Driving Value from Mobile, Zurich

Driving value from Mobile
Widder Hotel Event
Tuesday 10th September 2013
Wednesday, 18 September 13

Agenda for the day
10:00 - Coffee and registration
10:30 - Welcome and introductions, Piers Lea
11:15 - Findings from TM Mobile Report, Laura Overton
11:45 – From inspiration to impact Part 1, Katie Hart
13:00 – Lunch
14:00 - From inspiration to impact Part 2, Katie Hart
14:50 – Coffee break
15:00 - 8 themes to improve bottom line, Ade Derbyshire-Moore
15:40 – A sneak peak at the launch of LINEstream v1.2

Mobile Learning
Results?

EADS 125 participants from 3 countries
France, Germany, UK

EADS

Big Four – Professional Services Firm
Pilot results
The UK and US pilots were a
success:
• 92% liked the mobile learning experience
(UK)
• 85% would recommend learning via
mobile to a colleague (US)
• 94 % found it easy to learn on their
Blackberries (UK)
• 85% found the learning experience to be
effective (US)
• 98% say they will talk favourably to others
about mobile learning (UK)
“I could learn via
mobile anywhere;
when sitting at the
airport, travelling
on a train or even
at the gym”

MoLE – Mobile Learning Environment Project
JKO – Joint Knowledge On-line
300 participants across 24 countries
Medical Content – Global Med-aid app.
Apple and Android; 100% access achieved

MoLE – Mobile Learning Environment Project

MoLE – ‘Liked Least’

MoLE
“The majority of both sets of users*
were ‘very confident’ about the
usefulness of mobile technologies
for training and education purposes”
*Apple and Android

Sonic
Mobile: 5 times better take-up than
‘traditional’ e-learning

6 secrets of m-learning success
Turning
mobile
learning
aspira0ons
into

reality
With
Laura
Overton
Laura@towardsmaturity
org
lauraoverton

www.towardsmaturity.org
• Why
should
mobile
capture
our
a;en0on?
• 6
secrets
of
mobile
learning
success
• A
helping
hand
to
create
your
business
case

Why is mobile capturing our
attention?

Mobile learning adoption growing

Mobile learning adoption growing
Very
early
2013
data:
5
out
of
10
Providing

mobile
devices

for
learning
4
out
of
10
Suppor0ng
BYOD
Developing
content
that
is

plaLorm
independent
3
out
of
10

Speciﬁcally
enabling

content
for
mobile
Have
a
clear
policy
around

BYOD

Why should mobile capture our attention
in learning?
9 out of 10 organisations
are looking to
integrate learning and work

What is driving m-learning
adoption?
Delivery(
Comms(
Engagement ((
Performance(
support(
• 67%(;(support(formal(
• 53%(;(as((a(pc(alterna>ve(
• 54%(;(collabora>on(
• 27%(;(User(generated(
content((
• 37%(;(support(at(point(of(
need(
• 59%%&%Using%own%devices%
• 61%%&%Increase%appeal%to%
millenials%

What is stopping us?
0% 5% 10% 15% 20%
Content-‐related
Lack
of
evidence
of
benefit
Learner
reluctance/ability
Cost
Organisation
culture
System
and
data
security
L&D
reluctance
Lack
of
management
buy-‐in
or
clear
strategy
Availability
and
diversity
of
devices
IT/Architecture

SIX SECRETS OF SUCCESS
Walking
the
walk
(not
just
talking
the
talk)

Benchmark Research
2200 organisations 3000 learners
2003/4
2008
2006
2011
2010
2012
Why
are
some
more
successful
than
others?

Benchmarking good practice

Benchmarking good practice
TM
Index

1 100
Top
Quar0leBo;om
Quar0le 3rd 2nd
TMI

1 100
Top
Quar0leBo;om
Quar0le 3rd 2nd
In
2012,
those
in
the
top
quar0le
are:
7x

more
likely
to
report:
Improved
staﬀ
mo0va0on
and
employee
engagement
Improved
talent/performance
management
Staﬀ
able
to
apply

learning
faster
Improvements
in
produc0vity

5x
more
likely
to
report:
Improved
sharing
of
good
prac0ce
within
the
business
3x
more
likely
to
report:
Improved
ability
to
prove
compliance
Improved
induc0on
processes
TMI

