user-centered (mobile) device strategy

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18. september 2014 1

User-Centered (Mobile) Device Strategy

Soeren Engelbrecht

Tryg Insurance – DK/NO/SE

UX Cambridge, September 12, 2014

Det handler om at være










1. Introduction – Why You Should Go Mobile

2. ”Mobile Device” is a very Broad Term

3. Always Focus on the User Task

4. Choosing the Right Device Mix

5. Web Presence Across Devices

6. Mobile Apps – Finding the Right Path

7. Case: Tryg

8. Takeaways










The World is Turning Towards Mobile Devices


Preferred devices for web use in Denmark, 2013










Users Acces the Web from Multiple Devices

Internet use on a daily or near-daily basis DK, 2013, TNS Gallup

12-24 years

25-39 years

40-59 years

60+ years

12-24 years

25-39 years

40-59 years

60+ years

12-24 years

25-39 years

40-59 years

60+ years

The digital transformation of the Danish Society is nearing completion

• 67% of the population aged 15-70 have a smartphone

• From 2012 to 2013, tablet penetration in families with children aged 5-12 rose from 51% to 74%










Strategy Funnel

Company Strategy

Digital Vision

Device Strategy

Roadmap

Execution
















7. Case: Tryg

8. Takeaways










”Mobile” Devices are Part of a Larger Ecosystem

• ”The Internet of Things” means that all kinds of devices can be connected, displaying and reacting to online data

• Smart TV’s

• Desktop PC’s

• Laptop PC’s

• Netbooks

• Tablets

• Phablets

• Smartphones

• Featurephones

• Cameras

• Glasses

• Watches

• Wristbands

Beware: Many statistics only talk about ”Mobile Devices” and do not distinguish between Phones and Tablets










Select Devices from an End-User Perspective

Laptop Smartphone Microdevice PC Tablet

Large screen

Stationary

Longer interaction

Fewer daily tasks

Shared between users

Slow start-up

Longer life-time

Vs.

Small screen

Portable

Shorter interactions

Many daily tasks

Personal

Instant start-up

Shorter life-time










Usage Patterns Differ Among ”Mobile Devices”










Functionality Across Devices

General use Situation-specific use

Tablets Smartphones Microdevices PC’s / laptops

Website: Full functionality

Website: Full

functio-nality

Tablet Apps: Subset

of functio-nality

Mobile Apps: Select functionality

Mobile Web: Subset of

functionality

Micro-Apps: Minimal

functionality

Messaging: Specific tasks










Cross-Device Ecosystems
















7. Case: Tryg

8. Takeaways










Quiz: What do these two People have in Common ??

Answer: Both of them make money from building websites

Mark, 30, United States Rosa, 68, Denmark

Be very careful about targeting your ”online device presence” using classical age, gender, education, income, or zip code segments









Question #2: What can you offer to

help them achieve their goal ??


Focus on ”Usage” Rather than ”User Segments”

Question #1: What are your users

trying to accomplish ??

”Mobile First” (Wroblewski) is useful for determining primary

User Tasks, even if your primary platform is not mobile









18. september 2014 16 18. september 2014 16

Both Apps and Websites are Tools for the User

The main difference is that an App is a piece of software that you install on your device (Phone, Tablet, PC), while a website is a place that you visit

• Conversely, there is a high(er) potential for retention in an App, since a

web visit involves less commitment, and an App offers an immersed

experience with more tools/features available

• An App is also permanently visible on the user’s desktop

Two tablet apps for accessing information about Ford Cars

• A website can be accessed from any browser, while an App requires attention, perceived relevance, installation, and use to be successful

• Remember: The ”installed base” for your new App is always zero, while browsers are at 100%










Is your Presence with the User Strong Enough ??










Public Service: Municipality Apps

Android installs:

10-50

Android installs:

10-50

Android installs:

10-50

Android installs:

500-1.000
















7. Case: Tryg

8. Takeaways










Check-List for Choosing a Device/Technology Mix

• Quick answer to a simple question ??

• Expected time to solve – short or long ??

• Amount of reading required

• Amount of filling-out to do

• Does the user task fit naturally into a larger theme ??

• Does the User Task involve (subjectively) important decisions ??

• Interaction Frequency: Daily, frequently, intensive for a short period, rarely ??

• Relation: Customer, potential customer, employee ??

• Expected number of users

• How hard are potential users to reach ??

• Where will the user typically be ??

• Will he need to move around ??

• Will he have a steady, high-speed Internet connection – or none at all ??

• Is device-specific hardware relevant ?? (GPS, camera, webcam, motion sensor, barcode scanning, text messaging)

• Is a touch interface augmental or detrimental to the UX ??

• ”Market Standard” is IOS and Android – should we move beyond that ??

• Are any devices or technologies excluded, e.g., Java on Tablets ??

Type of User Task Level of User Involvement

Physical Setting(s) Technology










Simple User Task

Complex User Task

High involvement and/or frequency

Low involvement and/or frequency

Solution: Large Screen

App, e.g., MS Word

Solution: Small screen App, e.g., Yahoo Weather

Solution: Large Screen website, e.g., Dell.com

Solution: Small Screen website, e.g., m.ikea.dk

User-Task-Based Choice of Device and Technology

User Task: Write a historic novel

User Task: Will it rain tomorrow ??

User Task: Buy a tailor-made computer

User Task: Is IKEA open today ??










