@ouwendorpService Gemak Reisplezier:: ::
@jeroentjepkemaPerformance Usability Experience:: ::
Offline, Online, Mobile!Emerce eTravel 2013,June 6, 2013
AIDA(attention - interest - desire - action)AIDAS(attention - interest - desire - action - SATISFACTION)AICDAS(attention -...
WOWeffect(lego: 2009)
Be relevant...
Wees$relevant$VOOR$Be relevant...During bookingprocess
Wees$relevant$VOOR$Wees$relevant$TIJDENS$Be relevant...During bookingprocessWhen on holiday
Wees$relevant$VOOR$Wees$relevant$TIJDENS$Wees$relevant$NA$Be relevant...During bookingprocessWhen they returnWhen on holiday
Before:‣ Orientation phase‣ Selecting holiday‣ Booking process‣ Vakation planningDuring:‣ Travel to‣ Experience holiday‣ T...
MultichannelMobileSocial / Offline(Bron:www.normulea.com)Be relevant...(Bron:www.normulea.com)
How to realize this within your ownorganization?
“ Don’t shout yourbrand values,let your customersexperience them ”
ShareBooking a holiday, the start of an emotional roller coaster...Orientation Search Selection Booking Planning Departure...
From sharing to booking...
Zero%moment%of%truth:%!‘That&moment&when&you&grab&your&laptop,&mobile&phone&or&other&device&and&&start&learning&about&a&pr...
What does my customer want?
What does my customer want?!!
‣ Consumers visit 18-23 websitesbefore they finally book‣ Offline consumers use internet astheir prime channel for orientati...
When people have no choice, life is almost unbearable. As the number of available choicesincreases, as it has in our consu...
Help your customer with thedecision making...
Multi channelExperience?
How we perceive “experience”?
Sensitive for specific tasksHow we perceive “experience”?
Always compared to past experiencesSensitive for specific tasksHow we perceive “experience”?
Always compared to past experiencesSensitive for specific tasksSlowdowns hurtsHow we perceive “experience”?
Slowdowns hurtsTask completion has positive impactSensitive for specific tasksAlways compared to past experiencesHow we per...
ExperiencethedifferenceTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
0"5"10"15"20"25"30"0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"Abandonment"Rate"(%)"Page"Load"Time"Band"(sec.)"Ab...
0"5"10"15"20"25"30"0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"Abandonment"Rate"(%)"Page"Load"Time"Band"(sec.)"Ab...
Source: Oracle, 2012, Customer Experience SurveyWhy it matters? 89% of (mobile)consumers will leave to the competition
YouEco-Systemof me
Deliver the same experience to all your (mobile) users
Regular website Native ApplicationDeliver the same experience to all your (mobile) users
Regular website Native ApplicationOptimized Mobile WebDeliver the same experience to all your (mobile) users
Mobile firstexperiencewww.lukew.com
Prioritize your business goalsMobile firstexperiencewww.lukew.com
Mobile firstexperiencePrioritize your business goalsDeliver content accordinglywww.lukew.com
Design for(mobile)use cases
Focus ontaskcompletion
Withmobileconditionsin mind
Optimized for the right screen
- +Selecting items
To login or not?
Mobilereadiness
Challenge:Can users performtransactions in themobile context?
Challenge:Can users performtransactions in themobile context?ContentUnder timepressure
ContentUsabilityUnder timepressure(often) onehandedChallenge:Can users performtransactions in themobile context?
ContentUsabilitySpeedUnder timepressure(often) onehandedWhileon the moveChallenge:Can users performtransactions in themobi...
Under timepressureContent(often) onehandedUsabilityWhileon the moveSpeedChallenge:Can users performtransactions in themobi...
Experiment:Mobile Shoppingexperience
Mobile shopping experience setup....100 mobile usersMobile browsers onlyvia 3G, no WiFiPerform 2 tasks:‣Buy a book‣Buy a T...
Speed
012,52537,550Zalando HM V&D Tom Tailor3,97,715,442,11. Buy a T-shirt 2. Review4452420Design Speed Mobile Readiness Other01...
Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
Mobilereadiness
0255075100Bol.com Selexyz Bruna Other1. Buy a book 2. Review 3. Buy at a different store16162444Design Speed Mobile Readin...
Bol.com Selexyz De Boekerij ECI Bruna Cosmox
Optimized vsNon-optimized
Target your audience!0%10%20%30%40%Speed Readiness18%40% 40%25%< 34 > 35Mobile Web42%Native58%Mobile Web55%Native45%< 34 >...
Multichannel strategie summarized...
Multichannel according to vakantieXperts:1. Always provide your customer with solid advice(authority);2. Provide ease of u...
Future?‣ Travel based on crowd sourcing‣ Dynamic packinging‣ Providing extra’s during and afterholiday‣ Further integratio...
Questions?
Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl
MeasureWorks - eTravel 2013 - offline, online, mobile!
MeasureWorks - eTravel 2013 - offline, online, mobile!
MeasureWorks - eTravel 2013 - offline, online, mobile!
MeasureWorks - eTravel 2013 - offline, online, mobile!
MeasureWorks - eTravel 2013 - offline, online, mobile!
MeasureWorks - eTravel 2013 - offline, online, mobile!
MeasureWorks - eTravel 2013 - offline, online, mobile!
MeasureWorks - eTravel 2013 - offline, online, mobile!
MeasureWorks - eTravel 2013 - offline, online, mobile!
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MeasureWorks - eTravel 2013 - offline, online, mobile!

