User-Centered (Mobile) Device Strategy
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The document outlines a user-centered mobile device strategy presented by Soeren Engelbrecht of Tryg Insurance, focusing on the importance of mobile in the digital transformation of Danish society. Key topics include choosing the right mix of devices, the varying usage patterns across different mobile devices, and the necessity of prioritizing user tasks in designing web presence and mobile apps. The presentation also emphasizes the need for businesses to adapt to mobile trends and develop strategies that enhance user engagement across devices.
User-Centered (Mobile) Device Strategy
- 1. 1 18. september 2014 User-Centered (Mobile) Device Strategy Soeren Engelbrecht Tryg Insurance – DK/NO/SE UX Cambridge, September 12, 2014 Det handler om at være
- 2. 2 18. september 2014 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
- 3. 3 18. september 2014 The World is Turning Towards Mobile Devices Preferred devices for web use in Denmark, 2013
- 4. 4 18. september 2014 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%
- 5. 5 18. september 2014 Strategy Funnel Company Strategy Digital Vision Device Strategy Roadmap Execution
- 6. 6 18. september 2014 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
- 7. 7 18. september 2014 ”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
- 8. 8 18. september 2014 Select Devices from an End-User Perspective PC Laptop Tablet Smartphone Microdevice 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
- 9. 9 18. september 2014 Usage Patterns Differ Among ”Mobile Devices”
- 10. 10 18. september 2014 Usage Patterns Differ Among ”Mobile Devices”
- 11. 11 18. september 2014 Functionality Across Devices General use Situation-specific use PC’s / laptops Tablets Smartphones Microdevices 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
- 12. 12 18. september 2014 Cross-Device Ecosystems
- 13. 13 18. september 2014 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
- 14. 14 18. september 2014 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
- 15. Question #2: What can you offer to help them achieve their goal ?? 15 18. september 2014 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
- 16. 16 18. september 2014 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%
- 17. 17 18. september 2014 Is your Presence with the User Strong Enough ??
- 18. 18 18. september 2014 Public Service: Municipality Apps Android installs: 10-50 Android installs: 10-50 Android installs: 10-50 Android installs: 500-1.000
- 19. 19 18. september 2014 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
- 20. 20 18. september 2014 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 Technology Physical Setting(s)
- 21. 21 18. september 2014 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 ??
- 22. 22 18. september 2014 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
- 23. 23 18. september 2014 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
- 24. 24 18. september 2014 Screen Sizes Range from 3-80 inches Smart TV PC Laptop Tablet Smartphone Large Screen Small Screen …but what if you take viewing distance into account ??
- 25. 25 18. september 2014 ”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 ??
- 26. 26 18. september 2014 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
- 27. 27 18. september 2014 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
- 28. 28 18. september 2014 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
- 29. 29 18. september 2014 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
- 30. 30 18. september 2014 Mobile: Different Tools for Different Purposes
- 31. Mobile: Different Tools for Different Purposes 31 18. september 2014 The important point is not who built the tool, but the usefulness as a tool for a certain group of people in specific situations
- 32. 32 18. september 2014 Microsoft also has a Multi-App Strategy…
- 33. Apple 33 18. september 2014 Out-of-the-Box, an iPhone does not Look like this…
- 34. 34 18. september 2014 ...but like this :-)
- 35. 35 18. september 2014 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
- 36. 36 18. september 2014 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
- 37. 37 18. september 2014 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
- 38. 38 18. september 2014 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
- 39. 39 18. september 2014 Current Tryg Device Presence PC’s / laptops Tablets Smartphones Microdevices
- 40. 40 18. september 2014 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 ??
- 41. 41 18. september 2014 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
- 42. Triple-Track Development 42 18. september 2014 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
- 43. 43 18. september 2014 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
- 44. 44 18. september 2014 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”
- 45. 45 18. september 2014 e-mail: Soeren.Engelbrecht@tryg.dk Social: #Tryg This presentation: slideshare.net/imagepro Or just talk to me in person here at UX Cambridge :-) Questions ??