behind the curtain secrets to mobile app wizardry - paul gelb razrofish sxsw

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BEHIND THE CURTAIN:SECRETS OF MOBILE APPLICATION WIZARDRYMARCH 2011

#Appwiz

BEHIND THE CURTAIN:SECRETS OF MOBILE APPLICATION WIZARDRYMARCH 2011

#Appwiz

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INTRODUCTION

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WHAT WEWHAT WEWHAT WEWHAT WE

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Value of mobile is amplified by channel & connective tissue dualityPotential to deliver unprecedented value to both consumers and businesses

WEB APPS MESSAGING X-CHANNEL

SOCIAL

LOCATION

COMMERCE

SEARCH

CONTENT

CHANNELS

FEATURES/B

EHAVIO

RS

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Applications will have largest impactTech giants, publishers & brands have declared….

Success of their business depends on success in mobile

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CONSUMERS VALUES ONE THING THE MOST…

SCALEENGAGEMENTTARGETINGMEASUREMENTVIRAL SHARING TRANSACTION3/12/2011 7

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Mobile has a 95/5 rule; very few are successful

FAILURESUCCESS

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IT IS

HARD,AND HARD IS

GOOD

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Emerging human behaviors matter

IN THE WWW OF PEOPLE,

Process should prioritize purpose instead of repurpose

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OLDCREATE SKUNKWORKS AND

INNOVATION LABS ON THE EDGE OF THE FIRM AND THEN ABSORB THEM

WHEN THEY START TO WORK

NEWSTRUCTURE THE EDGE SO IT CAN PULL THE CORE TO THE EDGE

S-curveStable over decades

(few real changes in 60 years)

Rapid set of punctuated moves(potentially never ending)

App development should be considered a continuous process

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BEST PRACTICES

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THER

E AR

E

BEST PRA

CTICES

� Too early for any best practice to be gospel

� Everyday there is an opportunity to define best practices

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� Experience needs to be somewhat familiar

� Similar to fashion design, small change as people want to be different but not too different

� Don’t confuse the user

and

DIFFERENTIATEPROCESS

Evaluation metrics should be leveraged for features, functionality and design

EfficientPrioritizes performance minimized navigation paths, personalized and contextualized communications

EngagingDeepens relationship with consumer and provides moments of unexpected utility/playful interactivity

ExperientialOffer robust set of utilities within an intuitive interface; cross-channel touch points become more interactive

Always On Provide a real-time, proactive and notification-driven resource

OpportunisticLeverage more advanced functionality of handset and new consumer behaviors, with data supported iterative updates and enhancements

MalleableIs sustainable over time, accommodating different messages and products without sacrificing scalability

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