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Using Context to Appticipate User NeedsSkyhook Wireless
SchneiderMike
Vice President of Marketing, Skyhook
Hi,I’m Schneidermike
@schneidermike
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3.3M+ Apps
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95% apps are abandoned within one month.*
*Source: “Lessons learned from an app graveyeard” by Smashing Magazine citing a Nuance.com study.
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EVERY APP OWNER NEEDS MORE
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In order to generate more revenue
Users wantfewer steps to
VICTORY
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NoMagicBullet
Building a Vital Experience
Location-Based App Differentiators
Constructing Location Context
Leveraging Context
Simplifying Complexity
Use Cases, Best Practices & Envisioning the Future
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A Vital Experience
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Vital Experiences
Transcend functionality. A part of life they don’t want to live without.
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#DynamicUX
A dynamic experience adapts to the user’s need and can make your app more vital.
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One type of dynamic experience uses locationand location context to build special app modes forthe places that users frequent. We call this Designing for Place
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#DynamicUX
Another type of dynamic experience combines contextual learning to figure out what a user needs before they need it and that is called…
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APPTICIPATION
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Achieving Appticipation
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Remove friction to give user options and guidance
Achieving Appticipation
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Remove friction to give user options and guidance
Personalize experiences based on context
Achieving Appticipation
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Remove friction to give user options and guidance
Personalize experiences based on context
Change ways users engage by closing the gap between problem and solution
Achieving Appticipation
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Location-based App Differentiators
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Appticipation in a Loyalty App
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57%Growth in daily active users
Source: Cardstar
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2xLift in average session length
Source: Cardstar
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79%Increase in sessions per day
Source: Cardstar
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79%Increase in sessions per day
Source: Cardstar
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Constructing Location Context
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Constructing Location Context
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Constructing Location Context
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Constructing Location Context
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Constructing Location Context
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Add History
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Add History
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Leveraging Context
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What is Context?Contextual technologies understand you and your environment: things like your schedule, your location, and your heart rate. Apps that understand this and make users’ lives easier as a result will experience higher user retention, session times, and engagement rates.
- Robert Scoble &Shel IsraelAge of Context
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5 LayersMobileSensorsSocialLocationData
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Simplifying Context
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Layers of Location
USEFULNESS
ACCURACY/PRECISION
OWNERSHIP
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Simplifying Complexity
Venue Database Geofencing Personas
++
Where When Who
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CONTENTYour app knows the content each user consumes.
ENGAGEMENTYour app knows the features users engage with.
OFFLINE BEHAVIORContext Accelerator learns
a users’ demographics and offline location
behavior, and contains powerful tools to allow
you to optimize their experiences. These lead to increased downloads, greater engagement and
more revenue.
LUXURY SHOPPER PERSONA
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20 visits to Chanel
19 visits to Akris
10 visits to Barney’s
8 visits to Neiman Marcus
22 visits Nordstrom15 visits to
All Saints
12 visits to Saks 5th
Avenue
4 visits to Rag & Bone
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Use Cases / The Future
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Explain surprisesHotel tonight explains changes in pricing and inventory.
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Switch to Store ModeWhen the customer enters the store.
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Switch to Store ModeWhen the customer enters the store.
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Switch to Store ModeBecause an app cannot give you a free makeover.
Building a Vital Experience
Location-Based App Differentiators
Constructing Location Context
Leveraging Context
Simplifying Complexity
Use Cases, Best Practices & Envisioning the Future
Thanks!
@schneidermike
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THANK YOU