Share of mobile traffic rises dramatically in the recent years. Products in Turkey, being a mobile driven market, has to deal with this rapid mobile traffic expansion. Several strategies including deeplinking and new technology approaches like Progressive Web Apps has to be implemented in order to cope with this new challange. This presentation briefly goes over those strategies and provide a guidance for mobile product managers and developers.

1. How to Deal with
Mobile Traffic Expansion
Mevlana M. Gürbulak
@MevlanaM
@UXTurkiye

2. Mobile Traffic
Desktop Traffic
2015
Traffic
Time

3. responsive sites
m.domains
mobile first
native apps

4. Main challenge is
Conversion

5. • Device fragmentation
• Connection issues
• Form factor
• Browser capabilities

6. Strategy One
Use the power
of the native
apps

7. 1-Deeplinking
Deeplinking simply means
sending the user with a URL
directly to the same page in
the native app.

8. 1-Deeplinking

9. 2-App Indexing
Index your apps pages on
Google so that users can reach
directly to your app even if your
app is not installed

10. 2-App Indexing

11. 3-App Streaming
App streaming enables users to
reach the content of an app
without installing it.

12. Strategy One
Use the power
of the native
apps

13. Desktop Apps to Web Apps
http://adaptivepath.org/ideas/ajax-new-approach-web-applications/
Despite this, Web interaction designers can’t help but feel a little envious of
our colleagues who create desktop software.
Desktop applications have a richness and responsiveness that has seemed
out of reach on the Web.
The same simplicity that enabled the Web’s rapid proliferation also creates a
gap between the experiences we can provide and the experiences users can
get from a desktop application.

14. AJAX
Ask the server for more information without
having to download the whole page again
(asyncronous data retrieval) thanks to
XMLHttpRequest by Ajax

15. Web Sites vs Native Apps

16. Desktop Apps to Web Apps
http://adaptivepath.org/ideas/ajax-new-approach-web-applications/
Despite this, Web interaction designers can’t help but feel a little envious of
our colleagues who create desktop software.
Desktop applications have a richness and responsiveness that has seemed
out of reach on the Web.
The same simplicity that enabled the Web’s rapid proliferation also creates a
gap between the experiences we can provide and the experiences users can
get from a desktop application.

17. Web Sites vs Native Apps
http://adaptivepath.org/ideas/ajax-new-approach-web-applications/
Despite this, Web interaction designers can’t help but feel a little envious of
our colleagues who create native applications.
Native applications have a richness and responsiveness that has seemed
out of reach on the Web.
The same simplicity that enabled the Web’s rapid proliferation also creates a
gap between the experiences we can provide and the experiences users can
get from a native application.

18. Strategy Two
Create app-like
experience
on the web

19. What’s Missing on Web
Homescreen Access
Engagement
Offline Mode
Performance
Experience

20. Progressive Web Apps
Progressive Web Apps are
experiences that combine the
best of the web and the best
of apps. It uses modern web
capabilities to deliver an app-
like user experience on web.

21. What’s Missing – Homescreen Access

22. What’s Missing – Homescreen Access

23. What’s Missing – Homescreen Access

24. What’s Missing – Homescreen Access

25. What’s Missing on Web
Homescreen Access
Engagement
Offline Mode
Performance
Experience

26. What’s Missing on Web
Homescreen Access
Engagement
Offline Mode
Performance
Experience

27. What’s Missing – Offline Mode

28. What’s Missing – Offline Mode

29. What’s Missing on Web
Homescreen Access
Engagement
Offline Mode
Performance
Experience

30. What’s Missing on Web
Homescreen Access
Engagement
Offline Mode
Performance
Experience

31. Progressive Web Apps
Progressive - Work for every
user, regardless of browser
choice (well almost)

32. Progressive Web Apps
Responsive - Fit any form factor:
desktop, mobile, tablet, or
whatever is next.

33. Progressive Web Apps
Enhanced Connectivity -
Enhanced with service workers
to work offline or on
low quality networks.

34. Progressive Web Apps
App-like - Feel like an app
to the user with app-style
interactions and navigation.

35. Progressive Web Apps
Fresh - Always up-to-date
thanks to the service worker
update process.

36. Progressive Web Apps
Safe - Served via HTTPS

37. Progressive Web Apps
Discoverable - Are identifiable
as “applications” and search
engines can find them.

38. Progressive Web Apps
Re-engageable - Make re-
engagement easy through
features like push notifications.

39. Progressive Web Apps
Installable - Allow users to “keep”
apps they find most useful on
their home screen without the
hassle of an app store.

40. Progressive Web Apps
Linkable - Easily share via URL
and not require complex
installation.

41. Service Workers

42. Service Workers
A service worker is a script that is run by
your browser in the background, separate
from a web page.

43. Service Workers
• Background synchronization: Start up a service worker even when no
users are at the site, so caches can be updated, etc.

44. Service Workers
• Background synchronization: Start up a service worker even when no
users are at the site, so caches can be updated, etc.
• Reacting to push messages: Start up a service worker to send users a
message to tell them new content is available.

45. Service Workers
• Background synchronization: Start up a service worker even when no
users are at the site, so caches can be updated, etc.
• Reacting to push messages: Start up a service worker to send users a
message to tell them new content is available.
• Reacting to a particular time & date

46. Service Workers
• Background synchronization: Start up a service worker even when no
users are at the site, so caches can be updated, etc.
• Reacting to push messages: Start up a service worker to send users a
message to tell them new content is available.
• Reacting to a particular time & date
• Entering a geo-fence

47. The Progressive Web App Experience
• Reliable: Fast loading, offline and on weak networks
• Fast: Smooth animation, scrolling and navigation
• Engaging and integrated:
On the home screen, no URL bar, icons, splash
Re-engaging with push notifications
• Consistent experience across browsers (still in
progress)

48. Overall Strategy
Mobile SitesNative Apps
Deep Linking
App Indexing
App Streaming
Make use of new technologies
Progressive Web Apps
Better Experience

49. Thank you!
Mevlana M. Gürbulak
@MevlanaM
@UXTurkiye