Confidential & ProprietaryConfidential & Proprietary
Mobile App UXThomas Bering
Head of Performance - Nordics, Google
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Flow
Improving experiences
Increasing conversions
Mobile App UX
Being customer obsessed
User Experience
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Do you prefer products that are ...
A. Useless, hard-to-use, frustrating
B. Useful, easy-to-use, delightful
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Immediacy of action
62% of smartphone users are more likely to take action right away
because of smartphones
High expectationsof those who encounter a mobile site that wasn't
optimized don’t push through
77%
Unscripted decisions
85% of leisure travelers go into planning
undecided on a brand
85%62%
Sources: Consumers in the Micro-Moment, Google/Ipsos, US, March 2015, n=5,398, based on internet users and The 2014 Traveler’s Road to Decision, Think with Google
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New sensors + services enable new experiences
Can you leverage them to create value?
SEE & BUYVISUAL SEARCH
LISTEN & BUYAUDIO SEARCH
TRANSPORTLOCATE & TRACK
WELLNESSMONITOR ACTIVITY
(SMARTPHONE & SMARTWATCH)
CHECKOUTTOUCH SIGN-IN & PAY
REPEAT ORDERSCAN BARCODE
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Mobile Apps shape and set new service expectations [not the Web] …
... so it’s critical we improve
user experiences and conversions
We need to become customer obsessed
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Great Apps understand UX principles end-to-end
RETURNTRANSACTUSEADOPT
Remove roadblocks to usage
Make conversion decisions simple
Provide the ultimate in convenience
Self service, engagement & delight
RETURNADOPT
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Driving discovery and installation of your app
1M+ apps in each
app store
Challenge
60% of apps have
never been downloaded
Confidential & ProprietaryRemove roadblocks to usage
- Put user in control - Primary content only - Obvious use case - Fast sign-in & touch
ADOPT USE TRANSACT RETURN
- Delay registration
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95% of apps are abandoned
within 1 month
ChallengeDriving engagement with your app more frequently
20% of apps are used once
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- Populate stored data
Make conversion decisions simple
- Search by image, #tag, ... - High quality assets - Cross-device shopping
ADOPT USE TRANSACT RETURN
- Auto-suggestions
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- Retention opportunity- Edit all item attributes
Provide the ultimate in convenience
- Express payment- 1-screen checkout
ADOPT USE TRANSACT RETURN
- Reassuring messages
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discount or coupon towards next purchase
ChallengeInstallers don’t return
Source: Google/Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps (U.S.), May 2015, Base: Average among those in each vertical who have stopped using apps on their smartphone (n=6650), Google/Ipsos Survey Q37. Now thinking about [...] apps that you've stopped using or uninstalled from your smartphone, which of the following would make you more likely to start using the app again?
All app users (auto-created)
Version of app or
Lapsed users Shopping cart abandoners
Target audience list
Clear call to action
Top prompts that renew app usage
exclusive or bonus content
notifications of new features
24% 16% 30%
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- Widgets + Notifications- Self-service
Self-service, engagement and delight
- Design & motion to engage- Discovery user journey
ADOPT USE TRANSACT RETURN
- Personalise journey
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RETURN
History of transactions:
- Traditional bank vs. startup Mondo
- Richer contextual info, engaging design
Widgets & notifications:
- Contextual info, personal tone-of-voice
- Engaging design (use of Emojis)
Self-service, engagement and delight
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Extending end-to-end service experience:
- Mondo + UBER Integration (via Mondo API)- Trips annotated with maps of journeys
- Expanded to range of loyalty / member data- Pull in Amazon receipts or update transactions with Clubcard or Nectar points when you shop
RETURN
History of transactions:
- Traditional bank vs. startup Mondo
- Richer contextual info, engaging design
Widgets & notifications:
- Contextual info, personal tone-of-voice
- Engaging design (use of Emojis)
Self-service, engagement and delight
On mobile, entertaining apps dominate time, but sites capture the bulk of transactions
Sources: Time spent stats:http://yahoodevelopers.tumblr.com/post/127636051988/seven-years-into-the-mobile-revolution-content-is;Commercial task stats: Google/Ipsos Multiscreen Industry Study of 29k smartphone users across 9 industries (to be published).
66%SITES
6%APPS
28%SITES &
APPS
PRIMARY CHANNEL FOR COMMERCIAL TASKS
INDUSTRY SNAPSHOT
75% OF AUTOS USERS
60% OF FINANCE USERS
70% OF TRAVEL USERS
71% OF RETAIL & TECH USERS
64% OF LOCAL SERVICES USERS
... USE SITES MORE OFTEN FOR
COMMERCIAL TASKS
90%
10%TIMESPENTON SITES
TIMESPENTON APPS
10%
35%GAMING & ENT.
34%OTHER
31%SOCIAL
USER TIME SPENTON MOBILE DEVICES
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Today, Web = Reach and Apps = Features
WEB = REACH
Smartphone platform is dynamic, so think about its trajectory
NATIVE APPS = FEATURES
Dominant model on: Smartphone
- Persistence & Personalisation
- Ultimate Convenience
- Optimum Performance (on / offline)
- Latest Sensors & Services
Dominant model on: Desktop
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Tomorrow, Web = Richer and Apps = More Open
WEB = REACH
Smartphone platform is dynamic, so think about its trajectory
● Work Offline
● Push Notifications
Trajectory = more FEATURES
NATIVE APPS = FEATURES
Dominant model on: Smartphone
- Persistence & Personalisation
- Ultimate Convenience
- Optimum Performance (on / offline)
- Latest Sensors & Services
● Indexable
● Re-engagement
Trajectory = more REACH
Dominant model on: Desktop
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Progressive Web Apps leverage
vast reach of Web
and richest features of Native Apps
to drive ... more engagement and sales!
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Add rich “app-like” elements to make it a Web App
Work Offline
Working offline is a killer feature, especially for mobile users
Push Notifications Install Banner
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Flipkart Lite: first Web App developed ground-up
Flipkart evolution: Web + Native App > Native App Only > Native App + Web App
SPLASH SCREEN[ PERCEIVED EXPERIENCE ]
WORKS OFFLINE
ADD TO HOMESCREEN[ AND LAUNCH IN FULLSCREEN ]
SLIDE NAVIGATION[ AIMING FOR 60-FPS MOTION]
PUSH NOTIFICATIONS[ AND WHEN BROWSER CLOSED]