NavigationArts Best Practices for Federal Mobile Apps

NavigationArts NavigationArts is a full service digital consultancy that focuses on user centered design, user experience, and technology strategy.

2001

McLean, Virginia

110+

Disciplined, innovative, spirit-of-service

User-experience is the only sustainable competitive advantage online

Web Strategy Usability and User Research User Experience Design Content Management Technology Implementation

Awarded more than 25 Communicator and Online Marketing Awards in 2011 and 2010

Founded

Headquarters

Professional Staff

Culture

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NavigationArts brings proven best practices of User Experience from the private sector to the world of eGov.

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Digital Government Strategy

By August 2012 Engage with customers to identify at least two existing priority customer-facing services to optimize for mobile use. By May 2013 Optimize at least two existing priority customer-facing services for mobile use and publish a plan for improving additional existing services.

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What the Digital Government Strategy isn’t telling you…

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“For the most part government apps are little more than simple databases right now.”

10 Best Federal Mobile Apps Government Computer News June 22, 2012

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Characteristics of successful federal mobile app

1. Addresses the needs of mobile users

2. Supports the agency mission

3. Manages expectations

4. Provides repeat value

5. Concentrates on core functionality

6. Aligned with content governance strategy

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Align with content governance strategy.

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Make sure all platforms tell the same story.

FBI’s 10 Most Wanted

iPhone app FBI website

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FBI’s 10 Most Wanted > Scorecard

X Addresses the needs of mobile users

Supports the agency mission

X Manages expectations

X Provides repeat value

Concentrates on core functionality

X Aligned with content governance strategy

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FBI’s 10 Most Wanted > Alternate approach

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Concentrate on core functionality.

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Improve by subtraction.

USAJobs

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USAJobs > Scorecard

X Addresses the needs of mobile users

Supports the agency mission

X Manages expectations

Provides repeat value

X Concentrates on core functionality

Aligned with content governance strategy

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USAJobs > Alternate approach

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Your search returned 2 jobs:

Manage expectations.

Self-evidence is key.

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Ask Karen

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Ask Karen > Scorecard

Addresses the needs of mobile users

Supports the agency mission

X Manages expectations

Provides repeat value

Concentrates on core functionality

Aligned with content governance strategy

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Ask Karen > Alternate approach

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Addresses the needs of the mobile user.

Eliminate everything else.

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Marriott processes 65% of its bookings online – generating $7,000,000,000 in revenue annually.

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Marriott

Marriott > iPhone app

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Marriott > Feature Comparison Marriott.com

Search for rooms

Compare rates

Book rooms

Manage reward points

Get maps and driving directions

View and cancel reservations

Download investor reports

Find a job

Read press releases

Plan a wedding or other event

Learn about corporate diversity plan

Learn how to open a franchise

Contact corporate offices

Marriott app

Search for rooms

Compare rates

Book rooms

Manage reward points

Get maps and driving directions

View and cancel reservations

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Marriott > Scorecard

Addresses the needs of mobile users

Supports the agency mission

Manages expectations

Provides repeat value

Concentrates on core functionality

Aligned with content governance strategy

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The last word: Seek professional help

1. Address the needs of mobile users

2. Support the agency mission

3. Manage expectations

4. Provide repeat value

5. Concentrate on core functionality

6. Align with content governance strategy

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Thank you! Don Bruns Managing Director, Federal Practice NavigationArts 856-266-2831 dbruns@navigationarts.com

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