Dara Pressley
@UXDiva
The Perils of Taking Great UX Commerce Mobile
The greatest peril for the mobile
strategy of Enterprise
is the audacity of the user
–Karen McGrane | Content Strategy for Mobile
“Users insist on consuming content on the device
most convenient to them.”
“T...
Too often Enterprise makes assumptions about
the experience they should create on mobile
which are often a great departure...
Flickr: "Curbside Cookoff 2010 Lobster
Truck" by Mr.TinDC
CC: Attribution-NoDerivs License
CustomInk certainly did not expe...
Obstacles Going Mobile
• Technology
• Content
• Responsive vs. Optimized
• Full Scale Redesign vs. Iterative Changes
• Mob...
A few examples
NPR & COPE
Create Once, Publish Everywhere
NPR is the poster child for content done right
- COPE separates the data from the interface so that that
same dataset can ...
CMS
COPE
& More
images: mashable.com | npr.com
iPad
iTunes
iPhone
The Responsive Onion
images: mediaquir.es
Publishing lends itself nicely to responsive design.
- Text easily bends to fit the space
- With image...
The Optimized Amazon
• Amazon started in mobile long before notions of responsive design.
• Each property is optimized for the best experience....
Desktop Window Shop
Mobile Web
An Iterative Make over
The design is dead
Long live the redesign
• The Guardian is working
on redesign a responsive
mobile first design
• while st...
So…. This is all great for content driven sites.
!
What if your site is made up of applications?
The Banking Industry
Mobile is a chance to be innovative.
Banking systems:
- Old technology makes it difficult for banks to ...
Just imagine the experience
of a brand new bank today
• Each nuance of
Simple is a delight.
• Simple is banking
done right on desktop
and mobile.
images: zagg.com
Time Warner Cable
• The goal of their redesign was to
move from static HTML page to a
Content Management System
• Their pl...
Content & Change Management
• Time Warner Cable quickly found that in order to
support the content needs of their new mana...
Don’t judge a mobile experience
based on a current experience that
doesn’t exit.
Internal Politics
One of the biggest obst...
CustomInk
Making the Decision
to go Mobile
6
CustomInk’s Design Lab
• Early 2011 CustomInk mobile traffic was less than 10% —
much lower than other retailers
• Most of over all traffic came from...
Flickr: "Curbside Cookoff 2010 Lobster
Truck" by Mr.TinDC
CC: Attribution-NoDerivs License
Remember this guy…
6
This is wha...
• With the error page removed, users could browse the
site
• Early 2012, CustomInk began spending on TV ads
• Viewers were...
Fresh take on mobile
Booster Fundraising Not having to worry about
the impacts of the main site,
Booster was a chance to t...
What Drives CustomInk Mobile Usage?
• TV commercials
• Email
• Facebook
• Sharing
• Group Purchase
• Booster
What drives C...
What do mobile users want to do?
“While I realize there are
limitations for the site
developer, as a general rule, I
feel that anything available on
the si...
The way ahead | CustomInk
• Creating a strategy that includes
mobile while still continuing to
enjoy the same gains in sal...
Thanks!
Dara Pressley
Lead User Experience Designer
dpressley@customink.com
@UXDiva
Upcoming SlideShare
Loading in …5
×

The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

1,086 views

Published on

content strategy,cope,mobile,responsive,user experience design

Published in: Design, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,086
On SlideShare
0
From Embeds
0
Number of Embeds
218
Actions
Shares
0
Downloads
13
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

