digital experiences and the mobile customer
TRANSCRIPT
Mobile Customers & the Digital Experience
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source: NYTimes
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• ~200M iPads and iPhones sold 2013 worldwide (2x cars)
• iOS: $20B in revenue since 2008
• Touch screens
• App stores
• “Edge”, 3G, Wimax, “4G”, LTE
MOBILE IMPACT
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source: iainclaridge.co.uk
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d™ WHAT IS YOUR MOBILE STRATEGY?
source: iainclaridge.co.uk
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Source: Mashable
WHAT IS YOUR GOOGLE GLASS STRATEGY?
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d™ WHAT IS YOUR OCULUS RIFT STRATEGY?
source: theguardian.com
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There is no mobile strategy - only the strategy.
Jason Grigsby (2007)
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What is your strategy?
What do you offer customers?
What is your brand experience?
BRAND EXPERIENCE?
TARGET CUSTOMER?
STRATEGY?
WHAT IS YOUR…
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“You can practice shooting eight hours a day, but if your technique is wrong, then all you become is very good at shooting the wrong way. Get the fundamentals down and the level of everything you do will rise.”
Michael Jordan
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MOBILE IS THE MEDIUMbut the experience is much
bigger than the device.
source: sfcitizen.com
TREND IN MOBILE: NO ONE CARES ABOUT “MOBILE.”
PEOPLE WANT GOOD EXPERIENCES.
SOMETIMES THAT MEANS “APPS.”
WHY DO YOU NEED AN APP?
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Why do you need a mobile app? A.) Increase revenue through in-app advertising B.) Market through a mobile store channel C.) Competitors are on the app store! D.) Translate or augment your core offering
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Why do you need a mobile app? A.) Increase revenue through in-app advertising B.) Market through a mobile store channel C.) Competitors are on the app store! D.) Translate or augment your core offeringD.) Translate or augment your core offering
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“My advice is this: It’s ok to have your own app, but your entire mobile marketing strategy should not stop at building one. But if you are going to invest in your own app, make it something that you would want to use. No one wants to download an ad.”
Harvard Business Review
TREND IN MOBILE: NO ONE WANTS TO DOWNLOAD AN AD.
Useful
Usable Desirable
AVOIDING THE “AD APP” TRAP
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• Always On
• Local
• Personal
• Reality, Augmented
• Available
• Contextual
• Friendly
• Helpful
MOBILE IS… HOPEFULLY
• Annoying
• Creepy
• Creepy
• Dorky
POTENTIALLY
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http://estimote.com/
TARGET SPECIFIC CONTEXTS
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http://www.todaysiphone.com/2014/06/ios-8-adds-ability-scan-credit-cards/
MAKE USE OF SENSORS
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Do people use QR codes? A.) No B.) Very no C.) What’s a QR code?
TREND IN MOBILE: DON’T RELY ON QR
CODES….FOR ANYTHING.
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CONSIDER INTERRUPTION
CREATE FOCUS
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DON’T START WITH THE BUSINESS MODEL.
DON’T START WITH THE TECHNOLOGY.
START BY DEFINING THE EXPERIENCE.
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The greatest obstacle to discovery is not ignorance, but the illusion of knowledge.
Daniel Boorstin
START WITH A CUSTOMER NEEDS STUDYUnderstand what your
customers need out of your
brand.
Solution Need
Need
Need
Need
Solution
CUSTOMER NEEDS STUDIES
• Small sample sizes per customer group (if segmentation
exists) to start
• Large samples to statistically quantify findings (if possible)
• The goal: identify “unkwown observables” and establish a
depth to design from
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Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while. That's because they were able to connect experiences they've had and synthesize new things.
Steve Jobs
DOCUMENT THE CURRENT EXPERIENCE
DOCUMENTATION TECHNIQUES
• Journey maps and Atlases
• Personas or representative customer profiles
• Atomic modeling
• Customer insight report with interview results
• Deeper task analysis and further investigation
IDENTIFY AREAS OF IMPROVEMENT
DESIGN FROM DEPTH
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