In this joint session, @ouwendorp and @jeroentjepkema talk about basic ingredients for a succesfull customer journey. From offline, online to mobile usage. We will discuss elements like attribution, search behaviour, speed, ux and mobile readiness.

2. @ouwendorp
Service Gemak Reisplezier:: ::

3. @jeroentjepkema
Performance Usability Experience:: ::

4. Offline, Online, Mobile!
Emerce eTravel 2013,
June 6, 2013

6. AIDA
(attention - interest - desire - action)
AIDAS
(attention - interest - desire - action - SATISFACTION)
AICDAS
(attention - interest - CONVICTION - desire - action - SATISFACTION)
1
2
3

7. WOW
effect
(lego: 2009)

8. Be relevant...

9. Wees$relevant$
VOOR$
Be relevant...
During booking
process

10. Wees$relevant$
VOOR$
Wees$relevant$
TIJDENS$
Be relevant...
During booking
process
When on holiday

11. Wees$relevant$
VOOR$
Wees$relevant$
TIJDENS$
Wees$relevant$
NA$
Be relevant...
During booking
process
When they return
When on holiday

12. Before:
‣ Orientation phase
‣ Selecting holiday
‣ Booking process
‣ Vakation planning
During:
‣ Travel to
‣ Experience holiday
‣ Travel back
After:
‣ Relexation from trip
‣ Share experiences
and memories
‣ Recommend
(Bron:'www.normulea.com)''
Be relevant...

13. Multichannel
Mobile
Social / Offline
(Bron:'www.normulea.com)''
Be relevant...
(Bron:'www.normulea.com)''

14. How to realize this within your own
organization?

15. “ Don’t shout your
brand values,
let your customers
experience them ”

17. Share
Booking a holiday, the start of an emotional roller coaster...
Orientation Search Selection Booking Planning Departure Holiday Arrival Share
Experience
This is where your
next trip starts

18. From sharing to booking...

20. Zero%moment%of%truth:%
!
‘That&moment&when&you&grab&your&laptop,&mobile&phone&or&other&device&and&&
start&learning&about&a&product&/&service&you’re&thinking&about&trying.’&
!
Jim%Lecinski%(Google):%
"It's&a&new&decision@making&moment&that&takes&place&a&hundred&million&Ames&a&day&
on&mobile&phones,&laptops&and&wired&devices&of&all&kinds.&It's&a&moment&where&
markeAng&happens,&where&informaAon&happens&and&where&consumers&make&choices&
that&affect&the&success&and&failure&of&nearly&every&brand&in&the&world.“&
“”

21. What does my customer want?

22. What does my customer want?
!
!

24. ‣ Consumers visit 18-23 websites
before they finally book
‣ Offline consumers use internet as
their prime channel for orientation
‣ 80% of Dutch consumers use the
internet for collecting information
about a holiday and/or booking a trip.
‣ Search (organic/paid) is the biggest
traffice driver, followed by email
Source: TNS/Nipo

25. When people have no choice, life is almost unbearable. As the number of available choices
increases, as it has in our consumer culture, the autonomy, control, and liberation this variety brings
are powerful and positive. But as the number of choices keeps growing, negative
aspects of having a multitude of options begin to appear. As the number of
choices grows further, the negatives escalate until we become overloaded. At this point, choice no
longer liberates, but debilitates. It might even be said to tyrannize.
(Barry Schwarz: The Paradox of Choice)
“”

26. Help your customer with the
decision making...

27. Multi channel
Experience?

28. How we perceive “experience”?

29. Sensitive for specific tasks
How we perceive “experience”?

30. Always compared to past experiences
Sensitive for specific tasks
How we perceive “experience”?

31. Always compared to past experiences
Sensitive for specific tasks
Slowdowns hurts
How we perceive “experience”?

32. Slowdowns hurts
Task completion has positive impact
Sensitive for specific tasks
Always compared to past experiences
How we perceive “experience”?

