jeroen tjepkema - measureworks - don't let the lights turn green - mobile pioneers
DESCRIPTION
Jeroen is oprichter van MeasureWorks. Het bedrijf meet, analyseert en verbetert de prestatie van mobiele applicaties en web applicaties. De ervaring van de gebruiker staat daarbij centraal. Op basis van uitgebreid panel research en performance onderzoek presenteert Jeroen praktische tips die voorkomen dat mobiele gebruikers gaan afhaken bij jouw m-commerce strategie. De presentatie geeft inzicht in hoe je elke mobiele strategie kan aanpassen naar een "perfecte user experience" en een product dat jouw bezoekers graag en vaak gebruiken.TRANSCRIPT
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@jeroentjepkema Founder & CEO
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High expectations
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#1. Mobile changes the way we consume data
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Instant access
Always accesible
Responsive
#2. Mobile changes the way we consume data
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#2. Mobile changes the way where and when we interact
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Deliver before the lights turn
green!
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0"
5"
10"
15"
20"
25"
30"
0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"
Aba
ndon
men
t"Ra
te"(%
)"
Page"Load"Time"Band"(sec.)"
Abandonment*Rate*,*All*Browsers*
Source: Gomez real user monitoring
Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"Over"2"weeks"/"All#Browsers#
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0"
5"
10"
15"
20"
25"
30"
0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"
Aba
ndon
men
t"Ra
te"(%
)"
Page"Load"Time"Band"(sec.)"
Abandonment*Rate*,*All*Browsers*
Source: Gomez real user monitoring
Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"Over"2"weeks"/"All#Browsers#
0"
5"
10"
15"
20"
25"
30"
0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15"
Aba
ndon
men
t"Ra
te"(%
)"
Page"Load"Time"Band"(sec.)"
Abandonment*Rate*,*All*Browsers*
Abandonment*Rate*,*iPhone*Safari*
Source: Gomez real user monitoring
Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"Over"2"weeks"/"All#Browsers#vs.#iPhone#Safari#
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@jeroentjepkema, MeasureWorks@jeroentjepkema, MeasureWorks
Fast =
Engagement
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0Source: Jakob Nielsen
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1
0,3
0Source: Jakob Nielsen
Instantaneous: I like it!
Interaction: Let’s conversate...
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1
3
0,3
0Source: Jakob Nielsen
Instantaneous: I like it!
Interaction: Let’s conversate...
Mmm, shall I click away?
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10
1
3
0,3Instantaneous: I like it!
Interaction: Let’s conversate...
Mmm, shall I click away?
Only if the task/content is relevant
0Source: Jakob Nielsen
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0:00 sec. Conversation
starts
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2.5 sec. First reply
0:00 sec. Conversation
starts
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2.5 sec. First reply
0:00 sec. Conversation
starts
4.5 sec. Finish
conversation
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2.5 sec. First reply
0:00 sec. Conversation
starts
4.5 sec. Finish
conversation
Comfort zone
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2.5 sec. First reply
0:00 sec. Conversation
starts
4.5 sec. Finish
conversation
Comfort zone Tolerated
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2.5 sec. First reply
0:00 sec. Conversation
starts
4.5 sec. Finish
conversation
Comfort zone Tolerated Frustrated
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Mobile context?
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ContentUnder time pressure
Mobile context?
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Content
Usability
Under time pressure
(often) one handedMobile
context?
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Content
Usability
Speed
Under time pressure
(often) one handed
While on the move
Mobile context?
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Under time pressureContent
(often) one handedUsability
While on the movePerformance
Mobile context?
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M-commerce?
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Experiment 1: Mobile
Shopping
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Mobile shopping experience setup....
