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SXSWi presentation: Designing a Seamless Web to Mobile Experience Full description of session at SXSWi: Clearly more and more consumers and small businesses are making the move to mobile to help manage their day to day lives. With that migration comes the demand – and expectation – for seamless utility between their Web and mobile experiences. Rather than having services live separate lives via their desktop or Web applications, customers are looking for instant gratification in an end to end experience independent of what device they’re using to access their information. The problem? No one is providing this seamless experience yet – and if they are, it is not meeting customer expectations. We will explore the ways that companies can and are making the successful translation of Web to mobile and how that will result in customer delight and uptake of new mobile services across the market. Presenter: Omar Green Director, Strategic Mobile Initiatives Intuit
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Designing a Seamless Web to Mobile Experience
omar greendirector, strategic mobile initiatives
@madfu @intuitinc#liquidux
who am i?
inventor
filmmaker
strategist
entrepreneur
developerpoet
thinker
geek
i’m not a designer
MIT grad
toy lover
who do i work for?
File my taxesCheck my balance
Get Paid Acquire customers
Our Mobile Apps Address Real Problems
If UX as a domain focuses on the experiential, subjective, affective, and meaningful components of product development and human-computer interaction, then Liquid Experience considers these things from a “fluid” cross-platform, cross-context perspective.
defined
“I can use this solution at my desktop, and it feels right there, but I can also switch to use it on my handset, or on my tablet, or with my TV or in my car and it feels right there too.”
in the ideal…
First Principles
everything everywhere,right-sized
picking up…where I left off
cool new stuff!(i didn’t know i could do)
smarter-than-me software
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Context
In the broadest sense, CONTEXT represents the circumstances around which a user expresses behavior, captured digitally. It can encompass geo-spatial, temporal, emotional, cognitive, and other domains, so long as the domain lends itself to electronic monitoring and data capture.
defined
A “Mobile” Context
A “Tablet” Context?
And What Context Is This?
Some Context Questions
• Who are you (in general)? Who are you, now?
• Where are you and who are you with?
• What are you doing? What did you just do?
• What are your responsibilities?
• What device are you using?
• How much money do you have?
• What do you need?
• May I interrupt you?
Expectations Summary
• Take me somewhere, on an adventure
• Go beyond my human limits, transform me into the best me
• Help me right the wrongs done to me
• Allow me to discover, understand and fulfill my destiny
• Help me to see and to do the impossible
• Enable me to connect, to share my best, most profound experiences
• Help me get the things that I want/need
• Become a part of me, extend my reach, but don’t take away my control
• Become an integral part of my space, look after me, protect me, but don’t take away my control
• Inspire me, challenge me, call me to action
How
First Principles
1. build an iceberg
2. stop writing code; start watching people
3. “get” context
4. design/build tools to flex your services
5. get to work
6. build smarter services
BUILD AN ICEBERG
distill ‘site’ into ‘service’
STOP WRITING CODE START WATCHING PEOPLE
Customer Driven Innovation
“GET” CONTEXT
• for each device/surface, understand the contexts – be specific• understand how context may dictate the flow between devices • “meaning” is as important as task completion or simplicity
Starting questions
• What contexts are appropriate/inappropriate for completing this task/workflow? Does my user agree?
• What are the stakes? What does it mean to initiate/complete this task in this context? What does it mean to be frustrated by it?
• What sorts of things would I need to know to anticipate the next context/task?
• Could I use the data from one context in a new one? How?
DESIGN/BUILD TOOLS TO“FLEX” SERVICES
your tool box is empty…fill it
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• Addressable base• Billing relationship• Brand equity• CDI / D4D• Channels• Customer Data• Desktop integration• Domain expertise (+IP)• Openness / Platform• Payments• Services
• Always present• Billable• Communication• Connected• Context-aware• Global reach• Marketplaces / Decks• Measurability / Target-ability• Media Creation• Personal
• Authenticity• Collaboration• Financial Interdependency• Gaming Mechanics• Immediacy• Measurability/Target-ability• Media (broad / narrow / micro
- casting)• Network effects• Peer / class effects• Presence• Real-time information• Self-expression• Compose-ability• Shared Meaning / Affinity• Status / Real-Time Info• Transparency• UGC• Virality
• Affiliate• Business model disruption• Revenue re-distribution• Co-branded / Rev-share• Free / Advertising / Ad. Delivery /
Search• Free/attach/lift• Freemium• License Fee• One time license (on/off deck)• Reseller bounty• Rev-share (on/off deck)• Service consumption• Subscription /MRR• Transaction-based• Virtual-goods / services• White label license
Mobile Offering Matrix Co
rporate Levers
Mo
bil
e L
evers
Social Levers
Revenu
e Mod
els
• Language/dialect flexibility• Cultural specificity• Region-specific UX• Heterogeneous profile/usage data
(aggregated)• Local legal & tax compliance• Privacy• In-country business acumen• Local channels• Multi-national scalability &
defensibility• Local infrastructure constraints• Indigenous talent/innovation
Glo
bal
Att
rib
ute
s
• 100 cards
• each with a different perspective with which to challenge your thinking
• pick 5 at random
• adapt the questions to your specific problems/contexts
Mobile Experimentation Platform
GET TO WORK
design/build -> launch -> iterate -> fail -> learn -> repeat……across multiple devices……and don’t simplify too early…
BUILD SMARTER SERVICES
•embed context awareness into your solutions•enable a dynamic user experience
A Final Word
“We become what we behold. We shape our tools, and then afterwards, our tools shape us.”
- Marshall McLuhan
Thanks!
