PPPO Masterclass 6 - Lean Mobility

Posted: 26 March 2014
Mr. Scott Bales, from User Strategy, a global leader on innovation, culture, technology and mobility was the speaker for the 6th Infocomm Productivity Masterclass on Lean Mobility. He facilitated the participants to learn about practical use-cases of Eric Ries’s Lean Startup product development strategy. Scott spoke about how to apply its toolset to minimize failure and increase chances of success for their business or organization. Participants were provided with worksheets on My Skills, Hypothesis Design and Persona Development to use as class exercises.


Caption: Scott Bales With A Large Crowd Of Participants At The End Of The Masterclass

Scott spoke about User Strategy - the science of validated learning and approaches to unlocking new innovative ideas, finding and developing early adopter customer market and interviewing techniques. Scott also spoke on being Mobile Ready. He touched on 12 strategic imperatives for achieving success with an untethered market of which participants heard the details of:

  1. Get Out of the Building.  Mobile Apps are rarely used at your desk. So follow the example of Steve Blank, and get out of building. Talk to real people about what you're building and aim to validate or invalidate your great App idea, before you write a single line of code.
  2. Don't Do It Alone.  At early stages, engage frequently with experts; design teams, experienced partners or your digital agency. Great technology and development are certainly the foundations of success in mobile but they are not the determinants of success. Remind yourself, “I don't know everything” and tap the wisdom of your crowd.
  3. Free Stuff.  Make your mobile app free. Unless app creation is a big part of your business revenue generation plan, and the core of what you're selling (as for a mobile gaming company), don't charge for your app. You'll make a lot more money by making your product free and offering or inducing sales through the app.
  4. Create Experiences Not Products.  Mobile applications should be useful and fun. It's not all about sales. In fact, if you make your mobile app fun or useful, sales will follow. Mobile is all about allowing the customer to engage your brand from anywhere. 
  5. No Strings Attached.  Offer value to your customers even before someone has to signup. Mobile applications should not include an initial registration. If you include an initial registration for your mobile application, you'll be building up a barrier to adoption in as much the same way as you would be by charging for your application. 
  6. Personal Context.  Support user's expectations for personalization. For example, users of a new mobile app assume they can set their location or decide what categories should appear on the primary screen. If those options are not available, dissatisfaction will outpace adoption. 
  7. Don't be Intrusive.  Do not include push notifications with your mobile application. Push notifications are among the top reasons for mobile app deletion; it is best to avoid implementing this feature. Just because you can do something doesn't mean you should.
  8. Mobile Apps should be Easy, Not Basic.  By making an application extremely complicated, you risk losing adoption; and too basic to be useful, no one would adopt it too. Mobile apps must be driven from a simple idea or concept and then executed flawlessly against that concept. Take games for example – start simple, get users hooked and progress from there.
  9. Don't build an app that mimics your site.  Mobile applications should not just replicate your website. Mobile app is fundamentally different than use of websites. Take advantage of anytime, anywhere features that mobile app is able to offer.
  10. Decision by Numbers.  Identify and address core users, measure interactions, flow through and retention. Much of mobile app interaction will be driven by the function or content. Use hard numbers to learn what's working and what's not. 
  11. Performance is the New Sexy.  Mobile users have a bewildering number of choices for interactive engagement. Any new mobile site has to compete with 500,000+ iOS apps, 260,000 Android apps, and more than 4 million mobile-optimized websites. Therefore, performance is the easiest and best way to stand out. 
  12. Start Simple, Play The Long Game.  Your mobile application is never done. When you stop making it fresh, stop pushing the bar and stop updating it, significant falloff will begin.

This masterclass was attended by 75 participants from 56 organizations. 10 lucky participants were pick to receive Scott’s latest book on Mobile Ready - connecting with the untethered consumer. Majority of the participants were pleased with the content covered and they could apply the knowledge gained from the Masterclass to their work.

SiTF PPPO would like to thank IDA for their support for this event.

Check up the portal’s education page for more upcoming masterclasses and workshops.