user-centered (mobile) device strategy - danske...

User-Centered(Mobile) Device Strategy28 January 2016 – Søren Engelbrecht, Mobile App Manager

In 2016, Devices are Abundant

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• ”The Internet of Things” means that all kinds of devices can be connected, displaying and reacting to online data

• Smart TV’s

• Desktop PC’s

• Laptop PC’s

• Netbooks

• Tablets

• Phablets

• Smartphones

• Featurephones

• Cameras

• Glasses

• Watches

• Wristbands

Beware: Many statistics only talk about ”Mobile Devices” and do not distinguish between Phones and Tablets

The Strategy Funnel

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Company Strategy

Digital Vision

Device Strategy

Roadmap

Execution

Mobility Vision and Strategy

page 4

Vision

Strategy

IT will collaborate with BUs to analyze current processes, identify pain points, and craft digital solutions to alleviate those pains, thereby adding business value.

Mobile Devices and Apps will enable our colleagues and business partners to work smarter and faster across place, time, and context.

Facing The Device Ecosystem

Draft: Mobile App Development Process | page 5

Thinking Across Devices

Laptop Smartphone MicrodevicePC Tablet

Large screen

Stationary

Longer interaction

Complex applications

Fewer daily tasks

Shared between users

Slow start-up

Longer life-time

Content production

Vs.

Small screen

Portable

Shorter interactions

Simple applications

Many daily tasks

Personal

Instant start-up

Shorter life-time

Content consumption

The Web is Acessed from Multiple Devices

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Internet use on a daily or near-daily basisDK, 2013, TNS Gallup

12-24 years

25-39 years

40-59 years

60+ years

12-24 years

25-39 years

40-59 years

60+ years

12-24 years

25-39 years

40-59 years

60+ years

The digital transformation of the Danish Society is nearing completion

• By the end of 2013, 67% of the population aged 15-70 had a smartphone

• From 2012 to 2013, tablet penetration in families with children aged 5-12 rose from 51% to 74%

• From 2013 to 2014, tablet penetration for age 60+ rose from 23% to 42%

Usage Patterns Differ Among Devices

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Usage Patterns Differ Among Devices

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Devices and Platforms work Together

Mobile devices can intelligently filter existing information and present a relevant subset to the user, depending on the context, e.g., time, location, activity, or user profile

Different devices might use different platforms, i.e., web and/or Apps

The Key: Offering Relevant Tools for the User Task/Process


Focus on ”Usage” Rather than ”User Segments”

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Question #2: What can you offer to

help them achieve their goal ??

Question #1: What are your users

trying to accomplish ??

”Mobile First” (Wroblewski) is useful for determining primary

User Tasks, even if your primary platform is not mobile

Both Apps and Websites are Tools

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The main difference is that an App is a piece of software that you install on your device (Phone, Tablet, PC), while a website is a place that you visit

• Conversely, there is a high(er) potential for retention in an App, since a

web visit involves less commitment, and an App offers an immersed

experience with more tools/features available

• An App is also permanently visible on the user’s desktop

Two tablet apps for accessing information about Ford Cars

• A website can be accessed from any browser, while an App requiresattention, perceived relevance, installation, and use to be successful

• Remember: The ”installed base” for your new App is always zero, whilebrowsers are at 100%

Is your User Relation Strong Enough ??

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Public Service: Municipality Apps

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Android installs:

10-50

Android installs:

10-50

Android installs:

10-50

Android installs:

500-1.000

Source: Google Play, April, 2014

Mobile Apps:Finding the Right Path


Competition is Fierce

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Oct, 2013

The user is willing to install an App, if:

• It is perceived as relevant

• It can quickly solve a task or a problem

• It promises long-term value

• It is focused and easy to understand

Considerations to Make

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• If you believe that an App is the right solution to a User task, there are numerous important considerations to make.

• The ”correct” answer to these questions will differ from company to company, depending on products, customer base, technical platform, and user mindset

• The aim is to make the user go ”That App is really brilliant – I want that !!”

• A key issue here is simplicity – you must be able to convey the purpose and usefulness of your App in a single sentence (and the user should be able to do the same to his friends)

• Case in point: Single App vs Multiple Apps

For customers only

Product/Company focus

Paid up-front

Phone or Tablet only

Native App

IOS and Android

Single App

Useful for everyone

Customer focus (Branded Utility)

Free / Freemium

Phone and Tablet

HTML5 (or hybrid)

Even more platforms

Multiple Apps

Vs.

