Mobile Case Study

A mobile App
Case Study
How to save a company millions, and still make money,  
from a UX perspective
Don’t worry, I’ll still talk about development

Dee Sadler
Adobe Community Professional
Adobe UG Manager
Adobe Certiﬁed Expert / Instructor
Adobe Freelancer
Video tutorial geek
Previously a UI strategist for Sprint
Now, UX/UI Dev Manager for H&R Block
@DeeSadler

Being big, agile and in
the Zone

The Problem
Executives don’t
always know
there is a
problem until it
is pointed out.
The company
was losing money
on calls to Care

• Mapped 482 different reasons for calls to Care
• Identiﬁed top 15 = 78% of all calls

• Close to 300k savings in reduced calls to
Care
• Pay Bill alone had cost 1.2 million and
dropped over 22% with 1st iteration of
Zone
• Automated phone activation was a no-
brainer saver with over 20% immediate
savings

How likely were we able to
help those 17 problems

In the end, a good portion
was fairly easy to ﬁx

Consider the Customer Lifecycle and look for
areas of opportunity
supported by data

CustomerPain
easure and Illustrate Customer Painpoints
M
Customer Lifecycle
Needs Reach Acquire Convert Retain Loyalty GrowEvangelize
Patent Pending. If you are interested, contact Jason Whitney - jason.whitney@hrblock.com

ap Systems
M
Customer Lifecycle
Needs Reach Acquire Convert Retain Loyalty GrowEvangelize
Patent Pending. If you are interested, contact Jason Whitney - jason.whitney@hrblock.com
Adding the products

And the process to get
there was...
• Deﬁned personas and scenarios that
supported the primary objectives and tasks
• Task Flow for each scenario
• Explored UI paradigms
• Deﬁne the ideal/target state - 3-5 year
UX
SATISFACTION GUARANTEED
APPROVED

Solve a Problem
My <feature> is
not working
My <Service> is
not working
My <3rd party
app> is not
working
I’m dropping or
unable to make
calls
Educate
I don’t know how
to use X
(consider initial
use)
How do I
(Transfer
contacts,activate,
setup email,log
etc.
I dont under-
stand how much
different activity
on my phone
costs
(Text msg,
sending a pic,
browsing web,
weather app,
location etc.)
Educate
How do I pay my
bill?
It’s too hard to
pay my bill.
Activate and use
my new phone
(current
customer)
ESN Swap
(including
choosing plan
and options)
Problems:
My <feature> is
not working
My <Service> is
not working
My <3rd party
app> is not
working
I’m dropping or
unable to make
calls
Seek HelpUse
Activate and use
my new phone
(current
customer)
Choose a plan
and options
during ESN
Purchase
Activate and use
my new phone
(current
customer)
Choose a plan
and options
during ESN
GrowPay Bill
New Customer
Name:Ben Johnson
Age:27
Marital Status:Single
Location:San Fransisco,CA
Acct Type:Individual
Profession:Stock Broker
Current Provider:T-Mobile
Ben walks into
a sprint store
Greeted by rep
at the kiosk
Gives greeter his
name and sees it
has been added
to the Que
Walks around and
looks at phones
while he waits
Walks around and
looks at phones
while he waits
When his name comes
up,rep finds him
and offers assistance
He asks about
several phones
that caught his
eye.
Rep asks a couple
questions abt him
and what he is looking
for
Start of Persona work

Sprint Zone | Icon Flow
Ev 9:00 AMEv 9:00 AMEv 9:00 AM
Voice Data Voice Data
Sprint Zone | Help
Contact Sprint
Call Sprint
Click here to call Sprint now.
Email Sprint
Click here to email Sprint now.
Both data and voice connections are active,
however data is not connecting. Click to trouble
shoot the problem.
Your software is out of date. Click to upgrade to
the latest version now.
My Phone | (913)555-1234
My Connections
Software
Ask a Question
Enter a question and search for results, lorem ip.
Click to complete a more comprehensive
diagnostic of your phone.
More Diagnostics
Sprint Zone | Help
Contact Sprint
Call Sprint
Email Sprint
Click here to email Sprint now.
Testing Data connection...
My Phone | (913)555-1234
My Connections
Software
Ask a Question
More Diagnostics
Sprint Zone
My Sprint
My Sprint Account
Manage your sprint account. Check your current
balance, pay your bill, check minutes of use and
more...
What’s New
Welcome to Sprint Premier
You’ve joined the best loyalty rewards program in
lorem ipsum delorum quinta illa lorem ipsum
delorum quinta illa.
Sprint Suggests
Sign up for e-bill and get a $5 credit
Sprint Connnections Newsletter
Cool App #1
Cool App #2
Cool App #3
Help
I Need Help
Need help with your phone or service? Click to
diagnose your phone and service connections,
update your software, contact sprint lorem
ipsum...
More...
Sprint
Iteration 1 of the app
was just a list

Sprint Zone Widget Concept
Your Phone
Watch a short video
highlighting the unique
aspects of your phone.
Sprint Zone
My Account
Manage your account, pay your bill etc.
Help
Need help with your phone or service, get it here .
What’s New
Tips and Tricks
Click here to see the latest offers for you .
Widgets
Swipe up and down
side to side
arrows
Need these complete by tomorrow at
10 for review with the team.
Full screen... like the calendar widget.
We need compelling content.

