understanding user point of view to launch great mobile experiences - michael weinberg, applause
TRANSCRIPT
|Michael Weinberg | VP and GM | Applause Israel | [email protected]
Understanding User Point of View to Launch Great Mobile ExperiencesIsrael Mobile Summit 2016
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Convergence
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Native Mobile, Mobile Web, Desktop & In-Store Experiences Are All Just the Customer Experience from a Customers’ POV
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The Distinction Between Online and Offl ine Has Blurred
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Source:
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“Online” Increasingly Means “Mobile” and That Adds Complexity
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A8-50 A5500Arrows F-02EArrows NX F-02GAscend G630Desire 816G3G4Galaxy Ace S5830Galaxy Core PrimeGalaxy Fame (S6810)Galaxy Grand PrimeGalaxy Note 10.1 (2014 Edition)Galaxy Note 3Galaxy Note 4Galaxy S 2Galaxy S 3Galaxy S 3 I9300Galaxy S 3 mini (I8190)Galaxy S 4Galaxy S 5Galaxy S 6Galaxy Tab 2 (10.1)Galaxy Tab 2 (7")Galaxy Tab 3 (7.0)Galaxy Tab 3 (7.0)Galaxy Tab Pro (10.1)Galaxy Tab S2 (8")
103 Unique Android Device/OS/Carrier
Combinations
iPad (Early 2012) 3GiPad (Early 2012) Wi-FiiPad 2 3GiPad 2 Wi-FiiPad Air 2 Wi-FiiPad Air 3G/4GiPad Air Wi-FiiPad Mini 2 Wi-FiiPad Mini Wi-FiiPad ProiPhone 4iPhone 4SiPhone 5iPhone 5CiPhone 5SiPhone 6iPhone 6 PlusiPhone 6S
109 Unique iOS Device/OS/Carrier
Combinations
Source: Applause Customer Data
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CUSTOMERS WANT TO BE TREATED L IKE ROYALTY
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TREAT T HEM L IKE ROYALTY TO EARN LOYALTY
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APPS ARE THE FRONT DOOR TO YOUR BUSINESS
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YOUR APPS HAVE TO DO MORE T HAN J UST WORK
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THEY HAVE TO DEL IGHT YOUR USERS
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USERS ARE MORE VOCAL THAN EVER
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Neglecting Customer Expectations is Risky
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Source: Forrester Research, Inc.
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What This Means For You
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The Problem With the Status Quo
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STATUS QUO: YOUR TEST LAB IS HERE
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YOUR USERS ARE EVERYWHERE
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The Customer ’s Voice Should Impact All Stages of Development
Tester End UsersDeveloper
Build distribution1 In-app bug reporting 2
Crash log reporting
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In-app user feedback 3
Product/Marketer
Sentiment Analysis5Builds
User Feedback Crash logs
BugsBugs & Crashes
Quality Dashboard with Sentiment Analysis
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• Customer ‘signals’ come in many forms…• Usability feedback• User analytics• Bug reports• Crash reports• Security vulnerabilities
• …and at many times• Research• Pre-launch• Post-launch
How to Use Outside-In Customer Feedback
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• Understand what your customers really think of your product: Solid analytics eliminates opinion-based debates on where your product stands with customers
• Extract insight from the review stream: Analytics can help you to extract useful insight from the endless stream of app reviews.
• Understand what you need to work on next: Analytics can help you prioritize your mobile application feature development by showing you exactly what your customers like and don’t like about your app.
By Listening To Customer Feedback, You Can:
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WHAT I T MEANS F OR THE FUTURE
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CUSTOMER EXPERIENCES MAKE/BREAK LOYALTY
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BENCHMARK YOURSELVES ON QUAL I TY
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DOMINAT E THE COMPETI T ION
