3 th mobile leadership program mobile assets
TRANSCRIPT
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THE MOBILE ASSETS
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1. Sites & Apps 2. Site Design Principles
TABLE OF CONTENTS
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Sites & Apps
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Is mobile web dead?
“The mobile war is over and the app has won”
venturebeat.com 2013/04/03
86%
14%
TIMESPENTON SITES
TIMESPENTON APPS
USER TIME SPENTON MOBILE
DEVICESSource: Flurry (http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.VQmG7GTLeD4)
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66%
SITES
6%APPS
28%SITES &
APPS
PRIMARY CHANNEL FOR COMMERCIAL
TASKS
INDUSTRY SNAPSHOT
75% OF AUTOS USERS
60% OF FINANCE USERS
70% OF TRAVEL USERS
71% OF RETAIL & TECH USERS
64% OF LOCAL SERVICES USERS
... USE SITES MORE OFTEN FOR
COMMERCIAL TASKS
86%
14%
TIMESPENTON SITES
TIMESPENTON APPS
14%
40%GAMIN
G & ENT.
28%SOCIAL
20%OTHER
USER TIME SPENTON MOBILE
DEVICES
Time spent Value for your business
Source: Flurry (http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.VQmG7GTLeD4)
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Mobile site is an entrance to your service
SITE USERS APP USERS
+ New & Occasional Users+ Consideration PhaseAlso+Frequent Users+Existing Customers
+Frequent Users
+Existing Customers
+Unique Mobile Usage
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Pop quiz!How many apps are there on Google Play?
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60% of apps have never been downloaded
20% are only used once after installation
95% of apps are abandoned within a month
Source: http://www.hindustantimes.com/business-news/over-100-billion-mobile-apps-downloaded-in-2013/article1-1124695.aspx
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Your Client: Apps or Sites?
APPS FIRSTWHO: APP-CENTRIC MODELS
SITES FIRSTWHO: MOST COMPANIES
SITES + APPS
WHO: COMPANIES WHO HAVE NAILED THEIR SITE...
Intended for high frequency use (e.g. daily)
Delivers app-only capabilities (e.g. offline)
Entertainment, media, or gaming uses.
Fully optimized for mobile
Fully functional core capability like commerce
Built with your future customer base in mind
...and want to expand on site capabilities...
...with app-only capabilities (e.g. offline)
Focused on most loyal, engaged customers
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Site Design Principles
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Busy
Distracted
Lazy
Fast
Relevant Easy
Three characteristics of mobile users
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Qualitative user data
100 Mobile Websites Tested
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25 mobile site UX principles
Homepage & Site Navigation
Site Search
Commerce & Conversions
Form Entry
Usability & Form Factor
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Source:http://www.google.com/think/multiscreen/whitepaper-sitedesign.html
Make site search visible and relevantAuto-completion, filters and sorting
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Make x-device experience seamlessShare button and shopping cart / wish list
Source:http://www.google.com/think/multiscreen/whitepaper-sitedesign.html
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Make form short and effectiveMandatory fields, conversion steps, real time validation
and numerical keyboards
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HOMEPAGE& SITE NAV. 4/4 Calls to Action
Front & Center Short Menus Homepage Navigation
Promotions Well Integrated Doing Not Doing
SITE SEARCH 0/4 Visible Site Search
Relevant Results Filters Guides to
better results
SCORE TOTAL
COMMERCE& CONVS. 3/5 Guest
browsingGuest
Checkout
Existing information
used
Click to Call Present
Easy to convert on
another device10/25
FORM ENTRY 2/5 Info entry streamlined
Simplest input method used
Visual Calendars
Real time data validation
Efficient form design
USABILITY& FORM FACTOR
1/7Entire site
optimized for device
No pinch to zoom
Product images
expandable
Site works all orientations
Stay in same window
Avoids “full site” labeling
Clear about use of users
location
Legend
Can consumers get around easily?
Can consumers search for what they want?
Can consumers search for what they want?
Can consumers easily give you their information?
Can consumers use your website with minimal frustration?
Let’s review and score your mobile site UX!
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Thank you!
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Insert client site example here
Filling Out Forms: On Screen Selectors
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Mobile Sites: The Good, The Bad, The Ugly
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Users of Sites Vs. Users of Apps
SITES
APPS
+ First Time Users
+ New & Occasional Users
+ Consideration Phase
Also
+Frequent Users
+Existing Customers
+Frequent Users
+Existing Customers
+Users of Unique Mobile Functionality
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Pop Quiz: Name this Company
● 352 Million Average Monthly Unique Users ● Offices across the world ● Market Cap of 5.8B ● Company culture is described as a
passionate, predicated on collaboration, humility and respect
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King.com
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Why This Matters
“... I was worried I would miss something or wouldn't be able to read something, and I was worried about screwing something up and you know, her birthday was coming up quick ...”
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Insert client site example here
Keep Calls-to-action front and center
Lowest User Ratings Highest User Ratings
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Confusing for Consumers
Insert client site example here
Easy to Find Info
Homepage should focus on connecting consumers to the content they are seeking
Keep Calls-to-action front and center
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Make Site Search Visible, Smart & Relevant
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Make Site Search Visible, Smart & Relevant
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Allow your customers to convert as a guest
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Consumer Pain Point: Filling Out Forms
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Seems Daunting
Insert client site example here
Seems Manageable
Divide form into smaller chunks to make it more approachable for consumer
Filling Out Forms: Steps & Progress Bars
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Let Users Pick Up Where They Left Off
Users want to be able to finish their task later if needed
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thinkwithgoogle.com
google.com/think/multiscreen/whitepaper-
sitedesign.html
Resources:
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Allow your customers to convert as a guest
Average Rating (Mobile Sites)