user-centered (mobile) device strategy
DESCRIPTION
Abstract: The present paper addresses how the rising numbers of "connected devices", especially the surge in Smartphone and Tablet use, makes it essential for any company to make very conscious choices about their "digital presence" across devices. The presentation includes an overview of the very different characteristics of the many types of mobile devices and how they relate to different User Tasks. The main takeaway from the presentation is a number of "down-to-earth" tools and check-lists that will make it easier to determine the right mix of devices and technologies for your specific users and their specific user tasks. This includes the very common question of Apps vs Mobile sites, as well as thoughts on the mobile web.TRANSCRIPT
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18. september 2014 1
User-Centered (Mobile) Device Strategy
Soeren Engelbrecht
Tryg Insurance – DK/NO/SE
UX Cambridge, September 12, 2014
Det handler om at være
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18. september 2014 2
1. Introduction – Why You Should Go Mobile
2. ”Mobile Device” is a very Broad Term
3. Always Focus on the User Task
4. Choosing the Right Device Mix
5. Web Presence Across Devices
6. Mobile Apps – Finding the Right Path
7. Case: Tryg
8. Takeaways
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18. september 2014 3
The World is Turning Towards Mobile Devices
18. september 2014 3
Preferred devices for web use in Denmark, 2013
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18. september 2014 4
Users Acces the Web from Multiple Devices
Internet use on a daily or near-daily basis DK, 2013, TNS Gallup
12-24 years
25-39 years
40-59 years
60+ years
12-24 years
25-39 years
40-59 years
60+ years
12-24 years
25-39 years
40-59 years
60+ years
The digital transformation of the Danish Society is nearing completion
• 67% of the population aged 15-70 have a smartphone
• From 2012 to 2013, tablet penetration in families with children aged 5-12 rose from 51% to 74%
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18. september 2014 5
Strategy Funnel
Company Strategy
Digital Vision
Device Strategy
Roadmap
Execution
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18. september 2014 6
1. Introduction – Why You Should Go Mobile
2. ”Mobile Device” is a very Broad Term
3. Always Focus on the User Task
4. Choosing the Right Device Mix
5. Web Presence Across Devices
6. Mobile Apps – Finding the Right Path
7. Case: Tryg
8. Takeaways
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18. september 2014 7
”Mobile” Devices are Part of a Larger Ecosystem
• ”The Internet of Things” means that all kinds of devices can be connected, displaying and reacting to online data
• Smart TV’s
• Desktop PC’s
• Laptop PC’s
• Netbooks
• Tablets
• Phablets
• Smartphones
• Featurephones
• Cameras
• Glasses
• Watches
• Wristbands
Beware: Many statistics only talk about ”Mobile Devices” and do not distinguish between Phones and Tablets
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18. september 2014 8
Select Devices from an End-User Perspective
Laptop Smartphone Microdevice PC Tablet
Large screen
Stationary
Longer interaction
Fewer daily tasks
Shared between users
Slow start-up
Longer life-time
Vs.
Small screen
Portable
Shorter interactions
Many daily tasks
Personal
Instant start-up
Shorter life-time
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18. september 2014 9
Usage Patterns Differ Among ”Mobile Devices”
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18. september 2014 10
Usage Patterns Differ Among ”Mobile Devices”
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18. september 2014 11
Functionality Across Devices
General use Situation-specific use
Tablets Smartphones Microdevices PC’s / laptops
Website: Full functionality
Website: Full
functio-nality
Tablet Apps: Subset
of functio-nality
Mobile Apps: Select functionality
Mobile Web: Subset of
functionality
Micro-Apps: Minimal
functionality
Messaging: Specific tasks
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18. september 2014 12
Cross-Device Ecosystems
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18. september 2014 13
1. Introduction – Why You Should Go Mobile
2. ”Mobile Device” is a very Broad Term
3. Always Focus on the User Task
4. Choosing the Right Device Mix
5. Web Presence Across Devices
6. Mobile Apps – Finding the Right Path
7. Case: Tryg
8. Takeaways
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18. september 2014 14
Quiz: What do these two People have in Common ??
Answer: Both of them make money from building websites
Mark, 30, United States Rosa, 68, Denmark
Be very careful about targeting your ”online device presence” using classical age, gender, education, income, or zip code segments
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Question #2: What can you offer to
help them achieve their goal ??
18. september 2014 15
Focus on ”Usage” Rather than ”User Segments”
Question #1: What are your users
trying to accomplish ??
