Getting Mobile Right

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    09-May-2015
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    Business

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Smartphones and tablet devices have grown to play a leading role in how consumers access media and make purchasing decisions. Expectations about what makes for an ideal mobile experience depend on the motivations and behaviors of users. Successful outcomes require tailoring communications so they take full advantage of unique device interaction styles, context of usage and technical constraints. This presentation provides tips and best practices on creating mobile-friendly experiences that surprise and delight.

Transcript of Getting Mobile Right

  • 1.Getting Mobile Right Getting Mobile Right The Experience AdvantageCharles WiedenhoftDirector, Business Planning & OptimizationRed Door Interactive@cwiedenhoft #MobileUX

2. Getting Mobile Right 1. Trends 1T d 2. Devices & Contexts 3. Case Studies 4. Group Activity 5. Experience Design 3. Getting Mobile Right50 Percent Half of U S mobile subscribers U.S. now own a smartphone.Source: http://goo.gl/2cY6m 4. Getting Mobile Right Smartphone Gap Closes February, 201250%Source: http://goo.gl/2cY6m 5. Getting Mobile Right Mobile Traffic Sample Red Door Clients 6. Getting Mobile Right Mobile Web Surpasses Fixed Internet in 2013Source: http://goo.gl/R2d1 7. Getting Mobile Right What do people do on mobile? They Consume Content 8. Getting Mobile Right What do people do on mobile? Watch Videos, Play Games, Sharing Instagram is now worth $77 million per employee. The Atlantic, April 2012, p In 6 weeks was downloaded over 20+ million times times. Business Insider, March 2012 9. Getting Mobile Right What do people do on mobile? They Shop17 million of Paypals100 million accountholders have shoppedon their phones. P P l F bPayPal, February 201230% of GILTs BlackGILT sFriday revenue wasfrom mobile sales. Boston Globe, December 2011 10. Getting Mobile Right What do people do on mobile? They Shop17 million of Paypals100 million accountholders have shoppedon their phones. P P l F bPayPal, February 201230% of GILTs BlackGILT sFriday revenue wasfrom mobile sales. Boston Globe, December 2011 11. Getting Mobile Right Multi-channel Touch Points acquire consumebecome loyal y 12. Getting Mobile Right File with a Photo SnapTax 13. Getting Mobile Right Waiting Time is Shopping Time Tescos Subway Virtual Store 14. Getting Mobile Right 15. Getting Mobile Right Competition Without Boundaries Amazon Price Check 16. Getting Mobile Right Business Model TransformationBest Buy Connected Stores 17. Getting Mobile Right 15 BillionThe number of Internet connecteddevices will grow to twice theworlds population by 2015.Source: http://goo.gl/JThnf 18. Getting Mobile Right Web-enabled Contexts and Devices Internet of Things 19. Getting Mobile Right Engaging Mobile UsersSmartphoneS t h TabletT bl tUsed on average 40 times Used primarily for per day in short time bursts leisure with longerAlways on Always-on and always with youalways-with-you duration of focusMore personal than tablet and not Peak usage on nights and weekends as likely to be shared or me timeGames, productivity tools and social Replaced the laptop at home media are top uses Feeling of discovery and willingnessConcise snippets of contentto exploreLocation aware Large screen offers better webHigher interaction costs gbrowsing experienceAOV = $80* Spend 50% more than PC users* AOV = $123*Source: http://goo.gl/xXKAb 20. Getting Mobile Right Mobile Sites vs. AppsMobile Optimized WebsiteM bil O ti i d W b itMobile App M bil APros:Pros: Mass-market appeal Superior at fulfilling specific tasks Search-engine friendly Perceived as faster than mobile sites Can drive ad traffic Can offer better usability (for now) Easier to link and share information Access native device hardware Retains cross-platform capabilities Users expect wow elements with HTML 5 offers app-like experiencesnatural UI and rich media Unrestricted by walled gardens Micro-payments engine built in Less cost to maintain over timeCons:Cons: Not available in browsers Limited access to device hardware Confined to app store Usability not as good as app (yet) Extra platform development costs Publish in multiple placesp p 21. Getting Mobile Right What s Whats First?How to identifyyour mobile priorities. 22. Getting Mobile Right Case Study Closing the Produce Gap 23. Getting Mobile Right 24. Getting Mobile RightCase StudyClosing the Produce GapGoal Provide users with a fast, easy way to find avocado information while in the produce aisleTactics Create a mobile-friendly site with nutritional content Optimize nutrition keywords fornutrition mobile search Evolve mobile content strategy to further engage usersRlResults Recipes now make up the top content viewed on CACs mobile site 25. Getting Mobile Right 51 PercentA majority of Hispanics use their smartphoneas their primary Internet device. 26. Getting Mobile Right Case StudyMobile Traffic is Cultural Goal Register new card membersthrough the mobile channel Tactics Deploy mobile site Streamline registration form Boost user confidence Results Mobile enrollments have doubled 27. Getting Mobile Right Case Study Texting at the Tableside 28. Getting Mobile RightCase Study Texting at the Tableside Goal Grow email subscriber list bysimplifying mobile sign-up process Tactics T ti Implement SMS campaign for emailnewsletter opt-in Develop & deploy welcome email pp ysent to users after signing up toencourage profile updates Results 13 000+ sign-ups via SMS13,000+ 167 average weekly sign-ups 29. Getting Mobile RightCase Study Texting at the Tableside Goal Grow email subscriber list bysimplifying mobile sign-up process Tactics T ti Implement SMS campaign for emailnewsletter opt-in Develop & deploy welcome email pp ysent to users after signing up toencourage profile updates Results 13 000+ sign-ups via SMS13,000+ 167 average weekly sign-ups 30. Getting Mobile Right Activity!A 7 minute workshop on identifyingyour mobile priorities. 31. Getting Mobile Right The only man who behaves sensibly is my tailor;y y He takes my measure anew each time h sees me,i he While all the rest go on with their old measurements and expect me to fit them. George Bernard Shaw 32. Getting Mobile RightTailored Approach Before AfterMobile Website 33. Getting Mobile Right Singular Approach Banner Ad Landing PageDisplay Media Campaign 34. Getting Mobile Right Tailored Approach Banner Ad Landing PageDisplay Media Campaign 35. Getting Mobile RightTailored Approach Before AfterTablet Optimized Website 36. Getting Mobile Right Singular ApproachEmail InvitationLanding Page App Walled Garden 37. Getting Mobile Right Getting Mobile Right G tti M bil Ri ht Monitor After 1 Make informed decisions 2 Align content with context 3 Keep trying new thingsNow is the fun part! 38. Getting Mobile Right Thank You!charles@reddoor.biz @cwiedenhoft