IAB NZ Mazda Mobile Site Presentation 2012

1. Mobile & the automotive industry
Wednesday, 29 August 2012

2. ⋅ Mobile & the automotive industry
⋅ 9 .99 learnings for fast mobile solutions
What we’re talking about today
@alexleece @romidex

3. High involvement purchase - online platforms
key in research phase of path to purchase

4. Old Context

5. New Context – more mobile, more sources

6. Our brands are everywhere, just like your
mobile

7. Smart phone penetration growing

8. The 99%: iOS & Android

9. The 1%: Blackberry, Windows, Symbian,
Opera, Bada, Web OS

10. Always On Retail - We want people to have
a positive experience of the Mazda brand
when & where they want it

11. Deliver most important functions to an on
the go user
Models
Book a Test Drive
Find a Dealer
Mazda On Call
Special Deals

12. Rich experience & depth of information in
a mobile optimised format

13. Connect people to our dealer network
along the path to purchase

14. Incentivised prices has bred comparison
shopping – even on the go

15. Integrate with other channels to extend
engagement & drive sales leads

16. 57% of users say they won't recommend a
business with a poorly designed mobile site.
40% have turned to a competitor's site
after a bad mobile experience.*
Do you need to support mobile?
*Compuware. “What Users Want from Mobile.” 2011.

17. Yes! Yes you do!
And the sooner the better!
.99 have focused on fast to market
mobile solutions for our clients.
9 .99 learnings for fast quality mobile solutions…
Do you need to support mobile?

18. Identify what your customers want to do with your
business on mobile:
⋅ Research what mobile users are currently doing on
your site.
⋅ Survey your customers, review competitors &
overseas.
⋅ Review current content & tools.
1. Set clear objectives & goals
Why would someone use
this on a phone?
How can I enhance this for
mobile or tablet users?

19. 2. Build approach? Standalone site?
mazda.co.nz Mobile Site
⋅ Users are automatically redirected to m.mazda.co.nz
when visiting from a mobile device.
⋅ Mobile site is a custom build specific to a mobile audience on the
move.
⋅ Built on-top of the existing mazda.co.nz site & CMS.
⋅ 4 week mobile specific build.

20. 2. Build approach? Standalone site?
Considerations
• Sharing & search is harder.
• Bit more work for future
enhancements.
• Do users want all content?
• Internal links added via CMS.
Recommended if you’re…
• Adding mobile to an
existing site.
• Mobile experience needs to
be unique from desktop.
• Wanting total flexibility of
your mobile experience.
• Desktop site uses large
images & files.

21. Screen Width
2. Build approach? Responsive?
farmers.co.nz New Season Redesign
⋅ Fluid flexible design template that changes dependent on screen
width,
⋅ Mobile site is part of broader site template.
⋅ Entire project (full redesign of entire site, creation of responsive
design templates, apply to existing site templates – 3 weeks.
1,600px 768px 320px

22. 3. Build approach? Responsive Design?
Considerations
• Page size & speed.
• Increased initial build
costs.
• Access to non mobile
version.
• Forget about pixel perfect!
Recommended if you’re…
• Redesigning everything.
• Can spend more now to
future proof & reduce
ongoing cost & effort.

23. 4. Build approach? RESS/Adaptive?
Future: Best of both worlds
RESS (Responsive Web Design + Server Side
Components)
⋅ Build in device only features.
⋅ Optimised page size & speed.
⋅ Built for the future.
⋅ Is sharing & SEO friendly.
⋅ Still only appropriate if you are
starting design from scratch.

24. Engage further with a mobile app, but only if you can
offer a compelling experience.
⋅ Utility, entertainment or both.
⋅ A tool to customers that requires device specific
functions, e.g. upload file, gestures, etc.
⋅ If users need to view information while offline.
5. What about native apps?

25. ⋅ If possible design with “Mobile First” in mind.
⋅ No hover states.
⋅ Minimise requests for users to input text.
⋅ Multiple points & less precise.
6. Focus on content, design for the thumb

26. ⋅ COPE: Create Once, Publish Everywhere Centralised
content management.
7. Central & seamless
CMS

27. ⋅ 71% of mobile phone users expect websites to load
as quickly on their mobile phones as their desktops.
⋅ 60% of mobile phone users will only wait
3 seconds or less for a page to load.*
⋅ Optimise your images.
⋅ Don’t load things you don’t
have to.
8. Optimise, make loading fast
*Compuware. “What Users Want from Mobile.” 2011.

28. ⋅ We’re right at the beginning & user behaviors and
patterns are still emerging.
⋅ Ensure you can view mobile traffic separate from
your main site traffic.
⋅ Continuously experiment, test & improve.
⋅ Ensure mobile is a key metric on your management
dashboards.
⋅ But most importantly if you haven’t started already,
get going now!
9. Measure & improve

29. @alexleece @romidex
Thank You!