mike schneider - using context to appticipate user needs

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Using Context to Appticipate User NeedsSkyhook Wireless

SchneiderMike

Vice President of Marketing, Skyhook

Hi,I’m Schneidermike

@schneidermike

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3.3M+ Apps

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95% apps are abandoned within one month.*

*Source: “Lessons learned from an app graveyeard” by Smashing Magazine citing a Nuance.com study.

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EVERY APP OWNER NEEDS MORE

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In order to generate more revenue

Users wantfewer steps to

VICTORY

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NoMagicBullet

Building a Vital Experience

Location-Based App Differentiators

Constructing Location Context

Leveraging Context

Simplifying Complexity

Use Cases, Best Practices & Envisioning the Future

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A Vital Experience

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Vital Experiences

Transcend functionality. A part of life they don’t want to live without.

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#DynamicUX

A dynamic experience adapts to the user’s need and can make your app more vital.

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One type of dynamic experience uses locationand location context to build special app modes forthe places that users frequent. We call this Designing for Place

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#DynamicUX

Another type of dynamic experience combines contextual learning to figure out what a user needs before they need it and that is called…

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APPTICIPATION

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Achieving Appticipation

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Remove friction to give user options and guidance

Achieving Appticipation

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Remove friction to give user options and guidance

Personalize experiences based on context

Achieving Appticipation

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Remove friction to give user options and guidance

Personalize experiences based on context

Change ways users engage by closing the gap between problem and solution

Achieving Appticipation

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Location-based App Differentiators

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Appticipation in a Loyalty App

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57%Growth in daily active users

Source: Cardstar

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2xLift in average session length

Source: Cardstar

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79%Increase in sessions per day

Source: Cardstar

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79%Increase in sessions per day

Source: Cardstar

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Constructing Location Context

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Constructing Location Context

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Constructing Location Context

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Constructing Location Context

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Constructing Location Context

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Add History

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Add History

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Leveraging Context

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What is Context?Contextual technologies understand you and your environment: things like your schedule, your location, and your heart rate. Apps that understand this and make users’ lives easier as a result will experience higher user retention, session times, and engagement rates.

- Robert Scoble &Shel IsraelAge of Context

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5 LayersMobileSensorsSocialLocationData

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Simplifying Context

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Layers of Location

USEFULNESS

ACCURACY/PRECISION

OWNERSHIP

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Simplifying Complexity

Venue Database Geofencing Personas

++

Where When Who

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CONTENTYour app knows the content each user consumes.

ENGAGEMENTYour app knows the features users engage with.

OFFLINE BEHAVIORContext Accelerator learns

a users’ demographics and offline location

behavior, and contains powerful tools to allow

you to optimize their experiences. These lead to increased downloads, greater engagement and

more revenue.

LUXURY SHOPPER PERSONA

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20 visits to Chanel

19 visits to Akris

10 visits to Barney’s

8 visits to Neiman Marcus

22 visits Nordstrom15 visits to

All Saints

12 visits to Saks 5th

Avenue

4 visits to Rag & Bone

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Use Cases / The Future

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Explain surprisesHotel tonight explains changes in pricing and inventory.

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Switch to Store ModeWhen the customer enters the store.

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Switch to Store ModeWhen the customer enters the store.

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Switch to Store ModeBecause an app cannot give you a free makeover.

Building a Vital Experience

Location-Based App Differentiators

Constructing Location Context

Leveraging Context

Simplifying Complexity

Use Cases, Best Practices & Envisioning the Future

Thanks!

@schneidermike

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THANK YOU