A case study in mobile strategy By Matthew Martin and Christina Spencer

1. USER INSIGHTS, DATA DRIVEN DESIGN, AND
STAKEHOLDER BUY IN.
Matthew Martin
@atomaton
Christina Spencer
@c_m_spencer
#euroia
A Case Study in Mobile Strategy

2. JSTOR powers the research and learning
of 6 million users each month.
JSTOR
9300 2Kjournals
130,154,067
content accesses per year
2,000,000+
search requests per day
9million articles
2
million plant
specimens
institutions
170
countries
31Kbooks
@atomaton @c_m_spencer

3. INSTITUTIONAL
PARTICIPATION
U.S. &
CANADA
4974
LATIN AMERICA
& CARIBBEAN
728
EUROPE
2509
ASIA, AUSTRALIA
& NEW ZEALAND
1598
MIDDLE EAST,
INDIA & AFRICA
1886

4. Where do we begin?
Assertion worksheet
In Context Mobile Interviews
Qualitative Log Analysis
Experience Mapping
MOBILE
STRATEGY
@atomaton @c_m_spencer

5. A Problem well stated is a
problem half solved”
Dependencies
Impacts
Benefits
Risks
Gaps
Data
ASSERTION
WORKSHEET
“
@atomaton @c_m_spencer

6. Example
@atomaton @c_m_spencer

7. We require a deeper understanding of
the existing mobile landscape and how
current JSTOR users are interacting
with jstor.org across devices.
@atomaton @c_m_spencer

8. Digital
Natives

9. Digital
Natives

10. Digital
Natives

11. Digital
Natives

12. Jstor.org Mobile Usage

13. WHAT DOES THIS MEAN?
“We’re not like
Facebook! This
doesn’t apply to us”
“They would use
JSTOR on mobile. We
need to enhance our
mobile experience”
“Students don’t do
REAL research on
phones”
@atomaton @c_m_spencer

14. Goal:
Understand our current mobile users.
How do they use jstor.org via mobile
devices and how do these activities fit
into their larger workflows
Methods:
1. In Context Mobile Interviews
2. Qualitative Log Analysis
@atomaton @c_m_spencer

15. IN CONTEXT MOBILE INTERVIEWS
INTERCEPT SURVEY
Participants were recruited
live on jstor.org via intercept
survey
1.Those that opted in were contacted
within 30 minutes by phone for a 10
minute interview.

16. INTERVIEW QUESTIONS
@atomaton @c_m_spencer

18. Qualitative Log Analsysis:
In depth analysis of a single users actions
and workflow.
@atomaton @c_m_spencer

19. In Depth Analysis of a
single users actions
and workflow.
QUALITATIVE
LOG ANALYSIS
@atomaton @c_m_spencer

20. Location:
Mobile usage
while in
proximity of
a computer
THEMES IN
MOBILE USAGE
@atomaton @c_m_spencer
Combination
of computer
and mobile
usage
Re-Searching

21. EXPERIENCE MAP
a model of how people experience a:
• Product
• Service
• Environment
• Computer system

22. The activity of mapping builds shared
knowledge and consensus across teams
and stakeholders
@atomaton @c_m_spencer

23. PublishInformation Need AccessFind/Discover Consume &
Comprehend
Print
Find
1. Execute Query
2. Review Results
3. Refine Query
Analyze & Validate Collect & Organize Make
Re-Write
Institution Proxy
Purchase Funnel
Login/Register
Formulate Query
Need recognized
and accepted
Event
Assignment
Discover:
Serendipity Annotate
Discuss
Differentiate
Verify
Upload
Share
Tag
Save
Monitor
Ingest Deliver
Ingest Deliver
Ingest Deliver
Ingest Deliver
A
B
C
P
Download
Read
Compose
Review
Edit
"I want to know
how to cite work"
"I want to share what I
found"
"How do I copy and
paste from the content
on this site"
"What are others
doing on the platform"
"Is there related
content?"
"What article is more
relevant than the next"
"How did I get here, this
looks interesting"
"Am I going in the
right direction?"
"I want immediate
access!!"
I am going to leave
if I have to wait."
Uncertainty Optimism ConfusionFrustationDoubt Clarity Senseof Direction/ Confidence Satisfactionor Disappointment
STAGESACTIONS/TOUCHPOINTS
DEVICE
PRIORITYTHOUGHTSFEELINGS

24. Device Priority
Stage
Action/Touchpoints
Thoughts
Feelings

25. “The work is great, very fast moving, I
don’t get bored by wondering what to do
next. Plus the constant supply of food
makes it even more fun!” — QA
Implement approaches
that are technology
and device agnostic
and give users control
of where, when, and
how they interact with
our content and
servies
@atomaton @c_m_spencer

26. @atomaton @c_m_spencer

27. Matthew Martin is an
Experience Architect with
over 10 years of practice
knowledge designing for
multiple devices, websites,
and software within waterfall
and Agile working
environments
As a User Researcher
Christina Spencer, employing
a wide range of methods
enhancing understanding of
users, and the context in
which the products and
services of ITHAKA are
relevant in their lives.
@atomaton@c_m_spencer