MATCH YOUR MOBILE STRATEGY

TO YOUR MOBILE USERSJonathan Hotz - Sr. Product Manager

FEATURE BRAINSTORMING

➤ Build a Trello board and start adding stories

➤ Grab a pack of 3x5 cards and start writing out stories

- Too deep, too fast

MARKET INFLUENCES3

MARKET INFLUENCE

➤ Market events, seasonal timing, trends/directions

➤ Customer’s seasonal events, adoption cycles, buying cycles

➤ Mobile technology opportunities

- When and what to release

USE CASE - NATURAL INSIGHT MOBILE APP

January February March April May June July August September October November December

This is a good time

This is a bad time

➤ Natural Insight supports product and retail

➤ Plan for the rollout and adoption

FEATURE MATCH VS. CHANGE THE GAME

➤ Identify the holes in your app

➤ Find some common holes in the competition

➤ Unique mobile functionality

- Move your app to those holes

USE CASE - LEXEE CHANGES THE GAME

➤ Mobile voice assistant for specific tasks

➤ Complete specific tasks

➤ Multi-modal interface

2LEVERAGE WHAT YOU HAVE

WHAT DO WE HAVE TO START WITH

➤ What works well

➤ What do customers like

➤ What do you have that is unique

➤ What is applicable to mobile

- Leverage these to make it easier/faster to build your app

USE CASE - LEVERAGE THE HTML5 SURVEY

➤ Mobile app was a few years old

➤ Few APIs that could be utilized

➤ Very capable HTML5-based interface for completing surveys

➤ Can leverage the interface and functionality

DETERMINE THE PLATFORM

➤ Move past personal biases

➤ Not as simple as iOS vs. Android

➤ Win mobile, responsive, mobile frameworks

- Important, but your strategy should not start with this question

USE CASE - “HYBRID” PLATFORM

1. Started with what we could leverage

➤ HTML5 survey interface

2. Usage pattern and mobile platforms

➤ Mostly iOS, and supply iOS devices

3. Settled on a “hybrid” approach

➤ Native app

➤ Web view for the survey

➤ Native components for specific tasks

LISTEN TO YOUR USER’S NEEDS1

INCREMENTAL VALIDATION

➤ Don’t be afraid to let go of what you want

➤ Validate needs with an MVP

➤ Can be done quickly

➤ One release -> one need

➤ Mobile lets you push to specific people

- If it meets a need, it is still valuable even if it doesn’t have everything

USER INTERVIEWS ABOUT NEEDS

➤ You are not your user

➤ Understand who they are and what they need to do

➤ 3-5 users per persona

➤ Frequency of usage, specific tasks to complete

➤ What makes them “mobile”?

- Let the conversation flow naturally, don’t force it

USE CASES - THE REAL UNMET NEEDS

➤ Interviewed about 10 users for both cases

➤ #1 - Thought we needed a big app for offline use

➤ Users just needed to manage photos

➤ #2 - Thought we needed to consolidate multiple systems

➤ Needed efficiency in paper-based system

LISTEN TO THE USERS LEVERAGE WHAT YOU HAVE MARKET INFLUENCES

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