PHILADELPHIA, PA
Mobile and Devices – Beyond Desktop
2014 J. Boye Web & Intranet Conference
#Mobile #Global #Social #Wearable
May 18, 2014
©2014 Logical Design Solutions
Agenda
About us
Mobile Enterprise Landscape
Derivative Design Examples
Q&A
©2014 Logical Design Solutions
About Us
Michael Rudnick
Principal Consultant
Dave Pfeiffer
Senior Consultant,
Visual Design
©2014 Logical Design Solutions
About LDSWe are hired by market leaders
to bring deep best practices and
best-of-breed expertise to create
and deliver enterprise online
solutions.
We enable our client’s most
important relationships to occur
successfully online, delivering
significant business performance
and breakthrough innovation value.
From corporate communication
and human capital management, to
partner integration and realizing
the extended enterprise, to
customer acquisition and
management in emerging lifecycle
models– we move critical
business strategy and
operations online with people-
centric solutions.
LDS is
a strategy and business
solutions consulting firm
that envisions and
designs emerging
business ecosystems.
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©2014 Logical Design Solutions
We work with market leaders, across many industries
Our work has dramatically
improved the way some of
the finest corporations
in the world operate
LDS clients occupy the C-suite:
Communications
Human Resources
Shared Services
Marketing
Operations
In partnership with IT
We have long-standing client partnerships that span years, through cycles of business
change, innovation, and technology advancements
United States Department of the Treasury
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©2014 Logical Design Solutions
The global business landscape continues to
change at an accelerated pace…
Collaborating and competing in a globally-interconnected context
A ubiquitous focus on productivity
Enterprise cultures challenged to find the common ideas that bind in an otherwise
uncommon environment – values, mindshare, innovation, leadership, teams,
engagement
Increasing workforce complexity as employee demographics, psychographics and
work formats become more diverse
Increasing legislation and financial reforms that fundamentally change how
enterprises manage accountability and transparency
Enterprise information strategies driven by goals of connectivity, knowledge and
know-how
Collaboration is more important than cascaded push down of ideas
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©2014 Logical Design Solutions
Your employee demographics are changing
50%
Millennials in US
workforce by
2020
Remote workers
in US workforce
by 2016
Freelance/
contractors in US
workforce by 2020
Source: Pew Research Source: Forrester Research Source: Intuit
43% 40%
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©2014 Logical Design Solutions
Mobile use and adoption has exploded
globally… The “modern smartphone era” now nearly 7 years old (iPhone was introduced June 21,
2007)
6% of the global population owns a tablet
20% own PCs
27% use smartphones (1.9 billion smartphones)
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©2014 Logical Design Solutions
…and in the US
Source: Pew Research, 1/9/14
49%
74%
83%
0% 25% 50% 75% 100%
Baby Boomers (50-68)
Gen X (35-49)
Millennials (8-34)
US Smartphone Ownership
(92M people)
(46M people)
(80M people)
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©2014 Logical Design Solutions
Consumer trends lead, enterprise follows
Business-owned tablets will
account for only 18% of market
in 2017.
Smartphones and tablets are
personal (consumer) devices,
first.
• Being adapted to Enterprise
use via BYOD
Enterprise practitioners have a
different agenda (than
marketers who target
consumers) -- still covet a spot
on the users home screen; need
to understand employees are
influenced by consumer
experience.
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©2014 Logical Design Solutions
Mobile business apps are proliferating
One year ago there were 90
companies in the mobile
enterprise landscape
Today that’s more than
doubled, especially within
industry and functional verticals
Source: Emergence Capital Partners
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©2014 Logical Design Solutions
Users spend an hour a day on their
smartphone…
Source: Experian Marketing Services
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… often in many quick sessions
Users interact with their
smartphone between 10 and
200 times-a-day, on average.
