Gaining audience insight through mobile engagement

PMY Connected Stadium infographic PMY Connected Stadium infographic

By all accounts the recent Justin Bieber concert was amazing. What we found more interesting though was the amount of insight and audience understanding that was garnered through the captive WIFI portal that we deployed on behalf of PMY and LIVE at Etihad Stadium.

A few years ago, getting to this level of insight was impossible. Now, with the greater need to stay connected, marketers can gain much better insights into audience attendance at events.

Last week, the Sydney Royal Easter Show 2017 came to a successful end. In the early stages of the event, app downloads were considerably higher than the previous year. This signalled that the event was likely to receive higher attendance than the previous year. The results were even better than expected.

We’ve blogged previously about how we’re using R Analytics to understand traffic flows and gather insights. Expect further developments shortly, and if there are any specific reports or features you’d like to see let us know.

And now for some cute pics from #myeastershow.

How I came to be an Imagination Sommelier

I’ve always been an apple fan. Since my trusty Nokia was overthrown back in the day apple have been my brand of choice. That said with all the noise and excitement around Samsung, especially of late, my curiosity was peaking. Having family living in Seoul, Korea I decided to see what all the fuss was about. Surely they’ve got nothing on apple? Or so I thought until I stepped inside their flagship environment, the Samsung D’light store.

Set within trendy Gangnam, Samsung’s head office is as one would expect from such a prestigious brand. It’s a big, modern and yet discreet looking building that’s glass reflects light almost making it invisible. With public access only to the first three floors I can’t but help wonder what goes on above…. how would working here compare to my own experience of the industry?

Samsung HQ Korea


On arrival wife, daughter and I are greeted and asked to provide our details. From the get go it’s evident this is not a retail space for shifting product but rather, an experiential environment for building brand love. With our photos taken, details captured and RFID bands supplied the journey begins.

Activation 1.

It starts by getting acquainted. A member of staff instructs on how to interact with the first station. Placing wrist band to sensor my face and name appear on a large display above.


Next, we head to a space titled EMOTION. On route a massive UHD 105” TV catches my eye.

UHD Samsung TV
But will it make you happy?….probably, yes!


Activation 2. It’s time for the wife to follow her heart.

Corny I know, but a great experience non the less.

Activation 3. Sense.

Not sure how this makes her thoughtful but again…

Activation 4. Imagination. Build Your Own Environment.

Activation 5. Summary.

Having followed my heart, played with my senses and created my own miniature world it was time to encapsulate and reflect what this represents in me. And so, on the 14th April 2017 I gained the title Imagination Sommelier!


I know, I look cool


Ground Floor Summary

We really enjoyed this experience. Sure, the output of our interaction was a little corny but, the interactions themselves were fun. Buoyed by this we took the escalator up to explore how Samsung is connecting tomorrow.



This is Samsung’s IOT space, a place to flex its muscles within real world contexts. Our journey starts with education. A large display wall of ‘things’ gives context and via short animated story we discover the role IOT plays in a day in the life of Jane.

Next, we head to a large space divided into sections representing Healthcare, Retail, Education and the Home. Each space a sterile white canvas. Using tablets and RFID sensor points they are brought to life via augmentation. Each demonstrating the value of IOT within everyday contexts.



Samsung are already a brand we accept and use within the home and this has got to be somewhat advantageous. There is however an area of grey that’s still not entirely clear. How will Samsung mobile phones, using android OS connect to Samsung IOT products? With the latter using Tizen, Samsung’s own OS will the two operating systems be able to seamlessly connect and if so, at what cost?

Perhaps this the start of Samsung looking to take back control of all that it is? Time will tell. If you’re ever in Seoul be sure to check out the Samsung d’light store. It’s well worth the visit.

Adding intelligence to your customer experience

The SalesForce World Tour was recently held at the Convention Centre in Darling Harbour, Sydney. Kicked off by awesome numbers from our very own Jessica Mauboy and a keynote from Mark Hawkins, the CEO of SalesForce.


It was interesting to hear from a company that is helping so many businesses with their digital transformation efforts.  The top 5 transformation themes for enterprise are;

  1. Intelligence
  2. Speed
  3. Productivity
  4. Mobility
  5. Connectivity

While we naturally agree with connectivity and mobility, it was gratifying to see Intelligence at the top of the list.

For their part, SalesForce has created Einstein” – an AI data scientist tool within SalesForce.

