The document discusses the development and success of the Domain.com.au iPad app case study. It describes how Fairfax noticed a growing number of iPad users on their website and received requests for an app. They researched user behavior and built prototypes before launching an app that focused on usability. The app was downloaded over 16,000 times in the first week and helped Fairfax achieve their goal of 50,000 downloads quickly. User feedback was very positive, praising the intuitive map feature. The app was commercially successful and received several awards.

1.
Tablet:
-­‐
the
New
Fron1er
Wednesday
13th
March,
2013
th
Irene
Ongkowidjaja
–
Fairfax
Rob
Marston
–
Zeus
Unwired
#ATMU

2. Content
• The
Australia
Tablet
Owner
• All
‘Devices’
are
not
created
equally
• What
is
the
Tablet
opportunity?
• Case
Study
-­‐
Fairfax
Domain
#ATMU

3. #ATMU

4. IAB
Australia
predic1on
2012
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5. The
Australia
Tablet
Market
• 2.5m units sold by the end of 2012
• 15% penetration growing to 30% in 2013
• Apple will have install base advantage in 2013
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6. #ATMU

8. Almost
Equal
Smartphone
and
Tablet
Traffic
Share
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9. #ATMU

10. At
Home
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11. Consumers
Browse
on
Tablet
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12. Tablet
Users
More
Engaged
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13. #ATMU

14. Search is a Key Activity
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Source: IAB Three Device Lives: Tablets in context N.B. Smartphone sample not asked Tablet

15. Paid
Search
conversion
rates
higher
on
Tablet
#ATMU

16. 50% of tablet uses are after 7pm
35%
30%
Day in the Life of Device Usage - Weekday
25%
20%
15%
10%
5%
% interactions
0%
Desktop
Mobile
Tablet
#ATMU
Source: IAB Three Device Lives: Tablets in context

17. Usage
peaks
at
Weekends
`
#ATMU

18. Tablets are an entertainment device
Which of your devices best allows you to be entertained?
#ATMU
Source: IAB Three Device Lives: Tablets in context

19. Gaming
is
a
key
category
for
Tablet
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20. People love exploring on tablets
Which of your devices best allows you to explore new things?
#ATMU
Source: IAB Three Device Lives: Tablets in context

21. PuVng
your
feet
up!
#ATMU

22. The
Value
Add
of
a
Valuable
Ad
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23. Kerching
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24. Do I need a T-commerce strategy?
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25. Tablet owners shop a lot
72%
purchase
weekly
2:56
2:12
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Source:
IAB
Mojo
Study

26. #ATMU

27. Conclusion
• The
Tablet
User
is
• Connect
using
– At
home
– Rich
Immersive
content
– Older
– Preferably
video…
– More
engaged
– …even
longer
form
– Spending
– With
an
op1on
to
buy
– Watching
video
– In
tandem
with
TV
– Playing
games
– Aaer
7pm!
– Over
Wi-­‐Fi
#ATMU

28. Domain.com.au
iPad
App
Case
Study
#ATMU

29. How
did
the
app
came
about?
•
Late
2010
we
no1ced
that
there
were
50,000
users
(and
growing)
that
accessed
our
website
&
iPhone
app
on
their
iPad
•
These
50,000
users
generated
3,000
property
email
enquiries
per
month
•
We
also
started
receiving
many
requests
from
our
users
asking
for
an
iPad
app
•
At
that
1me,
there
were
approximately
250,000
iPad
in
Australia
and
it
was
growing
strong.
Gi
Australia
survey
showed
that
12
months
from
then,
1
in
8
Australians
were
likely
to
buy
a
tablet
•
From
our
iPhone
app,
we
knew
that
apps
are
more
engaging
than
website
(Double
number
of
proper1es
were
being
shortlisted,
and
higher
conversion
to
leads)
So
we
knew
that
if
we
built
an
iPad
app,
we
would
already
have
:
1. Customer
base
that
will
switch
to
iPad
app
immediately
2. These
customer
base
were
growing
strongly
3. Higher
engagement
and
conversion
from
these
users
#ATMU

30. User testing – Video captures
What
was
the
build
process?
using Morae Observer
RESEARCH
• Started
with
analysing
iPad
user
profile
&
exis1ng
usage
behaviour
(when
is
it
being
used
most?)
• Determine
core
usage
tasks
&
MVP
• Determine
UX
and
Design
principles
&
guidelines
PROTOTYPE
• Figure
out
context
of
use
–
how
it
will
be
used?
• Compara1ve
review
• User
Sessions
–
Morae
Observer
-­‐
internal
staffs,
USER
various
background
SESSIONS
•
Agent
visits
–
they
are
our
consumers
too
•
Building
(with
lots
of
tweaks
as
we
go!)
BUILD
•
Test,
test
and
test
–
make
sure
it
feels
right
•
Get
colleagues
&
friends
to
use
the
app
for
their
TWEAKS
weekend
inspec1ons
prior
to
release
TEST
#ATMU

31. Lessons
Learnt
Result
•
Build
the
basic
right
first
1me
•
16,000
downloads
&
200
posi1ve
ra1ngs/
•
Keep
it
simple
reviews
within
1
week
(before
marke1ng
•
Add
features
as
you
go
commenced)
•
Understand
and
listen
to
users
•
1st
day
of
marke1ng
=
5,000
downloads
•
Tweak
and
descope
•
Achieved
our
50,000
downloads
in
3
weeks
•
The
map!
•
Very
posi1ve
–
happy
users
&
agents
•
Fresh
perspec1ve
of
loca1on
•
4.5
star
ra1ngs
in
App
Store
•
More
open
minded
•
#1
Lifestyle
category,
#1
Overall
•
Interac1ve
category,
and
#2
Lifestyle
category
in
NZ
•
Intui1ve
&
Easy
to
use
•
Winner
for
Best
Classifieds
–
AIMIA
•
How
do
I
refine
my
search?
•
Top
Lifestyle
iPad
app
‘Rewind
2011’
-­‐
•
How
do
I
search
for
mul1ple
suburbs?
iTunes
• Satellite
&
Hybrid
mode
for
map
• Top
25
All
1me
free
Lifestyle
iPad
app
in
Australia
–
iTunes
• Top
20
App
Store
Best
of
2012
-­‐
iTunes
#ATMU

32. #ATMU