100 mobile users Mobile browsers only via 3G, no WiFi
Perform 2 tasks: ‣Buy a book ‣Buy a T-shirt
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7
6
5
4
3
2
1
1 2 3 4 5 6 7
Average expectation rating
Aver
age e
xper
ience
ratin
g
Find a website
Search for a book
Order a book
Fix it fast
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#1: Speed
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0
12,5
25
37,5
50
Zalando HM V&D Tom Tailor
3,97,715,4
42,1
1. Buy a T-shirt 2. Feedback
4
45
2420
Design Speed Mobile Readiness Other
0
10
20
30
40
Zalando HM V&D Tom Tailor
8
34
15,412 618
54
21
Design Speed Mobile Readiness Other
Round 1
Round 2
Functional issues reported with
Zalando
Mobile Only research: - Task completion: Only use smartphone to buy a book - N = 100, users range from 20-65
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Nexus - Android - 3GTested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
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Nexus - Android - 3G
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
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#2: Usability
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Bol.com Selexyz De Boekerij ECI Bruna Cosmox
Mobile Readiness
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0
25
50
75
100
Bol.com Selexyz Bruna Other
1. Buy a book 2. Feedback bol.com 3. Feedback from different stores
161624
44
Design Speed Mobile Readiness Other
12
46
2616
Design Speed Mobile Readiness Other
Mobile Only research: - Task completion: Only use smartphone to buy a book - N = 100, users range from 20-65
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Mobile Readiness
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- +One touch?
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Login or not?
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Mobile Search
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Experiment 3: Mobile
Banking
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The mobile user experience…
50 users of ING, ABN and Rabobank
Rate the user experience Select home insurance
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There’s an app for that?!
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Satisfaction
Mobile satisfaction compared to desktop
Design Content Usability Speed
77%80%
23%
74%
Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65
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Preference per type of task
Check Balance Transfer 3d Party payments View history
72%
34%38%
77%
Satisfaction Mobile task preference
Mobile satisfaction compared to desktop
Design Content Usability Speed
77%80%
23%
74%
Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65
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Mobile versus Desktop frequency
Daily Weekly 2-weekly Monthly
Preference per type of task
Check Balance Transfer 3d Party payments View history
72%
34%38%
77%
Change in behavior
Mobile satisfaction compared to desktop
Design Content Usability Speed
77%80%
23%
74%
Mobile Banking research: - Focus on task completion - N = 50, users range from 20-65
Mobile
Satisfaction Mobile task preference
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Mobile websites?
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Desktop
Design Content Usability Speed
62%56%
71%81%
Mobile
Design Content Usability Speed
42%
22%
37%34%
Task satisfaction Desktop vs. MobileMobile Banking research: - Focus on task completion - N = 50, users range from 20-65
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What impacts mobile (shopping) experience?
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Day to day usage
Screen size vs. Content
Performance
Mobile browsers
What impacts mobile (shopping) experience?
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0%
10%
20%
30%
40%
Speed Design Readiness Content
2%
18%
30%
40%
11%
40%
24%25%
< 34 > 35
What impacts mobile (shopping) experience?
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What impacts mobile (shopping) experience?
0%
10%
20%
30%
40%
Speed Design Readiness Content
2%
18%
30%
40%
11%
40%
24%25%
< 34 > 35
Mobile Web 32%
Native 68%
Mobile Web 71%
Native 29%
< 34 > 35
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Recipe for experience
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Customer JourneyOptimize all your touch
points
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Regular website Native ApplicationMobile Web
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Focus on task
completion
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http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile-devices.php?goback=.gmp_72842.gde_72842_member_215909354
49%
One device, one hand
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Make it (feel) fast!
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Under real conditions (3g/WiFi)
Your users…
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Under real conditions (3g/WiFi)
Collect data as they use it
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Under real conditions (3g/WiFi)
Test with real devices
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Under real conditions (3g/WiFi)
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There’s always more
than 1..
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If anything else...
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…without it, NO time for
content
Focus on a fast experience
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Thanks! More questions?M: [email protected]: @jeroentjepkemaW: www.measureworks.nl