Best Practices for Building the Best Mobile Experience

1. Building the Ultimate
Mobile User Experience
Nitzan Shaer
Managing Partner
High Start Group
December 2012

2. Agenda
1 Why Mobile UX?
2 Common Pitfalls
ABC
3 3 Steps
DEF
2

3. 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
3

4. Common Pitfalls
• Unidentified customer needs
Strategy
• Customer retention and monetization
• Information overload
Design • Mobile’s unique capabilities ignored
• Performance
Technology
• Platforms are not all born equal
4

5. High Impact Mobile Solutions
Customer
Value
Utility,
entertainment,
social value
Company
Experience
Value
Intuitive, instant
Revenues, gratification,
new customers, frequent usage
loyalty
5

6. 3 Steps
1 • Set Mobile-Specific Goals
Hint: these are rarely the same goals as desktop Web site
2 • Identify Mobile Users, Context, and Needs
Who will use it? Where? When? And what do they need?
3 • Ensure Adoption and Repeat Engagement
What will make them check in every day?
6

7. 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
7

8. 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
8

9. 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
9

10. 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
10

11. 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?
Identify target users, their context, and needs
11

12. Step 2: Identify Mobile Users, Context, and Needs
Target users.
Describe an unusual
• Which segment will benefit most from mobile (hint: not all)? situation in which
• Who are the new users we are targeting? you used the app
• On which devices? Waiting room
44%
• What are their behavioral patterns? of doctor's…
Waiting for a
38%
Context of use. flight
• When and where will users access it? Other 34%
• What do we know about the user at that time?
Waiting for my
• What information does she have access to food in a diner
27%
During a
26%
meeting
Car wash 13%
Identify target users, their context, and needs
12

13. Step 2: Identify Mobile Users, Context, and Needs
Target users.
Tell us why it's
• Which segment will benefit most from mobile (hint: not all)? important to be able to
• Who are the new users we are targeting? take the site anywhere
• On which devices?
So I can be first
• What are their behavioral patterns? when a sale 67%
begins
Context of use. I need to fight
36%
boredom in lines…
• When and where will users access it?
• What do we know about the user at that time? I love the idea of
having an app… 33%
• What information does she have access to? Shopping on the
site is sometimes 27%
Needs. not possible
• What will the user want to achieve? Because I'm rarely
27%
at a computer
• Test and learn – in the wild
Identify target users, their context, and needs
13

14. 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
14

15. Step 3: Ensure 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
Invest in unique mobile elements to spur adoption and
repeat engagement
15

16. Step 3: Ensure 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
Invest in unique mobile elements to spur adoption and
repeat engagement
16

17. Step 3: Ensure 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
Invest in unique mobile elements to spur adoption and
repeat engagement
17

18. Step 3: Ensure 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
Invest in unique mobile elements to spur adoption and
repeat engagement
18

19. 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
19

20. Are you ready to build an
outstanding mobile experience?
Nitzan Shaer
nshaer@highstartgroup.com
20