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How to Create a User-Centered ”Digital Ecosystem” Across Devices23 May 2017 – Søren Engelbrecht, Mobile App Manager
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The A.P. Møller - Mærsk Group
TRANSPORT & LOGISTICS DIVISION ENERGY DIVISION
1904 130 88.000 35.5 BUSD
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The Smart Device Era for Business
The Nokia Era:
Making calls away from your desk
The Blackberry Era:
Duplicating PC functionality (mail, calendar, fax, etc.)
on your phone
The Smart Device Era:
New devices, tools, and data sources. Multi-device behavior. Focus on enabling productivity and creating business value
Mobility Strategy
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Mobile Where it Matters Governance and Guidance
Think Mobile
Pin-point the most important customer priorities and their mobile relevance
Measure Results
Highlight mobile achievements and failures to facilitate taking proper action
Optimize Distribution
Protect the Brand in public App stores and reach internal users effectively
Maximize Business Value from Mobile Solutions
Think Mobile
Pin-point the most important customer priorities and their mobile relevance
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Full Benefit Requires Cross-Device Thinking
Mobile devices can filter information and present a subset to the user, depending on context, e.g., time, location, activity, or user profile
Different devices might use different platforms, i.e., web and/or Apps
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Device Characteristics
Laptop Smartphone MicrodeviceDesktop Tablet
Large screen
Stationary
Longer interaction
Complex applications
Fewer daily tasks
Shared between users
Slow start-up
Longer life-time
Content production
Vs.
Small screen
Portable
Shorter interactions
Simple applications
Many daily tasks
Personal
Instant start-up
Shorter life-time
Content consumption
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Choosing the Right Tools (simplified)
SimpleUser Task
ComplexUser Task
High interaction frequency
Low interaction frequency
Solution: Large Screen App, e.g., MS Word
Solution: Small screen App, e.g., Yahoo Weather
Solution: Large Screen website, e.g., Dell.com
Solution: Small Screen website, e.g., m.ikea.dk
User Task: Write a historic novel
User Task: Check, if it will rain tomorrow
User Task: Buy a tailor-made computer
User Task: Confirm, that IKEA is open today
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Devices and Platforms work Together
Global finance system: A complex mainframe App
used by finance staffRelevant parts of the system are available (in a simplified form) on employee laptops via the Intranet
The feature “report mileage for refund” is implemented in a phone App that is able to
measure and report the mileage based on the GPS in the device and interfaces to the mainframe
Start Stop
Your distance:
17 km
Confirm & Report
Platforms and the Customer Journey
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• A (fictional) company sells heating systems for energy-optimizing private homes
• Target group is the home-owners, who make the purchase decision
• The heating system can be controlled remotely
Web
Web
App
Web
App
SMS
App
SMS
Pre-sale Purchase Daily use Service
Primary platform
Secondary platform
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1. Who are the (target groups of) users ??
2. What are the key user tasks ??
3. Which user tasks are relevant to which users on which devices ??
A User-Centered Approach to the Ecosystem
User Group
User Task
Group A:Craftsmen
Group B: Sales Staff
Group C:Management
Group D: Finance
Task 1 D/T/P D/T/P
Task 2 D D
Task 3 T/P(simplified view)
D
Task 4 T/P D/T/P D/T/P D
Task 5 D/T/P D
T PD
App #1 App #2 No App
Case: Maersk Tankers Maintenance App
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Prepare
Work orders are planned in the
Engine Control Room
Execute
Pick up spare parts, perform maintenance and document work
Synchronize
…completed work orders and spare
parts usage with ERP
Case: AidCube HomeRehab
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• Dedicated training tool for patients with, e.g., ”Smoker’s Lungs” or in post-surgery rehab
• Each patient is given a 7” Android tablet for tracking excercise activity at home
• Benefits: Higher activity level, better data for evaluating progress, reduced cost
• Medical staff use desktop PCs for follow-up
Case: Large Suite of Specialized Apps
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Case: Large Suite of Specialized Apps
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Case: Large Suite of Specialized Apps
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Summary: How to Design Your Ecosystem
Users, Roles, and User Groups
Processes, User Tasks, and Environment(s)
Devices and Technologies
Mobile Apps
Web Solutions
Legacy Systems
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Thank You
e-mail: [email protected]
Mobile: +45 21 84 00 00
Social: #Maersk
This presentation: slideshare.net/imagepro
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Appendix: Further Aspects of Platform Choice
• Quick answer to a simple question ??
• Expected time to solve – short or long ??
• Amount of reading required
• Amount of filling-out to do
• Does the user task fit naturally into a larger theme ??
• Does the User Task involve (subjectively) important decisions ??
• Interaction Frequency: Daily, frequently, intensive for a short period, rarely ??
• Relation: Customer, potential customer, employee ??
• Expected number of users
• How hard are potential users to reach ??
• Where will the user typically be ??
• Will he need to move around ??
• Will he have a steady, high-speed Internet connection – or none at all ??
• Is device-specific hardware relevant ?? (GPS, camera, webcam, motion sensor, barcode scanning, RFID, text messaging)
• Is a touch interface augmental or detrimental to the UX ??
• ”Market Standard” is IOS and Android –should we move beyond that ??
• Are any devices or technologies excluded, e.g., Java on Tablets ??
Type of User Task Level of User Involvement
Physical Setting(s)Technology
