Mobile Experience Discovery Findingsand RecommendationsFebruary 28, 2010

Outline

• Executive Summary

• Recommendation

• Design explorations

• Functionality recommendations

• Tech implications

• Project implications

• Proposed timeline

• Future phase recommendations

• Next steps

• Appendix

Executive Summary

Our POV

• Adopt existing user behaviors; do not try to create new ones

• Give users what they want, need and will use. Nothing more.

• Utilize the mobile solution that best fits the user task and behavior

Guiding principles for mobile success

Time-sensitive applications that matter to a user on the go now—rather than tasks that can be done later on a PC.

Interact with the user in his/her current environment and leverage location-awareness and device features (bar-code readers, audio-visual recorders) which deepen that experience.

The simplest experience offers an

easy-to-use interface, requires

the fewest steps to achieve the user’s goals, and pushes forward relevant

content while leaving out superfluous

content.

Mobile Behaviors

Commerce• Short, quick bursts of interaction• Brand agnostic• Consider multiple brands• Random, one-off purchase decisions• Shorter lengths of engagement• Users are often multi-tasking during process

Service• Conscious, repetitive use• Higher engagement & trust with the brand• Expectation around the interface “knowing” the user• Expectation for more robust services based on perceived value of product

Mobile Behaviors

Provide service contextual to the user’s intents and hardware conventions.

Don’t just take 20% of thedesktop experience

Contextual Content is King

Recommendation

Our Recommendation

Build a mobile solution which supports two distinct experiences--commerce and service—within a seamless device and aesthetic execution.- The context for a service need is fundamentally different from the context of

product exploration and research, and we expect limited user movement between the two.

- Utility and frequency of support activities will provide visibility to Dell’s commerce features and targeted cross-sell/upsell opportunities

Service features should focus on self-service and instant access to interactive Dell support built into a mobile app- Reduce the steps in identifying problems and getting help is key- Use a stored “technology profile” to filter results and push relevant information

Commerce features should support decision-making and conversion, and be built into a mobile web experience accessed via the app- Mobile users frequently use mobile devices to research and validate prices, specs,

etc.- Critically, purchase functionality should not be the focus. Customers have

expressed reservations about completing “big ticket” purchases via mobile (as opposed to PC)

Use the right tools at the right time

App

Interest Engagement with Dell Ownership

Purchase usually happens right about here

Site

Get Support

Check Prices & Compare

Browse Products & Purchase

Core Functionalit

y

RobustFunctionality

DeviceCapabilities

When designing an experience on a mobile device and porting functionality from the browser, it is essential to ensure graceful degradation of the user experience.

Users have an expectation of functional differences in platforms from web, to mobile, to other digital platforms.

The experience must be designed specifically for what the user requires based on behaviors with the device, both from a service and commerce perspective.

Integration, NOT Duplication

Service Commerce

Mobile App Mobile Site

Only contextually relevant offers based on the product you own

Mobile app and site will work seamlessly together

Utility and familiarity will drive higher

frequency of usage and seed the experience

Shopping will be universally

accessible with easier maintenance of catalog content

Design Exploration

Functionality Recommendation

Mobile app – the basics

• The primary function of the mobile app is to enhance the ownership experience

- The likelihood of an existing customer with brand familiarity downloading an app is many times greater than a non-customer

• An experience built around support features specific to an owned device will serve as core functionality

- Functionality will be simplified and streamlined from BRD requirements

• Limited contextual offers—related to the owned device—can be made available via the app, but broader shopping functions will seamlessly link from the app to a browser-based experience

Requirement BRD Mobile App Mobile Web Comments

Order Status Yes Yes Yes Is this necessary for phase I??

Product Identification Yes Yes No Manual or scanned.

