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Make Your Numbers Go Up: Optimizing for Mobile Engagement
 

Make Your Numbers Go Up: Optimizing for Mobile Engagement

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Talk at Future Insights Live 2013 in Las Vegas, NV.

Talk at Future Insights Live 2013 in Las Vegas, NV.

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    Make Your Numbers Go Up: Optimizing for Mobile Engagement Make Your Numbers Go Up: Optimizing for Mobile Engagement Presentation Transcript

    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEof downloaded apps areopened just one timeof an app’s users arelost after one month22%62%Sources: http://www.localytics.com/bloghttp://blog.flurry.com/
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEMariya Yao (@thinkmariya)Founder & Creative Director, XanaduSimple & Lovable Products for Mobile & WebMake Your Numbers Go Up: Optimizing for Mobile Engagement
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVESource: http://www.localytics.com/blogHow do you getover here?
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVElocal maximumglobal maximum
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEAm I building theproduct right?Am I building theright product?What should we A/B test?How do we improve retention?Will my business scale?Am I in the right market?Where are the opportunities?
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEAm I building theright product?Am I building theproduct right?10%10x
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEBEHAVIORSWhat are users doing & why?BENCHMARKSWhat’s the landscape look like?
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVESource: http://blog.flurry.comHow do mobile users spend their time?App Usage in November 2012
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVESource: Flurry Analytics Oct 2011 - Mar 2012 http://blog.flurry.comWhat are the fastest growing app categories?
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVESource: http://blog.flurry.comWhere are smartphones being adopted?
    • 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMITWhatsApp handles 20 billion messages a daySources: http://bgr.com/2013/03/21/whatsapp-market-share-messaging-apps-389018/http://www.digitaltrends.com/mobile/whatsapp-reaches-20-billion-messages-a-day/
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVESource: http://blog.flurry.comWhat apps have the most loyal users?
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEWhat kind of apps make the most money?Source: Developer Economics 2012 http://www.developereconomics.comLicensed under Creative Commons Attribution 3.0 LicenseAverage Monthly Revenue
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVESource: http://www.visionmobile.com/blog/2013/01/report-developer-economics-2013-key-insights/Which product strategies make money?
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVELoyaltyTime Spent Growth Adoption RevenueIn which markets is smartphone adoption outpacing app development?What can people do on mobile they weren’t able to do before?Where are the danger zones? Why have companies failed there?Why are people loyal to certain apps and not others?What are the trends? Where are the opportunities?
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEBEHAVIORSWhat are users doing & why?BENCHMARKSWhat’s the landscape look like?
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEAre you creating or replacing behavior?Are you solving a problem or a nuisance?Is your product mass-market or niche?Are you loved or merely liked?BEHAVIORS
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVECREATING REPLACINGvs.
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVECheck In Explore2009 2012
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVESource: Mobile Access 2010 http://www.pewinternet.orgof people usetheir phones totake photosMay 2010 Pre-Instagram76%
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE20s5m4m10mBe InspiredTake the PhotoEdit the PhotoPost to FacebookGet FeedbackNavigate to Photoshop app, adjust size, cropping,colors, contrast, etc...Navigate to app, click on “upload a photo”, selectphoto, from gallery, click “post”, wait for uploadNavigate to Camera app, position subjects,position phone, push “take photo” buttonNotice a “photo-worthy” subject or momentGet social validation through likes and commentsand be motivated to repeat my actionHere’s what I didpre-Instagram...if I wanted anawesome lookingphoto for free {
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE{20m20s5m4m10mBe InspiredTake the PhotoEdit the PhotoPost to FacebookGet FeedbackNavigate to Photoshop app, adjust size, cropping,colors, contrast, etc...Navigate to app, click on “upload a photo”, selectphoto, from gallery, click “post”, wait for uploadNavigate to Camera app, position subjects,position phone, push “take photo” buttonNotice a “photo-worthy” subject or momentGet social validation through likes and commentsand be motivated to repeat my action
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE{1m20s5m4m10mBe InspiredTake the PhotoEdit the PhotoPost to FacebookNavigate to app, click on “upload a photo”, selectphoto, from gallery, click “post”, wait for uploadNavigate to Camera app, position subjects,position phone, push “take photo” buttonNotice a “photo-worthy” subject or momentGet FeedbackGet social validation through likes and commentsand be motivated to repeat my actionNavigate to Photoshop app, adjust size, cropping,colors, contrast, etc...
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE20s4m10mBe InspiredTake the PhotoEdit the PhotoPost to FacebookNavigate to app, click on “upload a photo”, selectphoto, from gallery, click “post”, wait for uploadNavigate to Camera app, position subjects,position phone, push “take photo” buttonNotice a “photo-worthy” subject or momentMore subjects arenow “photo-worthy”Cooler pictures getmore feedback faster{{ Get FeedbackGet social validation through likes and commentsand be motivated to repeat my actionNavigate to Photoshop app, adjust size, cropping,colors, contrast, etc...5m
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE10x BETTERAwesome Photos Instant Sharing Love and Adorationvs
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEPROBLEM or NUISANCE?Are you solving a
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVERecognize and acknowledgePassively or actively searchfor solutionsWill pay for incrementalimprovementsWill put in the effort to makea changeProblemVSNuisanceAccept or tolerateNot consciously looking forimprovementNot willing to spend moneyNot willing to break habitsCan be 10% better Must be 10x better
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEAre enough peopleinterested in your product?
