Find your niche in the mobile market with a model that clarifies the relationship between your business objective, new technologies, and the audience you wish to reach. After iterating on our own mobile concepts with lackluster results, we committed to gaining a realistic understanding of consumer behavior. Our studies included field tests, prototyping, lots of reading, and interviews with both in-aisle smart phone users and the corporate businesspeople trying to influence them. We are pleased to share our findings and recommend a practical approach to mobile strategy. Bring your ideas and learn how your app, mobile website, or other endeavor fits into the mobile equation.

1. Mobile Equation
SxSW 2013

2. Mobile Equation
2
 User journey
 Application design: control
 Responsive design: reach
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3. A story
3
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4. 4 © Bazaarvoice Inc, 2013

5. 5 Application Design
Strategic constraint
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6. Application Design
6
An application is so-called because it is software
with a specific application to the user.
In a well-designed application, the environment, device, and interface serve a
•
central purpose.
The central purpose of a search engine (web app) is to fetch relevant content.
•
A well-designed website is rich with valuable content.
The central purpose of a browser (system app) is to render web content. A
•
well-designed website makes this content accessible through good
architecture, interface, and interactions.
© Bazaarvoice Inc, 2013

7. Device Usage
7
Device Common Uses Where
Smart • Checking-up Everywhere
phone Checking weather, Facebook notifications, email inbox, and other sources of regularly
(49.7% US changing information
adoption) • Looking up
Quickly finding a fact, location, phone number, photo, etc.
• Messaging
Writing texts, posts, and short emails
• Self-amusement
Gaming, reading books and news, listening to music, browsing photos, reading social
network feeds
• Utility
Using tools such as camera, voice recorder, flashlight, guitar tuner, leveler, calendar,
Tablet • Active media consumption
pedometer, etc. Home
(31% US Following along to how-to’s and recipes, playing games, social networking
adoption) • Passive media consumption
Watching movies and TV shows, reading digital publications, window shopping,
surfing the web
PC • Home computer usage overlaps with tablet Workplace
• Office computer used for productivity
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8. 8 © Bazaarvoice Inc, 2013

9. 9 © Bazaarvoice Inc, 2013

10. Of the various activities
people do with their smart
phones, shopping is the
phones, shopping is the
most emotional.
Most in-aisle shoppers use
Most in-aisle shoppers use
the mobile web instead of
shopping apps.
Source: Yahoo! Mobile Modes Whitepaper, 2011
10 © Bazaarvoice Inc, 2013

11. 11 Responsive design
It’s just good design
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12. 12 Source: bradfrostweb.com © Bazaarvoice Inc, 2013

13. 13 Source: gabardine.com © Bazaarvoice Inc, 2013

14. It’s just good design
14
 Prioritization
 Continuity
 Performance
 Cool factor
Source: gabardine.com © Bazaarvoice Inc, 2013

15. 15 © Bazaarvoice Inc, 2013

16. 16 mobile.bazaarvoice.com
@ Dave Yeats, Ph. D UX Research
DaveYeats A. Litsa, Mobile Experience Designer
@A_Litsa
© Bazaarvoice Inc, 2013