going mobile · postcards fading & travel brochures on way out 11% send postcards 12% use...
TRANSCRIPT
Going Mobile Usabil i ty & UX
Anil Damodaran Director Marketing
Mobile, Consumer Solutions &
Customer Enablement
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The need to be online is
history…
The need to be ‘mobilized’ is
now
3
Travel planning on mobile devices…
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inspiration for their next trip
Australia world’s most mobile nation of travel planners
Busiest time for flight searches 9pm Sunday
Bookings peak time 12-2pm Monday Desktop
#2 country for travel planning = Singapore
Booking travel on mobile devices
Taiwan, Japan & S.Korea
Dec 2012
Usage of mobile devices for
Travel Planning
5
Postcards fading &
travel brochures on
way out
11% Send Postcards
12% Use travel brochures
Survey with AU IN ID KR NZ PH SG
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Activity Time/day
1. Browsing the internet 24.81
2. Checking social networks 17.49
3. Playing games 14.44
4. Listening to music 15.64
5. Making calls 12.13
6. Checking/writing emails 11.1
7. Text messaging 10.2
8. Watching TV/films 9.39
9. Reading books 9.3
10. Taking photographs 3.42
Total 128
The newly
networked
generation
Mobile phone or device
Mobile network O2
“all about you” UK
7
“We are nation of multi-screeners” Google
TV, Laptop, Tablet, Smartphones
8
Sequential screening
Move between devices Google
9
Simultaneous screening
Use multiple devices at same time
10
LAPTOPS, TABLETS,
SMARTPHONES
EACH DEVICE IS USED
DIFFERENTLY
11
Its not the next big thing it is the big thing NOW!
Office, home
I have time
Research, online shopping
12
Its not the next big thing it is the big thing NOW!
After dinner or traveling
I have less time
need information or watch movie
13
Its not the next big thing
On the road, traveling
I have very little time & one hand free
need immediate relevant information
14
On the road/traveling
I have very little time, &
one hand free
need immediate relevant
information
Hungry?
…search
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#1 #2
16
#3 #4
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#5 #6
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#7 #8
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Try this again…but the US site
http://www.pizzahut.com.sg/
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#1 #2
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#1 #2
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REMEMBER
WHEN CONSIDERING MOBILE
CONTEXT & RELEVANCE
Also applies to everything we do…
targeted marketing, advertising, selling,
conversations…etc
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Travel
24
What do you want to see when traveling?
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Mobile Web
Browser?
Native App? Mobile
Web
Browser
No downloading
All mobile devices
Fit to screen
Easy to read
Contextual & relevant
information for
traveler
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Design = Experience
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it is the big thing NOW!
Prioritized content
White space
Big buttons
(Thumb navigation)
Intuitive
Experience
28
Its not the next big thing it is the big thing NOW! SO and its NOT business as usual
Perfection is achieved not when
there is nothing more to add, but
when there is nothing left to take
away
Antoine de Saint-Exupery
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it is the big thing NOW!
And if you have space…
Make it fun
to make it sticky
Experience
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Usability & experience
What works in one environment does not
necessarily work in another
A different environment can be for a
whole new experience
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Design with user in mind
ALWAYS
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you don’t need an
app (Android, Apple, Windows, BB, etc)
Mobile web browsers do well
Native app or mobile browser?
33
Are you missing
out on the
action?
