Presented at MVP Conf 2015 by Kerry Lenahan of LivingSocial.

1. From Desktop to Mobile Centric:
Changing the Way We Work
Kerry Lenahan
VP, Product Management
May 2015

2. Why We Have to Change?

3. Mobile First is Customer First
Source: Flurry Analytics, comScore 2014
Television is now the second screen

4. Where Customers Buy or Research to Buy
Mobile First is Customer First
Source: TrendsMarketing Blog

5. Mobile First is Customer First
At LivingSocial We’re Seeing the Same
60% of visits to LivingSocial either
get a Mobile Web or Mobile App
experience.
Mobile App and Mobile Web views
continue to grow in share, while
desktop views decline.
2014 Mobile Gross Billings
• January: 27%
• December: 43%
2015 Mobile Transactions
• 43% of all LivingSocial purchases
Mobile
Web
35%
Mobile
Apps
25%
Desktop
Web
40%

6. • Google Search Changes
– Website must load quickly on mobile
– Purchase buttons easily seen / touched on small screens
• Consumer App Competition
– Deeplinking to part of your app
– Cross-device retargetting
– Native app ad formatting
Mobile First is Customer First
But…..Mobile Bar Continues to Rise

7. How We Manage the Change?

8. • Increased Mobile Apps Team
– 50 to 500
• Increase Mobile Gross Revenue
– $1.2 Billion
• New Products
– Mobile Ad Network
– Yahoo Search Integraton
Case Study: Yahoo

9. Case Study: Facebook
Before 2013 Played Catchup Now Mobile-Best

10. Product Development Teams
• 2 Core Mobile Teams – 1 Consumer & 1 Merchant
• 1 Mobile Product Manager – Merchant
How We Worked
• Core teams disconnected from product team
• m.livingsocial.com developed and maintained by core mobile team
• Development started on web and mobile team “tried” to catch up
• Launches often pushed as mobile build out would lead to desktop changes
• Mobile usage increasing….something had to change!
Case Study: LivingSocial
Before 2015 Desktop > Mobile Web > Apps

11. • New Tools
• More People
• Unique Processes
Case Study: LivingSocial
2015 & Beyond > Mobile First

12. Discover Build Test
o Design / Prototyping
o Invision
o Proto.io
o Fluid UI
o Marvel
o User Research
o Usertesting.com
o Userzoom
o Dscout
o Mobile Web & Apps
o Mobile Services
o Device Emulators
o Chrome
o Browsecast
o Screencasting
o droid@screen
o Allcast receiver
o Reflector
o quicktime
o Automated Device Testing
o Perfecto
o Pre-Release Builds
o Testflight
o Hockeyapp
o Bug Monitoring
o Crashlytics
Process & Tools
Same Agile Methods but New Tools

13. 1. Make Mobile A Development Principle
2. Organize the Team
• Mobile Platform Team
• Shared Services
• Product Management
• Dedicate UX / UI Designers
3. Develop the Rest of the Team
• Mobile Training
• Mobile Mobile Summit
• Android and iOS devices for All Product Managers
• QA Device Lab
• Start with Mobile Web Designs
Team Tactics

14. 1. Break Through the Desktop
• Show the mobile experience first
• Screencast during meeting
2. Get Them Involved
• Beta Testing Groups
• Demo Days
• Internal Trends on Monitors
• Service responding to negative Android reviews
3. Training
Company Tactics
Get Everyone Thinking Mobile First!