driving value from mobile - katie hart & steve barden

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© LINE Communications 2013

Driving value from mobile

Royal Institution EventTuesday 2nd July 2013

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© LINE Communications 2013

Agenda for the day

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, Steve Barden 15:40 – Wrap up, Piers Lea

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Mobile Learning

Results?

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EADS125 participants from 3 countries

France, Germany, UK

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EADS

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EADS

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EADS

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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

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MoLE

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MoLE – ‘liked least’

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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

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Sonic

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

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From Inspiration to Impact

Designing mobile experiences that get results

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From Inspiration to impact

Context  

Content Users 

“bored now”

“repetitive now”

“urgent now”

Google (2007)

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Workshop plan

• Overview and myths

• Define your business goals

• Task 1: Audience

• Task 2: Context

• Present back to the group

• Lunch

• Task 3: Content

• Present back to the group

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© LINE Communications 2013

Seated, predictable environment

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

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© LINE Communications 2013

Seated, predictable environment

Large screen, keyboard and mouse for input

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Variable context and environment

Larger screen size, longer session time, more immersive tasks

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Variable context and environment

User interface takes up entire screen, difficult to multi-task.

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On the job support

Providing just in time training and support to end users in all situations

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Checklists and job aids

Providing sales support and tools to end users when they need it most

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Mobile Myth #1

Mobile is not just “on the go”.

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“On the go” not always quick access

Providing rich immersive experiences for much longer session times on tablets

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Mobile Myth #2

People want less on their phones

than on the desktop

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Users don’t want cut down content

It’s more a case of shifting the priorities of the content to suit its context

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Mobile Myth #2

Tablets are just oversized mobile

devices or smaller PC’s

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“Tablets are a content consumption juggernaut”

Creating a new behaviour entirely with much longer session times. Tablets replace paper (books, news, etc.)

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© LINE Communications 2013

Your Challenge

Discuss a business need or issue you think mobile can help to

solve

What is the opportunity?

What do you hope to achieve?

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© LINE Communications 2013

Task 1: Audience

Who is your audience? What do they need? What

motivates them?

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Name: James Dylan Age: 28Job Title: AnalystLocation: LondonTechnical comfort: Frequent user

Background: Worked at the firm for 3 years

What makes him happy? Making the most of every minute

What will frustrate him? Wasting his time

How can you help him? Providing podcasts he can listen to in the gym

Take Away

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Task 2: Context

Place. Mindset. Cultural.

What else are they doing?

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Context Mapping

Before

During After

Prep

arat

ion

m

ater

ials

Che

cklis

ts

Age

nda

Supp

ort

Rem

inde

r, refr

eshe

r

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© LINE Communications 2013

Task 3: Content

Content transformation or creation? What makes good

content? What type of content does it need to be?

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Tips for content design

Dip in and out Small Portions

Exploration Simplicity

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© LINE Communications 2013

Navigation styles

Russian Doll

Hub and Spoke

Linear Bento Box

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Russian Doll

Big Concepts to small details

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Hub and Spoke

Central Homepage linking out to content pages

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Linear

Discrete module user goes from start to finish

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Bento Box

Dynamic dashboard User can explore whatever they

fancy

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© LINE Communications 2013

Paper Prototyping

Why do paper prototyping?

Forces decision making

Help communicate and fine tune

Gather Feedback

Explore unknowns

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© LINE Communications 2013

Challenges and opportunities

What are the business challenges and barriers to mobile delivery today?

What are the risks?

What are the known unknowns?

Are there any new opportunities that we have learnt from today?

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Driving value from mobile:Getting the strategy right

The Royal Institution Steve.Barden@LINE.co.uk

2nd July 2013

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What have we learned today?

1. What has been your most significant insight?

2. What are the implications for your organisation?

3. What will you do next?

Three questions? ? How would you define the learning culture of your

organisation?

And one more…

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Mobile culture – have you got one?

Do you have a policy for BYOD?

Do you have processes to convert / develop, publish, secure, distribute and track content for mobile devices?

Is your IT department supportive?

Do you include mobile in your blended learning?

Are your L&D and mobile systems integrated?

Do you differentiate between tablet and smartphone?

All this and more…

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What is the right strategy?

It should:

Integrate with existing communications, performance support and learning initiatives

Ensure a scalable solution to create, manage and distribute content securely across the enterprise

Work for today’s and tomorrow’s: Devices Audience Systems Infrastructure

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What is the right strategy?

1. Use cases

2. UX design

3. Content management

4. Knowledge management

5. Security

6. Device types

7. Integration

8. Distribution

It must define:

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Why do you want mobile?

Business requirement? User demand?

What are the best ways to use mobile?  How can we make sure our mobile solutions work for the

target audience? 

How do we manage our intellectual property?

Do we get the right capabilities in place to deliver it? 

How will we determine success? 

Need to answer some key questions:

Tech interest? Media Hype?

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Define the business need

Benefit?Speed to competenceRetention Improved performance

What?CommunicateSupportLearn

Why?Reach ImpactTimeliness

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Reach all markets

Regular updates during life of the app ensures ‘stickiness’

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The App

The LMS

Define the audience need

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Right level!

Audience need…

Access anywhere!Engaging!

Rewarding!Challenging!Relevant!

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Define the technology

App Vs Web - quite a balancing act…Native App: written for an operating

system to use device specific functionality or deliver enhanced

performance.

Web App: accessed through a browser over the Internet or

Intranet. Not installed locally on the device.

Or Hybrid?

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Mobile ApplicationUser

Enterprise Platform

End-to-end Process

Security

Tracking

Any Device

Compatibility

Content Update

Technical Support

QA

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The right strategy

Steve.Barden@LINE.co.uk