How Urban Outfitters Supercharged Their Sales and Mobile Initiatives with Crittercism mAPM

Webinar: How Urban Outfitters Improved Mobile Performance 7xOctober 15, 2013

Agenda About URBN & URBN

Mobile URBN Dev Process Challenges Rewind Use cases for mobile app

performance management (mAPM) @ URBN

Crittercism mAPM

Crittercism Solution Overview 3

Crittercism BackgroundLeader in Mobile Application Performance Management

July 22, 2013

• Monitor 1B+ app instances and 600M+ devices

• Analyzed over 100 billion app launches

• Manage thousands of customer accounts

We Operate at Scale

We started with mobile and built the mAPM solution from the ground up

Mobile is our DNA

Our Investors

“Crittercism and its technology are widely adopted and provide value to those struggling with

the emerging mobile application market.”


• 87% of U.S. consumers spend the majority of their time on a mobile app rather than a mobile browser (Neilson)

• “10 percent of in-store transactions in the United States are made via mobile phone”, Starbucks

• “55% in-store customers have a smartphone. Those with our app spend 40% more and visit the store 2x as much”, Walmart

• Ebay expects to generate $20 billion each from mobile commerce and mobile payments this year.

Mobile is Changing How Companies Like URBN Interact With Customers

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About Urban Outfitters

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• Over 400 retail locations in 7 countries

• Five retail brands: Urban Outfitters, Anthropologie, Free People, Terrain, and BHLDN.

• Hip clothing, footwear, accessories, housewares products

• Over 25,000 Employees


• Urban Outfitters Brand

• Free People Brand

• Anthropologie coming next year

URBN’s External Facing Mobile Apps

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• MPOS• Restocking• Reticketing• IPOS• 2 new apps coming

URBN Internal Facing Mobile Apps

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• Agile

• Continuous Integration

• Continuous Delivery

Process

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No visibility

into crashes

MobileService

MobileApp

Issues

No symbolication

of stack traces

No visibility into

network issues

No metrics on crash

frequency

No high level view of overall

stability


• ~6% crash rate with lots of crashes unexplained

• Hard to reproduce, often need up to 2 weeks of troubleshooting

• Store associates = testers

• App was nearly pulled from devices!

Pilot Issues

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• Crash breadcrumbs• Symbolicated stack traces• Crash statistics• Upload API / dSYMs• Handled exception logging• Network monitoring• Wicked WWDC parties• Awesome hoodies• Marshmallow guns

Crittercism Provides

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12

Development build crash

• Receive email alert of new crash / view report

• Create Jira ticket via Crittercism dashboard

• Mark crash report as known

• Fix issue

• Mark as resolved

Usage Scenario 1: Automated deploy of new dev build via API

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• Receive email alert of new crash

• Create Jira ticket via Crittercism dashboard


• Fix issue



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• Receive email alert of new crash

• Create Jira ticket via crittercism dashboard


• Fix issue



• Notice large numbers of handled exceptions

• Look further into cause

• Log Jira Ticket

• Fix Issue

Usage Scenario 2: Handled Exceptions

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• Notice may 400+ level HTTP failures– E.g. many image

URLs failing

• Report to Network / API team

• App improvement

Usage Scenario 3: Network Monitoring (1)

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• Notice may 400+ level HTTP failures– E.g. many image

URLs failing

• Report to Network / API team

• App improvement

Usage Scenario 3: Network Monitoring (2)

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images.acme.com/activity/images/xalakd.png

images.acme


• Allows us to understand the users context

• Can more easily duplicate crash case

• Log a defect

• Fix / Deploy defect

Usage Scenario 4: Using Breadcrumbs to track user flow

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• Lower crash rates – Gone down from 6% to .8% currently – 7x improvement!

• Better visibility of network issues

• Better visibility of caught exceptions

• 2 weeks of troubleshooting minutes

• More comfortable because of Hoodie warmth

URBN Benefits

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Run APPS FASTER, BETTER & SMARTER

Error monitoring, reporting & troubleshooting Cloud service & network performance management

Crittercism Platform

Crittercism SolutionsUnified mAPM solution for Dev/QA & Ops

Real-time Big Data Engine

Full Mobile Device & OS support

Dashboards & Reports

Security, RBAC, data security

Data & System API

Availability & perf management

Crash Performance Cloud Performance

Select Crittercism Customers

Technology Media Fortune 500


• Mobile platforms introduce new complexity in device, apps, OS, network, & carriers that require a new set of tools to monitor effectively

• Urban Outfitters has been able to deliver dramatically more stable and responsive mobile apps using Crittercism’s mAPM solution

• Questions? [email protected]

Summary & Next Steps

June 13, 2013

Start your free trial!

http://www.crittercism.com/

Thank you

@crittercism crittercism.com