  1. 1. Dara Pressley @UXDiva The Perils of Taking Great UX Commerce Mobile
  2. 2. The greatest peril for the mobile strategy of Enterprise is the audacity of the user
  3. 3. –Karen McGrane | Content Strategy for Mobile “Users insist on consuming content on the device most convenient to them.” “They decide how and when to access your content, not you.”
  4. 4. Too often Enterprise makes assumptions about the experience they should create on mobile which are often a great departure from the experience that users are expecting.
  5. 5. Flickr: "Curbside Cookoff 2010 Lobster Truck" by Mr.TinDC CC: Attribution-NoDerivs License CustomInk certainly did not expect users to create T-Shirts on their mobile devices in 2011. But Mr. T used his mobile phone to design his products while waiting for customers.
  6. 6. Obstacles Going Mobile • Technology • Content • Responsive vs. Optimized • Full Scale Redesign vs. Iterative Changes • Mobile Friendly vs. Mobile Experience • Internal Politics • Change Management • The Bottom Line
  7. 7. A few examples
  8. 8. NPR & COPE Create Once, Publish Everywhere
  9. 9. NPR is the poster child for content done right - COPE separates the data from the interface so that that same dataset can be published to multiple interfaces. - Using a taxonomy system complete with proper tagging, categorization, and meta-data, the same content can be used beyond the website. - In fact, data can be moved even beyond mobile and tablet. NPR data currently streams to iTunes. - With a multichannel strategy, the data can be pushed to social platforms, and internet connected devices such as cars and stoves.
  10. 10. CMS COPE & More
  11. 11. images: mashable.com | npr.com iPad iTunes iPhone
  12. 12. The Responsive Onion
  13. 13. images: mediaquir.es Publishing lends itself nicely to responsive design. - Text easily bends to fit the space - With image optimization, images can be delivered at a size and weight best suited to the device. - Here you see The Onion has figured out how to reset ad placements per device so that the ads are not just clumped at the bottom.
  14. 14. The Optimized Amazon
  15. 15. • Amazon started in mobile long before notions of responsive design. • Each property is optimized for the best experience. • Window Shop for the iPad is so lovely, users may spend more than they had bargained for with out realizing • just click, click, click • Amazon has among it’s properties • amazon.com • amazon.com mobile • Mobile Apps • iPad Window Shop • If the Kindle is an optimized book buying/ reading experience • on Desktop, Mobile Apps, Tablets and the Kindle Tablet(s)
  16. 16. Desktop Window Shop Mobile Web
  17. 17. An Iterative Make over
  18. 18. The design is dead Long live the redesign • The Guardian is working on redesign a responsive mobile first design • while still keeping the current desktop design active Working in the background
  19. 19. So…. This is all great for content driven sites. ! What if your site is made up of applications?
  20. 20. The Banking Industry Mobile is a chance to be innovative. Banking systems: - Old technology makes it difficult for banks to update their systems for internal apps and customer facing websites. - Mobile was a chance to start fresh / be innovative - These interfaces are easier to use than the full site and much more pleasing - I spoke with a Wells Fargo UXer (2 years ago) who was struggling to make the same games on their desktop property, and it hasn’t happened yet…
  21. 21. Just imagine the experience of a brand new bank today
  22. 22. • Each nuance of Simple is a delight. • Simple is banking done right on desktop and mobile. images: zagg.com
  23. 23. Time Warner Cable • The goal of their redesign was to move from static HTML page to a Content Management System • Their plan was to create first an optimized desktop site then mobile. • Mobile needs changed their strategy • Users needed to be able to buy services • And Users needed to be able to get help with their services • Both of these needs had to be filled for when the user is not on desktop based internet
  24. 24. Content & Change Management • Time Warner Cable quickly found that in order to support the content needs of their new management system they needed to have the right team in place • Companies that understand change management ahead of time, or adapt, will be most successful in creating their experiences
  25. 25. Don’t judge a mobile experience based on a current experience that doesn’t exit. Internal Politics One of the biggest obstacles to creating a mobile experience is just getting started.
  26. 26. CustomInk Making the Decision to go Mobile
  27. 27. 6 CustomInk’s Design Lab
  28. 28. • Early 2011 CustomInk mobile traffic was less than 10% — much lower than other retailers • Most of over all traffic came from Customer Referrals, SEO, and Paid Search • Landing on the site on Mobile resulted in an error page “Oops! You are in uncharted territory.” • As a company, CustomInk wanted the experience of their site to be awesome, and that was only happening on the desktop. • Rather than let mobile users choose to “pinch & zoom” desktop pages, their path was simply blocked. • Natural search began to send more mobile users to the site • For the most, those users were not returning on their desktop
  29. 29. Flickr: "Curbside Cookoff 2010 Lobster Truck" by Mr.TinDC CC: Attribution-NoDerivs License Remember this guy… 6 This is what he’s working with
  30. 30. • With the error page removed, users could browse the site • Early 2012, CustomInk began spending on TV ads • Viewers were browsing the mobiles for more information • By Q3, mobile traffic had almost doubled • Fixing the Design Lab to work on touch devices allowed mobile users to save their designs. • And of course… sharing brought people to the site from whatever device they were currently on.
  31. 31. Fresh take on mobile Booster Fundraising Not having to worry about the impacts of the main site, Booster was a chance to take a look at mobile Fundraisers are meant to be shared and therefore created an inherit need for Booster to be available on what ever device the user chose to view.
  32. 32. What Drives CustomInk Mobile Usage? • TV commercials • Email • Facebook • Sharing • Group Purchase • Booster What drives CustomInk mobile usage? •  Macro trends •  TV commercials •  Email •  Facebook 14
  33. 33. What do mobile users want to do?
  34. 34. “While I realize there are limitations for the site developer, as a general rule, I feel that anything available on the site should be available on mobile.” Users wanted to be able to do the same tasks on their mobile as their desktop.
  35. 35. The way ahead | CustomInk • Creating a strategy that includes mobile while still continuing to enjoy the same gains in sales is both exciting and terrifying • All of the strategizes mentioned before come with wins and risks • Let’s just do what works for each experience in the site • So that users can use the device most convenient for them Starting with
  36. 36. Thanks! Dara Pressley Lead User Experience Designer dpressley@customink.com @UXDiva

×