1. User-Centered Mobile
Concept Development
22 April 2012
Soeren Engelbrecht
Nordic Head of Development - Digitalization
Det handler om at være

2. Agenda
1. Introduction – Why consider Mobile ??
2. Concept – What should you Offer ??
3. Case: ”Tryg på Rejse”
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3. Everybody wants has a Smartphone
Have a smartphone today (DK, 2011) 41%
Uses mobile internet daily (DK, 2010) 64%
Smartphone percent of sale (DK): May 2010: 20%
Jan 2011: 60%
Gartner predicts:
80% of all phones in use worldwide are smartphones in 2013
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4. So what Happens ??
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5. Have we been Here Before ??
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6. Agenda
1. Introduction – Why consider Mobile ??
2. Concept – What should you Offer ??
3. Case: ”Tryg på Rejse”
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7. Platforms from an End-User Perspective
PC Laptop Tablet Smartphone Featurephone
© Soeren Engelbrecht – imagepro.dk
Large screen Small screen
Stationary Portable
Longer interaction Shorter interactions
Fewer daily tasks Vs. Many daily tasks
Shared between users Personal
Slow start-up Instant start-up
Longer life-time Shorter life-time
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8. Functionality Across End-User Platforms
PC’s / laptops Tablets Smartphones Featurephones
Mobile Web:
Subset of functionality
© Soeren Engelbrecht – imagepro.dk
Tablet
Website: Apps:
Website: Full Full Subset Mobile Apps:
functionality functio- of Select functionality
nality functio-
nality
Text Messaging:
Specific tasks
General use Situation-specific use
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9. Three Types of Mobile Apps
• Content-based: News, Wikis, forums
• Entertainment-based: Games, Music
• Utility: Navigation, Weather, Calulator, Timer
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10. How to Achieve Success…
”People will use your app if it solves a problem, gives
”People will use your app if it solves a problem, gives
them a superpower, or just helps them unwind.
them a superpower, or just helps them unwind.
But without a clear, persuasive vision of when and
But without a clear, persuasive vision of when and
why people will use your app, you’re just building a
why people will use your app, you’re just building a
technology demonstration, a curiosity.”
technology demonstration, a curiosity.”
Josh Clark
Josh Clark
10 23. april 2012

11. Apps will be Downloaded and Kept, if…
• They are perceived as relevant for the user
• They are useful:
1. Take phone out of pocket
2. Solve problem
3. Return phone to pocket
• They have a focused, easily understandable scope
• They promise to serve a long-term purpose
85% of all Apps are deleted within 30 days
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12. Apps will be Downloaded and Kept, if…
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13. Apps will be Downloaded and Kept, if…
• Next: Some personal viewpoints on six
Apps for the iPhone
• How do they live up to the ”provide a
quick solution” mantra ??
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14. DMI - Byvejr
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15. Nykredit - Aktier
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16. Stark – HåndværkerApp
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17. Dansukker – ”Det søde køkken i mobilen”
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18. Pandora
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19. ”Ved Livets Afslutning”
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20. Agenda
1. Introduction – Why consider Mobile ??
2. Concept – What should you Offer ??
3. Case: ”Tryg på Rejse”
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21. Starting from Square Two
• Collecting knowledge experience from previous Tryg projects
• Compiling an extensive list of potential functionality
• Gathering knowledge on Mobile platforms, usage patterns,
successes and failures
• Establishing boundary conditions:
• 24/7 Customer promise
• Limited technical integration
• Strong Brand Focus
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22. What does the Mobile Platform offer Tryg?
