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Shifting Sands:Web 3.0 and Mobile
Kristofer Layon
Opus College of BusinessUniversity of St. Thomas
April 30, 2013
Kristofer Layon | @klayon | UST — 04.30.13
Kristofer Layon | @klayon | UST — 04.30.13
Everyone and their mother grandmother isusing a smartphone today. ht
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Kristofer Layon | @klayon | UST — 04.30.13
1. Mobile trends
2. What is a Minimum Viable Product?
3. Being responsive
4. Writing and following user stories
5. Prioritizing user stories
6. Developing business proposals
7. Sharing roadmaps and release plans
8. Mobile challenges
1. Mobile trends
Kristofer Layon | @klayon | UST — 04.30.13
• Responsive design: double your mobile stickyness.
• As soon as you solve adaptive layouts and content, address performance.
• Native or mobile web? Yes.
• Never underestimate what people will do on tiny screens.
Sources:• http://www.magazine.org/timecom-gm-craig-ettinger-bringing-responsive-web-design-iconic-brand• http://www.pewinternet.org/topics/Mobile.aspx?typeFilter=5
Mobile trends:
Kristofer Layon | @klayon | UST — 04.30.13
2. What is “minimum viable”?
Kristofer Layon | @klayon | UST — 04.30.13
Kristofer Layon | @klayon | UST — 04.30.13
Kristofer Layon | @klayon | UST — 04.30.13
Can you imagine a telephone service that did not ring when there was a new call?
Kristofer Layon | @klayon | UST — 04.30.13
We would be unhappy — is there someone waiting for us to answer?
Kristofer Layon | @klayon | UST — 04.30.13
Similarly, without notifications Capella Mobile feels like it is OUT OF ORDER.
Kristofer Layon | @klayon | UST — 04.30.13
3. Being responsive
Kristofer Layon | @klayon | UST — 04.30.13
It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.
Charles Darwin1809-1882
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Kristofer Layon | @klayon | UST — 04.30.13
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Kristofer Layon | @klayon | UST — 04.30.13
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Kristofer Layon | @klayon | UST — 04.30.13
© 2012 Capella Educa/on Company — Confiden/al — Do not distribute
Compe//ve Analysis: current
Capella Phoenix Walden Liberty Ashford Strayer
iPhone App Store
Android App Store (Google Play)
Discussion read
Discussion write
NoAficaAons: grades
NoAficaAons: reply from instructor
NoAficaAons: reply from classmate
Course media (docs, A/V, ebooks)
Campus news
Library
Register for courses
Tasks
2.5 3.0 2.5 3.0 4.0 n/a
2.3 4.4 2.5 3.5 4.0 n/a
Kristofer Layon | @klayon | UST — 04.30.13
© 2012 Capella Educa/on Company — Confiden/al — Do not distribute
Compe//ve Analysis: 2013
Capella Phoenix Walden Liberty Ashford Strayer
iPhone App Store
Android App Store (Google Play)
Discussion read
Discussion write
NoAficaAons: grades
NoAficaAons: reply from instructor
NoAficaAons: reply from classmate
Course media (docs, A/V, ebooks)
Campus news
Library
Register for courses
Tasks
4.0 3.0 2.5 3.0 4.0 n/a
4.0 4.4 2.5 3.5 4.0 n/a
Kristofer Layon | @klayon | UST — 04.30.13
How can your design (and organization)weather environmental changes?
Kristofer Layon | @klayon | UST — 04.30.13
Don’t set out to redesign.
Respond and reprioritize.
Kristofer Layon | @klayon | UST — 04.30.13
4. Writing and following user stories
Kristofer Layon | @klayon | UST — 04.30.13
User stories:Defining user needs in human terms
Kristofer Layon | @klayon | UST — 04.30.13
User stories help you focus your successon making a real impact, not just
delivering solutions.
Kristofer Layon | @klayon | UST — 04.30.13
Students visiting our web site will use a jQuery web form to interact with our event registration, and will get there by seeing
Forms in the top nav.
