Slides from session at Mobile Pioneers November edition. Jeroen Tjepkema, founder of MeasureWorks, will explain the delicate balance between performance, usability and conversion when it comes to Mobile Commerce. Based on real world examples and user panel research, this session will provide actionable insights in what's needed to create user experiences that exceeds expectations. You'll learn how the mind of your user works and what keeps them clicking

2. @jeroentjepkema
Founder & CEO

3. High
expectations

4. #1.
Mobile changes the way we consume data

5. #2.
Mobile changes the way we consume data
Instant access
Always accesible
Responsive

6. #2.
Mobile changes the way where and when
we interact

7. Deliver
before the
lights turn
green!

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

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

10. Fast
=
Engagement
@jeroentjepkema, MeasureWorks
@jeroentjepkema, MeasureWorks

11. 0
Source: Jakob Nielsen

12. 1
0,3
0
Interaction: Let’s conversate...
Instantaneous: I like it!
Source: Jakob Nielsen

13. 3
1
0,3
0
Mmm, shall I click away?
Interaction: Let’s conversate...
Instantaneous: I like it!
Source: Jakob Nielsen

14. 10
Only if the task/content is relevant
3
1
0,3
0
Mmm, shall I click away?
Interaction: Let’s conversate...
Instantaneous: I like it!
Source: Jakob Nielsen

17. 0:00 sec.
Conversation
starts

18. 0:00 sec.
Conversation
starts
2.5 sec.
First reply

19. 0:00 sec.
Conversation
starts
4.5 sec.
Finish
conversation
2.5 sec.
First reply

20. 0:00 sec.
Conversation
starts
4.5 sec.
Finish
conversation
Comfort zone
2.5 sec.
First reply

21. 0:00 sec.
Conversation
starts
Comfort zone
4.5 sec.
Finish
conversation
Tolerated
2.5 sec.
First reply

22. 0:00 sec.
Conversation
starts
Comfort zone
4.5 sec.
Finish
conversation
Tolerated
2.5 sec.
First reply
Frustrated

23. Mobile
context?

24. Under time
Content
pressure
Mobile
context?

25. Under time
Content
pressure
Mobile
context?
(often) one
Usability
handed

26. Under time
Content
pressure
(often) one
Usability
handed
Mobile
context?
While
Speed
on the move

27. Under time
Content
pressure
(often) one
Usability
handed
Mobile
context?
While
Performance
on the move

28. M-commerce?

29. Experiment 1:
Mobile
Shopping

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

31. Average experience rating
7
6
5
4
Fix it fast
3
2
1
1
2
3
4
5
Average expectation rating
Find a website
Search for a book
Order a book
6
7

32. #1:
Speed

34. Functional issues
reported with
Zalando
50
37,5
Round 1
25
45
42,1
20
12,5
15,4
0
Zalando
HM
7,7
Tom Tailor
4
3,9
V&D
24
Design
1. Buy a T-shirt
Speed
Mobile Readiness
Other
2. Feedback
40
30
Round 2
20
10
12
0
54
34
Zalando
Mobile Only research:
- Task completion: Only use smartphone to buy a book
- N = 100, users range from 20-65
21
15,4
HM
18
8
V&D
Tom Tailor
Design
Speed
6
Mobile Readiness
Other

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

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

37. #2:
Usability

38. Bol.com
Selexyz
De Boekerij
ECI
Bruna
Cosmox
Mobile
Readiness

39. 100
75
50
26
24
25
0
46
44
16
Bol.com Selexyz
Bruna
Other
1. Buy a book
Mobile Only research:
- Task completion: Only use smartphone to buy a book
- N = 100, users range from 20-65
Design
Speed
16
Mobile Readiness
2. Feedback bol.com
16
Other
Design
12
Speed
Mobile Readiness
Other
3. Feedback from different stores

40. Mobile
Readiness

41. -
One touch?
+

42. Login or
not?

43. Mobile
Search

44. Experiment 3:
Mobile
Banking

45. The mobile user experience…
50 users of ING, ABN
and Rabobank
Rate the user
experience
Select home insurance

46. There’s an app
for that?!

47. Mobile satisfaction compared to desktop
80%
74%
77%
Usability
Speed
23%
Design
Content
Satisfaction
Mobile Banking research:
- Focus on task completion
- N = 50, users range from 20-65

48. Mobile satisfaction compared to desktop
80%
74%
77%
Preference per type of task
77%
72%
38%
34%
23%
Design
Content
Usability
Satisfaction
Mobile Banking research:
- Focus on task completion
- N = 50, users range from 20-65
Speed
Check Balance
Transfer
3d Party payments View history
Mobile task
preference

49. Mobile satisfaction compared to desktop
Preference per type of task
Mobile versus Desktop frequency
Mobile
80%
74%
77%
77%
72%
38%
34%
23%
Design
Content
Usability
Satisfaction
Mobile Banking research:
- Focus on task completion
- N = 50, users range from 20-65
Speed
Check Balance
Transfer
3d Party payments View history
Mobile task
preference
Daily
Weekly
2-weekly
Change in
behavior
Monthly

50. Mobile
websites?

51. Desktop
Mobile
81%
71%
56%
62%
34%
42%
37%
22%
Design
Content
Usability
Speed
Design
Task satisfaction Desktop vs. Mobile
Mobile Banking research:
- Focus on task completion
- N = 50, users range from 20-65
Content
Usability
Speed

53. What impacts mobile (shopping) experience?

54. What impacts mobile (shopping) experience?
Day to day usage
Screen size vs. Content
Performance
Mobile browsers

55. What impacts mobile (shopping) experience?
40%
30%
40%
20%
40%
30%
25%
24%
10%
18%
11%
2%
0%
Speed
Design
< 34
Readiness
> 35
Content

56. What impacts mobile (shopping) experience?
40%
< 34
> 35
30%
Native
68%
Mobile Web
71%
40%
20%
25%
40%
Mobile Web
32% 24%
30%
Native
29%
10%
18%
11%
2%
0%
Speed
Design
< 34
Readiness
> 35
Content

57. Recipe for
experience

58. Customer Journey
Optimize all
your touch
points

59. Regular website
Mobile Web
Native Application

60. Focus on
task
completion

61. 49%
One device,
one hand
http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobiledevices.php?goback=.gmp_72842.gde_72842_member_215909354

62. Make it
(feel) fast!

63. Under real
Your
conditions
users…
(3g/WiFi)

64. Under real
Collect data
conditions
as they use it
(3g/WiFi)

65. Under real
Test with real
conditions
devices
(3g/WiFi)

66. Under real
conditions
(3g/WiFi)

67. There’s
always more
than 1..

68. If anything else...

69. Focus on a fast …without it,
NO time for
experience
content

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