Going Mobile · Postcards fading & travel brochures on way out 11% Send Postcards 12% Use...

Going Mobile Usabil i ty & UX

Anil Damodaran Director Marketing

Mobile, Consumer Solutions &

Customer Enablement

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The need to be online is

history…

The need to be ‘mobilized’ is

now

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Travel planning on mobile devices…

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inspiration for their next trip

Australia world’s most mobile nation of travel planners

Busiest time for flight searches 9pm Sunday

Bookings peak time 12-2pm Monday Desktop

#2 country for travel planning = Singapore

Booking travel on mobile devices

Taiwan, Japan & S.Korea

Dec 2012

Usage of mobile devices for

Travel Planning

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Postcards fading &

travel brochures on

way out

11% Send Postcards

12% Use travel brochures

Survey with AU IN ID KR NZ PH SG

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Activity Time/day

1. Browsing the internet 24.81

2. Checking social networks 17.49

3. Playing games 14.44

4. Listening to music 15.64

5. Making calls 12.13

6. Checking/writing emails 11.1

7. Text messaging 10.2

8. Watching TV/films 9.39

9. Reading books 9.3

10. Taking photographs 3.42

Total 128

The newly

networked

generation

Mobile phone or device

Mobile network O2

“all about you” UK

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“We are nation of multi-screeners” Google

TV, Laptop, Tablet, Smartphones

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Sequential screening

Move between devices Google

9

Simultaneous screening

Use multiple devices at same time

Google

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LAPTOPS, TABLETS,

SMARTPHONES

EACH DEVICE IS USED

DIFFERENTLY

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Its not the next big thing it is the big thing NOW!

Office, home

I have time

Research, online shopping

12

Its not the next big thing it is the big thing NOW!

After dinner or traveling

I have less time

need information or watch movie

13

Its not the next big thing

On the road, traveling

I have very little time & one hand free

need immediate relevant information

14

On the road/traveling

I have very little time, &

one hand free

need immediate relevant

information

Hungry?

…search

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#1 #2

16

#3 #4

17

#5 #6

18

#7 #8

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Try this again…but the US site

http://www.pizzahut.com.sg/

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#1 #2

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#1 #2

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REMEMBER

WHEN CONSIDERING MOBILE

CONTEXT & RELEVANCE

Also applies to everything we do…

targeted marketing, advertising, selling,

conversations…etc

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Travel

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What do you want to see when traveling?

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Mobile Web

Browser?

Native App? Mobile

Web

Browser

No downloading

All mobile devices

Fit to screen

Easy to read

Contextual & relevant

information for

traveler

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Design = Experience

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it is the big thing NOW!

Prioritized content

White space

Big buttons

(Thumb navigation)

Intuitive

Experience

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Its not the next big thing it is the big thing NOW! SO and its NOT business as usual

Perfection is achieved not when

there is nothing more to add, but

when there is nothing left to take

away

Antoine de Saint-Exupery

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it is the big thing NOW!

And if you have space…

Make it fun

to make it sticky

Experience

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Usability & experience

What works in one environment does not

necessarily work in another

A different environment can be for a

whole new experience

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Design with user in mind

ALWAYS

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you don’t need an

app (Android, Apple, Windows, BB, etc)

Mobile web browsers do well

Native app or mobile browser?

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Are you missing

out on the

action?

Thank You

www.facebook.com/AbacusIntl

twitter.com/AbacusMarketing

Anil_damodaran@abacus.com.sg