Mobile Case Study

A mobile App Case Study

How to save a company millions, and still make money, from a UX perspective

Don’t worry, I’ll still talk about development

Dee Sadler Adobe Community Professional

Adobe UG Manager Adobe Certified Expert / Instructor

Adobe Freelancer Video tutorial geek

Previously a UI strategist for Sprint Now, UX/UI Dev Manager for H&R Block

@DeeSadler

Being big, agile and in the Zone

The Problem

Executives don’t always know there is a problem until it is pointed out.

The company was losing money on calls to Care

• Mapped 482 different reasons for calls to Care

• Identified top 15 = 78% of all calls

The solution

• Close to 300k savings in reduced calls to Care

• Pay Bill alone had cost 1.2 million and dropped over 22% with 1st iteration of Zone

• Automated phone activation was a no-brainer saver with over 20% immediate savings

How likely were we able to help those 17 problems

In the end, a good portion was fairly easy to fix

Where do you start?

Consider the Customer Lifecycle and look for

areas of opportunity supported by data

Cust

omer

Pai

n

easure and Illustrate Customer PainpointsM

Customer Lifecycle

Needs Reach Acquire Convert Retain Loyalty GrowEvangelize

Patent Pending. If you are interested, contact Jason Whitney - [email protected]

mailto:[email protected]

ap SystemsM

Customer Lifecycle

Needs Reach Acquire Convert Retain Loyalty GrowEvangelize

Patent Pending. If you are interested, contact Jason Whitney - [email protected]

Adding the products

mailto:[email protected]

And the process to get there was...

• Defined personas and scenarios that supported the primary objectives and tasks

• Task Flow for each scenario

• Explored UI paradigms

• Define the ideal/target state - 3-5 year

UX

SATISFACTION GUARANTEEDAPPROVED

Solve a Problem

My <feature> is not working

My <Service> is not working

My <3rd party app> is not working

I’m dropping or unable to make calls

Educate

I don’t know how to use X(consider initial use)

How do I(Transfer contacts, activate, setup email, log etc.

I dont under-stand how much different activity on my phone costs(Text msg, sending a pic, browsing web, weather app, location etc.)

I need to know where I am at on my limits(I know i have x number of msgs, x amount of minutes, x amt of data etc... but where am I at right now and what’s left before I get charged.)

My phone battery does not

Educate

How do I pay my bill?

It’s too hard to pay my bill.

Activate and use my new phone (current customer)

ESN Swap (including choosing plan and options)

Problems:My <feature> is not working

My <Service> is not working

My <3rd party app> is not working

I’m dropping or unable to make calls

Seek HelpUse


Choose a plan and options during ESN

Purchase


Choose a plan and options during ESN

GrowPay Bill

New Customer Name: Ben JohnsonAge: 27Marital Status: SingleLocation: San Fransisco, CAAcct Type: IndividualProfession: Stock BrokerCurrent Provider: T-Mobile

Ben walks intoa sprint store

Greeted by repat the kiosk

Gives greeter hisname and sees ithas been addedto the Que

Walks around andlooks at phoneswhile he waits

Walks around andlooks at phoneswhile he waits

When his name comesup, rep finds himand offers assistance

He asks about several phonesthat caught hiseye.

Rep asks a couplequestions abt himand what he is lookingfor

Start of Persona work

Sprint Zone | Icon Flow

Ev 9:00 AMEv 9:00 AMEv 9:00 AM

Voice Data Voice Data

Sprint Zone | Help

Contact Sprint

Call Sprint

Click here to call Sprint now.

Email Sprint

Click here to email Sprint now.

Both data and voice connections are active, however data is not connecting. Click to trouble shoot the problem.

Your software is out of date. Click to upgrade to the latest version now.

My Phone | (913)555-1234

My Connections

Software

Ask a Question

Enter a question and search for results, lorem ip.

Click to complete a more comprehensive diagnostic of your phone.

More Diagnostics

Sprint Zone | Help

Contact Sprint

Call Sprint


Email Sprint

Click here to email Sprint now.

Testing Data connection...

Your software is out of date. Click to upgrade to the latest version now.

My Phone | (913)555-1234

My Connections

Software

Ask a Question

Click to complete a more comprehensive diagnostic of your phone.

More Diagnostics

Sprint Zone

My Sprint

My Sprint Account

Manage your sprint account. Check your current balance, pay your bill, check minutes of use and more...

What’s New

Welcome to Sprint Premier

You’ve joined the best loyalty rewards program in lorem ipsum delorum quinta illa lorem ipsum delorum quinta illa.

Sprint Suggests

Sign up for e-bill and get a $5 credit

lorem ipsum delorum quinta illa lorem ipsum delorum quinta illa.

Sprint Connnections Newsletter


Cool App #1


Cool App #2


Cool App #3


Help

I Need Help

Need help with your phone or service? Click to diagnose your phone and service connections, update your software, contact sprint lorem ipsum...

More...


Sprint

Iteration 1 of the appwas just a list

Sprint Zone Widget Concept

Your Phone

Watch a short videohighlighting the uniqueaspects of your phone.

Sprint ZoneMy Account

Manage your account, pay your bill etc.

Help

Need help with your phone or service, get it here .

What’s New

Tips and Tricks

Click here to see the latest offers for you .

WidgetsSwipe up and downside to sidearrows

Need these complete by tomorrow at 10 for review with the team.

Full screen... like the calendar widget.

We need compelling content.

Sprint Zone 2.0Offers improved contextual intercept, increases diagnostic abilities and our ability to message the customer, improves the UI, offers initial battery power management and improves connections related diagnostics.

