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MeasureWorks - Mcommerce event 2013 - Engage with a mobile strategy that performs
 

MeasureWorks - Mcommerce event 2013 - Engage with a mobile strategy that performs

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My slides from Mcommerce Event 2013, talking about how users experience a mobile strategy. Where performance meets usability....

My slides from Mcommerce Event 2013, talking about how users experience a mobile strategy. Where performance meets usability....

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MeasureWorks - Mcommerce event 2013 - Engage with a mobile strategy that performs MeasureWorks - Mcommerce event 2013 - Engage with a mobile strategy that performs Presentation Transcript

  • @jeroentjepkemaPerformance :: Analytics :: Experience
  • Mobile User ExperienceEngage with your users via a mobile strategy that performs M-Commerce event, February 5, 2013
  • The mobilechallenge
  • Challenge:Can users performtransactions in the mobile context?
  • Under time Content pressure Challenge:Can users performtransactions in the mobile context?
  • Under time Content pressure (often) one Challenge: Usability handedCan users performtransactions in the mobile context?
  • Under time Content pressure (often) one Challenge: Usability handedCan users performtransactions in the mobile context? While Speed on the move
  • Under time Content pressure (often) one Challenge: Usability handedCan users performtransactions in the mobile context? While Speed on the move
  • We all love “interaction”
  • 100
  • 100,3 Instantaneous: I like it!0
  • 101 Interaction: Let’s conversate...0,3 Instantaneous: I like it!0
  • 103 Mmm, shall I click away?1 Interaction: Let’s conversate...0,3 Instantaneous: I like it!0
  • 10 Only if the task/content is relevant3 Mmm, shall I click away?1 Interaction: Let’s conversate...0,3 Instantaneous: I like it!0
  • 10 Only if the task/content is relevant3 Mmm, shall I click away?1 Do I want to conversate? This is where the magic happens0,3 Do I like it?0
  • How we perceive things....
  • How we perceive things.... Compared to past experiences
  • How we perceive things.... Compared to past experiences Task completion has positive impact
  • How we perceive things.... Compared to past experiences Task completion has positive impact Slow downs have more impact
  • How we perceive things.... Compared to past experiences Task completion has positive impact Slow downs have more impact 15% difference than in reality
  • Enter the “flow state”
  • “” Flow is an “optimal experience” that is “intrinsically enjoyable”
  • Provide relevantcontent to support task completion
  • Deliver it fast,focus on interaction
  • Time for an experiment... ;-)
  • Q1: How do we respond to mobile only?
  • Q1: How do we respond to mobile only?Q2: How do we experience mobile shopping?
  • Q1: How do we respond to mobile only? Q2: How do we experience mobile shopping?Perform a performance scan to validate survey results
  • Mobile Onlygeneration
  • Mobile Only research setup.... For 5 days straight, only use your30 mobile savvy users 3G only, no WiFi smartphone to access the internet
  • Mobile Usage (Mb) 256 250 200 180 175 Day 1 Day 2 Day 3 Day 4 Day 5Mobile Only research:- Task: Only use smartphone to access internet and perform tasks, no WiFi- Test ran during 5 days straight, performed over android and iOS users- N = 30, all heavy users
  • Native App vs Mobile Web usage (%) 100 75 50 25 0 Day 1 Day 2 Day 3 Day 4 Day 5 Native App Mobile WebMobile Only research:- Task: How often do you use your native app or mobile web compared to a) day 1 and b) regular usage- Test ran during 5 days straight, performed over android and iOS users- N = 30, all heavy users
  • What impacts mobile only behaviour?
  • What impacts mobile only behaviour? My mobile data subscription Screen size vs. Content There’s an app for that Mobile browsers
  • Mobile shopping experience?
  • Mobile shopping experience setup.... Perform 2 tasks: 100 mobile users ‣Buy a book Mobile browsers only ‣Buy a T-shirt via 3G, no WiFi
  • our testpanel (n=97) Age Smartphone Mobile savvy Native? 10% 6% 7% 25% 15% 21%25% 46% 50% 54% 29% 72% 40% 18-24 Apple Always online Native 25-34 Android Regular user Website 35-44 Blackberry Sometimes 55-64 Other
