Senior Product Manager Jonathan Hotz presented "Match Your Mobile Strategy to Your Mobile Users" at ModevCon 2015 on December 10th. His presentation described the process of designing and developing a mobile application for a customer using a real-world case study. A video of the presentation is available here: https://vimeo.com/150182459

1. MATCH YOUR
MOBILE STRATEGY
TO YOUR MOBILE USERS
Jonathan Hotz - Sr. Product Manager

3. FEATURE BRAINSTORMING
➤ Build a Trello board and start
adding stories
➤ Grab a pack of 3x5 cards and
start writing out stories
- Too deep, too fast

4. MARKET
INFLUENCES
3

5. MARKET INFLUENCE
➤ Market events, seasonal
timing, trends/directions
➤ Customer’s seasonal events,
adoption cycles, buying cycles
➤ Mobile technology
opportunities
- When and what to release

6. USE CASE - NATURAL INSIGHT MOBILE APP
January February March April May June July August September October November December
This is a good time
This is a bad time
➤ Natural Insight supports product and retail
➤ Plan for the rollout and adoption

7. FEATURE MATCH VS. CHANGE THE GAME
➤ Identify the holes in your app
➤ Find some common holes in
the competition
➤ Unique mobile functionality
- Move your app to those holes

8. USE CASE - LEXEE CHANGES THE GAME
➤ Mobile voice assistant for specific tasks
➤ Complete specific tasks
➤ Multi-modal interface

9. 2LEVERAGE WHAT
YOU HAVE

10. WHAT DO WE HAVE TO START WITH
➤ What works well
➤ What do customers like
➤ What do you have that is
unique
➤ What is applicable to mobile
- Leverage these to make it
easier/faster to build your app

11. USE CASE - LEVERAGE THE HTML5 SURVEY
➤ Mobile app was a few years old
➤ Few APIs that could be utilized
➤ Very capable HTML5-based interface for
completing surveys
➤ Can leverage the interface and
functionality

12. DETERMINE THE PLATFORM
➤ Move past personal biases
➤ Not as simple as iOS vs.
Android
➤ Win mobile, responsive,
mobile frameworks
- Important, but your strategy
should not start with this
question

13. USE CASE - “HYBRID” PLATFORM
1. Started with what we could leverage
➤ HTML5 survey interface
2. Usage pattern and mobile platforms
➤ Mostly iOS, and supply iOS devices
3. Settled on a “hybrid” approach
➤ Native app
➤ Web view for the survey
➤ Native components for specific tasks

14. LISTEN TO YOUR
USER’S NEEDS
1

15. INCREMENTAL VALIDATION
➤ Don’t be afraid to let go of
what you want
➤ Validate needs with an MVP
➤ Can be done quickly
➤ One release -> one need
➤ Mobile lets you push to
specific people
- If it meets a need, it is still
valuable even if it doesn’t have
everything

16. USER INTERVIEWS ABOUT NEEDS
➤ You are not your user
➤ Understand who they are and
what they need to do
➤ 3-5 users per persona
➤ Frequency of usage, specific
tasks to complete
➤ What makes them
“mobile”?
- Let the conversation flow
naturally, don’t force it

17. USE CASES - THE REAL UNMET NEEDS
➤ Interviewed about 10 users for both cases
➤ #1 - Thought we needed a big app for offline use
➤ Users just needed to manage photos
➤ #2 - Thought we needed to consolidate multiple systems
➤ Needed efficiency in paper-based system

18. LISTEN TO THE USERS
LEVERAGE WHAT YOU HAVE
MARKET INFLUENCES
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