On Device Self Care Deliver | Sprint Zone 2.0

User Experience Design 182009 Sprint Nextel. All rights reserved.Project PJ001255Sprint c

TM

Care Call Intercept

Sprint Customer Care

*2 or Call Care

CheckDetails

Care CallIntercept

Call Care | From Contacts

*2 Ev 9:00 AM

Sprint Zone | *2

Contact Sprint

Call Sprint


My Sprint

My Sprint Account

Manage your sprint account. Check your current

balance, pay your bill, check minutes of use and

more...

Voice is working, testing 3G data connection.

Details abt issue, press here to fix.

Tips and Tricks

Tip and Trick 2

Watch a short video highlighting lorem ipsum

delorum illa quinta toru.

My Phone | (913)555-1234

My Connections

Issue #1

Sprint Store

Click here to make an appointment at a Sprint

Store near you.


Issue #2

Tip and Trick 3



Tip and Trick x



Click to complete a more comprehensive

diagnostic of your phone.

More Diagnostics

Voice 3G 4G (off)

Tip and Trick 1



Retain this as a call in call history.

Note:

!

!

Your phone - Overview



Your software is out of date. Click to upgrade to

the latest version now.

Mobile optimized site for making a retail apt.

- Not planned for phase 2... bonus if we get it.

- Web optimization not planned for phase 2...

we are waiting for them.

Future Phase: How soon can we do visual IVR?

Software out of date

Press here to go to “power manager”.

Battery power is low

Alerts | Examples below

Notes:

Tips and Tricks example below

4G and 3G are exclusive... one cannot be on

at the same time as the other.

4G: Cannot check all of the NAI and other info.

We have to tear down 4G to connect to 3G to

test this.

Limit the test to the current active data

connection

- allow the user to then manually test the other

connection in More Diagnostics.

identify 3G or 4G whichever one wasn’t tested

in the text below. Show the blacked out icon for

“not tested”. Go to more diagnostics to test the

inactive connection.

- This is new for more diagnostics.

- Identify disabled state... make it obvious that

they have 4G turned off for instance.

Care Call Intercept

Sprint Customer Care

*2

CheckDetails

Care CallInterceptCall Care | From Contacts

*2 Ev 9:00 AM

Sprint Zone | *2

Contact Sprint

Call Sprint


My Sprint

My Sprint Account

Manage your sprint account. Check your current

balance, pay your bill, check minutes of use and

more...

Voice is working, testing 3G data connection.


Tips and Tricks

Tip and Trick 2



My Phone | (913)555-1234

My Connections

Issue #1

Sprint Store

Click here to make an appointment at a Sprint

Store near you.


Issue #2

Tip and Trick 3



Tip and Trick x



Click to complete a more comprehensive

diagnostic of your phone.

More Diagnostics

Voice 3G 4G (off)

Tip and Trick 1



Retain this as a call in call history.

Note:

!

!

Your phone - Overview



Your software is out of date. Click to upgrade to

the latest version now.

Mobile optimized site for making a retail apt.

- Not planned for phase 2... bonus if we get it.

- Web optimization not planned for phase 2...

we are waiting for them.

Future Phase: How soon can we do visual IVR?

Software out of date

Press here to go to “power manager”.

Battery power is low

Alerts | Examples below

Notes:

Tips and Tricks example below

4G and 3G are exclusive... one cannot be on

at the same time as the other.

4G: Cannot check all of the NAI and other info.

We have to tear down 4G to connect to 3G to

test this.

Limit the test to the current active data

connection

- allow the user to then manually test the other

connection in More Diagnostics.

identify 3G or 4G whichever one wasn’t tested

in the text below. Show the blacked out icon for

“not tested”. Go to more diagnostics to test the

inactive connection.

- This is new for more diagnostics.

- Identify disabled state... make it obvious that

they have 4G turned off for instance.

Widgets / notifications

Getting executive buy in

Created posters, and a Flash-based on-device demo

Confessions(of(a(Development(Team(

!  Home(grown(process(not(working.(−  Requirements+defini.on+is+non0

repeatable.+−  Role+defini.on+is+unclear.+−  Priori.za.on+coming+from+different+

customers.+−  Lack+of+dedicated+resources.+−  Inability+to+gauge+velocity.+−  Lack+of+visibility+to+project+progress.+

!  Cultural(challenges(−  Email.+−  Mee.ngs.+−  Communica.on.+

!  Limited(developers.(

Why new products fail1. Me%too,)ho%hum)or).red)and)trivial)new)

products)

2.  No)front%end)homework)

3.  Lack)of)customer)or)user)input)and)insights)

4.  Unstable)product)specs)and)project)scope)creep)

5.  Func.onal)silos)and)no)real)project)teams)

6.  Far)too)many)projects)in)the)pipeline)–)no)focus)

7.  A)lack)of)competencies,)skills)and)knowledge)

8.  Speed…or)lack)of))

A simple concept can become complex fast. Then add agile

Then came the iPhone xxxx version

Notifications

Entertainment)

Entertainment

Design What launched

Effectiveness in assisting customers from Sprint Zone via Call Intercept

Earlier Zone architecture

Later Zone architecture

So far• Zone was launched May, 2010

• Added *2 Intercept in 2010

• Boost Zone in 2011

• “Place your app” in 2012

• Launched Zone 4.0 on iOS in Jan. 2012

• 4.0 on Android in November 2012 with Entertainment Zone

• HTML5 inevitable

Lessons learned?

• Business ad Product owners aren’t always focused on the customer

• Building such an app takes time, many iterations

• Think about the developers and who will build it.

• What can each platform offer the app that is unique

• agile and UX can work

• Ad placement has improved with Pinsight

#1When defining the success of an App, it can be just as much a success if they save money and not just make money.

Questions?

Mobile Case Study

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