Designing Mobile for the Enterprise

Christian Santiago

About The CompanyConsidered the founder of the industry, Genentech, now a member of the Roche Group, has been delivering on the promise of biotechnology for over 35 years.

At Genentech, we use human genetic information to discover, develop, manufacture and commercialize medicines to treat patients with serious or life-threatening medical conditions.

The Enterprise Mobile Apps Team

Tech LeadsApp Analyst

UX App Analyst

DevelopersUX

App Analyst

Devices and Apps

iPad 25K iPhone 40K >1K Galaxy 300 Apps

Design Thinking

Design for People

Design for Performance

Design for and Measure Engagement

Design for People

Site Explorer• Location based app for finding

buildings and services on campus.

• Includes cafeterias, health and wellness, emergency contact numbers.

• Employees travel, so we need to integrate multiple locations.

Card Sort Exercise

App Design

Signal Me• Conference Room booking on

the go.

• Information displayed based on proximity.

• Very new technology not well known to our colleagues.

Prototype Testing

Test Results

Off My List• App to approve high dollar

finance transactions.

• One part of a more complex business process.

• Built on the SAP ERP system.

App Design

The “Happy Path”• The intended audience really

can make a decision at a glance.

• They might just want to get it done from the transaction list.

• Provide a swipe interaction, with no confirmation to approve.

Subject Matter Experts ≠ Users

Audience Research

• Identify your audience and separate them into segments.

• Look for problems and pain points, not requirements.

• SMEs are a great resource, but are not familiar with paint points.

Design for Performance

SOA Is Not Your Friend

• Uses data formats like XML, OData with large payloads.

• Requires too many HTTP calls.

• Often dumps entire tables with unneeded information.

• Too much metadata!

Keep It Light• Use what you have to

manufacture APIs.

• Make the meaningful, lightweight and self describing.

• Reduce the number of HTTP calls made in apps.

Smart Data Load• Delta algorithms server side can

reduce payloads, serving only new or changed information.

• ETag headers and http response codes signal the app that nothing has changed.

• Use background loading in iOS7 to allow the app to be used when new data are loading.

Offline First• Use the SDK or the browser to

store information on the device.

• Let consumers of your app know that information can be used offline.

• Detect weak or no connection to preserve battery life.

Site Explorer

Peeps

Data and API Design• Use lightweight APIs and reduce

the number of HTTP requests.

• Load and update with the audience and the constraints of the device in mind.

• Think through the use cases when people are offline.

Design for and Measure

Engagement

Peeps Usage Stats• 20,000 Users

• 94% Returning

• 70% of all sessions outside the corporate network.

• Top Events: Contact Someone, Search for a Person, Add to Favorites

Callback Lessons Learned

• 98% Returning User Percentage

• Dropped VPN Requirement in Q1.

• Usage climbed to 60% off the corporate network.

• Top Events: Listen to a message, delete a message

Design Lessons Learned

• Sharing is a small percentage of the events we track across most of our applications.

• These features do not appear to be easy to find.

• Do not invest resources in these use cases when defining roadmaps.

Measure App Usage• Measure ROI in terms of usage

and engagement, not downloads.

• Track specific events to find out what features work and which don’t.

• Use statistics in product decisions: future investment and feature roadmap.

Good Bad Feedback

“Dear colleagues,

Thank you for creating Peeps, the greatest app in the Roche/GNEAppStore. Unfortunately since you introduced the latest update I am unable to log into Peeps. Could you please advise how I can use Peeps again?

Thanks a lot!”

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