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Jeroen Tjepkema - MeasureWorks - Don't let the lights turn green - Mobile Pioneers
@jeroentjepkema
Founder & CEO
High
expectations
#1.
Mobile changes the way we consume data
#2.
Mobile changes the way we consume data
Instant access
Always accesible
Responsive
#2.
Mobile changes the way where and when
we interact
Deliver
before the
lights turn
green!
Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"
Over"2"weeks"/"All#Browsers#
30"

Abandonment"Rate"(%)"

25"

20"
Abandonment*Rate*,*
All*Browsers*

15"

10"

5"

0"
0"

1"

2"

3"

Source: Gomez real user monitoring

4"

5"

6"

7"

8"

9"

Page"Load"Time"Band"(sec.)"

10"

11"

12"

13"

14"

15"
Abandonment"Rate"Across"200+"Sites"/"177+"Million"Page"Views"
Over"2"weeks"/"All#Browsers#
Over"2"weeks"/"All#Browsers#vs.#iPhone#Safari#
30"

Abandonment"Rate"(%)"

25"

20"

Abandonment*Rate*,*
All*Browsers*
Abandonment*Rate*,*
All*Browsers*
Abandonment*Rate*,*
iPhone*Safari*

15"

10"

5"

0"

0"

1"

2"

3"

Source: Gomez real user monitoring

4"

5"

6"

7"

8"

9"

Page"Load"Time"Band"(sec.)"

10" 11" 12" 13" 14" 15"
Fast
=
Engagement

@jeroentjepkema, MeasureWorks
@jeroentjepkema, MeasureWorks
0

Source: Jakob Nielsen
1
0,3
0

Interaction: Let’s conversate...

Instantaneous: I like it!
Source: Jakob Nielsen
3
1
0,3
0

Mmm, shall I click away?
Interaction: Let’s conversate...

Instantaneous: I like it!
Source: Jakob Nielsen
10
Only if the task/content is relevant

3
1
0,3
0

Mmm, shall I click away?
Interaction: Let’s conversate...

Instantaneous: I like it!
Source: Jakob Nielsen
Jeroen Tjepkema - MeasureWorks - Don't let the lights turn green - Mobile Pioneers
Jeroen Tjepkema - MeasureWorks - Don't let the lights turn green - Mobile Pioneers
0:00 sec.
Conversation
starts
0:00 sec.
Conversation
starts

2.5 sec.
First reply
0:00 sec.
Conversation
starts

4.5 sec.
Finish
conversation

2.5 sec.
First reply
0:00 sec.
Conversation
starts

4.5 sec.
Finish
conversation

Comfort zone

2.5 sec.
First reply
0:00 sec.
Conversation
starts

Comfort zone

4.5 sec.
Finish
conversation

Tolerated

2.5 sec.
First reply
0:00 sec.
Conversation
starts

Comfort zone

4.5 sec.
Finish
conversation

Tolerated

2.5 sec.
First reply

Frustrated
Mobile
context?
Under time
Content
pressure

Mobile
context?
Under time
Content
pressure

Mobile
context?

(often) one
Usability
handed
Under time
Content
pressure
(often) one
Usability
handed

Mobile
context?
While
Speed
on the move
Under time
Content
pressure
(often) one
Usability
handed

Mobile
context?
While
Performance
on the move
M-commerce?
Experiment 1:

Mobile
Shopping
Mobile shopping experience setup....

100 mobile users

Perform 2 tasks:
‣Buy a book
‣Buy a T-shirt

Mobile browsers only
via 3G, no WiFi
Average experience rating

7
6
5
4

Fix it fast

3
2
1
1

2

3

4

5

Average expectation rating
Find a website
Search for a book
Order a book

6

7
#1:
Speed
Jeroen Tjepkema - MeasureWorks - Don't let the lights turn green - Mobile Pioneers
Functional issues
reported with
Zalando

50

37,5

Round 1

25

45

42,1

20

12,5

15,4
0

Zalando

HM

7,7

Tom Tailor

4

3,9

V&D

24

Design

1. Buy a T-shirt

Speed

Mobile Readiness

Other

2. Feedback

40

30

Round 2

20

10

12
0

54

34

Zalando

Mobile Only research:
- Task completion: Only use smartphone to buy a book
- N = 100, users range from 20-65

