From Desktop to Mobile Centric: Changing the Way We Work

Kerry LenahanVP, Product ManagementMay 2015

Why We Have to Change?

Mobile First is Customer First

Source: Flurry Analytics, comScore 2014

Television is now the second screen

Where Customers Buy or Research to Buy

Mobile First is Customer First

Source: TrendsMarketing Blog

Mobile First is Customer First

At LivingSocial We’re Seeing the Same

60% of visits to LivingSocial either get a Mobile Web or Mobile App experience.

Mobile App and Mobile Web views continue to grow in share, while desktop views decline.

2014 Mobile Gross Billings• January: 27%• December: 43%

2015 Mobile Transactions• 43% of all LivingSocial purchases

Mobile Web35%

Mobile Apps25%

Desktop Web40%

• Google Search Changes– Website must load quickly on mobile– Purchase buttons easily seen / touched on small screens

• Consumer App Competition– Deeplinking to part of your app– Cross-device retargetting– Native app ad formatting

Mobile First is Customer FirstBut…..Mobile Bar Continues to Rise

How We Manage the Change?

• Increased Mobile Apps Team– 50 to 500

• Increase Mobile Gross Revenue– $1.2 Billion

• New Products– Mobile Ad Network– Yahoo Search Integraton

Case Study: Yahoo

Case Study: FacebookBefore 2013 Played Catchup Now

Mobile-Best

Product Development Teams• 2 Core Mobile Teams – 1 Consumer & 1 Merchant• 1 Mobile Product Manager – Merchant

How We Worked• Core teams disconnected from product team• m.livingsocial.com developed and maintained by core mobile team• Development started on web and mobile team “tried” to catch up• Launches often pushed as mobile build out would lead to desktop changes• Mobile usage increasing….something had to change!

Case Study: LivingSocialBefore 2015 Desktop > Mobile Web >

Apps

• New Tools• More People• Unique Processes

Case Study: LivingSocial

2015 & Beyond > Mobile First

Discover Build Test

o Design / Prototypingo Invisiono Proto.ioo Fluid UIo Marvel

o User Researcho Usertesting.como Userzoomo Dscout

o Mobile Web & Apps

o Mobile Services

o Device Emulatorso Chromeo Browsecast

o Screencastingo droid@screeno Allcast receivero Reflectoro quicktime

o Automated Device Testingo Perfecto

o Pre-Release Buildso Testflighto Hockeyapp

o Bug Monitoringo Crashlytics

Process & Tools

Same Agile Methods but New Tools

1. Make Mobile A Development Principle2. Organize the Team

• Mobile Platform Team• Shared Services• Product Management• Dedicate UX / UI Designers

3. Develop the Rest of the Team• Mobile Training• Mobile Mobile Summit• Android and iOS devices for All Product Managers• QA Device Lab• Start with Mobile Web Designs

Team Tactics

1. Break Through the Desktop• Show the mobile experience first• Screencast during meeting

2. Get Them Involved• Beta Testing Groups• Demo Days• Internal Trends on Monitors• Service responding to negative Android reviews

3. Training

Company Tactics

Get Everyone Thinking Mobile First!