@jeroentjepkemaPerformance :: Analytics :: Experience
Mobile User ExperienceEngage with your users via a mobile strategy that performs                                          ...
The mobilechallenge
Challenge:Can users performtransactions in the  mobile context?
Under time                       Content                       pressure  Challenge:Can users performtransactions in the  m...
Under time                       Content                       pressure                                   (often) one  Cha...
Under time                       Content                       pressure                                        (often) one...
Under time                       Content                       pressure                                        (often) one...
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 conve...
10      Only if the task/content is relevant3               Mmm, shall I click away?1                Do I want to conversa...
How we perceive things....
How we perceive things....                   Compared to past experiences
How we perceive things....                    Compared to past experiences                  Task completion has positive i...
How we perceive things....                    Compared to past experiences                  Task completion has positive i...
How we perceive things....                    Compared to past experiences                  Task completion has positive i...
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 s...
Mobile Onlygeneration
Mobile Only research setup....                         For 5 days straight,                            only use your30 mob...
Mobile Usage (Mb)                       256                         250                                                   ...
Native App vs Mobile Web usage (%)     100       75       50       25        0                      Day 1                 ...
What impacts mobile only behaviour?
What impacts mobile only behaviour?                         My mobile data subscription                           Screen s...
Mobile shopping experience?
Mobile shopping experience setup....                       Perform 2 tasks:  100 mobile users                       ‣Buy a...
our testpanel (n=97)       Age             Smartphone               Mobile savvy                Native?      10%          ...
This is also our user testpanel (n=97)               Mobile savvy? (%)Yes                                     97,06No    2...
Test 1: Buy a book
7       Average experience rating                                   6                                   5                 ...
7       Average experience rating                                   6                                   5                 ...
7       Average experience rating                                   6                                   5                 ...
Test 2: Buy a T-Shirt
7         Average experience rating                                     6                                     5           ...
7         Average experience rating                                     6                                     5           ...
Let’s look into the details...
Issue 1:  Mobilereadiness
1007550                                                                                                   40              ...
Issue 2: Speed
50                                                                                                      Many issues       ...
Zalando                                      Tom-Tailor                        V&D         H&M                            ...
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  Apple - iOS                  Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up,...
0                                                12                                        15    Tested with webpagetest.o...
Wifi                       3G2015                                                                                          ...
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                                  Spe...
What impacts mobile shopping experience?   40%   30%   20%                 40%                        40%                 ...
What impacts mobile shopping experience?   40%                                    Native                                  ...
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 (mobi...
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              ...
(CLOUD) DATA CENTER                       INTERNAL USERS               INTERNET                    CUSTOMERS              ...
(CLOUD) DATA CENTER                       INTERNAL USERS               INTERNET                    CUSTOMERS              ...
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
MeasureWorks - Mcommerce event 2013 - Engage with a mobile strategy that performs
MeasureWorks - Mcommerce event 2013 - Engage with a mobile strategy that performs
MeasureWorks - Mcommerce event 2013 - Engage with a mobile strategy that performs
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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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....

