Match Your Mobile Strategy to Your Mobile Users - Jonathan Hotz's Presentation at ModevCon 2015
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Transcript of Match Your Mobile Strategy to Your Mobile Users - Jonathan Hotz's Presentation at ModevCon 2015
MATCH YOUR MOBILE STRATEGY
TO YOUR MOBILE USERSJonathan Hotz - Sr. Product Manager
FEATURE BRAINSTORMING
➤ Build a Trello board and start adding stories
➤ Grab a pack of 3x5 cards and start writing out stories
- Too deep, too fast
MARKET INFLUENCES3
MARKET INFLUENCE
➤ Market events, seasonal timing, trends/directions
➤ Customer’s seasonal events, adoption cycles, buying cycles
➤ Mobile technology opportunities
- When and what to release
USE CASE - NATURAL INSIGHT MOBILE APP
January February March April May June July August September October November December
This is a good time
This is a bad time
➤ Natural Insight supports product and retail
➤ Plan for the rollout and adoption
FEATURE MATCH VS. CHANGE THE GAME
➤ Identify the holes in your app
➤ Find some common holes in the competition
➤ Unique mobile functionality
- Move your app to those holes
USE CASE - LEXEE CHANGES THE GAME
➤ Mobile voice assistant for specific tasks
➤ Complete specific tasks
➤ Multi-modal interface
2LEVERAGE WHAT YOU HAVE
WHAT DO WE HAVE TO START WITH
➤ What works well
➤ What do customers like
➤ What do you have that is unique
➤ What is applicable to mobile
- Leverage these to make it easier/faster to build your app
USE CASE - LEVERAGE THE HTML5 SURVEY
➤ Mobile app was a few years old
➤ Few APIs that could be utilized
➤ Very capable HTML5-based interface for completing surveys
➤ Can leverage the interface and functionality
DETERMINE THE PLATFORM
➤ Move past personal biases
➤ Not as simple as iOS vs. Android
➤ Win mobile, responsive, mobile frameworks
- Important, but your strategy should not start with this question
USE CASE - “HYBRID” PLATFORM
1. Started with what we could leverage
➤ HTML5 survey interface
2. Usage pattern and mobile platforms
➤ Mostly iOS, and supply iOS devices
3. Settled on a “hybrid” approach
➤ Native app
➤ Web view for the survey
➤ Native components for specific tasks
LISTEN TO YOUR USER’S NEEDS1
INCREMENTAL VALIDATION
➤ Don’t be afraid to let go of what you want
➤ Validate needs with an MVP
➤ Can be done quickly
➤ One release -> one need
➤ Mobile lets you push to specific people
- If it meets a need, it is still valuable even if it doesn’t have everything
USER INTERVIEWS ABOUT NEEDS
➤ You are not your user
➤ Understand who they are and what they need to do
➤ 3-5 users per persona
➤ Frequency of usage, specific tasks to complete
➤ What makes them “mobile”?
- Let the conversation flow naturally, don’t force it
USE CASES - THE REAL UNMET NEEDS
➤ Interviewed about 10 users for both cases
➤ #1 - Thought we needed a big app for offline use
➤ Users just needed to manage photos
➤ #2 - Thought we needed to consolidate multiple systems
➤ Needed efficiency in paper-based system
LISTEN TO THE USERS LEVERAGE WHAT YOU HAVE MARKET INFLUENCES
123Take a step up from where you are to see more