As the digital landscape continues to evolve, mobile is emerging as the next big initiative for many companies. How can you make mobile work for your business or your clients? What does having a digital strategy mean today? Why is mobile about more than the devices we use? What affect will  new mobile devices have on social media? In our rapidly changing world concepts like "mobile" and "social media" won't matter. It will be more important to understand how our use of and interaction with digital technology has changed. For the next wave of Internet users, mobile will be their first - and for many, their only - “web” experience. They will want to interact with products and services when they want to and how they want to—and that's not always on your website.

1. TAPPWORTHY
A framework for moving your mobile strategy beyond iPhone & iPad
#makeittapp @themoleskin

2. How do people get started with mobile?
A mobile story

3. This won’t be tactical -­ principles & insights
This is part of a longer 3-­hour workshop
We will cover a lot of ground
We love psychology & people
How do people get started with mobile?
A mobile story

6. NOW!
GET ME A MOBILE APPLICATION

9. THINK DIFFERENTLY.

11. THE
TECHNOLOGY
CYCLE DOESN’T
WORK THIS WAY

12. THE
TECHNOLOGY
CYCLE DOESN’T
WORK THIS WAY
Effectively

13. MOBILE DOESN’T FIT THE TRADITIONAL
TECHNOLOGY &
MARKETING
PROBLEM SOLVING
MINDSET

14. Mobile Lesson 1:
IT’S EASY WHEN YOU
UNDERSTAND
CONSUMER
MOTIVATION
DON’T START WITH THE WRONG
QUESTION

17. AR TW ITH
ST WH AT
W HY ..NOT

18. WHAT ARE THE KEYS TO SUCCESSFUL
MOBILE SOLUTIONS
WHEN USERS ARE LIKELY TO BE
INTRINSICALLY MOTIVATED
NOT BY TECHNOLOGY

19. WHAT ARE THE KEYS TO SUCCESSFUL
MOBILE SOLUTIONS
WHEN USERS ARE LIKELY TO BE
INTRINSICALLY MOTIVATED
NOT BY TECHNOLOGY

20. SOLVE PROBLEMS
DON’T JUST CREATE
ARTIFACTS
Solving problems is not necessarily a how or
what problem (how to build stuff), more
and more it’s a why problem(what should
we build and why). We have to be able to
create things that are about creating
experiences that are relevant to people.
When you don’t ask “why”, you run the risk
of creating an “artifact” that is stripped of
relevance for the user.

21. TECHNOLOGY
PREDATES SCIENCE
& ENGINEERING
It’s the embodiment of our ability as humans to produce
practical repeatable results. We build machines and
procedures to simplify the problem solving process.

22. WE BUILD SOLUTIONS
FOR PEOPLE

23. WE BUILD SOLUTIONS
WE DON’T ALWAYS
FOR PEOPLE
TREAT USERS AS PEOPLE

24. IT’S NOT JUST DEMOGRAPHICS
PAY ATTENTION TO THE THINGS THAT REALLY MATTER

25. THIS GUY’s INDIVIDUAL CONCERNS ARE MORE
IMPORTANT THAN YOU THINK.
IT’S NOT JUST DEMOGRAPHICS
PAY ATTENTION TO THE THINGS THAT REALLY MATTER

26. IT’S NOT JUST DEMOGRAPHICS
PAY ATTENTION TO THE THINGS THAT REALLY MATTER

27. QUALITATIVE INSIGHTS
GIVE US GUIDANCE FOR BRIDGING THE GAP FOR OTHERS

28. What's Happening?
During this phase we perform a series of activities
designed to create a comprehensive understanding of
the issue, its impact, what we know and need to know
about its dynamics and causes, who influence it and
who may affect it, and what the future would be like if
the ideal solution is created.
What's Success?
During this phase we define the “soft” criteria by
creating a richly detailed vision of the future and the
What's The Solution
Final work statements and summaries created
“hard” criteria by establishing success criteria and
expected user story outcomes.
What's The Challenge What's The Answer
During this phase we define the “soft” criteria by
During this phase we test assumptions by creating and
creating a richly detailed vision of the future and the
testing prototypes and investigating possible
“hard” criteria by establishing success criteria and
technology solutions
expected user story outcomes.

29. Starting challenge:
HOW CAN MOBILE GET
STUDENTS
TO PAY BILLS
THIS IS OK, BUT IT’S PROVIDER
FOCUSED.

30. A better challenge:
HOW MIGHT WE PROVIDE
STUDENTS &
THEIR SUPPORTERS
RESOURCES THAT MAKE
MANAGING SCHOOL RELATED
FINANCES SIMPLE?
MUCH BETTER

31. WHAT CAN QUALITATIVE DATA TELL US?
INTERACTIVE VIDEO

32. WHAT CAN QUALITATIVE DATA TELL US?
INTERACTIVE VIDEO

33. Mobile Lesson 2:
YES, WE KNOW
MOBILE
MATTERS
BUT WHY DOES IT?
THE STATISTICS DON’T MEAN AS
MUCH AS THE STORY THEY TELL

