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Organizations need to follow a mobile-centric design paradigm to reach today’s customers. Responsive web design is just one element in today’s web designers’ toolbox. This presentation, given at IBM Smarter Commerce Conference 2014 by CoreMedia’s Jochen Toppe discusses the challenges today’s web designers and marketers face, and offers an in-depth look at real-world requirements, potential pain points, and solutions.
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EMBRACING MOBILE FIRST
Why listening to your customers is an imperative
Jochen Toppe VP Product Management
CoreMedia @jochent
linkedin.com/in/jochentoppe
A LITTLE BACKGROUND
About CoreMedia Delivering experience management solutions for global brands, e-Commerce, media, and telcos. !About Me Bringing high-profile brands online for the past 17 years, across multiple continents, companies, and roles.
YEARS OF INNOVATION
CUSTOMER RETENTION AFTER 18 YEARS
PERCENT OF GERMAN MEDIA TRAFFIC
INNOVATION CYCLESSource: Datastream
Source: “The Age Of The Customer Redefines Technology Management Archetypes” | April 2014 | Forrester Research, Inc.
THE AGE OF THE CUSTOMERRedefining how business is won
WHERE IS THE CUSTOMER?
WORLD-WIDE MOBILE SUBSCRIPTIONS
460 million
164 million
422 million
168 million 895
million
303 million
Mobile Broadband Subscriptions Fixed Line Broadband Subscriptions Data: Mobithinking
3:1Mobile Outweighs Fixed Broadband
JANUARY 1ST, 2007
Images: Wikimedia
US MOBILE USAGE
GERMAN MOBILE USAGE
!82 million people!113 million mobile
subscriptions !Massive growth !
Data: AGOF
Source: comScore
2014THE INTERNET IS EVERYWHERE
Images: Wikimedia, Motorola, Claudia Regina@Flickr
USAGE PATTERNS ONLINE
Source: Mobify
ATTENTION SPANS
Source: Mobify
THE CUSTOMER JOURNEY• Customers can be at any point in their journey
• They can pop in and out at any point, any device
• The journey is not completely linear!
• How to move the customer to the next step?
Awareness Engagement Shop/Browse Purchase Service Loyalty
Customer Experience
Journey
Can you identify your customer across channels? ?
Can you target to your customer !
- by device? - by place in consumer journey? - by interest? ?
Peter Sheldon and Stephen Powers Forrester Research, Inc
“It is no longer enough to enable an online catalog and transactional eCommerce:
Today's marketers want to tell brand and product stories through the deep
personalization and contextualization of content and interactive digital experiences. “
DRIVING TRAFFIC
!Paid Media
Prospects
!Owned Media
Buyers
!Earned Media
Advocates
!
!
76% Of consumers will not shop on a bad site
26% Will not do business with that brand
!!!!!!!Brian Walker, “Welcome to the Era of Agile Commerce, Forrester, March 2011
BRAND CONSISTENCYAcross countries, devices, campaigns, and channels
FRENEMIES?
• Web store • Structured
• Drive sales • Transact • Improve ROI • Repeatable
• Build brand • Innovate • Increase Impact • “One-and-done”
Marketing E-Commerce
• Digital Marketing
• Unstructured
Customer Experience
BREAK DOWN SILOSYour Customers don’t want them
Image: Flickr, Doc Searls
EMBRACING MOBILE FIRST
–Eric Schmidt, 2010
“What’s really important right now is to get the mobile architecture right. Mobile will ultimately be the way you provision most of your services. The way I like to put it is, the answer should always be mobile first. You should always put your best team and your best app on your mobile app.”
DEVICES!? ORIENTATION!?Where do I start?
RESPONSIVE DESIGN
• Embrace fluid layouts • Create layouts (CSS styles)
that dynamically adapt themselves to the form factor
• Native query capabilities introduced in CSS 2.1 – Responsive happens on the front-end!
• Design based on flexible/fluid grids
Images: CoreMedia
TASK FIRST• What are the main tasks my users perform on my
site?
• Are any tasks more predominant on mobile?
• Focus and then start adding with more screen real estate
ADAPTIVE DESIGN• Follows Progressive
Enhancement
• Can leverage device and user information to personalize user experience
Images: CoreMedia
FLUID GRID LAYOUTS
ADAPT THE DESIGN
SET THE FOCUS
APPS• Responsive web site should
be your starting point
• Apps make sense where the site is not enough
• Hardware-interaction
• Gamification, etc
• Look at your customer base!
Source: Forbes / Flurry
MOBILE FIRST• Embrace mobile as your
primary consumer touchpoint
• This touches the entire project lifecycle!Requirements UXContent Strategy
Implementation Testing
WHAT ABOUT EXISTING SITES?
!Separate m.
site?
!Mobile-First
Rebuild?
!Responsive Retrofit?
WEBSPHERE COMMERCEFeature Pack 7
(and a little CoreMedia)
AURORA IS RESPONSIVE
Images: IBM
UNDER THE HOOD
• Commerce Composer
• REST API-driven e-Commerce
• Session Sharing
Image: Wikimedia Commons
WIDGET-BASED AUGMENTATION
HYBRID CAMPAIGNS AND STORES
• Full session sharing between store and CMS-driven experiences
• Real-time integration including catalog, pricing, inventory, and personalization
QUESTIONS?
For more information:
• Visit CoreMedia at Booth G-4
• Visit IBM in the Commerce & Supply Chain, Innovation areas