Getting Mobile Right

Getting Mobile Right

The Experience Advantage

Getting Mobile RightThe Experience Advantage

Red Door InteractiveDirector, Business Planning & OptimizationCharles Wiedenhoft

@cwiedenhoft #MobileUX

Getting Mobile Right

1 T d1. Trends2. Devices & Contexts3. Case Studies4. Group Activity5. Experience Design4. Group Activity

Getting Mobile Right

50 Percent50 PercentHalf of U S mobile subscribersnow own a smartphone.Half of U.S. mobile subscribers

Source: http://goo.gl/2cY6m

Getting Mobile Right

February, 2012Smartphone Gap Closes

50%

Source: http://goo.gl/2cY6m

Getting Mobile Right

Red Door ClientsMobile Traffic Sample

Getting Mobile Right

Mobile Web Surpasses Fixed Internet in 2013

Source: http://goo.gl/R2d1

Getting Mobile Right

They Consume ContentWhat do people do on mobile?

Getting Mobile Right

Watch Videos, Play Games, SharingWhat do people do on mobile?

Instagram is nowInstagram is now worth $77 million per employee.

The Atlantic, April 2012, p

In 6 weeks was downloaded over 20+ million times20+ million times.

Business Insider, March 2012

Getting Mobile Right

They ShopWhat do people do on mobile?

17 million of Paypal’s 100 million account holders have shopped on their phones.

P P l F b 2012 PayPal, February 2012

30% of GILT’s Black30% of GILT s Black Friday revenue was from mobile sales. Boston Globe, December 2011

Getting Mobile Right

What do people do on mobile?They Shop

17 million of Paypal’s 100 million account holders have shopped on their phones.

P P l F b 2012 PayPal, February 2012

30% of GILT’s Black30% of GILT s Black Friday revenue was from mobile sales. Boston Globe, December 2011

Getting Mobile Right

Multi-channelTouch Points

acquire

consume

become loyaly

Getting Mobile Right

SnapTaxFile with a Photo

Getting Mobile Right

Waiting Time is Shopping TimeTesco’s Subway Virtual Store

Waiting Time is Shopping Time

Getting Mobile Right

Getting Mobile Right

Competition Without BoundariesCompetition Without BoundariesAmazon Price Check

Getting Mobile Right

Business Model TransformationBest Buy Connected StoresBest Buy Connected Stores

Getting Mobile Right

15 Billion15 BillionThe number of Internet connected

world’s population by 2015.devices will grow to twice theThe number of Internet connected

Source: http://goo.gl/JThnf

Getting Mobile Right

“Internet of Things”Web-enabled Contexts and Devices

Getting Mobile Right

S t h T bl t

Engaging Mobile Users

Smartphone

Used on average 40 timesper day in short time bursts

Always-on and always-with-you

Tablet

Used primarily for leisure with longer duration of focusAlways on and always with you

More personal than tablet and not as likely to be shared

Games, productivity tools and social media are top uses

Peak usage on nights and weekends or “me time”

Replaced the laptop at home Feeling of discovery and willingnessmedia are top uses

Concise snippets of content Location aware Higher interaction costs

Feeling of discovery and willingness to explore

Large screen offers better web browsing experienceg

AOV = $80* Spend 50% more than PC users* AOV = $123*

Source: http://goo.gl/xXKAb

Getting Mobile Right

M bil O ti i d W b it M bil A

Mobile Sites vs. Apps

Mobile Optimized Website

Pros: Mass-market appeal Search-engine friendly

Mobile App

Pros: Superior at fulfilling specific tasks Perceived as faster than mobile sites Search-engine friendly

Can drive ad traffic Easier to link and share information Retains cross-platform capabilities

Perceived as faster than mobile sites Can offer better usability (for now) Access native device hardware Users expect “wow” elements with

HTML 5 offers app-like experiences Unrestricted by walled gardens Less cost to maintain over time

natural UI and rich media Micro-payments engine built inCons: Not available in browsersCons:

Limited access to device hardware Usability not as good as app (yet)

Not available in browsers Confined to app store Extra platform development costs Publish in multiple placesp p

Getting Mobile Right

What’s First?What s First?How to identifyyour mobile priorities.How to identify

Getting Mobile Right

Closing the Produce GapCase Study

Getting Mobile Right

Getting Mobile Right

Closing the Produce GapCase Study

GoalGoal Provide users with a fast, easy way

to find avocado information while in the produce aisle

Tactics Create a mobile-friendly site with

nutritional content Optimize “nutrition” keywords forOptimize nutrition keywords for

mobile search Evolve mobile content strategy to

further engage usersR lResults Recipes now make up the top

content viewed on CAC’s mobile site

Getting Mobile Right

51 Percent51 PercentA majority of Hispanics use their smartphoneas their primary Internet device. A majority of Hispanics use their smartphone

Getting Mobile Right

Mobile Traffic is CulturalCase Study

Goal Register new card members

through the mobile channelTacticsTactics Deploy mobile site Streamline registration form Boost user confidenceResults Mobile enrollments have doubled

Getting Mobile Right

Texting at the TablesideCase Study

Getting Mobile Right

Texting at the TablesideCase Study

Goal Grow email subscriber list by

simplifying mobile sign-up processT tiTactics Implement SMS campaign for email

newsletter opt-in Develop & deploy welcome email p p y

sent to users after signing up to encourage profile updates

Results 13 000+ sign-ups via SMS 13,000+ sign-ups via SMS 167 average weekly sign-ups

Getting Mobile Right

Texting at the TablesideCase Study

Goal Grow email subscriber list by

simplifying mobile sign-up processT tiTactics Implement SMS campaign for email

newsletter opt-in Develop & deploy welcome email p p y

sent to users after signing up to encourage profile updates

Results 13 000+ sign-ups via SMS 13,000+ sign-ups via SMS 167 average weekly sign-ups

Getting Mobile Right

Activity!Activity!A 7 minute workshop on identifyingyour mobile priorities.A 7 minute workshop on identifying

Getting Mobile Right

“The only man who behaves sensibly is my tailor;y y

He takes my measure anew each i htime he sees me,

While all the rest go on with theirWhile all the rest go on with their old measurements and expect me to fit them.”

— George Bernard Shaw

Getting Mobile Right

Tailored Approach

Before After

Mobile WebsiteMobile Website

Getting Mobile Right

Singular Approach

Banner Ad Landing Page

Display Media CampaignDisplay Media Campaign

Getting Mobile Right

Tailored Approach

Banner Ad Landing Page

Display Media CampaignDisplay Media Campaign

Getting Mobile Right

Tailored Approach

Before After

Tablet Optimized WebsiteTablet Optimized Website

Getting Mobile Right

Singular Approach

Email Invitation Landing Page

App Walled GardenApp Walled Garden

Getting Mobile Right

Monitor AfterG tti M bil Ri htMonitor AfterGetting Mobile Right

Make informed decisions1

2 Align content with context

3 Keep trying new things

Now is the fun part!

Getting Mobile Right

Thank You!Thank You!charles@reddoor.biz

@cwiedenhoft