Delivering the Right Mobile Experience
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Delivering the Right Mobile Experience
- 1. MOBILE WEB AND APPS – DELIVERING THE RIGHT EXPERIENCE TO THE RIGHT CUSTOMER DAVE SLOCOMBE – HEAD OF MOBILE @DAVESLOCOMBE
- 2. TRAVEL GROWTH CLICK TO EDIT MASTER TITLE STYLE
- 3. LAST-MINUTE SEARCHES CLICK TO EDIT MASTER TITLE STYLE
- 4. GROWTH SNAPSHOT CLICK TO EDIT MASTER TITLE STYLE 100 – 200+ % yoy Western Europe GROWTH IN MOBILE UNIQUE VISITORS 10.11 – 8.12 [10 MONTH PERIOD]
- 5. MOBILE STRATEGY CLICK TO EDIT MASTER TITLE STYLE google Focus on acquisition through mobile website and optimising the experience to improve conversion for our current customers
- 6. CLICK TO EDIT MASTER TITLE STYLE KNOW YOUR CUSTOMER LIFECYCLE
- 7. CLICK TO EDIT MASTER TITLEWHEEL CUSTOMER LIFECYCLE STYLE
- 8. CUSTOMER LIFECYCLE CLICK TO EDIT MASTER TITLE STYLE SEO PAID Social DIRECT Viral Affiliate Understand your mobile traffic Use web analytics: which devices, traffic, referrers
- 9. CLICK TO EDIT MASTER TITLETO APP LIFECYCLE MOBILE WEB STYLE Look to identify your high value cohort and understand their motivations.
- 10. WEB DISCOVERABILITY CLICK TO EDIT MASTER TITLE STYLE Optimise your website for mobile traffic Advertise in search, social, affiliate channels,
- 11. REDUCING FRICTION CLICK TO EDIT MASTER TITLE STYLE desire - friction = conversion! KISS – Keep it simple stupid! Do one thing well and focus on optimising it
- 12. CLICK TO EDIT MASTER TITLETO APP CONVERTING FROM WEB STYLE Understand the value of an app vs mobile web to your customers, create a deeper relationship
- 13. CLICK TO EDIT MASTER TITLE STYLE KNOW YOUR CUSTOMER’S CONTEXT
- 14. DIFFERENT DEVICE CONTEXTS CLICK TO EDIT MASTER TITLE STYLE Travel companion Couch surfing Travel companion Shop browsing Couch surfing Larger purchases Always with you Shop browsing Personal Larger purchases In store Location aware Last-minute purchases
- 15. CLICK TO EDIT MASTER TITLE STYLE
- 16. SEASONAL SEARCH DISTANCES CLICK TO EDIT MASTER TITLE STYLE April May June Oct Nov Dec
- 17. CLICK TO EDIT MASTER TITLE STYLE DO ONE THING WELL
- 18. CLICK TO EDIT MASTER HOTELS USA LASTMINUTE.COM TITLE STYLE Reduce friction KISS!
- 19. CLICK TO EDIT MASTER TITLE STYLE
- 20. CLICK TO EDIT MASTER TITLE STYLE
- 21. CLICK TO EDIT MASTER TITLE STYLE DELIVER WOW
- 22. CLICK TO EDIT MASTER TITLE STYLE Reduce friction Faster checkout Deliver Wow new technology = a better user experience
- 23. DELIVER WOW CLICK TO EDIT MASTER TITLE STYLE
- 24. CLICK TO EDIT MASTER TITLE STYLE PUT THE CUSTOMER FIRST
- 25. CLICK TO EDIT MASTER TITLE STYLE
- 26. CUSTOMER INSIGHT CLICK TO EDIT MASTER TITLE STYLE Guerrilla Testing In house
- 27. RAPID PRODUCT ITERATION CLICK TO EDIT MASTER TITLE STYLE Challenge: Get from 80 (worthless) concepts to 3 – 5 high value solutions, tested with customers as fast as possible i.e. 1 week Solution:
- 28. POP UP DESIGN STUDIO CLICK TO EDIT MASTER TITLE STYLE Iteration wall 4 days = 100+ lastminute.com customers per day Social spaces 300+ general hotel customers
- 29. CLICK TO CROSS FUNCTIONALSTYLE EDIT MASTER TITLE TEAM BA User research Product Owner Development Channel UX x2 I set the KPIs and prioritise stories at I beat the rhythm of each iteration I own the project, lead the drum, keep the lean process, knowledge flowing iterations and goals We own the user I’ll be asked to build this experience and value app, so id like to feedback understand the customer
