User-Centered (Mobile) Device Strategy
Post on 21-May-2015
DESCRIPTIONAbstract: The present paper addresses how the rising numbers of "connected devices", especially the surge in Smartphone and Tablet use, makes it essential for any company to make very conscious choices about their "digital presence" across devices. The presentation includes an overview of the very different characteristics of the many types of mobile devices and how they relate to different User Tasks. The main takeaway from the presentation is a number of "down-to-earth" tools and check-lists that will make it easier to determine the right mix of devices and technologies for your specific users and their specific user tasks. This includes the very common question of Apps vs Mobile sites, as well as thoughts on the mobile web.
- 1. 1 18. september 2014User-Centered(Mobile) Device StrategySoeren EngelbrechtTryg Insurance DK/NO/SEUX Cambridge, September 12, 2014Det handler om at vre
2. 2 18. september 20141. Introduction Why You Should Go Mobile2. Mobile Device is a very Broad Term3. Always Focus on the User Task4. Choosing the Right Device Mix5. Web Presence Across Devices6. Mobile Apps Finding the Right Path7. Case: Tryg8. Takeaways 3. 3 18. september 2014The World is Turning Towards Mobile DevicesPreferred devices for web use in Denmark, 2013 4. 4 18. september 2014Users Acces the Web from Multiple DevicesInternet use on a daily or near-daily basisDK, 2013, TNS Gallup12-24 years25-39 years40-59 years60+ years12-24 years25-39 years40-59 years60+ years12-24 years25-39 years40-59 years60+ yearsThe digital transformation of the DanishSociety is nearing completion 67% of the population aged 15-70have a smartphone From 2012 to 2013, tablet penetrationin families with children aged 5-12 rosefrom 51% to 74% 5. 5 18. september 2014Strategy FunnelCompany StrategyDigital VisionDevice StrategyRoadmapExecution 6. 6 18. september 20141. Introduction Why You Should Go Mobile2. Mobile Device is a very Broad Term3. Always Focus on the User Task4. Choosing the Right Device Mix5. Web Presence Across Devices6. Mobile Apps Finding the Right Path7. Case: Tryg8. Takeaways 7. 7 18. september 2014Mobile Devices are Part of a Larger Ecosystem The Internet of Things means that all kinds of devices can be connected,displaying and reacting to online data Smart TVs Desktop PCs Laptop PCs Netbooks Tablets Phablets Smartphones Featurephones Cameras Glasses Watches WristbandsBeware: Many statistics only talk about Mobile Devices and do notdistinguish between Phones and Tablets 8. 8 18. september 2014Select Devices from an End-User PerspectivePC Laptop Tablet Smartphone MicrodeviceLarge screenStationaryLonger interactionFewer daily tasksShared between usersSlow start-upLonger life-timeVs.Small screenPortableShorter interactionsMany daily tasksPersonalInstant start-upShorter life-time 9. 9 18. september 2014Usage Patterns Differ Among Mobile Devices 10. 10 18. september 2014Usage Patterns Differ Among Mobile Devices 11. 11 18. september 2014Functionality Across DevicesGeneral use Situation-specific usePCs / laptops Tablets Smartphones MicrodevicesWebsite: FullfunctionalityWebsite:Fullfunctio-nalityTabletApps:Subsetoffunctio-nalityMobile Apps:Select functionalityMobile Web:Subset offunctionalityMicro-Apps:MinimalfunctionalityMessaging:Specific tasks 12. 12 18. september 2014Cross-Device Ecosystems 13. 13 18. september 20141. Introduction Why You Should Go Mobile2. Mobile Device is a very Broad Term3. Always Focus on the User Task4. Choosing the Right Device Mix5. Web Presence Across Devices6. Mobile Apps Finding the Right Path7. Case: Tryg8. Takeaways 14. 14 18. september 2014Quiz: What do these two People have in Common ??Answer: Both of them make money from building websitesMark, 30, United States Rosa, 68, DenmarkBe very careful about targeting your online device presence usingclassical age, gender, education, income, or zip code segments 15. Question #2: What can you offer tohelp them achieve their goal ??15 18. september 2014Focus on Usage Rather than User SegmentsQuestion #1: What are your userstrying to accomplish ??Mobile First (Wroblewski) is useful for determining primaryUser Tasks, even if your primary platform is not mobile 16. 