Responsible Mobile Strategy - WebVisions 2011

ResponsibleMobile Strategy

@tyhatch #wv11

tyhatch@gmail.com

Impressionism

Claude Monet, Rouen Cathedral, Facade (Sunset)

Photography

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Edgar Degas, Four Dancers

Photography caused artists to question realism in art.

Pablo Picasso, Girl before a mirror

Art became an experience.

Best experienced in person.

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Go on, try it.

How does thisrelate to mobile?

Ubiquitous

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6.8bDesktop InternetWorld Population

Mobile Devices Connected to Internet

5b

2.08b

Sources: internetworldstats.com, j.mp/dxsTpn, j.mp/hmWS8Q

Mobile Internet1.5b

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Personal

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Empowering

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Mobile is big.

Mobile is big.Monster big.

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Mobile sales have passed PCs for units sold.

Source: j.mp/jav34S flic.kr/p/7dAyAY

HP’s betting the company.

How do I do mobile?

How do I do mobile?

How do I build _______?

42It depends.

learn { do }

learn

A particular long-term plan for success.

Strategy

[strat-i-jee]

1. A plan, scheme, or trick for surprising or deceiving an enemy.

2. Any artifice, ruse, or trick devised or used to attain a goal or to gain an advantage over an adversary or competitor.

Stratagem

[strat-uh-juhm]

Customers

*

Me

Important

The players:

The Cheerleadersexecutive management

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The Bulldozersmiddle/project management

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The Ninjasdesigners and engineers

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ResearchConversation with people who use your stu! and find out their needs.

‣ Go into the field: Conduct in-person interviewsListen and ask the right questionsWatch their body language, devices they use, usage patterns, pain points, etc.

‣ Inventory everything you have (content, analytics, server logs, processes, organizational structures, etc.)

‣ Analyze everything. Look for patterns and other clues that will lead to improving the experience people have with your product.

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Embrace ambiguity

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You can’t measure everything.

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It’s only going to get better, and worse,

because we have to fix that worse part.

“ “John Maeda, President RISD

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PlanCan you support what you are going to create, build and maintain over time?

‣ Map out how things will be done—content, design, development, everything—from beginning to end

‣ Ask hard questions (i.e. “Is this relevant?”) to identify what needs to change. This is HARD, so be HONEST

‣ Be ready to make the changes—organizationally, to processes, etc—needed to succeed

Strategy

Can you explain it to your mom?

‣ Be ambitious and aim high

‣ Keep it simple

{ do }

Put your plan in motion

‣ Iterative steps. Always aligned to strategy.

‣ Take risks and learn from failures

‣ Make adjustments along the way

‣ Be open and communicate

Implement

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Design

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Design Principles

Simple

Focused

Easy to use

Beautiful

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Progressive Enhancement

Responsive Design

Adapt

Context

Missing piece of the puzzle

‣ Currently lack of trust for mobile site, generally.

‣ What is being done, with what and how?

‣ Mobile Portland Panel: http://j.mp/m0THWj

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Optimal experienceevery time

Underlying technology

Context

Core experience

Strategy

Develop and Test

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What are my tools?

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Launch

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Repeat

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Mobile Strategy

Mobile StrategyStrategy

Thank you.@tyhatch #wv11

tyhatch@gmail.com