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How to develop successful mobile products

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Nexer Digital
Nexer Digital

This document discusses best practices for developing successful mobile products. It notes that AutoTrader has many mobile offerings including apps, websites, and tools. Usage patterns vary between weekdays and weekends, and different platforms see different uses depending on time of day and location. The document emphasizes building for speed and usability on mobile, testing across devices, and using agile and data-driven approaches to continuously improve products over time. It also stresses the importance of hiring the right people to work in cross-functional squads to deliver high-quality mobile experiences.

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How to develop successful mobile products
AutoTrader’s tech estate…. • Consumer mobile website • iOS and Android mobile and tablet apps • Apps for dealers • Mobile sites for dealers • Mobile vehicle locators for manufacturers • Mobile web sites for dealers
520m visits across all platforms (YoY +23%) 95.1m cross-platform visitors to our web-sites (YoY +8%) 5,720 websites hosted by us (+5% YOY) 1,228 estimated mobile-only websites hosted by us (+29% YoY) …makes us a good barometer
visits on mobile devices 28m in January (YoY +36%)
What does mobile change? • What consumers do • How they do it • When they do it Life – has got complicated!
How to develop successful mobile products
Expect visits from buyers who want it now! 45% visit dealers directly Sources: * AT.co.uk Survey July 2012 (with mobile users filtered) **AT mobile response survey May 2012 (.mobi users)
Usage patterns fluctuate comparing Sunday… Shortlist and Discovery Ignition (Tablet and Mobile) Editorial / Video Reviews Auto Trader.co.uk (PC and tablet browser) Editorial / Video Reviews SUNDAYS 3% 3.5% 4% 5.3%5.5% 4.5% 6.6% 6.2% 6% 7.8% 7.2% 9.5% Desktop
…to a week day Shortlist and Discovery Ignition (Tablet and Mobile) Editorial / Video Reviews Auto Trader.co.uk (PC and tablet browser) Editorial / Video Reviews 3.5% 4% 2.5% 5.8% 5% 3% 5.8% 6% 5.5% 8.2% 9% 13% Desktop
We can’t predict how this is going to end 1992 2013 (iPhone 4s) % Change Price £1,500 £289 -80% Standby time 8 hours 200 hours +2400% Talk time 20 minutes 8 hours +2300%
Sustainable software • Deciding what to build • How to build it (who, UX and architecture) • Give teams autonomy • Let data guide the product • Find good people
Are all experiences the same?
Different platforms – different uses • Time of day • Location • Task …lots of user journeys
What do consumers see as good? 1. Quality and speed of car locators 2. Accurate information 3. Quality images
What do consumers see as good? On mobile… 1. Speed of content 2. Easy to read 3. Straight forward to navigate
Responsive or optimised?
Site user experience (Google rating) 90% 99% 91% 96% 99% 78% 88% 99% 83% 100% 94% 99% 93%
Site response speed (Google rating) 84% 69% 77% 84% 58% 51% 33% 58% 60% 67% 46% 62% 60%
Device management - Same URL - Smaller foot print - Optimised for mobile Constantly evaluate new devices Swap traffic between experiences
We’re in the software business now
Built to last – who will build it? • In house • Long term partner • Onsite third party • Multiple third parties • Number of open tickets • Mean time to close More desirable Less desirable
Good architecture Choose the right architecture
Simple Scalable Measurable
Go agile
Card wall – multiple streams Status New build requests Changes
Continuous delivery • Automated testing at commit time • Automated integration and smoke tests • Deployment • Live monitoring 1,815 software releases (YoY +31%) 94% release success
Build the right product
Product discovery – an emergent field • Minimum Viable Products • Understand what gets traction • Find sticking points • Move fast to grow quicker and remove problems
Dual track agile DEALERS DIGITAL MARKETING CUSTOMERS Product discovery Data Experiments Product delivery Agile Continuous delivery
How do we measure ‘right’? Acquire Activate Retain Refer Revenue Assign a value to each stage of the funnel
Scaling up
How to develop successful mobile products
Squads • Mini start up • All the skills needed in the squad • Balance of product, tech and delivery
Squads delivering mobile… Home page Selling Native apps
Find the right people “The war for talent is over. Talent has won.” Deloitte Consulting – Dec 2013
Deep skills Broad skills T-shaped people
Deep skills Java, MVC Broad skills HTML, JavaScript, SQL, estimation, automated testing, business analysis T-shaped people
“Lastly, start ups are a big part of a new movement back to the city. Young people increasingly turn away from suburbia and move to hip urban districts, which become breeding grounds for new firms.” The Economist – January 2013
More important Less important Measurability OVER Hunches Built-in flexibility OVER Resistance to change Continuous delivery OVER Big projects Good people OVER Fill the role
Thank you @adrian_m0ss

