The mobile traveler experience

The Mobile TravelerExperience

WebinarNovember 8, 2012

K

Kevin MayEditor / Moderator

Gene QuinnCEO / Producer

Panelists

Bill LollerTealeaf, an IBM CompanyVP, Mobile Product Management

Julie AskForrester Research, Inc.VP and Principal Analyst, eBusiness and Channel Strategy Professionals

Poll no. 1

Poll no. 2

Bill LollerVP, MobileTealeaf, an IBM Company

The Mobile Experience

© 2012 IBM Corporation

Agenda

Mobile Trends & The User Experience

Consumer Expectations

Winners & Losers

Experience Management: CX Mobile

Best Practices


Mobile Driving Success/Failure

“eBay sees mobile as a game changer”


The Mobility Spectrum

Past Future?Present

Mobility is not about devices, it is about Peoplebeing increasingly Mobile, and paradigms that enable them


The iPhone is bigger than Microsoft

Source: APPL and MSFT SEC Filings


Ubiquitous mobile penetration


Consumer behavior increasingly mobile focused


We sold more smartphones than PCs last year

Tablets alone will surpass PC sales in 2 to 3 years


Travel and mobile Travel may just be the killer app for mobile devices. – Wall Street Journal, Aug 27, 2012

14


Travel and mobile

15


Travel and mobile

16


Expectation vs. reality85% of adults who have completed a mobile transaction in the past year expect the experience to be better than using a laptop or desktop computer

Yet 41% of comments about the top mobile companies expressed frustration


Consumer expectations for mobile are high


Bad mobile experiences = real consequences

--------------------------

“A bad review in the app store scars your app for life”

– Mobile Orchard (leading iOS Blog)

@xxxx *sigh* So depressing. Why do this?


1. Inability to complete a transaction

2. Search functionality

3. User interface

Top consumer struggles

63% of all online adults would be less likely to buy from a company via other purchase channels if they experienced a problem conducting a mobile transaction.


1. Convenience

2. Ease of use

3. Time savings

Mobile stars

Some companies are getting mobile right and people are talking about it


Lessons learned

Mobile consumers are task-oriented– Give them the essentials– Give it to them consistently (match mobile and

regular web site)– Make it readable– Serve it up quickly

Even if you do all of this …


Tealeaf CX Mobile


Discover “why” customers succeed or fail

Automatically detect customer struggles, obstacles or issues

Drill down into actual user behavior, complete with gestures

Translate customer feedback into actionable improvements

Correlate customer behavior with network and application data

Unprecedented visibility into the mobile experience

See the complete mobile experience through the eyes of your customers

Native Apps

Mobile Site

Hybrid Apps HTML5

CX Mobile covers all

mobile channels


Mobile web

New this year!

HTML5 support

Chrome renderer for BBR

High fidelity mobile replay


Native Apps

New this year!

- Android support

- Screen capture

- Stack traces


Coming soon: mobile usability – heatmaps & link analytics


Mobile DOM rendering


Best Practices


Common mistakes

Visual overload

Making user fill out long forms

Not accounting for size/width of the finger

Not accounting for device width

Heavy or too many image files

Not using CSS3/HTML5 (reduces need for images)

Opaque design – user can’t figure out what is happening

Not setting a home screen icon

Making pages non-zoomable


Best practice: Make it easy

As the research shows, only 17 percent of mobile users feel the ease of use is what they’d expect.

There’s a huge opportunity to make ease of use a competitive advantage, whether for mobile sites or apps.


Make it easy: Design for mobile


Best practice: Listen

✓Customers have lots of ways of telling you (and everyone else) what works and what doesn’t – app store reviews, Twitter, Facebook, etc. They are sharing critical information.

✓Be open to learning and optimizing from what they are saying.


Listen: Reviews, tweets, FB = VOC


Best practice: Simplify

✓Move from doing things because they are cool to doing things that help customers buy on mobile devices.

✓Think twice before opting for complex processes and always consider your mobile service from the perspective of your customers.

✓For instance, consider implementing forms that shift orientation from vertical to horizontal in order to enable easier data entry.


Simplify: KISS


Thank You

Poll no. 3

Making Leaders Successful Every Day

Mobile Traveler Experience

Julie AskVice PresidentNovember 8, 2012

Drive Your Competitive Advantage With A Mobile First Approach

Key Questions

• What does “mobile first” mean?

