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In part one of this series, I explored how the decision to move towards native, hybrid or HTML5 mobile development is not solely connected to the expected level of usability of the app and its visual design, but more so related to understanding the balance between the need of native and multi-platform code. I also recommended thinking about the business case, constraints and target audience in a more structured way when discussing mobile initiatives to avoid making incorrect assumptions. In this second part of the series, I will review the importance of asking the right questions, in the right order, to decide which mobile platform is best.
I have the feeling that sometimes people forget that software is a tool intended to help users achieve a goal. Back in May 2012, Forrester published a report reinforcing the message that mobile strategies fail because they focus on the technology first. When the mobile wave took place the question was “why mobile.” Then it evolved to “how.” I have seen several brands still stuck on trying to answer this second question. Perhaps, companies that are still over-thinking the “how” question do not realize that in order to find the answer, they need to take two steps back and first understand “for whom” and then “for what.” By exploring this process, enough input will certainly be uncovered allowing them to finally switch gears and start properly thinking about “who” and then finally, define the “technology.”
Let’s take a look at each of these four categories and drill down into a recommended set of questions that can help gather the right information and connect the dots:
For whom:
–First determine your target audience. Then consider how this audience will interact with your mobile presence (i.e. when walking on the street, when taking the bus, etc.).
–The goal here is to identify the expected user journeys. Developing a mobile app for teenagers is completely different from creating something for their parents, for example. And inside companies (business-to-enterprise), creating a tool for sales reps is different from mobile software for the human resources staff (i.e. sales reps will most often use the app on the road, while the HR staff will likely be at the corporate office and directly connected to the enterprise network.
–How will the app help the different personas within your target audience?
–How will you obtain feedback – through existing or new channels?
–What can be done within the app to motivate the different types of user to engage?
For what:
–What are the business objectives behind your mobile adventure?
–What are the business goals, expected direct and indirect benefits? Are there projected revenues that can be anticipated? For example, if you need to reduce the number of calls to your support center, a business-to-consumer or B2E app could act as an additional communication channel for your customers and employees.
–Also here is the opportunity to think about my favorite question: does it make sense to have a mobile app? Meaning, does it really need to be mobile? Think about the different contexts in which your software will be used. Sometimes it simply doesn’t make sense to perform certain tasks on a mobile device. A desktop site, with a precise mouse and a bigger screen, for example, can often still be more appropriate.
How:
–What actions must be taken to properly connect to your target audience.
–Depending on the age and gender, (defined when answering “for whom”) you may use different channels to let them know about your app.
–How can we make it easier to achieve business goals – or monitor your progress towards them? (Defined when answering “for what.”)
–Which metrics do you have to collect inside and outside the app that will help you check this progress?
–Also, if your app aims to drive revenue, how do you plan to achieve that each step of the way? Note that one step provides you with the support or inputs to better discuss the next steps.
–Also, try to understand how to quickly to deliver value to the users: what is the minimum set of features that validates your basic business assumptions or people’s interest in your app (i.e. the minimum viable product, or just “MVP”). This is what you should deliver first.
–Think of incremental development – constantly evolving your app on top of real feedback from the users. Don’t stay behind the curtain for too long.
Last but not least, and only after going through the exercise of thinking about the three steps described above (in that specific order) should you start the discussions on the mobile platform.
Technology:
–What is the best platform that will enable you to hit your audience (“for whom”) and reach your goals (“for what”) through the actions you’ve mapped (“how”)?
–What are the technology pros and cons?
–What future features could require you to move in another direction?
–Are there any existing corporate IT constraints (e.g. compliance rules) that may prevent you from adopting your first platform option? If yes, review the three previous steps and determine how your findings and decisions will be impacted. You may need to adjust your goals and expectations for the mobile app or, if the business goals mapped on “for what” are strong enough (i.e. they have a high business value to the company), you may be able to remove those corporate blocks and proceed with your first platform option.
By following this process the technology answer will be much easier to identify. You’ll also be able to set realistic expectations with stakeholders and be supported by different angles – identifying the risks and creating response plans. It’s all part of a well prepared project plan for your mobile strategy roadmap.
Remember, as addressed in part one of this series, it is important to avoid the temptation to develop a mobile product or service on top of a specific platform solely because it’s “cool.” First, focus on understanding the business case, constraints and especially your target audience. Even in those cases where a strategy is already in place, going through this holistic exercise to ask the right questions, in the right sequence (remember that one step provides you with the inputs to better discuss the next steps), will help validate the existing plan and may uncover why something is not working well.
