Stop Debating, Start MeasuringHow User Analytics Change Lifecycle Speed and Output

JEFF HAYNIE, CO-FOUNDER & CEO@appcelerator

THE ELEPHANT IN THE ROOM

What the business will pay for.

Mobile

is replacing the web.

7,095,476,818

TOTAL WORLD POPULATION

2,484,915,152

INTERNET USERS

6,572,950,124

MOBILE SUBSCRIBERS

48%52%

URBAN RURAL

35%INTERNET PENETRATION

93%

MOBILE PENETRATION

SOURCE: We Are Social. wearesocial.sg. JANUARY 2014

2013

2014

2008

2011

2009

2010

2012

2007

Mobile out-ships desktop

iPad released

More mobile devices than people

iPhone released Apple: most valuable co.

Android 1.0

A BRIEF HISTORY OFTHE MOBILE SHIFT

WHY?

DUMB TERMINAL(WITH BETTER GRAPHICS)

ANTICIPATORY, PARTICIPATORY POCKET

DEVICE

WHICH WOULD YOU CHOOSE?

“Do as I say.”

“Do as I say.”

MOBILE IS BUILT ON INTUITIVE USER EXPERIENCES

MILLENIAL EMPLOYEE MEETS SAP

“Saturday and Sunday, we’re masters of the universe. But Monday through Friday we’re dweebs.”

– GEOFFREY MOOREAUTHOR, CROSSING THE CHASM AND ESCAPE

VELOCITY

DEAD DISTINCTIONS

C

B2C

B

B2B

E

B2E

THERE’S ONLY ONE “U”

C

B2C

B

B2B

E

B2E

U

BUSINESS-TO-USER

“Delight is the new normal.”

– GEOFFREY MOOREAUTHOR, CROSSING THE CHASM AND ESCAPE

VELOCITY

DELIVER A BETTER EXPERIENCE…

ACROSS AN EXPLOSION

OF DEVICES & OSs…

FASTER THAN EVER

THE DELIVERY DILEMMA

RESULTS MAY VARY

ADOPT AN M.V.P. MINDSET

BuildLear

n

Measure

OPTIMIZE FOR CYCLE TIME

Ideas

CodeData

Reis, Eric. The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses.

MINIMUM VIABLE PRODUCT

Allows a team to collect the maximum amount of validated learning about customers with the least effort.

“Without an effective measurement capability, it really doesn’t matter how fast you can release – you’re still shooting into the darkness .” – FORRESTER

FORRESTER RESEARCH INC., ”MEASURING MOBILE APPS”, DEC. 2013.

TOO LITTLE, TOO LATE

“AMAZING APP. love it!”

“worst thing since ‘basic instinct 2’…”

Disapprove designed by Jevgeni Striganov from the Noun Project

vApp stores: good for distribution, not so good for diagnostics.

WHAT’S THE PROBLEM?:

Performance?Stability?Installation?Frustration with a specific use case?Confusing design?Something else?

“User commentary is a lagging indicator. By the time a company has uncovered and diagnosed poor user sentiment, users have abandoned the app in droves and moved on.”

"ARE YOU EXPERIENCED? MEASURING SUCCESS IN THE NEW MOBILE ECONOMY." TNW, JAN. 2014.

A MOVE FROM LAGGING TO LEADING INDICATORS

OWNING THE EXPERIENCE

ENGAGMENT

ACQUISITION

RETENTION

CONVERSION

QUALITY

The five mobile metrics no company should be without.

v Mobile Metric 1: ACQUISITION

VARIABLE:

Installs

ANSWERS:How many new users did I acquire?How many devices are receiving my push notifications?

INSTALLS OF OUR APP

INSTALLS OF THE COMPETITION

An install by itself does not equal an engaged user.

SO…

BUT:

v Mobile Metric 2: ENGAGEMENT

VARIABLE:

Average session length

ANSWERS:

Who is using my app?Where are they using my app?How many times did users open my app?How long do users spend in my app?

v Mobile Metric 3: RETENTION

VARIABLE:

Number of active users divided by total installs

ANSWERS:

How many unique users per day or week are using my app?How many of last week’s user did I keep this week?

v Mobile Metric 4: CONVERSION

VARIABLE:

User exit points in the critical business process of the app

ANSWERS:

How many users who begin a process actually get through to completion?When and where do they drop out?

LOGIN

SELECT MERCHANDISECHOOSE PAYMENT

CONFIRM & SUBMIT

v Mobile Metric 5: QUALITY

VARIABLE:

Ratio of app crashes to app sessions

ANSWERS:

How common are app crashes?Where do users encounter crashes? How many crashes do I have to fix?

From the trenches…

• Over 10,000 mobile workers maintaining properties

• More than 2 million property inspections a month

LARGEST PRIVATELY HELD MORTGAGE FIELD SERVICES

COMPANY

DRIVING MOBILE PRODUCTIVITY

HOW ALL OUR DASHBOARDS SHOULD LOOK

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1-Jan

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1-Jun

1-Jul

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0%

20%

40%

60%

80%

100%

% Inspections Orders via Mobile Device

ANALYTICS INTRODUC

ED

TARGET

TO MEMORABLE, MEASURABLE EXPERIENCES