The document discusses the importance of user experience (UX) in mobile design and its impact on return on investment (ROI). It emphasizes the necessity of simplifying mobile interfaces, understanding user context, and adapting to mobile-first design principles to enhance user engagement and conversion rates. Examples like the UK government's branding failure and Expedia's form redesign illustrate how effective UX can lead to significant financial gains.

1. MOBILE, UX &
THE QUEST FOR ROI
Jon Fox
Lead UX, OpenX
@JonFoxUX
Tuesday, October 15, 13

2. WHAT’S IN THE BOX
UX Strategy
How UX Improves a Product’s ROI
Why Mobile?
What Mobile UX Means
Designing For Mobile
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3. WHAT IS UX STRATEGY
Defining what kind of experience you want.
• Product
• Interaction
• Engineering
• Visual Design
Focus through user understanding & product market fit.
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4. BEYOND PRODUCT DESIGN
With products, UX touches all areas where a user
interacts with a brand:
•
Marketing
•
Customer Support
•
Sales
•
The Brand Itself
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5. EXAMPLE 1: OGC
Just like products, you must test a brand.
You risk not connecting with you audience, or worse...
In 2008, the UK Office of Government Commerce spent $23,000 of taxpayer
dollars on a complete redesign of their logo and branding. They did not test
with the public before a widespread launch, which included letterhead, supplies
and at a large event napkins and other collateral.
At that event people saw the logo turned 90 degrees for the first time.
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6. EXAMPLE 1: OGC
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7. WHY INVEST?
Increased Productivity
Reduced Costs
Increased Sales
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8. ROI and MOBILE
Filter ROI Metrics for Mobile Use Cases:
Speed
Context and Relevancy
Captive Audience
Task Completion
Updates
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9. ROI METRICS
Hard
Soft
1 Conversion / Acquisition
1 Engagement
2 Lead generations
2 Customer satisfaction
3 Retention
3 Loyalty to brand
4 (Targeted) traffic
4 Utilization and product / service adoption
5 Viral referrals
5 Awareness
6 Channel migration
7 Employee productivity
8 Cost savings
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10. HOW TO MEASURE UX ROI?
Conversion Rates (Understanding Your Target)
•
Engagement
•
Frequency of Use
•
Task / Activity Completion
•
Sign Ups
•
App Updates
Revenue (Understanding Your Market)
•
Ad Impressions
•
Sales
Support Costs (Understanding Your Systems
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11. EXAMPLE 2: Expedia
Too many fields and elements on forms, increases the chances of users
making mistakes.
Checkout form had one field marked “Company.” Users thought it was for
their Bank, and thus started filling
in the rest of the information for
their bank.This caused Credit Card
verification to fail. And thus
shopping cart abandonment.
Removing that field led to $12M / Year Increase in Sales
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12. WHY MOBILE?
In 2007, the iPhone really did change everything.
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13. WHY MOBILE?
Think about your 8 year old self. Now describe to your 8 year old self the
device you have sitting in your pocket and what you can do with it.
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14. TOOLS
Pocket Cameras
Internet
Navigation
Health and Fitness Support
Coupons
Search
Boarding Passes
CSS
Loyalty Programs
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Work Solutions
Mobile Payments
Commerce
Advertising
Productivity
SMS
Local Recommendations
Games
NFC
News
Music
Content Curation
Movie Tickets
Travel
Movies and TV

