No you don't need an app. Really.

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No, You Don’t Need an App. You might might need an app, but it’s definitely not for certain and hypothesis-driven design is the way to find out. Really. Nikolaj Gandrup Borchorst, UX Lead, Ph.D.

Transcript of No you don't need an app. Really.

No, You Don’t Need an App.

You might might need an app, but it’s definitely not for certain and hypothesis-driven design is the way to find out.

Really.

Nikolaj Gandrup Borchorst, UX Lead, Ph.D.

© Creunahttp://qz.com/825014/mobile-website-views-surpassed-desktop-views-for-the-first-time-ever-in-october-2016/

Worldwide PC Shipments Over the Past Decade

© Creunahttp://gs.statcounter.com/#desktop+mobile+tablet-comparison-ww-monthly-200812-201610

Mobile Page Views Surpass Desktop

© Creuna

Spent by marketers on app install advertising in 2015.3.000.000.000$

eMarketer “App Marketing 2015: Fighting for Downloads and Attention in a Crowded Market,” July 2015.

© Creuna

Increase from 2014.80%

eMarketer “App Marketing 2015: Fighting for Downloads and Attention in a Crowded Market,” July 2015.

© Creuna

Apps will be downloaded in 2017.200.000.000.000

eMarketer “App Marketing 2015: Fighting for Downloads and Attention in a Crowded Market,” July 2015.

© Creuna

© Creuna

Of apps are only opened once.

25%eMarketer “App Marketing 2015: Fighting for Downloads and Attention in a Crowded Market,” July 2015.

© Creuna

© Creuna

© Creuna

“We Need an App!”

© Creuna

© Creuna

Mobile First!

Not this!

© Creuna

Digital First!

Or this!

© Creuna

Customer ExperienceFirst!

But this!

Does the functionalitycreate value for the customer?

Relevancy UsabilityDoes the customerunderstand how toMake use of thefunctionality

Does the touch pointcontribute to thecustomer’s impressionof the brand?

Brand BuildingIs the touchpointattractive?

Attractive

Does the functionalitycreate value for the customer?

Relevancy UsabilityDoes the customerunderstand how toMake use of thefunctionality

Does the touch pointcontribute to thecustomer’s impressionof the brand?

Brand BuildingIs the touchpointattractive?

Attractive

GAP

When a product or a service does not meet or exceed the anticipation already createdwith the customer through marketingor other touch points.

Service Anticipation Gap

SOURCE: HENRIK KNIBERG: AGILE PRODUCT OWNERSHIP IN A NUTSHELL

© Creuna

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Implementation LaunchDesign

Number one of possible designalternatives

Cost of change

Design as a Risk Mitigator

Feasibility

Desirability

Viability

Human-Centered

Integrated

Iterative

Creuna’s Design Principles

Results-Driven

Human-Centered

Integrated

Iterative

Creuna’s Design Principles

Results-Driven

SCOPE

STRATEGY

RESEARCH

DESIGN

STAFFING

MODERN

Executive leadership plus centralized

strategy & governance

Shapes experiencestandards

Qual and quant drivenhypothesis-driven experiments

Set vision and shape roadmapAligned to firm strategies

End-to-end digitaland non-digital

OUTDATED

Generalist individualcontributors

Wireframes

Usability testing

Absent

Ad-hoc, digital only

PROGRESSIVE

Full teams with research,IxD, visual design prototypes

Process goes from sketchto high-fidelity

Iterative testing,some generative research

Gather requirements

Multiple digital touchpoints

Summing Up

© Creuna

• Screw Mobile, think Customer Experience

• Late change is expensive, so learn & adjust early

• Dare to put a value on your touchpoints

Summing Up

Make a new slide to add or change the icons by using graphics from www.iconmonstr.com

thanks for listening!

creuna.dk [email protected]

company/creunaslideshare.net/creuna +45 22 49 53 15

Nikolaj Gandrup Borchorst User Experience Lead, Ph.D.