05 Dec 2016
3 Steps to Start Building a Strategy for Mobile
No matter the size of your business, a strategy for mobile can be an overwhelming thought. Where do you start, who needs to be involved, and how does it all scale. A mobile strategy cannot be successful and be in a silo. A successful mobile strategy extends your customer experience, enhances customer engagement, and aligns with social and branding strategies. We are not building a mobile strategy because everyone else is. We are building a mobile strategy as a unique way to bring your customers, employees, and partners the data and capabilities when they need it where they need it.
What are you trying to achieve in mobile?
You cannot just build the app of your customer’s dreams. If it doesn’t add value to helping you achieve your business goals, what is the point?
First you need to ask and understand a bunch of questions to come into alignment with your business goals. What is your company’s mission? Is there a perception of mobile for your users? Are there brand messages need to be present? What are your business goals and do you think mobile help accomplish them? How would your company measure success for mobile? Who are your loyal customers?
These questions will lead you to a set of business goals which you can then use to ideate on how to achieve those goals.
Identify micro-moments for your user & ideate
Users are in a constant state of multitasking and handling distractions. We need to understand where users are paying the most attention, experiencing the highest emotion and appreciate the value you provided in that intentional engagement. Getting this intentional engagement right will create a larger divide with competitors that don’t. Each of those opportunities defines a moment to build brand loyalty, add to the experience, and manage the user’s opinion of your brand.
Once we have these micro-moments, we want to ideate on features and problems we can address which align with our business goals. Often these sound like “If we build in a one-touch check-out system when our customer is here, our revenue will increase because they don’t forget and come back to it later.” We want those features to align with business goals and meet people in the moment where they have the need.
Prototype and test your micro-moment engagement ideas
What is the smallest way you can test your best ideas? We always suggest people think of these and plan to test and iterate on the best ideas. We love user and focus group testing but we always want to have a goal of that testing to see that the experience was great in achieving our business goals.
Don’t lose sight of the business goals in the testing idea. Your users may want a better calculator but that doesn’t mean that better calculator will add numbers differently and change your bottom line.
We run people through this framework all the time with our Digital Engagement Strategy sessions. We start with a few weeks of work doing research and competitive analysis in your business field. Sometimes it may include art-of-the-possible ideas from orthogonal spaces and other times we do heavy analysis of competitive offerings. These are important so that we all have the basic idea of what is possible and what is being done.
Next, we facilitate a one to two day session that goes through steps 1 & 2 we outlined above. We do this with not just one section of the business but rather with a cross-section of the business. This is important to get everyone on the same page.
Finally, we build an actionable plan for step 3 above. Often it is a prototype or proof-of-concept but sometimes it is a first release of a larger product. You end up with a plan to build something that engages your base to achieve your business objectives that a cross-section of your company has bought into.
This is why we have been super successful at running these in major Fortune 500 businesses. Can we help you find the right strategy?
Apps that delivers value both to the business and to customers will be successful, so we want to ensure those critical elements to your mobile app strategy.
Let us help you figure out how to translate this into your mobile strategy, contact us soon.