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Confidential & Proprietary Confidential & Proprietary Mobile App UX Thomas Bering Head of Performance - Nordics, Google

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Page 1: Mobile App UX - Danske Medier:danskemedier.dk/wp-content/uploads/Google-presentation-App-Day... · Mobile App UX. Confidential & Proprietary Great Apps understand UX principles end-to-end

Confidential & ProprietaryConfidential & Proprietary

Mobile App UXThomas Bering

Head of Performance - Nordics, Google

Page 2: Mobile App UX - Danske Medier:danskemedier.dk/wp-content/uploads/Google-presentation-App-Day... · Mobile App UX. Confidential & Proprietary Great Apps understand UX principles end-to-end

Confidential & Proprietary

Flow

Improving experiences

Increasing conversions

Mobile App UX

Being customer obsessed

User Experience

Page 3: Mobile App UX - Danske Medier:danskemedier.dk/wp-content/uploads/Google-presentation-App-Day... · Mobile App UX. Confidential & Proprietary Great Apps understand UX principles end-to-end

Confidential & Proprietary

User

Experience

Page 4: Mobile App UX - Danske Medier:danskemedier.dk/wp-content/uploads/Google-presentation-App-Day... · Mobile App UX. Confidential & Proprietary Great Apps understand UX principles end-to-end

Confidential & Proprietary

Do you prefer products that are ...

A. Useless, hard-to-use, frustrating

B. Useful, easy-to-use, delightful

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Confidential & Proprietary

As mobile consumers we are

demanding!

Page 6: Mobile App UX - Danske Medier:danskemedier.dk/wp-content/uploads/Google-presentation-App-Day... · Mobile App UX. Confidential & Proprietary Great Apps understand UX principles end-to-end

Confidential & Proprietary

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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Confidential & Proprietary

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

Page 8: Mobile App UX - Danske Medier:danskemedier.dk/wp-content/uploads/Google-presentation-App-Day... · Mobile App UX. Confidential & Proprietary Great Apps understand UX principles end-to-end

Confidential & Proprietary

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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Confidential & Proprietary

Mobile App UX

Page 10: Mobile App UX - Danske Medier:danskemedier.dk/wp-content/uploads/Google-presentation-App-Day... · Mobile App UX. Confidential & Proprietary Great Apps understand UX principles end-to-end

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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

Page 11: Mobile App UX - Danske Medier:danskemedier.dk/wp-content/uploads/Google-presentation-App-Day... · Mobile App UX. Confidential & Proprietary Great Apps understand UX principles end-to-end

Confidential & Proprietary

Driving discovery and installation of your app

1M+ apps in each

app store

Challenge

60% of apps have

never been downloaded

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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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Confidential & Proprietary

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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Confidential & Proprietary

- 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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Confidential & Proprietary

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

Page 20: Mobile App UX - Danske Medier:danskemedier.dk/wp-content/uploads/Google-presentation-App-Day... · Mobile App UX. Confidential & Proprietary Great Apps understand UX principles end-to-end

Confidential & Proprietary

Where’s the mobile

Web?

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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]

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2 questions

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Confidential & ProprietaryConfidential & Proprietary

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