  • This is also our user testpanel (n=97) Mobile savvy? (%)Yes 97,06No 2,94
  • Test 1: Buy a book
  • 7 Average experience rating 6 5 4 3 2 1 1 2 3 4 5 6 7 Average expectation rating Find a websiteSearch for a book Order a book
  • 7 Average experience rating 6 5 4 3 2 1 1 2 3 4 5 6 7 Average expectation rating Find a websiteSearch for a book Order a book
  • 7 Average experience rating 6 5 4 3 Fix it fast 2 1 1 2 3 4 5 6 7 Average expectation rating Find a websiteSearch for a book Order a book
  • Test 2: Buy a T-Shirt
  • 7 Average experience rating 6 5 4 3 2 1 1 2 3 4 5 6 7 Average expectation rating Find a websiteSearch for a t-shirt Select size Order a book
  • 7 Average experience rating 6 5 Big 4 opportunity 3 2 1 1 2 3 4 5 6 7 Average expectation rating Find a websiteSearch for a t-shirt Select size Order a book
  • Let’s look into the details...
  • Issue 1: Mobilereadiness
  • 1007550 40 44 3225 24 16 16 16 12 0 Bol.com Selexyz Bruna Other Design Speed Mobile Readiness Other Design Speed Mobile Readiness Other 1. Buy a book 2. Review 3. Buy at a different store
  • Issue 2: Speed
  • 50 Many issues reported with 37,5 Zalando?Round 1 25 40 42,1 35 12,5 20 15,4 7,7 0 3,9 4 Zalando HM V&D Tom Tailor Design Speed Mobile Readiness Other 1. Buy a T-shirt 2. Review 40 30 Round 2 20 34 54 10 12 15,4 21 18 8 6 0 Zalando HM V&D Tom Tailor Design Speed Mobile Readiness Other
  • Zalando Tom-Tailor V&D H&M Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  • Zalando Tom-Tailor V&D H&M 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)
  • Nexus - Android Apple - iOS Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  • 0 12 15 Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  • Wifi 3G2015 15,425105 5,39 3,88 4,21 4,215 3,624 2,85 1,7240 Zalando TomTailor HM VD Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  • Issue 3:Mobile design
  • Optimized vsNon-optimized
  • Selecting items- +
  • To login or not?
  • Search
  • What impacts mobile shopping experience?
  • What impacts mobile shopping experience? Mobile readiness Speed Design
  • What impacts mobile shopping experience? 40% 30% 20% 40% 40% 30% 25% 24% 10% 18% 11% 0% 2% Speed Design Readiness Content < 34 > 35
  • What impacts mobile shopping experience? 40% Native Mobile Web 30% 58% 55% 20% 40% 40% Native Mobile Web 42% 45% 30% 25% 24% 10% < 34 > 35 18% 11% 0% 2% Speed Design Readiness Content < 34 > 35
  • 6+
  • Recipe forexperience
  • 1.Eco-System of me
  • You 1. Eco-System of me
  • Deliver the same experience to all your (mobile) users
  • Regular websiteDeliver the same experience to all your (mobile) users
  • Regular website Native ApplicationDeliver the same experience to all your (mobile) users
  • Regular website Native Application Optimized Mobile WebDeliver the same experience to all your (mobile) users
  • Responsiveweb design?
  • 2.Build for mobile context
  • Focus ontask completion
  • With mobileconditions in mind
  • Optimized for the right screen
  • Native app Mobile Web - Portrait Mobile Web - Landscape
  • 3. Collectreal data
  • (CLOUD) DATA CENTER INTERNAL USERS INTERNET CUSTOMERS Third-party/ Cloud Services Storage DB Servers Web Servers Major Local ISP ISP Network Content Delivery Mobile Load Networks Carriers Middleware App BalancersMainframe Servers Servers @jeroentjepkema, MeasureWorks
  • (CLOUD) DATA CENTER INTERNAL USERS INTERNET CUSTOMERS Third-party/ Cloud Services Storage DB Servers Web Servers Major Local This is what you control... ISP ISP Network Content Delivery Mobile Load Networks Carriers Middleware App BalancersMainframe Servers Servers @jeroentjepkema, MeasureWorks
  • (CLOUD) DATA CENTER INTERNAL USERS INTERNET CUSTOMERS Third-party/ Cloud Services Storage DB Servers Web Servers Major Local This is what you control... Network What you’re blamed for.. ISP Content ISP Delivery Mobile Load Networks Carriers Middleware App BalancersMainframe Servers Servers @jeroentjepkema, MeasureWorks
  • Measure User Experience?
  • Measure User Experience? Outside-in, fromthe browser perspective...
  • Usereal devicesand/or users
  • With both 3G and WiFiconnections
  • Based onReal usagescenario’s
  • If everything else...
  • Create a (mobile) Don’t justexperience copy your web content
  • Questions?
  • Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl
  • Business issue