Designing for Mobile Commerce

Presentation to HP/SIPA by Vitaly M. Golomb - May 3rd, 2012.

Transcript

1. for mobile designing commerce VITALY M. GOLOMB Founder & CEO HP/SIPA - MAY 3RD, 2012
2. About Me • Born in Ukraine, grew up in Cupertino • Interned at ParaGraph as a pre-teen • Youngest employee at Kinko’s – designer • Co-founded first company at 16 • Headed user experience group at a dotcom • Ran and sold a printing company • Degree in Computer and Video Imaging • Started successful design firm – SF, LA, Moscow • Founded Keen to help print co’s take advantage of ecommerce • Advise startups on strategy and design Vitaly M. Golomb - founder and designer WWW.KEENPRINT.COM @VITALYG WWW.GOLOMB.NET
3. IN-HOUSE PRODUCTION PRODUCTION AUTOMATION INTEGRATION FULFILLMENT PARTNER PLUGINS BUILT-IN SHIPPING SYSTEM ONLINE MARKETING TOOLBOX WEB PRESENCE AND ONLINE STORE B2C ONLINE STORE B2B PRIVATE PORTALS ORDER MANAGEMENT DASHBOARD BILLING SCHEDULING FILE UPLOAD AND PRE-FLIGHT CUSTOMER COMMUNICATION VENDOR MANAGEMENT FULL REPORTING SUITE CONTENT PLUGINS AND OTHERS AND OTHERS
4. I will talk about... MOBILE COMMERCE IS EXPLODING ECOMMERCE IN THE WILD DESIGNING THE MOBILE EXPERIENCE SUCCESS STORIES
5. MOBILE COMMERCE IS EXPLODING ECOMMERCE IN THE WILD DESIGNING THE MOBILE EXPERIENCE SUCCESS STORIES
6. Population in Billions % Penetration 0 1 2 3 4 5 6 7 Mobile Subs. Electricity Drinking Water Bank Accounts Internet Users Credit Card users TV PC Mobile BB Users Landline Phones Fixed BB Users 0% 20% 40% 60% 80% 100% MORE PEOPLE HAVE MOBILE PHONES TODAY THAN ELECTRICITY OR RUNNING WATER 78% Source: Chetan Sharma MOBILE REVENUE $1.4T IN 2011 OVER 2% OF GLOBAL GDP
7. U.S. TOTAL ECOMMERCE $160B IN 2011 U.S. MOBILE ECOMMERCE $31B BY 2016
8. MOBILE TRAFFIC TO RETAILER WEBSITES GROWING BY ORDERS OF MAGNITUDE TIME HAS COME TO TAKE M-COMMERCE SERIOUSLY
9. MOBILE COMMERCE IS EXPLODING ECOMMERCE IN THE WILD DESIGNING THE MOBILE EXPERIENCE SUCCESS STORIES
10. • INVERTING ECOMMERCE ➡IN-PERSON TO CLOUD • GROWING BOTTOM OF THE CUSTOMER PYRAMID ➡FAST APPROVAL, SIMPLE FEES, NO CONTRACTS ➡NET NEW MERCHANTS • SOFTWARE EATS EVERYTHING ➡GOODBYE STATIC, DATA-LESS CASH REGISTERS
11. Attack of the clones
12. Next step: going cardless, NFC, geo-fencing, in-app
13. ECOMMERCE IN THE WILD DESIGNING THE MOBILE EXPERIENCE SUCCESS STORIES MOBILE COMMERCE IS EXPLODING
14. Mobile Web App or Native? Mobile Web Native App + Cross-platform from day one + Relatively low development cost + No need for app approvals - No distribution network - Speed hindered by connection - Only available online (almost always) - Partial device access - Limited user experience + Best user experience + Full device access + No Internet connection required + Built-in distribution network + Ability to sell app - Must go through approval - Pricey device-specific development - Content not web indexable
15. MOBILE IS NOT THE SAME AS DESKTOP
16. The Desktop Experience • Seated position • Predictable environment • Large screen (with multi-tasking) • Keyboard & mouse input
17. The Mobile Experience • Highly variable context • Small screen • Limited input • UI takes up entire screen • Difficult to multitask • Easy to get lost
18. Mobile is... SIMPLE AND QUICK VERY INTRUSIVE EXACT ANSWERS VS. BROWSING EXISTING CUSTOMERS VS. NEW
19. DESIGN FOR PARTIAL ATTENTION INTERRUPTION REDUCED COGNITIVE LOAD
20. Think about context... MEANING/LANGUAGE SOCIAL ENVIRONMENTAL HUMAN NATURE
21. DESIGN FOR THE MEDIUM USE ACCEPTED DESIGN PRINCIPALS DESIGN FOR YOURSELF/PARTICIPATE
22. Mobile is about... PIVOTING THROUGH INFO AND POSSIBILITIES QUICKLY SENSING INTENT
23. IT IS NOT WHAT YOU SEE IT IS WHAT YOU GET
24. TECHNOLOGY IS A GUIDE, NOT THE FOCUS FOCUS ON NEEDS TACTICS WILL FALL INTO PLACE
25. Don’t Ignore The Social... 82% OF BUYERS CONSIDER OTHERS’ OPINIONS EVEN MORE COMPARISON SHOP
26. MOBILE COMMERCE IS EXPLODING ECOMMERCE IN THE WILD DESIGNING THE MOBILE EXPERIENCE SUCCESS STORIES
27. • TIME ON SITE: 4-6 MINUTES • TIME IN APP: 40 SECONDS • SALES IN APPS: ➡2009 - $600M ➡2010 - $2B ➡2011 - $5B
33. Keep In Touch thanks For your attention WWW.KEENPRINT.COM @VITALYG WWW.GOLOMB.NET
34. @vitalyg DOWNLOAD THESE SLIDES: www.golomb.net/presentations