Next-Generation Mobile App Design and the Rise of Contextual Apps

Transcription

1 Next-Generation Mobile App Design and the Rise of Contextual Apps Dustin IBM MobileFirst, North America

2 GameCo wants to tap into the digital economy GameCo wants to increase sales; Using a mobile app and it s 6000 stores to engage customers, showering them with relevant insights from employees, partners, and other customers. GameCo has about 3 seconds to captivate Bobby as he enters a store we call this the 3 second rule. 2

3 As Bobby enters the store a video trailer plays; coincidently it is the game he wants to buy What GameCo needs to figure out in 3 seconds That this is indeed Bobby Where is Bobby Is Bobby a club member What has s/he purchased recently What have others like Bobby purchased Score Results and pick recommendation Start Playing a Video Trailer of the perfect game for Bobby. 3

4 A bad app is bad for work and business Bad mobile app experiences at work: Bad mobile app experiences by consumers: percent percent percent percent of employees have to duplicate a given action of those involved in developing apps say it makes business processes more difficult of consumers would uninstall your app - immediately of consumers would not purchase products from your company 4

5 What makes an app contextual Knows who the user is Knows where the user is located Knows what the user prefers Knows the history of the users behavior Leverages other device info about the users current behavior or other context Able to sense and react to a combination of these factors to deliver a tailored experience Contextual services require linking various information sources together in near real time to deliver specific information and services. Lopez Research 5

6 Case Study #1: Gamechanger The era of Smarter Stadiums has arrived! Provides alerts based on stadium location Directions to concessions, bathroom, merchandise Fans capture photos and videos Access to instant replays 6

7 Case Study #2: Supply chain optimization Financial services company for shipping industry. Presents truck stops based on optimized pricing, route, and driver preferences. Results in saved fuel expenses. 7

8 Case Study #3: DoulaRoom A mobile pregnancy app that will change the pregnancy experience for women, families, and care teams around the world by enabling the sharing of trusted information to Inform, Support and Empower Mobile app provides tracking, information, and wellness guidelines to expectant women Devices provide real-world context on weight, blood pressure, fetal monitor, and general activity 8

9 Steps to building a great contextual mobile app 1. Rethink your delivery process 2. Rethink your business 1. Architect for speed & growth 2. Contextualize 3. Monitor & Measure 9

10 Steps to building a great contextual mobile app 1. Rethink your delivery process 2. Rethink your business 1. Architect for speed & growth 2. Contextualize 3. Monitor & Measure 10

11 Lean Startup Principles Entrepreneurs are everywhere Entrepreneurship is management Validated learning Innovation accounting Build-Measure-Learn 11

12 Minimum Viable Product The minimum set of features needed to learn from visionary early adopters Much more minimum than you think No more 6+ month release cycles. Focus on a core set of MVP features and iterate. Does not mean poor quality. Simply a matter of scope. 12

13 Steps to building a great contextual mobile app 1. Rethink your delivery process 2. Rethink your business 1. Architect for speed & growth 2. Contextualize 3. Monitor & Measure 13

14 Rethink your business by identifying the Mobile Moment Participants: Business, Development, IT, Design Step 1: Understand your user What are they thinking, feeling, doing Step 2: Understand how your customer interacts with you business Map out their current journey Step 3: Map out points of pain along their journey and opportunities where mobile can improve mobile moments Step 4: Prioritize mobile moments based on impact 14

15 Steps to building a great contextual mobile app 1. Rethink your delivery process 2. Rethink your business 1. Architect for speed & growth 2. Contextualize 3. Monitor & Measure 15

16 Why You Need A Mobile App Platform? Today, most organizations have no choice but to focus mobile efforts under the surface IBM MobileFirst Platform reduces your mobile back-end effort so that you can focus on creating value where it matters most your customers experiences 16

17 The IBM MobileFirst Platform provides the foundation in the cloud, in your data center New or Existing Apps Native Hybrid HTML 5 3rd Party Tools, Services, Apps Modular Services Continuously Improve Secure Contextualize & Personalize Data Rich On-premises Software or SaaS Cloud Enterprise APIs 3 rd Party APIs Systems of Record Systems of Engagement Cloud Services 17

18 Steps to building a great contextual mobile app 1. Rethink your delivery process 2. Rethink your business 1. Architect for speed & growth 2. Contextualize 3. Monitor & Measure 18

19 Contextualization requires sense-analyze-act at scale in microseconds Channels Hundreds of Aggregates Millions of interactions Thousands of Rules Rule Service Process Dozens of Models Tens of millions of Customers High fidelity, granular actions Patient Loan Applicant Policy Holder Applying insight to simplify creating personalized, customer-specific actions 19

20 Bluemix provides building blocks to innovate Bluemix is an open-standard, cloud-based platform for building, managing, and running applications of all types (web, mobile, big data, new smart devices, and so on). Go Live in Seconds APIs and Services On-Prem Integration DevOps Flexible Pricing 20

21 IBM MobileFirst Platform Presence Insights Enables companies to transform the customer experience with mobile and intelligent location based technology Sense Ability to consume data from multiple sensing technologies to correlate location of people, items, and devices within an environment Analyze Deep analytics that aggregate a real-time stream of information in conjunction with historical data to identify critical location events Act Drive contextually relevant experiences by leveraging the critical location events to trigger an action across multiple channels or systems 21

22 Steps to building a great contextual mobile app 1. Rethink your delivery process 2. Rethink your business 1. Architect for speed & growth 2. Contextualize 3. Monitor & Measure 22

23 Build-Measure-Learn Feedback Loop 23

24 MobileFirst Platform helps you measure your app s effectiveness Operational Analytics Diagnose app performance by Device, OS and Version Measure app user behavior Monitor security related events In-App Feedback & Crash Analysis Troubleshoot and diagnose app problems Shake the Device to report bugs Sentiment Analysis App store review analysis (sentiment score, trend analysis) Automated competitive analysis App Management Single console to manage app versions and security operations Push updates to Hybrid apps without redeploying to app stores 24

25 Measure app usage based on pre-defined and custom events Other features of custom reporting: Save Reports Delete Reports, Edit Report Definition Secure Reports 25

26 Analyze user app store sentiment trend with rich contextual data and turn reviews into actions 26

27 Compare your app against your competitors 27

28 Thank You! 28