how to develop successful mobile products
DESCRIPTION
Consumers use multiple screens during their day for different purposes and at different times. It’s no longer sufficient to simply have a website, a strategy for multiple screens including smart phones and tablet’s is essential. Sites that don’t cater for each platform will lose users as they move between different screens. New technologies have enabled fast moving entrants to gain a foothold in many markets before established businesses have had a chance to respond. How can businesses respond to challenge of keeping up? This talk will look at how companies can embed mobile and tablet technologies into their digital strategies. It will cover key technologies for mobile development as well as the management challenge of keeping pace with technology driven change.TRANSCRIPT
How to develop
successful mobile
products
AutoTrader’s tech estate….
• Consumer mobile website
• iOS and Android mobile and tablet apps
• Apps for dealers
• Mobile sites for dealers
• Mobile vehicle locators for
manufacturers
• Mobile web sites for dealers
520m visits across all platforms
(YoY +23%)
95.1m cross-platform visitors
to our web-sites
(YoY +8%)
5,720websites hosted by us
(+5% YOY)
1,228estimated mobile-only
websites hosted by us
(+29% YoY)
…makes us a good barometer
visits on mobile devices28m in January
(YoY +36%)
What does mobile change?
• What consumers do
• How they do it
• When they do it
Life – has got complicated!
Expect visits from buyers who want it now!
45% visit dealers
directly
Sources:* AT.co.uk Survey July 2012 (with mobile users filtered)**AT mobile response survey May 2012 (.mobi users)
Usage patterns fluctuate comparing Sunday…
Shortlist and DiscoveryIgnition (Tablet and Mobile) Editorial / Video ReviewsAuto Trader.co.uk (PC and tablet browser) Editorial / Video Reviews
SUNDAYS
3%3.5% 4%
5.3% 5.5%
4.5%
6.6%6.2% 6%
7.8%7.2%
9.5%
Desktop
…to a week day
Shortlist and DiscoveryIgnition (Tablet and Mobile) Editorial / Video ReviewsAuto Trader.co.uk (PC and tablet browser) Editorial / Video Reviews
3.5% 4%2.5%
5.8%5%
3%
5.8%6%
5.5%
8.2%9%
13%
Desktop
We can’t predict how this is going to end
1992 2013 (iPhone 4s) % Change
Price £1,500 £289 -80%
Standby time 8 hours 200 hours +2400%
Talk time 20 minutes 8 hours +2300%
Sustainable software
• Deciding what to build
• How to build it (who, UX and
architecture)
• Give teams autonomy
• Let data guide the product
• Find good people
Are all experiences the
same?
Different platforms – different uses
• Time of day
• Location
• Task
…lots of user journeys
What do consumers see as good?
1. Quality and speed of car locators
2. Accurate information
3. Quality images
What do consumers see as good?
On mobile…
1. Speed of content
2. Easy to read
3. Straight forward to
navigate
Responsive or optimised?
Site user experience (Google rating)
90%
99%
91%96%
99%
78%
88%
99%
83%
100%
94%99%
93%
Site response speed (Google rating)
84%
69%
77%
84%
58%
51%
33%
58%60%
67%
46%
62%60%
Device management
- Same URL
- Smaller foot print
- Optimised for mobile
Constantly evaluate new devices
Swap traffic between experiences
We’re in the software
business now
Built to last – who will build it?
• In house
• Long term partner
• Onsite third party
• Multiple third parties
• Number of open tickets
• Mean time to close
More desirable
Less desirable
Good architectureChoose the right architecture
Simple
Scalable
Measurable
Go agile
Card wall – multiple streamsStatus
New build requests
Changes
Continuous delivery
• Automated testing at commit time
• Automated integration and smoke tests
• Deployment
• Live monitoring
1,815 software releases
(YoY +31%)
94% release success
Build the right product
Product discovery – an emergent field
• Minimum Viable Products
• Understand what gets traction
• Find sticking points
• Move fast to grow quicker and remove
problems
Dual track agile
DEALERSDIGITAL
MARKETINGCUSTOMERS
Product discovery
Data Experiments
Product delivery
AgileContinuous
delivery
How do we measure ‘right’?
Acquire
Activate
Retain
ReferRevenue
Assign a value
to each stage of
the funnel
Scaling up
Squads
• Mini start up
• All the skills needed
in the squad
• Balance of product,
tech and delivery
Squads delivering mobile…
Home page Selling Native apps
Find the right people
“The war for talent is over.
Talent has won.”
Deloitte Consulting – Dec 2013
Deep skills
Broad skills
T-shaped people
Deep skillsJava, MVC
Broad skillsHTML, JavaScript, SQL, estimation, automated
testing, business analysis
T-shaped people
“Lastly, start ups are a big part of a new movement back to the city. Young people increasingly
turn away from suburbia and move to hip urban districts, which become breeding grounds for
new firms.”
The Economist – January 2013
More important Less important
Measurability OVER Hunches
Built-in flexibility OVER Resistance to change
Continuousdelivery
OVER Big projects
Good people OVER Fill the role
Thank you
@adrian_m0ss