- 30. CLICK TO CROSS FUNCTIONALSTYLE EDIT MASTER TITLE TEAM BA User research Product Owner Development Channel UX x2 WE ALL TALK TO CUSTOMERS, CREATE SOLUTIONS AND TEST THEM I set the KPIs and prioritise stories at I beat the rhythm of each iteration I own the project, lead the drum, keep the lean process, knowledge flowing iterations and goals We own the user I’ll be asked to build this experience and value app, so id like to feedback understand the customer
- 31. Idea Score 0 -10 Qual. feedback CLICK TO backlog EDIT MASTER TITLE STYLE Project KPI’s Iteration wall
- 32. concept Score 0 -10 Qual. feedback CLICK TO EDIT MASTER TITLE STYLE 42 Interviews – 4 hours
- 33. HUDDLE & SHOWCASE CLICK TO EDIT MASTER TITLE STYLE PARK, PIVOT or PERSEVERE or
- 34. HUDDLE & SHOWCASE CLICK TO EDIT MASTER TITLE STYLE PARK, PIVOT or PERSEVERE or KILL!
- 35. CLICK TO EDITFIDELITY AND REPEAT INCREASE MASTER TITLE STYLE Interface sketches Just enough prototyping Concept pitch and to get deeper insight envelope of previous feedback (decision trail)
- 36. CLICK TO EDIT MASTER TITLE STYLE INCREASE FIDELITY AND REPEAT MVP!
- 37. CLICK TO EDIT MASTERAND REPEAT! INCREASE FIDELITY TITLE STYLE Let UX lead - Dont waste precious Dev time on prototypes that may get dropped!
- 38. VIDEO CLICK TO EDIT MASTER TITLE STYLE Shhh....its a secret!
- 39. 5 TAKEAWAYS CLICK TO EDIT MASTER TITLE STYLE 1. Know YOUR customer lifecycle 2. Know your customer’s context 3. Do one thing well 4. Deliver WOW 5. Get out of the building
- 40. 5 TAKEAWAYS CLICK TO EDIT MASTER TITLE STYLE 1. Know YOUR customer lifecycle 2. Know your customer’s context 3. Do one thing well 4. Deliver WOW 5. Get out of the building @DAVESLOCOMBE DAVESLOCOMBE LEANSHERPA.WORDPRESS.COM
Hinweis der Redaktion
- Target reduced cycle time from concept to customer through Continuous DeploymentMaking work visibleUsing the right tools Lean team structuresCommunicate clear organisational and team goalsGrow your pool of ideasEmpower your UX teamRegularly, health checking the team – continuous improvementNo more heroes! Share knowledge and skills (XP, Pairing, TDD & Continuous Integration)
- Mobile enables us to visualise and creating hypothesise about our service usage so we gain a much deeper understanding that would not be possible currently on the web. The GPS location of the users location and the locations people are searching for...For example...when we add time to this map...a whole year of data we see trends emerge, what is the difference between the distance searched in summer as opposed to winter?
- Guerilla testing is great for early prototype feedback and for broader engagement from product, design and development teams. Try going to the nearby coffee shop and get direct feedback from customers for the price of a coffee
- Get currency!
- After each round of interviews we play back the learnings and decide whether to PARK, PIVOT or PERSEVERE or my favourite .... KILL!
- After each round of interviews we play back the learnings and decide whether to PARK, PIVOT or PERSEVERE or my favourite .... KILL!
- With basic concepts validated increase the fidelity of the idea by creating 1 or 2 interface design sketches on cards and revalidate. Huddle and playback the customer feedback, at each iteration decide more detailed criteria on the PIVOT.
- Consider your MVP for this concept, is qualititative feedback enough? If not look to create an online MVP such as a sign up form.
- UX should lead the wireframe iteration process, tools like axure or basic html/css enable rapid prototypingWe have a secure site where all wireframes and design mocks live for user testing at anytime – we also make it widely available to the rest of the company so anyone can see the tests we have in progress, it make it easy to run user testing from anywhere