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3 th mobile leadership program mobile assets

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Mobile leadership program by Google

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3 th mobile leadership program mobile assets

  1. 1. THE MOBILE ASSETS
  2. 2. 1. Sites & Apps 2. Site Design Principles TABLE OF CONTENTS
  3. 3. Sites & Apps
  4. 4. Is mobile web dead? “The mobile war is over and the app has won” venturebeat.com 2013/04/03 86% 14% TIME SPENT ON SITES TIME SPENT ON APPS USER TIME SPENT ON MOBILE DEVICES Source: Flurry (http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.VQmG7GTLeD4)
  5. 5. 66% SITES 6% APPS 28% SITES & APPS PRIMARY CHANNEL FOR COMMERCIAL TASKS INDUSTRY SNAPSHOT 75% OF AUTOS USERS 60% OF FINANCE USERS 70% OF TRAVEL USERS 71% OF RETAIL & TECH USERS 64% OF LOCAL SERVICES USERS ... USE SITES MORE OFTEN FOR COMMERCIAL TASKS 86% 14% TIME SPENT ON SITES TIME SPENT ON APPS 14% 40% GAMIN G & ENT. 28% SOCIAL 20% OTHER USER TIME SPENT ON MOBILE DEVICES Time spent Value for your business Source: Flurry (http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.VQmG7GTLeD4)
  6. 6. Mobile site is an entrance to your service SITE USERS APP USERS + New & Occasional Users + Consideration Phase Also +Frequent Users +Existing Customers +Frequent Users +Existing Customers +Unique Mobile Usage
  7. 7. Pop quiz! How many apps are there on Google Play?
  8. 8. 60% of apps have never been downloaded 20% are only used once after installation 95% of apps are abandoned within a month Source: http://www.hindustantimes.com/business-news/over-100-billion-mobile-apps-downloaded-in-2013/article1-1124695.aspx
  9. 9. Your Client: Apps or Sites? APPS FIRST WHO: APP-CENTRIC MODELS SITES FIRST WHO: MOST COMPANIES SITES + APPS WHO: COMPANIES WHO HAVE NAILED THEIR SITE... Intended for high frequency use (e.g. daily) Delivers app-only capabilities (e.g. offline) Entertainment, media, or gaming uses. Fully optimized for mobile Fully functional core capability like commerce Built with your future customer base in mind ...and want to expand on site capabilities... ...with app-only capabilities (e.g. offline) Focused on most loyal, engaged customers
  10. 10. Site Design Principles
  11. 11. Busy Distracted Lazy Fast Relevant Easy Three characteristics of mobile users
  12. 12. Qualitative user data 100 Mobile Websites Tested
  13. 13. 25 mobile site UX principles Homepage & Site Navigation Site Search Commerce & Conversions Form Entry Usability & Form Factor
  14. 14. Source:http://www.googl e.com/think/multiscreen/ whitepaper- sitedesign.html Make site search visible and relevant Auto-completion, filters and sorting
  15. 15. Make x-device experience seamless Share button and shopping cart / wish list Source:http://www.google.com/t hink/multiscreen/whitepaper- sitedesign.html
  16. 16. Make form short and effective Mandatory fields, conversion steps, real time validation and numerical keyboards
  17. 17. HOMEPAGE & SITE NAV. 4/4 Calls to Action Front & Center Short Menus Homepage Navigation Promotions Well Integrated Doing Not Doing SITE SEARCH 0/4 Visible Site Search Relevant Results Filters Guides to better results SCORE TOTAL COMMERCE & CONVS. 3/5 Guest browsing Guest Checkout Existing information used Click to Call Present Easy to convert on another device 10/25 FORM ENTRY 2/5 Info entry streamlined Simplest input method used Visual Calendars Real time data validation Efficient form design USABILITY & FORM FACTOR 1/7 Entire site optimized for device No pinch to zoom Product images expandable Site works all orientations Stay in same window Avoids “full site” labeling Clear about use of users location Legend Can consumers get around easily? Can consumers search for what they want? Can consumers search for what they want? Can consumers easily give you their information? Can consumers use your website with minimal frustration? Let’s review and score your mobile site UX!
  18. 18. Thank you!
  19. 19. Insert client site example here Filling Out Forms: On Screen Selectors
  20. 20. Mobile Sites: The Good, The Bad, The Ugly
  21. 21. Users of Sites Vs. Users of Apps SITES APPS + First Time Users + New & Occasional Users + Consideration Phase Also +Frequent Users +Existing Customers +Frequent Users +Existing Customers +Users of Unique Mobile Functionality
  22. 22. Pop Quiz: Name this Company ● 352 Million Average Monthly Unique Users ● Offices across the world ● Market Cap of 5.8B ● Company culture is described as a passionate, predicated on collaboration, humility and respect
  23. 23. King.com
  24. 24. Why This Matters “... I was worried I would miss something or wouldn't be able to read something, and I was worried about screwing something up and you know, her birthday was coming up quick ...”
  25. 25. Insert client site example here Keep Calls-to-action front and center Lowest User Ratings Highest User Ratings
  26. 26. Confusing for Consumers Insert client site example here Easy to Find Info Homepage should focus on connecting consumers to the content they are seeking Keep Calls-to-action front and center
  27. 27. Make Site Search Visible, Smart & Relevant
  28. 28. Make Site Search Visible, Smart & Relevant
  29. 29. Allow your customers to convert as a guest
  30. 30. Consumer Pain Point: Filling Out Forms
  31. 31. Seems Daunting Insert client site example here Seems Manageable Divide form into smaller chunks to make it more approachable for consumer Filling Out Forms: Steps & Progress Bars
  32. 32. Let Users Pick Up Where They Left Off Users want to be able to finish their task later if needed
  33. 33. thinkwithgoogle.com google.com/think/multiscreen/ whitepaper-sitedesign.html Resources:
  34. 34. Allow your customers to convert as a guest Average Rating (Mobile Sites)

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