Always on
• Access – anywhere / anytime Paradigm shift:
• No start-up time
• Platform for efficient 24/7 services –
solve the problem right away
Technical features
• Self-Service is better service
• Location through GPS
• Photographs and video • ”smart solutions” enabled by data
• Motion sensors acquisition and mash-up (GPS, Google
• ”Soft ID” through phone number Places, live data,…)
• Barcode scanning
Improve customer Internal cost
relationship: reduction:
• Convenient Self-Service • Guide traffic to relevant
• Frequent interaction channels
supports pervasiveness • Increase use of Self-
• Permanent visibility on Service solutions
phone supports brand • Viral marketing
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23. Implementation with Partners
External (mobile)
design competencies
E-Business
Business Lab
Marketing Brief / Specifications
Private Sales
Tryg Alarm
External (mobile)
CX competencies
External developers
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24. Roll-Out Scheme: Three Stages
1 1 3
1 1 3
2 2 3
3 3 3
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25. Concept: A ”Branded Utility”
• Free download and useful for everyone – DK, NO, SE
• Maximise potential reach for Branding
• Full service for customers
• Useful for potential customers
• Specific focus
• Easy to understand and use
• Easy to communicate
• Multi-string business case:
• Internal cost reduction
• Increased customer satisfaction – improves customer retention
• Branding value – improves customer acquisition
• Target Segment: Travelers
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26. Vision: Customer Experience Redefined
Sales & Convenience Prevention & Avoidance Online presence Incident
Eva is going on a business trip. Tryg provides Eva with a While traveling, Eva checks up Eva’s bag is stolen. After a brief spell of
Tryg helps her book the trip geotagging chip for her bag on the freight insurance that panic, she contacts Tryg for assistance
and provides travel insurance her company has with Tryg
We have found your bag.
You can pick it up at the
Central Police Station.
We recommend that you
upgrade your return train
ticket to get access to a
safety box.
Upgrade
Have a safe trip home :-)
Convenience Back on track Convenience
Eva reports the theft to both Eva gets instant feedback from Eva gets advice from Tryg on
Tryg and the local Police in one Tryg – 5.000 DKK has been where to buy clothes for next
go using a mobile device transferred to her Visa Card day’s business meeting
Back on Track / Prevention & Avoidance
Tryg helps Eva retrieve her bag and suggests
a non-classical insurance product
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27. Tryg på Rejse
Help & Contact
A list of critical situations
typically encountered while
traveling: Lost baggage,
delayed baggage, theft,
illness, car crash, etc. For
each situation, we offer
advice on what to do on the
spot, and how and when to My Documents
contact Tryg
A password-protected place
to keep track of your
passport, credit cards, health
insurance card and data, car
papers, etc., including what
to do when they are lost
SMS Warnings
Sign up to receive SMS
messages with information
about, e.g., political unrest,
hurricanes, terror events,
etc., in the country that you
are currently traveling in
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28. Visuals – Help & Contact
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29. Visuals – My Documents
The ”Passport” document
template contains pre-defined Activates drop-down
data fields and graphics for other names
Back-up functionality
Link to ”Help & Contact”
or ”Service pages”
A picture of the
passport is optional
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30. Visuals – My Documents
4571 6785 9087 6654
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31. Part Three: ”SMS Warnings”
• Existing service from AidCom
• AidCom and Tryg are looking into expanding the service
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32. Other Screenshots
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33. Prototyping: ”Think-Out-Loud” Testing
Cl
pr icka
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ot ble
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Methodology: One-on-one testing (six users) using a limited
functionality HTML prototype
Research Question #1: Are we heading in the right direction –
do our customers see a point in such a Travel App ??
Answer: Yes. 5 in 6 users saw the App as very useful and would
definitely download it – one user had some reservations
Research Question #2: Does the functional concept –
Insurance Card and subsections – make practical sense ??
Answer: Yes. They understand the division into main sections
and are unanimously positive towards the functionality. Work is
needed on the use of the Insurance Card
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34. Benefits
Improved Customer Experience:
• 24/7 assistance – personal or automated
• No more calling the wrong number/channel
• Convenience – on travel or at home
• Improved ”value for money” perception
Improved Business for Tryg:
• Increased Interaction Frequency
• Support of the Tryg brand
• Less calls means reduced operating costs
• Calls go through the right channels: reduced cost
• Improved ”value for money” perception improves
customer retention
• Attraction of non-customers by being willing to
help – even if you’re not a paying customer
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35. Successful Launch
• Approx. (Censored) downloads in the first three months
• Retention rate (for Android) 70-80%
Outdoor Web Mobile
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36. Don’t Try this at Home…
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37. Takeaways
• Think platforms and channels – do you really need a Mobile App ??
• Or, rather: Do your customers need one ??
• Apply use case thinking – in which situations will your App be
relevant to whom ??
• Don’t try to be everything to everyone
• User testing is imperative
• Have a communication strategy – make sure that you are found
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38. Questions ??
Soeren.Engelbrecht@tryg.dk
(+45) 41 86 24 76
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