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© LINE Communications 2013
Driving value from mobile
Royal Institution EventTuesday 2nd July 2013
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© LINE Communications 2013
Agenda for the day
10:30 - Welcome and introductions, Piers Lea 11:15 - Findings from TM Mobile Report, Laura Overton 11:45 – From inspiration to impact Part 1, Katie Hart 13:00 – Lunch 14:00 - From inspiration to impact Part 2, Katie Hart 14:50 – Coffee break 15:00 - 8 themes to improve bottom line, Steve Barden 15:40 – Wrap up, Piers Lea
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Mobile Learning
Results?
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EADS125 participants from 3 countries
France, Germany, UK
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EADS
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EADS
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EADS
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MoLE – Mobile Learning Environment Project
JKO – Joint Knowledge On-line
300 participants across 24 countries
Medical Content – Global Med-aid app.
Apple and Android; 100% access achieved
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MoLE
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MoLE – ‘liked least’
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MoLE
“The majority of both sets of users* were ‘very confident’ about the usefulness of mobile technologies for training and education purposes”
*Apple and Android
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Sonic
Mobile: 5 times better take-up than ‘traditional’ e-learning
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From Inspiration to Impact
Designing mobile experiences that get results
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© LINE Communications 2013
From Inspiration to impact
Context
Content Users
“bored now”
“repetitive now”
“urgent now”
Google (2007)
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Workshop plan
• Overview and myths
• Define your business goals
• Task 1: Audience
• Task 2: Context
• Present back to the group
• Lunch
• Task 3: Content
• Present back to the group
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Seated, predictable environment
It’s a big jump from what we’ve done before.
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Seated, predictable environment
Large screen, keyboard and mouse for input
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Variable context and environment
Larger screen size, longer session time, more immersive tasks
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Variable context and environment
User interface takes up entire screen, difficult to multi-task.
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On the job support
Providing just in time training and support to end users in all situations
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Checklists and job aids
Providing sales support and tools to end users when they need it most
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Mobile Myth #1
Mobile is not just “on the go”.
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“On the go” not always quick access
Providing rich immersive experiences for much longer session times on tablets
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Mobile Myth #2
People want less on their phones
than on the desktop
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Users don’t want cut down content
It’s more a case of shifting the priorities of the content to suit its context
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Mobile Myth #2
Tablets are just oversized mobile
devices or smaller PC’s
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“Tablets are a content consumption juggernaut”
Creating a new behaviour entirely with much longer session times. Tablets replace paper (books, news, etc.)
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Your Challenge
Discuss a business need or issue you think mobile can help to
solve
What is the opportunity?
What do you hope to achieve?
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Task 1: Audience
Who is your audience? What do they need? What
motivates them?
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Name: James Dylan Age: 28Job Title: AnalystLocation: LondonTechnical comfort: Frequent user
Background: Worked at the firm for 3 years
What makes him happy? Making the most of every minute
What will frustrate him? Wasting his time
How can you help him? Providing podcasts he can listen to in the gym
Take Away
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Task 2: Context
Place. Mindset. Cultural.
What else are they doing?
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Context Mapping
Before
During After
Prep
arat
ion
m
ater
ials
Che
cklis
ts
Age
nda
Supp
ort
Rem
inde
r, refr
eshe
r
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Task 3: Content
Content transformation or creation? What makes good
content? What type of content does it need to be?
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Tips for content design
Dip in and out Small Portions
Exploration Simplicity
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Navigation styles
Russian Doll
Hub and Spoke
Linear Bento Box
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Russian Doll
Big Concepts to small details
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Hub and Spoke
Central Homepage linking out to content pages
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Linear
Discrete module user goes from start to finish
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Bento Box
Dynamic dashboard User can explore whatever they
fancy
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Paper Prototyping
Why do paper prototyping?
Forces decision making
Help communicate and fine tune
Gather Feedback
Explore unknowns
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Challenges and opportunities
What are the business challenges and barriers to mobile delivery today?
What are the risks?
What are the known unknowns?
Are there any new opportunities that we have learnt from today?
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Driving value from mobile:Getting the strategy right
The Royal Institution [email protected]
2nd July 2013
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What have we learned today?
1. What has been your most significant insight?
2. What are the implications for your organisation?
3. What will you do next?
Three questions? ? How would you define the learning culture of your
organisation?
And one more…
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Mobile culture – have you got one?
Do you have a policy for BYOD?
Do you have processes to convert / develop, publish, secure, distribute and track content for mobile devices?
Is your IT department supportive?
Do you include mobile in your blended learning?
Are your L&D and mobile systems integrated?
Do you differentiate between tablet and smartphone?
All this and more…
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What is the right strategy?
It should:
Integrate with existing communications, performance support and learning initiatives
Ensure a scalable solution to create, manage and distribute content securely across the enterprise
Work for today’s and tomorrow’s: Devices Audience Systems Infrastructure
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What is the right strategy?
1. Use cases
2. UX design
3. Content management
4. Knowledge management
5. Security
6. Device types
7. Integration
8. Distribution
It must define:
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Why do you want mobile?
Business requirement? User demand?
What are the best ways to use mobile? How can we make sure our mobile solutions work for the
target audience?
How do we manage our intellectual property?
Do we get the right capabilities in place to deliver it?
How will we determine success?
Need to answer some key questions:
Tech interest? Media Hype?
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Define the business need
Benefit?Speed to competenceRetention Improved performance
What?CommunicateSupportLearn
Why?Reach ImpactTimeliness
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Reach all markets
Regular updates during life of the app ensures ‘stickiness’
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The App
The LMS
Define the audience need
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Right level!
Audience need…
Access anywhere!Engaging!
Rewarding!Challenging!Relevant!
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Define the technology
App Vs Web - quite a balancing act…Native App: written for an operating
system to use device specific functionality or deliver enhanced
performance.
Web App: accessed through a browser over the Internet or
Intranet. Not installed locally on the device.
Or Hybrid?
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Mobile ApplicationUser
Enterprise Platform
End-to-end Process
Security
Tracking
Any Device
Compatibility
Content Update
Technical Support
QA
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