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

35. 0"
5"
10"
15"
20"
25"
30"
0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"
Abandonment"Rate"(%)"
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#

36. 0"
5"
10"
15"
20"
25"
30"
0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"
Abandonment"Rate"(%)"
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"
Abandonment"Rate"(%)"
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"
Abandonment"Rate"(%)"
Page"Load"Time"Band"(sec.)"
Abandonment*Rate*,*
All*Browsers*
Abandonment*Rate*,*
iPhone*Safari*
Source: Gomez real user monitoring
Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"
Over"2"weeks"/"All#Browsers#vs.#iPhone#Safari#

37. Source: Oracle, 2012, Customer Experience Survey
Why it matters? 89% of (mobile)
consumers will leave to the competition

38. You
Eco-System
of me

39. Deliver the same experience to all your (mobile) users

40. Regular website Native Application
Deliver the same experience to all your (mobile) users

41. Regular website Native ApplicationOptimized Mobile Web
Deliver the same experience to all your (mobile) users

42. Mobile first
experience
www.lukew.com

43. Prioritize your business goals
Mobile first
experience
www.lukew.com

44. Mobile first
experience
Prioritize your business goals
Deliver content accordingly
www.lukew.com

45. Design for
(mobile)
use cases

46. Focus on
task
completion

47. With
mobile
conditions
in mind

48. Optimized for the right screen

51. - +
Selecting items

52. To login or not?

53. Mobile
readiness

54. Challenge:
Can users perform
transactions in the
mobile context?

55. Challenge:
Can users perform
transactions in the
mobile context?
Content
Under time
pressure

56. Content
Usability
Under time
pressure
(often) one
handedChallenge:
Can users perform
transactions in the
mobile context?

57. Content
Usability
Speed
Under time
pressure
(often) one
handed
While
on the move
Challenge:
Can users perform
transactions in the
mobile context?

58. Under time
pressure
Content
(often) one
handed
Usability
While
on the move
Speed
Challenge:
Can users perform
transactions in the
mobile context?

59. Experiment:
Mobile Shopping
experience

60. Mobile shopping experience setup....
100 mobile users
Mobile browsers only
via 3G, no WiFi
Perform 2 tasks:
‣Buy a book
‣Buy a T-shirt

61. Speed

63. 0
12,5
25
37,5
50
Zalando HM V&D Tom Tailor
3,97,7
15,4
42,1
1. Buy a T-shirt 2. Review
4
45
2420
Design Speed Mobile Readiness Other
0
10
20
30
40
Zalando HM V&D Tom Tailor
8
34
15,412
6
18
54
21
Design Speed Mobile Readiness Other
Round1Round2
Many functional
issues reported
with Zalando
Mobile Only research:
- Task completion: Only use smartphone to buy a book
- N = 100, users range from 20-65

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

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

66. Mobile
readiness

67. 0
25
50
75
100
Bol.com Selexyz Bruna Other
1. Buy a book 2. Review 3. Buy at a different store
1616
24
44
Design Speed Mobile Readiness Other
12
46
26
16
Design Speed Mobile Readiness Other
Mobile Only research:
- Task completion: Only use smartphone to buy a book
- N = 100, users range from 20-65

68. Bol.com Selexyz De Boekerij ECI Bruna Cosmox

69. Optimized vs
Non-optimized

70. Target your audience!
0%
10%
20%
30%
40%
Speed Readiness
18%
40% 40%
25%
< 34 > 35
Mobile Web
42%
Native
58%
Mobile Web
55%
Native
45%
< 34 > 35

71. Multichannel strategie summarized...

72. Multichannel according to vakantieXperts:
1. Always provide your customer with solid advice
(authority);
2. Provide ease of use with booking; offline, online or a
combination;
3. Provide proper balance between quality and price,
based on customer demand;
4. Reduce options and make the choosing as simple
as possible;
5. VakantieXperts provides personal service which
customers “feel” throughout the entire booking
process;
6. Your holiday doesn’t stop with us when
you’ve made your booking!

73. Future?
‣ Travel based on crowd sourcing
‣ Dynamic packinging
‣ Providing extra’s during and after
holiday
‣ Further integration with social
media. Not just reviews, but to
connect customers with customers

74. Questions?

75. Thanks! More questions?
M: jtjepkema@measureworks.nl
T: @jeroentjepkema
W: www.measureworks.nl