best practices for building the best mobile experience
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Best Practices for Building the Best Mobile ExperienceTRANSCRIPT
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?
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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
