@jeroentjepkema
Founder & CEO
@mauricedacross
Manager Mobile @ Bol.com
Can we build it?
Designing mobile into the
customer journey?
Desktop

vs.

Mobile
More

vs.

Less
More
Rich content
Fast connections
Large screen sizes
Couch Commerce

vs.

Less
Small real estate
Touch enabled
Slow/Fast ...
Tablet?
eCommerce = (

+

Tablet

) +

Laptop/Desktop

Mobile
Mobile impact?
Mobile impact?

Your
BRAND
every
day
facebook

Flipboard
Foursquare

Mobile impact?

twitter

Twitter

Nu.nl

Human.co

NBA.com

e-mail

linkedin
Fit...
every
week
Soundcloud
whatsapp

every
day

Facetime

facebook

Flipboard
Foursquare

Mobile impact?

twitter

Twitter

Nu....
every
week
Google
Hangouts
Google
Maps

Soundcloud
whatsapp

every
day

Shazam

Facetime

facebook

Flipboard
Foursquare

...
every
week
Google
Hangouts
Google
Maps

Soundcloud
whatsapp

every
day

shazam

Facetime

facebook

Flipboard
Foursquare

...
Building for comfort
#FastDelivery
Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"
Over"2"weeks"/"All#Browsers#
30"

Abandonment"Rate"(%)"

25"...
Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"
Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views...
Speed vs. Engagement per month Bol.com
LD50: 4.85 sec.

90
78,75

56,25

Pageviews (#)

Non-Bounce rate (%)

67,5

45
33,7...
Our Need for speed

@jeroentjepkema, MeasureWorks
0

Source: Jakob Nielsen
1
0,3
0

Interaction: Let’s conversate...

Instantaneous: I like it!
Source: Jakob Nielsen
3
1
0,3
0

Mmm, shall I click away?
Interaction: Let’s conversate...

Instantaneous: I like it!
Source: Jakob Nielsen
10
Only if the task/content is relevant

3
1
0,3
0

Mmm, shall I click away?
Interaction: Let’s conversate...

Instantaneo...
0:00 sec.
Conversation
starts
0:00 sec.
Conversation
starts

2.5 sec.
First reply
4.5 sec.
Finish
conversation

0:00 sec.
Conversation
starts

2.5 sec.
First reply
4.5 sec.
Finish
conversation

0:00 sec.
Conversation
starts

Comfort zone

Tolerated

2.5 sec.
First reply

Frustrated
Mobile
Shopping
experiment
Nexus - Android - 3G
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
Functional issues
reported with
Zalando

50

37,5

Round 1

25

45

42,1

12,5

15,4
0

Zalando

HM

20
7,7
V&D

24

3,9
T...
#EasyNavigation
Mobile = Always on?
One thumb device...

49%
36%
22%

http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobiledevices.php?...
The green zone
http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobiledevices.php?goback=.gmp_72842.g...
-

One touch?

+
Login or
not?
Mobile
Search
#Contentdriven
The holy grail in experience is

“flow state”
“”

Flow is an

optimal experience
that is
“intrinsically enjoyable”
Provide relevant content to
support task completion...
...deliver it fast, focus on perception!
http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html?pagewanted=all&_r=0
http://answers.yahoo.com/question/index?qid=1005081200005
That’s not my
website?
Over 60% of people that experienced a slow website ranked
design 2 points lower compared to a fast experience
Slow

Averag...
Mobile Advertisement? Flow vs. Intrusive
Telegraaf: Intrusive

Nu.nl: Flow

N = 15
Q = Flow vs. Intrusive. Can you remember the advertiser/brand?

Dumpert: Intrusi...
Telegraaf: Intrusive

Nu.nl: Flow

Dumpert: Intrusive

Flipboard: Flow

Flow

Intrusive

If you had to choose?

85%

15%

...
How to prioritize content?
Bol.com - Desktop (Cable: 10Mb/s up via Webpagetest.org)

Bol.com - Mobile (Wifi: 10Mb/s up via Webpagetest.org)
Mobile First?

Bol.com - Mobile (3G: 2Mb/s up via Webpagetest.org)
Mobile First?

Bol.com - Mobile (3G: 2Mb/s up via Webpagetest.org)
Responsive Design?
Responsive Design? Start with mobile
What impacts mobile (shopping) experience?

