May 2, 2013
Finding your way in a mobile travel world.
Las Vegas AMA

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An Exercise

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Design with Users in Mind | UX

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About Us

How Important is Mobile?
• Facebook spent $1 billion acquiring
Instagram
• Last quarter, monthly active mobile
users reached 680 million, and daily
active mobile users exceeded Web
users for the first time
• Mobile revenue accounted for roughly
23% of ad revenue last quarter alone
Source: Fast Company 5

They are Everywhere

Shift to Mobile is Well Underway
Source: Smashing Magazine 7
• Companies are reporting Increased revenue, conversions and website visits
following responsive (mobile) redesigns
• Mobile browsing — counting phones, not tablets — now accounts for 11%
of all browsing
• More emails are read on mobile devices than on desktop
• Sales of mobile handsets overtook sales of PCs in 2012

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Shift to Mobile is Well Underway
Source: Smashing Magazine 8

Source: Tnooz.com 9
Online Travel Trends
Common uses of mobile:
• 46% researching destinations
• 45% reading reviews
• 42% researched and booked hotels
• 34% booked or researched flights

Online Travel Trends
How consumers find the best vacation deals:
• 60% research destinations online before booking
• 62% of U.S. adults with Internet access booked a leisure trip online
• 32% (about one in every three) travelers books exclusively online
• 16% of travelers used their mobile to choose a vacation destination and shop
for travel products
• 3.5 is average number of sites travelers visit when shopping for best deal
Source: Tnooz.com 10

Online Travel Trends
What influences consumers to purchase on a site:
• 59% ease of use
• 48% best prices/offers
• 47% positive prior experience
• 35% brand trust
• 32% good trip ideas and options
Source: Tnooz.com 11

Source: Expedia On The Go 12
Travelers use Their Mobile Devices

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What is Mobile

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Mobile Options
1. Mobile Friendly: Your site offers a good user experience on a small screen. Visitors should not
have to repeatedly zoom in and out in order to navigate your site on a mobile phone.
2. Mobile Design: Mobile sites can display content, pictures and video similar to a standard
website. They also boast unique features, including click-to-call and GPS location-based
mapping.
3. Mobile Web App: Accessed through the mobile device’s Web browser (i.e. on the iPhone) and
they don’t need to be downloaded and installed on the device.
4. Mobile Native App: Designed for a specific smartphone operating system. Once it’s installed,
most apps don’t require an Internet connection to run.
5. Adaptive Design: Predefined set of layout sizes based on device screen size
6. Responsive Design: Uitilizes grids that use percentages to create a flexible foundation and the
same user experience whether accessing it via desktop, laptop, mobile, iPad or tablet.

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Mobile Options Comparison
Type AKA Usability Typical Cost
Mobile Friendly It isn’t broke * $
Mobile Only Looks good on most devices ** $$
Mobile Web App
App like experience w/o
download
*** $$$
Mobile Native App Awesome baby **** $$$$$
Adaptive Design
Design for widths and
devices
*** $$$
Responsive Design Future proof your site **** $$$$

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Recognizes and adapts
to whatever platform or
browser a potential
client is using to view
your website.
Responsive Design

Source: Morgan Stanley 17
Why Responsive
• In 2013 in the US, mobile browsing will outnumber desktop browsing
– Tablets are also on the rise with a projected 100+ million sales in 2013
– Desktop PC sales starting to decline
• Future proof a new website
• People expect optimized experiences for tablets and mobile
– Pinch and zoom can create a lot of problems for users
• One codebase serves all devices

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Responsive Changes the Process
• Design mobile first, then go up
• Progressive Enhancement
– Emphasizes focus on the content and not the bells and whistles
– Design from the content out
• Helps avoid designing something that just won’t work for mobile
• Increase performance for mobile users
• Greater accessibility for all

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Rapid Prototyping

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Style Tiles

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Boston Globe
http://bostonglobe.com/

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Mobile Site vs. Mobile App
If it’s your goal to market your brand to a broad range of users on multiple
mobile operating systems, creating a true mobile site is the right choice.
An app is the way to go if you want to
create a tool for:
• Daily use
• Interactive game or experience
• Complex calculations
• Native functionality
• Connectivity issues

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Mobile App Usage
• PC users spend approximately 20% of their online time in social networks,
mobile users spend 30% - Source: Nielsen State of Social Media
• Downloads for social apps are up 30% year over year (now representing 5%
of all downloads – Source: Forbes
• Average time spent per day on apps rose from 94 minutes per day in 2011 to
127 minutes in 2012 (this compares to TV at 168 mins.) – Source: Flurry

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The Future of the Screen

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Just a few recommendations to help connect with travelers with a powerful tool – their smartphone.
• Mobile site: Build a functional and keyword-rich mobile site to compel travelers to easily search
and browse your site before and during their visit.
• Check-in deals: Offer discounts and reward incentives to mobile users checking in via Facebook,
FourSquare, or Yelp.
• Social sharing: 40% of personal travelers and 46% of business travelers use social networking to
share their travel experience. Encourage tourists to tweet using a specific hashtag or post photos
to your Facebook timeline.
• QR campaigns: Using a QR code, send visitors to a mobile compatible webpage offering them
special restaurants and shopping deals or event details during their stay.
• Mobile apps: Create a customized app or suggest a useful navigation or entertainment app to
enhance the consumers travel experience.
Connect with Travelers via Mobile

Where We’re Headed
• By 2015, brands will be generating 50% of their Web sales through social media and
mobile platforms with a projection of $30 billion
• The number of smartphones shipments is expected to be almost one billion in 2015
• This billion will be dominated by Apple, Google and Microsoft, who will enjoy 90% of
market share with their respective platforms
• Mobile apps will grow from a $6 billion industry today to $55.7 billion industry by
2015
• In the next three years we can expect to see more users accessing the Web via mobile
devices than on computers, and nearly every person will own at least one mobile
gadget
Sources: Cisco, Pew Research Center, The Social Skinny 26

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Mobile Innovation
• Streamline customer interactions
• Take pain away from your customers
• Deepen the overall brand experience for customers.
Focus on the user experience

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In other words …
M a k e i t C o n v e n i e n t +
M a k e i t F u n =
B e t t e r B r a n d x
M o r e C u s t o m e r s =
L a r g e r $
The Mobile equation

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Other Innovators
Uber Task Rabbit ZipCar Tesco Stubhub AliveCor

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Some Questions to Ask
Could you make tasks and doing business easier for your customers?
Can you use mobile to make the entire customer experience better?
Would mobile dramatically transform an industry full of limitations into an
uplifting customer experience?

50 W. Liberty St., Ste. 800, Reno, NV 89501 | 775.883.6000 phone | noblestudios.com
Michael.Thomas@noblestudios.com
LinkedIn: www.linkedin.com/in/mdthomasreno/
Twitter: @mdthomas