More Related Content

How to develop successful mobile products

  • 1. How to develop successful mobile products
  • 2. AutoTrader’s tech estate…. • Consumer mobile website • iOS and Android mobile and tablet apps • Apps for dealers • Mobile sites for dealers • Mobile vehicle locators for manufacturers • Mobile web sites for dealers
  • 3. 520m visits across all platforms (YoY +23%) 95.1m cross-platform visitors to our web-sites (YoY +8%) 5,720 websites hosted by us (+5% YOY) 1,228 estimated mobile-only websites hosted by us (+29% YoY) …makes us a good barometer
  • 4. visits on mobile devices 28m in January (YoY +36%)
  • 5. What does mobile change? • What consumers do • How they do it • When they do it Life – has got complicated!
  • 7. Expect visits from buyers who want it now! 45% visit dealers directly Sources: * AT.co.uk Survey July 2012 (with mobile users filtered) **AT mobile response survey May 2012 (.mobi users)
  • 8. Usage patterns fluctuate comparing Sunday… Shortlist and Discovery Ignition (Tablet and Mobile) Editorial / Video Reviews Auto Trader.co.uk (PC and tablet browser) Editorial / Video Reviews SUNDAYS 3% 3.5% 4% 5.3%5.5% 4.5% 6.6% 6.2% 6% 7.8% 7.2% 9.5% Desktop
  • 9. …to a week day Shortlist and Discovery Ignition (Tablet and Mobile) Editorial / Video Reviews Auto Trader.co.uk (PC and tablet browser) Editorial / Video Reviews 3.5% 4% 2.5% 5.8% 5% 3% 5.8% 6% 5.5% 8.2% 9% 13% Desktop
  • 10. We can’t predict how this is going to end 1992 2013 (iPhone 4s) % Change Price £1,500 £289 -80% Standby time 8 hours 200 hours +2400% Talk time 20 minutes 8 hours +2300%
  • 11. Sustainable software • Deciding what to build • How to build it (who, UX and architecture) • Give teams autonomy • Let data guide the product • Find good people
  • 12. Are all experiences the same?
  • 13. Different platforms – different uses • Time of day • Location • Task …lots of user journeys
  • 14. What do consumers see as good? 1. Quality and speed of car locators 2. Accurate information 3. Quality images
  • 15. What do consumers see as good? On mobile… 1. Speed of content 2. Easy to read 3. Straight forward to navigate
  • 17. Site user experience (Google rating) 90% 99% 91% 96% 99% 78% 88% 99% 83% 100% 94% 99% 93%
  • 18. Site response speed (Google rating) 84% 69% 77% 84% 58% 51% 33% 58% 60% 67% 46% 62% 60%
  • 19. Device management - Same URL - Smaller foot print - Optimised for mobile Constantly evaluate new devices Swap traffic between experiences
  • 20. We’re in the software business now
  • 21. Built to last – who will build it? • In house • Long term partner • Onsite third party • Multiple third parties • Number of open tickets • Mean time to close More desirable Less desirable
  • 22. Good architecture Choose the right architecture
  • 25. Card wall – multiple streams Status New build requests Changes
  • 26. Continuous delivery • Automated testing at commit time • Automated integration and smoke tests • Deployment • Live monitoring 1,815 software releases (YoY +31%) 94% release success
  • 27. Build the right product
  • 28. Product discovery – an emergent field • Minimum Viable Products • Understand what gets traction • Find sticking points • Move fast to grow quicker and remove problems
  • 29. Dual track agile DEALERS DIGITAL MARKETING CUSTOMERS Product discovery Data Experiments Product delivery Agile Continuous delivery
  • 30. How do we measure ‘right’? Acquire Activate Retain Refer Revenue Assign a value to each stage of the funnel
  • 33. Squads • Mini start up • All the skills needed in the squad • Balance of product, tech and delivery
  • 34. Squads delivering mobile… Home page Selling Native apps
  • 35. Find the right people “The war for talent is over. Talent has won.” Deloitte Consulting – Dec 2013
  • 37. Deep skills Java, MVC Broad skills HTML, JavaScript, SQL, estimation, automated testing, business analysis T-shaped people
  • 38. “Lastly, start ups are a big part of a new movement back to the city. Young people increasingly turn away from suburbia and move to hip urban districts, which become breeding grounds for new firms.” The Economist – January 2013
  • 39. More important Less important Measurability OVER Hunches Built-in flexibility OVER Resistance to change Continuous delivery OVER Big projects Good people OVER Fill the role