getting mobile right
DESCRIPTION
Smartphones and tablet devices have grown to play a leading role in how consumers access media and make purchasing decisions. Expectations about what makes for an ideal mobile experience depend on the motivations and behaviors of users. Successful outcomes require tailoring communications so they take full advantage of unique device interaction styles, context of usage and technical constraints. This presentation provides tips and best practices on creating mobile-friendly experiences that surprise and delight.TRANSCRIPT
Getting Mobile Right
The Experience Advantage
Getting Mobile RightThe Experience Advantage
Red Door InteractiveDirector, Business Planning & OptimizationCharles Wiedenhoft
@cwiedenhoft #MobileUX
Getting Mobile Right
1 T d1. Trends2. Devices & Contexts3. Case Studies4. Group Activity5. Experience Design4. Group Activity
Getting Mobile Right
50 Percent50 PercentHalf of U S mobile subscribersnow own a smartphone.Half of U.S. mobile subscribers
Source: http://goo.gl/2cY6m
Getting Mobile Right
February, 2012Smartphone Gap Closes
50%
Source: http://goo.gl/2cY6m
Getting Mobile Right
Red Door ClientsMobile Traffic Sample
Getting Mobile Right
Mobile Web Surpasses Fixed Internet in 2013
Source: http://goo.gl/R2d1
Getting Mobile Right
They Consume ContentWhat do people do on mobile?
Getting Mobile Right
Watch Videos, Play Games, SharingWhat do people do on mobile?
Instagram is nowInstagram is now worth $77 million per employee.
The Atlantic, April 2012, p
In 6 weeks was downloaded over 20+ million times20+ million times.
Business Insider, March 2012
Getting Mobile Right
They ShopWhat do people do on mobile?
17 million of Paypal’s 100 million account holders have shopped on their phones.
P P l F b 2012 PayPal, February 2012
30% of GILT’s Black30% of GILT s Black Friday revenue was from mobile sales. Boston Globe, December 2011
Getting Mobile Right
What do people do on mobile?They Shop
17 million of Paypal’s 100 million account holders have shopped on their phones.
P P l F b 2012 PayPal, February 2012
30% of GILT’s Black30% of GILT s Black Friday revenue was from mobile sales. Boston Globe, December 2011
Getting Mobile Right
Multi-channelTouch Points
acquire
consume
become loyaly
Getting Mobile Right
SnapTaxFile with a Photo
Getting Mobile Right
Waiting Time is Shopping TimeTesco’s Subway Virtual Store
Waiting Time is Shopping Time
Getting Mobile Right
Getting Mobile Right
Competition Without BoundariesCompetition Without BoundariesAmazon Price Check
Getting Mobile Right
Business Model TransformationBest Buy Connected StoresBest Buy Connected Stores
Getting Mobile Right
15 Billion15 BillionThe number of Internet connected
world’s population by 2015.devices will grow to twice theThe number of Internet connected
Source: http://goo.gl/JThnf
Getting Mobile Right
“Internet of Things”Web-enabled Contexts and Devices
Getting Mobile Right
S t h T bl t
Engaging Mobile Users
Smartphone
Used on average 40 timesper day in short time bursts
Always-on and always-with-you
Tablet
Used primarily for leisure with longer duration of focusAlways on and always with you
More personal than tablet and not as likely to be shared
Games, productivity tools and social media are top uses
Peak usage on nights and weekends or “me time”
Replaced the laptop at home Feeling of discovery and willingnessmedia are top uses
Concise snippets of content Location aware Higher interaction costs
Feeling of discovery and willingness to explore
Large screen offers better web browsing experienceg
AOV = $80* Spend 50% more than PC users* AOV = $123*
Source: http://goo.gl/xXKAb
Getting Mobile Right
M bil O ti i d W b it M bil A
Mobile Sites vs. Apps
Mobile Optimized Website
Pros: Mass-market appeal Search-engine friendly
Mobile App
Pros: Superior at fulfilling specific tasks Perceived as faster than mobile sites Search-engine friendly
Can drive ad traffic Easier to link and share information Retains cross-platform capabilities
Perceived as faster than mobile sites Can offer better usability (for now) Access native device hardware Users expect “wow” elements with
HTML 5 offers app-like experiences Unrestricted by walled gardens Less cost to maintain over time
natural UI and rich media Micro-payments engine built inCons: Not available in browsersCons:
Limited access to device hardware Usability not as good as app (yet)
Not available in browsers Confined to app store Extra platform development costs Publish in multiple placesp p
Getting Mobile Right
What’s First?What s First?How to identifyyour mobile priorities.How to identify
Getting Mobile Right
Closing the Produce GapCase Study
Getting Mobile Right
Getting Mobile Right
Closing the Produce GapCase Study
GoalGoal Provide users with a fast, easy way
to find avocado information while in the produce aisle
Tactics Create a mobile-friendly site with
nutritional content Optimize “nutrition” keywords forOptimize nutrition keywords for
mobile search Evolve mobile content strategy to
further engage usersR lResults Recipes now make up the top
content viewed on CAC’s mobile site
Getting Mobile Right
51 Percent51 PercentA majority of Hispanics use their smartphoneas their primary Internet device. A majority of Hispanics use their smartphone
Getting Mobile Right
Mobile Traffic is CulturalCase Study
Goal Register new card members
through the mobile channelTacticsTactics Deploy mobile site Streamline registration form Boost user confidenceResults Mobile enrollments have doubled
Getting Mobile Right
Texting at the TablesideCase Study
Getting Mobile Right
Texting at the TablesideCase Study
Goal Grow email subscriber list by
simplifying mobile sign-up processT tiTactics Implement SMS campaign for email
newsletter opt-in Develop & deploy welcome email p p y
sent to users after signing up to encourage profile updates
Results 13 000+ sign-ups via SMS 13,000+ sign-ups via SMS 167 average weekly sign-ups
Getting Mobile Right
Texting at the TablesideCase Study
Goal Grow email subscriber list by
simplifying mobile sign-up processT tiTactics Implement SMS campaign for email
newsletter opt-in Develop & deploy welcome email p p y
sent to users after signing up to encourage profile updates
Results 13 000+ sign-ups via SMS 13,000+ sign-ups via SMS 167 average weekly sign-ups
Getting Mobile Right
Activity!Activity!A 7 minute workshop on identifyingyour mobile priorities.A 7 minute workshop on identifying
Getting Mobile Right
“The only man who behaves sensibly is my tailor;y y
He takes my measure anew each i htime he sees me,
While all the rest go on with theirWhile all the rest go on with their old measurements and expect me to fit them.”
— George Bernard Shaw
Getting Mobile Right
Tailored Approach
Before After
Mobile WebsiteMobile Website
Getting Mobile Right
Singular Approach
Banner Ad Landing Page
Display Media CampaignDisplay Media Campaign
Getting Mobile Right
Tailored Approach
Banner Ad Landing Page
Display Media CampaignDisplay Media Campaign
Getting Mobile Right
Tailored Approach
Before After
Tablet Optimized WebsiteTablet Optimized Website
Getting Mobile Right
Singular Approach
Email Invitation Landing Page
App Walled GardenApp Walled Garden
Getting Mobile Right
Monitor AfterG tti M bil Ri htMonitor AfterGetting Mobile Right
Make informed decisions1
2 Align content with context
3 Keep trying new things
Now is the fun part!