The document outlines the process of designing a mobile experience over eight weeks, emphasizing user-centered design and rapid iterations. It highlights the importance of analyzing user data and device types to create high-performance sites tailored to customer needs. Additionally, it discusses the advantages of hybrid web apps and provides tips for enhancing mobile usability and conversion rates.

1. Designing the mobile experience8 weeks of customer love @OptimiseOrDie

2. Naked self promotionUser Experience dogsbody

3. Usability testing & User centred design

4. A/B and Multi-variate testing

5. Customer Research & Insight

6. Web Analytics

7. Browser and email compatibility

8. On-site search analysis

9. Site, Page and Campaign optimisation

10. Online self-servicing and contact deflection

11. Test design and execution

12. A long usable site portfolio

13. ROI on UX improvements

14. Over 16 years of boring meetings

15. CX Manager for Belron® (Autoglass®)

16. I get to do interesting stuff with crowdsOutlineWhere did we start?What did we find out?How we built the siteThe tools we usedBenefits of this methodTips and TricksHybrid web apps

17. Ego and Opinions?CEOITMarketingWho designs the mobile site ?ProductBrandPesky Meddling FoolsWeb/OnlineTHE CUSTOMER

18. Wheredidwestart?We want a mobile site nowWe want zillions of zany appsWe want everything on everything for everywhere£xxxM online channelMobile represents an opportunity (no kidding!)Buy off the shelf?Spend lots on consultants?Go app crazy?Lets do some analysis first

19. Bango analysisWhy Bango?Solid device detection and analyticsFast, very very fastExtremely accurate worldwideFantastic reporting, filtering, data analysisGlobal reach handled with easeCheapWho is knocking on the door?

20. Analysis33 countries, 17 languagesFirst pass – entry pointsAnalysed data for 3 month periodFiltered to phone, smartphone, tablet, games console and media playersSome tweaking by hand for new devices (Samsung)4 days of solid work to crunch

21. InterestingstuffApple is huge – everywhere (apart from USA)Apple, Blackberry, Nokia, HTC are our key groups for volumeSmartphones rule the roost – older phones are long tail and very fragmentedAndroid devices are small but growing very fast (HTC = 400% in 3 months)The UK mobile traffic is 3 times larger than FR or DE USA has over 50% of our worldwide trafficWe get 3% mobile traffic worldwide, 6% in the UKIf we convert @ 5% (easy) then 300k per month revenueWe have 444 devices to support in key mobile markets!Some data (groan)

22. Device type mix

23. % of site arrivals – by country

24. Device Mix - UK

25. Device Mix - FR

26. Yeah, sowhat?We need to find out handsets but what metric?By country mix?By worldwide?Just build for Apple?In the end, a key market perspectiveTop handset list to aim for drawn up (weighted)Device clustering (webkit/good coding)88% of our worldwide traffic can be served by hitting the 19 handsets that represent 92% of our key market arrivals19 handsets!In practice, clustering helps us reach over 95%

27. Our handset mix

28. Whatnext?Your mix will be differentDon’t look at market stats – misleadingVisits do not mean conversionRemember that conversion varies (FR 11%, DE 3% for the same device)Graceful degradation opted forTime to get cracking!

29. The sweet spot!Tech CapabilityCustomer Mental ModelsBusiness Capability

30. ObjectivesSupport over 90% of handsets High performance site, even in poor data conditionsPage weight 10-15k max for any page, 4-8k normalRapid build via iterative, User Centred Design processCore functions only – concentrate on revenue, not gimmicksOptimal experience for device capabilitiesUse phone hardware (GPS, Touch, Call, Email)App like build, but for mobile site

31. UCD lifecycle (2 weekiteration)Research

32. Whatdidwe use?BangoMarketSurveys

33. Stats8 weeks build8 Usability tests, 48 handsetsiPhone app and main site reworked at same time50+ software buildsOne usability test per weekCross testing synergies – solve problems in more than one placeImprove non mobile platform from mobile work!No more ‘stick it in the menu’

34. BenefitsVery fast build – post research, 8 weeks to build 3 cross platform sitesFocused on the user (but not driven by them)Align business and tech capability with customer ‘models’Rapid iterations = fast feedbackBuilds woven around testing for maximum insightCustomer match is awesome, very awesomeNew models – Leave at branch, Leave keys at homeIt does what it says on the tinHigh performance (low Kb, low calls, device capability match)

35. Tips and TricksResearch YOUR customers and what they have in their handsGet some brilliant codersUse a top notch Usability agencyEmploy a dedicated copy specialistListen to customers, not your inner geekGet intent from your current siteTake advantage of clusteringUse a testing service and BUY handsetsAim for performance, always alwaysalwaysPerformance does not mean poor designHybrid web apps are the future

38. Hybrid web appsYou can do hardware features using a websiteGPS, Touch, Call now – all used by this siteHybrid web apps allow you to have the simplicity of an app, but without the hassle and time to marketYou can do this stuff on Android, Apple, BlackberryCool tricks can be done like the google ‘bump’Techniques like Ajax can be used to drive dataPerformance is paramount but possibilities endlessYou can compile hybrid web apps -> Apple, Android etc.See me for a list of resources here

39. Plans…Mobile site and app – Launch 3 weeksRollout to key marketsResearchReview and iterate another buildBack to the lab again – UCD ROCKS!More hybrid stuffFollow the money!Update next year?

40. Further reading…Email : Sullivac@gmail.comTwitter : @OptimiseOrDieuk.linkedin.com/in/craigsullivan

41. Any questions...

42. Reading material...

43. Additional booksUsabilityDon’t make me think – Steve KrugHomepage usability – Jakob NielsenNeuro Web design – Susan M. WeinschenkInformation Architecture – Morville and RosenfeldWeb AnalyticsWeb analytics an hour a day – Avinash KaushikAdvanced Web Metrics with Google Analytics – Brian CliftonActionable Web Analytics – Jim SterneOptimisation and TestingAlways be Testing – Bryan EisenbergLanding Page Optimization – Tim Ash

44. Additional booksPerformanceHigh performance websites - Steve SoudersWebsite Optimization - Andrew B. KingForms DesignForms that Work - Caroline JarrettFilling in the blanks - Luke WroblewskiDefensive design for the web - 37 signalsSearch AnalyticsSearch Analytics - Hurol Inan