Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Stop Debating, Start Measuring

5,145 views

Published on

How user analytics change lifecycle speed and output

Published in: Technology, Business
  • Be the first to comment

Stop Debating, Start Measuring

  1. 1. Stop Debating, Start Measuring How UserAnalytics Change Lifecycle Speed and Output JEFF HAYNIE, CO-FOUNDER & CEO @appcelerator
  2. 2. THE ELEPHANT INTHE ROOM What the business will pay for. Mobile is replacing the web.
  3. 3. 7,095,476,818 TOTALWORLD POPULATION 2,484,915,152 INTERNETUSERS 6,572,950,124 MOBILE SUBSCRIBERS 48%52% URBAN RURAL 35% INTERNET PENETRATION 93% MOBILE PENETRATION SOURCE: We Are Social. wearesocial.sg.JANUARY 2014
  4. 4. 2013 20142008 20112009 2010 20122007 Mobile out-ships desktop iPad released More mobile devices than people iPhone released Apple: most valuable co. Android 1.0 A BRIEF HISTORY OF THE MOBILE SHIFT
  5. 5. WHY?
  6. 6. DUMBTERMINAL (WITH BETTER GRAPHICS) ANTICIPATORY, PARTICIPATORY POCKET DEVICE WHICHWOULDYOU CHOOSE?
  7. 7. “Do as I say.” “Do as I say.” MOBILE IS BUILT ON INTUITIVE USER EXPERIENCES
  8. 8. MILLENIAL EMPLOYEE MEETS SAP
  9. 9. “Saturday and Sunday, we’re masters of the universe. But Monday through Friday we’re dweebs.” – GEOFFREY MOORE AUTHOR, CROSSING THE CHASM AND ESCAPE VELOCITY
  10. 10. DEAD DISTINCTIONS C B2C B B2B E B2E
  11. 11. THERE’S ONLY ONE “U” C B2C B B2B E B2E U BUSINESS-TO-USER
  12. 12. “Delight is the new normal.” – GEOFFREY MOORE AUTHOR, CROSSING THE CHASM AND ESCAPE VELOCITY
  13. 13. DELIVERA BETTER EXPERIENCE… ACROSSAN EXPLOSION OF DEVICES & OSs… FASTER THAN EVER THE DELIVERY DILEMMA
  14. 14. RESULTS MAYVARY
  15. 15. ADOPT AN M.V.P. MINDSET BuildLearn Measure OPTIMIZE FOR CYCLETIME Ideas CodeData Reis, Eric. The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. MINIMUMVIABLE PRODUCT Allows a team to collect the maximum amount of validated learning about customers with the least effort.
  16. 16. “Without an effective measurement capability, it really doesn’t matter how fast you can release – you’re still shooting into the darkness .” – FORRESTER FORRESTER RESEARCH INC., ”MEASURING MOBILE APPS”, DEC. 2013.
  17. 17. TOO LITTLE,TOO LATE “AMAZINGAPP. love it!” “worst thing since ‘basic instinct 2’…” Disapprove designed by Jevgeni Striganov from the Noun Project
  18. 18. vApp stores: good for distribution, not so good for diagnostics. WHAT’STHE PROBLEM?: Performance? Stability? Installation? Frustration with a specific use case? Confusing design? Something else?
  19. 19. “User commentary is a lagging indicator. By the time a company has uncovered and diagnosed poor user sentiment, users have abandoned the app in droves and moved on.” "AREYOU EXPERIENCED? MEASURING SUCCESS INTHE NEW MOBILE ECONOMY."TNW, JAN. 2014.
  20. 20. A MOVE FROM LAGGING TO LEADING INDICATORS
  21. 21. OWNINGTHE EXPERIENCE ENGAGMENT ACQUISITION RETENTION CONVERSION QUALITY The five mobile metrics no company should be without.
  22. 22. v Mobile Metric 1: ACQUISITION VARIABLE: Installs ANSWERS: How many new users did I acquire? How many devices are receiving my push notifications? INSTALLSOFOUR APP INSTALLS OF THE COMPETITION
  23. 23. An install by itself does not equal an engaged user. SO… BUT:
  24. 24. v Mobile Metric 2: ENGAGEMENT VARIABLE: Average session length ANSWERS: Who is using my app? Where are they using my app? How many times did users open my app? How long do users spend in my app?
  25. 25. v Mobile Metric 3: RETENTION VARIABLE: Number of active users divided by total installs ANSWERS: How many unique users per day or week are using my app? How many of last week’s user did I keep this week?
  26. 26. v Mobile Metric 4: CONVERSION VARIABLE: User exit points in the critical business process of the app ANSWERS: How many users who begin a process actually get through to completion? When and where do they drop out? LOGIN SELECT MERCHANDISE CHOOSE PAYMENT CONFIRM & SUBMIT
  27. 27. v Mobile Metric 5: QUALITY VARIABLE: Ratio of app crashes to app sessions ANSWERS: How common are app crashes? Where do users encounter crashes? How many crashes do I have to fix?
  28. 28. From the trenches…
  29. 29. • Over 10,000 mobile workers maintaining properties • More than 2 million property inspections a month LARGEST PRIVATELY HELD MORTGAGE FIELD SERVICESCOMPANY DRIVING MOBILE PRODUCTIVITY
  30. 30. HOW ALL OUR DASHBOARDS SHOULD LOOK 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % Inspections Orders via Mobile Device ANALYTICS INTRODUCED TARGET
  31. 31. TO MEMORABLE, MEASURABLE EXPERIENCES

×