WHAT CAN WE LEARN FROM THE
TOP LEARNING COMPANIES?
When
it

comes
to
mobile
learning

1They embrace mobile

• 4x
more
likely
to
provide
a
device
for
learning

• 4x
more
likely
to
provide
a
device
for
learning
• 6 x more
likely
to
encourage
individuals
to
use

their
own

Mobile is just part of the mix

www.towardsmaturity.org improving the impact of learning technologies at workwww.towardsmaturity.org
• Reduced
cri0cal

incidents
• Increased
Mystery

Shopper
Scores
• Increase
in
Food
Safety

Scores
• Decrease
customer

complaints
• Supplemen0ng
face
to

face,
LMS
and
extranet

content
• Not
e-‐learning
on
a

phone
Contextual
support
at
the

point
of
need
Responding
to
constantly

changing
products
and

processes

2 Align to business priorities
Don’t
take
your
eye
oﬀ
the
ball!

Don’t
take
your
eye
oﬀ
the
ball!
Analyse

the
business

problem

before
recommending
a

solu0on

Don’t
take
your
eye
oﬀ
the
ball!
Analyse

the
business

problem

before
recommending
a

solu0on
3 ½ x

Don’t
take
your
eye
oﬀ
the
ball!
Analyse

the
business

problem

before
recommending
a

solu0on
Strategy
for
technology

enabled
learning
allows
for

changing
business
priori0es
3 ½ x

Don’t
take
your
eye
oﬀ
the
ball!
Analyse

the
business

problem

before
recommending
a

solu0on
Strategy
for
technology

enabled
learning
allows
for

changing
business
priori0es
3 ½ x
7 x

3 Understand the learning landscape
Learner
Context
Tablets
Mobile
Social

Understanding
your learners
• MATTS
compliance
training
– 90,000
soldiers
every
year
– 7
basic
modules
–
converted
to
apps
• Tests
for

ba;lefield
casualty
drills,
fitness
etc
– 80%
of
soldiers
owned
smartphones
– 30%
of
training
staff!
– Overcoming
stakeholder
resistance

Understand the learning landscape
Learner
Context
Support
systems
Social
4 x
to
understand

6 ½ x
Aware
of
how
staﬀ
use

Understand YOUR learning landscape
Learner
Context
Tablets
Mobile
Social
How
useful
is
it
to
access
resources
from
your
mobile?
45%
workers

-‐
essen0al
or
very
useful

18%

-‐
would
be
v
useful
if
I
could
Are
workers
willing
to
use
their
own
devices?
28%

use
own
devices
to
access
resources
to
help
them
do
their
job
be;er
20%
would
use
their
own
devices
if
the
right
resources
were
available
26%–
prefer
to
keep
work
and
personal
iife
separate
When
do
you
spend
most
Mme
using
work
related
apps?
48%-‐
at
the
point
where
I
need
them
most
44%
at
evenings
and
weekends

4 Support formal learning
•


• Royal
School
of
Ar0llery
• Fire
Control
Orders
• Clear
unambiguous

communica0on
essen0al
• Complement
classroom
• Immersive
exercises
on

ipad
– Pre-‐course
– Tracking
assessments
prior

to
f2f
– In
class
– Mul0user
to
link
all

h;p://www.bbc.co.uk/newsbeat/10813964

Support formal learning
7x more
likely
to
agree
L&D

staﬀ
have
skills
to
exploit
tech

for
business
advantage


Support formal learning
7x more
likely
to
agree
L&D

staﬀ
have
skills
to
exploit
tech

for
business
advantage

46x more
likely
to
train

trainers
to
use
technology
to

extend
learning
beyond
the
class

5 Enhance performance at the
point of need
• 6 ½ x
more
likely
to

offer
staff
access
to
job

aids
online

or
via
mobile
• 15 x more
likely
to
use

defined
performance

support
prac0ces
to

support
learning
transfer

aker
formal
training

• Faster
sales
and
product

cycles
• Mobile
bringing
learning

closer
to
the
point
of

sale
• Learner
determines

context
at
moment
of

need
42.42%
21.21%
3.03%
42.42%
45.45%
12.12%
To prep for a client
meeting
To respond to
customer question
To replace e-
learning
(MyUniversity)
To learn about new
products
Just curious
Other

6 Communicate and connect
5x

Help

staﬀ
locate
in
house
experts

Communicate and connect
28x

Encourage
staﬀ
to

Share
&
problem
solve

Communicate and connect
34x

Help
learners

communicate
with
each

other

Building your business case
0%# 5%# 10%# 15%# 20%# 25%# 30%# 35%# 40%# 45%# 50%#
Organisa0onal#Produc0vity#
Managers#report#business#beneﬁts#
Organisa0onal#Revenue##
Faster#applica0on#of#learning#
Peer#recommenda0on#
Pos0ve#changes#in#behaviour#
NonMobile#Users# Mobile#Users#

A checklist for success
ü Embrace
mobile
as
part
of
a
mix
ü Keep
aligned
to
business
priori0es
ü Understand
your
learning
landscape
ü Support
formal
learning
ü Enhance
performance
at
the
point
of
need
ü Communicate
and
connect

Mobile learning – 6 secrets of
success
www.towardsmaturity.org/
mobile2013
Becoming
a
top
learning

company

www.towardsmaturity.org/
lauraovertonn

Overview...
WHAT ARE WE GOING TO DO?
Getting Started with mobile design
Step 1: Deﬁne your Business Goals
Step 2: Understand your Audiences
Step 3: Visualise the context of use
Step 4: Planning your content strategy
Paper Prototyping

Start with...
A VENN DIAGRAM
AUDIENCE
CONTEXTCONTENT
“Bored now...”
“Urgent now..”
“Repetitive now..”

