Structuring your Organization for Mobile - Whiteboard Wednesday



Hello everyone, my name's Richard Sgro and welcome to Localytics' Whiteboard Wednesday. Today I'm going to talk to you about structuring your organization for mobile success.

Today we're gonna talk about three different organizational structures to help you get to the mobile goals that you have.

The first model is the one-team model. In this organizational structure the team that's building your core experiences, having developed your core brand experience, also understands mobile technology, your brand's challenges and your users. In this model that core team directly transitions from creation of your desktop or mobile experience to the mobile experience, implementing it themselves.

There are some challenges to this model - your core experience team can often think about your brand experience in one set way and may think of mobile as a complimentary or supplementary experience. They may struggle to think about the mobile first scenario. In addition, your team's coding skillset, be it on the desktop or on the web, often doesn't directly transition to the mobile world.

The second model that we're going to discuss is the insourced model. In this model your core scenario team continues to focus on your core web and desktop branding experience. They build and focus on this overarching experience and conceptualize all the different scenarios and angles on the desktop or on the web.

As part of that process they define some mobile scenarios. As they define those mobile scenarios they work with an internal team of mobile experts to get them developed. Thus you have a second development group, specifically mobile experts, and they spend their time solely thinking about your mobile presence.

The challenges of insourcing are different than those of the one-team model - for one, collaborating internally in organizations oftentimes results in challenges in prioritization. Your internal mobile-first product team may have a number of different internal partners, and your scenarios or your application may not be high on their list.

The third and most common model we see is the outsourced model. Your team has an established, excellent set of core experiences - they understand the user and they want to continue to focus on the overall brand experience. Working with your scenario team, a product manager or product owner comes up with your organization's mobile requirements and hands them off to an external third-party. After some time that external third-party hands back a completed mobile experience.

This is really great if you're looking to get a mobile experience out the door quickly, but there is a monetary cost associated with outsourcing your mobile development, and oftentimes it's higher than the other two models. It's also important to think about the long-term implications of having a external third-party build an application. Who owns the bugs if there's an issue found? Who's going to troubleshoot it? Who owns first line support?

So we chatted a little bit about each of these models and when making a decision, it's important to consider the specific needs of your organization. If time is vitally important - you've got a great experience launching on the web or on the desktop, and you really need to make sure that you've got a mobile presence - outsourcing may work really well for you.

If in your organization has a strong group of mobile-specific experts, the insourcing model may be perfect for your organization - just be cautious of the challenges of group collaboration.

If you're fortunate enough to have an organization with a very fungible development team, I would generally encourage you to think about the one-team model. This allows your organization to think through all the scenarios from all the different angles, allowing a unified team to build great experiences on all the screens that your experience is on.

So these are the three different organizational models, I hope you enjoyed our chat today. As I said before my name is Richard Sgro and this was Localytics Whiteboard Wednesday.

Thank you very much.