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20130507 ama las vegas_mobile_noble_f

  1. May 2, 2013 Finding your way in a mobile travel world. Las Vegas AMA
  2. 2 An Exercise
  3. 3 Design with Users in Mind | UX
  4. 4 About Us
  5. 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
  6. They are Everywhere
  7. 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
  8. 8 Shift to Mobile is Well Underway Source: Smashing Magazine 8
  9. Source: 9 Online Travel Trends Common uses of mobile: • 46% researching destinations • 45% reading reviews • 42% researched and booked hotels • 34% booked or researched flights
  10. 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: 10
  11. 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: 11
  12. Source: Expedia On The Go 12 Travelers use Their Mobile Devices
  13. 13 What is Mobile
  14. 14 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.
  15. 15 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 **** $$$$
  16. 16 Recognizes and adapts to whatever platform or browser a potential client is using to view your website. Responsive Design
  17. 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
  18. 18 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
  19. 19 Rapid Prototyping
  20. 20 Style Tiles
  21. 21 Boston Globe
  22. 22 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
  23. 23 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
  24. 24 The Future of the Screen
  25. 25 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
  26. 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
  27. 27 Mobile Innovation • Streamline customer interactions • Take pain away from your customers • Deepen the overall brand experience for customers. Focus on the user experience
  28. 28 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
  29. 29 Other Innovators Uber Task Rabbit ZipCar Tesco Stubhub AliveCor
  30. 30 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?
  31. 50 W. Liberty St., Ste. 800, Reno, NV 89501 | 775.883.6000 phone | LinkedIn: Twitter: @mdthomas