Mean session length: 10 - 250
seconds
Nearly 90% of interactions
include only one application
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©2014 Logical Design Solutions
“BYOD is becoming inevitable”
More Enterprises are Embracing BYOD: Enterprises formally supporting
BYOD increased from 72% to 76%. More significantly, those companies that
indicated they had no plans to support BYOD dropped from 9 to 5 percent year-
over-year, suggesting that BYOD is becoming more inevitable for the
enterprise.
BYOD Expands Global Reach: Companies are moving out of a US-only
BYOD -- support model to include support for more countries, and in multiple
countries at once. Companies who began their support for BYOD on a more
limited basis last year are now more confident about making that deployment
more wide-spread.
Larger Enterprises are the Most Active in BYOD: 75% of those supporting
BYOD have 2,000 (or more) employees, and 46% have 10,000 (or more)
employees.
BYOD is NOT Hindered by Regulatory Compliance or Security Concerns: The Financial
Service/Insurance and Healthcare industries continue to be among the biggest supporters of BYOD. This
year’s report also shows an increase in Government agency adoption of BYOD programs.
Employees Will Still Pay for Personal Choice: 50% of companies supporting BYOD require that all costs
be covered by employees. The other 50% provide a mix of options to their employees, such as a stipend or
“expense back” options to help subsidize the cost of their mobile device or service plan.
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©2014 Logical Design Solutions
Mobile is often the first point of contact
91% of users keep
their mobile device
within arm’s reach
100% of the time
Intimate
FamiliarPersonal
Reach
Imm
ed
iate
Fast
Source: InformationWeek
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©2014 Logical Design Solutions
The channel mix has changed
Implications
Always accessible
Workers who don’t
use or have
computers in their
jobs can access
content from “home”
Sharper targeting
capability for specific
audiences
An entire portal doesn’t
fit on a small screen
Mobile & Multiple Devices
Multiple devices
Collaboration
capabilities
Mobile devices
Smaller screens
Multi-platform
consumption of
digital media
(36% desktop-only)
Source: Pew Internet Life, 1/2014
56%
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©2014 Logical Design Solutions
Employee segments are increasingly varied
Increasingly younger, technologically savvy
Have consumer-grade expectations – information
transparency, access, relevance, control
BYOD – using their own devices
Have multiple options for communication
Blurring of work and non-work communication
Comfortable with social media & collaboration
Increasing use of video/image and very short text
Short attention spans
Media overload
Location Types
Communication Experience Technology Experience
Global
RemoteField
Workers
Multiple Locations
Part Time
Job ShareFreelance / Contractor
Full Time
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©2014 Logical Design Solutions
….resulting in increasing challenges that add
considerable complexity
Meeting the expectations for a consumer-grade user experience
Solving the fractured/fragmented user experience
Reducing multiple/redundant content and information sources (often found in complex
processes/workflows), which hinder a seamless online process experience
Establishing authoritative voices (single sources of truth)
Reversing brand degradation and inconsistency
Improving governance and resource support
Focusing on total solutions rather than point solution tools
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Mobile in an Evolving
Enterprise Ecosystem
©2014 Logical Design Solutions
The Business Ecosystem is a realm of constant
change…
Business
Directives
Enterprise
Assets
Technology
Enablers
Online Properties and Capabilities
Business Strategy
Operational
Imperatives
Enterprise Strategies
& Communication
Strategies
Business
Ecosystem
People/
Workforce
Social/Behavioral Dynamics;
Changing demographics;Global Mobility
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©2014 Logical Design Solutions
…and enterprise channels need to rationalize the
ecosystem for employees
Enterprise channels
need to bring order to
the otherwise irrational
nature of a complex
business ecosystem,
and make it meaningful
and useful for people.
Really good enterprise
channels do all of
this…while creating
cultural alignment and
encouraging aligned
participation.
