If you've been tasked with creating your businesses mobile strategy or if you are a startup looking to understand how to build an effective mobile product the start of the answer is in this presentation. Part overview, part methodology, part case study and all mobile.

1. CRAFTING THE MOBILE EXPERIENCE

3. @robwoodbridge
do it

4. MAY|BOSS|WEIL CONTINUUM

5. seeks day 3

6. seeks immortality

7. SEEKS THE next 4 hr concert

8. MAY|BOSS|WEIL CONTINUUM

9. TRADITIONAL HYPE CYCLE

10. current mobile experience being offered
The MOBILE HYPE CYCLE
1-3 days

11. 2,000,000 apps

12. 41apps
!
!
150!
times per day
We check this thing

13. TIME IS MOBILE

14. we install on average
41apps

15. but we use regularly
6apps

16. USE IT AS OUR 1st SCREEN
60%60%

17. WE USE IT EVERYWHERE

18. CHASING DOWNLOADS = CHASING DEATH

19. ON GAINING 5000 USERS FOR HIS APP
“It would cost me about
$1,000,000 to get 5000
users for our app on iOS
and $10,000,000 to get
the same on Android.”
KEITH TEAREfounder of mobile social network just.me

21. CRAFTING THE MOBILE EXPERIENCE
INTENT CONTEXT ACTION DELIVERCONTENT

22. CRAFTING THE MOBILE EXPERIENCE
INTENT What should your customers be able to do?
CONTEXT
CONTENT
ACTION
DELIVER
Where / when / how should they do it?
What should they see?
What do YOU want them to do?
How should they do it?

23. New
product
Promotion Loyalty
1
or
2
Intent
3 4 5
Context Content Action
eg.
-gather information
-to sell/purchase
-reviews
-feedback
eg.
-location
-time of day
-tone
-importance
-frame of mind
eg.
-timely
-short vs long
-sales?
-promotion?
-information?
eg.
-buy
-click
-sign up
-redeem
-call / directions
New
LOB
EXTEND
LOB
DELIVER
eg.
-app / mwww
-SMS / email
-notifications
-geofence
-podcasts?
-video?
-beacon?

25. WE USE IT EVERYWHERE

26. Think of a way you can start
without building a thing

28. BLAKE SIRACHVP DESIGN WILLOW TREE APPS
Based on UNTETHER.tv episode #447

29. KEVIN CHENGfounder of DON.NA personal assistant app
1. When the service is at a point
that the value is obvious to the
user
2. When the user relies enough on
the service and that removing it
would be painful
3. When the company’s roadmap of
features is complete
ON REVENUE
Based on UNTETHER.tv episode #470: Putting
context and Donna Moss in your pocket –with
Donna co-founder Kevin Cheng

30. JACQUELine THONG
See more about UBIQI HEALTH on UNTETHER.tv
episode #423

36. NAILING “THE REASON”
OFFLOADS
OVERLOAD

37. Mobile is a
revenue channel

38. Thank you!
rob@UNTETHER.tv