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

  1. 1. @jeroentjepkemaPerformance :: Analytics :: Experience
  2. 2. Mobile User ExperienceEngage with your users via a mobile strategy that performs M-Commerce event, February 5, 2013
  3. 3. The mobilechallenge
  4. 4. Challenge:Can users performtransactions in the mobile context?
  5. 5. Under time Content pressure Challenge:Can users performtransactions in the mobile context?
  6. 6. Under time Content pressure (often) one Challenge: Usability handedCan users performtransactions in the mobile context?
  7. 7. Under time Content pressure (often) one Challenge: Usability handedCan users performtransactions in the mobile context? While Speed on the move
  8. 8. Under time Content pressure (often) one Challenge: Usability handedCan users performtransactions in the mobile context? While Speed on the move
  9. 9. We all love “interaction”
  10. 10. 100
  11. 11. 100,3 Instantaneous: I like it!0
  12. 12. 101 Interaction: Let’s conversate...0,3 Instantaneous: I like it!0
  13. 13. 103 Mmm, shall I click away?1 Interaction: Let’s conversate...0,3 Instantaneous: I like it!0
  14. 14. 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
  15. 15. 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
  16. 16. How we perceive things....
  17. 17. How we perceive things.... Compared to past experiences
  18. 18. How we perceive things.... Compared to past experiences Task completion has positive impact
  19. 19. How we perceive things.... Compared to past experiences Task completion has positive impact Slow downs have more impact
  20. 20. How we perceive things.... Compared to past experiences Task completion has positive impact Slow downs have more impact 15% difference than in reality
  21. 21. Enter the “flow state”
  22. 22. “” Flow is an “optimal experience” that is “intrinsically enjoyable”
  23. 23. Provide relevantcontent to support task completion
  24. 24. Deliver it fast,focus on interaction
  25. 25. Time for an experiment... ;-)
  26. 26. Q1: How do we respond to mobile only?
  27. 27. Q1: How do we respond to mobile only?Q2: How do we experience mobile shopping?
  28. 28. Q1: How do we respond to mobile only? Q2: How do we experience mobile shopping?Perform a performance scan to validate survey results
  29. 29. Mobile Onlygeneration
  30. 30. Mobile Only research setup.... For 5 days straight, only use your30 mobile savvy users 3G only, no WiFi smartphone to access the internet
  31. 31. 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
  32. 32. 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
  33. 33. What impacts mobile only behaviour?
  34. 34. What impacts mobile only behaviour? My mobile data subscription Screen size vs. Content There’s an app for that Mobile browsers
  35. 35. Mobile shopping experience?
  36. 36. Mobile shopping experience setup.... Perform 2 tasks: 100 mobile users ‣Buy a book Mobile browsers only ‣Buy a T-shirt via 3G, no WiFi
  37. 37. 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
  38. 38. This is also our user testpanel (n=97) Mobile savvy? (%)Yes 97,06No 2,94
  39. 39. Test 1: Buy a book
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. Test 2: Buy a T-Shirt
  44. 44. 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
  45. 45. 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
  46. 46. Let’s look into the details...
  47. 47. Issue 1: Mobilereadiness
  48. 48. 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
  49. 49. Issue 2: Speed
  50. 50. 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
  51. 51. Zalando Tom-Tailor V&D H&M Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  52. 52. Zalando Tom-Tailor V&D H&M Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  53. 53. Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  54. 54. Nexus - Android Apple - iOS Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  55. 55. 0 12 15 Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  56. 56. 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)
  57. 57. Issue 3:Mobile design
  58. 58. Optimized vsNon-optimized
  59. 59. Selecting items- +
  60. 60. To login or not?
  61. 61. Search
  62. 62. What impacts mobile shopping experience?
  63. 63. What impacts mobile shopping experience? Mobile readiness Speed Design
  64. 64. What impacts mobile shopping experience? 40% 30% 20% 40% 40% 30% 25% 24% 10% 18% 11% 0% 2% Speed Design Readiness Content < 34 > 35
  65. 65. 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
  66. 66. 6+
  67. 67. Recipe forexperience
  68. 68. 1.Eco-System of me
  69. 69. You 1. Eco-System of me
  70. 70. Deliver the same experience to all your (mobile) users
  71. 71. Regular websiteDeliver the same experience to all your (mobile) users
  72. 72. Regular website Native ApplicationDeliver the same experience to all your (mobile) users
  73. 73. Regular website Native Application Optimized Mobile WebDeliver the same experience to all your (mobile) users
  74. 74. Responsiveweb design?
  75. 75. 2.Build for mobile context
  76. 76. Focus ontask completion
  77. 77. With mobileconditions in mind
  78. 78. Optimized for the right screen
  79. 79. Native app Mobile Web - Portrait Mobile Web - Landscape
  80. 80. 3. Collectreal data
  81. 81. (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
  82. 82. (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
  83. 83. (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
  84. 84. Measure User Experience?
  85. 85. Measure User Experience? Outside-in, fromthe browser perspective...
  86. 86. Usereal devicesand/or users
  87. 87. With both 3G and WiFiconnections
  88. 88. Based onReal usagescenario’s
  89. 89. If everything else...
  90. 90. Create a (mobile) Don’t justexperience copy your web content
  91. 91. Questions?
  92. 92. Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl
  93. 93. Business issue

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