
”People will use your app if it solves a problem, gives them a superpower, or just helps them unwind.
But without a clear, persuasive vision of when and why people will use your app, you’re just building a technology demonstration, a curiosity.”
Josh Clark
”People will use your app if it solves a problem, gives them a superpower, or just helps them unwind.
But without a clear, persuasive vision of when and why people will use your app, you’re just building a technology demonstration, a curiosity.”
Josh Clark
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Apps will be Downloaded and Kept, if…
• They are perceived as relevant for the user• They are useful:
1. Take phone out of pocket
2. Solve problem
3. Return phone to pocket
• They have a focused, easily understandable scope• They promise to serve a long-term purpose
85% of all Apps are deleted within 30 days
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• Next: Some personal viewpoints on six Apps for the iPhone
• How do they live up to the ”provide a quick solution” mantra ??
Apps will be Downloaded and Kept, if…
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1. Introduction – Why consider Mobile ??
2. Concept – What should you Offer ??
3. Case: ”Tryg på Rejse”
Agenda
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Starting from Square Two
• Collecting knowledge experience from previous Tryg projects• Compiling an extensive list of potential functionality• Gathering knowledge on Mobile platforms, usage patterns,
successes and failures• Establishing boundary conditions:
• 24/7 Customer promise• Limited technical integration• Strong Brand Focus
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What does the Mobile Platform offer Tryg?
Always on• Access – anywhere / anytime
• No start-up time
Technical features• Location through GPS
• Photographs and video
• Motion sensors
• ”Soft ID” through phone number
• Barcode scanning
Paradigm shift:
• Platform for efficient 24/7 services –solve the problem right away
• Self-Service is better service
• ”smart solutions” enabled by dataacquisition and mash-up (GPS, Google Places, live data,…)
Improve customerrelationship:
• Convenient Self-Service
• Frequent interactionsupports pervasiveness
• Permanent visibility onphone supports brand
Internal costreduction:
• Guide traffic to relevant channels
• Increase use of Self-Service solutions
• Viral marketing
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Implementation with Partners
E-Business
Business Lab
Marketing
Private Sales
Tryg Alarm
External (mobile) design competencies
Brief / Specifications
External (mobile)CX competencies
External developers
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Concept: A ”Branded Utility”
• Free download and useful for everyone – DK, NO, SE• Maximise potential reach for Branding
• Full service for customers
• Useful for potential customers
• Specific focus• Easy to understand and use
• Easy to communicate
• Multi-string business case:• Internal cost reduction
• Increased customer satisfaction – improves customer retention
• Branding value – improves customer acquisition
• Target Segment: Travelers
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Vision: Customer Experience Redefined
IncidentEva’s bag is stolen. After a brief spell of panic, she contacts Tryg for assistance
Sales & ConvenienceEva is going on a business trip. Tryg helps her book the trip and provides travel insurance
Prevention & AvoidanceTryg provides Eva with a geotagging chip for her bag
Online presenceWhile traveling, Eva checks up on the freight insurance thather company has with Tryg
ConvenienceEva reports the theft to bothTryg and the local Police in onego using a mobile device
Back on trackEva gets instant feedback from Tryg – 5.000 DKK has beentransferred to her Visa Card
ConvenienceEva gets advice from Tryg onwhere to buy clothes for nextday’s business meeting
We have found your bag. You can pick it up at the Central Police Station.
We recommend that youupgrade your return trainticket to get access to a
safety box.
Have a safe trip home :-)
Upgrade
Back on Track / Prevention & AvoidanceTryg helps Eva retrieve her bag and suggestsa non-classical insurance product
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Tryg på Rejse
Help & Contact
A list of critical situations typically encountered while traveling: Lost baggage, delayed baggage, theft, illness, car crash, etc. For each situation, we offer advice on what to do on the spot, and how and when to contact Tryg
SMS Warnings
Sign up to receive SMS messages with information about, e.g., political unrest, hurricanes, terror events, etc., in the country that you are currently traveling in
My Documents
A password-protected place to keep track of your passport, credit cards, health insurance card and data, car papers, etc., including what to do when they are lost
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Activates drop-downfor other names
Back-up functionality
Visuals – My Documents
A picture of the passport is optional
The ”Passport” documenttemplate contains pre-defined
data fields and graphics
Link to ”Help & Contact”or ”Service pages”
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Part Three: ”SMS Warnings”
• Existing service from AidCom
• AidCom and Tryg are looking into expanding the service
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Prototyping: ”Think-Out-Loud” Testing
Methodology: One-on-one testing (six users) using a limited functionality HTML prototype
Research Question #1: Are we heading in the right direction –do our customers see a point in such a Travel App ??
Answer: Yes. 5 in 6 users saw the App as very useful and would definitely download it – one user had some reservations
Research Question #2: Does the functional concept –Insurance Card and subsections – make practical sense ??
Answer: Yes. They understand the division into main sections and are unanimously positive towards the functionality. Work is needed on the use of the Insurance Card
Clickable
prototype
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Benefits
Improved Customer Experience:• 24/7 assistance – personal or automated
• No more calling the wrong number/channel
• Convenience – on travel or at home
• Improved ”value for money” perception
Improved Business for Tryg:• Increased Interaction Frequency
• Support of the Tryg brand
• Less calls means reduced operating costs
• Calls go through the right channels: reduced cost
• Improved ”value for money” perception improvescustomer retention
• Attraction of non-customers by being willing to help – even if you’re not a paying customer
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Successful Launch
• Approx. downloads in the first three months
• Retention rate (for Android) 70-80%
Outdoor Web Mobile
(Censored)
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Takeaways
• Think platforms and channels – do you really need a Mobile App ??• Or, rather: Do your customers need one ??
• Apply use case thinking – in which situations will your App be relevant to whom ??
• Don’t try to be everything to everyone
• User testing is imperative
• Have a communication strategy – make sure that you are found