“Einstein is like having your own data scientist to guide you through your day. It learns from all your data, and delivers predictions and recommendations based on your unique business processes. In some cases, it even automates tasks for you, freeing up time for you to connect with your customers”

This is great news because solutions like this take context into account for the user. For some time now we’ve been exploring the opportunities to understand the behavioural data that mobile apps provide to identify opportunities to improve customer experience.
Adding intelligence to the customer experience requires having the capability to distill insights from the data stream. We’ve been playing with R Analytics to do exactly that. The chart below shows foot-fall flows based on triggering beacons in an experimental space.

Visualising foot traffic flows between beacons Visualising foot traffic flows between beacons

The width of the flows indicates how many times mobile devices engaged from one beacon to another, and the pink dotted lines indicate backflows. Having visualised this data, now it is possible for us to explore how to improve the experience through the use of prompts and nudges.

While we don’t have Einstein, we have been working on a few prototypes with IBM Watson. In particular using the Voice and Conversation APIs to create moving experiences. More on that in our next blog post.

And here is a robot we met at the event.




Native app animations in Xcode using Sketch, After Effects and Lottie from Airbnb

Mobiddiction - After Effects to Lottie - Hero 1000

Animated icons and illustrations in native app on-boarding screens are becoming more popular. They visually delight the user and also help make the experience more intuitive.

Native animations

Yet, creating them can be troublesome and the two questions we keep coming back to are:

  • What do you use to author the asset?
  • What format does an iOS or Android developer need?

At Mobiddiction, we’ve tried a few combinations and will take you through our workflow.

This tutorial requires the following software:

  • Sketch
  • After Effects
  • Lottie from Airbnb
  • XCode

In this tutorial, we’ll take you through setting up Lottie inside After Effects and Xcode. Creating and exporting vector assets from Sketch. Animating and exporting them from After Effects. Finally, creating the Xcode project and building a working prototype.

Here’s what we’ll be making:

Mobiddiction - Sketch to Xcode - Native Animations

01. Setup Lottie

Getting everything working is a good place to start.

First up, go to the Lottie site:

Scroll down and follow the links to Bodymovin (the extension you install in After Effects) and the iOS Integration page (that shows you how to setup the Lottie library in Xcode).

01.1 Install Lottie - Site links

Install Bodymovin

The best way to install the extension is on the Bodymovin GitHub page:

  • Download the ZIP from the repo
  • Extract content and get the .zxp file from ‘/build/extension’
  • Use the ZXP installer from

Once you’ve downloaded these, you can bring the extension over to your desktop, you can find it here:


Open “ZXP” and drag the the extension into it.

01.2a Install Bodymovin

Open After Effects and make sure the extension has been installed. You should see this:

01.2b Bodymovin After Effects - 1000

Select Bodymovin and if everything went well you’ll see the Bodymovin window. We’ll come back to this later in the tutorial as we get ready to export our animation.

01.2d Bodymovin Window

In the menu, go to:

After Effects CC/Preferences/General

Make sure “Allow scripts to Write Files and Access Network” is checked.

Install Lottie in Xcode

Visit the Lottie iOS GitHub repo here:

You’ll notice in the “Setup Lottie” section that the first thing you have to run is a Terminal command. We tried this and nothing happened and here’s why: Lottie requires “CocoaPods”, a dependency manager for Swift and Objective-C Cocoa projects.

Setup CocoaPods

To make sure you have it installed, run Terminal and enter this command:

pod --version

If you get an error, you’ll have to install CocoaPods on your system, you can do this by opening Terminal and entering this command:

sudo gem install cocoapods

Next, you need to setup the CocoaPods master repo by running this command in Terminal:

pod setup

When everything installs we can move onto Xcode. If you get an error you can follow some of the solutions provided in the CocoaPods troubleshooting guide:

We’ll park CocoaPods for now and move onto Xcode.

Create an Xcode Project

Open Xcode and create a new “iOS/Single View” project:

01.3a Create Xcode Project - 1000

We’ve saved ours on the desktop in this folder structure (you can save yours where ever you like):

Mobiddiction Lottie Tutorial/Xcode/MobiddictionLottieTutorial/MobiddictionLottieTutorial.xcodeproj

Install Pod File

Close this project and install it’s pod file opening Terminal, changing the directory to the Xcode projects directory by running this command (change the path to your path in this instance):

cd /Users/yourusername/Desktop/Mobiddiction\ Lottie\ Tutorial/Xcode/MobiddictionLottieTutorial

Then run this command:

pod init

This create a pod file in the same directory as your Xcode project. Open it with your favourite text editor and enter:

pod ‘lottie-ios’

Your file should look like this:

01.4a Edit Pod File

Save this file, go back to Terminal and enter this command:

pod install

Again, if you don’t receive any errors you are now ready to start using Lottie inside Xcode.

