mobile, ux & the quest for roi

MOBILE, UX & THE QUEST FOR ROI

Jon Fox

Lead UX, OpenX

@JonFoxUX

Tuesday, October 15, 13

WHAT’S IN THE BOX

UX Strategy

How UX Improves a Product’s ROI

Why Mobile?

What Mobile UX Means

Designing For Mobile


WHAT IS UX STRATEGYDefining what kind of experience you want.

• Product

• Interaction

• Engineering

• Visual Design

Focus through user understanding & product market fit.


BEYOND PRODUCT DESIGN

With products, UX touches all areas where a user interacts with a brand:

• Marketing

• Customer Support

• Sales

• The Brand Itself


EXAMPLE 1: OGCJust like products, you must test a brand.You risk not connecting with you audience, or worse...

In 2008, the UK Office of Government Commerce spent $23,000 of taxpayer dollars on a complete redesign of their logo and branding. They did not test with the public before a widespread launch, which included letterhead, supplies and at a large event napkins and other collateral.

At that event people saw the logo turned 90 degrees for the first time.


EXAMPLE 1: OGC


WHY INVEST?Increased Productivity

Reduced Costs

Increased Sales


ROI and MOBILEFilter ROI Metrics for Mobile Use Cases:

Speed

Context and Relevancy

Captive Audience

Task Completion

Updates


ROI METRICSHard

1 Conversion / Acquisition

2 Lead generations

3 Retention

4 (Targeted) traffic

5 Viral referrals

6 Channel migration

7 Employee productivity

8 Cost savings

Soft

1 Engagement

2 Customer satisfaction

3 Loyalty to brand

4 Utilization and product / service adoption

5 Awareness


HOW TO MEASURE UX ROI?Conversion Rates (Understanding Your Target)

• Engagement

• Frequency of Use

• Task / Activity Completion

• Sign Ups

• App Updates

Revenue (Understanding Your Market)

• Ad Impressions

• Sales

Support Costs (Understanding Your Systems


EXAMPLE 2: ExpediaToo many fields and elements on forms, increases the chances of users making mistakes.

Checkout form had one field marked “Company.” Users thought it was for their Bank, and thus started filling in the rest of the information for their bank.This caused Credit Card verification to fail. And thus shopping cart abandonment.

Removing that field led to $12M / Year Increase in Sales


WHY MOBILE?In 2007, the iPhone really did change everything.


WHY MOBILE?Think about your 8 year old self. Now describe to your 8 year old self the device you have sitting in your pocket and what you can do with it.


TOOLS

Navigation

Pocket Cameras

SMS

Boarding PassesCoupons

MusicTravel

Games

News

Internet

Mobile Payments

Productivity

Work Solutions

CSS

Advertising Movies and TV

Search

Health and Fitness Support

Local Recommendations

Movie Tickets

NFC

CommerceLoyalty Programs

Content Curation


TOOLS


WHY UX?


WHY MOBILE UX MATTERSAlthough consumers are spending 32% of their digital time on mobile, only 10% of digital commerce is occurring there.

WHY?


WHY MOBILE UX MATTERSGoogle’s “Our Mobile Planet” 2013 study:

1.Cannot trust credit card security on mobile device (40%)

2.Screen size is too small (40%)

3.Cannot see detailed product/service information (27%)

4.Hard to type (25%)

5.Hard to compare prices and options (22%)

THESE ARE ALL UX PROBLEMS AND SOLVABLE


http://www.thinkwithgoogle.com/mobileplanet/en/graph/?country=us&category=MOBSHOP&topic=Q46&stat=Q46_01&stat=Q46_02&stat=Q46_03&stat=Q46_04&stat=Q46_05&stat=Q46_06&stat=Q46_07&stat=Q46_08&stat=Q46_09&stat=Q46_10&stat=Q46_11&wave=2013&age=all&gender=all&chart_type=bar

http://www.thinkwithgoogle.com/mobileplanet/en/graph/?country=us&category=MOBSHOP&topic=Q46&stat=Q46_01&stat=Q46_02&stat=Q46_03&stat=Q46_04&stat=Q46_05&stat=Q46_06&stat=Q46_07&stat=Q46_08&stat=Q46_09&stat=Q46_10&stat=Q46_11&wave=2013&age=all&gender=all&chart_type=bar

NUMBERS• Heavy mobile data users are projected to triple to one billion by 2014. (Morgan Stanley)

• Among American adults (18-29) who use the Internet on their phones, 45% do most of their web surfing there. For all age groups, though, preferences are shifting away from desktops and laptops and toward mobile devices. (6/2012, Nieman Lab)

