Mobile where it Matters - A Strategic Approach to Digital Ecosystems
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Learn how to make the right decisions for your mobile ecosystem: Do you reall need an App, how many do you need, and what should they do ?? All from a user-centered perspective
Mobile where it Matters - A Strategic Approach to Digital Ecosystems
- 1. Mobile Where It Matters - Taking a Structured Approach to Digital Ecosystems 04 May 2019 S淡ren Engelbrecht, Senior Mobile Strategist
- 2. Classification: Public page 2 The A.P. M淡ller - M脱rsk Group 1904 130 76.000 30.9 BUSD
- 3. Classification: Public page 3 Mobile Devices Change how we Work The Nokia Era: Making calls away from your desk The Blackberry Era: Replicating PC functionality The Smart Device Era: New devices, tools, and data sources. Multi-device behavior.
- 4. Classification: Public The Maersk Mobile Strategy page 4 Mobile Where it Matters Governance and Guidance Think Mobile Pin-point the most important customer priorities and their mobile relevance Measure Results Highlight mobile achievements and failures to facilitate taking proper action Optimize Distribution Protect the Brand in public App stores and reach internal users effectively Maximize Business Value from Mobile Solutions Think Mobile Pin-point the most important customer priorities and their mobile relevance
- 6. Classification: Public page 6 Full Benefit Requires Ecosystem Thinking Mobile devices can filter information and present a subset to the user, depending on context, e.g., time, location, activity, or user profile
- 7. Classification: Public page 7 Device Characteristics Laptop Smartphone MicrodeviceDesktop Tablet Large screen Stationary Longer interaction Complex applications Fewer daily tasks Shared between users Slow start-up Longer life-time Content production Vs. Small screen Portable Shorter interactions Simple applications Many daily tasks Personal Instant start-up Shorter life-time Content consumption
- 8. Classification: Public page 8 The Device Matrix (Simplified) Simple User Task Complex User Task High interaction frequency Low interaction 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: Write a historic novel User Task: Check, if it will rain tomorrow User Task: Buy a tailor- made computer User Task: Confirm, that IKEA is open today
- 9. Classification: Public page 9 Further Aspects of Platform Choice 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 ?? Interaction Frequency: Daily, frequently, intensive for a short period, rarely ?? Does the User Task involve (subjectively) important decisions ?? Expected number of users Relation: Customer, potential customer, employee ?? Type of User Task Level of User Engagement Where will the user typically be ?? Will he need to move around ?? Is a rugged device required ?? Will he have a steady, high-speed Internet connection or none at all ?? Physical Setting(s) Is device-specific hardware relevant ?? (GPS, camera, webcam, motion sensor, barcode scanning, RFID, text messaging) Is a touch interface convenient or detrimental to the UX ?? Are any devices or technologies excluded, e.g., Java on Tablets ?? Technology
- 10. Classification: Public page 10 Case: Music Festival Companion Apps Customer Perspective Rock Festival Opera Festival Duration 8 days 9 days Decision to participate 6 months before sight unseen 30-0 days before will search Extent of engagement A weeks holidays total cost up to 1.000 USD An evening or two modest cost Check schedule for something interesting Several times daily over 8 days plus the week(s) before 1-5 times Check map of site / stages Several times daily over 8 days 0-5 times Organizer Perspective Rock Festival Opera Festival Potential number of users 100.000 primarily younger people. Everyone participates in numerous events over 8 days 2-5.000 clearly older on average than the rock festival. Most guests participate in 1-3 events Data to evaluate the festival Interest in each event, crowd flow Interest in each event Website & Mobile App Website
- 11. Classification: Public Relevant parts of the system are available (in a simplified form) on employee devices via the Intranet page 11 Ecosystem Strategy: Mobile Where It Matters Global finance system: A complex mainframe App used by finance staff The feature report mileage for refund is implemented in an App which measures mileage based on the GPS Start Stop Your distance: 17 km Confirm & Report The feature log hours for blue-collar workers is implemented in an App, since they have limited PC access Leave Your hours today: 7:30 Confirm & Report
