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

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

Aug 04, 2023 540 likes •841 views

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

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Mobile App UX

Thomas 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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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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As mobile consumers we are

demanding!

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Immediacy

  • f action

62% of smartphone users are more likely to take action right away because of smartphones

High expectations

  • f those who encounter

a mobile site that wasn't

  • ptimized 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 & BUY

VISUAL SEARCH

LISTEN & BUY

AUDIO SEARCH

TRANSPORT

LOCATE & TRACK

WELLNESS

MONITOR ACTIVITY

(SMARTPHONE & SMARTWATCH)

CHECKOUT

TOUCH SIGN-IN & PAY

REPEAT ORDER

SCAN 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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Mobile App UX

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Great Apps understand UX principles end-to-end

RETURN TRANSACT USE ADOPT

Remove roadblocks to usage Make conversion decisions simple Provide the ultimate in convenience Self service, engagement & delight

RETURN ADOPT

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Driving discovery and installation of your app

1M+

apps in each app store

Challenge

60%

  • f apps have

never been downloaded

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Remove 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%

  • f apps are abandoned

within 1 month

Challenge

Driving engagement with your app more frequently

20%

  • f 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

Challenge

Installers 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

  • r bonus

content notifications

  • f 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

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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%

TIME SPENT ON SITES TIME SPENT ON APPS

10%

35%

GAMING & ENT.

34%

OTHER

31%

SOCIAL

USER TIME SPENT ON 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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Tak