BEHIND THE CURTAIN:

SECRETS OF MOBILE
APPLICATION WIZARDRY
MARCH 2011

#Appwiz

0 © 2011 Razorfish. All Rights Reserved.

INTRODUCTION
1 © 2011 Razorfish. All Rights Reserved.
 WHAT WE

2 © 2011 Razorfish. All Rights Reserved.

3 © 2011 Razorfish. All Rights Reserved.
Value of mobile is amplified by channel &
connective tissue duality
Potential to deliver unprecedented value to both consumers and businesses

CHANNELS
WEB APPS MESSAGING X-CHANNEL
FEATURES/BEHAVIORS

SOCIAL

LOCATION

COMMERCE

SEARCH

CONTENT

3/12/2011 4
Applications will have largest impact
Tech giants, publishers & brands have declared….
Success of their business depends on success in mobile

3/12/2011 5
 CONSUMERS VALUES ONE THING THE MOST…

6 © 2011 Razorfish. All Rights Reserved.

SCALE
ENGAGEMENT
TARGETING
MEASUREMENT
VIRAL SHARING
TRANSACTION
3/12/2011 7
8 © 2011 Razorfish. All Rights Reserved.
9 © 2011 Razorfish. All Rights Reserved.
10 © 2011 Razorfish. All Rights Reserved.
Mobile has a 95/5 rule; very few are successful

SUCCESS
FAILURE

3/12/2011 11
IT IS
HARD,
AND HARD IS
GOOD
12 © 2011 Razorfish. All Rights Reserved.
13 © 2011 Razorfish. All Rights Reserved.
14 © 2011 Razorfish. All Rights Reserved.
IN THE WWW OF PEOPLE,

Emerging human behaviors matter

15 © 2011 Razorfish. All Rights Reserved.
 Process should prioritize purpose
instead of repurpose

3/12/2011 16
16
 CREATE SKUNKWORKS AND
OLD NEW
STRUCTURE THE EDGE SO IT CAN
INNOVATION LABS ON THE EDGE OF PULL THE CORE TO THE EDGE
THE FIRM AND THEN ABSORB THEM
WHEN THEY START TO WORK

17 © 2011 Razorfish. All Rights Reserved.

App development should be considered a
continuous process

S-curve Rapid set of punctuated moves

Stable over decades (potentially never ending)
(few real changes in 60 years)

3/12/2011 18
BEST PRACTICES
19 © 2011 Razorfish. All Rights Reserved.
 BEST PRACTICES

Too early for any best
practice to be gospel
THERE ARE

Everyday there is an
opportunity to define
best practices

20 © 2011 Razorfish. All Rights Reserved.


Experience needs to be
somewhat familiar

Similar to fashion
design, small change as
and people want to be
different but not too

DIFFERENTIATE different

Don’t confuse the user
PROCESS

21 © 2011 Razorfish. All Rights Reserved.

Evaluation metrics should be leveraged for
features, functionality and design
Prioritizes performance minimized navigation paths,
Efficient personalized and contextualized communications

Deepens relationship with consumer and provides moments

Engaging of unexpected utility/playful interactivity

Offer robust set of utilities within an intuitive interface; cross-

Experiential channel touch points become more interactive

Always On Provide a real-time, proactive and notification-driven resource

Leverage more advanced functionality of handset and new

Opportunistic consumer behaviors, with data supported iterative updates
and enhancements

Is sustainable over time, accommodating different messages

Malleable and products without sacrificing scalability

3/12/2011 22
23 © 2011 Razorfish. All Rights Reserved.
24 © 2011 Razorfish. All Rights Reserved.
25 © 2011 Razorfish. All Rights Reserved.
26 © 2011 Razorfish. All Rights Reserved.
27 © 2011 Razorfish. All Rights Reserved.
28 © 2011 Razorfish. All Rights Reserved.
29 © 2011 Razorfish. All Rights Reserved.
30 © 2011 Razorfish. All Rights Reserved.
31 © 2011 Razorfish. All Rights Reserved.
32 © 2011 Razorfish. All Rights Reserved.