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

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

Published in: Marketing, Technology, Design
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Transcript

  • 1. @jeroentjepkema Founder & CEO
  • 2. High expectations
  • 3. #1. Mobile changes the way we consume data
  • 4. #2. Mobile changes the way we consume data Instant access Always accesible Responsive
  • 5. #2. Mobile changes the way where and when we interact
  • 6. Deliver before the lights turn green!
  • 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. 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. Fast = Engagement @jeroentjepkema, MeasureWorks @jeroentjepkema, MeasureWorks
  • 10. 0 Source: Jakob Nielsen
  • 11. 1 0,3 0 Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
  • 12. 3 1 0,3 0 Mmm, shall I click away? Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
  • 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. 0:00 sec. Conversation starts
  • 15. 0:00 sec. Conversation starts 2.5 sec. First reply
  • 16. 0:00 sec. Conversation starts 4.5 sec. Finish conversation 2.5 sec. First reply
  • 17. 0:00 sec. Conversation starts 4.5 sec. Finish conversation Comfort zone 2.5 sec. First reply
  • 18. 0:00 sec. Conversation starts Comfort zone 4.5 sec. Finish conversation Tolerated 2.5 sec. First reply
  • 19. 0:00 sec. Conversation starts Comfort zone 4.5 sec. Finish conversation Tolerated 2.5 sec. First reply Frustrated
  • 20. Mobile context?
  • 21. Under time Content pressure Mobile context?
  • 22. Under time Content pressure Mobile context? (often) one Usability handed
  • 23. Under time Content pressure (often) one Usability handed Mobile context? While Speed on the move
  • 24. Under time Content pressure (often) one Usability handed Mobile context? While Performance on the move
  • 25. M-commerce?
  • 26. Experiment 1: Mobile Shopping
  • 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. 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. #1: Speed
  • 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. Nexus - Android - 3G Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  • 32. Nexus - Android - 3G Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  • 33. #2: Usability
  • 34. Bol.com Selexyz De Boekerij ECI Bruna Cosmox Mobile Readiness
  • 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. Mobile Readiness
  • 37. - One touch? +
  • 38. Login or not?
  • 39. Mobile Search
  • 40. Experiment 3: Mobile Banking
  • 41. The mobile user experience… 50 users of ING, ABN and Rabobank Rate the user experience Select home insurance
  • 42. There’s an app for that?!
  • 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. 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. 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. Mobile websites?
  • 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. What impacts mobile (shopping) experience?
  • 49. What impacts mobile (shopping) experience? Day to day usage Screen size vs. Content Performance Mobile browsers
  • 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. 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. Recipe for experience
  • 53. Customer Journey Optimize all your touch points
  • 54. Regular website Mobile Web Native Application
  • 55. Focus on task completion
  • 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. Make it (feel) fast!
  • 58. Under real Your conditions users… (3g/WiFi)
  • 59. Under real Collect data conditions as they use it (3g/WiFi)
  • 60. Under real Test with real conditions devices (3g/WiFi)
  • 61. Under real conditions (3g/WiFi)
  • 62. There’s always more than 1..
  • 63. If anything else...
  • 64. Focus on a fast …without it, NO time for experience content
  • 65. Thanks! More questions? M: jtjepkema@measureworks.nl T: @jeroentjepkema W: www.measureworks.nl

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