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@jeroentjepkema
Founder & CEO
High
expectations
#1.
Mobile changes the way we consume data
#2.
Mobile changes the way we consume data
Instant access
Always accesible
Responsive
#2.
Mobile changes the way where and when
we interact
Deliver
before the
lights turn
green!
Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"
Over"2"weeks"/"All#Browsers#
30"

Abandonment"Rate"(%)"

25"...
Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"
Over"2"weeks"/"All#Browsers#
Over"2"weeks"/"All#Browsers#vs....
Fast
=
Engagement

@jeroentjepkema, MeasureWorks
@jeroentjepkema, MeasureWorks
0

Source: Jakob Nielsen
1
0,3
0

Interaction: Let’s conversate...

Instantaneous: I like it!
Source: Jakob Nielsen
3
1
0,3
0

Mmm, shall I click away?
Interaction: Let’s conversate...

Instantaneous: I like it!
Source: Jakob Nielsen
10
Only if the task/content is relevant

3
1
0,3
0

Mmm, shall I click away?
Interaction: Let’s conversate...

Instantaneo...
0:00 sec.
Conversation
starts
0:00 sec.
Conversation
starts

2.5 sec.
First reply
0:00 sec.
Conversation
starts

4.5 sec.
Finish
conversation

2.5 sec.
First reply
0:00 sec.
Conversation
starts

4.5 sec.
Finish
conversation

Comfort zone

2.5 sec.
First reply
0:00 sec.
Conversation
starts

Comfort zone

4.5 sec.
Finish
conversation

Tolerated

2.5 sec.
First reply
0:00 sec.
Conversation
starts

Comfort zone

4.5 sec.
Finish
conversation

Tolerated

2.5 sec.
First reply

Frustrated
Mobile
context?
Under time
Content
pressure

Mobile
context?
Under time
Content
pressure

Mobile
context?

(often) one
Usability
handed
Under time
Content
pressure
(often) one
Usability
handed

Mobile
context?
While
Speed
on the move
Under time
Content
pressure
(often) one
Usability
handed

Mobile
context?
While
Performance
on the move
M-commerce?
Experiment 1:

Mobile
Shopping
Mobile shopping experience setup....

100 mobile users

Perform 2 tasks:
‣Buy a book
‣Buy a T-shirt

Mobile browsers only
...
Average experience rating

7
6
5
4

Fix it fast

3
2
1
1

2

3

4

5

Average expectation rating
Find a website
Search for...
#1:
Speed
Functional issues
reported with
Zalando

50

37,5

Round 1

25

45

42,1

20

12,5

15,4
0

Zalando

HM

7,7

Tom Tailor

...
Nexus - Android - 3G
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
Nexus - Android - 3G

Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
#2:
Usability
Bol.com

Selexyz

De Boekerij

ECI

Bruna

Cosmox

Mobile
Readiness
100

75

50

26

24

25

0

46

44

16

Bol.com Selexyz

Bruna

Other

1. Buy a book
Mobile Only research:
- Task completi...
Mobile
Readiness
-

One touch?

+
Login or
not?
Mobile
Search
Experiment 3:

Mobile
Banking
The mobile user experience…

50 users of ING, ABN
and Rabobank

Rate the user
experience

Select home insurance
There’s an app
for that?!
Mobile satisfaction compared to desktop

80%

74%

77%

Usability

Speed

23%
Design

Content

Satisfaction
Mobile Banking...
Mobile satisfaction compared to desktop

80%

74%

77%

Preference per type of task

77%

72%

38%

34%

23%
Design

Conte...
Mobile satisfaction compared to desktop

Preference per type of task

Mobile versus Desktop frequency

Mobile

80%

74%

7...
Mobile
websites?
Desktop

Mobile

81%
71%
56%

62%
34%

42%

37%
22%

Design

Content

Usability

Speed

Design

Task satisfaction Desktop ...
What impacts mobile (shopping) experience?
What impacts mobile (shopping) experience?