21

15,4
HM

18

8
V&D

Tom Tailor

Design

Speed

6

Mobile Readiness

Other
Nexus - Android - 3G
Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
Nexus - Android - 3G

Tested with webpagetest.org (3G traffic shaping, 2000Kbps Down, 1000 Kbps Up, 150ms latency)
#2:
Usability
Bol.com

Selexyz

De Boekerij

ECI

Bruna

Cosmox

Mobile
Readiness
100

75

50

26

24

25

0

46

44

16

Bol.com Selexyz

Bruna

Other

1. Buy a book
Mobile Only research:
- Task completion: Only use smartphone to buy a book
- N = 100, users range from 20-65

Design

Speed

16

Mobile Readiness

2. Feedback bol.com

16

Other

Design

12
Speed

Mobile Readiness

Other

3. Feedback from different stores
Mobile
Readiness
-

One touch?

+
Login or
not?
Mobile
Search
Experiment 3:

Mobile
Banking
The mobile user experience…

50 users of ING, ABN
and Rabobank

Rate the user
experience

Select home insurance
There’s an app
for that?!
Mobile satisfaction compared to desktop

80%

74%

77%

Usability

Speed

23%
Design

Content

Satisfaction
Mobile Banking research:
- Focus on task completion
- N = 50, users range from 20-65
Mobile satisfaction compared to desktop

80%

74%

77%

Preference per type of task

77%

72%

38%

34%

23%
Design

Content

Usability

Satisfaction
Mobile Banking research:
- Focus on task completion
- N = 50, users range from 20-65

Speed

Check Balance

Transfer

3d Party payments View history

Mobile task
preference
Mobile satisfaction compared to desktop

Preference per type of task

Mobile versus Desktop frequency

Mobile

80%

74%

77%

77%

72%

38%

34%

23%
Design

Content

Usability

Satisfaction
Mobile Banking research:
- Focus on task completion
- N = 50, users range from 20-65

Speed

Check Balance

Transfer

3d Party payments View history

Mobile task
preference

Daily

Weekly

2-weekly

Change in
behavior

Monthly
Mobile
websites?
Desktop

Mobile

81%
71%
56%

62%
34%

42%

37%
22%

Design

Content

Usability

Speed

Design

Task satisfaction Desktop vs. Mobile
Mobile Banking research:
- Focus on task completion
- N = 50, users range from 20-65

Content

Usability

Speed
Jeroen Tjepkema - MeasureWorks - Don't let the lights turn green - Mobile Pioneers
What impacts mobile (shopping) experience?
What impacts mobile (shopping) experience?

Day to day usage
Screen size vs. Content
Performance
Mobile browsers
What impacts mobile (shopping) experience?
40%

30%

40%

20%

40%
30%

25%

24%

10%

18%
11%
2%

0%

Speed

Design
< 34

Readiness
> 35

Content
What impacts mobile (shopping) experience?
40%

< 34

> 35

30%

Native
68%

Mobile Web
71%

40%

20%

25%

40%
Mobile Web
32% 24%

30%

Native
29%

10%

18%
11%
2%

0%

Speed

Design
< 34

Readiness
> 35

Content
Recipe for
experience
Customer Journey

Optimize all
your touch
points
Regular website

Mobile Web

Native Application
Focus on
task
completion
49%

One device,
one hand
http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobiledevices.php?goback=.gmp_72842.gde_72842_member_215909354
Make it

(feel) fast!
Under real
Your
conditions
users…
(3g/WiFi)
Under real
Collect data
conditions
as they use it
(3g/WiFi)
Under real
Test with real
conditions
devices
(3g/WiFi)
Under real
conditions
(3g/WiFi)
There’s
always more
than 1..
If anything else...
Focus on a fast …without it,
NO time for
experience
content
Thanks! More questions?
M: jtjepkema@measureworks.nl

T: @jeroentjepkema

W: www.measureworks.nl

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