theoretically practical

Greg Flory | @gregflory | @RBAConsulting

theoretically

PRACTICALmobile strategy & design

http://vimeo.com/70051022

Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first 2

the MARTINI CONSPIRACY

mobiledesktoptablet

FIRSTgetting the most from all form factors

Greg Flory, National Mobile Strategy Lead at RBA !Greg helps people & companies design better mobile experiences. Previously with Bottle Rocket, he has worked on strategy and apps for Starwood Hotels, Food Network, ooVoo, Baker-Hughes & US Bank. !!@gregflory | rbaconsulting.com

Matthew Doty, User Experience Director at RBA !Matthew crosses the streams of his artistic roots, technical savvy, business acumen, and his fascination with human behavior to create really awesome interactive experiences. !@matthewjdoty | rbaconsulting.com

http://rbaconsulting.com

http://rbaconsulting.com

Greg Flory | @gregflory | @RBAConsulting 3

the

MARTINI CONSPIRACY tales of

mobile strategy


every business is a

MOBILE BUSINESS


!

conflicting DEFINITIONS

!

wide open at the top NARROW & CONCENTRATED AS YOU GO DEEPER!

seems EXPENSIVE

!

might want more… PROBABLY DON’T NEED IT

!

best when MADE BY A PROFESSIONAL !

better as a SOCIAL EXPERIENCE


a creative approach & direction that finds harmony between: !

BUSINESS OBJECTIVES BRAND VISION

USER DESIRE !

enabling technology


!

wide open at the top !

!

!

!

NARROW & CONCENTRATED THE DEEPER YOU GO


the MOBILE REALITY


the strategist’s

DILEMMA


there is nothing more expensive than building something people don’t use


great work grows from a

STRONG PARTNERSHIP


make strategy a social experience


create things

PEOPLE WANT the only

strategy you will ever need


don’t just change perceptions

CHANGE THEIR REALITY


THANKS!


mobiledesktoptablet

FIRSTgetting the most from all form factorsMatthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first

Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first

about RBA19


about you20


warning21

https://www.flickr.com/photos/baldiri/5734993652/sizes/l


setting the

STAGEMatthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first


“mobile first” is a good idea23

https://www.flickr.com/photos/ful1to/3783198574/sizes/l


right direction24

https://www.flickr.com/photos/philliecasablanca/2182162819/sizes/o/


we were all retrofitting 25

https://www.flickr.com/photos/jeffsand/3871415191/sizes/l


data said we needed to change26

https://www.flickr.com/photos/zeldman/9599508711/sizes/l


we took the leap27

https://www.flickr.com/photos/cloud10/436425696/sizes/l


so, how’s that workin’ out? 28


very well29


however…30


all form factors can INSPIRE31

http://upload.wikimedia.org/wikipedia/commons/f/fc/Inspire_Sunburst_Italian_Alps.jpg


the merits of

“MOBILE FIRST”32


forces us to prioritize33

https://www.flickr.com/photos/robandstephanielevy/4616960925/sizes/l


transforms pain into pleasure34

https://www.flickr.com/photos/zunami/2283133585/sizes/l


sets expectations up front35

http://www.phlmetropolis.com/2012/03/my-internet-dating-experiment.php


when “mobile first” !

DOESN’T MAKE SENSE

36


when you need the big picture 37

http://magbookkeeping.com/blog/


when data indicates otherwise38

https://www.flickr.com/photos/nicmcphee/2217375343/sizes/l


when you’re not ready39


mobledesktoptablet first

EXAMPLESMatthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first


the “mobledesktoptablet first”

PHILOSOPHYMatthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_first


it’s all about adaptation43

http://upload.wikimedia.org/wikipedia/commons/2/28/Adapt_or_die_Poznan.jpg


point 1: prioritize the most constrained form factor

44


point 1: prioritize the most IMPORTANT form factor

45


… to your users?46

http://resources2.news.com.au/images/2011/08/29/1226124/896802-110830-ipads-at-blair-athol.jpg


…to the business? 47


…to think it through48

https://www.flickr.com/photos/mustangjoe/5966894496/sizes/l


point 2: transform painful choices into pleasurable decisions

49


point 2: transform painful COMMUNICATION into pleasurable DIALOGUE

50

Matthew Doty | @matthewjdoty | @RBAConsulting | #mobledesktoptablet_firsthttp://youtu.be/R2a8TRSgzZY

http://youtu.be/R2a8TRSgzZY


from this to this


set clear expectations53

http://www.greatmanagers.com/wp-content/uploads/2013/04/iStock_000017434800Large-300x264.jpg


expect partnership54

http://pixabay.com/p-96298/?no_redirect


trust55


point 3: consider the mobile form factor up front

56


point 3: consider ALL APPLICABLE form factorS up front

57


we all “get it”58

http://fc06.deviantart.net/fs71/f/2013/151/4/0/6_flat_screen_and_device_shape_vector_by_designsbee-d679jif.jpg


questions

ANYONE?59


thank

YOU!60


theoretically

PRACTICALmobile strategy & design

theoretically practical

Mobile

stage matthew doty

form factors matthew

form factors greg flory

mobile business

mobile experiences

mobile reality

merits of mobile

national mobile strategy