In the web of uncertainty, the consistent site is king

In the web of uncertainty, the consistent site is kingJames Gardner14th June 2011

2

2011 – The year of mobile commerce…

Last year, 10 million users – 23% of UK online consumers – conducted a mobile transaction.

How many, how much?

10 million iTunes downloads at 99p?

Source: Improving the Customer Experience for Mobile Consumers (U.K. Report) by TealeafVia http://econsultancy.com/uk/blog/7393-10m-uk-consumers-use-mobile-commerce-report

3

Although there is money to be made, we’re not making it easy for our consumers.

Too good to be true?

£25Average basket value

83%Of users experienced errors

Source: Improving the Customer Experience for Mobile Consumers (U.K. Report) by TealeafVia http://econsultancy.com/uk/blog/7393-10m-uk-consumers-use-mobile-commerce-report

4

0%10%20%30%40% 34%

25% 25%20%

What issues?

Source: Improving the Customer Experience for Mobile Consumers (U.K. Report) by TealeafVia http://econsultancy.com/uk/blog/7393-10m-uk-consumers-use-mobile-commerce-report

5

0%

10%

20%

30% 29%

16% 17%13%

What do consumers do?

Source: Improving the Customer Experience for Mobile Consumers (U.K. Report) by TealeafVia http://econsultancy.com/uk/blog/7393-10m-uk-consumers-use-mobile-commerce-report

6

1. We must strive to understand how people interact with us.

2. We must create great customer experiences across all channels.

What can we do?

7

“The proliferation of tablets, mobile phones, connected appliances and other smart machines is driving up the demand for connectivity. By 2015, there will be nearly 15 billion network connections via devices – including machine-to-machine – and more than two connections for each person on earth.”

The ubiquitous internet

Source: News@Cisco - http://newsroom.cisco.com/dlls/2011/prod_060111.html

8

‘Cool’ uses of the internet

9

•90% of the eBook market•In-built web browser•Accessible and to hand

But:

• Black & White• No touch-screen• Not considered a ‘smart’ device

Getting serious – The Kindle

10

Creating a portable experienceWe’re facing a challenge. How would your site cope in the following scenarios?

11

Device Experience

Breaking down the experience

User Experience

For the moment, the best course of action is to start with the simplest experience and work upward.

12

YouTube – mobile and desktop

#1: Identify your user experience

13

Map your user’s journeys

Where do we want our users to go and what do we want them to do when they get there?

#2: Structure your content

14

Do:•Remove superfluous content•Be aware of device capabilities•Adapt the depth of contentDon’t:•Remove too much• Make the device a second-

class citizen

#3: Optimise your content

15

• Some devices will be more capable than others.

• Scale your content for these devices by adding additional functionality around your core experience.

• Alternatively, enrich the experience with content types suitable for the device, i.e. greater use of imagery on larger screens

#4: Add value where you can

16

NetflixRoku

X-Box

PS3

Samsung TV iPadSource: http://www.lukew.com/ff/entry.asp?1339

19

• Don’t throw away opportunities because of bad user experience; it’s avoidable

• Ensure that your service or site is accessible through as many channels as possible

• Start simple – identify your core offering and make sure it works

• Scale the experience for more capable devices

In summary

20

For more information, or to ask questions:

1. Speak now

2. Contact me at [email protected]

Thank you for listening