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


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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:


http://www.magazine.org/timecom-gm-craig-ettinger-bringing-responsive-web-design-iconic-brand

http://www.magazine.org/timecom-gm-craig-ettinger-bringing-responsive-web-design-iconic-brand

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

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© 2012 Capella Educa/on Company — Confiden/al — Do not distribute

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

Tasks

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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

Tasks

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.

Bad


• 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.

Good


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.

Best


5. Prioritizing user stories


Determining priority:Maslow’s Hierarchy of Needs


Abraham Maslow(1908-1970)

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Abraham Maslow, A Theory of Human Motivation, 1943


Kristofer Layon, A Theory of Human Motivation, 2012

Mobile

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PerformanceRespond

Transitions

Local storage

Web sockets

Offline


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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


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Performance DelightBasic

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Kano attributes


Kano Analysis



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Kano attributes


Kano Analysis



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Parent of 3 childrenKano attributes


Kano Analysis



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Parent of childrenKano attributes


Kano Analysis




Kano Model

6. Developing business proposals


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20122013

2014+

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

[email protected]


Thank you!

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mailto:[email protected]

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univ. of st. thomas pearson apr 30

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