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

@scottebales

ISAAC LIMD.O.B. 29 Jun 2007

@scottebales

ISAAC LIMD.O.B. 29 Jun 2007

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