Customer Identification Yes No NoNative. Phase II integration with online My Account

Search support knowledge base Yes Yes No

Support Videos Yes Yes No

Search/Browse User Forums Yes Yes No

Agent Interaction Yes Yes No Voice, email

Product Manuals Yes Yes No

Product Drivers Yes No No Ruled out by tech. Exploring for Phase II

Browse support topics Yes Yes No

Access & update “My Account” Yes No NoNative. Phase II integration with online My Account

PC Update Push Notification No Yes No Opt-in. Requires setting for users to adjust

Voice Recognition Yes No No Rejected in focus groups

Receive download links Yes Yes No

Service Features & Functionality

Mobile web – the basics

• As an extension of the functionality of the existing website, the mobile web is the natural and cost-effective solution for commerce

• The emphasis on functionality should be upon product research and comparison

- The option to buy should be available, but expectations of high mobile purchases should be tempered, at least in the short-term

• The commerce experience can be seamlessly accessed via a browser from the Dell mobile app

• The mobile web experience allows for significantly lower maintenance for catalog updates, deals, search, and other features available across multiple devices

Why shoppers access companies via mobile

Looke

d Up

Produ

ct P

ricin

g

Compa

red

Produ

cts

Looke

d Up

Produ

ct S

pecifica

tions

Viewed

Pro

duct

Rev

iews

Mak

e a

Purch

ase

Find

a Sto

re L

ocat

ion

Other

0%

10%

20%

30%

40%

50%

60%

Percent of Mobile Shoppers

Source: Foresee Results, “Explosion in Mobile Retail Provides Opportunity for Retailers,” January 10, 2011

Our Focus

Commerce Features & FunctionalityRequirement BRD Mobile App Mobile Web Comments

Home/Landing Page Yes Yes Yes

Marketing Banner Yes No/TBD No Not for Phase I possible for Phase II

Dell Company Details Yes No No Superfluous…should live on dell.com as link

Search Products Yes No Yes Key to Phase I shopping behaviors

Browsable Product Catalog

Yes No Yes Includes all standard config PCs and E&A

Contextual Product Offer No Yes No

Product Details Page Yes Yes YesLimited to contextual offers in app. Web accessible within app.

Product Gallery Yes Yes YesLimited to contextual offers in app. Web accessible within app.

Product Reviews Yes Yes YesLimited to contextual offers in app. Web accessible within app.

Product Comparison Yes No Yes Key to Phase I

Discounts & Coupons Yes No Yes Key to Phase I and should grow into app in Phase II

Deals Section Yes Yes Yes

Deals Push Notification No Yes No Opt-in. Only contextual

Cart and Checkout Yes No Yes Possible Phase II for accessories & related products

Save Progress No No YesNecessary for browsing in future phases. Possible for Phase II in app

System Advisor Yes No Yes Guided version of browse capability (above)

Technical Implications

Technical implications

• Antenna’s needs and expectations- My Account and Checkout/Cart are the two most complex tasks for Antenna.

- Antenna is expecting to get production-ready assets not PSDs (scope implications)

• Mobile web experience- Need to explore IT hurdles and timing for commerce requirements in mobile

URL

• Timeline trade-offs- Work in parallel with Antenna in sprints. Antenna requires detail functionality

and screen layout to work in the middleware while the final design is approved.

- Antenna will have more time to implement My Account and Checkout/Cart for Phase II

Screen Sizes and Densities

Low density (120), ldpi

Medium density (160), mdpi High density (240), hdpi

Small screen QVGA (240x320), 2.6"-3.0" diagonal

Normal screen HVGA (320x480), 3.0"-3.5" diagonal "WVGA (480x800), 3.3""-4.0"" diagonal

FWVGA (480x854), 3.5""-4.0"" diagonal

Large screen "WVGA* (480x800), 4.8""-5.5"" diagonal

FWVGA* (480x854), 5.0""-5.8"" diagonal

Platform and API considerations

4% 6%

32%58%

Android 1.5

Android 1.6

Android 1.5

Android 1.6

Android 2.1

Android 2.2

0

1

2

3

4

5

6

7

8

9API Level

Recommendation: Develop for platform version 2.2 with backward compatibility with 2.1 version.

