Behind the curtain secrets to mobile app wizardry - paul gelb razrofish sxsw

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Behind the Curtain: Secrets of Mobile Application WizardryA jaw dropping 80% of iPhone and Android apps have hardly any active users. Tens of thousands of developers and hundreds of thousands of mobile applications have gotten it wrong. But mobile apps done right can provide unprecedented value to users and rapid transformations of businesses. Gilt Groupe, USAA Bank and Pandora can attribute much of their recent success to their mobile applications. The biggest barrier to success? More is absolutely less. As Mark Twain famously said, It would have been shorter if I had more time. With seemingly infinite options of features, what and how much is the hardest part of development. This presentation will provide a detailed unbridled view into the strategy and creative process of creating a compelling, successful mobile app by finding the right balance between business objectives content, design, functionality, and concept.

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  • 1. BEHIND THE CURTAIN:SECRETS OF MOBILEAPPLICATION WIZARDRYMARCH 2011#Appwiz0 2011 Razorfish. All Rights Reserved.

2. INTRODUCTION1 2011 Razorfish. All Rights Reserved. 3. WHAT WE2 2011 Razorfish. All Rights Reserved. 4. 3 2011 Razorfish. All Rights Reserved. 5. Value of mobile is amplified by channel &connective tissue dualityPotential to deliver unprecedented value to both consumers and businesses CHANNELSWEB APPSMESSAGING X-CHANNEL FEATURES/BEHAVIORSSOCIAL LOCATION COMMERCE SEARCH CONTENT3/12/20114 6. Applications will have largest impactTech giants, publishers & brands have declared.Success of their business depends on success in mobile3/12/20115 7. CONSUMERS VALUES ONE THING THE MOST6 2011 Razorfish. All Rights Reserved. 8. SCALEENGAGEMENTTARGETINGMEASUREMENTVIRAL SHARINGTRANSACTION 3/12/20117 9. 8 2011 Razorfish. All Rights Reserved. 10. 9 2011 Razorfish. All Rights Reserved. 11. 10 2011 Razorfish. All Rights Reserved. 12. Mobile has a 95/5 rule; very few are successfulSUCCESS FAILURE3/12/201111 13. IT ISHARD,AND HARD ISGOOD 12 2011 Razorfish. All Rights Reserved. 14. 13 2011 Razorfish. All Rights Reserved. 15. 14 2011 Razorfish. All Rights Reserved. 16. IN THE WWW OF PEOPLE,Emerging human behaviors matter15 2011 Razorfish. All Rights Reserved. 17. Process should prioritize purpose instead of repurpose 3/12/2011 1616 18. CREATE SKUNKWORKS ANDOLD NEWSTRUCTURE THE EDGE SO IT CAN INNOVATION LABS ON THE EDGE OF PULL THE CORE TO THE EDGE THE FIRM AND THEN ABSORB THEMWHEN THEY START TO WORK17 2011 Razorfish. All Rights Reserved. 19. App development should be considered acontinuous process S-curve Rapid set of punctuated movesStable over decades(potentially never ending)(few real changes in 60 years)3/12/2011 18 20. BEST PRACTICES19 2011 Razorfish. All Rights Reserved. 21. BEST PRACTICES Too early for any best practice to be gospelTHERE ARE Everyday there is an opportunity to define best practices20 2011 Razorfish. All Rights Reserved. 22. Experience needs to besomewhat familiarSimilar to fashiondesign, small change as andpeople want to bedifferent but not too DIFFERENTIATEdifferentDont confuse the userPROCESS21 2011 Razorfish. All Rights Reserved. 23. Evaluation metrics should be leveraged forfeatures, functionality and designPrioritizes performance minimized navigation paths,Efficient personalized and contextualized communicationsDeepens relationship with consumer and provides moments Engaging of unexpected utility/playful interactivityOffer robust set of utilities within an intuitive interface; cross- Experiential channel touch points become more interactive Always OnProvide a real-time, proactive and notification-driven resourceLeverage more advanced functionality of handset and newOpportunistic consumer behaviors, with data supported iterative updatesand enhancementsIs sustainable over time, accommodating different messages Malleableand products without sacrificing scalability3/12/2011 22 24. 23 2011 Razorfish. All Rights Reserved. 25. 24 2011 Razorfish. All Rights Reserved. 26. 25 2011 Razorfish. All Rights Reserved. 27. 26 2011 Razorfish. All Rights Reserved. 28. 27 2011 Razorfish. All Rights Reserved. 29. 28 2011 Razorfish. All Rights Reserved. 30. 29 2011 Razorfish. All Rights Reserved. 31. 30 2011 Razorfish. All Rights Reserved. 32. 31 2011 Razorfish. All Rights Reserved. 33. 32 2011 Razorfish. All Rights Reserved.