• Worldwide, 25% of mobile web users only use mobile web or very rarely use desktop websites. (techi.com)

• US consumers are spending 127 minutes per day in mobile apps, up 35% from last year. Desktop web usage actually declined slightly by 2.4% from 72 to 70 minutes. Nearly two times more time in mobile apps than on the Web. (12/2012, Techcrunch)

• More than 39% of people use their smartphone at least once a day while watching TV, 62% say they do this multiple times a week and 84 percent do at least once a month. (11/2012, Nielsen)


http://www.techi.com/2012/07/the-mobile-takeover/

http://www.techi.com/2012/07/the-mobile-takeover/

NUMBERSTakeaway:

The growing demographic for mobile usage is youth. Youth spend more money online than any other group. The experience needs to be better.


NUMBERS


ELEMENTS OF MOBILE UX


WHY UX FOR MOBILE?Context:

For the first time there is a context for software applications beyond sitting at a desk.

Environment:

Mobile users are out in the world, doing other things, with other people and distracted.


WHY UX FOR MOBILE?Speed:

Mobile users need to get information and perform actions quickly while doing other things.

Filling Time:

In line, waiting for someone or using it for distraction.


WHY UX FOR MOBILE?Next Generation:

The next generation of users is upon us. They’re context is touch, mobility and speed. Reaching them requires intuitive design.

For better or worse,they are...

Mobile First.


MOBILE FIRSTForces you to focus and prioritize your products by embracing the constraints inherent in mobile design.


MOBILE FIRST"When a team designs mobile first, the end result is an experience focused on the key tasks users want to accomplish without the extraneous detours and general interface debris that litter today's desktop-accessed Web sites. That's good user experience and good for business."

- Luke Wroblewski


MOBILE FIRST:A Spice Not A Main Course

Like all aspects of product design, Mobile First may or may not be the right strategy.

Depends on goals of the product, the needs of the business and the flexibility required to deliver experiences to users.


UX SOLUTIONS FOR MOBILE

Simplification

Design Focus

Screen Size

Multi-Device / Gesture

Multitask


Over Reliance on Features that Few Use =

COMPLEXITY


DESIGNING FOR MOBILEPersonas aren't static.

Fragmented experience, Users distracted.

Simplicity.

Always on.

Speed.


DESIGNING FOR MOBILEPERSONAS:An individual user may shade through several personas in the course of a day, each adapted to its context and possessing its own idiom of words, gestures, interactions, and expectations.

FRAGMENTED:Build for flow Build for grace under fireMust be tested in the world, not in a lab.


DESIGNING FOR MOBILESIMPLICITY:Products used to be complex to push features first. Mobile has changed that. It forces simplicity.Quick, easy to understand and free from distraction.Big ButtonsClear Text LabelsEasy, short text

ALWAYS ON:Mobile demands an "always on" mentality for content portability. It is an extension of what they were doing at their desk but also what they want to do right now.Must be goal oriented, free of distractions and dark patterns. Focused Experience


DESIGNING FOR MOBILESpeed

• 74% of mobile users will leave a site if it takes longer than 5 secs to load.

• The average size of a web page in 2012 was 1.25MB.

• Assuming this trend continues, average page sizes in 2014 will be over 2 MB.

• 3G network speeds are 40% slower and 4G/LTE connections are 12% slower on average than desktop connections.

• 86% of responsive designs tested from a sample of 347 sites sent the same assets/files to all devices.


We need to consider how this impacts the next generation of interaction design.

Non-touch based gestures, speech, wearables and flexible interfaces.

The line between computer and human interaction will continue to blur and mobile is the first step. By focusing design patterns on context and simplicity, we can create products that will continue to change the world.

New opportunities for UX, monetization and product design. What will you create?

BEYOND MOBILE


BEYOND MOBILE


Q&A


ACKNOWLEDGEMENTS• Simple and Usable by Giles Colborne

• Designing for Mobile Superpower

by Joanna Proulx. UX Magazine

• Tapworthy by Josh Clark

• Why Mobile ROI is So Hard on Medium.com

by Ameet Ranadive, Twitter

• The Internet by You


http://uxlx.23video.com/video/1665583/the-dawning-of-the-age-of

http://uxlx.23video.com/video/1665583/the-dawning-of-the-age-of

mobile, ux & the quest for roi

Technology

mobile users

mobile ux matters

mobile apps

mobile usage

mobile planet

mobile devices

mobile web users

mobile use cases