MeasureWorks - Mobile Pioneers - Don't let the lights turn green

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Slides from session at Mobile Pioneers November edition. Jeroen Tjepkema, founder of MeasureWorks, will explain the delicate balance between performance, usability and conversion when it comes to Mobile Commerce. Based on real world examples and user panel research, this session will provide actionable insights in what's needed to create user experiences that exceeds expectations. You'll learn how the mind of your user works and what keeps them clicking

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MeasureWorks - Mobile Pioneers - Don't let the lights turn green

  1. 1. @jeroentjepkema Founder & CEO
  2. 2. High expectations
  3. 3. #1. Mobile changes the way we consume data
  4. 4. #2. Mobile changes the way we consume data Instant access Always accesible Responsive
  5. 5. #2. Mobile changes the way where and when we interact
  6. 6. Deliver before the lights turn green!
  7. 7. Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views" Over"2"weeks"/"All#Browsers# 30" Abandonment"Rate"(%)" 25" 20" Abandonment*Rate*,* All*Browsers* 15" 10" 5" 0" 0" 1" 2" 3" Source: Gomez real user monitoring 4" 5" 6" 7" 8" 9" Page"Load"Time"Band"(sec.)" 10" 11" 12" 13" 14" 15"
  8. 8. Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views" Over"2"weeks"/"All#Browsers# Over"2"weeks"/"All#Browsers#vs.#iPhone#Safari# 30" Abandonment"Rate"(%)" 25" 20" Abandonment*Rate*,* All*Browsers* Abandonment*Rate*,* All*Browsers* Abandonment*Rate*,* iPhone*Safari* 15" 10" 5" 0" 0" 1" 2" 3" Source: Gomez real user monitoring 4" 5" 6" 7" 8" 9" Page"Load"Time"Band"(sec.)" 10" 11" 12" 13" 14" 15"
  9. 9. Fast = Engagement @jeroentjepkema, MeasureWorks @jeroentjepkema, MeasureWorks
  10. 10. 0 Source: Jakob Nielsen
  11. 11. 1 0,3 0 Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
  12. 12. 3 1 0,3 0 Mmm, shall I click away? Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
  13. 13. 10 Only if the task/content is relevant 3 1 0,3 0 Mmm, shall I click away? Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
  14. 14. 0:00 sec. Conversation starts
  15. 15. 0:00 sec. Conversation starts 2.5 sec. First reply
  16. 16. 0:00 sec. Conversation starts 4.5 sec. Finish conversation 2.5 sec. First reply
  17. 17. 0:00 sec. Conversation starts 4.5 sec. Finish conversation Comfort zone 2.5 sec. First reply
  18. 18. 0:00 sec. Conversation starts Comfort zone 4.5 sec. Finish conversation Tolerated 2.5 sec. First reply
  19. 19. 0:00 sec. Conversation starts Comfort zone 4.5 sec. Finish conversation Tolerated 2.5 sec. First reply Frustrated
  20. 20. Mobile context?
  21. 21. Under time Content pressure Mobile context?
  22. 22. Under time Content pressure Mobile context? (often) one Usability handed
  23. 23. Under time Content pressure (often) one Usability handed Mobile context? While Speed on the move
  24. 24. Under time Content pressure (often) one Usability handed Mobile context? While Performance on the move
  25. 25. M-commerce?
  26. 26. Experiment 1: Mobile Shopping
  27. 27. Mobile shopping experience setup.... 100 mobile users Perform 2 tasks: ‣Buy a book ‣Buy a T-shirt Mobile browsers only via 3G, no WiFi
  28. 28. Average experience rating 7 6 5 4 Fix it fast 3 2 1 1 2 3 4 5 Average expectation rating Find a website Search for a book Order a book 6 7
  29. 29. #1: Speed
