My slides from Mcommerce Event 2013, talking about how users experience a mobile strategy. Where performance meets usability....

2. @jeroentjepkema
Performance :: Analytics :: Experience

3. Mobile User Experience
Engage with your users via a mobile strategy that performs
M-Commerce event,
February 5, 2013

4. The
mobile
challenge

5. Challenge:
Can users perform
transactions in the
mobile context?

6. Under time
Content
pressure
Challenge:
Can users perform
transactions in the
mobile context?

7. Under time
Content
pressure
(often) one
Challenge: Usability
handed
Can users perform
transactions in the
mobile context?

8. Under time
Content
pressure
(often) one
Challenge: Usability
handed
Can users perform
transactions in the
mobile context?
While
Speed
on the move

9. Under time
Content
pressure
(often) one
Challenge: Usability
handed
Can users perform
transactions in the
mobile context?
While
Speed
on the move

10. We all love “interaction”

11. 10
0

12. 10
0,3
Instantaneous: I like it!
0

13. 10
1
Interaction: Let’s conversate...
0,3
Instantaneous: I like it!
0

14. 10
3
Mmm, shall I click away?
1
Interaction: Let’s conversate...
0,3
Instantaneous: I like it!
0

15. 10
Only if the task/content is relevant
3
Mmm, shall I click away?
1
Interaction: Let’s conversate...
0,3
Instantaneous: I like it!
0

16. 10
Only if the task/content is relevant
3
Mmm, shall I click away?
1
Do I want to conversate?
This is where the magic happens
0,3
Do I like it?
0

17. How we perceive things....

18. How we perceive things....
Compared to past experiences

19. How we perceive things....
Compared to past experiences
Task completion has positive impact

20. How we perceive things....
Compared to past experiences
Task completion has positive impact
Slow downs have more impact

21. How we perceive things....
Compared to past experiences
Task completion has positive impact
Slow downs have more impact
15% difference than in reality

22. Enter the “flow state”

23. “” Flow is an
“optimal experience”
that is
“intrinsically enjoyable”

24. Provide relevant
content to support
task completion

25. Deliver it fast,
focus on interaction

26. Time for an experiment... ;-)

27. Q1: How do we respond to mobile only?

28. Q1: How do we respond to mobile only?
Q2: How do we experience mobile shopping?

29. Q1: How do we respond to mobile only?
Q2: How do we experience mobile shopping?
Perform a performance scan to validate survey results

30. Mobile Only
generation

31. Mobile Only research setup....
For 5 days straight,
only use your
30 mobile savvy users 3G only, no WiFi
smartphone to access
the internet

32. Mobile Usage (Mb)
256 250
200
180 175
Day 1 Day 2 Day 3 Day 4 Day 5
Mobile Only research:
- Task: Only use smartphone to access internet and perform tasks, no WiFi
- Test ran during 5 days straight, performed over android and iOS users
- N = 30, all heavy users

33. Native App vs Mobile Web usage (%)
100
75
50
25
0
Day 1 Day 2 Day 3 Day 4 Day 5
Native App Mobile Web
Mobile Only research:
- Task: How often do you use your native app or mobile web compared to a) day 1 and b) regular usage
- Test ran during 5 days straight, performed over android and iOS users
- N = 30, all heavy users

34. What impacts mobile only behaviour?

35. What impacts mobile only behaviour?
My mobile data subscription
Screen size vs. Content
There’s an app for that
Mobile browsers

36. Mobile shopping
experience?

37. Mobile shopping experience setup....
Perform 2 tasks:
100 mobile users
‣Buy a book Mobile browsers only
‣Buy a T-shirt via 3G, no WiFi

38. our testpanel (n=97)
Age Smartphone Mobile savvy Native?
10% 6% 7%
25% 15%
21%
25% 46%
50% 54%
29% 72%
40%
18-24 Apple Always online Native
25-34 Android Regular user Website
35-44 Blackberry Sometimes
55-64 Other

39. This is also our user testpanel (n=97)
Mobile savvy? (%)
Yes 97,06
No 2,94

40. Test 1: Buy a book

41. 7
Average experience rating
6
5
4
3
2
1
1 2 3 4 5 6 7
Average expectation rating
Find a website
Search for a book
Order a book

42. 7
Average experience rating
6
5
4
3
2
1
1 2 3 4 5 6 7
Average expectation rating
Find a website
Search for a book
Order a book

43. 7
Average experience rating
6
5
4
3 Fix it fast
2
1
1 2 3 4 5 6 7
Average expectation rating
Find a website
Search for a book
Order a book