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE~600 million MAU on mobileSources: http://techcrunch.com/2013/01/04/how-many-mobile-users-does-facebook-have/~25% (147 million MAU) on iOSSay you want to create a “betterFacebook Events for Mobile”
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVESources: http://techcrunch.com/2013/01/04/how-many-mobile-users-does-facebook-have/In a survey of 300+ random Facebook users:96% had never created an event71% had never RSVPed for an eventMost of the 4% who created eventscreated <5 events per year~5.88 million event creatorswho might use your iOS app~600 million MAU on mobile~147 million MAU on iOS
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEAre you loved or just liked?
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEWould you recommend usto your friends?How would you feel if youcouldn’t use our product?
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVESources: http://www.startup-marketing.com/using-survey-io/How would you feel if youcouldn’t use our product?1. Very disappointed2. Somewhat disappointed3. Not disappointed4. I no longer use it
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEHow would you feel if youcouldn’t use our product?1. Very disappointed2. Somewhat disappointed3. Not disappointed4. I no longer use itSources: http://www.startup-marketing.com/using-survey-io/
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEHow would you feel if youcouldn’t use our product?1. Very disappointed2. Somewhat disappointed3. Not disappointed4. I no longer use itSources: http://www.startup-marketing.com/using-survey-io/
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEHow would you feel if youcouldn’t use our product?1. Very disappointed2. Somewhat disappointed3. Not disappointed4. I no longer use itSources: http://www.startup-marketing.com/using-survey-io/
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEVery Disappointed40%Sources: http://www.startup-marketing.com/using-survey-io/
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVESource: http://treasurytoday.com/i/2012/11and12/2012-11and12-tt-12-bb-diagram-01-example-of-net-promoter-score.pngWould you recommend us to friends?
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVESource: http://treasurytoday.com/i/2012/11and12/2012-11and12-tt-12-bb-diagram-01-example-of-net-promoter-score.pngWhat is your Net Promoter Score?-100 +100Everyone’s aDetractorEveryone’s aPromoter0% Detractors=% Promoters+50Excellent+70Epic
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEBENCHMARKSBEHAVIORS
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEAm I building theright product?Am I building theproduct right?
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVESo many options:where do you start?
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEProductDecisionsAre Hard{Goals & CultureMetrics & TractionCustomer FeedbackMarket ResearchUser ResearchUsability TestingA/B TestingIndustry StandardsCompetitive StrategyDevelopment ResourcesBusiness PartnershipsPolitics & RelationshipsExecutive Team...and many more!{Ethnographic StudiesInterviewsFocus GroupsSurveysDiary StudiesParticipatory Design...and many more!
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVECONTEXTSPEED EASE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEAccess AnywhereAlways On & CloseReal-Time CommunicationPhysical ContextIntimate Social NetworkGoodVSBadTiny ScreenSlow ConnectivityLess Processing PowerInefficient User InputEnvironmental Distractions
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEI’m BoredI’m LocalI’m MicrotaskingSource: Josh Clark, Tapworthy, 2010Play gamesWatch videosBrowse social feedsGet directionsMeet up with friendsFind a restaurantPost a photoCheck flight statusBuy a concert ticket
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEGoogle
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVECONTEXTSPEED EASE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVESpeed is the most important feature- Fred Wilson of Union Square VenturesSource: http://www.avc.com/a_vc/2012/12/video-of-the-week-the-golden-rules.html
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEof mobile users will abandon a site ifit takes longer than 5 seconds to load76%Source: http://www.compuware.com/d/release/592528/new-study-reveals-the-mobile-web-disappoints-global-consumers
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEof mobile users expect mobile sitesto load as fast as on desktop71%Source: http://www.gomez.com/wp-content/downloads/19986_WhatMobileUsersWant_Wp.pdf
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEto load or your app will be rejected15secondsSource: http://venturebeat.com/2013/02/08/9-surprising-reasons-mobile-apps-get-rejected-from-the-apple-app-store/
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVECONTEXTSPEED EASE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEMINIMIZEPHYSICALEMOTIONAL{COGNITIVE LOAD
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEAwarenessApp Store SearchDownloadOpenRegistrationKey ActionRetentionMajor dropoff
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEAwarenessApp Store SearchDownloadOpenRegistrationKey ActionRetentionPeople don’t care
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEAwarenessApp Store SearchDownloadOpenRegistrationKey ActionRetention30-50%dropoff
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEAwarenessApp Store SearchDownloadOpenRegistrationKey ActionRetentionYou didn’tprove yourvalue
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEUber Sidecarvs.
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEEvery extra field on mobileis a possibility for errorAsks for name andpassword twiceError leads to frustrationwhich leads to dropoff
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE$12 MILLIONSource: http://www.geekosystem.com/expedia-12-million-field-delete/a year due to an extra form fieldExpedia lost
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE13 screens to teach youhow to use a calendar...really?
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEFantastical uses a 3-page interactive walkthrough
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEMINIMIZEPHYSICALEMOTIONAL{ LOAD
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEThink Outside Your App
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVECONTEXTSPEED EASE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEBENCHMARKSBEHAVIORSCONTEXTSPEEDEASE
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVEAm I building theright product?Am I building theproduct right?10%10x
    • 05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVELet’s continue theconversation...@thinkmariyamariya@xanadumobile.com