1. Hacking Mobility: Lessons from 1-800-Flowers.com
Amit Shah
Vice President of Mobile and Social Media
1-800-FLOWERS.COM, Inc.

2. Hacking Mobility - Context
• Hacking Mobility is NOT about computer hacking but what can marketers
learn from the hacking culture
• Hacking culture is now adopted as a mainstream development and start-
up philosophy in Silicon Valley and other tech epicenters
• Research still nascent but commercial outcomes have been
tremendously successful
• Mobile was born and is growing up in this culture – so what can we learn
from it?

3. Core Principles of Hacking Mobility
1 Design centricity
2 Small Iterations
3 Ship code everyday
4 Open team culture

4. Homepage Speed Optimization
• Removed tag.js and hidden
images
• Reduced total number of
requests from 59 to 24
• Changed all category URLS
to be absolutized
• Decreased Full Page Load
time by 34%
• These improvements
significantly improved the
app homepage load time as
well
– Important win for first
impressions of users
0
3
6
9
Dom Content
Load
Full Page Load
Time(sec)
Load Times on 3G network
Before
After
34%Improvement
21%Improvement

5. Checkout Flow Improvements
Original Flow:
Select
Date on
Calendar
Tap “Add
to Cart”
button
Land on
Cart Page
Tap on
“Order
Now”
Land on
Shipping
Info Page
Valentines Day Improved Flow:
Select Date
on Calendar
Land on Cart
Page
Tap on
“Order Now”
Land on
Shipping Info
Page
Mother’s Day Optimized Flow:
Select Date on
Calendar
Land on Shipping
Info Page

6. Thank You
Q & A