RJ Owen's talk from Future Insights Live 2014 in Las Vegas: "Our users are dependent on their mobile devices and their expectations for excellent experiences are getting greater and greater. We'll take a look at the modern day customer, considerations we must remember when designing mobile experiences, and how the latest technologies can help us deliver." Miss his talk? Join us at a future show: www.futureofmobile.com. Sign up for our newsletter at futureinsights.com and get 15% off your next conference.

1. Mobile Customers &
the Digital Experience

2. UniversalMind™
source: NYTimes

3. UniversalMind™

4. UniversalMind™

5. • ~200M iPads and iPhones sold 2013 worldwide (2x cars)
• iOS: $20B in revenue since 2008
• Touch screens
• App stores
• “Edge”, 3G, Wimax, “4G”, LTE
MOBILE IMPACT

6. UniversalMind™

7. UniversalMind™
~2009: WHAT IS YOUR MOBILE STRATEGY?
source: iainclaridge.co.uk

8. RJ OWEN
Director of User Experience
Universal Mind
universalmind.com
rj.owen@universalmind.com
@rjowen

12. UniversalMind™
source: Luke W
“MOBILE” 2014

13. UniversalMind™
WHAT IS YOUR MOBILE STRATEGY?
source: iainclaridge.co.uk

14. UniversalMind™
WHAT IS YOUR DESKTOP STRATEGY?
source: anandtech.com

15. UniversalMind™
Source: NYPost.com
WHAT IS
YOUR
WATCH
STRATEGY?

16. UniversalMind™
Source: Mashable
WHAT IS
YOUR
GOOGLE
GLASS
STRATEGY?

17. UniversalMind™
WHAT IS YOUR
OCULUS RIFT
STRATEGY?
source: theguardian.com

18. UniversalMind™
There is no mobile strategy - only the strategy.
Jason Grigsby (2007)

19. UniversalMind™
What is your strategy?
What do you offer customers?
What is your brand experience?
BRAND EXPERIENCE?
TARGET CUSTOMER?
STRATEGY?
WHAT IS YOUR…

20. UniversalMind™
“You can practice shooting eight hours a day, but if your
technique is wrong, then all you become is very good at shooting
the wrong way. Get the fundamentals down and the level of
everything you do will rise.”
Michael Jordan

21. UniversalMind™
MOBILE IS THE
MEDIUM
but the experience is much
bigger than the device.
source: sfcitizen.com

22. TREND IN MOBILE:
NO ONE CARES ABOUT “MOBILE.”
PEOPLE WANT GOOD
EXPERIENCES.
SOMETIMES THAT MEANS “APPS.”

23. WHY DO YOU
NEED AN APP?

24. UniversalMind™
Why do you need a mobile app?
A.) Increase revenue through in-app advertising
B.) Market through a mobile store channel
C.) Competitors are on the app store!
D.) Translate or augment your core offering

25. UniversalMind™
Why do you need a mobile app?
A.) Increase revenue through in-app advertising
B.) Market through a mobile store channel
C.) Competitors are on the app store!
D.) Translate or augment your core offeringD.) Translate or augment your core offering

26. UniversalMind™
“My advice is this: It’s ok to have your own app, but your
entire mobile marketing strategy should not stop at
building one. But if you are going to invest in your own
app, make it something that you would want to use. No
one wants to download an ad.”
Harvard Business Review

27. TREND IN MOBILE:
NO ONE WANTS TO
DOWNLOAD AN AD.

28. Useful
Usable Desirable
AVOIDING THE “AD APP” TRAP

29. UniversalMind™

30. • Always On
• Local
• Personal
• Reality, Augmented
• Available
• Contextual
• Friendly
• Helpful
MOBILE IS… HOPEFULLY
• Annoying
• Creepy
• Creepy
• Dorky
POTENTIALLY

31. UniversalMind™
http://estimote.com/
TARGET
SPECIFIC
CONTEXTS

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33. UniversalMind™
http://www.todaysiphone.com/2014/06/ios-8-adds-ability-scan-credit-cards/
MAKE USE OF
SENSORS

34. UniversalMind™

35. UniversalMind™

36. UniversalMind™
Do people use QR codes?
A.) No
B.) Very no
C.) What’s a QR code?

37. TREND IN MOBILE:
DON’T RELY ON QR
CODES….FOR
ANYTHING.

38. UniversalMind™
CONSIDER
INTERRUPTION
CREATE FOCUS

39. UniversalMind™

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43. UniversalMind™

44. DON’T START WITH THE
BUSINESS MODEL.
DON’T START WITH THE
TECHNOLOGY.
START BY DEFINING THE
EXPERIENCE.

45. UniversalMind™
The greatest obstacle to discovery is not ignorance,
but the illusion of knowledge.
Daniel Boorstin

46. START WITH A
CUSTOMER
NEEDS STUDY
Understand what your
customers need out of your
brand.
Solution Need
Need
Need
Need
Solution

47. CUSTOMER NEEDS STUDIES
• Small sample sizes per customer group (if segmentation
exists) to start
• Large samples to statistically quantify findings (if possible)
• The goal: identify “unkwown observables” and establish a
depth to design from

48. UniversalMind™
Creativity is just connecting things. When you ask creative
people how they did something, they feel a little guilty
because they didn't really do it, they just saw
something. It seemed obvious to them after a while.
That's because they were able to connect experiences
they've had and synthesize new things.
Steve Jobs

49. DOCUMENT THE CURRENT EXPERIENCE

50. DOCUMENTATION TECHNIQUES
• Journey maps and Atlases
• Personas or representative customer profiles
• Atomic modeling
• Customer insight report with interview results
• Deeper task analysis and further investigation

53. IDENTIFY AREAS OF IMPROVEMENT

54. DESIGN FROM DEPTH

55. UniversalMind™

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59. UniversalMind™

60. Thank you.
rj.owen@universalmind.com
universalmind.com
@rjowen