Getting Mobile Right

Getting Mobile Right

The Experience Advantage

Charles Wiedenhoft
Director, Business Planning & Optimization
Red Door Interactive
@cwiedenhoft #MobileUX


1. Trends
1T d
2. Devices & Contexts
3. Case Studies
4. Group Activity
5. Experience Design


50 Percent
Half of U S mobile subscribers
U.S.
now own a smartphone.

Source: http://goo.gl/2cY6m


Smartphone Gap Closes
February, 2012

50%

Source: http://goo.gl/2cY6m


Mobile Traffic Sample
Red Door Clients


Mobile Web Surpasses Fixed Internet in 2013

Source: http://goo.gl/R2d1


What do people do on mobile?
They Consume Content


Watch Videos, Play Games, Sharing

Instagram is now
worth $77 million per
employee.
 The Atlantic, April 2012
, p

In 6 weeks was
downloaded over
20+ million times
times.
 Business Insider, March 2012


They Shop

17 million of Paypal’s
100 million account
holders have shopped
on their phones.
P P l F b
PayPal, February 2012

30% of GILT’s Black
GILT s
Friday revenue was
from mobile sales.
 Boston Globe, December 2011


Multi-channel
Touch Points
acquire

consume

become loyal
y


File with a Photo
SnapTax


Waiting Time is Shopping Time
Tesco’s Subway Virtual Store


Competition Without Boundaries
Amazon Price Check


Business Model Transformation
Best Buy Connected Stores


15 Billion
The number of Internet connected
devices will grow to twice the
world’s population by 2015.

Source: http://goo.gl/JThnf


Web-enabled Contexts and Devices
“Internet of Things”


Engaging Mobile Users

Smartphone
S t h Tablet
T bl t
 Used on average 40 times  Used primarily for
per day in short time bursts leisure with longer
 Always on
Always-on and always with you
always-with-you duration of focus
 More personal than tablet and not  Peak usage on nights and weekends
as likely to be shared or “me time”
 Games, productivity tools and social  Replaced the laptop at home
media are top uses  Feeling of discovery and willingness
 Concise snippets of content to explore
 Location aware  Large screen offers better web
 Higher interaction costs
g browsing experience
 AOV = $80*  Spend 50% more than PC users*
 AOV = $123*

Source: http://goo.gl/xXKAb


Mobile Sites vs. Apps

Mobile Optimized Website
M bil O ti i d W b it Mobile App
M bil A
Pros: Pros:
 Mass-market appeal  Superior at fulfilling specific tasks
 Search-engine friendly  Perceived as faster than mobile sites
 Can drive ad traffic  Can offer better usability (for now)
 Easier to link and share information  Access native device hardware
 Retains cross-platform capabilities  Users expect “wow” elements with
 HTML 5 offers app-like experiences natural UI and rich media
 Unrestricted by walled gardens  Micro-payments engine built in
 Less cost to maintain over time Cons:
Cons:  Not available in browsers
 Limited access to device hardware  Confined to app store
 Usability not as good as app (yet)  Extra platform development costs
 Publish in multiple places
p p


What s
What’s First?
How to identify
your mobile priorities.


Case Study
Closing the Produce Gap


Case Study
Closing the Produce Gap
Goal
 Provide users with a fast, easy way
to find avocado information while in
the produce aisle
Tactics
 Create a mobile-friendly site with
nutritional content
 Optimize “nutrition” keywords for
nutrition
mobile search
 Evolve mobile content strategy to
further engage users
R l
Results
 Recipes now make up the top
content viewed on CAC’s mobile site


51 Percent
A majority of Hispanics use their smartphone
as their primary Internet device.


Case Study
Mobile Traffic is Cultural

Goal
 Register new card members
through the mobile channel
Tactics
 Deploy mobile site
 Streamline registration form
 Boost user confidence
Results
 Mobile enrollments have doubled


Case Study
Texting at the Tableside


Case Study
Texting at the Tableside

Goal
 Grow email subscriber list by
simplifying mobile sign-up process
Tactics
T ti
 Implement SMS campaign for email
newsletter opt-in
 Develop & deploy welcome email
p p y
sent to users after signing up to
encourage profile updates
Results
 13 000+ sign-ups via SMS
13,000+
 167 average weekly sign-ups


Activity!
A 7 minute workshop on identifying
your mobile priorities.


“The only man who behaves
sensibly is my tailor;
y y

He takes my measure anew each
time h sees me,
i he

While all the rest go on with their
old measurements and expect me
to fit them.”

— George Bernard Shaw


Tailored Approach

Before After

Mobile Website


Singular Approach

Banner Ad Landing Page

Display Media Campaign


Tailored Approach

Banner Ad Landing Page

Display Media Campaign


Tailored Approach
Before After

Tablet Optimized Website


Singular Approach
Email Invitation Landing Page

App Walled Garden


G tti M bil Ri ht Monitor After

1 Make informed decisions
2 Align content with context
3 Keep trying new things

Now is the fun part!


Thank You!
charles@reddoor.biz
@cwiedenhoft

Getting Mobile Right

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