Alignment Desktop vs. Mobile
Screen size vs. Content
Speed
Usability
Questions so far?
#MobileContext
Mobile
context?
Under time
Content
pressure

Mobile
context?
Under time
Content
pressure
(often) one
Usability
handed

Mobile
context?
Under time
Content
pressure
(often) one
Usability
handed

Mobile
context?

While
Speed
on the move
Under time
Content
pressure
(often) one
Usability
handed

Mobile
context?

While
Speed
on the move
Mobile
= Task Completion + ( Usability + Speed )
Customer Journey
Just Remember:

Deliver before it
turns green!
Thanks! More questions?
M: jtjepkema@measureworks.nl
T: @jeroentjepkema
W: www.measureworks.nl
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)
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MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)

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Slides from presentation at Marketing Insights Event 2014 (#MIE14). Joint presentation by @mauricedacross (Mobile Manager Bol.com) and @jeroentjepkema (Founder MeasureWorks). In this talk we discuss the strategic role of your smartphone in the multi channel customer journey, how users want to use your smartphone and how to build a mobile website that your customer love to use.

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MIE 2014 - Prepare your mobile user experience for fast conversion (Waarom Tablet geen mobiel is)

  1. 1. @jeroentjepkema Founder & CEO
  2. 2. @mauricedacross Manager Mobile @ Bol.com
  3. 3. Can we build it?
  4. 4. Designing mobile into the customer journey?
  5. 5. Desktop vs. Mobile
  6. 6. More vs. Less
  7. 7. More Rich content Fast connections Large screen sizes Couch Commerce vs. Less Small real estate Touch enabled Slow/Fast connections On the move
  8. 8. Tablet?
  9. 9. eCommerce = ( + Tablet ) + Laptop/Desktop Mobile
  10. 10. Mobile impact?
  11. 11. Mobile impact? Your BRAND
  12. 12. every day facebook Flipboard Foursquare Mobile impact? twitter Twitter Nu.nl Human.co NBA.com e-mail linkedin Fitbit Your BRAND
  13. 13. every week Soundcloud whatsapp every day Facetime facebook Flipboard Foursquare Mobile impact? twitter Twitter Nu.nl Human.co NBA.com e-mail Youtube Parkmobile Netflix linkedin Fitbit Dropbox Evernote Your BRAND
  14. 14. every week Google Hangouts Google Maps Soundcloud whatsapp every day Shazam Facetime facebook Flipboard Foursquare twitter Youtube Skype Mobile impact? News apps Twitter Pathe Human.co NBA.com Appie e-mail Parkmobile Netflix linkedin Fitbit Dropbox Meetup every month Evernote Google Plus Youtube Your BRAND
  15. 15. every week Google Hangouts Google Maps Soundcloud whatsapp every day shazam Facetime facebook Flipboard Foursquare twitter Youtube Skype Mobile impact? Your BRAND Twitter Pathe Human.co NBA.com appie e-mail Parkmobile Netflix linkedin Fitbit Dropbox Meetup every month Evernote Google Plus Youtube ?
  16. 16. Building for comfort
  17. 17. #FastDelivery
  18. 18. 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"
  19. 19. Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views" Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views" Over"2"weeks"/"All#Browsers#vs.#iPhone#Safari# Over"2"weeks"/"All#Browsers# 25" Abandonment"Rate"(%)" 30" 25" Abandonment"Rate"(%)" 30" 20" 20" 15" 15" 10" 10" 5" 5" 0" Abandonment*Rate*,* All*Browsers* Abandonment*Rate*,* All*Browsers* Abandonment*Rate*,* iPhone*Safari* 0" 0" 1" 1" 2" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15" 0" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15" Page"Load"Time"Band"(sec.)" Source: Gomez real user monitoring Page"Load"Time"Band"(sec.)" Source: Gomez real user monitoring
  20. 20. Speed vs. Engagement per month Bol.com LD50: 4.85 sec. 90 78,75 56,25 Pageviews (#) Non-Bounce rate (%) 67,5 45 33,75 22,5 11,25 0 0-0,5 0,5-1 1-1,5 Non-Bounce Mobile 1,5-2 2-2,5 2,5-3 3-3,5 3,5-4 4-5 5-6 Categorienaam # Pageviews Non-Bounce Desktop Baseline: 2,7 sec. 6-7 7-8 8-9 9-10 >10