”Mobile First” (Wroblewski) is useful for determining primary
User Tasks, even if your primary platform is not mobile
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18. september 2014 16 18. september 2014 16
Both Apps and Websites are Tools for the User
The main difference is that an App is a piece of software that you install on your device (Phone, Tablet, PC), while a website is a place that you visit
• Conversely, there is a high(er) potential for retention in an App, since a
web visit involves less commitment, and an App offers an immersed
experience with more tools/features available
• An App is also permanently visible on the user’s desktop
Two tablet apps for accessing information about Ford Cars
• A website can be accessed from any browser, while an App requires attention, perceived relevance, installation, and use to be successful
• Remember: The ”installed base” for your new App is always zero, while browsers are at 100%
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18. september 2014 17
Is your Presence with the User Strong Enough ??
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18. september 2014 18
Public Service: Municipality Apps
Android installs:
10-50
Android installs:
10-50
Android installs:
10-50
Android installs:
500-1.000
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18. september 2014 19
1. Introduction – Why You Should Go Mobile
2. ”Mobile Device” is a very Broad Term
3. Always Focus on the User Task
4. Choosing the Right Device Mix
5. Web Presence Across Devices
6. Mobile Apps – Finding the Right Path
7. Case: Tryg
8. Takeaways
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18. september 2014 20
Check-List for Choosing a Device/Technology Mix
• Quick answer to a simple question ??
• Expected time to solve – short or long ??
• Amount of reading required
• Amount of filling-out to do
• Does the user task fit naturally into a larger theme ??
• Does the User Task involve (subjectively) important decisions ??
• Interaction Frequency: Daily, frequently, intensive for a short period, rarely ??
• Relation: Customer, potential customer, employee ??
• Expected number of users
• How hard are potential users to reach ??
• Where will the user typically be ??
• Will he need to move around ??
• Will he have a steady, high-speed Internet connection – or none at all ??
• Is device-specific hardware relevant ?? (GPS, camera, webcam, motion sensor, barcode scanning, text messaging)
• Is a touch interface augmental or detrimental to the UX ??
• ”Market Standard” is IOS and Android – should we move beyond that ??
• Are any devices or technologies excluded, e.g., Java on Tablets ??
Type of User Task Level of User Involvement
Physical Setting(s) Technology
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18. september 2014 21
Simple User Task
Complex User Task
High involvement and/or frequency
Low involvement and/or frequency
Solution: Large Screen
App, e.g., MS Word
Solution: Small screen App, e.g., Yahoo Weather
Solution: Large Screen website, e.g., Dell.com
Solution: Small Screen website, e.g., m.ikea.dk
User-Task-Based Choice of Device and Technology
User Task: Write a historic novel
User Task: Will it rain tomorrow ??
User Task: Buy a tailor-made computer
User Task: Is IKEA open today ??
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18. september 2014 22
Multi-Device Service Matrix – An Example
• A (fictional) company sells heating systems for energy-optimizing private homes
• Target group is the home-owners, who make the purchase decision
• The heating system can be controlled remotely
Web
Web
App
Web
App
SMS
Pre-sale Purchase Daily use Service
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18. september 2014 23
1. Introduction – Why You Should Go Mobile
2. ”Mobile Device” is a very Broad Term
3. Always Focus on the User Task
4. Choosing the Right Device Mix
5. Web Presence Across Devices
6. Mobile Apps – Finding the Right Path
7. Case: Tryg
8. Takeaways
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18. september 2014 24
Screen Sizes Range from 3-80 inches
Laptop Smartphone PC Tablet Smart TV
Large Screen Small Screen
…but what if you take viewing distance into account ??
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18. september 2014 25
”Responsive” Solves a lot of Problems, but…
• Consider, if your particular site really warrants numerous visual
presentation modes
• Should your content be responsive, too ??
• Are your functional elements easily made responsive ?? Are they
relevant at all for Small Screen use ??
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18. september 2014 26
Where are your Web Users Coming From ??
Get to know the current device mix of your users, then
determine the relevant User Tasks for each web device
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18. september 2014 27
1. Introduction – Why You Should Go Mobile
2. ”Mobile Device” is a very Broad Term
3. Always Focus on the User Task
4. Choosing the Right Device Mix
5. Web Presence Across Devices
6. Mobile Apps – Finding the Right Path
7. Case: Tryg
8. Takeaways
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18. september 2014 28 18. september 2014 28
Competition is Fierce
The user is willing to install an App, if:
• It is perceived as relevant
• It can quickly solve a task or a problem
• It promises long-term value
• It is focused and easy to understand
Oct, 2013
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18. september 2014 29
Considerations to Make
• If you believe that an App is the right solution to a User task, there are numerous important considerations to make.
For customers only
Product/Company focus
Paid up-front
Phone or Tablet only
Native App
IOS and Android
Single App
Vs.
