best practices for building the best mobile experience

Building the Ultimate Mobile User Experience

Nitzan ShaerManaging Partner High Start Group

December 2012

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Agenda

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2ABC

3DEF

Why Mobile UX?

Common Pitfalls

3 Steps

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Why Mobile UX?

Mobile 2013. Mobile phones will be the most common device used to access the Web

The UX Impact. 61% of customers who visit a mobile unfriendly site are likely to go to a competitor’s site

Mobile Commerce Explosion. More than 50% of US mobile users, used phone to research while inside a store

Mobile Revenue. 23% of media consumption time but… only 1% of ad spend

Social. More time spent on mobile than web

Mobile Experience Is Driving Major Revenues

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Common Pitfalls

• Unidentified customer needs

• Customer retention and monetization Strategy

• Information overload

• Mobile’s unique capabilities ignoredDesign

• Performance

• Platforms are not all born equalTechnology

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High Impact Mobile Solutions

Customer Value

Utility, entertainment,

social value

Company Value

Revenues, new customers,

loyalty

Experience

Intuitive, instant gratification,

frequent usage

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3 Steps

• Set Mobile-Specific GoalsHint: these are rarely the same goals as desktop Web site

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• Identify Mobile Users, Context, and NeedsWho will use it? Where? When? And what do they need?

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• Ensure Adoption and Repeat EngagementWhat will make them check in every day?

3

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Step 1: Set Mobile-Specific Goals

• Increase revenue. New mobile offering, frequency of purchase, leveraging location

Clearly defined mobile goals are the basis of impactful results

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Step 1: Set Mobile-Specific Goals

• Increase revenue. New mobile offering, frequency of purchase, leveraging location

• Grow user base. New value add, differentiated offering

Clearly defined mobile goals are the basis of impactful results

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Step 1: Set Mobile-Specific Goals

• Increase revenue. New mobile offering, frequency of purchase, leveraging location,

• Grow user base. New value add, differentiated offering,

• Deepen engagement. Convenience of use, location, social and emotional engagement

Clearly defined mobile goals are the basis of impactful results

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Step 1: Set Mobile-Specific Goals

• Increase revenue. New mobile offering, frequency of purchase, leveraging location, or other contextual info

• Grow user base. New value add, differentiated offering, social growth

• Deepen engagement. Convenience of use, location, social and emotional engagement

• Brand building. Increasing awareness, new channel

Clearly defined mobile goals are the basis of impactful results

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Step 2: Identify Mobile Users, Context, and Needs

Identify target users, their context, and needs

Target users.• Which segment will benefit most from mobile (hint: not all)? • Who are the new users we are targeting? • On which devices? • What are their behavioral patterns?

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Step 2: Identify Mobile Users, Context, and Needs

Target users.• Which segment will benefit most from mobile (hint: not all)? • Who are the new users we are targeting? • On which devices? • What are their behavioral patterns?

Context of use.• When and where will users access it? • What do we know about the user at that time?• What information does she have access to

Car wash

During a meeting

Waiting for my food in a diner

Other

Waiting for a flight

Waiting room of doctor's office

13%

26%

27%

34%

38%

44%

Describe an unusual situation in which you used the app

Identify target users, their context, and needs

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Step 2: Identify Mobile Users, Context, and Needs

Target users.• Which segment will benefit most from mobile (hint: not all)? • Who are the new users we are targeting? • On which devices? • What are their behavioral patterns?

Context of use.• When and where will users access it? • What do we know about the user at that time?• What information does she have access to?

Needs.• What will the user want to achieve?• Test and learn – in the wild

Because I'm rarely at a computer

Shopping on the site is sometimes not possible

I love the idea of having an app…

I need to fight boredom in lines…

So I can be first when a sale begins

27%

27%

33%

36%

67%

Tell us why it's impor-tant to be able to take

the site anywhere

Identify target users, their context, and needs

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Step 3: Ensure Adoption and Repeat Engagement

• Instant gratification. Expect 5-30 seconds. Intuitive and instant reward. Think: graphics, bandwidth, perceived, database

Invest in unique mobile elements to spur adoption and repeat engagement

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Step 3: Ensure Adoption and Repeat Engagement

Invest in unique mobile elements to spur adoption and repeat engagement

• Instant gratification. Expect 5-30 seconds. Intuitive and instant reward. Think: graphics, bandwidth, perceived, database

• Hyper personalized. Personalize the experience to foster personal and social aspects

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Step 3: Ensure Adoption and Repeat Engagement

Invest in unique mobile elements to spur adoption and repeat engagement

• Instant gratification. Expect 5-30 seconds. Intuitive and instant reward. Think: graphics, bandwidth, perceived, database

• Hyper personalized. Personalize the experience to foster personal and social aspects

• Freemium model. Remove barriers to adoption, monetize after user is engaged

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Step 3: Ensure Adoption and Repeat Engagement

Invest in unique mobile elements to spur adoption and repeat engagement

• Instant gratification. Expect 5-30 seconds. Intuitive and instant reward. Think: graphics, bandwidth, perceived, database

• Hyper personalized. Personalize the experience to foster personal and social aspects

• Freemium model. Remove barriers to adoption, monetize after user is engaged

• Viral and social. Implement viral elements in the product offering

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Step 3: Ensure Adoption and Repeat Engagement

Invest in unique mobile elements to spur adoption and repeat engagement

• Instant gratification. Expect 5-30 seconds. Intuitive and instant reward. Think: graphics, bandwidth, perceived, database

• Hyper personalized. Personalize the experience to foster personal and social aspects

• Freemium model. Remove barriers to adoption, monetize after user is engaged

• Viral growth. Implement viral elements in the product offering

• Game mechanics. Introduce elements that drive enthusiasm, repeat usage, deliver social benefits

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Summary: Building High Impact Mobile Offering

Set mobile-specific goals

Identify context, and needs

Ensure adoption and engagement

Addressing the unique aspects of the mobile environment is core to delivering an outstanding

solution

Are you ready to build an outstanding mobile experience?

Nitzan Shaernshaer@highstartgroup.com

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