What the report doesn’t spell out is how these mobile trends and the changing expectations of these mobile users are also impacting the remaining 65% of the technology economy; creating an unprecedented opportunity for companies.
As your employees become more comfortable with mobile experiences, their expectations of the digital solutions they interact with at work–desktop, web, embedded devices, and of course, mobile–are changing as well. If you provide them with the right experience, the right solution to the right problem, your value to shareholders will increase. If you give them more of the same “build it and they will come” solutions cobbled together in a closet by IT, you'll lose not only your employees attention and motivation, but your value to shareholders will drop.
The opportunity to improve your digital experiences cannot be seized by doing the same things over again. To capitalize, enterprises must do something unusual... focus on Michelle.
Who is Michelle?
She is your retail sales rep, your financial advisor, your cancer screening engineer. She is one of many employees that you and your business depend on to grow; to increase profits or control costs; to increase margins and market share. She is one of many whom your shareholders depend on to return the value businesses are designed to create. You may not know her name, but she’s there, in the org chart under “sales,” or “advisors,” or “engineers”. And she is not alone. There are many like her.
You may think you know her...captured in a “role” or “persona” that tells you she is one of the single moms who drive a second hand Honda minivan; or is an upwardly mobile married professional who volunteers on the weekends; or is a PhD student several semesters away from her thesis defense. You may think, because some agency created a graphic summarizing her, that you have keen insights into who she is; insights that will help you alter your processes, tweak your business and leverage her in more powerful ways. But Michelle knows you don’t know her. And if you are honest with yourself, so do you.
You know ABOUT her, but what you really need–what enterprises must get to in order to truly leverage new digital experiences that reinvent businesses–is what MOTIVATES her. It is possible to identify the behavioral patterns which resonate with her, but you have to go deeper in your research, your analysis. You have to peel back more layers of the onion than most bother to today.
Recognizing and Leveraging the Patterns
When you can identify these behavioral patterns, you can design them into the digital experiences that power your business. The result is a digital experience, an application–one designed to enable sales, aid in the management of large net worth individuals, increase the accuracy and speed of screening medical examples–that Michelle wants to use rather than has to use.
Accomplishing this level of understanding requires a skill set and approach which enterprises are unfamiliar with. When done correctly, the results can be dramatic. Just ask Trane how their sales increased, their margins grew, and their profit increased as a result of the TraneMAP iPad application that we designed with them. Trane is just one of many that Cynergy has helped. Microsoft. Callaway. They’ve all come to Cynergy to help them realize the business value of digital experiences that address the right problem, for the right people, in the right way.
If you get it wrong, your enterprise will watch, powerless, as others capitalize on a rapidly-increasing market. Michelle will avoid having to deal with the point of sale; the clearinghouse application; the excel spreadsheet of results–because she can’t wait to get to the part of her life that truly motivates her.
Getting The You in User Right
Enterprises have an opportunity to capture a significant portion of the trillions of dollars forecast for 2016, but only if they approach these projects the right way, rather than the same way they always have. As Mike Gualtieri, Forrester Analyst, says “If users don’t love your application, then they will simply move on to another application that they do love–or use no app at all.”
The key is simple: understanding the motivations of your users. Once you have identified your users and their motivations, once you have mapped them to understand how one behavior leads to another–how one behavior relies on another–you can design and develop digital experiences that Michelle loves and can’t wait to use, experiences that provide value to her, that motivate her.
Motivate Michelle to do what your business needs in order to capture a significant share of the market. Get it wrong and watch the market–and Michelle–move on without you.