35. DEMOGRAPHICS WITH IMPACT
THERE IS ALWAYS A STORY THERE.

36. MOBILE
EXTENDS
DESKTOP
EXPERIENCES

37. MOBILE
EXTENDS
DESKTOP
EXPERIENCES
81% 68% 48% 77%
BROWSED APPED WATCHED SEARCHED

38. IT’S NOT JUST ABOUT MOBILE ON THE GO
AT HOME
93%
ON THE GO
87%
IN A STORE
77%
RESTAURANT
73%
WORK
72%
SOCIAL GATHERING
66%
CAFE
54%
AIRPORT
53%
93% LIBRARY
32%
SCHOOL
AT HOME 29%

39. MOBILE ENABLES ACCESS TO OTHER MEDIA
IN CONTEXT
LISTEN TO
MUSIC
44%
WATCH TV
READ A BOOK
33%
16%
72%
READ NEWS INTERNET
22% 29%
PLAY GAMES
22%

40. Mobile Lesson 3:
UNDERSTAND HOW THE
TECHNOLOGY
CURVES
AFFECT CONSUMER EXPECTATIONS
#mobiletrends

41. ITS NOT JUST ABOUT
Entertain
DEVICE
Product Service Mobile is about more
Fulfillment Fulfillment
than the phone.
Mobile is just a
reference to an
emerging eco-system
Mobile of solutions, that
drive interaction
through engagement
not impressions.
Research &
Shopping Communicate
Community

42. GIVE MEANING
TO THE TECHNOLOGY
CAMERA
GPS
BLUETOOTH
GAME MECHANICS
TOUCH

43. GIVE MEANING
TO THE TECHNOLOGY
CAMERA SENSE + RECORD
GPS LOCATION AWARE
BLUETOOTH REMOTE CONTROL
GAME MECHANICS ENTERTAINMENT
TOUCH SENSE + PHYSICAL

44. NEW MOBILE USER
EXPECTATIONS
SOCIAL ALWAYS ON SPIME AWARE CONTEXT AWARE
COLLABORATION INSTANT ACCESS SPACE + TIME WHAT AM I DOING
PC EXTENSION PHONE? CONTROL HAVE SOME FUN
COMPUTING+ MOBILE EVERYTHING ENVIRONMENT ACCESS ENTERTAINMENT

45. Market Business
Desirability Viability
Technical
Feasibility

46. Why Should
You Do It?
How Should
You Do It?
What Should
You Do?

47. Mobile Lesson 4:
THE BASIC COMPONENTS OF
MOBILE STRATEGY
SOLUTIONS
TECHNOLOGY
ASPIRATION
EXECUTION
PEOPLE

48. PEOPLE STRATEGY
WHO ARE YOU BUILDING FOR AND WHY?
SOLUTIONS
TECHNOLOGY
ASPIRATION
PEOPLE EXECUTION

49. AUDIENCE STRATEGY
UNDERSTANDING MOBILE PERSONAS
MOBILE ADDICTED SOCIAL MOBILE
FIRST DEVOTEE ANIMAL LIFESTYLE
“Mobile is “I love my “I love social “I use mobile
my primary mobile interaction & to solve
access point” technology” connection” problems”

50. AUDIENCE STRATEGY
WHO ARE WE ADDRESSING
Lisa Donelson James Simon Sarah Barnes Kyle Masterson
Title Department Title Major Title Major Title Major
Student Advisor Student Aid High School Grad Engineering Junior Marketing Grad Student History
Company Location School Location School Location School Location
University of Houston Houston, TX SMU Dallas, TX Boston College Boston, MA Indiana University Boston, MA
Internet Usage Internet Usage Internet Usage Internet Usage
Mobile Usage Mobile Usage Mobile Usage Mobile Usage
Technology Knowledge Financial Knowledge Financial Knowledge Financial Knowledge
Learning Orientation Financial Awareness Financial Awareness Financial Awareness
Lisa Says: James Says: Sarah Kyle Says:
I have learned a lot in my time here. I am pretty excited about going to They don’t tell me anything I don’t What now? My parents haven’t helped
I really would like use that to help school. My parents gave me advice but I already know. I say ,“I need more in a while. I still have a lot to pay for and
students undesrstand their financial aid. don’t think I will need it. It’s been so long money” . They say “Take out another I’m not sure how I will pay it back.
since they were in school. loan”. Thanks! that helps...
The Advisor High School Grad Undergraduate Graduate

51. ASPIRATIONS
WHAT ARE THEY TRYING TO ACCOMPLISH
SOLUTIONS
TECHNOLOGY
ASPIRATION
PEOPLE EXECUTION

52. AUDIENCE STRATEGY
MOBILE USE CONTINUUMS
How often will it be used?
INFREQUENT REPETITIVE
USE USE
What will it be used for?
USED FOR USED FOR
UTILITY ENTERTAINMENT
How important is task completion
URGENT NON-CRITICAL
TASK TASK

53. AUDIENCE STRATEGY
FINDING EMPATHY FOR NEEDS
What do users think/feel? What do users see?
Inner working of their mind View of their environment
• What is really important to them? • What does it look like?
• What drives them? •Who surrounds them?
• What worries them? •Who are their friends?
• Describe their aspirations •What causes are they exposed to?
•What problems do they encounter?
USERS
What do users hear? What do users experience?
What happens to them
Influence of the environment
•What do friends or family say? •What do they do?
•Who influences them and how? •What is their experience?
•Who communication methods are used?

