univ. of st. thomas pearson apr 30

Shifting Sands:Web 3.0 and Mobile

Kristofer Layon

Opus College of BusinessUniversity of St. Thomas

April 30, 2013

Kristofer Layon | @klayon | UST — 04.30.13

Everyone and their mother grandmother isusing a smartphone today. ht

1. Mobile trends

2. What is a Minimum Viable Product?

3. Being responsive

4. Writing and following user stories

5. Prioritizing user stories

6. Developing business proposals

7. Sharing roadmaps and release plans

8. Mobile challenges

1. Mobile trends

• Responsive design: double your mobile stickyness.

• As soon as you solve adaptive layouts and content, address performance.

• Native or mobile web? Yes.

• Never underestimate what people will do on tiny screens.

Sources:• http://www.magazine.org/timecom-gm-craig-ettinger-bringing-responsive-web-design-iconic-brand• http://www.pewinternet.org/topics/Mobile.aspx?typeFilter=5

Mobile trends:

2. What is “minimum viable”?

Can you imagine a telephone service that did not ring when there was a new call?

We would be unhappy — is there someone waiting for us to answer?

Similarly, without notifications Capella Mobile feels like it is OUT OF ORDER.

3. Being responsive

It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.

Charles Darwin1809-1882

Compe//ve Analysis: current

Capella Phoenix Walden Liberty Ashford Strayer

iPhone App Store

Android App Store (Google Play)

Discussion read

Discussion write

NoAficaAons: grades

NoAficaAons: reply from instructor

NoAficaAons: reply from classmate

Course media (docs, A/V, ebooks)

Campus news

Library

Register for courses

2.5 3.0 2.5 3.0 4.0 n/a

2.3 4.4 2.5 3.5 4.0 n/a

Compe//ve Analysis: 2013

Capella Phoenix Walden Liberty Ashford Strayer

iPhone App Store

Android App Store (Google Play)

Discussion read

Discussion write

NoAficaAons: grades

NoAficaAons: reply from instructor

NoAficaAons: reply from classmate

Course media (docs, A/V, ebooks)

Campus news

Library

Register for courses

4.0 3.0 2.5 3.0 4.0 n/a

4.0 4.4 2.5 3.5 4.0 n/a

How can your design (and organization)weather environmental changes?

Don’t set out to redesign.

Respond and reprioritize.

4. Writing and following user stories

User stories:Defining user needs in human terms

User stories help you focus your successon making a real impact, not just

delivering solutions.

Students visiting our web site will use a jQuery web form to interact with our event registration, and will get there by seeing

Forms in the top nav.

• Output: what you make• Outcome: the UX results of using what

you make• Impact: the business results of using

what you make

The right ingredients

As a student, I am able to register for an event on your web site.

As a student, I prefer to register for an event on your web site using my

smartphone.

Better

As a student, I prefer to register for an event on your web site using my

smartphone. I am more likely to register that way and attend the event.

5. Prioritizing user stories

Determining priority:Maslow’s Hierarchy of Needs

Abraham Maslow(1908-1970)

Abraham Maslow, A Theory of Human Motivation, 1943

Kristofer Layon, A Theory of Human Motivation, 2012

Mobile

SeeRead

Navigate

SharePinch+Zoom

PerformanceRespond

Transitions

Local storage

Web sockets

Offline

Kristofer Layon | @klayon | UST — 04.30.13 http

You can have more than one priority,

but everything can’t be your top priority.

Product management is about identifying needs

and managing priorities to maximize satisfaction.

Kano Model

http://1.bp.blogspot.com/-7y-e8Fm1_Ik/T6rYexg6AOI/AAAAAAAADOA/ELLTW_Lc5XQ/s1600/Crazy+Hair+Kelli.jpg

Clients and executives like graphs!

Performance DelightBasic

54321 Trabant

Kano attributes

Kano Analysis

54321 Porsche

Kano attributes

Kano Analysis

54321 Porsche

Parent of 3 childrenKano attributes

Kano Analysis

54321 Minivan

Parent of childrenKano attributes

Kano Analysis

Kano Model

6. Developing business proposals

20122013

Percentage of Capella customers with smartphones

79% today81% by Q2 of 201392% by 2014+

Communispace research findings, October 2012

• 5,300 phone call attempts per term• 21,000 phone call attempts per year• Average length of a call attempt: 1.5 minutes• 31,800 minutes (or 530 hours) per year• 13.25 weeks (or 3.3 months) per year• Equal to one full time position every four years

Analysis of advisor call attempts:non-participation at the beginning of a new course

