1. MOBILE WEB AND APPS – DELIVERING THE RIGHT EXPERIENCE
TO THE RIGHT CUSTOMER
DAVE SLOCOMBE – HEAD OF MOBILE CHANNEL
@DAVESLOCOMBE

2. TRAVEL GROWTH
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3. LAST-MINUTE SEARCHES
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4. GLOBAL GROWTH SNAPSHOT
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100 – 200+ %
50 – 100 %
GROWTH IN MOBILE UNIQUE VISITORS 10.11 – 8.12 [10 MONTH PERIOD]

5. MOBILE STRATEGY
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google
Focus on acquisition through mobile website and optimising the experience
to improve conversion for our current customers

6. CUSTOMER LIFECYCLE
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8. WEB DISCOVERABILITY
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9. REDUCING FRICTION
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Discoverability
Cross promotion
SEM
Ad Networks
Reduce friction
Faster search

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Reduce friction
Faster checkout

16. DELIVER WOW
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17. TAKEAWAYS
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• Know YOUR customer! Which customers would benefit from apps, which
benefit from mobile web
• Deliver WOW to get noticed
• Co-locate your team
• No more heroes! Share knowledge and skills (XP, Pairing, TDD &
Continuous Integration)
• Target reduced cycle time from concept to customer through Continuous
Integration and Continuous Deployment - also possible fro apps with their
slower release cycle.
• Make work visible, showcase, engage outside of product and tech teams!
• Empower your UX team to iterate the experience with customers without
pulling precious development resource
THANKYOU
Slide Credits:
Jason Fulmines
Jeroen Van Velzen