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The Space Race: optimising for the smaller screen

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History of space travelErastothenes

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History of space travelCopernicus

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History of space travelKepler

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History of space travelGagarin

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History of space travel

2016 BBC shows Saturday Kitchen instead of Tim Peake

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The phone is BIG, man

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How big are we talking?

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The numbers• By 2020, 78% of all internet enabled devices will

be smartphones (source: IDC)• US M-Commerce market to grow from 114bn in

2015 to 251bn in 2020 (source: Forrester)• UK M-Commerce to increase to £53bn by 2024

(source: Barclays) • 89% of time spent on the phone is in apps, 11%

the mobile web (source: Nielsen) • Apps market to double in value to $70bn between

2015 and 2017 (source: Digicapital)

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What is online mobile?• Messaging/comms• Social media• Games• News• Buying stuff….

• and….

• Phone calls

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xpSo how do we optimise for mobile?

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60% portrait, 40% landscabe (Hoober research)Smaller screen real estate Multiplicity of formatsRedundancy of the concept of “the fold” New navigation itemsDifferences between phones and tablets

It’s different

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Environment and situation

http://www.travelwayfinding.com/text-walking/

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Phone Ergonomics

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Fingers do the talking• The fold is a fluid concept on

mobile• Users rarely stay in one view• Instead, there is a great deal of

swiping up and down• Footer navigation gains clicks as

users see how long a page is• Mid-page content may be ignored

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Mobile Analytics• Key metrics include:

session length, dwell time, number of swipes, time of day, GPS data

• Joining up journeys between desktop and mobile is a real challenge: deterministic, probabilistic (or make users log-in)

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Responsive Design. Or not?

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Voice search

xpApps? Mobile Sites? Or both?

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The App Ecosystem• There are distinct cultural

differences in the app ecosystem compared to websites

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Google Material Design• A new visual language for

designers and developers aimed at providing a consistent, seamless experience across Google interfaces

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App Analytics

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Fighting uninstalls

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Testing of Apps• Involves hard coding a new version• Rollout managed by Play Store/Apple Store• Testing usually involves whole experiences (e.g. moving log-in or a

level-up)• Native apps require cross platform variations• Small scale AB testing or MVT not practical• Data may not be real time (offline users)

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App Testing Platforms

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Case Study: Glassdoor

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Case Study: Glassdoor

+8%

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The ASO battleground• App Store Optimisation-

optimising for who your app ranks in Google Play and Apple Store etc

• Many of the same tactics apply to ASO as SEO

• You can run tests- but only in the Google Play Store

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Google Play store testing

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Game publishers• Most games are freemium- 1.5% of active players pay*• 50% of revenue comes from 10% of players (‘whales’)• Average payment about $13 per month• Machine Zone, Supercell, King are big players

*Source: swrve monetization report 2016

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Empire 4 Kingdoms

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Empire 4 Kingdoms

+ 16.7% INSTALLS

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Market Predictions• Mobile will continue to grow with more users, more apps, • There will be faster smartphone growth in emerging markets• Mobile advertising will continue to suffer from very low CTRs so

context and personalisation will be key• Google will continue to merge in app experiences in with the main

search results• Use of wallets and biometrics will help to increase M Commerce

conversion rates

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Five Takeaways(1) Phone culture is different(2) You may be measuring new metrics(3) User testing should happen on physical devices(4) App testing is a new skill set to learn(5) Responsive design is a tactic, not a silver bullet

xpThank You