Quality Assurance Implications

• Test in at least one device of each of the screen sizes and densities buckets

- 3 devices at minimum

• Test in at least one device with each of the platform versions that will be supported

- 2 devices at minimum for 2.1 and 2.2

• Test in at least top 3 US carriers

- if not physically available use third party services to virtually access mobile devices of different carriers

As more screen sizes, densities, and platform versions are supported the more time required for a proper quality assurance process

Proposed Timelines

Proposed timelines

Phase I Key Milestone DatesMilestone Dates

Present Mobile App Recommendation February 28

Sign off on functionality, timeline. Select design & provide feedback

March 3

Final design approval March 11

Home/Landing Page development March 14-March 30

Products feature set development March 15 – April 13

Product Ratings & Reviews development March 18 – April 12

Order Status development March 22 – April 15

Product Identification development March 24 – April 6

Search Support development March 28 – April 20

Support Videos March 30 – May 2

Support Community March 29 – May 4

Contact Us development April 5 – May 31

Product Manuals development April 11 – May 4

Browse Support Topics development April 13 – May 6

PC Update Push Notification development April 15 – May 10

Receive Download Links development April 19 – May 12

Reporting development April 8 – May 6

Deploy to Production June 6

Future Recommendations

Mobile Experience Phase II

• Roll out phase I app and mobile web globally (UK, Japan etc)

• Need to review and integrate various My Account requirements and opportunities

• More fully integrate contextual offers with app, including cart and checkout

• Work with IT to address driver downloads via mobile app

• Develop strategy to incentivize and encourage downloads

• Monitor user-behaviors and adapt

• Develop Days of Deals/Blk Friday shopping specific apps

Anticipate evolution in the mobile space

• Smartphone adoption will continue to grow, fueling increased commerce and support activities

- Apps offering curated shopping experiences will continue to proliferate

- Touchscreens, bar code scanners, and GPS enablement will expand functionality

• Future smartphone users will be less sophisticated than current smartphone users

- Early adopters have already committed to the platform

- Organic growth should be expected from more conservative users with a lower appetite for discovery and who require more education and recommendations from existing users

• Mobile is no longer limited to phones

- The explosive growth of tablets, eReaders, and other connected media devices warrants the ongoing consideration of brands in the mobile space

Moving forward

Next Steps

• Sign off on functionality & proposed timeline for Phase I

• Select design direction to focus creatively

• Begin detailed pathing and comp production

Thank you

Appendix

Mobile Technographics: Understanding The Connected Consumer

• Mobile Technographics provides the initial high-level snapshot that shows how sophisticated your target audience is.

• The groups are defined by the extent to which the mobile phone user has adopted mobile data services, the frequency of use of these services, and the level of sophistication of the mobile applications used.

September 2010 “US Mobile Technographics®: 2010”

Electronics shoppers over-index on mobile usage

Super Connecteds

Entertainers

Connectors

Communicators

Talkers

Inactives

0% 5% 10% 15% 20% 25% 30% 35% 40%

Purchased Electronics Online Online Shoppers US Adults

Source: Forrester Research, “Mobile Technographics®: US Online Shoppers,” February 14, 2011

How mobile shoppers use their devices in stores

Accessed the store's website

Accessed a competitor's

website

Accessed a shopping

comparison site

Accessed that store's mobile shopping app

Accessed a competitor's mobile app

0%

10%

20%

30%

40%

50%

60%

70%

80%

20092010

Source: Foresee Results, “Explosion in Mobile Retail Provides Opportunity for Retailers,” January 10, 2011

Screen Sizes and DensitiesLow density

(120), ldpiMedium density

(160), mdpiHigh density (240), hdpi

Small screen (240x320)Dell XCD28: OS 2.1

Normal screen (320x480)HTC Magic: 5.5% USSPHTC Hero: 4.2% USSPHTC Droid Eris: 4.3% USSP

(480x800),(480x854)Dell XCD35 : OS 2.1

Motorola Droid: 15.4% USSP, ~30% AndroidSony Ericsson Xperia: 6.7% UKSPHTC Desire: 6.3% UKSP

Large screen (480x800),(480x854)Dell Streak: OS 1.6 upgrades to 2.2

Screen Sizes and Densities

Low density (120), ldpi

Medium density (160), mdpi

High density (240), hdpi

Small screen 2.3%

Normal screen 0.4% 45.9% 51.2%

Large screen

Screen Sizes and Densities

• Recommendation:

- Base on user base and phone distribution support normal screen, medium and high density.

- Base on the nature of the project and taking the advantage that use same screen sizes with the difference of the diagonal length support large screen, medium density.

Low density (120), ldpi

Medium density (160), mdpi

High density (240), hdpi

Small screen

Normal screen Support Support

Large screen Support