real world insights that will help you develop an amazing ux & mobile strategy
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10REAL WORLD INSIGHTS
THAT WILL HELP YOU DEVELOP AN AMAZING
UX STRATEGY
GREG ZAPARUX Consultant | Co-Founder, Tenfold Social
@gregzaparLinkedIn/in/gregzapar
BACKGROUND
HFI
Frameworks
Information Architecture
UX
Research
Product Design
Synergies
ROI
Service Design
Ecosystem
THE ANTI-STRATEGY PRESENTATION
OUR CHALLENGE
GREAT COMPANIES ARE ON A FIRST DATE WITH AUDIENCES...
AND THEY CREATE WAYS FOR YOU TO FALL IN LOVE WITH THEM... OVER AND OVER.
“ “- Ian Carrington, Director, Mobile Advertising Sales
If you don't have a mobile strategy, you don't have a future strategy.
PRODUCT
I CAN’T ENVISION LIFE WITHOUT
THIS PRODUCT.
BRAND / CONTENT
YOU ARE A MEDIA
COMPANY.
BRAND / CONTENT
General Misconceptions
… small design
… standalone effort
… about technology
… just about usability
… just about the user
… expensive
… easy
Strategy. Communication. Realism. Understanding and planning of goals, opportunities and initiatives to accomplish specific purposes and maximize the business value of design.
Business Strategy
User Strategy
Design Strategy
ProjectStrategy
INSIGHTS MEDIA
48%feel frustrated & annoyed when
they get to a site that’s not mobile-friendly
52%of users said that a bad mobile
experience made them less likely to engage with a company
said that if a site didn't work well on their smartphones, it made
them feel like the company didn't care about their business
48%
FRUSTRATEDCUSTOMERS
You will always create a mobile experience. The outcome of the experience is based on your strategy.
WHAT THE @#$% IS STRATEGY?
1DEFINE WHAT STRATEGY MEANS WITHIN YOUR ORGANIZATION
COST
TIME TO MARKET
COMPLEXITY
AUDIENCES REACHED
DEPTH
WHAT LEVEL OF STRATEGIC
EFFORT IS YOUR ORGANIZATION
WILLING TO COMMIT TO?
BREADTH
“A camel is a horse designed by committee.”-Sir Alec Issigonis
2MUCH OF YOUR SUCCESS IS LIKELY TIED TO THREE KEY ROLES
Insights Technology Experience
THE KEY THREE
3YOUR BEST STORYTELLERS MUST CREATE AN ACTIONABLE STORY.
4THINK OF MOBILE IN TERMS OF A COMPREHENSIVE DIGITAL STRATEGY
WEBSITE = $$$$PHONES ARE SMALLMOBILE = $
DEVICES
CHANNELS
SHOWCASE MOBILE WITHIN THE CONTEXT OF YOUR ECOSYSTEM
DID YOU REMEMBER EVERYTHING IN
YOUR DIGITAL ECOSYSTEM?
SALES APP
RESELLER APP
ONLINE & OFFLINE EXPERIENCES ARE CUMULATIVE
Login
insights
5CREATE A MOBILE STRATEGYTHAT FOCUSES ON YOUR AUDIENCES
Brand Objectives
Audience Needs
WHO? WHY?
opportunities
WHAT?
Design
Digital Experiences
HOW?
Brand Objectives
Audience Needs
I’d love a car that is safe, environmentally-friendly and fun to drive with unbeatable warranty support that keeps my life simple.
Show me that the amazing digital learning process is just as personal and seamless in person. Let me book an appointment and have the car ready for me within 15 minutes.
Increase repeat purchases
I don’t own my possessions, they own me. I’m not a mechanic. Help simplify maintenance and appointment bookings by telling me what to do in easy-to-understand terms.
Get them to our dealers
Sell more cars
THINK 1:1 ALIGNMENT
6 WHY?
OPPORTUNITIES INSIGHTS
BRIEFS PLANNING
KEY POINTS
Why does this need to be done on a mobile device?
Can this be done effectively on a mobile device?
What existing research, efforts, analytics are we drawing from?
What are high-level budgets & timelines?
Who is driving strategy, effort & decisions?
What timeline is driving the solution and how does that affect expectations?
7 WHO
NEEDS GOALS
DESIRES CONTENT
KEY POINTS
Addressing TRUE user needs is how you create value
What research methods might you employ? contextual, journeys, focus groups, surveys, etc.?
How do you address audiences in terms of voice/tone/technical proficiency?
Does data verify your TRUE audiences?
Invest in the user experience not the corporate experience
Focus on experience outcomes, not technical outcomes
FEATURES DEVICE
LESS IS MORE IF DONE WELL...
CALM TECHNOLOGY
LOOK AT OPPORTUNITIES TO CREATE
EMOTIONAL CONNECTIONS
LOOK AT OPPORTUNITIES TO CREATE
EMOTIONAL CONNECTIONS
8 WHAT
EXPERIENCEDESIGN
UX
VISUAL DESIGN
CREATIVE TECHNOLOGY
KEY POINTS
Differentiate between brand, user, creative and tech success... CONTEXT
Understand impact of app vs. website
Be careful positioning a website as an app
Navigation should be by need/journey not corporate structure
Don’t think “smaller”, think simple & effective
Collectively define, solution and then work with technology to make things happen
FEATURES SOLUTION
It’s not about making your statement in visual design
HOW DOES “WHAT” NORMALLY START?
What’s in scope?
What if users want to?
What are the requirements?
How much can we get for $X?
THIS MIGHT HAPPEN!
TRY TO CHANGE THE CONVERSATIONS
What problem does this solve?
How likely is it to happen?
What business goal does this support?
How important is this to users?
How does this evolve over time?
What is the long-term value?
9 HOW
PLATFORMS PRODUCTS
SYSTEMS TEAMS
KEY POINTS
Prioritize platforms by aligning with current/future customer opportunity
(UX) Test early & often; (QA) increased testing across handsets
3rd party vs. in-house, level of team integration?
Rotation, multiple views
Is tech aligned to work top down vs. bottom up
How will you advertise to your audience?
TIMELINES BUDGETS Resources for updates, support, iteration!
Use fixes as a platform for updates & enhancements
APPS ARE A BIT LIKE THE MAFIA...
“Leave the shower curtain on the inside of
the tub.”
10THE SMALLEST TOUCHESARE HUGE IN MOBILE
DON’T BE AFRAID TO FAIL
THE BLAMELESS POST-MORTEM
The mobile bar has been raised and innovative businesses are winning.
VISION
Meeting basic digital requirements rarely results in meaningful competitive advantages or long-term
relationships.
CONCEPT
Create something differentiated, memorable and rewarding
through great strategy & design.
DIFFERENTIATE
Understand your business & true audiences
to create effective solutions at every touchpoint.
CREATE OPPORTUNITY
X
THANK YOU
GREG ZAPARUX Consultant | Co-Founder, Tenfold Social
@gregzaparLinkedIn/in/gregzapar
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