Here’s what we’ll be doing next:

  • Create an After Effects animation with vectors created in Sketch
  • Bodymovin to export into a JSON file
  • Bring this JSON file into Xcode and implement it with some Swift code.

02. Sketch file

Our Sketch file contains 4 art-boards and their shapes: beacon, smartwatch, mobile and our logo. Here’s a screencast that shows you how to setup an art-board, add a coloured background rectangle and start drawing out it’s shape.

The screencasts that follow have no music so you can listen to your own tracks and not get interrupted. Enjoy.

The final art-board in the art-board has 2 states of the Mobiddiction logo and you’ll find out why once we bring it into After Effects.

02.1 Sketch File - 1000

03. After Effects animation

Start setting up your After Effects file.

This screencast takes us through:

  • Creating a composition at 375px x 667px (25 fps)
  • Adding a shape layer for the background

Next up, how to get the shapes in Sketch into After Effects.

  • Export the shapes you’ve created in Sketch as .EPS files
  • Bring them into After Effects and convert them to editable paths, clean up these paths.

Create the shape morph and tweak the timeline.

  • Add another shape layer that we’ll use to morph between these shapes, add path and fill modifiers to it so we can see it
  • Keyframe each icon’s path and copy them over to the shape layer we’ll use to morph between each icon
  • Tweak keyframe interpolation until the first 4 icons morph from one to another smoothly, add 180° clockwise rotation to each icon morph to give it character
  • Make the background colour change with each shape morph.

One of the last things we have to do in After Effects is to transition from the last shape to our logo icon.

  • Add a null then parent our icon to it
  • Pop this in as the shape that precedes it pops out of view
  • Export the completed animation with BodyMovin.

We exported the JSON file to this path and name:

Desktop/Mobiddiction Lottie Tutorial/Xcode/MobiddictionLottieTutorial/MD Logo Animation.json

04. Xcode file

We’re going to stop here and bring where we are into XCode. There will be an update to this tutorial that adds more flourishes at the end frame and gets it running in Android Studio. For now, we have all we need to make working prototype.

  • Open the Xcode workspace file you created earlier in this tutorial
  • Drag the JSON file into Xcode as an asset
  • Write the code needed to loop it
  • Test on an iPhone 7 emulator.

To create the on-boarding version we’ll setup a swipe controller and it’s code to swipe between each icon morph.

We’ll skip to the end result and provide you the code we’ve just written in both examples in the source files.

Your final Xcode screen and it’s working prototype should look like this:

04.2 Xcode - Onboarding Complete

Congratulations, you’re done!

Here’s the source files for this project, they can help you create your own projects and teach you how to reproduce this tutorial:

Good luck and have fun.

The team at Mobiddiction.

How should marketers invest in IoT & Wearable technology?

IoT & Wearable technology is giving almost everything the ability to be connected. With new products being launched every week the speed of change is exponential.

We’ve been keeping a close eye on this exciting space and have developed some prototypes. Like using IBM Watson‘s speech-to-text API to create a conversation UI based on user voice input. Running Alexa on a Raspberry Pi and our famous uptime Christmas Lights.

So the question arises, should we be considering IoT and wearables as part of the future customer experience? And how should I approach this new area of interactivity?


While the promise is significant, the technology isn’t quite there yet. The major barriers to adoption are:

That said, it is time to start factoring it into future customer experience roadmaps. As a marketer there are three avenues we should plan for and prepare an execution strategy.

Feedback & Research. A connected product is a fountain of knowledge, providing a continual unprompted feedback loop.

For instance, if you can track when a lightbulb is about to run out through a smartphone, you can then send over a discount meeting this need. If the civil defence force can monitor the population flow across popular destinations using beacons and wifi data they can use this to respond faster and better to emergencies.

As the amount of data-collecting devices rises, and the amount of data available to marketers increases, we’ll see marketing campaigns based around and catering to consumers’ daily habits. The challenge here lies in having the systems and processes that allow you to capture, access and act on this information.

