How to develop successful mobile products
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Transcript of How to develop successful mobile products
![Page 1: How to develop successful mobile products](https://reader033.fdocuments.net/reader033/viewer/2022061300/54c6e3c64a795979608b4581/html5/thumbnails/1.jpg)
How to develop
successful mobile
products
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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
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520m visits across all platforms
(YoY +23%)
95.1m cross-platform visitors
to our web-sites
(YoY +8%)
5,720websites hosted by us
(+5% YOY)
1,228estimated mobile-only
websites hosted by us
(+29% YoY)
…makes us a good barometer
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visits on mobile devices28m in January
(YoY +36%)
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What does mobile change?
• What consumers do
• How they do it
• When they do it
Life – has got complicated!
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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)
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Usage patterns fluctuate comparing Sunday…
Shortlist and DiscoveryIgnition (Tablet and Mobile) Editorial / Video ReviewsAuto 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
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…to a week day
Shortlist and DiscoveryIgnition (Tablet and Mobile) Editorial / Video ReviewsAuto 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
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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%
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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
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Are all experiences the
same?
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Different platforms – different uses
• Time of day
• Location
• Task
…lots of user journeys
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What do consumers see as good?
1. Quality and speed of car locators
2. Accurate information
3. Quality images
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What do consumers see as good?
On mobile…
1. Speed of content
2. Easy to read
3. Straight forward to
navigate
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Responsive or optimised?
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Site user experience (Google rating)
90%
99%
91%96%
99%
78%
88%
99%
83%
100%
94%99%
93%
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Site response speed (Google rating)
84%
69%
77%
84%
58%
51%
33%
58%60%
67%
46%
62%60%
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Device management
- Same URL
- Smaller foot print
- Optimised for mobile
Constantly evaluate new devices
Swap traffic between experiences
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We’re in the software
business now
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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
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Good architectureChoose the right architecture
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Simple
Scalable
Measurable
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Go agile
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Card wall – multiple streamsStatus
New build requests
Changes
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Continuous delivery
• Automated testing at commit time
• Automated integration and smoke tests
• Deployment
• Live monitoring
1,815 software releases
(YoY +31%)
94% release success
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Build the right product
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Product discovery – an emergent field
• Minimum Viable Products
• Understand what gets traction
• Find sticking points
• Move fast to grow quicker and remove
problems
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Dual track agile
DEALERSDIGITAL
MARKETINGCUSTOMERS
Product discovery
Data Experiments
Product delivery
AgileContinuous
delivery
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How do we measure ‘right’?
Acquire
Activate
Retain
ReferRevenue
Assign a value
to each stage of
the funnel
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Scaling up
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Squads
• Mini start up
• All the skills needed
in the squad
• Balance of product,
tech and delivery
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Squads delivering mobile…
Home page Selling Native apps
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Find the right people
“The war for talent is over.
Talent has won.”
Deloitte Consulting – Dec 2013
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Deep skills
Broad skills
T-shaped people
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Deep skillsJava, MVC
Broad skillsHTML, JavaScript, SQL, estimation, automated
testing, business analysis
T-shaped people
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“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
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More important Less important
Measurability OVER Hunches
Built-in flexibility OVER Resistance to change
Continuousdelivery
OVER Big projects
Good people OVER Fill the role
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Thank you
@adrian_m0ss