16 18. september 2014Both Apps and Websites are Tools for the UserThe main difference is that an App is a piece of software that you install onyour 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 aweb visit involves less commitment, and an App offers an immersedexperience with more tools/features available An App is also permanently visible on the users desktopTwo 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% 17. 17 18. september 2014Is your Presence with the User Strong Enough ?? 18. 18 18. september 2014Public Service: Municipality AppsAndroid installs:10-50Android installs:10-50Android installs:10-50Android installs:500-1.000 19. 19 18. september 20141. Introduction Why You Should Go Mobile2. Mobile Device is a very Broad Term3. Always Focus on the User Task4. Choosing the Right Device Mix5. Web Presence Across Devices6. Mobile Apps Finding the Right Path7. Case: Tryg8. Takeaways 20. 20 18. september 2014Check-List for Choosing a Device/Technology Mix 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 alarger 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 Internetconnection or none at all ?? Is device-specific hardware relevant ??(GPS, camera, webcam, motion sensor,barcode scanning, text messaging) Is a touch interface augmental ordetrimental 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 InvolvementTechnology Physical Setting(s) 21. 21 18. september 2014SimpleUser TaskComplexUser TaskHigh involvementand/or frequencyLow involvementand/or frequencySolution: Large ScreenApp, e.g., MS WordSolution: Small screenApp, e.g., Yahoo WeatherSolution: Large Screenwebsite, e.g., Dell.comSolution: Small Screenwebsite, e.g., m.ikea.dkUser-Task-Based Choice of Device and TechnologyUser Task: Write ahistoric novelUser Task: Will it raintomorrow ??User Task: Buy a tailor-madecomputerUser Task: Is IKEA opentoday ?? 22. 22 18. september 2014Multi-Device Service Matrix An Example 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 remotelyWebWebAppWebAppSMSPre-sale Purchase Daily use Service 23. 23 18. september 20141. Introduction Why You Should Go Mobile2. Mobile Device is a very Broad Term3. Always Focus on the User Task4. Choosing the Right Device Mix5. Web Presence Across Devices6. Mobile Apps Finding the Right Path7. Case: Tryg8. Takeaways 24. 24 18. september 2014Screen Sizes Range from 3-80 inchesSmart TV PC Laptop Tablet SmartphoneLarge Screen Small Screenbut what if you take viewing distance into account ?? 25. 25 18. september 2014Responsive Solves a lot of Problems, but Consider, if your particular site really warrants numerous visualpresentation modes Should your content be responsive, too ?? Are your functional elements easily made responsive ?? Are theyrelevant at all for Small Screen use ?? 26. 26 18. september 2014Where are your Web Users Coming From ??Get to know the current device mix of your users, thendetermine the relevant User Tasks for each web device 27. 27 18. september 20141. Introduction Why You Should Go Mobile2. Mobile Device is a very Broad Term3. Always Focus on the User Task4. Choosing the Right Device Mix5. Web Presence Across Devices6. Mobile Apps Finding the Right Path7. Case: Tryg8. Takeaways 28. 28 18. september 2014Competition is FierceThe 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 understandOct, 2013 29. 29 18. september 2014Considerations to Make If you believe that an App is the right solution to a User task, there arenumerous important considerations to make.For customers onlyProduct/Company focusPaid up-frontPhone or Tablet onlyNative AppIOS and AndroidSingle AppVs.Useful for everyoneCustomer focus (Branded Utility)Free / FreemiumPhone and TabletHTML5 (or hybrid)Even more platformsMultiple Apps 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 andusefulness of your App in a single sentence (and the user should be able to dothe same to his friends) Case in point: Single App vs Multiple Apps 30. 