By Kacper Sulisz, CEO in inFullMobile

1. What are users expecting from
mobile assets, today and
tomorrow?
20.06.2017
by Kacper Sulisz

2. Why am I here?
• Digital Products Design and Development Studio
• 8 years of experience
• Fortune 100 clients & startups
• Global client base,
• Touched numerous verticals,
2

3. Why are you here?
Mobile is a moving target.
Companies saw mobile but they underestimated the
velocity.
Not the strongest that survive but the ones that adapt
quickest.
3

4. Mobile Growth is stagnating
Global Smartphone Shipments Slowing
+3% vs. +10% Y/Y
4KPCB Internet Trends 2017

5. …or is it?
Engagement however is on the rise.
• Solid Growth...+4% Y/Y
• Mobile >3 Hours / Day 2016
Not cannibalising other channels.
5KPCB Internet Trends 2017

6. Design
6
01

7. 7
Investment in design
https://techcrunch.com/2017/05/31/here-are-some-reasons-behind-techs-design-shortage/

8. 8
Design Acquihire
Design In Tech Report 2017 - https://designintechreport.files.wordpress.com/2017/03/dit-2017-1-0-7-compressed.pdf
• Over 70 high end design agencies have been
acquired since 2004.
• Over 50% of which have been acquired since 2015

9. m-commerce conversion
Global retail e-commerce conversion rates (by device type):
9Monetate - http://info.monetate.com/ecommerce_report_EQ4_2016.html
Q4 2016
Desktop 4.1%
Tablet 3.6%
Smartphone

10. m-commerce conversion
Global retail e-commerce conversion rates (by device type):
10Monetate - http://info.monetate.com/ecommerce_report_EQ4_2016.html
Q4 2016
Desktop 4.1%
Tablet 3.6%
Smartphone 1.6%

11. m-commerce conversion
“What would incline you to make a greater
part of your purchases on mobile?”
11MarketLive, October 2015

12. m-commerce checkout UX
5 out of 10 reasons for limited mobile purchases are checkout related:
12
easier checkout
alt. payments
1-click checkout
Pre-population
Shared profile
0 10 20 30 40
12%
14%
29%
34%
39%
MarketLive, October 2015

13. m-commerce checkout UX
Frustrating User Experience:
• Average number of pages for mobile checkout ~3
• Average number of checkout input fields 13 - 16
• ~ 25% tier 1 brands have NO expedite payment options
13Vertical 2016

14. Android Pay
works in apps AND web apps
• SeatGeek - increase by 80%
• Indiegogo - increase by 2.5x
14Forget Stores: Apple Pay Is Already Taking Over Mobile Shopping

15. Who are the winners?
Beyond Mobile First:
• HomeDepot
• Estée Lauder
Major Updates:
• Tory Burch
• Louis Vuitton
• Coach
15http://go.applause.com/rs/539-CKP-074/images/ARC-The-Best-and-Worst-Rated-Retail-Apps-2015.pdf

16. Chatbots & Messaging
16
02

17. 17
Why chatbots?
• 58% millennials already used a chatbot,
• 70% described their experiences as very positive / positive,
• 86% want brands to “promote deals, products and services”,
• 51 percent of people say a business needs to be available 24/7
• 49.4 percent would rather contact a business through messaging
than phone
• Conversational data is extremely interesting and actionable.
(vs. cookies / analytics)
Retale: https://goo.gl/9ZRF8Y
🤖
Venturebeat: https://goo.gl/m2b8yP

18. 18
DoNotPay
Lawyer bot
• LON & NYC
• 250,000 parking ticket submitted,
• 64% success rate appealing $4m parking tickets.

19. 19
KAI Banking
Mastercard PFM
• Enquire about their accounts,
• Review purchase history,
• Monitor spending levels,
• Learn about benefits

20. 20
H&M
Stylist
• Innovation on catalog paradigme,
• Couple of basic questions,
• Gives suggestions,
• Converts to purchase

21. Who embraces chatbots?

22. 22
Who embraces chatbots?

23. Go HIGH on Visual
23
03

24. Why?
• 1/10s is what it takes us to understand a visual
message
• 70% of all receptors are in the eyes
• 50% of our brain is involved in visual processing
• Visuals provide 2 digit engagement increase (vs. txt)
24http://www.visualcapitalist.com/13-scientific-reasons-infographics/

25. Both Android and iOS now allow for more than just text
in Push Notifications:
• Picture
• GIF
• Video
• Audio
Rich Push Notifications Increase Engagement by 56%
(vs. standard notifications)*
25
Rich Push Notifications
*Urbanairship: https://goo.gl/EFCuXv

26. Estée Lauder
26
• Make images part of your interface
• Optimise for interaction with those images

27. • Image Search
• Object Search
• AR
27
Computer Vision

28. “By 2020, at least 50% of all searches online will be
through voice or image search”
Baidu chief scientist Andrew Ng.
28
Image Search

29. 29
Object Search

30. 50% of Houzz app shoppers used the preview-a-
product feature
Those users ultimately spent three times longer on the
app.
30
Augumented Reality
CNN Tech

31. 31
Augumented Reality
Beauty
YouCam
2.7M downloads
4.5 ⭐
L’Oreal
? downloads
4+ ⭐

32. VUI (Voice User Interfaces)
32
04

33. 33
Voice Search
• 20% of all searches on Android are Voice
• Siri +2B commands per week
Search is going voice

34. • 11 million units sold before 2016 holiday season
• Similar iPhones in the comparable time period since
launch,
34
Voice Search
Statista
SeattleTimes

35. 35
Voice Search - open ecosystem
Proliferation is rising
Skills and Alexa Voice Service Google Assistant Actions ?

36. Big Box 2016
36
Voice Search
Subheader

37. Big Box 2016
37
Voice Search
Subheader

38. Q&A
38