Building a better brand experience. Major venues and retailers we are working with use sensor tracking to understand the flow of foot traffic and purchase activity. This is then used to optimise everything from store layouts to shop inventory to bathroom locations.

Other global examples are companies such as Disney that utilise RFID-enabled wristbands that provide theme park entry, access to hotel rooms, and a payment method. There’s enormous potential in optimising experiences rapidly based on real-time insight. This kind of insight lets IoT provide answers to many questions that, until now, have been both highly critical and completely elusive.

The challenge here lies in thinking about how IoT can help enhance and streamline your brand experience.

Active Advertising, Retention & Loyalty. We’re already seeing advertisers using IoT to extend their relationship with the consumer beyond the point of sale. Pernod Ricard is a great example, their bottle design lets you order new stock when you’re running low. You can also scan QR codes for recipe and cocktail ideas (do people still do that?).

It isn’t just another way of collecting data on the consumer – it also allows traditional FMCG brands to strengthen customer relationships.

Questions like, is a billboard more effective in fast or slow traffic? Are consumers more responsive to sports advertising before or after a workout? Do coffee ads perform better with coffee drinkers who are tired, or who’ve had a good’s night’s rest?

Marrying attribution analytics to location-based, fitness and sleep tracking data will provide insights in a state-of-the-art way.

The challenge here lies in embedding a customer journey based marketing methodology into everything you do.

The IoT train is leaving the station. Make sure you’re on it.

And please remember that computers won’t be human till they can gossip 🙂

Wearables – context, convenience and compactness

We recently purchased a bunch of Samsung Gear S3 watches because they are the best Android wearable on the market right, wanted to see their limitations compared to other wearables and what we can bring to the wearable app market. Initial experience with the devices are:

  • The swift performance beats any other Android wearable on the market
  • Features a high-quality, high-resolution display
  • Notifications are accessible and clear, less invasive using the S3 vs. mobile device
  • Wearables haven’t come that far in innovation within introduced devices in the 2016/2017 wearable market: devices are still bulky and the features and integration with the users smartdevices are yet to introduce any new innovative tech that we have yet to see


Having used the Pebble, Apple watch, LG watches, and older Samsung Gear devices we were starting to loose faith in the wearable future. Then came Samsung Gear 3 along with watches from traditional watch makers Michael Kors and Fossil.

We’ve been studying these devices to understand the user context in the overall customer experience. Specifically, it’s captology given the initial issues with user-experience.

We decided to experiment by creating our own watch face for the Gear S3, to see what some of the challenges and opportunities exist when integrating wearables into your mobile customer experience strategy.

White-WatchFace Mobi-WatchFace

Early results

We asked one of our designers, Tim, to develop the watch faces using no core development tools. This was to see how easy it is for designers to create personalised experiences. When designers can play and create, we know we’ve got a scalable solution.

Here’s what Tim had to say:

“Building these watch-faces aren’t intuitive or easy to pick-up and create, the ability to do more advanced features within tested tools Gear Watch Designer and Facer (Gear Designer in particularly more-so) are limited and require more knowledge into Android development to expose more of the advanced, cutting-edge features to utilise the device to its full potential.”


  • Screen real estate is limited and masked as a 360px x 360px circle, so designs, iconography and typography has to be mirrored on device as the mockup is designed to ensure legibility and accuracy in detail within the final output
  • Hit areas are small, so factoring hit spaces for multiple elements within the 360px circle is essential for the user functionality and satisfaction
  • Maintaining integrity as a watch-face first and a HUD for your phones health data, extra available information second. As an individual who has used multiple wearables from the OG Pebble smart-watch to the FitBit Charge; in the end, no matter how many applications or plugins are available to improve the wearable, if it can not properly display both the time and notifications as they roll in, it doesn’t serve its first and secondary purpose to better my digital engagement


  • With wearables and NFC, helping consumers navigate through physical spaces will become a breeze
  • the Watch UBER app for example takes the anxiety out of having to watch the screen – it just buzzes on your phone.