• How do consumers use mobile phones for travel today?

• How should the travel industry approach the design and development of mobile services?

The phone sees a phone.

Mobile phones will diverge from PCs in terms of what they can do — so too must your approach to developing and delivering mobile services.

You need a “mobile first” approach.

“Mobile first” doesn’t mean that mobile takes a higher priority than other devices/channels.

“Mobile first” means you design for mobile at the start rather than using a retrofit approach.

Mobile will be unique. Mobile will be:

• Highly contextual• Well-suited for tasks• A new services layer

© 2012 Forrester Research, Inc. Reproduction Prohibited 50

1. Mobile must be highly contextual.

Phones will have a host of new technologies

Technology Opportunity (examples)

• 3D cameras• Biometrics• Conversational voice recognition• Near field communications (NFC)

• Distance measured, gesture control• Security, access cards, ID• Verbal command (e.g., Siri)• Payments, ticketing, and information

Co

ntr

ols

• 3D displays• High-resolution displays• Micromirrors• Touch inputs (fine-tuned)

• Augmented reality, video output• Media consumption, bar codes• Image projection, picoprojectors

Dis

pla

ys

• Accelerometers (detects motion/tilt)• Chemical sensors• Gyroscopes• Magnetometers• Microbolometers (infrared)• Pressure sensors

• Phone orientation as control, pedometer• CO detection, food freshness• Gesture control, navigation, games• Directions — “Is it over there?”• Night vision, heat, light/dark• Height in buildings

Dat

a co

llec

tio

n

Source: A.M. Fitzgerald & Associates, Yole Développement, and interviews with Atmel, InvenSense, and Sharp Electronics

Forrester defines context as “the sum total of what your customer has told you and is experiencing at

their moment of engagement.”

Context includes:

Situation: the current location, altitude,

and speed the customer is experiencing

Preferences: the history and personal

decisions the customer has shared with

you

Attitudes: the feelings or emotions

implied by the customer’s actions and

logistics

Think of this less as “Big Brother” watching . . .

http://www.flickr.com/photos

. . . and more like “Big Mother” helping

The line between creepy and helpful is thin, gray, and curvy.

Context is mostly about location today, but it is getting a lot more interesting.

• Biometrics• Display technology• Gesture-based control

Fundamentally

altered

navigationAdd more

contextual

dimensions

• Distance? Depth?• What floor in building? What aisle?• What direction is the consumer facing? • Light? Dark?

The potential of context will evolve with timeL

evel

of

con

text

ual

so

ph

isti

cati

on

High

Low

2011 2012 2013 2014 2015 2016

• Purchase intent?• In my store? In a competitor’s store?• Within 1 hour of flight? Two days?

Add intelligence

• Behavior/preferences• GPS• Time of day Basic context

Wayfinding is important in travel – especially “what’s nearby … my location?”

Source: Apple Maps

Or, “where is Mickey Mouse?”

Is “my ride close by?”

–2 days

• Change reservation

• Reserve seat

• View reservations

–2 hr

• Check gate

• Departure time

• Lounge access

• Upgrade

Flight

• Arrival time

• Food order

• Movies

• Wi-Fi

+2 hr

• Ground transportation

• Lost luggage

• Navigation

+ 2 days

• Customer service

• Mileage status

• Reward travel

• Upcoming reservations

Contextual use of time will help prioritize home page content

Airline example based on user time


2. Mobile will be task-oriented.

Consumers surf on PCs . . .

. . . and explore.

When I am researching a big trip, I go online

• Longer sessions

• Visit multiple sites (e.g., airline, hotel, Lonely Planet)

• Read reviews, ratings, recommendations, etc.

Day

s to

Wee

ks

Online

Research Decide

Location

Hotel

Travel

Activities


Consumers are task-oriented on phones.

But when I’m on the go, I have different needs

Mobile phone

Theater Times

Share Photos

Book Hotel

Get Taxi

Short, discrete tasks

Qu

ick

Hel

p/R

efer

ence

Find Baggage

Find way

Find Thai Food

Change Flight

Day

s to

Wee

ks

Online

Research Decide

Location

Hotel

Travel

Activities

3. Mobile will be a services layer and an enhancement to real-world experiences.

TravelMobile tactics such as augmented reality can be used to help travelers find restaurants that fit their tastes, budgets, attire, etc. while on the go.

