This is a presentation showing the practical techniques that helped us build a mobile site, iPhone app and website in 8 weeks. I cover User Centred Design techniques, testing services, performance and cross channel benefits of the approach we took.

1. Designing the mobile experience 8 weeks of customer love @OptimiseOrDie

3. Usability testing & User centred design

4. A/B and Multi-variate testing

5. Customer Research & Insight

6. Web Analytics

7. Browser and email compatibility

8. On-site search analysis

9. Site, Page and Campaign optimisation

10. Online self-servicing and contact deflection

11. Test design and execution

12. A long usable site portfolio

13. ROI on UX improvements

14. Over 16 years of boring meetings

15. CX Manager for Belron® (Autoglass®)

17. Ego and Opinions? CEO IT Marketing Who designs the mobile site ? Product Brand Pesky Meddling Fools Web/Online THE CUSTOMER

18. Wheredidwestart? We want a mobile site now We want zillions of zany apps We want everything on everything for everywhere £xxxM online channel Mobile represents an opportunity (no kidding!) Buy off the shelf? Spend lots on consultants? Go app crazy? Lets do some analysis first

19. Bango analysis Why Bango? Solid device detection and analytics Fast, very very fast Extremely accurate worldwide Fantastic reporting, filtering, data analysis Global reach handled with ease Cheap Who is knocking on the door?

20. Analysis 33 countries, 17 languages First pass – entry points Analysed data for 3 month period Filtered to phone, smartphone, tablet, games console and media players Some tweaking by hand for new devices (Samsung) 4 days of solid work to crunch

21. Interestingstuff Apple is huge – everywhere (apart from USA) Apple, Blackberry, Nokia, HTC are our key groups for volume Smartphones rule the roost – older phones are long tail and very fragmented Android devices are small but growing very fast (HTC = 400% in 3 months) The UK mobile traffic is 3 times larger than FR or DE USA has over 50% of our worldwide traffic We get 3% mobile traffic worldwide, 6% in the UK If we convert @ 5% (easy) then 300k per month revenue We have 444 devices to support in key mobile markets! Some data (groan)

22. Device type mix

23. % of site arrivals – by country

24. Device Mix - UK

25. Device Mix - FR

26. Yeah, sowhat? We need to find out handsets but what metric? By country mix? By worldwide? Just build for Apple? In the end, a key market perspective Top handset list to aim for drawn up (weighted) Device clustering (webkit/good coding) 88% of our worldwide traffic can be served by hitting the 19 handsets that represent 92% of our key market arrivals 19 handsets! In practice, clustering helps us reach over 95%

27. Our handset mix

28. Whatnext? Your mix will be different Don’t look at market stats – misleading Visits do not mean conversion Remember that conversion varies (FR 11%, DE 3% for the same device) Graceful degradation opted for Time to get cracking!

29. The sweet spot! Tech Capability Customer Mental Models Business Capability

30. Objectives Support over 90% of handsets High performance site, even in poor data conditions Page weight 10-15k max for any page, 4-8k normal Rapid build via iterative, User Centred Design process Core functions only – concentrate on revenue, not gimmicks Optimal experience for device capabilities Use phone hardware (GPS, Touch, Call, Email) App like build, but for mobile site

31. UCD lifecycle (2 weekiteration) Research

32. Whatdidwe use? Bango Market Surveys

33. Stats 8 weeks build 8 Usability tests, 48 handsets iPhone app and main site reworked at same time 50+ software builds One usability test per week Cross testing synergies – solve problems in more than one place Improve non mobile platform from mobile work! No more ‘stick it in the menu’

34. Benefits Very fast build – post research, 8 weeks to build 3 cross platform sites Focused on the user (but not driven by them) Align business and tech capability with customer ‘models’ Rapid iterations = fast feedback Builds woven around testing for maximum insight Customer match is awesome, very awesome New models – Leave at branch, Leave keys at home It does what it says on the tin High performance (low Kb, low calls, device capability match)

35. Tips and Tricks Research YOUR customers and what they have in their hands Get some brilliant coders Use a top notch Usability agency Employ a dedicated copy specialist Listen to customers, not your inner geek Get intent from your current site Take advantage of clustering Use a testing service and BUY handsets Aim for performance, always alwaysalways Performance does not mean poor design Hybrid web apps are the future

38. Hybrid web apps You can do hardware features using a website GPS, Touch, Call now – all used by this site Hybrid web apps allow you to have the simplicity of an app, but without the hassle and time to market You can do this stuff on Android, Apple, Blackberry Cool tricks can be done like the google ‘bump’ Techniques like Ajax can be used to drive data Performance is paramount but possibilities endless You can compile hybrid web apps -> Apple, Android etc. See me for a list of resources here

39. Plans… Mobile site and app – Launch 3 weeks Rollout to key markets Research Review and iterate another build Back to the lab again – UCD ROCKS! More hybrid stuff Follow the money! Update next year?

40. Further reading… Email : Sullivac@gmail.com Twitter : @OptimiseOrDie uk.linkedin.com/in/craigsullivan

41. Any questions...

42. Reading material...

43. Additional books Usability Don’t make me think – Steve Krug Homepage usability – Jakob Nielsen Neuro Web design – Susan M. Weinschenk Information Architecture – Morville and Rosenfeld Web Analytics Web analytics an hour a day – Avinash Kaushik Advanced Web Metrics with Google Analytics – Brian Clifton Actionable Web Analytics – Jim Sterne Optimisation and Testing Always be Testing – Bryan Eisenberg Landing Page Optimization – Tim Ash

44. Additional books Performance High performance websites - Steve Souders Website Optimization - Andrew B. King Forms Design Forms that Work - Caroline Jarrett Filling in the blanks - Luke Wroblewski Defensive design for the web - 37 signals Search Analytics Search Analytics - Hurol Inan