Different Tools for Different Purposes

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Different Tools for Different Purposes

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The important point is not who built the tool, but the usefulness as a

tool for a certain group of people in specific situations

Microsoft also has a Multi-App Strategy…

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An iPhone does not Look like this…

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Apple

...but like this :-)

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Success Story: MobilePay

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• Separate App with a purpose that is easy to communicate: ”This App makes it easy for you to transfer small amounts to your friends on the spot”

• Part of Danske Bank’s Multi-App strategy

• 1.000.000+ downloads

• Obvious case for Mobile Phone use

• A ”Branded Utility” available to anyone –regardless of their bank

• Not hidden in a small corner of a large ”Danske Bank” Customer-only App

Success Story: AidCube

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• Dedicated training tool for (elderly) people with ”KOL” – Smoker’s Lungs

• Each patient is given a 7” Android tablet for tracking excercise activity at home

• Benefits: Higher activity level, better data for evaluating progress, reduced cost

• Feedback: A very user-friendly device that motivates users just by lying around on the coffee-table

• Medical staff use regular PCs for follow-up

Success Story: ”Tryg på Rejse”

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• Separate App with a purpose that is easy to communicate: ”If you travel, you need this App”

• Obvious case for Mobile Phone use

• A ”Branded Utility” available to anyone –regardless of their insurance company

• Key features work off-line

• Available in DK, NO, and SE

• Six-figure downloads

• Massive press coverage

Platform Choice: Methodology and Cases


Platform Choice – Check-list

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• Quick answer to a simple question ??

• Expected time to solve – short or long ??

• Amount of reading required

• Amount of filling-out to do

• Does the user task fit naturally into a larger theme ??

• Does the User Task involve (subjectively) important decisions ??

• Interaction Frequency: Daily, frequently, intensive for a short period, rarely ??

• Relation: Customer, potential customer, employee ??

• Expected number of users

• How hard are potential users to reach ??

• Where will the user typically be ??

• Will he need to move around ??

• Will he have a steady, high-speed Internet connection – or none at all ??

• Is device-specific hardware relevant ?? (GPS, camera, webcam, motion sensor, barcode scanning, RFID, text messaging)

• Is a touch interface augmental or detrimental to the UX ??

• ”Market Standard” is IOS and Android –should we move beyond that ??

• Are any devices or technologies excluded, e.g., Java on Tablets ??

Type of User Task Level of User Involvement

Physical Setting(s)Technology

Platform Choice – User Task Approach

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SimpleUser Task

ComplexUser Task

High interaction frequency

Low interaction frequency

Solution: Large Screen App, e.g., MS Word

Solution: Small screen App, e.g., Yahoo Weather

Solution: Large Screen website, e.g., Dell.com

Solution: Small Screen website, e.g., m.ikea.dk

User Task: Write a historic novel

User Task: Will it rain tomorrow ??

User Task: Buy a tailor-made computer

User Task: Is IKEA open today ??


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• A (fictional) company sells heating systems for energy-optimizing private homes

• Target group is the home-owners, who make the purchase decision

• The heating system can be controlled remotely

Pre-sale Purchase Daily use Service

Web

Web

App

Web

App

SMS

App

SMS

Primary platform

Secondary platform


Example: An employee in a major electronics company uses his own car in the service of the company on a weekly basis. He will be refunded per kilometre driven

Global finance system: A complex mainframe App

used by finance staffRelevant parts of the system are available (in a simplified form) on employee laptops via the Intranet

The feature “report mileage for refund” is implemented in a phone App that is able to

measure and report the mileage based on the GPS in the device

and intelligent / adaptive interfaces to the mainframe

Start Stop

Your distance:

17 km

Confirm & Report


+

Conclusions


Takeaways

1. Get to know the different device types and what they offer

2. Always focus on the user task

3. Consciously choose the right Device Mix for your company: Where can Digital/Mobile solutions support user tasks and processes ??

4. Exploit the unique device capabilities

5. Build simple Apps that are easy to understand and communicate

6. Build your device ecosystem from a holistic perspective –don’t forget the PC

Thank You for Your Attention

e-mail: [email protected]

Phone: (+45) 21 84 00 00

…or just talk to me here at App Day :-)?

user-centered (mobile) device strategy - danske...

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