13-15 June 2018

Dynamic Earth, Edinburgh

How to create a user-centered 'digital ecosystem' across devices

Session type:
Case Study

Session duration:
45 minutes

Presented by:

Soren Engelbrecht

MAERSK

About this Case Study

Today, companies are expected to provide both customers and employees with access to a 'digital ecosystem' of websites and apps that makes sense across all their devices: PC, tablet, phone or even wearables.

This session presents hands-on methods and practical guidance for creating such an ecosystem for your users - a systematic approach based on user insight, business process understanding, and real-life experience.

Based on the 'Mobile Where it Matters' strategy - which takes a friendly poke at 'Mobile First' - a number of practical approaches are presented. Among others, this includes 2 new models:

  • the 'Application Mountain' model to ensure that focus is on the user, not technology
  • the 'Platform Matrix', which helps with deciding on mobile vs desktop and app vs website

Apart from providing this toolbox, which can be used for developing roadmaps for digital solutions, the session will also include several practical examples from a diverse range of businesses.

About the Speaker

Søren Engelbrecht has been developing online solutions and strategies since 1999, venturing into mobile in 2010. He is strongly focused on creating business value through user-centered digital solutions. Before Joining Maersk as a senior mobile strategist, he has worked for, among others, Scandinavian Airlines, Nikon and Tryg Insurance. He is a highly experienced public speaker.

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