Slide deck from my WebVisions 2011 presentation: http://j.mp/fHXhKI

1. Responsible
Mobile Strategy
@tyhatch #wv11
tyhatch@gmail.com

2. Impressionism
Claude Monet, Rouen Cathedral, Facade (Sunset)

3. Photography

4. flic.kr/p/9wHdaQ

5. Photography caused artists
to question realism in art.
Edgar Degas, Four Dancers

6. Art became an experience.
Pablo Picasso, Girl before a mirror

7. Best experienced in person.
flic.kr/p/8EANn

8. Go on, try it.

9. How does this
relate to mobile?

10. Ubiquitous
flic.kr/p/63narx

11. World Population 2.08b Desktop Internet
6.8b
1.5b Mobile Internet
Mobile Devices Connected to Internet
5b
Sources: internetworldstats.com, j.mp/dxsTpn, j.mp/hmWS8Q flic.kr/p/7Gc6C3

12. Personal
flic.kr/p/85BCdB

13. Empowering
flic.kr/p/8HpE6c

14. Mobile is big.

15. Mobile is big.
Monster big.
flic.kr/p/6m5nvZ

16. Mobile sales have passed
PCs for units sold.
Source: j.mp/jav34S flic.kr/p/7dAyAY

17. HP’s betting
the company.

18. How do I do mobile?

19. How do I do mobile?

20. How do I build _______?

21. It depends.

22. learn { do }

23. learn

24. [strat-i-jee]
Strategy
A particular long-term plan for success.

25. [strat-uh-juhm]
Stratagem
1. A plan, scheme, or trick for surprising or
deceiving an enemy.
2. Any artifice, ruse, or trick devised or used to
attain a goal or to gain an advantage over an
adversary or competitor.

26. Customers
*

27. Important
Me

28. The players:

29. The Cheerleaders
executive management
flic.kr/p/6xdA4N

30. The Bulldozers
middle/project management
flic.kr/p/84LQiU

31. The Ninjas
designers and engineers
flic.kr/p/87G1WB

32. Research
Conversation with people who use
your stu and find out their needs.
‣ Go into the field: Conduct in-person interviews
Listen and ask the right questions
Watch their body language, devices they use, usage
patterns, pain points, etc.
‣ Inventory everything you have (content, analytics,
server logs, processes, organizational structures, etc.)
‣ Analyze everything. Look for patterns and other clues
that will lead to improving the experience people have
with your product.
flic.kr/p/4mbNmG

33. Embrace ambiguity
flic.kr/p/521UNL

34. You can’t measure
everything.
flic.kr/p/8j7F3W

35. “
It’s only going to get
better, and worse,
because we have to
“
fix that worse part.
John Maeda, President RISD
flic.kr/p/cBo6h

36. Plan
Can you support what you are going to
create, build and maintain over time?
‣ Map out how things will be done—content, design,
development, everything—from beginning to end
‣ Ask hard questions (i.e. “Is this relevant?”) to identify
what needs to change. This is HARD, so be HONEST
‣ Be ready to make the changes—organizationally,
to processes, etc—needed to succeed

37. Strategy
Can you explain it to your mom?
‣ Be ambitious and aim high
‣ Keep it simple

38. { do }

39. Implement
Put your plan in motion
‣ Iterative steps. Always aligned to strategy.
‣ Take risks and learn from failures
‣ Make adjustments along the way
‣ Be open and communicate
flic.kr/p/81yaU

40. Design
flic.kr/p/83pDf8

41. Design Principles
Simple
Focused
Easy to use
Beautiful
flic.kr/p/b2u2B

42. Progressive Enhancement

43. Responsive Design

44. Adapt

45. Context
Missing piece of the puzzle
‣ Currently lack of trust for mobile site, generally.
‣ What is being done, with what and how?
‣ Mobile Portland Panel: http://j.mp/m0THWj
flic.kr/p/4LJP43

46. Optimal experience
every time
Context
Core experience
Strategy
Underlying technology

47. Develop and Test
flic.kr/p/2PcKD

48. What are my tools?
flic.kr/p/7LBXY7

50. Launch
flic.kr/p/7BT9ZQ

51. Repeat
flic.kr/p/8sbrmH

52. Mobile Strategy

53. Strategy
Mobile Strategy

54. Thank you.
@tyhatch #wv11
tyhatch@gmail.com