Day to day usage
Screen size vs. Content
Performance
Mobile browsers
What impacts mobile (shopping) experience?
40%

30%

40%

20%

40%
30%

25%

24%

10%

18%
11%
2%

0%

Speed

Design
< 34
...
What impacts mobile (shopping) experience?
40%

< 34

> 35

30%

Native
68%

Mobile Web
71%

40%

20%

25%

40%
Mobile Web...
Recipe for
experience
Customer Journey

Optimize all
your touch
points
Regular website

Mobile Web

Native Application
Focus on
task
completion
49%

One device,
one hand
http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobiledevices.php?goback=....
Make it

(feel) fast!
Under real
Your
conditions
users…
(3g/WiFi)
Under real
Collect data
conditions
as they use it
(3g/WiFi)
Under real
Test with real
conditions
devices
(3g/WiFi)
Under real
conditions
(3g/WiFi)
There’s
always more
than 1..
If anything else...
Focus on a fast …without it,
NO time for
experience
content
Thanks! More questions?
M: jtjepkema@measureworks.nl

T: @jeroentjepkema

W: www.measureworks.nl
Jeroen Tjepkema - MeasureWorks - Don't let the lights turn green - Mobile Pioneers
Jeroen Tjepkema - MeasureWorks - Don't let the lights turn green - Mobile Pioneers
Jeroen Tjepkema - MeasureWorks - Don't let the lights turn green - Mobile Pioneers
Jeroen Tjepkema - MeasureWorks - Don't let the lights turn green - Mobile Pioneers
Jeroen Tjepkema - MeasureWorks - Don't let the lights turn green - Mobile Pioneers
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Jeroen Tjepkema - MeasureWorks - Don't let the lights turn green - Mobile Pioneers

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Jeroen is oprichter van MeasureWorks. Het bedrijf meet, analyseert en verbetert de prestatie van mobiele applicaties en web applicaties. De ervaring van de gebruiker staat daarbij centraal. Op basis van uitgebreid panel research en performance onderzoek presenteert Jeroen praktische tips die voorkomen dat mobiele gebruikers gaan afhaken bij jouw m-commerce strategie. De presentatie geeft inzicht in hoe je elke mobiele strategie kan aanpassen naar een "perfecte user experience" en een product dat jouw bezoekers graag en vaak gebruiken.

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Jeroen Tjepkema - MeasureWorks - Don't let the lights turn green - Mobile Pioneers

