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Mobile UX & Growth

Barcelona // Smash Tech // Dec 5, Tuenti13
Christopher Grant
User Experience Designer
digitalaltruist.com | @digitalaltruist

#SmashTech

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Mobile matters.

Mobile UX & Growth: Challenges & Opportunities

© 2013 Business Insider

digitalaltruist.com / @digitalaltruist
Mobile matters.

Mobile UX & Growth: Challenges & Opportunities

© 2013 Business Insider

digitalaltruist.com / @digitalaltruist
Mobile UX & Growth: Challenges & Opportunities

© 2013 Business Insider

digitalaltruist.com / @digitalaltruist
US Media Consumer
Consumption Share

Mobile UX & Growth: Challenges & Opportunities

© 2013 Business Insider

digitalaltruist.com / @digitalaltruist
Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Smartphone Market Share

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Tuenti Sign-Ups

Mobile UX & Growth: Challenges & Opportunities

v
No

t
Oc

p
Se

g
Au

l
Ju

n
Ju

y
Ma

r
Ap

Ma

r

Android
Web

digitalaltruist.com / @digitalaltruist
Cómo se conectan los usuarios de Tuenti

Web

Móvil

Ambas

1 día

34%

39%

26%

2 días

35%

31%

34%

7 días

35%

18%

47%
What should we do?
Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Mobile first.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Opportunities & Challenges

Mobile UX & Growth: Challenges & Opportunities

© 2013 Business Insider

digitalaltruist.com / @digitalaltruist
Mobile means
new opportunities
for growth.

Mobile UX & Growth: Challenges & Opportunities

© 2013 Business Insider

digitalaltruist.com / @digitalaltruist
Mobile means
new challenges
for user experience design.

Mobile UX & Growth: Challenges & Opportunities

© 2013 Business Insider

digitalaltruist.com / @digitalaltruist
Shorter funnels.
Full eco-system.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Shorter funnels.
Full eco-system.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Shorter funnels.
Full eco-system.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Shorter funnels.
Full eco-system.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Accounts
Photos
Contacts
History
Location
Calls
Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Too much info is scary.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
2x improvement
in downloads

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Always there.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Mobile UX & Growth: Challenges & Opportunities

© 2013 Business Insider

digitalaltruist.com / @digitalaltruist
Fuera
Mobile UX & Growth: Challenges & Opportunities

© 2013 Business Insider

digitalaltruist.com / @digitalaltruist
Fuera
Mobile UX & Growth: Challenges & Opportunities

Dentro
© 2013 Business Insider

digitalaltruist.com / @digitalaltruist
Breaking
Bad
Habits
Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Breaking
Bad
Habits
Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Infinite uses cases.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
New, untested patterns.
Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Data ≠ Conventional Wisdom
Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Always on.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Push notifications.
Location-based notifications.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
∞

Vibrating spam.
Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
iOS
Android
Blackberry
Windows Phone
Mobile UX & Growth: Challenges & Opportunities

© 2013 Business Insider

digitalaltruist.com / @digitalaltruist
Too many devices.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
iOS
Android
Blackberry
Windows Phone
Mobile UX & Growth: Challenges & Opportunities

Cash
Open
Low-end
Eager

© 2013 Business Insider

digitalaltruist.com / @digitalaltruist
Stored credit cards
High-performance
Low market share
Quick to update
2 screens sizes
Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Huge market share
Conversion tracking
Many devices
Legacy OS
Open
Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
The OS gives.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
The OS takes.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
☒

Unlimited permissions
Mobile UX & Growth: Challenges & Opportunities

☑

Auto-updates
digitalaltruist.com / @digitalaltruist
Native dev is powerful.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Native dev is slow.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Test before.
A+B Test after.
Be humble.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Design

Mobile UX & Growth: Challenges & Opportunities

Dev

digitalaltruist.com / @digitalaltruist
Mobile UX & Growth: Challenges & Opportunities

© 2013 Business Insider

digitalaltruist.com / @digitalaltruist
Minimum viable
Mobile UX & Growth: Challenges & Opportunities

Minimum delightful
© 2013 Business Insider

digitalaltruist.com / @digitalaltruist
Non-native transcends.
Mobile web.
Responsive.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Less OS access.
Performance issues.
Interaction challenges.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Millions of apps. Billions of downloads.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Easy to get lost. Hard to differentiate.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Challenges are opportunities.

Mobile UX & Growth: Challenges & Opportunities

© 2013 Business Insider

digitalaltruist.com / @digitalaltruist
We evolve by overcoming
challenges.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Disruption and evolution
go together.

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist
¡Muchas gracias!
@digitalaltruist

Mobile UX & Growth: Challenges & Opportunities

christopher@tuenti.com

digitalaltruist.com / @digitalaltruist
Reference

BFacebook’s Desktop Ad Revenues Fell $26M In Q3 As Its Mobile Ad Revenue Surged $226M
http://techcrunch.com/2013/10/30/facebooks-desktop-ad-revenues-fell-26m-in-q3-as-its-mobile-ad-revenue-surged-226m/
THE FUTURE OF DIGITAL: 2013
http://www.businessinsider.com/the-future-of-digital-2013-2013-11
Black Friday sales up 7%, mobile up 36% — and iPhone driving 450% more sales than Android
http://venturebeat.com/2013/11/29/black-friday-sales-up-7-mobile-up-36-and-iphone-driving-450-more-sales-than-android/
How Facebook secretly redesigned its iPhone app with your help
http://www.theverge.com/2013/9/18/4744904/how-facebook-secretly-redesigned-its-iphone-app-with-your-help

Mobile UX & Growth: Challenges & Opportunities

digitalaltruist.com / @digitalaltruist

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