How to launch a event ticketing sales business [Part 3 - Building for Mobile]

HOW TO LAUNCH A EVENT TICKETING SALES

BUSINESS ON MOBILE ROCKET FUEL FOR

ASPIRING MOBILE MARKETERS

@FLEPHDOTCOM

BUILDING FOR MOBILE SECTION THREE

GOAL

AVOID THE COMMON MISTAKES SO MANY BRANDS MAKE WHEN IT COMES TO MOBILE DEVELOPMENT

TO PROVIDE A SEAMLESS USER EXPERIENCE ACROSS MULTIPLE DEVICES

OBJECTIVE

THINKING THAT BUILDING FOR MOBILE IS THE SAME AS

BUILDING FOR WEB

MISTAKE #1

THE BONUS OF DESKTOP DESIGN

A HANDFUL OF BROWSERS & SIMPLE INPUTS

OH F%*&! 9,000+ PROBLEMS FOR MOBILE DEVELOPMENT

“LETS TAKE OUR EXISTING WEBSITE AND JUST MAKE IT SMALLER TO FIT

INTO THE SCREEN OF A MOBILE PHONE”

MISTAKE #2

DON’T MINITIARISE - OPTIMISE

FORGETTING THAT INPUT CONTROLS CHANGE THE GAME!

MISTAKE #3

USE ‘FAT FINGER’ DESIGN CONTROLS

IGNORING THE IMPLICATIONS OF MOBILE DATA COSTS

MISTAKE #4

$4560 FOR DATA IN TEN DAYS! OH S%#@?!

$9,48 FOR ONE MB OF DATA OH S%#@?!

$42 FOR 2 GIGS… LOCALLY! THE US HAS THE HIGHEST DATA COSTS IN THE WORLD

ONLY DELIVER THE CONTENT THEY NEED!

NOT LEVERAGING TECHNOLOGY

MISTAKE #4

THERE ARE SO MANY… •  MOBILE VARIANTS •  SCREEN (REAL ESTATE) SIZES •  PORTAIT vs LANDSCAPE ORIENTATION •  MOBILE PLATFORMS •  OPERATING SYSTEMS •  FILE FORMATS •  INPUT CONTROLS •  etc

WHAT’S THE ANSWER?

SO…

MOBILE CONTENT ADAPTATION WE USE TECHNOLOGY

THINKING THAT CONTENT IS KING

IN A MOBILE ENVIRONMENT

MISTAKE #5

EVENT RESEARCH AND COMPARISONS

USER CONTEXT SCENARIOS

RESEARCH

LOST

DRIVING ONE HANDED BROWSING WHILE DRIVING

AND NEEDING DIRECTIONS TO OUR EVENT

OUT & ABOUT QUICK, SNAPPY BOOKING WHILE WITH FRIENDS

SCREWING UP THE USER JOURNEY

MISTAKE #6

SCREWING UP THE USER JOURNEY

DIFFERENT TYPES OF ACTIONS REQUIRE DIFFERENT RESPONSES

FOR EVERY ACTION THERE MUST BE A REACTION

INSIGHT

ALWAYS USE ACTION CONFIRMATIONS

01 EVENT CONFIRMATION

ALWAYS USE ACTION CONFIRMATIONS

02 EVENT AND LOCATION

CONFIRMATION

ALWAYS USE ACTION CONFIRMATIONS

03 EVEN,T, LOCATION

AND DATE CONFIRMATION

IGNORING PROXIMITY RELEVANCE

MISTAKE #7

USE LOCATION RELEVANCE TO GET CUSTOMERS

NOT BUILDING FOR THE LOWEST COMMON

DENOMINATOR

MISTAKE #8

NOT ALL USERS ARE CREATED EQUAL

REMEMBER

CONSIDER THE LEAST SAVVY MOBILE USER

OUR LOWEST COMMON DENOMANATOR

NO MOBILE

EXPERIENCE INTUITIVE

NAVIGATION

CONSIDER THE MOBILE MANIAC USER

OUR CONTENT HUNGRY MOBILE MANIAC

QUICK INFORMATION

LESS CLICKS QUICK TICKETS

NOT INTEGRATING THE CORE FUNCTIONS OF A MOBILE

PHONE

MISTAKE #9

GIVE THEM ACCESS TO CURRENT FEATURES

BUILDING MOBILE APPS BECAUSE YOUR COMPETITOR

HAS ONE

MISTAKE #10

MOBILE WEB VS NATIVE APPS DO YOU NEED AN APP?

BUILDING FOR MOBILE •  THE PITFALLS AND CHALLENGES FACED •  WHY BUILDING FOR MOBILE IS DIFFERENT TO WEB •  HOW INPUT CONTROLS EFFECT THE USER EXPERIENCE •  HOW TO LEVERAGE MOBILE TECHNOLOGY (MCA) •  USER CONTEXT SCENARIOS AND HOW THEIR IMPACTS •  HOW TO USE PROXIMITY RELEVANCE TO GET CUSTOMERS •  THE SPECTRUM OF MOBILE USERS AND ITS IMPACT •  MOBILE WEB vs NATIVE APPS – WHAT DO YOU NEED?

SECTION THREE – WHAT HAVE WE LEARNT