The Mobile Equation


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Find your niche in the mobile market with a model that clarifies the relationship between your business objective, new technologies, and the audience you wish to reach.

After iterating on our own mobile concepts with lackluster results, we committed to gaining a realistic understanding of consumer behavior. Our studies included field tests, prototyping, lots of reading, and interviews with both in-aisle smart phone users and the corporate businesspeople trying to influence them.

We are pleased to share our findings and recommend a practical approach to mobile strategy. Bring your ideas and learn how your app, mobile website, or other endeavor fits into the mobile equation.

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The Mobile Equation

  1. 1. Mobile EquationSxSW 2013
  2. 2. Mobile Equation2  User journey  Application design: control  Responsive design: reach © Bazaarvoice Inc, 2013
  3. 3. A story3 © Bazaarvoice Inc, 2013
  4. 4. 4 © Bazaarvoice Inc, 2013
  5. 5. 5 Application Design Strategic constraint © Bazaarvoice Inc, 2013
  6. 6. Application Design6 An application is so-called because it is software with a specific application to the user. In a well-designed application, the environment, device, and interface serve a • central purpose. The central purpose of a search engine (web app) is to fetch relevant content. • A well-designed website is rich with valuable content. The central purpose of a browser (system app) is to render web content. A • well-designed website makes this content accessible through good architecture, interface, and interactions. © Bazaarvoice Inc, 2013
  7. 7. Device Usage7 Device Common Uses Where Smart • Checking-up Everywhere phone Checking weather, Facebook notifications, email inbox, and other sources of regularly (49.7% US changing information adoption) • Looking up Quickly finding a fact, location, phone number, photo, etc. • Messaging Writing texts, posts, and short emails • Self-amusement Gaming, reading books and news, listening to music, browsing photos, reading social network feeds • Utility Using tools such as camera, voice recorder, flashlight, guitar tuner, leveler, calendar, Tablet • Active media consumption pedometer, etc. Home (31% US Following along to how-to’s and recipes, playing games, social networking adoption) • Passive media consumption Watching movies and TV shows, reading digital publications, window shopping, surfing the web PC • Home computer usage overlaps with tablet Workplace • Office computer used for productivity © Bazaarvoice Inc, 2013
  8. 8. 8 © Bazaarvoice Inc, 2013
  9. 9. 9 © Bazaarvoice Inc, 2013
  10. 10. Of the various activities people do with their smart phones, shopping is the phones, shopping is the most emotional. Most in-aisle shoppers use Most in-aisle shoppers use the mobile web instead of shopping apps. Source: Yahoo! Mobile Modes Whitepaper, 201110 © Bazaarvoice Inc, 2013
  11. 11. 11 Responsive design It’s just good design © Bazaarvoice Inc, 2013
  12. 12. 12 Source: © Bazaarvoice Inc, 2013
  13. 13. 13 Source: © Bazaarvoice Inc, 2013
  14. 14. It’s just good design14  Prioritization  Continuity  Performance  Cool factor Source: © Bazaarvoice Inc, 2013
  15. 15. 15 © Bazaarvoice Inc, 2013
  16. 16. 16 @ Dave Yeats, Ph. D UX Research DaveYeats A. Litsa, Mobile Experience Designer @A_Litsa © Bazaarvoice Inc, 2013