mobile ready - connecting with the untethered consumer
DESCRIPTION
Mobile is NOT about technology. Its about context, behaviour and utility. Are you ready? Mobile Ready - Connecting With The Untethered Consumer was a presentation by Scott Bales at #adtechaseanTRANSCRIPT
S C O T T E B A L E S . C O M
Connecting with the untethered consumer
MOBILE READ Y
Scott Bales
A R E Y O U R E A D Y ?
mobile is NOT about technology… its about context, behaviour and utility
9 %
H O W M O B I L E S AV V Y A R E Y O U ?
#mobileready @scottebales
+
7 4 % G E N - Y S M A R T P H O N E O W N E R S I N U N D E R 3 0 S E C O N D S
T H E M O B I L E M O M E N T
67% Friendly = likely to buy
61% Unfriendly = likely to leave
1 2 %
19%
84%
6 4 % AT W O R K 8 4 % AT H O M E
8 0 % D O W N T I M E 6 9 % W H I L E S H O P P I N G
4 7 % D U R I N G C O M M U T E 6 2 % W H I L E WAT C H I N G T V
W H E R E A R E W E E N G A G I N G ?
L O O K - U P / F I N D E X P L O R E / P L AY
C H E C K I N / S TAT U S E D I T / C R E AT E
U R G E N T I N F O L O C A L
R E P E AT M I C R O -TA S K I N G
B O R E D L O C A L
U R G E N T C H A N G E
M I C R O -TA S K I N G
W H AT A R E W E D O I N G ?
?
5 5 %
mo·bile adjective \ˈmō-bəl, -ˌbī-əl also -ˌbēl\ : able to move from one place to another : able to move with the use of vehicles (such as trucks and airplanes) : able to be moved
readiness noun \ rɛdinəs : the state of being fully prepared for something. "your muscles tense in readiness for action" synonyms: preparedness, preparation, fitness
Connecting with the untethered consumer
MOBILE READ Y
Scott Bales
C O N T E X T
B E H AV I O R
U T I L I T Y
H AT H A
RĀ J A
I T S N O T A B O U T T H E T E C H N O L O G Y
G E T O U T O F T H E B U I L D I N G
D O N ’ T D O I T A L O N E
O F F E R
F R E E S T U F F
C R E AT E E X P E R I E N C E S N O T P R O D U C T S
E N S U R E N O S T R I N G S A R E AT TA C H E D
P R O V I D E P E R S O N A L
C O N T E X T
D O N T B E I N T R U S I V E
M A K E T H I N G S E A S Y N O T B A S I C
AV O I D B U I L D I N G O N L I N E
M I M I C S
M A K E D E C I S I O N S B Y T H E N U M B E R S
R E C O G N I S E P E R F O R M A N C E
I S T H E N E W S E X Y
S TA RT S I M P L E A N D P L AY T H E
L O N G G A M E
M O B I L E M O M E N T U M
P E R S O N A D E V E L O P M E N T
fictional characters to represent different user types in a targeted, attitude and/or behaviour set to drive empathy
C U S T O M E R
W H AT C U S T O M E R ?C U S T O M E R
W H AT C U S T O M E R ?C U S T O M E R
W H AT C U S T O M E R ?
1
C U S T O M E R
W H AT C U S T O M E R ?
1 2
C U S T O M E R
W H AT C U S T O M E R ?
1 2 3
C U S T O M E R
W H AT C U S T O M E R ?
1 2 3 4
C U S T O M E R
P E R S O N A W H AT ’ S T H E I R C O N T E X T ? W H AT A R E T H E Y T R Y I N G T O A C H I E V E ? H O W C A N Y O U A D D VA L U E ?
E X E R C I S E
Persona DevelopmentProject Name: Persona #:Your Name:
FactsFactual information about your target customer.
PainState the problem you believeyour target customers have,that your solution solves for.
GoalsWhat goals are they trying to accomplishthrough the behavior, that your solution will do better?
BehaviorExisting behavior they exhibit now,because they don’t have your solution.
Wednesday, November 7, 12
G E T T H E T E M P L AT E S C O T T E B A L E S . C O M / P E R S O N A S
Persona DevelopmentProject Name: Persona #:Your Name:
FactsFactual information about your target customer.
PainState the problem you believeyour target customers have,that your solution solves for.
GoalsWhat goals are they trying to accomplishthrough the behavior, that your solution will do better?
BehaviorExisting behavior they exhibit now,because they don’t have your solution.
Wednesday, November 7, 12
Greg
G E T T H E T E M P L AT E S C O T T E B A L E S . C O M / P E R S O N A S
KNOWLEDGE IS HAVING THE RIGHT ANSWER INTELLIGENCE IS ASKING THE RIGHT QUESTION
W O R K S M A RT E R N O T H A R D E R
Hypothesis Design Lean UXConversion Funnels
Concierge Method
Advanced Interviews
Market Discovery
Pitch Method
Pivot or Persevere
Customer Discovery
Persona Development
Minimum Viable Experiments
Lean Product Market Fit
Pitching Your Idea
Business Model Canvas
Validation Board
Mobile Ready
Are You Ready 4 Isaac?
Lean For Entreprise
Multi-Sided Markets
Growing Scale
K E E P L E A R N I N G
S U C C E S SY O U T O O C A N O W N T H I S FA C E O F A C C O M P L I S H M E N T
M O B I L E I S M O R E T H A N T E C H N O L O G Y
S C O T T E B A L E S . C O M / M O B I L E R E A D Y
CONNECT W ITH THE
UNTETHERED
CONSUMER
s c o t t e b a l e s . c o m / f e e d b a c k