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In this joint session, @ouwendorp and @jeroentjepkema talk about basic ingredients for a succesfull customer journey. From offline, online to mobile usage. We will discuss elements like attribution, search behaviour, speed, ux and mobile readiness.

Published in: Business, Technology

MeasureWorks - eTravel 2013 - offline, online, mobile!

  1. 1. @ouwendorpService Gemak Reisplezier:: ::
  2. 2. @jeroentjepkemaPerformance Usability Experience:: ::
  3. 3. Offline, Online, Mobile!Emerce eTravel 2013,June 6, 2013
  4. 4. AIDA(attention - interest - desire - action)AIDAS(attention - interest - desire - action - SATISFACTION)AICDAS(attention - interest - CONVICTION - desire - action - SATISFACTION)123
  5. 5. WOWeffect(lego: 2009)
  6. 6. Be relevant...
  7. 7. Wees$relevant$VOOR$Be relevant...During bookingprocess
  8. 8. Wees$relevant$VOOR$Wees$relevant$TIJDENS$Be relevant...During bookingprocessWhen on holiday
  9. 9. Wees$relevant$VOOR$Wees$relevant$TIJDENS$Wees$relevant$NA$Be relevant...During bookingprocessWhen they returnWhen on holiday
  10. 10. Before:‣ Orientation phase‣ Selecting holiday‣ Booking process‣ Vakation planningDuring:‣ Travel to‣ Experience holiday‣ Travel backAfter:‣ Relexation from trip‣ Share experiencesand memories‣ Recommend(Bron:www.normulea.com)Be relevant...
  11. 11. MultichannelMobileSocial / Offline(Bron:www.normulea.com)Be relevant...(Bron:www.normulea.com)
  12. 12. How to realize this within your ownorganization?
  13. 13. “ Don’t shout yourbrand values,let your customersexperience them ”
  14. 14. ShareBooking a holiday, the start of an emotional roller coaster...Orientation Search Selection Booking Planning Departure Holiday Arrival ShareExperienceThis is where yournext trip starts
  15. 15. From sharing to booking...
  16. 16. Zero%moment%of%truth:%!‘That&moment&when&you&grab&your&laptop,&mobile&phone&or&other&device&and&&start&learning&about&a&product&/&service&you’re&thinking&about&trying.’&!Jim%Lecinski%(Google):%"Its&a&new&decision@making&moment&that&takes&place&a&hundred&million&Ames&a&day&on&mobile&phones,&laptops&and&wired&devices&of&all&kinds.&Its&a&moment&where&markeAng&happens,&where&informaAon&happens&and&where&consumers&make&choices&that&affect&the&success&and&failure&of&nearly&every&brand&in&the&world.“&“”
  17. 17. What does my customer want?
  18. 18. What does my customer want?!!
  19. 19. ‣ Consumers visit 18-23 websitesbefore they finally book‣ Offline consumers use internet astheir prime channel for orientation‣ 80% of Dutch consumers use theinternet for collecting informationabout a holiday and/or booking a trip.‣ Search (organic/paid) is the biggesttraffice driver, followed by emailSource: TNS/Nipo
  20. 20. When people have no choice, life is almost unbearable. As the number of available choicesincreases, as it has in our consumer culture, the autonomy, control, and liberation this variety bringsare powerful and positive. But as the number of choices keeps growing, negativeaspects of having a multitude of options begin to appear. As the number ofchoices grows further, the negatives escalate until we become overloaded. At this point, choice nolonger liberates, but debilitates. It might even be said to tyrannize.(Barry Schwarz: The Paradox of Choice)“”
  21. 21. Help your customer with thedecision making...
  22. 22. Multi channelExperience?
  23. 23. How we perceive “experience”?
  24. 24. Sensitive for specific tasksHow we perceive “experience”?
  25. 25. Always compared to past experiencesSensitive for specific tasksHow we perceive “experience”?
  26. 26. Always compared to past experiencesSensitive for specific tasksSlowdowns hurtsHow we perceive “experience”?
  27. 27. Slowdowns hurtsTask completion has positive impactSensitive for specific tasksAlways compared to past experiencesHow we perceive “experience”?
  28. 28. ExperiencethedifferenceTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  29. 29. 0"5"10"15"20"25"30"0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"Abandonment"Rate"(%)"Page"Load"Time"Band"(sec.)"Abandonment*Rate*,*All*Browsers*Source: Gomez real user monitoringAbandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"Over"2"weeks"/"All#Browsers#