• Business/user contexts
• User-centric design
• Communications &
participation
Sponsorship, governance, roadmap, change management
PROGRAM
EnterpriseChannel
Business Strategy
Technology Enablers
Online Properties and
Capabilities
People -
Intentions Expectations
Operational Imperatives
People Strategy
HR Programs
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©2014 Logical Design Solutions
A rational business ecosystem leverages a wide
range of enterprise assets…
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Enterprise
Social
MySite
Corporate Intranet sitesCollaboration
SitesCloud Applications
Enterprise
Mobile
Considerations:
Enterprise channels factor the whole technology ecosystem to support the right
solution for employees, in clear alignment to cultural and communication goals.
©2014 Logical Design Solutions
SEARCH
LANGUAGE
PEOPLE
DATA
COUNTRY INFO
BUSINESS
INTELLIGENCE
MOBILE
ACCESS
NETWORKINGCROSS
COMPANY
SUPPORT
Mobility to ensure connectivity
and access
Networking for people to connect
within and across geographies
Personalization & user
customization that recognizes
various affiliations and user
preferences
Language strategy for ready
understanding
Local process and programs co-
exist with global for relevance
Cross business unit capabilities
to enable shared support and
coverage
Reliable data and information to
fulfill knowledge needs
Country work practices and
procedures to support employee
relations
Delivering a common global experience in an
otherwise uncommon environment
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©2014 Logical Design Solutions
While optimizing our experiences to important
ideas of delivery variability and channels
Expanding the reach
of our experiences,
with a combination
of broadcasted,
narrow-casted, and
syndicated content,
optimized across
multiple platforms
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Creating and
Implementing Mobile
Experiences in the
Enterprise
©2014 Logical Design Solutions
Best practices approach for defining mobile
strategy…
Putting “it all on mobile” without a clear rationale is not a mobile
strategy
Costly, complicating, potentially confusing to users
A sound mobile strategy is driven by an assessment of business value
and relevant circumstances for the business and its constituents
Who benefits and how (e.g., factory workers, remote workers, selected
international employees groups)?
Which tasks, services, and content are of high value to users and the business
and are appropriate for the mobile context, such as tasks that:
• Are specific and familiar
• Can be accomplished in short bursts of time
• Don’t require a lot of detailed reading or analysis
• Would benefit from integrated alerts or location services (or other phone features less
prevalent in a desktop browser)
• Are available now or viable technologically?
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©2014 Logical Design Solutions
… and involves one or more of the following
approaches
The experience must be scalable over time and rationalized with other channels/devices
(e.g., work PC, work kiosk, home PC, tablets)
Mobile
EverythingMobile
DerivativeMobile First Mobile Only
Mobile emulates fully
the services and
functionality of the
desktop experience
Selecting for mobile
particular services and
functionality from
desktop experience
Solution scope that
will be released for
mobile use ahead of
release for desktop
Solution scope that
resides exclusively in
the mobile experience
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©2014 Logical Design Solutions
Scoping Considerations:Principles for Content Curation
Behavioral
‒ Repetitive, Urgent, Productive
Feature considerations
‒ Self Contained, Minimal User Input, Low Risk, Short Time Investment
Value to the business and user
Mobile readiness of assets
Architectural complexity
‒ Time and cost
Coherence
‒ Common threads of the release
©2014 Logical Design Solutions
Two options to consider
Option A:
Web App
Option B:
Native App
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©2014 Logical Design Solutions
Informing the Approach: Key Questions
Differences in user experience of the App is not the primary factor in
selecting an approach. Rather, there are other business implications that
must guide our decision-making:
‒ Audience scope - Who can we reach and on what devices?
‒ Distributing and Communicating - How will employees access / install the app
(and what will those interactions look like)?
‒ Updating – What is the model for managing updates to solution over time, and
how does it affect employees?
‒ TCO - How will the choice affect the level of effort and cost to develop and
maintain the mobile solution?
‒ BYOD Policy / process change – To what extent will this choice be compliant
with existing BYOD policy or will it challenge that policy (potentially requiring senior
stakeholder involvement to affect change)?
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Questions
& Answers
Thank You+ Michael Rudnick
+ Dave [email protected]
200 Park Avenue Suite 210
Florham Park, New Jersey 07032
973.210.6300
www.LDS.com