Things to watch out for

  • Maintaining clear, legible type for all people: taking into account information at a glance and possible extras: buttons, glyphs, and trackers in more advanced watchfaces
  • Custom (not-native) font integration needs to be rendered as bitmaps and cannot freely be implemented, which can become a nightmare if more that just numbers need to be used
  • Not all watches are created equal (when it comes to shape, aspect ratio and resolution).
  • Screen burn – If an always-on or inactive watch-face can be enabled, over long periods of time the device has the potential to burn an image of the watch-face into the LCD, consideration to low colour, low detail shapes on these watch states are essential to your wearable’s lifespan and customer positive affirmation with your product long-term

Evolving our understanding of customer experience to improve revenues

“If you are like other CX pros, at some point in your CX career you’ll encounter the “money question.” Your CEO will ask you: “What’s an improvement in our customers’ experience worth in dollars and cents?” And it’s likely that you won’t have a (good enough) answer, as 50% of CX leaders Forrester surveyed have not yet modelled how CX quality influences customer behaviour.”

That’s how this article on Forbes magazine begins. Why? Because there are customer experiences to be improved, customers to be engaged and ROI to be delivered.

All that’s required is a meaningful connection. But how do marketers get to grips with the complexity of measuring and innovating in their customer experience?

With all the talk seeming to focus on the smart tech, intelligent retail, smart cities, we thought it would be a good idea to look on the simpler side of IoT. Where businesses should be looking to invest in the here and now.

Make Sensors Your Friend

Sensors can detect, identify and connect people to your brand via proximity. Providing there’s a network connection they essentially can turn inanimate objects into digital platforms through which to interact, engage and capture information from your audience.

  1. Apply a sensor to an object
  2. Create and transmit something people want and value
  3. Capture data from the interaction made
  4. Re-invest data into new more targeted and personalised experiences

As you can see, IoT enables a whole new type of measurement and engagement limited only by that of imagination.

Sensors enable. It’s important to realise that this is all they do.

What matters most is the value of experience they enable people to have. With every opportunity now a potential chance to engage, the challenge for brands is figuring out how to get permission to do so.

Take the example of the recently released BPme Fuel payment app. It enables customers to pay-at-pump, saving precious time, which something we really value. The customer experience is seamless (after a few teething problems), and has resulted in more visits to BP.

It’s also easy to see the commercial drivers behind this investment.

  1. It sidesteps the heavy capital investment of integrated payment pin-pads into fuel pumps
  2. It allows BP to learn about customer behaviour, purchase frequency and consumption habits
  3. It provides a more personalised, contextually aware channel to deliver promotional offers

The single biggest driver has to be the learnings that are possible from the customers that actually use the app. And being able to apply those learnings to improve customer experiences across the board.

Considering the needs states and designing a mobilty framework around those needs will allow brands to create shared value and encourage loyalty.

If you’re looking for a more in-depth primer on the Internet of Things, this report from Goldman Sachs points the way and also check out key developments at IoT Alliance Australia. And if you do embark on an IoT-enabled future, just remember not to do this “Ok Google”!


Developing tools for Customer Experience mapping

In designing customer experiences, there are a number of methodologies that can be followed.

Recently we’ve been working on a lot of customer experience and user experience workshops (yes they are different). We’ve pulled together the resources and frameworks we use to share with you.

Probably the most common is that great 3M innovation – the post-it note.


This handy, colourful utility has aided many a workshop.

Everyone has a photograph of the wall after a good day’s worth of prototyping. The challenge, however, is how to keep the end user’s needs and emotions in mind

The empathy mapping tool from Dave Gray is a particularly useful tool to understand needs and emotional states.

The empathy mapping tool takes a moment in the customer experience. It asks participants in the workshop to look at the world from the user’s point of view.

To actively consider their feelings and actions. To understand how the responses in the customer experience shift their emotional states and help or hinder.

In the process of working through the exercise, teams develop an understanding of the underlying “why” and also identify opportunities to innovate

Improving Customer Experience workshops

But we think something is missing. The more workshops we’ve run, the more we’ve come to realise that there is a natural grammar to the customer experience mapping process.

In every customer experience, there are some well-defined stages that the consumer goes through. The start of the journey, research, achievement, success or failure.

To make this process more efficient, and fun, we’re thinking about creating a toolkit that supports facilitation.

Customer experience mapping wall

Specially, we’re creating a series of easy to post tokens that help brainstorming in sessions.

Just imagine being able to throw up a magnet on a magnetic wall.

Experience mapping tokens

Then grab some white board pens and markup the steps the user is taking through the key moments.

Then it’s a simple matter of using the trusty post-it note to markup opportunities for innovation.

We’re also looking for ways to better understand feelings at each stage in the journey.

Using the emotional pinwheel it is possible to model all the different likely emotions a person may experience through their journey.

