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Fall and rise of web and way forward - what it means to you
- 1. - What it means to you? Fall & Rise of Web and way forward 27th April 2017 | housejoy.in
- 2. @nagarajuepuri Sr Engg Mgr - UI @ Flipkart Rewriting web story @ Flipkart
- 3. ➔ Year 2014, 9.6m PC vs ~60m SmartPhones sold in India ➔ By end of 2014, It was clear where India is heading ➔ India skipped PC era ➔ Mobile Traffic started growing at a fast pace ➔ Mobile web was a joke(Cloud rendering browsers) ➔ Desktop traffic started losing its share ➔ Q1 - 2015, mobile website has been killed ➔ Q4 - 2015, there were rumours of shutting down website Fall of Web - 2014
- 4. ➔ Web is always a catch up game ➔ Web is at the mercy of browser vendors ➔ No real thought went into how mobile web should be ➔ Developing(no better tools) and maintaining mobile web was pain ➔ Users are not happy with mobile web either(low conversions, huge experience gap) Fall of Web - 2014
- 5. ➔ Users are spoiled with a rich experience on mobile devices ➔ Team started doing multiple POCs on improving experience on mobile web ➔ Built a Single Page Application(SPA) with rich interactions and saw a flat 10% improvement in conversion ➔ 2015-Q1, launched project called “RichViews” in native apps to bridge experience gap between native and web screens ◆ App Shells ◆ Native API access to web ◆ Same design language/UX on web properties as native app Rise of Web - 2014, 15
- 6. ➔ ServiceWorkers - FTW : First launched on April 2014 ➔ From the learnings of RichViews, created mobile web POC using SW and Richer Interactions close to what native does ➔ Internally people failed to believe it was a mobile website ➔ Partnered with Chrome team to build world’s first Progressive Web App @ Commercial Scale, FlipkartLite ➔ Constantly pushed Browser Vendors on features(Push Notifications, WebApks, SMS, Native Share) which are relevant to countries like India Rise of Web - 2014, 15
- 7. ➔ Many leaders started adopting PWAs for their mobile website. ➔ All of the Browser Vendors showed their commitment for implementing SW ➔ Web is moving at a fast pace with deep involvement from most of the browser vendors ➔ PWAs are getting close to become first class citizens(WebAPKs, Rich Push Notifications, Web Share API) on mobile platforms Way forward - 2016, 17
- 8. ➔ There is no reason why you should not be on web ◆ 40-45% eCom traffic comes from web(differs from business to business) and this will increase ◆ Easy adoption ◆ You can pretty much achieve similar experience on web compared to native ◆ FlipkartLite converts close to what native app does without Push Notifications What it means to you?
- 9. ➔ Provide best possible experience to users wherever they land(App, Mobile Web, Desktop Web). Spoil them with choice :) ◆ Users are spoiled with best experience on mobile devices. Try giving them similar experience. ◆ We saw ~90% jump in conversion by providing FlipkartLite experience on UCWeb(not kidding!) ◆ Try bridging experience gap as close as possible on mobile web so users don’t need to learn new behaviours. What it means to you?
- 10. ➔ Browser Vendors would like to hear from you on problems you are facing, to provide best experience to end users. Share your inputs. ◆ They are keen to understand your problems ◆ Most of the recent browser improvements are shaped by dev community. ◆ Good part of web is, its an open platform. What it means to you?
- 11. Web is at a mercy of developers to shape it better.
- 12. Do not settle for average #AverageIsOver
- 13. Q & A
- 14. Thank You