7. Sharing roadmaps and release plans

Mobile Roadmap + User Story BacklogRev. November 12, 2012

Kristofer Layon, Mobile product manager

Library:hours; ask a librarian;search for books

Social:purpose and goals;edit profile

Highest Priority

Currently in development

Courses:read assignment descriptions

Academic plan:register for courses

Courses:read the syllabus

Courses:messages (AKA “course email”)

Course discussions:unread indicators,read/unread status

Highest Priority

Contact:share questions, ideas, problems (Get Satisfctn)

Notifications:financial aid is awarded

Notifications:assignment grade is posted

Notifications:instructor replies to discussion post

Notifications:classmate replies to discussion post

Highest Priority

Notifications:new course message

Notifications:advising alert for non-participation

Notifications:course grade is posted

Notifications:discussion post is due

Notifications:advising alert for not being registered

Notifications:on/off,set event preferences

Course discussions:collect posts

Task list:read, edit, and add tasks

Timeline:time-based UX for prospects & learners

Courses:profile pics in discussion posts

Course discussions:replies to you

Offline browsing with online sync

Highest Priority

Notifications:assignment is due

Timeline:integrate enrollment counselor events

Academic plan:program map

Notifications:advising alert for initial advising appointment

Notifications:advising alert for change in acad. plan

Notifications:task list alerts

Timeline:integrate CapellaFacebook, Twitter

Course discussions:collect posts

Units:intro. and objectives

Task list:read, edit, and add tasks

Units:e-books

Social:participate in iGuide community discussions

Timeline:time-based UX for prospects & learners

Courses:profile pics in discussion posts

Course discussions:replies to you

Career advising

Offline browsing with online sync

Highest Priority

Notifications:assignment is due

Getting started:introduction and expectations

Timeline:integrate enrollment counselor events

Academic plan:program map

Notifications:advising alert for initial advising appointment

Notifications:advising alert for change in acad. plan

Notifications:task list alerts

Timeline:integrate CapellaFacebook, Twitter

Q1 2013 Q2 2013 Q3 2013 Q4 2013

LibraryWhat: Search for books and ar/cles; ask a librarian.Why: Make it more convenient to begin research, and easier to contact a librarian for assistance.

Social ProfileWhat: Edit / add social profile, including purpose and goals.Why: Increase opportunity for learners to access their social profile, encouraging personal development and social engagement.

DiscussionsWhat: Know more informa/on about discussions (quan/ty, unread, etc.)Why: Our discussion UX s/ll requires a lot of explora/on. We can do beUer to convey ac/vity.

Tablet UXWhat: Expand access to course and campus content and interac/ons via tablets.Why: Our tablet use is increasing, so we need to keep our eye on tablet UX and deliver more via browser or na/ve apps.

NoAficaAonsWhat: Opt-‐in for real-‐/me no/fica/ons re. grades, replies, fin. aid.Why: This is the top-‐requested mobile capability of our learners aXer a full discussion experience.

Course contentWhat: Read course syllabus and assignment details.Why: Delivering a full discussion experience isn’t enough; we should be providing access to more course content. This starts with more basics.

Write to discussionsWhat: The Bb9 rollout should be completed, so I want the mobile experience to be as good as it can.Why: It will be cri/cal to not have unfinished details for discussions.

Other priori.es as .me permits:• Performance enhancements• Tasks• Course registraAon

Mobile Release PlanRev. December 12, 2012

• Start with customers or key stakeholders and their everyday needs.

• Design from your content out.• The least amount of design and

development necessary to meet a need;utilize “Lean UX Design”.

• Iterate and add only if more is requested.• The result: simple, lightweight solutions.

Minimum Viable Product:

• Get away from your desk – talk to people.• Get market data, then write user stories.• Prioritize, estimate, prototype solutions.• Road map product enhancements.• Be agile: iterate, deliver, evaluate, and repeat.

Product Management:

8. Mobile challenges

• It’s too easy to make mobile about technology.

• Vendors overpromise and underdeliver.

• Leadership rarely has experience with UX pain.

• User testing mobile is hard.

• Accepting disposable development is hard.

Challenges:

• Use small, cross-functional teams and a Figure It Out mentality.

• Be agile and assume that most of your hypotheses will be wrong.

• Remove waste, emphasize speed and outcomes.

• Small batch sizes and continuous discovery.

• Make instead of analyze.

Lean UX

@klayon

www.slideshare.net/klayon

kris.layon@gmail.com

Thank you!

univ. of st. thomas pearson apr 30

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