54. When You... The Customer.... Chaione can innovate by... Examples
Determine their goals Simplifying planning Weight Watchers streamlines diet planning by offering a
1: Define
and plan resources. system that doesn’t require calorie counting.
Gather items and Making required inputs easier to U-Haul provides customers with prepackaged moving kits
information needed to gather and ensuring they’re containing the number and type of boxes required for a
2: Location do the job. available when and where needed. move.
Set-up the environment Make set-up less difficult and Bosch added adjustable levers to its circular saw to
to do the job creating guides to ensure proper accommodate common bevel angles used by roofers to cut
3: Prepare set-up of the work area. wood.
Verify that they are Giving customers information they ProfitLogic merchandising optimization software confirms
4: Confirm ready to perform the need to confirm readiness. optimal timing and level of a store’s markdowns for each
job. product.
Carry out the job Preventing problems or delays. Kimberly-Clark’s Patient Warming System automatically
circulates heated water through the thermal pads placed
5: Execute on surgery patients to maintain their normal body
temperature during surgery.
Assess whether the job Linking monitoring with improved Nike makes a running shoe containing a sensor that
6: Monitor is being successfully execution communicates audio feedback about time, distance, pace
executed. and calories burned to an iPod worn by the runner.
Make alterations to Reducing the need to make Microsoft’s auto downloads/installs OS to remove hassle
improve execution alterations and the number of for computer users. People don’t have to determine which
7: Modify alterations needed. updates are necessary, find them updates, or ensure the
updates are compatible.
Finish the job or prepare Designing products that simplify 3M makes a wound dressing that stretches and adheres
to repeat it the process of concluding the job. only to itself - not to patient’s skin or sutures. Offers a
8: Conclude way for medical personnel to secure dressing at the
conclusion of treatment and remove them after a wound
has healed.

55. SOLUTION
WHAT SHOULD YOU BUILD?
SOLUTIONS
TECHNOLOGY
ASPIRATION
PEOPLE EXECUTION

56. HOW TO PICK
THE RIGHT FEATURES
IDEA: CORE ACTIONS
WHAT DOES THAT APP NEED TO DO?
A core action could be something like a check-in or
completing a form. Think of core actions as things the
user must take action on or manipulate.
Tip: Try thinking of your core actions as nouns and then
pair them with a verb.

57. HOW TO PICK
THE RIGHT FEATURES
IDEA: SUPPORT ACTIONS
HOW DO YOU SUPPORT ACTIONS?
Supporting actions are “attributes”, “sub task” or
“content” that are necessary for the user to complete the
tasks associated with the core action.

58. RECOGNIZE
GOOD AND BAD
PATTERNS
GOOD PATTERNS
Good patterns are those that are
created to help us to get work done
faster and more effectively.
BAD PATTERNS
Patterns that are assumed or
ignored because we don’t
understand patterns of behavior.

60. SOLUTION
WHAT SHOULD YOU BUILD?
SOLUTIONS
TECHNOLOGY
ASPIRATION
PEOPLE EXECUTION

61. HOW TO PICK
THE RIGHT TECHNOLOGY
IDEA: TECH IN PERSPECTIVE
WHAT TECH & PLATFORMS TO USE?
What’s the business reason & model?
What are the goals of your users?
What are the required core actions?
How will mobile affect usage?
What skills & resources do you have?
Do you understand the balance between native & web?

62. EXECUTION
NEXT STEPS & EXISTING SYSTEMS
SOLUTIONS
TECHNOLOGY
ASPIRATION
PEOPLE EXECUTION

63. EXECUTION STRATEGY
6 L.E.V.E.R.S. OF EXECUTION
Learn From Your Customer (Observational) - Watch them, learn from
L them and solve their "jobs to be done"
Ever-Active providers win (Accessible) - More than open standards, Be
E easier, Be everywhere, Be always on
Value Customer Experience (Experience) - Experience matters. Make
V them fell like they are a market unit of one.
Engage them where it matters (Engagement) - Engage them with
E content that matters when and where it matters.
Re-connect & Connect with People (Community & Social) - Reach out
R and connect with the people who matter most.
Share the burden (Collaboration) - How do you use the power of your
S network to create new opportunities for your company.

64. GETTING STARTED
ON THE RIGHT TRACK
What type of experience (Mobile First, Content, Application,
Entertainment)?
Do I understand the personas that I am targeting?
Am I avoiding miniaturizing my main website?
Have I created a focused list of goals, user stories and
features?
Do I know whether I need a mobile website, mobile app or
other solution?
Is the strategy aligned with company strategy?
Do I have the team needed to create a complete solution?
Do I know what devices I need to target?

65. THANK YOU!
Kelsey Ruger
Vice President Design & Innovation
kelsey.ruger@chaione.com
@themoleskin
Interested?