Bad
Kristofer Layon | @klayon | UST — 04.30.13
• Output: what you make• Outcome: the UX results of using what
you make• Impact: the business results of using
what you make
Kristofer Layon | @klayon | UST — 04.30.13
The right ingredients
As a student, I am able to register for an event on your web site.
Good
Kristofer Layon | @klayon | UST — 04.30.13
As a student, I prefer to register for an event on your web site using my
smartphone.
Better
Kristofer Layon | @klayon | UST — 04.30.13
As a student, I prefer to register for an event on your web site using my
smartphone. I am more likely to register that way and attend the event.
Best
Kristofer Layon | @klayon | UST — 04.30.13
5. Prioritizing user stories
Kristofer Layon | @klayon | UST — 04.30.13
Determining priority:Maslow’s Hierarchy of Needs
Kristofer Layon | @klayon | UST — 04.30.13
Abraham Maslow(1908-1970)
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Kristofer Layon | @klayon | UST — 04.30.13
Abraham Maslow, A Theory of Human Motivation, 1943
Kristofer Layon | @klayon | UST — 04.30.13
Kristofer Layon, A Theory of Human Motivation, 2012
Mobile
SeeRead
Navigate
HTML5
SharePinch+Zoom
PerformanceRespond
Transitions
Local storage
Web sockets
Offline
Kristofer Layon | @klayon | UST — 04.30.13
Kristofer Layon | @klayon | UST — 04.30.13 http
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You can have more than one priority,
but everything can’t be your top priority.
Product management is about identifying needs
and managing priorities to maximize satisfaction.
Kristofer Layon | @klayon | UST — 04.30.13
Kano Model
Kristofer Layon | @klayon | UST — 04.30.13
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Kristofer Layon | @klayon | UST — 04.30.13
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Kristofer Layon | @klayon | UST — 04.30.13
http://1.bp.blogspot.com/-7y-e8Fm1_Ik/T6rYexg6AOI/AAAAAAAADOA/ELLTW_Lc5XQ/s1600/Crazy+Hair+Kelli.jpg
Kristofer Layon | @klayon | UST — 04.30.13
Kristofer Layon | @klayon | UST — 04.30.13
Kristofer Layon | @klayon | UST — 04.30.13
Kristofer Layon | @klayon | UST — 04.30.13
Kristofer Layon | @klayon | UST — 04.30.13
Kristofer Layon | @klayon | UST — 04.30.13
Kristofer Layon | @klayon | UST — 04.30.13
Kristofer Layon | @klayon | UST — 04.30.13
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Clients and executives like graphs!
Kristofer Layon | @klayon | UST — 04.30.13
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Performance DelightBasic
54321 Trabant
Kano attributes
Kristofer Layon | @klayon | UST — 04.30.13
Kano Analysis
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Performance DelightBasic
54321 Porsche
Kano attributes
Kristofer Layon | @klayon | UST — 04.30.13
Kano Analysis
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Performance DelightBasic
54321 Porsche
Parent of 3 childrenKano attributes
Kristofer Layon | @klayon | UST — 04.30.13
Kano Analysis
http
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Performance DelightBasic
54321 Minivan
Parent of childrenKano attributes
Kristofer Layon | @klayon | UST — 04.30.13
Kano Analysis
Kristofer Layon | @klayon | UST — 04.30.13
Kano Model
Kristofer Layon | @klayon | UST — 04.30.13
Kano Model
6. Developing business proposals
Kristofer Layon | @klayon | UST — 04.30.13
0
25
50
75
100
20122013
2014+
Percentage of Capella customers with smartphones
79% today81% by Q2 of 201392% by 2014+
Communispace research findings, October 2012
Kristofer Layon | @klayon | UST — 04.30.13
• 5,300 phone call attempts per term• 21,000 phone call attempts per year• Average length of a call attempt: 1.5 minutes• 31,800 minutes (or 530 hours) per year• 13.25 weeks (or 3.3 months) per year• Equal to one full time position every four years
Analysis of advisor call attempts:non-participation at the beginning of a new course
Kristofer Layon | @klayon | UST — 04.30.13
7. Sharing roadmaps and release plans
Kristofer Layon | @klayon | UST — 04.30.13
Mobile Roadmap + User Story BacklogRev. November 12, 2012
Kristofer Layon, Mobile product manager
Library:hours; ask a librarian;search for books
Social:purpose and goals;edit profile
Highest Priority
Currently in development
Kristofer Layon | @klayon | UST — 04.30.13
Mobile Roadmap + User Story BacklogRev. November 12, 2012
Kristofer Layon, Mobile product manager
Courses:read assignment descriptions
Academic plan:register for courses
Courses:read the syllabus
Courses:messages (AKA “course email”)
Library:hours; ask a librarian;search for books
