Getting Mobile Right

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Smartphones and tablet devices have grown to play a leading role in how consumers access media and make purchasing decisions. Expectations about what makes for an ideal mobile experience depend on the motivations and behaviors of users. Successful outcomes require tailoring communications so they take full advantage of unique device interaction styles, context of usage and technical constraints. This presentation provides tips and best practices on creating mobile-friendly experiences that surprise and delight.

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Getting Mobile Right

  1. 1. Getting Mobile Right Getting Mobile Right The Experience Advantage Charles Wiedenhoft Director, Business Planning & Optimization Red Door Interactive @cwiedenhoft #MobileUX
  2. 2. Getting Mobile Right 1. Trends 1T d 2. Devices & Contexts 3. Case Studies 4. Group Activity 5. Experience Design
  3. 3. Getting Mobile Right 50 Percent Half of U S mobile subscribers U.S. now own a smartphone. Source: http://goo.gl/2cY6m
  4. 4. Getting Mobile Right Smartphone Gap Closes February, 2012 50% Source: http://goo.gl/2cY6m
  5. 5. Getting Mobile Right Mobile Traffic Sample Red Door Clients
  6. 6. Getting Mobile Right Mobile Web Surpasses Fixed Internet in 2013 Source: http://goo.gl/R2d1
  7. 7. Getting Mobile Right What do people do on mobile? They Consume Content
  8. 8. Getting Mobile Right What do people do on mobile? Watch Videos, Play Games, Sharing Instagram is now worth $77 million per employee.  The Atlantic, April 2012 , p In 6 weeks was downloaded over 20+ million times times.  Business Insider, March 2012
  9. 9. Getting Mobile Right What do people do on mobile? They Shop 17 million of Paypal’s 100 million account holders have shopped on their phones. P P l F b PayPal, February 2012 30% of GILT’s Black GILT s Friday revenue was from mobile sales.  Boston Globe, December 2011
  10. 10. Getting Mobile Right What do people do on mobile? They Shop 17 million of Paypal’s 100 million account holders have shopped on their phones. P P l F b PayPal, February 2012 30% of GILT’s Black GILT s Friday revenue was from mobile sales.  Boston Globe, December 2011
  11. 11. Getting Mobile Right Multi-channel Touch Points acquire consume become loyal y
  12. 12. Getting Mobile Right File with a Photo SnapTax
  13. 13. Getting Mobile Right Waiting Time is Shopping Time Tesco’s Subway Virtual Store
  14. 14. Getting Mobile Right
  15. 15. Getting Mobile Right Competition Without Boundaries Amazon Price Check
  16. 16. Getting Mobile Right Business Model Transformation Best Buy Connected Stores
  17. 17. Getting Mobile Right 15 Billion The number of Internet connected devices will grow to twice the world’s population by 2015. Source: http://goo.gl/JThnf
  18. 18. Getting Mobile Right Web-enabled Contexts and Devices “Internet of Things”
  19. 19. Getting Mobile Right Engaging Mobile Users Smartphone S t h Tablet T bl t  Used on average 40 times  Used primarily for per day in short time bursts leisure with longer  Always on Always-on and always with you always-with-you duration of focus  More personal than tablet and not  Peak usage on nights and weekends as likely to be shared or “me time”  Games, productivity tools and social  Replaced the laptop at home media are top uses  Feeling of discovery and willingness  Concise snippets of content to explore  Location aware  Large screen offers better web  Higher interaction costs g browsing experience  AOV = $80*  Spend 50% more than PC users*  AOV = $123* Source: http://goo.gl/xXKAb
  20. 20. Getting Mobile Right Mobile Sites vs. Apps Mobile Optimized Website M bil O ti i d W b it Mobile App M bil A Pros: Pros:  Mass-market appeal  Superior at fulfilling specific tasks  Search-engine friendly  Perceived as faster than mobile sites  Can drive ad traffic  Can offer better usability (for now)  Easier to link and share information  Access native device hardware  Retains cross-platform capabilities  Users expect “wow” elements with  HTML 5 offers app-like experiences natural UI and rich media  Unrestricted by walled gardens  Micro-payments engine built in  Less cost to maintain over time Cons: Cons:  Not available in browsers  Limited access to device hardware  Confined to app store  Usability not as good as app (yet)  Extra platform development costs  Publish in multiple places p p
  21. 21. Getting Mobile Right What s What’s First? How to identify your mobile priorities.
  22. 22. Getting Mobile Right Case Study Closing the Produce Gap
  23. 23. Getting Mobile Right
  24. 24. Getting Mobile Right Case Study Closing the Produce Gap Goal  Provide users with a fast, easy way to find avocado information while in the produce aisle Tactics  Create a mobile-friendly site with nutritional content  Optimize “nutrition” keywords for nutrition mobile search  Evolve mobile content strategy to further engage users R l Results  Recipes now make up the top content viewed on CAC’s mobile site
  25. 25. Getting Mobile Right 51 Percent A majority of Hispanics use their smartphone as their primary Internet device.
  26. 26. Getting Mobile Right Case Study Mobile Traffic is Cultural Goal  Register new card members through the mobile channel Tactics  Deploy mobile site  Streamline registration form  Boost user confidence Results  Mobile enrollments have doubled
  27. 27. Getting Mobile Right Case Study Texting at the Tableside
  28. 28. Getting Mobile Right Case Study Texting at the Tableside Goal  Grow email subscriber list by simplifying mobile sign-up process Tactics T ti  Implement SMS campaign for email newsletter opt-in  Develop & deploy welcome email p p y sent to users after signing up to encourage profile updates Results  13 000+ sign-ups via SMS 13,000+  167 average weekly sign-ups
  29. 29. Getting Mobile Right Case Study Texting at the Tableside Goal  Grow email subscriber list by simplifying mobile sign-up process Tactics T ti  Implement SMS campaign for email newsletter opt-in  Develop & deploy welcome email p p y sent to users after signing up to encourage profile updates Results  13 000+ sign-ups via SMS 13,000+  167 average weekly sign-ups
  30. 30. Getting Mobile Right Activity! A 7 minute workshop on identifying your mobile priorities.
  31. 31. Getting Mobile Right “The only man who behaves sensibly is my tailor; y y He takes my measure anew each time h sees me, i he While all the rest go on with their old measurements and expect me to fit them.” — George Bernard Shaw
  32. 32. Getting Mobile Right Tailored Approach Before After Mobile Website
  33. 33. Getting Mobile Right Singular Approach Banner Ad Landing Page Display Media Campaign
  34. 34. Getting Mobile Right Tailored Approach Banner Ad Landing Page Display Media Campaign
  35. 35. Getting Mobile Right Tailored Approach Before After Tablet Optimized Website
  36. 36. Getting Mobile Right Singular Approach Email Invitation Landing Page App Walled Garden
  37. 37. Getting Mobile Right Getting Mobile Right G tti M bil Ri ht Monitor After 1 Make informed decisions 2 Align content with context 3 Keep trying new things Now is the fun part!
  38. 38. Getting Mobile Right Thank You! charles@reddoor.biz @cwiedenhoft

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