How to develop successful mobile products

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Consumers use multiple screens during their day for different purposes and at different times. It’s no longer sufficient to simply have a website, a strategy for multiple screens including smart phones and tablet’s is essential. Sites that don’t cater for each platform will lose users as they move between different screens. New technologies have enabled fast moving entrants to gain a foothold in many markets before established businesses have had a chance to respond. How can businesses respond to challenge of keeping up?

This talk will look at how companies can embed mobile and tablet technologies into their digital strategies. It will cover key technologies for mobile development as well as the management challenge of keeping pace with technology driven change.

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How to develop successful mobile products

  1. 1. How to develop successful mobile products
  2. 2. AutoTrader’s tech estate…. • Consumer mobile website • iOS and Android mobile and tablet apps • Apps for dealers • Mobile sites for dealers • Mobile vehicle locators for manufacturers • Mobile web sites for dealers
  3. 3. 520m visits across all platforms (YoY +23%) 95.1m cross-platform visitors to our web-sites (YoY +8%) 5,720 websites hosted by us (+5% YOY) 1,228 estimated mobile-only websites hosted by us (+29% YoY) …makes us a good barometer
  4. 4. visits on mobile devices 28m in January (YoY +36%)
  5. 5. What does mobile change? • What consumers do • How they do it • When they do it Life – has got complicated!
  6. 6. Expect visits from buyers who want it now! 45% visit dealers directly Sources: * AT.co.uk Survey July 2012 (with mobile users filtered) **AT mobile response survey May 2012 (.mobi users)
  7. 7. Usage patterns fluctuate comparing Sunday… Shortlist and Discovery Ignition (Tablet and Mobile) Editorial / Video Reviews Auto Trader.co.uk (PC and tablet browser) Editorial / Video Reviews SUNDAYS 3% 3.5% 4% 5.3%5.5% 4.5% 6.6% 6.2% 6% 7.8% 7.2% 9.5% Desktop
  8. 8. …to a week day Shortlist and Discovery Ignition (Tablet and Mobile) Editorial / Video Reviews Auto Trader.co.uk (PC and tablet browser) Editorial / Video Reviews 3.5% 4% 2.5% 5.8% 5% 3% 5.8% 6% 5.5% 8.2% 9% 13% Desktop
  9. 9. We can’t predict how this is going to end 1992 2013 (iPhone 4s) % Change Price £1,500 £289 -80% Standby time 8 hours 200 hours +2400% Talk time 20 minutes 8 hours +2300%
  10. 10. Sustainable software • Deciding what to build • How to build it (who, UX and architecture) • Give teams autonomy • Let data guide the product • Find good people
  11. 11. Are all experiences the same?
  12. 12. Different platforms – different uses • Time of day • Location • Task …lots of user journeys
  13. 13. What do consumers see as good? 1. Quality and speed of car locators 2. Accurate information 3. Quality images
  14. 14. What do consumers see as good? On mobile… 1. Speed of content 2. Easy to read 3. Straight forward to navigate
  15. 15. Responsive or optimised?
  16. 16. Site user experience (Google rating) 90% 99% 91% 96% 99% 78% 88% 99% 83% 100% 94% 99% 93%
  17. 17. Site response speed (Google rating) 84% 69% 77% 84% 58% 51% 33% 58% 60% 67% 46% 62% 60%
  18. 18. Device management - Same URL - Smaller foot print - Optimised for mobile Constantly evaluate new devices Swap traffic between experiences
  19. 19. We’re in the software business now
  20. 20. Built to last – who will build it? • In house • Long term partner • Onsite third party • Multiple third parties • Number of open tickets • Mean time to close More desirable Less desirable
  21. 21. Good architecture Choose the right architecture
  22. 22. Simple Scalable Measurable
  23. 23. Go agile
  24. 24. Card wall – multiple streams Status New build requests Changes
  25. 25. Continuous delivery • Automated testing at commit time • Automated integration and smoke tests • Deployment • Live monitoring 1,815 software releases (YoY +31%) 94% release success
  26. 26. Build the right product
  27. 27. Product discovery – an emergent field • Minimum Viable Products • Understand what gets traction • Find sticking points • Move fast to grow quicker and remove problems
  28. 28. Dual track agile DEALERS DIGITAL MARKETING CUSTOMERS Product discovery Data Experiments Product delivery Agile Continuous delivery
  29. 29. How do we measure ‘right’? Acquire Activate Retain Refer Revenue Assign a value to each stage of the funnel
  30. 30. Scaling up
  31. 31. Squads • Mini start up • All the skills needed in the squad • Balance of product, tech and delivery
  32. 32. Squads delivering mobile… Home page Selling Native apps
  33. 33. Find the right people “The war for talent is over. Talent has won.” Deloitte Consulting – Dec 2013
  34. 34. Deep skills Broad skills T-shaped people
  35. 35. Deep skills Java, MVC Broad skills HTML, JavaScript, SQL, estimation, automated testing, business analysis T-shaped people
  36. 36. “Lastly, start ups are a big part of a new movement back to the city. Young people increasingly turn away from suburbia and move to hip urban districts, which become breeding grounds for new firms.” The Economist – January 2013
  37. 37. More important Less important Measurability OVER Hunches Built-in flexibility OVER Resistance to change Continuous delivery OVER Big projects Good people OVER Fill the role
  38. 38. Thank you @adrian_m0ss

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