44. Test 2: Buy a T-Shirt

45. 7
Average experience rating
6
5
4
3
2
1
1 2 3 4 5 6 7
Average expectation rating
Find a website
Search for a t-shirt
Select size
Order a book

46. 7
Average experience rating
6
5
Big
4
opportunity
3
2
1
1 2 3 4 5 6 7
Average expectation rating
Find a website
Search for a t-shirt
Select size
Order a book

47. Let’s look into the details...

48. Issue 1:
Mobile
readiness

50. 100
75
50 40
44
32
25 24
16
16 16 12
0
Bol.com Selexyz Bruna Other Design Speed Mobile Readiness Other Design Speed Mobile Readiness Other
1. Buy a book 2. Review 3. Buy at a different store

51. Issue 2:
Speed

53. 50
Many issues
reported with
37,5 Zalando?
Round 1
25 40
42,1 35
12,5 20
15,4
7,7
0 3,9 4
Zalando HM V&D Tom Tailor
Design Speed Mobile Readiness Other
1. Buy a T-shirt 2. Review
40
30
Round 2
20
34 54
10
12 15,4 21 18
8 6
0
Zalando HM V&D Tom Tailor Design Speed Mobile Readiness Other

54. Zalando Tom-Tailor V&D H&M
Nexus - Android - 3G
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

55. Zalando Tom-Tailor V&D H&M
Nexus - Android - 3G
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

56. Nexus - Android - 3G
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

57. Nexus - Android
Apple - iOS
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

58. 0 12 15
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

60. Wifi 3G
20
15 15,425
10
5 5,39
3,88 4,21 4,215
3,624
2,85
1,724
0
Zalando TomTailor HM VD
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)

61. Issue 3:
Mobile design

62. Optimized vs
Non-optimized

63. Selecting items
- +

64. To login or not?

65. Search

66. What impacts mobile shopping experience?

67. What impacts mobile shopping experience?
Mobile readiness
Speed
Design

68. What impacts mobile shopping experience?
40%
30%
20% 40% 40%
30%
25% 24%
10%
18%
11%
0%
2%
Speed Design Readiness Content
< 34 > 35

69. What impacts mobile shopping experience?
40%
Native Mobile Web
30% 58% 55%
20% 40% 40% Native
Mobile Web
42% 45%
30%
25% 24%
10% < 34 > 35
18%
11%
0%
2%
Speed Design Readiness Content
< 34 > 35

70. 6+

71. Recipe for
experience

72. 1.
Eco-System
of me

73. You
1.
Eco-System
of me

74. Deliver the same experience to all your (mobile) users

75. Regular website
Deliver the same experience to all your (mobile) users

76. Regular website Native Application
Deliver the same experience to all your (mobile) users

77. Regular website Native Application Optimized Mobile Web
Deliver the same experience to all your (mobile) users

78. Responsive
web design?

79. 2.
Build for mobile
context

80. Focus on
task completion

81. With
mobile
conditions
in mind

82. Optimized for the right screen

84. Native app Mobile Web - Portrait
Mobile Web - Landscape

85. 3.
Collect
real data

86. (CLOUD) DATA CENTER INTERNAL USERS INTERNET CUSTOMERS
Third-party/
Cloud Services
Storage DB Servers Web Servers Major Local
ISP ISP
Network Content
Delivery Mobile
Load Networks Carriers
Middleware App Balancers
Mainframe Servers Servers
@jeroentjepkema, MeasureWorks

87. (CLOUD) DATA CENTER INTERNAL USERS INTERNET CUSTOMERS
Third-party/
Cloud Services
Storage DB Servers Web Servers Major Local
This is what you control...
ISP ISP
Network Content
Delivery Mobile
Load Networks Carriers
Middleware App Balancers
Mainframe Servers Servers
@jeroentjepkema, MeasureWorks

88. (CLOUD) DATA CENTER INTERNAL USERS INTERNET CUSTOMERS
Third-party/
Cloud Services
Storage DB Servers Web Servers Major Local
This is what you control... Network What you’re blamed for..
ISP
Content
ISP
Delivery Mobile
Load Networks Carriers
Middleware App Balancers
Mainframe Servers Servers
@jeroentjepkema, MeasureWorks

89. Measure User Experience?

90. Measure User Experience? Outside-in, from
the browser perspective...

91. Use
real devices
and/or users

92. With both 3G
and WiFi
connections

93. Based on
Real usage
scenario’s

94. If everything else...

95. Create a
(mobile) Don’t just
experience copy your web
content

96. Questions?

97. Thanks! More questions?
M: jtjepkema@measureworks.nl
T: @jeroentjepkema
W: www.measureworks.nl

98. Business issue