Social:purpose and goals;edit profile
Course discussions:unread indicators,read/unread status
Highest Priority
Currently in development
Kristofer Layon | @klayon | UST — 04.30.13
Mobile Roadmap + User Story BacklogRev. November 12, 2012
Kristofer Layon, Mobile product manager
Courses:read assignment descriptions
Contact:share questions, ideas, problems (Get Satisfctn)
Academic plan:register for courses
Notifications:financial aid is awarded
Courses:read the syllabus
Courses:messages (AKA “course email”)
Notifications:assignment grade is posted
Notifications:instructor replies to discussion post
Library:hours; ask a librarian;search for books
Social:purpose and goals;edit profile
Course discussions:unread indicators,read/unread status
Notifications:classmate replies to discussion post
Highest Priority
Notifications:new course message
Currently in development
Notifications:advising alert for non-participation
Notifications:course grade is posted
Notifications:discussion post is due
Notifications:advising alert for not being registered
Notifications:on/off,set event preferences
Kristofer Layon | @klayon | UST — 04.30.13
Mobile Roadmap + User Story BacklogRev. November 12, 2012
Kristofer Layon, Mobile product manager
Courses:read assignment descriptions
Contact:share questions, ideas, problems (Get Satisfctn)
Academic plan:register for courses
Notifications:financial aid is awarded
Course discussions:collect posts
Courses:read the syllabus
Courses:messages (AKA “course email”)
Task list:read, edit, and add tasks
Notifications:assignment grade is posted
Notifications:instructor replies to discussion post
Timeline:time-based UX for prospects & learners
Library:hours; ask a librarian;search for books
Courses:profile pics in discussion posts
Course discussions:replies to you
Social:purpose and goals;edit profile
Offline browsing with online sync
Course discussions:unread indicators,read/unread status
Notifications:classmate replies to discussion post
Highest Priority
Notifications:new course message
Currently in development
Notifications:advising alert for non-participation
Notifications:course grade is posted
Notifications:discussion post is due
Notifications:assignment is due
Timeline:integrate enrollment counselor events
Academic plan:program map
Notifications:advising alert for initial advising appointment
Notifications:advising alert for not being registered
Notifications:advising alert for change in acad. plan
Notifications:task list alerts
Notifications:on/off,set event preferences
Timeline:integrate CapellaFacebook, Twitter
Kristofer Layon | @klayon | UST — 04.30.13
Mobile Roadmap + User Story BacklogRev. November 12, 2012
Kristofer Layon, Mobile product manager
Courses:read assignment descriptions
Contact:share questions, ideas, problems (Get Satisfctn)
Academic plan:register for courses
Notifications:financial aid is awarded
Course discussions:collect posts
Courses:read the syllabus
Units:intro. and objectives
Courses:messages (AKA “course email”)
Task list:read, edit, and add tasks
Units:e-books
Social:participate in iGuide community discussions
Notifications:assignment grade is posted
Notifications:instructor replies to discussion post
Timeline:time-based UX for prospects & learners
Library:hours; ask a librarian;search for books
Courses:profile pics in discussion posts
Course discussions:replies to you
Social:purpose and goals;edit profile
Career advising
Offline browsing with online sync
Course discussions:unread indicators,read/unread status
Notifications:classmate replies to discussion post
Highest Priority
Notifications:new course message
Currently in development
Notifications:advising alert for non-participation
Notifications:course grade is posted
Notifications:discussion post is due
Notifications:assignment is due
Getting started:introduction and expectations
Timeline:integrate enrollment counselor events
Academic plan:program map
Notifications:advising alert for initial advising appointment
Notifications:advising alert for not being registered
Notifications:advising alert for change in acad. plan
Notifications:task list alerts
Notifications:on/off,set event preferences
Timeline:integrate CapellaFacebook, Twitter
Kristofer Layon | @klayon | UST — 04.30.13
© 2012 Capella Educa/on Company — Confiden/al — Do not distribute
Q1 2013 Q2 2013 Q3 2013 Q4 2013
LibraryWhat: Search for books and ar/cles; ask a librarian.Why: Make it more convenient to begin research, and easier to contact a librarian for assistance.
