SXSWi presentation: Designing a Seamless Web to Mobile Experience Full description of session at SXSWi: Clearly more and more consumers and small businesses are making the move to mobile to help manage their day to day lives. With that migration comes the demand – and expectation – for seamless utility between their Web and mobile experiences. Rather than having services live separate lives via their desktop or Web applications, customers are looking for instant gratification in an end to end experience independent of what device they’re using to access their information. The problem? No one is providing this seamless experience yet – and if they are, it is not meeting customer expectations. We will explore the ways that companies can and are making the successful translation of Web to mobile and how that will result in customer delight and uptake of new mobile services across the market. Presenter: Omar Green Director, Strategic Mobile Initiatives Intuit

1. Designing a Seamless Web to Mobile
Experience
omar green
director, strategic mobile initiatives
@madfu @intuitinc
#liquidux

2. who am i?
entrepreneur geek inventor
MIT grad
filmmaker
thinker
developer
poet
toy lover strategist
i’m not a designer

3. who do i work for?

4. Transforming 50M Lives

5. Our Mobile Apps Address Real Problems
Get Paid Check my File my taxes Acquire
balance customers

7. If UX as a domain focuses on the experiential,
subjective, affective, and meaningful components
of product development and human-computer
interaction, then Liquid Experience considers
these things from a “fluid” cross-platform, cross-
context perspective.
defined

8. “I can use this solution at my desktop, and it
feels right there, but I can also switch to use it
on my handset, or on my tablet, or with my TV
or in my car and it feels right there too.”
in the ideal…

9. First Principles
smarter-than-me
software
cool new stuff!
(i didn’t know i could do)
picking up…
where I left off
everything everywhere,
right-sized

10. 10

11. 11

13. Context

14. In the broadest sense, CONTEXT represents the
circumstances around which a user expresses
behavior, captured digitally. It can encompass
geo-spatial, temporal, emotional, cognitive, and
other domains, so long as the domain lends itself
to electronic monitoring and data capture.
defined

15. A “Mobile” Context

16. A “Tablet” Context?

17. And What Context Is This?

18. Some Context Questions
• Who are you (in general)? Who are you, now?
• Where are you and who are you with?
• What are you doing? What did you just do?
• What are your responsibilities?
• What device are you using?
• How much money do you have?
• What do you need?
• May I interrupt you?

19. Expectations Summary
• Take me somewhere, on an • Enable me to connect, to
adventure share my best, most profound
experiences
• Go beyond my human limits,
transform me into the best • Help me get the things that I
me want/need
• Help me right the wrongs • Become a part of me, extend
done to me my reach, but don’t take
away my control
• Allow me to discover,
understand and fulfill my • Become an integral part of
destiny my space, look after me,
protect me, but don’t take
• Help me to see and to do the away my control
impossible
• Inspire me, challenge me,
call me to action

20. How

21. First Principles
1. build an iceberg
2. stop writing code; start watching people
3. “get” context
4. design/build tools to flex your services
5. get to work
6. build smarter services

22. BUILD AN ICEBERG

23. distill ‘site’ into ‘service’

24. STOP WRITING CODE
START WATCHING PEOPLE

25. Customer Driven Innovation

26. • for each device/surface, understand the contexts – be specific
• understand how context may dictate the flow between devices
• “meaning” is as important as task completion or simplicity
“GET” CONTEXT

27. Starting questions
• What contexts are appropriate/inappropriate for
completing this task/workflow? Does my user
agree?
• What are the stakes? What does it mean to
initiate/complete this task in this context? What
does it mean to be frustrated by it?
• What sorts of things would I need to know to
anticipate the next context/task?
• Could I use the data from one context in a new
one? How?

28. your tool box is empty…fill it
DESIGN/BUILD TOOLS TO
“FLEX” SERVICES

29. Language/dialect flexibility
Mobile Offering
•
• Cultural specificity
Matrix
Global Attributes
• Region-specific UX
• Heterogeneous profile/usage data
(aggregated)
• Local legal & tax compliance
• Privacy
• In-country business acumen
• Local channels
• Always present • Multi-national scalability &
Mobile Levers
• Billable defensibility
• Communication • Local infrastructure constraints
• Connected • Indigenous talent/innovation
• Context-aware
• Global reach • Authenticity
Marketplaces / Decks • Affiliate
• • Collaboration
Measurability / Target-ability • Business model disruption
• • Financial Interdependency
Media Creation • Revenue re-distribution
• • Gaming Mechanics
Personal • Co-branded / Rev-share
• • Immediacy
• Free / Advertising / Ad. Delivery /
• Measurability/Target-ability
Search
Media (broad / narrow / micro
Revenue Models
•
• Addressable base • Free/attach/lift
- casting)
Corporate Levers
• Billing relationship • Freemium
• Network effects
Brand equity License Fee
Social Levers
• •
• Peer / class effects
• CDI / D4D • One time license (on/off deck)
• Presence
• Channels • Reseller bounty
• Real-time information
• Customer Data • Rev-share (on/off deck)
• Self-expression
• Desktop integration • Service consumption
• Compose-ability
• Domain expertise (+IP) • Subscription /MRR
• Shared Meaning / Affinity
• Openness / Platform • Transaction-based
• Status / Real-Time Info
• Payments • Virtual-goods / services
• Transparency
• Services • White label license
• UGC
29 • Virality

30. • 100 cards
• each with a different
perspective with which to
challenge your thinking
• pick 5 at random
• adapt the questions to your
specific problems/contexts

31. Mobile Experimentation Platform

32. design/build -> launch -> iterate -> fail -> learn ->
repeat…
…across multiple devices…
…and don’t simplify too early…
GET TO WORK

33. •embed context awareness into your solutions
•enable a dynamic user experience
BUILD SMARTER SERVICES

34. A Final Word
“We become what we
behold. We shape our
tools, and then
afterwards, our tools
shape us.”
- Marshall McLuhan

35. Thanks!