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