Jeroen Tjepkema - MeasureWorks - Don't let the lights turn green - Mobile Pioneers

@jeroentjepkema Founder & CEO

High expectations

#1. Mobile changes the way we consume data

Instant access

Always accesible

Responsive

#2. Mobile changes the way we consume data

#2. Mobile changes the way where and when we interact

Deliver before the lights turn

green!

0"

5"

10"

15"

20"

25"

30"

0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"

Aba

ndon

men

t"Ra

te"(%

)"

Page"Load"Time"Band"(sec.)"

Abandonment*Rate*,*All*Browsers*

Source: Gomez real user monitoring

Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"Over"2"weeks"/"All#Browsers#

0"

5"

10"

15"

20"

25"

30"

0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"

Aba

ndon

men

t"Ra

te"(%

)"




Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"Over"2"weeks"/"All#Browsers#

0"

5"

10"

15"

20"

25"

30"

0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"

Aba

ndon

men

t"Ra

te"(%

)"



Abandonment*Rate*,*iPhone*Safari*


Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"Over"2"weeks"/"All#Browsers#vs.#iPhone#Safari#

@jeroentjepkema, MeasureWorks@jeroentjepkema, MeasureWorks

Fast =

Engagement

0Source: Jakob Nielsen

1

0,3


Instantaneous: I like it!

Interaction: Let’s conversate...

1

3

0,3


Instantaneous: I like it!


Mmm, shall I click away?

10

1

3

0,3Instantaneous: I like it!


Mmm, shall I click away?

Only if the task/content is relevant


0:00 sec. Conversation

starts

2.5 sec. First reply


starts



starts

4.5 sec. Finish

conversation



starts

4.5 sec. Finish

conversation

Comfort zone



starts

4.5 sec. Finish

conversation

Comfort zone Tolerated



starts

4.5 sec. Finish

conversation

Comfort zone Tolerated Frustrated

Mobile context?

ContentUnder time pressure

Mobile context?

Content

Usability

Under time pressure

(often) one handedMobile

context?

Content

Usability

Speed

Under time pressure

(often) one handed

While on the move

Mobile context?

Under time pressureContent

(often) one handedUsability

While on the movePerformance

Mobile context?

M-commerce?

Experiment 1: Mobile

Shopping

Mobile shopping experience setup....

100 mobile users Mobile browsers only via 3G, no WiFi

Perform 2 tasks: ‣Buy a book ‣Buy a T-shirt

7

6

5

4

3

2

1

1 2 3 4 5 6 7

Average expectation rating

Aver

age e

xper

ience

ratin

g

Find a website

Search for a book

Order a book

Fix it fast

#1: Speed

0

12,5

25

37,5

50

Zalando HM V&D Tom Tailor

3,97,715,4

42,1

1. Buy a T-shirt 2. Feedback

4

45

2420

Design Speed Mobile Readiness Other

0

10

20

30

40

Zalando HM V&D Tom Tailor

8

34

15,412 618

54

21


Round 1

Round 2

Functional issues reported with

Zalando

Mobile Only research: - Task completion: Only use smartphone to buy a book - N = 100, users range from 20-65

Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

Nexus - Android - 3G

Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

#2: Usability

Bol.com Selexyz De Boekerij ECI Bruna Cosmox

Mobile Readiness

0

25

50

75

100

Bol.com Selexyz Bruna Other

1. Buy a book 2. Feedback bol.com 3. Feedback from different stores

161624

44


12

46

2616


Mobile Only research: - Task completion: Only use smartphone to buy a book - N = 100, users range from 20-65

Mobile Readiness

- +One touch?

Login or not?

Mobile Search

Experiment 3: Mobile

Banking

The mobile user experience…

50 users of ING, ABN and Rabobank

Rate the user experience Select home insurance

There’s an app for that?!

Satisfaction

Mobile satisfaction compared to desktop

Design Content Usability Speed

77%80%

23%

74%

Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65

Preference per type of task

Check Balance Transfer 3d Party payments View history

72%

34%38%

77%

Satisfaction Mobile task preference



77%80%

23%

74%


Mobile versus Desktop frequency

Daily Weekly 2-weekly Monthly

Preference per type of task

Check Balance Transfer 3d Party payments View history

72%

34%38%

77%

Change in behavior



77%80%

23%

74%


Mobile

Satisfaction Mobile task preference

Mobile websites?

Desktop


62%56%

71%81%

Mobile


42%

22%

37%34%

Task satisfaction Desktop vs. MobileMobile Banking research: - Focus on task completion - N = 50, users range from 20-65

What impacts mobile (shopping) experience?

Day to day usage

Screen size vs. Content

Performance

Mobile browsers


0%

10%

20%

30%

40%

Speed Design Readiness Content

2%

18%

30%

40%

11%

40%

24%25%

< 34 > 35



0%

10%

20%

30%

40%

Speed Design Readiness Content

2%

18%

30%

40%

11%

40%

24%25%

< 34 > 35

Mobile Web 32%

Native 68%

Mobile Web 71%

Native 29%

< 34 > 35

Recipe for experience

Customer JourneyOptimize all your touch

points

Regular website Native ApplicationMobile Web

Focus on task

completion

http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile-devices.php?goback=.gmp_72842.gde_72842_member_215909354

49%

One device, one hand

Make it (feel) fast!

Under real conditions (3g/WiFi)

Your users…


Collect data as they use it


Test with real devices


There’s always more

than 1..

If anything else...

…without it, NO time for

content

Focus on a fast experience

Thanks! More questions?M: [email protected]: @jeroentjepkemaW: www.measureworks.nl

Jeroen Tjepkema - MeasureWorks - Don't let the lights turn green - Mobile Pioneers

Business

mobile mobile banking

book mobile

mobile satisfaction

mobile changes

mobile search

mobile usersperform

mobile websites

task completion n