Sprint Zone 2.0
Offers improved contextual intercept,
increases diagnostic abilities and our
ability to message the customer,
improves the UI, offers initial battery
power management and improves
connections related diagnostics.
On Device Self Care Deliver | Sprint Zone 2.0
User Experience Design 182009 Sprint Nextel. All rights reserved.Project PJ001255Sprint
c
TM
Care Call Intercept
Sprint Customer Care
*2 or Call Care
Check
Details
Care Call
Intercept
Call Care | From Contacts
*2
Ev 9:00 AM
Sprint Zone | *2
Contact Sprint
Call Sprint
My Sprint
My Sprint Account
more...
Voice is working, testing 3G data connection.
Details abt issue, press here to fix.
Tips and Tricks
Tip and Trick 2
Watch a short video highlighting lorem ipsum
delorum illa quinta toru.
My Phone | (913)555-1234
My Connections
Issue #1
Sprint Store
Click here to make an appointment at a Sprint
Store near you.
Issue #2
Tip and Trick 3
Tip and Trick x
More Diagnostics
Voice 3G 4G (off)
Tip and Trick 1
Retain this as a call in call history.
Note:
!
!
Your phone - Overview
Mobile optimized site for making a retail apt.
- Not planned for phase 2... bonus if we get it.
- Web optimization not planned for phase 2...
we are waiting for them.
Future Phase: How soon can we do visual IVR?
Software out of date
Press here to go to “power manager”.
Battery power is low
Alerts | Examples below
Notes:
Tips and Tricks example below
4G and 3G are exclusive... one cannot be on
at the same time as the other.
4G: Cannot check all of the NAI and other info.
We have to tear down 4G to connect to 3G to
test this.
Limit the test to the current active data
connection
- allow the user to then manually test the other
connection in More Diagnostics.
identify 3G or 4G whichever one wasn’t tested
in the text below. Show the blacked out icon for
“not tested”. Go to more diagnostics to test the
inactive connection.
- This is new for more diagnostics.
- Identify disabled state... make it obvious that
they have 4G turned off for instance.

Care Call Intercept
Sprint Customer Care
*2
Check
Details
Care Call
InterceptCall Care | From Contacts
*2
Ev 9:00 AM
Sprint Zone | *2
Contact Sprint
Call Sprint
My Sprint
My Sprint Account
more...
Voice is working, testing 3G data connection.
Tips and Tricks
Tip and Trick 2
My Phone | (913)555-1234
My Connections
Issue #1
Sprint Store
Click here to make an appointment at a Sprint
Store near you.
Issue #2
Tip and Trick 3
Tip and Trick x
More Diagnostics
Voice 3G 4G (off)
Tip and Trick 1
Retain this as a call in call history.
Note:
!
!
Your phone - Overview
Mobile optimized site for making a retail apt.
- Not planned for phase 2... bonus if we get it.
- Web optimization not planned for phase 2...
we are waiting for them.
Future Phase: How soon can we do visual IVR?
Software out of date
Press here to go to “power manager”.
Battery power is low
Alerts | Examples below
Notes:
Tips and Tricks example below
4G and 3G are exclusive... one cannot be on
at the same time as the other.
4G: Cannot check all of the NAI and other info.
We have to tear down 4G to connect to 3G to
test this.
Limit the test to the current active data
connection
- allow the user to then manually test the other
connection in More Diagnostics.
identify 3G or 4G whichever one wasn’t tested
in the text below. Show the blacked out icon for
“not tested”. Go to more diagnostics to test the
inactive connection.
- This is new for more diagnostics.
- Identify disabled state... make it obvious that
they have 4G turned off for instance.

Created posters, and a Flash-based
on-device demo

Confessions(of(a(Development(Team(
!  Home(grown(process(not(working.(
−  Requirements+defini.on+is+non0
repeatable.+
−  Role+defini.on+is+unclear.+
−  Priori.za.on+coming+from+different+
customers.+
−  Lack+of+dedicated+resources.+
−  Inability+to+gauge+velocity.+
−  Lack+of+visibility+to+project+progress.+
!  Cultural(challenges(
−  Email.+
−  Mee.ngs.+
−  Communica.on.+
!  Limited(developers.(

Why new products fail
1.  Me%too,)ho%hum)or).red)and)trivial)new)
products)
2.  No)front%end)homework)
3.  Lack)of)customer)or)user)input)and)insights)
4.  Unstable)product)specs)and)project)scope)
creep)
5.  Func.onal)silos)and)no)real)project)teams)
6.  Far)too)many)projects)in)the)pipeline)–)no)
focus)
7.  A)lack)of)competencies,)skills)and)
knowledge)
8.  Speed…or)lack)of)
)

A simple concept can become complex fast.
Then add agile

Then came the iPhone
xxxx version

Effectiveness in assisting customers from Sprint Zone via Call Intercept

So far
• Zone was launched May, 2010
• Added *2 Intercept in 2010
• Boost Zone in 2011
• “Place your app” in 2012
• Launched Zone 4.0 on iOS in Jan. 2012
• 4.0 on Android in November 2012 with
Entertainment Zone
• HTML5 inevitable

• Business ad Product owners aren’t always
focused on the customer
• Building such an app takes time, many
iterations
• Think about the developers and who will
build it.
• What can each platform offer the app that
is unique
• agile and UX can work
• Ad placement has improved with Pinsight

#1When deﬁning
the success of an
App, it can be just
as much a success
if they save
money and not
just make money.

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