THE MOBILE ASSETS

1. Sites & Apps 2. Site Design Principles

TABLE OF CONTENTS

Sites & Apps

Is mobile web dead?

“The mobile war is over and the app has won”

venturebeat.com 2013/04/03

86%

14%

TIMESPENTON SITES

TIMESPENTON APPS

USER TIME SPENTON MOBILE

DEVICESSource: Flurry (http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.VQmG7GTLeD4)

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

86%

14%

TIMESPENTON SITES

TIMESPENTON APPS

14%

40%GAMIN

G & ENT.

28%SOCIAL

20%OTHER

USER TIME SPENTON MOBILE

DEVICES

Time spent Value for your business

Source: Flurry (http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.VQmG7GTLeD4)

Mobile site is an entrance to your service

SITE USERS APP USERS

+ New & Occasional Users+ Consideration PhaseAlso+Frequent Users+Existing Customers

+Frequent Users

+Existing Customers

+Unique Mobile Usage

Pop quiz!How many apps are there on Google Play?

60% of apps have never been downloaded

20% are only used once after installation

95% of apps are abandoned within a month

Source: http://www.hindustantimes.com/business-news/over-100-billion-mobile-apps-downloaded-in-2013/article1-1124695.aspx

Your Client: Apps or Sites?

APPS FIRSTWHO: APP-CENTRIC MODELS

SITES FIRSTWHO: MOST COMPANIES

SITES + APPS

WHO: COMPANIES WHO HAVE NAILED THEIR SITE...

Intended for high frequency use (e.g. daily)

Delivers app-only capabilities (e.g. offline)

Entertainment, media, or gaming uses.

Fully optimized for mobile

Fully functional core capability like commerce

Built with your future customer base in mind

...and want to expand on site capabilities...

...with app-only capabilities (e.g. offline)

Focused on most loyal, engaged customers

Site Design Principles

Busy

Distracted

Lazy

Fast

Relevant Easy

Three characteristics of mobile users

Qualitative user data

100 Mobile Websites Tested

25 mobile site UX principles

Homepage & Site Navigation

Site Search

Commerce & Conversions

Form Entry

Usability & Form Factor

Source:http://www.google.com/think/multiscreen/whitepaper-sitedesign.html

Make site search visible and relevantAuto-completion, filters and sorting

Make x-device experience seamlessShare button and shopping cart / wish list

Source:http://www.google.com/think/multiscreen/whitepaper-sitedesign.html

Make form short and effectiveMandatory fields, conversion steps, real time validation

and numerical keyboards

HOMEPAGE& SITE NAV. 4/4 Calls to Action

Front & Center Short Menus Homepage Navigation

Promotions Well Integrated Doing Not Doing

SITE SEARCH 0/4 Visible Site Search

Relevant Results Filters Guides to

better results

SCORE TOTAL

COMMERCE& CONVS. 3/5 Guest

browsingGuest

Checkout

Existing information

used

Click to Call Present

Easy to convert on

another device10/25

FORM ENTRY 2/5 Info entry streamlined

Simplest input method used

Visual Calendars

Real time data validation

Efficient form design

USABILITY& FORM FACTOR

1/7Entire site

optimized for device

No pinch to zoom

Product images

expandable

Site works all orientations

Stay in same window

Avoids “full site” labeling

Clear about use of users

location

Legend

Can consumers get around easily?

Can consumers search for what they want?

Can consumers search for what they want?

Can consumers easily give you their information?

Can consumers use your website with minimal frustration?

Let’s review and score your mobile site UX!

Thank you!

Insert client site example here

Filling Out Forms: On Screen Selectors

Mobile Sites: The Good, The Bad, The Ugly

Users of Sites Vs. Users of Apps

SITES

APPS

+ First Time Users

+ New & Occasional Users

+ Consideration Phase

Also

+Frequent Users

+Existing Customers

+Frequent Users

+Existing Customers

+Users of Unique Mobile Functionality

Pop Quiz: Name this Company

● 352 Million Average Monthly Unique Users ● Offices across the world ● Market Cap of 5.8B ● Company culture is described as a

passionate, predicated on collaboration, humility and respect

King.com

Why This Matters

“... I was worried I would miss something or wouldn't be able to read something, and I was worried about screwing something up and you know, her birthday was coming up quick ...”

Insert client site example here

Keep Calls-to-action front and center

Lowest User Ratings Highest User Ratings

Confusing for Consumers

Insert client site example here

Easy to Find Info

Homepage should focus on connecting consumers to the content they are seeking

Keep Calls-to-action front and center

Make Site Search Visible, Smart & Relevant

Make Site Search Visible, Smart & Relevant

Allow your customers to convert as a guest

Consumer Pain Point: Filling Out Forms

Seems Daunting

Insert client site example here

Seems Manageable

Divide form into smaller chunks to make it more approachable for consumer

Filling Out Forms: Steps & Progress Bars

Let Users Pick Up Where They Left Off

Users want to be able to finish their task later if needed

thinkwithgoogle.com

google.com/think/multiscreen/whitepaper-

sitedesign.html

Resources:

Allow your customers to convert as a guest

Average Rating (Mobile Sites)