Let’s mobilise the pinwheel so when you shake it it gives you an emotion to work with. Let’s really focus on bringing interactivity to these workshops and start putting together solutions which have impact.

MD-CJM-3 (1)

Let us know if you’re interested in using these tools and we’ll go ahead and get them made :).


Resources for marketers and practitioners

Mobility Inflection Point- When Real and Virtual Worlds Collide

In CX moments of truth matter.

In FMCG people talk about the first moment of truth. Then Google introduced zero moment of truth (ZMOT).

Brands put so much energy into acquiring customers but often leave loyalty and advocacy to the end. Progressive brands have always understood the importance of customer experience, and have shown that advocacy comes from focusing on subsequent moments of truth.

As you may know, we recently opened an office in NZ to support our trans-Tasman clients, which has also meant increasing our carbon footprint as we regularly fly team members back to visit HQ. We started flying Air NZ (as they have the earliest flight out) and got to experience a brand that has certainly understood moments of truth in all aspects of the CX.

Here’s a simple example:

alt= Air NZ app with a coffee order

So the act of ordering a coffee with a long queue at 5 am can be daunting but now:

  1. Push a button.

  2. Get a notification when it’s ready.

  3. Seamless bliss.

    So let’s unpack a couple of things that are going on here.

    Firstly, there is a deep understanding of the human condition – our desire for things to be kept simple and convenient.

    Secondly, there is a commercial imperative – driving sales and tracking demand, in real-time. If they can capture the ordering from an app, they’re able to understand the customer’s preferences, track and report on demand in real-time and tell if one of their lounges is having a problem meeting demand.

    After being in operation for just 1 year, it had been used to order over 1,000,000 cups of coffee!

    So how did they do it?

    Quite simple really. As a traveller, you are encouraged to install the app to keep track of your travel schedule. The app helpfully lets you know if there are delays, based on your location it recommends when you should leave for the airport, and once you’re at the airport, it prompts you to order your coffee as you’re completing check-in.

    In the background, the app is communicating it’s geographic position, as you approach the lounge beacons activate additional promotional prompts based on the services available in the lounge.

    This is just one simple example of how mobile technology & IoT expands the opportunity to create blended online-offline experiences.

    We’ve been doing something similar for the last three years with the Sydney Royal Easter Show.


    To ensure families got the best value for experience Mobiddiction undertook extensive “Need State” and “Customer Journey” mapping. From this we identified Utility, Relevance, Transaction and Social CRM as the core need states the app needed to deliver against.

    What brand and tech teams should consider

    Again, planning this experience required a blended skill-set of good old marketing knowledge, and a desire to bend technology in interesting and innovative ways. Having done this a couple of times, here’s our recommendation:

    • Understand the real-world environment your brand lives within. Map out where digital interaction could enhance customer experience.
    • Use the “see, hear, feel, do” empathy mapping technique at each moment of truth identify how you can leverage technology to create a moving mobile experience
    • Challenge the technology to solve the problem in innovative ways. Don’t let it restrict your thinking.
    • Be the customer. Walk in their shoes. Experience their experience to identify new CX opportunities.

    Retail Is Where It’s At!

    We think the single biggest gain for this technology exists in the retail customer experience. With online shopping trends shifting rapidly, it’s important not to throw the baby out with the bathwater.

A framework for designing your mobility solution

Almost a decade ago, the first iPhone was released resulting in the biggest change to consumer behavior since…the industrial revolution, TV….Pokemon Go

Where a phone used to be exclusively for phone calls, over time it has become one of the primary means of connection for people.

Progressive brands know this and have embraced mobile making it easier and easier for people to interact with them.

The main driver is how a mobile phone can *shorten* the customer journey, and enable consumers to achieve their goals faster.

Doing this simply creates a positive emotional connection with the customer and in turn an improved customer experience for the brand.

Understanding the *what* and *when*’ to deliver value through mobile is the key! A point purely technology driven projects often miss. Focus on your customers needs first; technology is merely the conduit.

  • Deliver value when people need it most.
  • Be there when it counts.
  • Show that you care.

In addition with the introduction of IoT, AI and messenger services, mobile phones are now an indispensable part of the total customer experience brands need to deliver.

Given the many ways to connect with consumers via a mobile device, it’s useful to have a mobile framework that helps you think through your mobile customer experience.


The diagram helps a planner work through the need state of the end user, and which features of the mobile device to help create excitement, satisfaction or action.

Let us know if you find it useful, we’re always looking to improve our tools.