The Hidden Impact of Performance on User Behavior
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In this ProductTank TLV meetup, on Sunday, February 24, 2019, Omri Ziv walked us through his own experience as a product manager and how the aim to impact users feelings resulted in different choices, actions, and methods of work. Omri Ziv is Product Manager at Facebook. Previously he was Director of Product at Clarizen. He has an MBA from Tel Aviv University and a BA in Management of Information Systems. Omri gets excited by smart cities and futuristic although simplified user experiences that bring strategy to life and delight their users.
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The Hidden Impact of Performance on User Behavior
- 1. Omri Ziv PRODUCT MANAGER, FACEBOOK It's The Device, Stupid! The Hidden Impact of Performance on User Behavior
- 2. Takeaway Performance is a Feature. It Affects User Behavior Like any feature: Measure -> Improve -> Iterate
- 3. Agenda Emerging Markets and Why They Are Important The Hidden Feature You Are Neglecting What You Can (and Should) Do About It
- 4. Emerging markets will account for over 90% of new mobile subscribers globally by 2020 Source: GSMA Intelligence - Global Mobile Trends 2017
- 5. Emerging markets are getting saturated with fairly cheap (Android) devices. 2012-2015 Be Like...
- 6. LET'S PLAY A GAME When Was This Device Released?
- 7. Device 1 •1080x1920 pixel display •128 GB internal storage •4 GB RAM •8 core 2.35 GHz/1.9 GHz CPU •$749
- 8. Google Pixel 2 Released: 2017
- 9. Device 2 •540x960 pixel display •16 GB internal storage •1 GB RAM •4 core 1.2 GHz CPU •Around $250
- 10. Samsung Galaxy A3 Released: 2017
- 11. YEAR CLASS In what year would this device have been considered high-end?
- 12. Google Pixel 2 Year Class: 2015
- 13. Samsung Galaxy A3 Year Class: 2011
- 14. >50% of people worldwide are on year class 2012 and under! 2009 2010 2011 2012 2013 2014 2015
- 15. BUT WHAT DOES THIS HAVE TO DO WITH USER BEHAVIOR?
- 17. THE HIDDEN FEATURE YOU ARE NEGLECTING: Performance
- 18. A Typical Development Process
- 19. Performance is the feeling that the app is working like it is supposed to in a timely manner. Great performance is a feeling that the app is responsive, quick, and reliable
- 20. FOOTPRINT SPEED STARTUP TIME TIME TO INTERACT (TTI) SCROLLING MEMORY USAGE STORAGE DATA USAGE APP SIZE BATTERY MOBILE PERFORMANCE
- 21. Speed: Startup Time The time it takes from the moment app icon is tapped and the moment app content and is shown and can be interacted with
- 22. Every 1% decrease in startup time correlates with 0.27% increase in visitation Startup time matters. A lot.
- 23. Footprint The network or device resources the app consumes
- 24. Footprint: App Size The size of downloaded file required to install the app
- 25. – Google Play “For every 6 MB increase to an APK’s size, we see a decrease in the install conversion rate of 1%.”
- 26. A 128kb increase in FB Lite APK size resulted in 0.47% drop in install conversions They were right. Sort of.
- 27. Footprint: Storage The total disk size your app takes on a device
- 28. 45% of iPhones Have 32GB or Less 22% 23% 32% 14% 9% 16gb 32gb 64gb 128gb 256gb+
- 29. Why should I care about storage? •1 out of 3 smartphone users in India run out of storage or sees a low storage warning every day •They will uninstall your app if it takes too much space
- 30. A 15MB increase in FB Lite storage footprint resulted in drops in visitation metrics And Saw It in the Wild
- 31. Footprint: Data Usage The amount of network data your app consumes
- 32. Research Trip in South Africa
- 33. • They turn data off when not using any app • Peer-to-peer file sharing • They don't upgrade their apps • When users are out of data they stop using the internet How do people save data?
- 34. • Facebook Lite, Messenger Lite • Uber Lite, Twitter Lite, Skype Lite, Spotify Lite, LinkedIn Lite • YouTube Go, Google Go, Android GO Apps for Emerging Markets
- 35. APK size (1.3MB) 2G network (2G) OS (Ice Cream Sandwich+) Data usage (Minimal)
- 36. ONE MORE THING: Perceived Performance
- 37. Progress Bar vs. Spinners The progress bar was embraced as a modern take on the spinner “I definitely prefer the blue bar… at least you can see it’s making progress, the spinning wheel just seems to go forever.” “If you know what you're seeing and how long it's going to take… it feels faster to your brain. The spinning wheel will give people past trauma of ‘okay, I’m being nervous because I’m waiting for something.’” “It makes me feel like dial-up, it just means it’s buffering.”
- 38. And We’ve Proven It Screen Cancelations -24%
- 39. Takeaway Performance is a Feature. It Affects User Behavior Like any feature: Measure -> Improve -> Iterate
- 40. THANK YOU
Editor's Notes
- Today I'm going to talk about... Why Performance What you should do about it
- What happened between 2012-2015? Emerging markets started to get saturated with fairly cheap devices
- Now let's play a game - I'll describe a few devices that are popular in Emerging Markets and you will tell me when they were released.
- A better question therefore, and this is how we at Facebook look at it, is what Year Class is this device.
- And this is how Year Class looks worldwide.
- Here's a real-life example taken by a Facebook engineer. <CLICK> ...8 seconds in we start to show the splash screen. ...38 seconds in we have content! But wait, we're not done yet! ...43.2 seconds until UI is stable!
- What do you think will this user do? How will these user behave? And would we understand why they are behaving this way if we are not looking at performance as a feature, not as technical details.
- A feature which is generally disregarded in the development process, not planned, not tested, not measured, not mentioned. A feature which affects user behavior.
- So what is performance?
- mobile performance is generally comprised of "speed" and "footprint" features.
- So yes - startup time matters.
- That means that if your start up time is slow you would see a decrease in visitation and might think there is something wrong with the funnel or value proposition or feature set.
- This means that users will actually not install your app in the first place because the APK size is too big. Not because your screenshots are poor, or because you haven't done your ASO right.
- And you might think that issues like APK size and storage are relevant only for emerging markets. WRONG!
- We have seen people stop using their app, and then suddenly re-installing it. And we couldn't figure out this behavior. Well, guess what - they simply run of storage, look for the first suspect and remove it. Until they remember it again (or not).
- Lite apps is a trend
- What is user behavior when they are limited in data usage? You see people disconnect for days, sometimes in specific (calendar) days.
- Lite apps is a trend you should be aware of. All the leading consumer app developers have "lite" versions of their apps.
- This, for example, is Facebook Lite, Facebook's app for Android for emerging markets. It provides the full FB uncompromising experience, but uses less data and works well across all network conditions and devices.
- Perceived performance is also important.
- Here's a good example - replace the "old" spinner with the "modern" progress bar which encourages users to embrace the app.
- And you can see that there's a HUGE decrease in screen cancelations (mention deltoid)