15. TOOLS
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16. WHY UX?
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17. WHY MOBILE UX MATTERS
Although consumers are spending 32% of their digital time on
mobile, only 10% of digital commerce is occurring there.
WHY?
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18. WHY MOBILE UX MATTERS
Google’s “Our Mobile Planet” 2013 study:
1.Cannot trust credit card security on mobile device (40%)
2.Screen size is too small (40%)
3.Cannot see detailed product/service information (27%)
4.Hard to type (25%)
5.Hard to compare prices and options (22%)
THESE ARE ALL UX PROBLEMS AND SOLVABLE
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19. NUMBERS
•
Heavy mobile data users are projected to triple to one billion by 2014. (Morgan Stanley)
•
Among American adults (18-29) who use the Internet on their phones, 45% do most of
their web surfing there. For all age groups, though, preferences are shifting away from
desktops and laptops and toward mobile devices. (6/2012, Nieman Lab)
•
Worldwide, 25% of mobile web users only use mobile web or very rarely use desktop
websites. (techi.com)
•
US consumers are spending 127 minutes per day in mobile apps, up 35% from last
year. Desktop web usage actually declined slightly by 2.4% from 72 to 70 minutes.
Nearly two times more time in mobile apps than on the Web. (12/2012, Techcrunch)
•
More than 39% of people use their smartphone at least once a day while watching TV,
62% say they do this multiple times a week and 84 percent do at least once a month.
(11/2012, Nielsen)
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20. NUMBERS
Takeaway:
The growing demographic for mobile usage is youth.
Youth spend more money online than any other group.
The experience needs to be better.
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21. NUMBERS
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22. NUMBERS
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23. ELEMENTS OF MOBILE UX
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24. WHY UX FOR MOBILE?
Context:
For the first time there is a context for software
applications beyond sitting at a desk.
Environment:
Mobile users are out in the world, doing other things,
with other people and distracted.
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25. WHY UX FOR MOBILE?
Speed:
Mobile users need to get information and perform
actions quickly while doing other things.
Filling Time:
In line, waiting for someone or using it for distraction.
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26. WHY UX FOR MOBILE?
Next Generation:
The next generation of users is upon us. They’re context
is touch, mobility and speed. Reaching them requires
intuitive design.
For better or worse,
they are...
Mobile First.
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27. MOBILE FIRST
Forces you to focus and prioritize your products by
embracing the constraints inherent in mobile design.
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28. MOBILE FIRST
"When a team designs mobile first, the end result is an
experience focused on the key tasks users want to
accomplish without the extraneous detours and
general interface debris that litter today's desktopaccessed Web sites. That's good user experience and
good for business."
- Luke Wroblewski
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29. MOBILE FIRST:
A Spice Not A Main Course
Like all aspects of product design, Mobile First may or may not
be the right strategy.
Depends on goals of the
product, the needs of the
business and the flexibility
required to deliver
experiences to users.
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30. UX SOLUTIONS FOR MOBILE
Simplification
Design Focus
Screen Size
Multi-Device / Gesture
Multitask
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31. Over Reliance on Features that Few Use =
COMPLEXITY
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32. DESIGNING FOR MOBILE
Personas aren't static.
Fragmented experience, Users distracted.
Simplicity.
Always on.
Speed.
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33. DESIGNING FOR MOBILE
PERSONAS:
An individual user may shade through several personas in the course of
a day, each adapted to its context and possessing its own idiom of
words, gestures, interactions, and expectations.
FRAGMENTED:
Build for flow
Build for grace under fire
Must be tested in the world, not in a lab.
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34. DESIGNING FOR MOBILE
SIMPLICITY:
Products used to be complex to push features first.
Mobile has changed that. It forces simplicity.
Quick, easy to understand and free from distraction.
Big Buttons
Clear Text Labels
Easy, short text
ALWAYS ON:
Mobile demands an "always on" mentality for content portability. It is
an extension of what they were doing at their desk but also what they
want to do right now.
Must be goal oriented, free of distractions and dark patterns.
Focused Experience
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35. DESIGNING FOR MOBILE
Speed
• 74% of mobile users will leave a site if it takes longer than 5 secs
to load.
• The average size of a web page in 2012 was 1.25MB.
• Assuming this trend continues, average page sizes in 2014 will be
over 2 MB.
• 3G network speeds are 40% slower and 4G/LTE connections are
12% slower on average than desktop connections.
• 86% of responsive designs tested from a sample of 347 sites sent
the same assets/files to all devices.
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36. BEYOND MOBILE
We need to consider how this impacts the next generation
of interaction design.
Non-touch based gestures, speech, wearables
and flexible interfaces.
The line between computer and human interaction will continue
to blur and mobile is the first step. By focusing design patterns
on context and simplicity, we can create products that will
continue to change the world.
New opportunities for UX, monetization and product design.
What will you create?
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37. BEYOND MOBILE
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38. Q&A
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39. ACKNOWLEDGEMENTS
• Simple and Usable by Giles Colborne
• Designing for Mobile Superpower
by Joanna Proulx. UX Magazine
• Tapworthy by Josh Clark
• Why Mobile ROI is So Hard on Medium.com
by Ameet Ranadive, Twitter
• The Internet by You
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