  30. 30. 0"5"10"15"20"25"30"0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"Abandonment"Rate"(%)"Page"Load"Time"Band"(sec.)"Abandonment*Rate*,*All*Browsers*Source: Gomez real user monitoringAbandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"Over"2"weeks"/"All#Browsers#0"5"10"15"20"25"30"0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"Abandonment"Rate"(%)"Page"Load"Time"Band"(sec.)"Abandonment*Rate*,*All*Browsers*Source: Gomez real user monitoringAbandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"Over"2"weeks"/"All#Browsers#0"5"10"15"20"25"30"0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"Abandonment"Rate"(%)"Page"Load"Time"Band"(sec.)"Abandonment*Rate*,*All*Browsers*Abandonment*Rate*,*iPhone*Safari*Source: Gomez real user monitoringAbandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"Over"2"weeks"/"All#Browsers#vs.#iPhone#Safari#
  31. 31. Source: Oracle, 2012, Customer Experience SurveyWhy it matters? 89% of (mobile)consumers will leave to the competition
  32. 32. YouEco-Systemof me
  33. 33. Deliver the same experience to all your (mobile) users
  34. 34. Regular website Native ApplicationDeliver the same experience to all your (mobile) users
  35. 35. Regular website Native ApplicationOptimized Mobile WebDeliver the same experience to all your (mobile) users
  36. 36. Mobile firstexperiencewww.lukew.com
  37. 37. Prioritize your business goalsMobile firstexperiencewww.lukew.com
  38. 38. Mobile firstexperiencePrioritize your business goalsDeliver content accordinglywww.lukew.com
  39. 39. Design for(mobile)use cases
  40. 40. Focus ontaskcompletion
  41. 41. Withmobileconditionsin mind
  42. 42. Optimized for the right screen
  43. 43. - +Selecting items
  44. 44. To login or not?
  45. 45. Mobilereadiness
  46. 46. Challenge:Can users performtransactions in themobile context?
  47. 47. Challenge:Can users performtransactions in themobile context?ContentUnder timepressure
  48. 48. ContentUsabilityUnder timepressure(often) onehandedChallenge:Can users performtransactions in themobile context?
  49. 49. ContentUsabilitySpeedUnder timepressure(often) onehandedWhileon the moveChallenge:Can users performtransactions in themobile context?
  50. 50. Under timepressureContent(often) onehandedUsabilityWhileon the moveSpeedChallenge:Can users performtransactions in themobile context?
  51. 51. Experiment:Mobile Shoppingexperience
  52. 52. Mobile shopping experience setup....100 mobile usersMobile browsers onlyvia 3G, no WiFiPerform 2 tasks:‣Buy a book‣Buy a T-shirt
  53. 53. Speed
  54. 54. 012,52537,550Zalando HM V&D Tom Tailor3,97,715,442,11. Buy a T-shirt 2. Review4452420Design Speed Mobile Readiness Other010203040Zalando HM V&D Tom Tailor83415,4126185421Design Speed Mobile Readiness OtherRound1Round2Many functionalissues reportedwith ZalandoMobile Only research:- Task completion: Only use smartphone to buy a book- N = 100, users range from 20-65
  55. 55. Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  56. 56. Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  57. 57. Mobilereadiness
  58. 58. 0255075100Bol.com Selexyz Bruna Other1. Buy a book 2. Review 3. Buy at a different store16162444Design Speed Mobile Readiness Other12462616Design Speed Mobile Readiness OtherMobile Only research:- Task completion: Only use smartphone to buy a book- N = 100, users range from 20-65
  59. 59. Bol.com Selexyz De Boekerij ECI Bruna Cosmox
  60. 60. Optimized vsNon-optimized
  61. 61. Target your audience!0%10%20%30%40%Speed Readiness18%40% 40%25%< 34 > 35Mobile Web42%Native58%Mobile Web55%Native45%< 34 > 35
  62. 62. Multichannel strategie summarized...
  63. 63. Multichannel according to vakantieXperts:1. Always provide your customer with solid advice(authority);2. Provide ease of use with booking; offline, online or acombination;3. Provide proper balance between quality and price,based on customer demand;4. Reduce options and make the choosing as simpleas possible;5. VakantieXperts provides personal service whichcustomers “feel” throughout the entire bookingprocess;6. Your holiday doesn’t stop with us whenyou’ve made your booking!
  64. 64. Future?‣ Travel based on crowd sourcing‣ Dynamic packinging‣ Providing extra’s during and afterholiday‣ Further integration with socialmedia. Not just reviews, but toconnect customers with customers
  65. 65. Questions?
  66. 66. Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl

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