Social ProfileWhat: Edit / add social profile, including purpose and goals.Why: Increase opportunity for learners to access their social profile, encouraging personal development and social engagement.
DiscussionsWhat: Know more informa/on about discussions (quan/ty, unread, etc.)Why: Our discussion UX s/ll requires a lot of explora/on. We can do beUer to convey ac/vity.
Tablet UXWhat: Expand access to course and campus content and interac/ons via tablets.Why: Our tablet use is increasing, so we need to keep our eye on tablet UX and deliver more via browser or na/ve apps.
NoAficaAonsWhat: Opt-‐in for real-‐/me no/fica/ons re. grades, replies, fin. aid.Why: This is the top-‐requested mobile capability of our learners aXer a full discussion experience.
Course contentWhat: Read course syllabus and assignment details.Why: Delivering a full discussion experience isn’t enough; we should be providing access to more course content. This starts with more basics.
Write to discussionsWhat: The Bb9 rollout should be completed, so I want the mobile experience to be as good as it can.Why: It will be cri/cal to not have unfinished details for discussions.
Other priori.es as .me permits:• Performance enhancements• Tasks• Course registraAon
Kristofer Layon | @klayon | UST — 04.30.13
Mobile Release PlanRev. December 12, 2012
Kristofer Layon, Mobile product manager
• Start with customers or key stakeholders and their everyday needs.
• Design from your content out.• The least amount of design and
development necessary to meet a need;utilize “Lean UX Design”.
• Iterate and add only if more is requested.• The result: simple, lightweight solutions.
Minimum Viable Product:
Kristofer Layon | @klayon | UST — 04.30.13
• Get away from your desk – talk to people.• Get market data, then write user stories.• Prioritize, estimate, prototype solutions.• Road map product enhancements.• Be agile: iterate, deliver, evaluate, and repeat.
Product Management:
Kristofer Layon | @klayon | UST — 04.30.13
8. Mobile challenges
Kristofer Layon | @klayon | UST — 04.30.13
• It’s too easy to make mobile about technology.
• Vendors overpromise and underdeliver.
• Leadership rarely has experience with UX pain.
• User testing mobile is hard.
• Accepting disposable development is hard.
Challenges:
Kristofer Layon | @klayon | UST — 04.30.13
Kristofer Layon | @klayon | UST — 04.30.13
Kristofer Layon | @klayon | UST — 04.30.13
Kristofer Layon | @klayon | UST — 04.30.13
Kristofer Layon | @klayon | UST — 04.30.13
Kristofer Layon | @klayon | UST — 04.30.13
• Use small, cross-functional teams and a Figure It Out mentality.
• Be agile and assume that most of your hypotheses will be wrong.
• Remove waste, emphasize speed and outcomes.
• Small batch sizes and continuous discovery.
• Make instead of analyze.
Lean UX
Kristofer Layon | @klayon | UST — 04.30.13
@klayon
www.slideshare.net/klayon
Kristofer Layon | @klayon | UST — 04.30.13
Thank you!