Multi-Device Service Matrix – An Example

• A (fictional) company sells heating systems for energy-optimizing private homes

• Target group is the home-owners, who make the purchase decision

• The heating system can be controlled remotely

Web

Web

App

Web

App

SMS

Pre-sale Purchase Daily use Service
















7. Case: Tryg

8. Takeaways










Screen Sizes Range from 3-80 inches

Laptop Smartphone PC Tablet Smart TV

Large Screen Small Screen

…but what if you take viewing distance into account ??










”Responsive” Solves a lot of Problems, but…

• Consider, if your particular site really warrants numerous visual

presentation modes

• Should your content be responsive, too ??

• Are your functional elements easily made responsive ?? Are they

relevant at all for Small Screen use ??










Where are your Web Users Coming From ??

Get to know the current device mix of your users, then

determine the relevant User Tasks for each web device
















7. Case: Tryg

8. Takeaways









18. september 2014 28 18. september 2014 28

Competition is Fierce

The user is willing to install an App, if:

• It is perceived as relevant

• It can quickly solve a task or a problem

• It promises long-term value

• It is focused and easy to understand

Oct, 2013










Considerations to Make

• If you believe that an App is the right solution to a User task, there are numerous important considerations to make.

For customers only

Product/Company focus

Paid up-front

Phone or Tablet only

Native App

IOS and Android

Single App

Vs.

Useful for everyone

Customer focus (Branded Utility)

Free / Freemium

Phone and Tablet

HTML5 (or hybrid)

Even more platforms

Multiple Apps

• The ”correct” answer to these questions will differ from company to company, depending on products, customer base, technical platform, and user mindset

• The aim is to make the user go ”That App is really brilliant – I want that !!”

• A key issue here is simplicity – you must be able to convey the purpose and usefulness of your App in a single sentence (and the user should be able to do the same to his friends)

• Case in point: Single App vs Multiple Apps










Mobile: Different Tools for Different Purposes








Header: Max one line Mobile: Different Tools for Different Purposes


The important point is not who built the tool, but the usefulness as a

tool for a certain group of people in specific situations










Microsoft also has a Multi-App Strategy…









Apple


Out-of-the-Box, an iPhone does not Look like this…










...but like this :-)










Success Story: MobilePay

• Separate App with a purpose that is easy to communicate: ”This App makes it easy for you to transfer small amounts to your friends on the spot”

• Part of Danske Bank’s Multi-App strategy

• 1.000.000+ downloads

• Obvious case for Mobile Phone use

• A ”Branded Utility” available to anyone – regardless of their bank

• Not hidden in a small corner of a large ”Danske Bank” Customer-only App










Success Story: AidCube

• Dedicated training tool for (elderly) people with ”KOL” – Smoker’s Lungs

• Each patient is given a 7” Android tablet for tracking excercise activity at home

• Benefits: Higher activity level, better data for evaluating progress, reduced cost

• Feedback: A very user-friendly device that motivates users just by lying around on the coffee-table

• Medical staff use regular PCs for follow-up










Success Story: ”Tryg på Rejse”

• Separate App with a purpose that is easy to communicate: ”If you travel, you need this App”

• Obvious case for Mobile Phone use

• A ”Branded Utility” available to anyone – regardless of their insurance company

• Key features work off-line

• Available in DK, NO, and SE

• Six-figure downloads

• Massive press coverage
















7. Case: Tryg

8. Takeaways










Current Tryg Device Presence

Tablets Smartphones Microdevices PC’s / laptops










Web Traffic Across Devices

Fact #1: Since late 2011, ”mobile device”

use on Tryg.dk has quadrupled

Fact #2:”Large Screen” use is still close

to 90% and hasn’t changed much lately

Consider: Will ”device growth” alone be enough to shift more

customers towards mobile devices ?? What else contributes ??










Examples of Functional Web Pages

• These forms are not part of the Tryg CMS and reside on an older platform,

which is heavily integrated with our Core Systems

Request Offer

Works well

Works well

”Large Screen” view is very difficult to use

”My Page”

Works, but user surveys reveal that not enough data are

available

Not available on Tablets until late 2014

Not available on Phones until late

2014. ”Large Screen” view will be very difficult to use

File a Claim

Works, but too many questions reduce the

completion rate

User testing revealed technical issues on

iPads

Not available on Mobile Site. Large

Screen” view would be very difficult to use








Header: Max one line Triple-Track Development


Full Site: PC / Tablet

Mobile Site: Phones

Responsive web

Mobile Site 2.0

CMS upgrade

Improving ”My Page”, claims reporting, sales flow, etc.

”Tryg på Rejse”

App #2

App #3

Integration

Integration

Web Content

Apps

Web Functionality
















7. Case: Tryg

8. Takeaways










Takeaways

1. Your users have already gone mobile – you should do so, too

2. Get to know the different device types and what they offer

3. Always focus on the user task

4. Consciously choose the right Device Mix for your company (that is, for your users and their tasks)

5. Make sure that your website offers the right experience across screen sizes

6. Build simple Apps that exploit the unique device capabilities

7. Build your device ecosystem from a holistic perspective – don’t forget the ”Good old PC”










e-mail: [email protected]

Social: #Tryg

This presentation: slideshare.net/imagepro

Or just talk to me in person here at UX Cambridge :-)

Questions ??

user-centered (mobile) device strategy

Technology

mobile apps

right device mix5

web presence

user task4

right path7

web use

user segmentsquestion

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