dml 13 jeroen tjepkema - measureworks - wat comsumenten vooral niet doen op hun mobiel!
TRANSCRIPT
@jeroentjepkema
Performance Usability Experience:: ::
Rules of Thumb5 reasons consumers abandon your mobile strategy
Digital Marketing Live, March 20-21, 2013
@jeroentjepkema, MeasureWorks
speedI
0
0,3Instantaneous: I like it!
0
1
0,3Instantaneous: I like it!
Interaction: Let’s conversate...
0
1
3
0,3Instantaneous: I like it!
Interaction: Let’s conversate...
Mmm, shall I click away?
0
10
1
3
0,3Instantaneous: I like it!
Interaction: Let’s conversate...
Mmm, shall I click away?
Only if the task/content is relevant
0
Which do you prefer?
Enter the “flow state”
Relevant content, to support
task completion
With fast delivery, focus on interaction
Flow is an “optimal experience”
that is “intrinsically enjoyable”
“”
The mobile “FLOW”
The mobile “FLOW”
On the move
The mobile “FLOW”
On the move
(Often) one handed
The mobile “FLOW”
On the move
(Often) one handed
Under time pressure
The mobile “FLOW”
On the move
(Often) one handed
Under time pressure
Content
The mobile “FLOW”
On the move
(Often) one handed
Under time pressure
Content
Usability
The mobile “FLOW”
On the move
(Often) one handed
Under time pressure
Content
Usability
Speed
Time for an experiment... ;-)
Survey 1:How do we respond to
mobile only?
Mobile Only research setup....
30 mobile savvy usersFor 5 days straight,
only use your smartphone to access
the internet3G only, no WiFi
Survey 2: How do we experience
mobile shopping?
Survey 1:How do we respond to
mobile only?
Mobile shopping experience setup....
100 mobile users Mobile browsers only via 3G, no WiFi
Perform 2 tasks:‣Buy a book‣Buy a T-shirt
Now, time for the details...
1.“Always on?”
Day 1 Day 2 Day 3 Day 4 Day 5
175180200250256
Mobile Usage (Mb)
Mobile Only research:- Task: Only use smartphone to access internet and perform tasks, no WiFi- Test ran during 5 days straight, performed over android and iOS users- N = 30, all heavy users
0
25
50
75
100
Day 1 Day 2 Day 3 Day 4 Day 5
Native App vs Mobile Web usage (%)
Native App Mobile WebMobile Only research:- Task: How often do you use your native app or mobile web compared to a) day 1 and b) regular usage- Test ran during 5 days straight, performed over android and iOS users- N = 30, all heavy users
What impacts mobile only behaviour?
My mobile data subscription
Screen size vs. Content
There’s an app for that
Q: What changes impacts mobile behaviour?
Mobile browsers
2.Mobile
readiness
0
25
50
75
100
Bol.com Selexyz Bruna Other
1. Buy a book 2. Review 3. Buy at a different store
161624
44
Design Speed Mobile Readiness Other
12
46
2616
Design Speed Mobile Readiness Other
Bol.com Selexyz De Boekerij ECI Bruna Cosmox
Target your audience!
0%
10%
20%
30%
40%
Speed Readiness
18%
40% 40%
25%
< 34 > 35
Mobile Web42%
Native58%
Mobile Web55%
Native45%
< 34 > 35
3.Speed
0
12,5
25
37,5
50
Zalando HM V&D Tom Tailor3,97,7
15,4
42,1
1. Buy a T-shirt 2. Review
4
45
2420
Design Speed Mobile Readiness Other
0
10
20
30
40
Zalando HM V&D Tom Tailor
8
34
15,4126
18
54
21
Design Speed Mobile Readiness Other
Roun
d 1
Roun
d 2
Many issues reported with
Zalando?
Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
Nexus - Android - 3G
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
Nexus - Android
Apple - iOS
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
0 8.04.8
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
0
2
4
6
8
Zalando TomTailor HM VD
8
4,21
5,39
3,883,62
2,85
4,21
1,72
Wifi 3G
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
4.Usability
Optimized vs Non-optimized
- +Selecting items
To login or not?
try it yourself
RTLnieuws Telegraaf Nu.nl
5.#fail
Source: Compuware, 2012, Engaging the tablet user; What to expect from web sites?
Why it matters? 76% of mobile consumers won’t retry more than twice
What impacts mobile experience?
#fail
What impacts mobile experience?
#fail Usability
What impacts mobile experience?
#fail Usability Speed
What impacts mobile experience?
#fail Usability Speed Mobile readiness
What impacts mobile experience?
Always on?#fail Usability Speed Mobile readiness
What impacts mobile experience?
Recipe for experience
1.Eco-System
of me
You
1.Eco-System
of me
Deliver the same experience to all your (mobile) users
Regular website
Deliver the same experience to all your (mobile) users
Regular website Native Application
Deliver the same experience to all your (mobile) users
Regular website Native ApplicationOptimized Mobile Web
Deliver the same experience to all your (mobile) users
Responsiveweb design?
2. Build mobile
use cases
Focus on task completion
With mobile
conditions in mind
Optimized for the right screen
Native app
Mobile Web - Landscape
Mobile Web - Portrait
3.Real users,
Real devices
@jeroentjepkema, MeasureWorks
INTERNET CUSTOMERS
Third-party/ Cloud Services
Content Delivery Networks
Local ISP
Mobile Carriers
Major ISP
INTERNAL USERS (CLOUD) DATA CENTER
Storage DB Servers Web Servers
App Servers
Middleware Servers Mainframe
Load Balancers
Network This is what you control... What you’re blamed for..
Measure User Experience?
Measure User Experience? Outside-in, from the browser perspective...
Use real devices and/or users
With both 3G and WiFi
connections
Based on Real usage scenario’s
If anything else...
Don’t just copy your web
content
Create a (mobile)
experience
Questions?
Questions? Or visit the demo alley
Thanks! More questions?M: [email protected]: @jeroentjepkemaW: www.measureworks.nl