  30. 30. Functional issues reported with Zalando 50 37,5 Round 1 25 45 42,1 20 12,5 15,4 0 Zalando HM 7,7 Tom Tailor 4 3,9 V&D 24 Design 1. Buy a T-shirt Speed Mobile Readiness Other 2. Feedback 40 30 Round 2 20 10 12 0 54 34 Zalando Mobile Only research: - Task completion: Only use smartphone to buy a book - N = 100, users range from 20-65 21 15,4 HM 18 8 V&D Tom Tailor Design Speed 6 Mobile Readiness Other
  31. 31. Nexus - Android - 3G Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  32. 32. Nexus - Android - 3G Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  33. 33. #2: Usability
  34. 34. Bol.com Selexyz De Boekerij ECI Bruna Cosmox Mobile Readiness
  35. 35. 100 75 50 26 24 25 0 46 44 16 Bol.com Selexyz Bruna Other 1. Buy a book Mobile Only research: - Task completion: Only use smartphone to buy a book - N = 100, users range from 20-65 Design Speed 16 Mobile Readiness 2. Feedback bol.com 16 Other Design 12 Speed Mobile Readiness Other 3. Feedback from different stores
  36. 36. Mobile Readiness
  37. 37. - One touch? +
  38. 38. Login or not?
  39. 39. Mobile Search
  40. 40. Experiment 3: Mobile Banking
  41. 41. The mobile user experience… 50 users of ING, ABN and Rabobank Rate the user experience Select home insurance
  42. 42. There’s an app for that?!
  43. 43. Mobile satisfaction compared to desktop 80% 74% 77% Usability Speed 23% Design Content Satisfaction Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65
  44. 44. Mobile satisfaction compared to desktop 80% 74% 77% Preference per type of task 77% 72% 38% 34% 23% Design Content Usability Satisfaction Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65 Speed Check Balance Transfer 3d Party payments View history Mobile task preference
  45. 45. Mobile satisfaction compared to desktop Preference per type of task Mobile versus Desktop frequency Mobile 80% 74% 77% 77% 72% 38% 34% 23% Design Content Usability Satisfaction Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65 Speed Check Balance Transfer 3d Party payments View history Mobile task preference Daily Weekly 2-weekly Change in behavior Monthly
  46. 46. Mobile websites?
  47. 47. Desktop Mobile 81% 71% 56% 62% 34% 42% 37% 22% Design Content Usability Speed Design Task satisfaction Desktop vs. Mobile Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65 Content Usability Speed
  48. 48. What impacts mobile (shopping) experience?
  49. 49. What impacts mobile (shopping) experience? Day to day usage Screen size vs. Content Performance Mobile browsers
  50. 50. What impacts mobile (shopping) experience? 40% 30% 40% 20% 40% 30% 25% 24% 10% 18% 11% 2% 0% Speed Design < 34 Readiness > 35 Content
  51. 51. What impacts mobile (shopping) experience? 40% < 34 > 35 30% Native 68% Mobile Web 71% 40% 20% 25% 40% Mobile Web 32% 24% 30% Native 29% 10% 18% 11% 2% 0% Speed Design < 34 Readiness > 35 Content
  52. 52. Recipe for experience
  53. 53. Customer Journey Optimize all your touch points
  54. 54. Regular website Mobile Web Native Application
  55. 55. Focus on task completion
  56. 56. 49% One device, one hand http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobiledevices.php?goback=.gmp_72842.gde_72842_member_215909354
  57. 57. Make it (feel) fast!
  58. 58. Under real Your conditions users… (3g/WiFi)
  59. 59. Under real Collect data conditions as they use it (3g/WiFi)
  60. 60. Under real Test with real conditions devices (3g/WiFi)
  61. 61. Under real conditions (3g/WiFi)
  62. 62. There’s always more than 1..
  63. 63. If anything else...
  64. 64. Focus on a fast …without it, NO time for experience content
  65. 65. Thanks! More questions? M: jtjepkema@measureworks.nl T: @jeroentjepkema W: www.measureworks.nl

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