Useful for everyone
Customer focus (Branded Utility)
Free / Freemium
Phone and Tablet
HTML5 (or hybrid)
Even more platforms
Multiple Apps
• The ”correct” answer to these questions will differ from company to company, depending on products, customer base, technical platform, and user mindset
• The aim is to make the user go ”That App is really brilliant – I want that !!”
• A key issue here is simplicity – you must be able to convey the purpose and usefulness of your App in a single sentence (and the user should be able to do the same to his friends)
• Case in point: Single App vs Multiple Apps
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18. september 2014 30
Mobile: Different Tools for Different Purposes
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18. september 2014 31
The important point is not who built the tool, but the usefulness as a
tool for a certain group of people in specific situations
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18. september 2014 32
Microsoft also has a Multi-App Strategy…
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Apple
18. september 2014 33
Out-of-the-Box, an iPhone does not Look like this…
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18. september 2014 34
...but like this :-)
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18. september 2014 35
Success Story: MobilePay
• Separate App with a purpose that is easy to communicate: ”This App makes it easy for you to transfer small amounts to your friends on the spot”
• Part of Danske Bank’s Multi-App strategy
• 1.000.000+ downloads
• Obvious case for Mobile Phone use
• A ”Branded Utility” available to anyone – regardless of their bank
• Not hidden in a small corner of a large ”Danske Bank” Customer-only App
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18. september 2014 36
Success Story: AidCube
• Dedicated training tool for (elderly) people with ”KOL” – Smoker’s Lungs
• Each patient is given a 7” Android tablet for tracking excercise activity at home
• Benefits: Higher activity level, better data for evaluating progress, reduced cost
• Feedback: A very user-friendly device that motivates users just by lying around on the coffee-table
• Medical staff use regular PCs for follow-up
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18. september 2014 37
Success Story: ”Tryg på Rejse”
• Separate App with a purpose that is easy to communicate: ”If you travel, you need this App”
• Obvious case for Mobile Phone use
• A ”Branded Utility” available to anyone – regardless of their insurance company
• Key features work off-line
• Available in DK, NO, and SE
• Six-figure downloads
• Massive press coverage
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18. september 2014 38
1. Introduction – Why You Should Go Mobile
2. ”Mobile Device” is a very Broad Term
3. Always Focus on the User Task
4. Choosing the Right Device Mix
5. Web Presence Across Devices
6. Mobile Apps – Finding the Right Path
7. Case: Tryg
8. Takeaways
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18. september 2014 39
Current Tryg Device Presence
Tablets Smartphones Microdevices PC’s / laptops
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18. september 2014 40
Web Traffic Across Devices
Fact #1: Since late 2011, ”mobile device”
use on Tryg.dk has quadrupled
Fact #2:”Large Screen” use is still close
to 90% and hasn’t changed much lately
Consider: Will ”device growth” alone be enough to shift more
customers towards mobile devices ?? What else contributes ??
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18. september 2014 41
Examples of Functional Web Pages
• These forms are not part of the Tryg CMS and reside on an older platform,
which is heavily integrated with our Core Systems
Request Offer
Works well
Works well
”Large Screen” view is very difficult to use
”My Page”
Works, but user surveys reveal that not enough data are
available
Not available on Tablets until late 2014
Not available on Phones until late
2014. ”Large Screen” view will be very difficult to use
File a Claim
Works, but too many questions reduce the
completion rate
User testing revealed technical issues on
iPads
Not available on Mobile Site. Large
Screen” view would be very difficult to use
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18. september 2014 42
Full Site: PC / Tablet
Mobile Site: Phones
Responsive web
Mobile Site 2.0
CMS upgrade
Improving ”My Page”, claims reporting, sales flow, etc.
”Tryg på Rejse”
App #2
App #3
Integration
Integration
Web Content
Apps
Web Functionality
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18. september 2014 43
1. Introduction – Why You Should Go Mobile
2. ”Mobile Device” is a very Broad Term
3. Always Focus on the User Task
4. Choosing the Right Device Mix
5. Web Presence Across Devices
6. Mobile Apps – Finding the Right Path
7. Case: Tryg
8. Takeaways
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18. september 2014 44
Takeaways
1. Your users have already gone mobile – you should do so, too
2. Get to know the different device types and what they offer
3. Always focus on the user task
4. Consciously choose the right Device Mix for your company (that is, for your users and their tasks)
5. Make sure that your website offers the right experience across screen sizes
6. Build simple Apps that exploit the unique device capabilities
7. Build your device ecosystem from a holistic perspective – don’t forget the ”Good old PC”
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18. september 2014 45
e-mail: [email protected]
Social: #Tryg
This presentation: slideshare.net/imagepro
Or just talk to me in person here at UX Cambridge :-)
Questions ??