- 12. Classification: Public page 12 User Groups and Examples of Key UX Priorities Allow configuration of rules per country or region without any IT involvement Facilitate extraction and visualization of data Simplify and automate approval processes as much as possible Allow visualization of workforce status and behaviour notify in case of outliers Simplify day-to-day interaction Allow a clear overview of status, e.g., hours worked and holidays Administrators Managers Employees Mobile is less relevant Mobile is highly relevant Mobile is relevant for some tasks
- 13. Classification: Public Platforms and the Customer Journey page 13 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 App SMS Pre-sale Purchase Daily use Service Primary platform Secondary platform
- 15. Classification: Public page 15 What is the Right Number of Apps ?? 1 10 100 The purpose and relevance of each App is easily understood by targeted users (and communicated to peers) Each App can be optimised as a tool for that specific purpose Great UX leads to high adoption rates, maximising business benefits Running Training Step counter Soccer Golf Skateboard In-App Confusion App Store Confusion
- 16. Classification: Public page 16 MotionX App - 2011 2019
- 17. Classification: Public page 17 Optimizing the Number of Features per App Source: Adapted from Magnus Revang, Gartner, 2017 Number of Features UserExperience MVP Key learning: Know when to stop, when it comes to adding to the feature set and then spend your time optimizing key user tasks
- 18. Classification: Public page 18 HP Inc. on Google Play
- 19. Classification: Public Title of presentation | page 19 HP on Google Play
- 20. Classification: Public Example of a Multi-App Strategy page 20
- 21. Classification: Public Example of a Multi-App Strategy Gone too Far page 21
- 22. Classification: Public page 22 1. Who are the (targeted) users ?? 2. What are the key user tasks ?? 3. Which user tasks are relevant to which users on which devices ?? A User-Centered Approach to the Ecosystem Feature X is relevant on mobile for a large number of people, regardless of their role. A narrow-focus App makes sense Persona 3 is a heavy mobile user in his role, and needs an App with a suite of features Persona 1 works almost desktop-only
- 23. Classification: Public The Maersk Application Mountain page 23 Required features to support User Tasks Visuals, Information Architecture, Usability, etc Underlying technologies and interfaces Photograph 息 Juuyoh TANAKA used with permission For more information, please contact the Mobile Centre of Excellence mobile@maersk.com What good does this App do for which people in which context and what do we gain ourselves ?? and what can you do with the App ?? Mission Statement Key User Tasks
- 24. Classification: Public page 24 Example: An Employee App for our HQ Mission Statement: The Esplanaden App will reduce friction in the everyday life of HQ employees Key User Tasks: One of the key user tasks is to spontaneously find an available meeting room Required features: Allow room search by name/size/AV equipment, and show my location Visuals and UI: Create a map in 3D and sortable room lists Underlying Technology: Fetch room availability data from Outlook, use Wi-Fi access points for positioning
- 25. Examples of Successful User-Centered Ecosystems 3
- 26. Classification: Public Case: The Maersk Shipment App page 26 Service Agent Customer Truck Driver Trucker Log Shipment
- 27. Classification: Public Case: Maersk Tankers Maintenance App page 27 Prepare Work orders are planned in the Engine Control Room Execute Pick up spare parts, perform maintenance and document work Synchronize completed work orders and spare parts usage with ERP
- 28. Classification: Public Case: AidCube HomeRehab page 28 Dedicated training tool for patients with, e.g., Smokers Lungs or in post-surgery rehab Each patient is given a 7 Android tablet for tracking exercise activity and subjective well- being at home Benefits: Higher activity level, better data for evaluating progress, reduced cost Medical staff use desktop PCs for follow-up
- 29. Classification: Public Case: Large Suite of Specialized Apps page 29
- 30. Classification: Public Case: Large Suite of Specialized Apps page 30
- 31. Classification: Public Case: Large Suite of Specialized Apps page 31
- 33. Classification: Public page 33 Summary: Three Ecosystem Foundations Target Group(s), Users, and Roles Processes, User Tasks, and Environment(s) Devices and Technologies Mobile Apps (Mobile) Web Solutions Legacy Systems
- 34. Classification: Public page 34 Thank You e-mail: Soren.Engelbrecht@maersk.com Mobile: +45 21 84 00 00 Social: #Maersk This presentation: slideshare.net/imagepro