Mobile App UX Thomas Bering Head of Performance - Nordics, Google - PowerPoint PPT Presentation

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

Flow User Experience Mobile App UX Improving experiences Being customer obsessed Increasing conversions Confidential & Proprietary

User Experience Confidential & Proprietary

Do you prefer products that are ... A. Useless, hard-to-use, frustrating B. Useful, easy-to-use, delightful Confidential & Proprietary

As mobile consumers we are demanding! Confidential & Proprietary

62% 77% 85% Immediacy High Unscripted of action expectations decisions 62% of smartphone of those who encounter 85% of leisure travelers users are more likely to a mobile site that wasn't go into planning take action right away optimized don’t push undecided on a brand because of smartphones through Sources: Consumers in the Micro- Moment, Google/Ipsos, US, March 2015, n=5,398, based on internet users and The 2014 Traveler’s R oad to Decision, Think with Google Confidential & Proprietary

New sensors + services enable new experiences TRANSPORT LISTEN & BUY SEE & BUY REPEAT ORDER CHECKOUT WELLNESS LOCATE & TRACK AUDIO SEARCH VISUAL SEARCH SCAN BARCODE TOUCH SIGN-IN & PAY MONITOR ACTIVITY (SMARTPHONE & SMARTWATCH) Can you leverage them to create value? 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 Confidential & Proprietary

Mobile App UX Confidential & Proprietary

Great Apps understand UX principles end-to-end ADOPT ADOPT USE TRANSACT RETURN RETURN Remove roadblocks Make conversion Provide the ultimate Self service, to usage decisions simple in convenience engagement & delight Confidential & Proprietary

Challenge Driving discovery and installation of your app 60 % 1M+ of apps have apps in each never been downloaded app store Confidential & Proprietary

ADOPT USE TRANSACT RETURN - Put user in control - Primary content only - Obvious use case - Delay registration - Fast sign-in & touch Remove roadblocks to usage Confidential & Proprietary

Challenge Driving engagement with your app more frequently 20 % 95 % of apps are of apps are abandoned used once within 1 month Confidential & Proprietary

ADOPT USE TRANSACT RETURN - Auto-suggestions - Search by image, #tag, ... - High quality assets - Cross-device shopping - Populate stored data Make conversion decisions simple Confidential & Proprietary

ADOPT USE TRANSACT RETURN - Edit all item attributes - Reassuring messages - 1-screen checkout - Express payment - Retention opportunity Provide the ultimate in convenience Confidential & Proprietary

Challenge Installers don’t return Top prompts that exclusive notifications discount or 24% 16% 30% renew app usage coupon towards or bonus of new next purchase content features Clear call to action Target All app users Version of app or Shopping cart audience list (auto-created) Lapsed users abandoners Source: Google/Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps (U.S.), May 2015, Confidential & Proprietary 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?

ADOPT USE TRANSACT RETURN - Discovery user journey - Personalise journey - Design & motion to engage - Widgets + Notifications - Self-service Self-service, engagement and delight Confidential & Proprietary

RETURN History of transactions: Widgets & notifications: - Traditional bank vs. startup Mondo - Contextual info, personal tone-of-voice - Richer contextual info, engaging design - Engaging design (use of Emojis) Self-service, engagement and delight Confidential & Proprietary

RETURN History of transactions: Widgets & notifications: Extending end-to-end service experience: - Mondo + UBER Integration (via Mondo API) - Traditional bank vs. startup Mondo - Contextual info, personal tone-of-voice - Trips annotated with maps of journeys - Richer contextual info, engaging design - Engaging design (use of Emojis) - Expanded to range of loyalty / member data - Pull in Amazon receipts or update transactions with Clubcard or Nectar points when you shop Self-service, engagement and delight Confidential & Proprietary

Where’s the mobile Web ? Confidential & Proprietary

On mobile, entertaining apps dominate time, but sites capture the bulk of transactions TIME 10% 10% SPENT ON SITES INDUSTRY SNAPSHOT 66% 31% SOCIAL 75% OF AUTOS USERS SITES 60% OF FINANCE USERS TIME 34% 70% OF TRAVEL USERS 90% SPENT OTHER ON APPS 71% OF RETAIL & TECH USERS 28% 64% OF LOCAL SERVICES USERS SITES & 35% APPS ... USE SITES MORE OFTEN FOR GAMING & ENT. 6% COMMERCIAL TASKS APPS USER TIME SPENT PRIMARY CHANNEL FOR ON MOBILE DEVICES COMMERCIAL TASKS 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).

Today, Web = Reach and Apps = Features WEB = REACH NATIVE APPS = FEATURES - Persistence & Personalisation - Ultimate Convenience - Optimum Performance (on / offline) - Latest Sensors & Services Dominant model on: Desktop Dominant model on: Smartphone Smartphone platform is dynamic, so think about its trajectory Confidential & Proprietary

Tomorrow, Web = Richer and Apps = More Open WEB = REACH NATIVE APPS = FEATURES - Persistence & Personalisation - Ultimate Convenience - Optimum Performance (on / offline) - Latest Sensors & Services Dominant model on: Desktop Dominant model on: Smartphone Trajectory = more FEATURES Trajectory = more REACH Work Offline Indexable ● ● Push Notifications Re-engagement ● ● Smartphone platform is dynamic, so think about its trajectory Confidential & Proprietary

Progressive Web Apps leverage vast reach of Web and richest features of Native Apps to drive ... more engagement and sales! Confidential & Proprietary

Add rich “ app-like ” elements to make it a Web App Work Offline Push Notifications Install Banner Working offline is a killer feature, especially for mobile users Confidential & Proprietary

Flipkart Lite : first Web App developed ground-up WORKS OFFLINE SPLASH SCREEN SLIDE NAVIGATION PUSH NOTIFICATIONS ADD TO HOMESCREEN [ PERCEIVED EXPERIENCE ] [ AIMING FOR 60-FPS MOTION] [ AND WHEN BROWSER CLOSED] [ AND LAUNCH IN FULLSCREEN ] Flipkart evolution: Web + Native App > Native App Only > Native App + Web App Confidential & Proprietary

2 questions Confidential & Proprietary

Tak Confidential & Proprietary Confidential & Proprietary