Il mobile è la nuova frontiera per le aziende che vogliono espandere il proprio business. Questo è il momento giusto di portare i propri servizi desktop anche su smartphone, o per migliorare le proprie offerte su mobile. Offrire un servizio su uno schermo da 5-6 pollici, però, nasconde difficoltà che molti stakeholder, product owner/manager e designer ignorano: non si tratta di realizzare siti responsive o di trasporre desktop su mobile, ma di ben altro.

1. Plasmare un prodotto
desktop in un’app e
vincere
Vodafone Meetup
Gennaio 2019

2. @andrea_anto97
Ciao !
Andrea Antonioni
" iOS Developer @ Subito
📱 Mobile Product Learner
👤 Focus on UX and business
🏆 2017 - Agos4Hack
🏆 2018 - Internal hackathon in Subito

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4. 100 M
200 M
300 M
400 M
1995 1997 1999 2001 2003 2005 2007 2009 2011 2013
PCS
Andrea Antonioni

5. 450 M
900 M
1350 M
1800 M
1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 2015
PCS vs Smartphones
Andrea Antonioni

6. 1024x768
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11. Why mobile products are so
“desktop”?
Product Managers, UXs and stakeholders don’t have a
“mobile” background
“… copy, extend and finally, discovery of a
new for. It takes a while to shed old
paradigm”
Scott Jenson
Product Strategy
Andrea Antonioni

12. “Our number one priority is: We need to
build experiences that capitalize on mobile”
Rich Jones
Head of Product
& UX
Andrea Antonioni

13. “Our number one priority is: We need to
build experiences that capitalize on mobile”
Rich Jones
Head of Product
& UX
70%
Global traffic on mobile
58%
Global purchases on mobile
80%
UK traffic on mobile
70%
UK purchases on mobile
Andrea Antonioni

14. “Mobile continues to be our top channel for
customer transactions”
Imran Khan
VP Digital
Experience
“.. when customers move from desktop to
app they significantly increase the
frequency of spending.”
Rufus Weston
Head of Insight
Andrea Antonioni

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16. Mobile product for beginners
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17. 🤔 🤩💬
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📊

21. Introduction to apps market
$101B
Worldwide App Store
Consumer Spend in
2018
💵
194B
Worldwide downloads
in 2018
📲
3 Hrs
Per day spent in
mobile by average
user in 2018
⏰
30%
Higher engagement in
non-gaming apps for
Gen Z vs. older
demographics in 2018
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Andrea Antonioni

23. 3.5B
Worldwide Active
smartphones
25%
Active smartphones
75%
Active smartphones
15%
Shipments
85%
Shipments
Andrea Antonioni

24. 34%
Mobile revenue on Black
Friday and Cyber Monday
🛍 RETAIL
Andrea Antonioni
7x /
Number of Weekly sessions
per user in banking apps
💵 FINANCE
10x 0
+130%
Average total sessions in
food&drinks apps
🍟 FOOD
+140%
Average time spent in Top 5
video streaming apps
📺 VIDEO
STREAMING
2018 insights
685 B
Hours spent globally in
social apps
👥 SOCIAL &
MESSAGING
+50%
Total sessions in travel and
navigazione apps
✈ TRAVEL

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📊
💬

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Focus on Mobile
67%
of users said they're more likely
to purchase a product or service
from a site that is mobile-
friendly
Source: Google, 2012
74%
of users said they would be more
likely to return to a site in the
future which has been mobile
optimised

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Mobile First Design
Responsive Design

30. Mobile
First
Design
✅🚫
Andrea Antonioni

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IPHONE 6 PLUS
IPHONE 6
IPHONE 5 & 5s
IPHONE 4 & 4s

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Push
Notifications
✅🚫

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Push
Notifications
🚫🚫

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Payment ✅🚫

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Support ✅🚫

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Human Interface Guidelines Material Design

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📊
💬
📲

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How to boot your app
App
Store
Optimization
Marketing
Campaigns
Ads

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ASO
“…is the process of improving the visibility
of a mobile app in an app store. Just like
SEO is for website, ASO for mobile apps.”
Wikipedia
65%
Download from search
on App Store

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Marketing Campaigns

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Marketing Campaigns
#1
for 4 days
OVERALL RANK
IN DICEMBER
2018
on App Store in Italy
Top 10
for 14 days

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Ads

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Summary
📲 BOOST WITH MARKETING
- ASO
- Marketing Campaigns
- Ads
📊 MOBILE MARKET
- 194B apps download
- 3.5B active smartphones
- Lot of interesting markets
💬 FIT YOUR
PRODUCT IN AN APP
- Focus on mobile
- “Marry” the OS
- Follow guidelines

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Grazie !
@andrea_anto97