  1. 1. @jeroentjepkema Founder & CEO
  2. 2. High expectations
  3. 3. #1. Mobile changes the way we consume data
  4. 4. #2. Mobile changes the way we consume data Instant access Always accesible Responsive
  5. 5. #2. Mobile changes the way where and when we interact
  6. 6. Deliver before the lights turn green!
  7. 7. Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views" Over"2"weeks"/"All#Browsers# 30" Abandonment"Rate"(%)" 25" 20" Abandonment*Rate*,* All*Browsers* 15" 10" 5" 0" 0" 1" 2" 3" Source: Gomez real user monitoring 4" 5" 6" 7" 8" 9" Page"Load"Time"Band"(sec.)" 10" 11" 12" 13" 14" 15"
  8. 8. Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views" Over"2"weeks"/"All#Browsers# Over"2"weeks"/"All#Browsers#vs.#iPhone#Safari# 30" Abandonment"Rate"(%)" 25" 20" Abandonment*Rate*,* All*Browsers* Abandonment*Rate*,* All*Browsers* Abandonment*Rate*,* iPhone*Safari* 15" 10" 5" 0" 0" 1" 2" 3" Source: Gomez real user monitoring 4" 5" 6" 7" 8" 9" Page"Load"Time"Band"(sec.)" 10" 11" 12" 13" 14" 15"
  9. 9. Fast = Engagement @jeroentjepkema, MeasureWorks @jeroentjepkema, MeasureWorks
  10. 10. 0 Source: Jakob Nielsen
  11. 11. 1 0,3 0 Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
  12. 12. 3 1 0,3 0 Mmm, shall I click away? Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
  13. 13. 10 Only if the task/content is relevant 3 1 0,3 0 Mmm, shall I click away? Interaction: Let’s conversate... Instantaneous: I like it! Source: Jakob Nielsen
  14. 14. 0:00 sec. Conversation starts
  15. 15. 0:00 sec. Conversation starts 2.5 sec. First reply
  16. 16. 0:00 sec. Conversation starts 4.5 sec. Finish conversation 2.5 sec. First reply
  17. 17. 0:00 sec. Conversation starts 4.5 sec. Finish conversation Comfort zone 2.5 sec. First reply
  18. 18. 0:00 sec. Conversation starts Comfort zone 4.5 sec. Finish conversation Tolerated 2.5 sec. First reply
  19. 19. 0:00 sec. Conversation starts Comfort zone 4.5 sec. Finish conversation Tolerated 2.5 sec. First reply Frustrated
  20. 20. Mobile context?
  21. 21. Under time Content pressure Mobile context?
  22. 22. Under time Content pressure Mobile context? (often) one Usability handed
  23. 23. Under time Content pressure (often) one Usability handed Mobile context? While Speed on the move
  24. 24. Under time Content pressure (often) one Usability handed Mobile context? While Performance on the move
  25. 25. M-commerce?
  26. 26. Experiment 1: Mobile Shopping
  27. 27. Mobile shopping experience setup.... 100 mobile users Perform 2 tasks: ‣Buy a book ‣Buy a T-shirt Mobile browsers only via 3G, no WiFi
  28. 28. Average experience rating 7 6 5 4 Fix it fast 3 2 1 1 2 3 4 5 Average expectation rating Find a website Search for a book Order a book 6 7
  29. 29. #1: Speed
  30. 30. Functional issues reported with Zalando 50 37,5 Round 1 25 45 42,1 20 12,5 15,4 0 Zalando HM 7,7 Tom Tailor 4 3,9 V&D 24 Design 1. Buy a T-shirt Speed Mobile Readiness Other 2. Feedback 40 30 Round 2 20 10 12 0 54 34 Zalando Mobile Only research: - Task completion: Only use smartphone to buy a book - N = 100, users range from 20-65 21 15,4 HM 18 8 V&D Tom Tailor Design Speed 6 Mobile Readiness Other
  31. 31. Nexus - Android - 3G Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  32. 32. Nexus - Android - 3G Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
  33. 33. #2: Usability
  34. 34. Bol.com Selexyz De Boekerij ECI Bruna Cosmox Mobile Readiness
  35. 35. 100 75 50 26 24 25 0 46 44 16 Bol.com Selexyz Bruna Other 1. Buy a book Mobile Only research: - Task completion: Only use smartphone to buy a book - N = 100, users range from 20-65 Design Speed 16 Mobile Readiness 2. Feedback bol.com 16 Other Design 12 Speed Mobile Readiness Other 3. Feedback from different stores
  36. 36. Mobile Readiness
  37. 37. - One touch? +
  38. 38. Login or not?
  39. 39. Mobile Search
  40. 40. Experiment 3: Mobile Banking
  41. 41. The mobile user experience… 50 users of ING, ABN and Rabobank Rate the user experience Select home insurance
  42. 42. There’s an app for that?!
  43. 43. Mobile satisfaction compared to desktop 80% 74% 77% Usability Speed 23% Design Content Satisfaction Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65
  44. 44. Mobile satisfaction compared to desktop 80% 74% 77% Preference per type of task 77% 72% 38% 34% 23% Design Content Usability Satisfaction Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65 Speed Check Balance Transfer 3d Party payments View history Mobile task preference
  45. 45. Mobile satisfaction compared to desktop Preference per type of task Mobile versus Desktop frequency Mobile 80% 74% 77% 77% 72% 38% 34% 23% Design Content Usability Satisfaction Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65 Speed Check Balance Transfer 3d Party payments View history Mobile task preference Daily Weekly 2-weekly Change in behavior Monthly
  46. 46. Mobile websites?
  47. 47. Desktop Mobile 81% 71% 56% 62% 34% 42% 37% 22% Design Content Usability Speed Design Task satisfaction Desktop vs. Mobile Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65 Content Usability Speed
  48. 48. What impacts mobile (shopping) experience?
  49. 49. What impacts mobile (shopping) experience? Day to day usage Screen size vs. Content Performance Mobile browsers
  50. 50. What impacts mobile (shopping) experience? 40% 30% 40% 20% 40% 30% 25% 24% 10% 18% 11% 2% 0% Speed Design < 34 Readiness > 35 Content
  51. 51. What impacts mobile (shopping) experience? 40% < 34 > 35 30% Native 68% Mobile Web 71% 40% 20% 25% 40% Mobile Web 32% 24% 30% Native 29% 10% 18% 11% 2% 0% Speed Design < 34 Readiness > 35 Content
  52. 52. Recipe for experience
  53. 53. Customer Journey Optimize all your touch points
  54. 54. Regular website Mobile Web Native Application
  55. 55. Focus on task completion
  56. 56. 49% One device, one hand http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobiledevices.php?goback=.gmp_72842.gde_72842_member_215909354
  57. 57. Make it (feel) fast!
  58. 58. Under real Your conditions users… (3g/WiFi)
  59. 59. Under real Collect data conditions as they use it (3g/WiFi)
  60. 60. Under real Test with real conditions devices (3g/WiFi)
  61. 61. Under real conditions (3g/WiFi)
  62. 62. There’s always more than 1..
  63. 63. If anything else...
  64. 64. Focus on a fast …without it, NO time for experience content
  65. 65. Thanks! More questions? M: jtjepkema@measureworks.nl T: @jeroentjepkema W: www.measureworks.nl

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