how to develop successful mobile products

How to develop

successful mobile

products

AutoTrader’s tech estate….

• Consumer mobile website

• iOS and Android mobile and tablet apps

• Apps for dealers

• Mobile sites for dealers

• Mobile vehicle locators for

manufacturers

• Mobile web sites for dealers

520m visits across all platforms

(YoY +23%)

95.1m cross-platform visitors

to our web-sites

(YoY +8%)

5,720websites hosted by us

(+5% YOY)

1,228estimated mobile-only

websites hosted by us

(+29% YoY)

…makes us a good barometer

visits on mobile devices28m in January

(YoY +36%)

What does mobile change?

• What consumers do

• How they do it

• When they do it

Life – has got complicated!

Expect visits from buyers who want it now!

45% visit dealers

directly

Sources:* AT.co.uk Survey July 2012 (with mobile users filtered)**AT mobile response survey May 2012 (.mobi users)

Usage patterns fluctuate comparing Sunday…

Shortlist and DiscoveryIgnition (Tablet and Mobile) Editorial / Video ReviewsAuto Trader.co.uk (PC and tablet browser) Editorial / Video Reviews

SUNDAYS

3%3.5% 4%

5.3% 5.5%

4.5%

6.6%6.2% 6%

7.8%7.2%

9.5%

Desktop

…to a week day

Shortlist and DiscoveryIgnition (Tablet and Mobile) Editorial / Video ReviewsAuto Trader.co.uk (PC and tablet browser) Editorial / Video Reviews

3.5% 4%2.5%

5.8%5%

3%

5.8%6%

5.5%

8.2%9%

13%

Desktop

We can’t predict how this is going to end

1992 2013 (iPhone 4s) % Change

Price £1,500 £289 -80%

Standby time 8 hours 200 hours +2400%

Talk time 20 minutes 8 hours +2300%

Sustainable software

• Deciding what to build

• How to build it (who, UX and

architecture)

• Give teams autonomy

• Let data guide the product

• Find good people

Are all experiences the

same?

Different platforms – different uses

• Time of day

• Location

• Task

…lots of user journeys

What do consumers see as good?

1. Quality and speed of car locators

2. Accurate information

3. Quality images

What do consumers see as good?

On mobile…

1. Speed of content

2. Easy to read

3. Straight forward to

navigate

Responsive or optimised?

Site user experience (Google rating)

90%

99%

91%96%

99%

78%

88%

99%

83%

100%

94%99%

93%

Site response speed (Google rating)

84%

69%

77%

84%

58%

51%

33%

58%60%

67%

46%

62%60%

Device management

- Same URL

- Smaller foot print

- Optimised for mobile

Constantly evaluate new devices

Swap traffic between experiences

We’re in the software

business now

Built to last – who will build it?

• In house

• Long term partner

• Onsite third party

• Multiple third parties

• Number of open tickets

• Mean time to close

More desirable

Less desirable

Good architectureChoose the right architecture

Simple

Scalable

Measurable

Go agile

Card wall – multiple streamsStatus

New build requests

Changes

Continuous delivery

• Automated testing at commit time

• Automated integration and smoke tests

• Deployment

• Live monitoring

1,815 software releases

(YoY +31%)

94% release success

Build the right product

Product discovery – an emergent field

• Minimum Viable Products

• Understand what gets traction

• Find sticking points

• Move fast to grow quicker and remove

problems

Dual track agile

DEALERSDIGITAL

MARKETINGCUSTOMERS

Product discovery

Data Experiments

Product delivery

AgileContinuous

delivery

How do we measure ‘right’?

Acquire

Activate

Retain

ReferRevenue

Assign a value

to each stage of

the funnel

Scaling up

Squads

• Mini start up

• All the skills needed

in the squad

• Balance of product,

tech and delivery

Squads delivering mobile…

Home page Selling Native apps

Find the right people

“The war for talent is over.

Talent has won.”

Deloitte Consulting – Dec 2013

Deep skills

Broad skills

T-shaped people

Deep skillsJava, MVC

Broad skillsHTML, JavaScript, SQL, estimation, automated

testing, business analysis

T-shaped people

“Lastly, start ups are a big part of a new movement back to the city. Young people increasingly

turn away from suburbia and move to hip urban districts, which become breeding grounds for

new firms.”

The Economist – January 2013

More important Less important

Measurability OVER Hunches

Built-in flexibility OVER Resistance to change

Continuousdelivery

OVER Big projects

Good people OVER Fill the role

Thank you

@adrian_m0ss