No, You Don’t Need an App. You might might need an app, but it’s definitely not for certain and hypothesis-driven design is the way to find out. Really. Nikolaj Gandrup Borchorst, UX Lead, Ph.D.
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No, You Don’t Need an App.
You might might need an app, but it’s definitely not for certain and hypothesis-driven design is the way to find out.
Really.
Nikolaj Gandrup Borchorst, UX Lead, Ph.D.
© Creunahttp://qz.com/825014/mobile-website-views-surpassed-desktop-views-for-the-first-time-ever-in-october-2016/
Worldwide PC Shipments Over the Past Decade
© Creunahttp://gs.statcounter.com/#desktop+mobile+tablet-comparison-ww-monthly-200812-201610
Mobile Page Views Surpass Desktop
© Creuna
Spent by marketers on app install advertising in 2015.3.000.000.000$
eMarketer “App Marketing 2015: Fighting for Downloads and Attention in a Crowded Market,” July 2015.
© Creuna
Increase from 2014.80%
eMarketer “App Marketing 2015: Fighting for Downloads and Attention in a Crowded Market,” July 2015.
© Creuna
Apps will be downloaded in 2017.200.000.000.000
eMarketer “App Marketing 2015: Fighting for Downloads and Attention in a Crowded Market,” July 2015.
© Creuna
© Creuna
Of apps are only opened once.
25%eMarketer “App Marketing 2015: Fighting for Downloads and Attention in a Crowded Market,” July 2015.
© Creuna
© Creuna
© Creuna
“We Need an App!”
© Creuna
© Creuna
Mobile First!
Not this!
© Creuna
Digital First!
Or this!
© Creuna
Customer ExperienceFirst!
But this!
Does the functionalitycreate value for the customer?
Relevancy UsabilityDoes the customerunderstand how toMake use of thefunctionality
Does the touch pointcontribute to thecustomer’s impressionof the brand?
Brand BuildingIs the touchpointattractive?
Attractive
Does the functionalitycreate value for the customer?
Relevancy UsabilityDoes the customerunderstand how toMake use of thefunctionality
Does the touch pointcontribute to thecustomer’s impressionof the brand?
Brand BuildingIs the touchpointattractive?
Attractive
GAP
When a product or a service does not meet or exceed the anticipation already createdwith the customer through marketingor other touch points.
Service Anticipation Gap
SOURCE: HENRIK KNIBERG: AGILE PRODUCT OWNERSHIP IN A NUTSHELL
© Creuna
110
100
Implementation LaunchDesign
Number one of possible designalternatives
Cost of change
Design as a Risk Mitigator
Feasibility
Desirability
Viability
Human-Centered
Integrated
Iterative
Creuna’s Design Principles
Results-Driven
Human-Centered
Integrated
Iterative
Creuna’s Design Principles
Results-Driven
SCOPE
STRATEGY
RESEARCH
DESIGN
STAFFING
MODERN
Executive leadership plus centralized
strategy & governance
Shapes experiencestandards
Qual and quant drivenhypothesis-driven experiments
Set vision and shape roadmapAligned to firm strategies
End-to-end digitaland non-digital
OUTDATED
Generalist individualcontributors
Wireframes
Usability testing
Absent
Ad-hoc, digital only
PROGRESSIVE
Full teams with research,IxD, visual design prototypes
Process goes from sketchto high-fidelity
Iterative testing,some generative research
Gather requirements
Multiple digital touchpoints
Summing Up
© Creuna
• Screw Mobile, think Customer Experience
• Late change is expensive, so learn & adjust early
• Dare to put a value on your touchpoints
Summing Up
Make a new slide to add or change the icons by using graphics from www.iconmonstr.com
thanks for listening!
creuna.dk [email protected]
company/creunaslideshare.net/creuna +45 22 49 53 15
Nikolaj Gandrup Borchorst User Experience Lead, Ph.D.
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