It’s a big jump from what we’ve done before

Large screen, keyboard, mouse
Predictable seated environment

Mobile ofﬁce, sofa surﬁng, longer session times
Variable context and environment

Difﬁcult to multi-task, design for interruption
Even more variable context and environment

On the job support
Just in time tools
and information to
be used at the point
of need.
Embedded
delivery
Getting content out
to users in a format
that’s convenient to
them.
Opportunity for learning

Myths of Mobile
68% of consumers’ smartphone use happens at home
#1 MOBILE USERS ARE ALWAYS ‘ON THE GO’
HBR
77% of mobile searches happen at home
Google
Think about long ﬂights, working in cafes, on the sofa

Myths of Mobile
Mobile drives multi-channel behaviour
#2 PEOPLE WANT LESS ON THEIR PHONES
Clear out the clutter and streamline the experience
90% of people start a task on one device and pick it up again
later on another device A List Apart

Myths of Mobile
“Tablets are the consumption juggernaut”
#3 TABLETS ARE JUST OVERSIZED MOBILES
People spend 53 minutes consuming content
It’s taking over paper, news, magazines in terms of user
experience.
Morgan Stanley

Mobile Frontier
TRAVERSING THE MOBILE FRONTIER
A world of opportunity and discovery that we are
all embarking on.
This is a process for thinking about mobile
design that will help you to create great mobile
experiences.

Your First Challenge...
DEFINE A BUSINESS NEED

Your First Challenge...
DEFINE A BUSINESS NEED
2. What is the Business
Issue you want to solve?
1. Team
Name Opportunity?
Risks?
3. Three things
you want to
achieve?

Audience
WHO ARE YOU DESIGNING YOUR APP FOR?
Develop a high-level understanding of who your
audience(s) are and what their needs are.
You can then take a deeper dive into individual
learner personas.

Audience, your challenge

Audience, your challenge
Is there a
secondary
audience?
Complete the
worksheet on
Audience
What are their
needs?
Who is your primary
audience?
What makes
them happy?
Skill
Level?

Before ! During! After!
Preparation
materials!
Checklists!
Agenda!
Support!
Reminder,
refresher!
Context
MAP THE LEARNER JOURNEY AND WHERE TO TARGET

Context, your challenge
WHAT’S THE CONTEXT OF USE?

Context, your challenge
WHAT’S THE CONTEXT OF USE?
Devices?
Location?
Urgent Now?
Bored Now?
Repetitive Now?
Secondary
activities?
Responsive?

Show us what you’ve got
PRESENT BACK YOUR MOBILE APPS TO THE GROUP
You have 5 minutes per group to present your
audience and context back to the group.
Anyone who wants to jump ship and change
tables will be welcome to during the break.

Time for a break...
What have you seen in mobile that has particularly
impressed you?

Tips for content design
CREATING CONTENT THAT STICKS
Dip in and
out
Small
Portions
Exploration Simplicity
Design for
Distraction
Make
people
happy

Navigation Styles
RETHINKING LINEAR

Navigation Styles
RETHINKING LINEAR
Russian Doll
Hub and
Spoke
Linear Bento Box

Russian Doll
BIG TO SMALL

Russian Doll
BIG TO SMALL
Big
Concepts
Small
detail

Hub and Spoke
CENTRAL, FAMILIAR HOME

Hub and Spoke
CENTRAL, FAMILIAR HOME
Central
Homepage
Content

Linear
STILL HAS A PLACE

Linear
STILL HAS A PLACE
Discrete
module
Combined
with other
styles
No dead
ends!

Bento Box
DYNAMIC AND EXPLORATIVE

Bento Box
DYNAMIC AND EXPLORATIVE
Dynamic
Dashboard
of content
Combined
with other
styles
Pick what
you want
Come back
for more

Paper Prototyping
TAKE PEN TO PAPER AND GET CREATIVE
Why do Paper
Prototyping?
Forces you to ﬁne
tune, gather
feedback, explore
the unknown, help
communicate your
idea.

Content
HOW DO YOU CREATE CONTENT THAT STICKS?
Decide between your group what type of
navigational structure you want to use. Try and
map out a high level site map for the various
sections.
Then start designing your app on paper - get
creative!

Show us what you’ve got
PRESENT BACK YOUR MOBILE APPS TO THE GROUP
You have 5 minutes per group to present your
apps back and talk us through why you have
designed it in this way.

Questions?
katie.hart@line.co.uk
@katielhart

Driving Value from Mobile, Zurich

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