the perils of taking great ux commerce mobile :: modevux - 2014

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Dara Pressley @UXDiva The Perils of Taking Great UX Commerce Mobile

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Page 1: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

Dara Pressley @UXDiva

The Perils of Taking Great UX Commerce Mobile

Page 2: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

The greatest peril for the mobile strategy of Enterprise

is the audacity of the user

Page 3: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

–Karen McGrane | Content Strategy for Mobile

“Users insist on consuming content on the device most convenient to them.”

“They decide how and when to access your content, not you.”

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Too often Enterprise makes assumptions about the experience they should create on mobile which are often a great departure from the

experience that users are expecting.

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Flickr: "Curbside Cookoff 2010 Lobster Truck" by Mr.TinDC CC: Attribution-NoDerivs License

CustomInk certainly did not expect users to create T-Shirts on their mobile devices in 2011. But Mr. T used his mobile phone to design his products while waiting for customers.

Page 6: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

Obstacles Going Mobile

• Technology

• Content

• Responsive vs. Optimized

• Full Scale Redesign vs. Iterative Changes

• Mobile Friendly vs. Mobile Experience

• Internal Politics

• Change Management

• The Bottom Line

Page 7: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

A few examples

Page 8: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

NPR & COPE

Create Once, Publish Everywhere

Page 9: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

NPR is the poster child for content done right

- COPE separates the data from the interface so that that same dataset can be published to multiple interfaces.

- Using a taxonomy system complete with proper tagging, categorization, and meta-data, the same content can be used beyond the website.

- In fact, data can be moved even beyond mobile and tablet. NPR data currently streams to iTunes.

- With a multichannel strategy, the data can be pushed to social platforms, and internet connected devices such as cars and stoves.

Page 10: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

CMS

COPE

& More

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images: mashable.com | npr.com

iPadiTunes

iPhone

Page 12: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

The Responsive Onion

Page 13: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

images: mediaquir.es

Publishing lends itself nicely to responsive design.

- Text easily bends to fit the space

- With image optimization, images can be delivered at a size and weight best suited to the device.

- Here you see The Onion has figured out how to reset ad placements per device so that the ads are not just clumped at the bottom.

Page 14: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

The Optimized Amazon

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• Amazon started in mobile long before notions of responsive design.

• Each property is optimized for the best experience.

• Window Shop for the iPad is so lovely, users may spend more than they had bargained for with out realizing

• just click, click, click

• Amazon has among it’s properties

• amazon.com

• amazon.com mobile

• Mobile Apps

• iPad Window Shop

• If the Kindle is an optimized book buying/ reading experience

• on Desktop, Mobile Apps, Tablets and the Kindle Tablet(s)

Page 16: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

Desktop Window Shop

Mobile Web

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An Iterative Make over

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The design is dead Long live the redesign

• The Guardian is working on redesign a responsive mobile first design

• while still keeping the current desktop design active

Working in the background

Page 19: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

So…. This is all great for content driven sites. !

What if your site is made up of applications?

Page 20: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

The Banking Industry

Mobile is a chance to be innovative.

Banking systems:

- Old technology makes it difficult for banks to update their systems for internal apps and customer facing websites.

- Mobile was a chance to start fresh / be innovative

- These interfaces are easier to use than the full site and much more pleasing

- I spoke with a Wells Fargo UXer (2 years ago) who was struggling to make the same games on their desktop property, and it hasn’t happened yet…

Page 21: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

Just imagine the experience of a brand new bank today

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• Each nuance of Simple is a delight.

• Simple is banking done right on desktop and mobile.

images: zagg.com

Page 23: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

Time Warner Cable

• The goal of their redesign was to move from static HTML page to a Content Management System

• Their plan was to create first an optimized desktop site then mobile.

• Mobile needs changed their strategy

• Users needed to be able to buy services

• And Users needed to be able to get help with their services

• Both of these needs had to be filled for when the user is not on desktop based internet

Page 24: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

Content & Change Management

• Time Warner Cable quickly found that in order to support the content needs of their new management system they needed to have the right team in place

• Companies that understand change management ahead of time, or adapt, will be most successful in creating their experiences

Page 25: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

Don’t judge a mobile experience based on a current experience that

doesn’t exit.

Internal Politics

One of the biggest obstacles to creating a mobile experience is just

getting started.

Page 26: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

CustomInk Making the Decision

to go Mobile

Page 27: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

6 CustomInk’s Design Lab

Page 28: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

• Early 2011 CustomInk mobile traffic was less than 10% — much lower than other retailers

• Most of over all traffic came from Customer Referrals, SEO, and Paid Search

• Landing on the site on Mobile resulted in an error page “Oops! You are in uncharted territory.”

• As a company, CustomInk wanted the experience of their site to be awesome, and that was only happening on the desktop.

• Rather than let mobile users choose to “pinch & zoom” desktop pages, their path was simply blocked.

• Natural search began to send more mobile users to the site

• For the most, those users were not returning on their desktop

Page 29: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

Flickr: "Curbside Cookoff 2010 Lobster Truck" by Mr.TinDC CC: Attribution-NoDerivs License

Remember this guy…

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This is what he’s working with

Page 30: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

• With the error page removed, users could browse the site

• Early 2012, CustomInk began spending on TV ads

• Viewers were browsing the mobiles for more information

• By Q3, mobile traffic had almost doubled

• Fixing the Design Lab to work on touch devices allowed mobile users to save their designs.

• And of course… sharing brought people to the site from whatever device they were currently on.

Page 31: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

Fresh take on mobile

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Booster Fundraising Not having to worry about the impacts of the main site, Booster was a chance to take a look at mobile

Fundraisers are meant to be shared and therefore created an inherit need for Booster to be available on what ever device the user chose to view.

Page 32: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

What Drives CustomInk Mobile Usage?

• TV commercials

• Email

• Facebook

• Sharing

• Group Purchase

• Booster

What drives CustomInk mobile usage?

•  Macro trends

•  TV commercials •  Email •  Facebook

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Page 33: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

What do mobile users want to do?

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“While I realize there are limitations for the site

developer, as a general rule, I feel that anything available on the site should be available on

mobile.”

Users wanted to be able to do the same tasks on their mobile as their desktop.

Page 35: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

The way ahead | CustomInk

• Creating a strategy that includes mobile while still continuing to enjoy the same gains in sales is both exciting and terrifying

• All of the strategizes mentioned before come with wins and risks

• Let’s just do what works for each experience in the site

• So that users can use the device most convenient for them

Starting with baby steps

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Page 36: The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

Thanks!

Dara Pressley

Lead User Experience Designer

[email protected]

@UXDiva