  21. 21. Our Need for speed @jeroentjepkema, MeasureWorks
  22. 22. 0 Source: Jakob Nielsen
  23. 23. 1 0,3 0 Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
  24. 24. 3 1 0,3 0 Mmm, shall I click away? Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
  25. 25. 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
  26. 26. 0:00 sec. Conversation starts
  27. 27. 0:00 sec. Conversation starts 2.5 sec. First reply
  28. 28. 4.5 sec. Finish conversation 0:00 sec. Conversation starts 2.5 sec. First reply
  29. 29. 4.5 sec. Finish conversation 0:00 sec. Conversation starts Comfort zone Tolerated 2.5 sec. First reply Frustrated
  30. 30. Mobile Shopping experiment
  31. 31. Nexus - Android - 3G Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  32. 32. Functional issues reported with Zalando 50 37,5 Round 1 25 45 42,1 12,5 15,4 0 Zalando HM 20 7,7 V&D 24 3,9 Tom Tailor 4 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 15,4 HM 8 V&D Tom Tailor 21 Design 18 Speed 6 Mobile Readiness Other
  33. 33. #EasyNavigation
  34. 34. Mobile = Always on?
  35. 35. One thumb device... 49% 36% 22% http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobiledevices.php?goback=.gmp_72842.gde_72842_member_215909354
  36. 36. The green zone http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobiledevices.php?goback=.gmp_72842.gde_72842_member_215909354
  37. 37. - One touch? +
  38. 38. Login or not?
  39. 39. Mobile Search
  40. 40. #Contentdriven
  41. 41. The holy grail in experience is “flow state”
  42. 42. “” Flow is an optimal experience that is “intrinsically enjoyable”
  43. 43. Provide relevant content to support task completion...
  44. 44. ...deliver it fast, focus on perception!
  45. 45. http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html?pagewanted=all&_r=0
  46. 46. http://answers.yahoo.com/question/index?qid=1005081200005
  47. 47. That’s not my website?
  48. 48. Over 60% of people that experienced a slow website ranked design 2 points lower compared to a fast experience Slow Average Fast % of respondents that rated the actual website speed 100 75 50 25 0 1 2 3 Design score (1=bad - 5=beautiful) 4 5
  49. 49. Mobile Advertisement? Flow vs. Intrusive
  50. 50. Telegraaf: Intrusive Nu.nl: Flow N = 15 Q = Flow vs. Intrusive. Can you remember the advertiser/brand? Dumpert: Intrusive Flipboard: Flow
  51. 51. Telegraaf: Intrusive Nu.nl: Flow Dumpert: Intrusive Flipboard: Flow Flow Intrusive If you had to choose? 85% 15% Do you remember brand? 40% 10% N = 15 Q = Flow vs. Intrusive. Can you remember the advertiser/brand?
  52. 52. How to prioritize content?
  53. 53. Bol.com - Desktop (Cable: 10Mb/s up via Webpagetest.org) Bol.com - Mobile (Wifi: 10Mb/s up via Webpagetest.org)
  54. 54. Mobile First? Bol.com - Mobile (3G: 2Mb/s up via Webpagetest.org)
  55. 55. Mobile First? Bol.com - Mobile (3G: 2Mb/s up via Webpagetest.org)
  56. 56. Responsive Design?
  57. 57. Responsive Design? Start with mobile
  58. 58. What impacts mobile (shopping) experience? Alignment Desktop vs. Mobile Screen size vs. Content Speed Usability
  59. 59. Questions so far?
  60. 60. #MobileContext
  61. 61. Mobile context?
  62. 62. Under time Content pressure Mobile context?
  63. 63. Under time Content pressure (often) one Usability handed Mobile context?
  64. 64. Under time Content pressure (often) one Usability handed Mobile context? While Speed on the move
  65. 65. Under time Content pressure (often) one Usability handed Mobile context? While Speed on the move
  66. 66. Mobile = Task Completion + ( Usability + Speed ) Customer Journey
  67. 67. Just Remember: Deliver before it turns green!
  68. 68. Thanks! More questions? M: jtjepkema@measureworks.nl T: @jeroentjepkema W: www.measureworks.nl

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