Best Practices for Building the Best Mobile Experience

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Best Practices for Building the Best Mobile Experience

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Best Practices for Building the Best Mobile Experience

  1. 1. Building the UltimateMobile User ExperienceNitzan ShaerManaging PartnerHigh Start GroupDecember 2012
  2. 2. Agenda 1 Why Mobile UX? 2 Common Pitfalls ABC 3 3 Steps DEF 2
  3. 3. Why Mobile UX? Mobile 2013. Mobile phones will be the most common device used to access the Web The UX Impact. 61% of customers who visit a mobile unfriendly site are likely to go to a competitor’s site Mobile Commerce Explosion. More than 50% of US mobile users, used phone to research while inside a store Mobile Revenue. 23% of media consumption time but… only 1% of ad spend Social. More time spent on mobile than web Mobile Experience Is Driving Major Revenues 3
  4. 4. Common Pitfalls • Unidentified customer needs Strategy • Customer retention and monetization • Information overload Design • Mobile’s unique capabilities ignored • Performance Technology • Platforms are not all born equal 4
  5. 5. High Impact Mobile Solutions Customer Value Utility, entertainment, social value Company Experience Value Intuitive, instant Revenues, gratification, new customers, frequent usage loyalty 5
  6. 6. 3 Steps 1 • Set Mobile-Specific Goals Hint: these are rarely the same goals as desktop Web site 2 • Identify Mobile Users, Context, and Needs Who will use it? Where? When? And what do they need? 3 • Ensure Adoption and Repeat Engagement What will make them check in every day? 6
  7. 7. Step 1: Set Mobile-Specific Goals• Increase revenue. New mobile offering, frequency of purchase, leveraging location Clearly defined mobile goals are the basis of impactful results 7
  8. 8. Step 1: Set Mobile-Specific Goals• Increase revenue. New mobile offering, frequency of purchase, leveraging location• Grow user base. New value add, differentiated offering Clearly defined mobile goals are the basis of impactful results 8
  9. 9. Step 1: Set Mobile-Specific Goals• Increase revenue. New mobile offering, frequency of purchase, leveraging location,• Grow user base. New value add, differentiated offering,• Deepen engagement. Convenience of use, location, social and emotional engagement Clearly defined mobile goals are the basis of impactful results 9
  10. 10. Step 1: Set Mobile-Specific Goals• Increase revenue. New mobile offering, frequency of purchase, leveraging location, or other contextual info• Grow user base. New value add, differentiated offering, social growth• Deepen engagement. Convenience of use, location, social and emotional engagement• Brand building. Increasing awareness, new channel Clearly defined mobile goals are the basis of impactful results 10
  11. 11. Step 2: Identify Mobile Users, Context, and NeedsTarget users.• Which segment will benefit most from mobile (hint: not all)?• Who are the new users we are targeting?• On which devices?• What are their behavioral patterns? Identify target users, their context, and needs 11
  12. 12. Step 2: Identify Mobile Users, Context, and NeedsTarget users. Describe an unusual• Which segment will benefit most from mobile (hint: not all)? situation in which• Who are the new users we are targeting? you used the app• On which devices? Waiting room 44%• What are their behavioral patterns? of doctors… Waiting for a 38%Context of use. flight• When and where will users access it? Other 34%• What do we know about the user at that time? Waiting for my• What information does she have access to food in a diner 27% During a 26% meeting Car wash 13% Identify target users, their context, and needs 12
  13. 13. Step 2: Identify Mobile Users, Context, and NeedsTarget users. Tell us why its• Which segment will benefit most from mobile (hint: not all)? important to be able to• Who are the new users we are targeting? take the site anywhere• On which devices? So I can be first• What are their behavioral patterns? when a sale 67% beginsContext of use. I need to fight 36% boredom in lines…• When and where will users access it?• What do we know about the user at that time? I love the idea of having an app… 33%• What information does she have access to? Shopping on the site is sometimes 27%Needs. not possible• What will the user want to achieve? Because Im rarely 27% at a computer• Test and learn – in the wild Identify target users, their context, and needs 13
  14. 14. Step 3: Ensure Adoption and Repeat Engagement• Instant gratification. Expect 5-30 seconds. Intuitive and instant reward. Think: graphics, bandwidth, perceived, database Invest in unique mobile elements to spur adoption and repeat engagement 14
  15. 15. Step 3: Ensure Adoption and Repeat Engagement• Instant gratification. Expect 5-30 seconds. Intuitive and instant reward. Think: graphics, bandwidth, perceived, database• Hyper personalized. Personalize the experience to foster personal and social aspects Invest in unique mobile elements to spur adoption and repeat engagement 15
  16. 16. Step 3: Ensure Adoption and Repeat Engagement• Instant gratification. Expect 5-30 seconds. Intuitive and instant reward. Think: graphics, bandwidth, perceived, database• Hyper personalized. Personalize the experience to foster personal and social aspects• Freemium model. Remove barriers to adoption, monetize after user is engaged Invest in unique mobile elements to spur adoption and repeat engagement 16
  17. 17. Step 3: Ensure Adoption and Repeat Engagement• Instant gratification. Expect 5-30 seconds. Intuitive and instant reward. Think: graphics, bandwidth, perceived, database• Hyper personalized. Personalize the experience to foster personal and social aspects• Freemium model. Remove barriers to adoption, monetize after user is engaged• Viral and social. Implement viral elements in the product offering Invest in unique mobile elements to spur adoption and repeat engagement 17
  18. 18. Step 3: Ensure Adoption and Repeat Engagement• Instant gratification. Expect 5-30 seconds. Intuitive and instant reward. Think: graphics, bandwidth, perceived, database• Hyper personalized. Personalize the experience to foster personal and social aspects• Freemium model. Remove barriers to adoption, monetize after user is engaged• Viral growth. Implement viral elements in the product offering• Game mechanics. Introduce elements that drive enthusiasm, repeat usage, deliver social benefits Invest in unique mobile elements to spur adoption and repeat engagement 18
  19. 19. Summary: Building High Impact Mobile Offering Set mobile-specific goals Identify context, and needs Ensure adoption and engagementAddressing the unique aspects of the mobile environment is core to delivering an outstanding solution 19
  20. 20. Are you ready to build anoutstanding mobile experience?Nitzan Shaernshaer@highstartgroup.com 20

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