30 18. september 2014Mobile: Different Tools for Different Purposes 31. Mobile: Different Tools for Different Purposes31 18. september 2014The important point is not who built the tool, but the usefulness as atool for a certain group of people in specific situations 32. 32 18. september 2014Microsoft also has a Multi-App Strategy 33. Apple33 18. september 2014Out-of-the-Box, an iPhone does not Look like this 34. 34 18. september 2014...but like this :-) 35. 35 18. september 2014Success Story: MobilePay Separate App with a purpose that is easyto communicate: This App makes it easyfor you to transfer small amounts to yourfriends on the spot Part of Danske Banks 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 largeDanske Bank Customer-only App 36. 36 18. september 2014Success Story: AidCube Dedicated training tool for (elderly)people with KOL Smokers Lungs Each patient is given a 7 Android tabletfor tracking excercise activity at home Benefits: Higher activity level, better datafor evaluating progress, reduced cost Feedback: A very user-friendly devicethat motivates users just by lying aroundon the coffee-table Medical staff use regular PCs for follow-up 37. 37 18. september 2014Success Story: Tryg p Rejse Separate App with a purpose that is easyto communicate: If you travel, you needthis 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 38. 38 18. september 20141. Introduction Why You Should Go Mobile2. Mobile Device is a very Broad Term3. Always Focus on the User Task4. Choosing the Right Device Mix5. Web Presence Across Devices6. Mobile Apps Finding the Right Path7. Case: Tryg8. Takeaways 39. 39 18. september 2014Current Tryg Device PresencePCs / laptops Tablets Smartphones Microdevices 40. 40 18. september 2014Web Traffic Across DevicesFact #1: Since late 2011, mobile deviceuse on Tryg.dk has quadrupledFact #2:Large Screen use is still closeto 90% and hasnt changed much latelyConsider: Will device growth alone be enough to shift morecustomers towards mobile devices ?? What else contributes ?? 41. 41 18. september 2014Examples of Functional Web Pages These forms are not part of the Tryg CMS and reside on an older platform,which is heavily integrated with our Core SystemsRequest OfferWorks wellWorks wellLarge Screen view isvery difficult to useMy PageWorks, but usersurveys reveal thatnot enough data areavailableNot available onTablets until late 2014Not available onPhones until late2014. Large Screenview will be verydifficult to useFile a ClaimWorks, but too manyquestions reduce thecompletion rateUser testing revealedtechnical issues oniPadsNot available onMobile Site. LargeScreen view wouldbe very difficult to use 42. Triple-Track Development42 18. september 2014Full Site: PC / TabletMobile Site: PhonesResponsive webMobile Site 2.0CMS upgradeImproving My Page, claims reporting, sales flow, etc.Tryg p RejseApp #2App #3IntegrationIntegrationWebContentAppsWebFunctionality 43. 43 18. september 20141. Introduction Why You Should Go Mobile2. Mobile Device is a very Broad Term3. Always Focus on the User Task4. Choosing the Right Device Mix5. Web Presence Across Devices6. Mobile Apps Finding the Right Path7. Case: Tryg8. Takeaways 44. 44 18. september 2014Takeaways1. Your users have already gone mobile you should do so, too2. Get to know the different device types and what they offer3. Always focus on the user task4. Consciously choose the right Device Mix for your company(that is, for your users and their tasks)5. Make sure that your website offers the right experience acrossscreen sizes6. Build simple Apps that exploit the unique device capabilities7. Build your device ecosystem from a holistic perspective dontforget the Good old PC 45. 45 18. september 2014e-mail: Soeren.Engelbrecht@tryg.dkSocial: #TrygThis presentation: slideshare.net/imageproOr just talk to me in person here at UX Cambridge :-)Questions ??