Mobile will add a digital services layer to hotel rooms

Peak is

12,000 ft

TV Instructions

Movie ScheduleInternet Access

Rain

Forecast

Key Questions




SuperConnecteds

Entertainers

Communicators

Talkers

Inactives

Increasingmobile

sophistication

Connectors

• Use primarily communication services (e.g, SMS)

• Primarily use voice

• Do not own a mobile phone

• Use mobile Internet at least weekly• Conduct 2 or more mobile advanced

activities at least monthly

• Play games, listen to music or Watch TV/video at least weekly

Mobile Technographics® Profiles

• Use mobile phone for work purposes more than 25 percent of their time

Consumers are mobile savvy

43%

32%

14%

16%

29%

10%

Sources: 2011 Q2 European Benchmark, North American Technographics Benchmark Survey Q2/Q3, 2011, Q2 2011 Asia Pacific Benchmark

29%

29%

6%

34%

19%

7%

52%

51%

41%

12%

7%

8%

(Metropolitan)

http://images.google.com/imgres?imgurl=http://www.phrasebase.com/countries/images/flag_United%20Kingdom.gif&imgrefurl=http://www.phrasebase.com/countries/United%20Kingdom.html&h=155&w=255&sz=10&tbnid=B4DffzsqbOoJ:&tbnh=64&tbnw=106&hl=en&start=5&prev=/images?q=united+kingdom+flag&svnum=10&hl=en&lr=&rls=GGLD,GGLD:2003-38,GGLD:en

SuperConnecteds

Entertainers

Communicators

Talkers

Inactives

Increasingmobile

sophistication

Connectors

42%

32%

14%

16%

29%

10%

Source: North American Technographics Travel And Auto Online Recontact Survey, Q3 2012 (US)Note: Frequent Business and Leisure travelers are defined as taking 7+ trips annually

49%

38%

16%

17%

27%

4%

65%

47%

45%

13%

13%

3%

Frequent travelers are even more savvy

US online adults

US online Leisure

travelers

US online Business travelers

Among frequent business travelers, 72% own smartphones.

India Argentina China Mexico Australia Brazil UK EU7 US

95% 93% 93% 92% 90% 87% 85% 82%

69%74%

85%

71%77%

59%63% 61%

48% 51%

At least monthly or more often

At least daily or more often


Consumers in emerging markets have higher adoption and usage of SMS

How frequently do you send or receive SMS/text messages on your primary mobile phone?

Source: North American Technographics Online Benchmark Survey (Part 1) Q2,2012 European Technographics Online Benchmark Survey, Q3 2012Latin American Technographics Online Benchmark Survey, Q3 2012Asia Pacific Technographics Online Benchmark Survey, Q3 2012

Base: Online adults 18+ (online monthly or more) with at least one active cell phone

Apps from hotels that allow you to find hotels, check-in, and choose bed/pillow type

Apps that search for hotel rooms, flights, and travel deals

Apps that track flight status, delays, cancellations, and/or gate changes

Apps from airlines that allow you to book, check-in, and view flight schedules

8%

12%

14%

19%

5%

6%

7%

10%

US online adults Smartphone owners


Consumers are also using travel apps on their mobile phones…


Bases: 3,325 US online adults with mobile phones or tablets, 1,587 US online adults with smartphones

Which of the following types of travel-related apps (free or paid) have you used on your MOBILE PHONE in the LAST 12 MONTHS?

Apps from hotels that allow you to find hotels, check-in, and choose bed/pillow type

Apps that track flight status, delays, cancellations, and/or gate changes (e.g., FlightTrack)

Apps that search for hotel rooms, flights, and travel deals

Apps from airlines that allow you to book, check-in, and view flight schedules

8%

10%

13%

13%

US online adults


… and on their tablets


Which of the following types of travel-related apps (free or paid) have you used on your TABLET in the LAST 12 MONTHS?

Bases: 3,325 US online adults with mobile phones, 1,587 US online adults with smartphones or tablets

© 2011 Forrester Research, Inc. Reproduction Prohibited

Church o

r pla

ce o

f wors

...

Bank

Store

s

Events

Libra

ry

Restaura

nt/coffe

e shop

Outd

oors

School

Train

/subway/

bus Car

Work

Airport/

airpla

ne

Hotel

Bathro

om

Oth

er room

in m

y house

Home o

ffice

Kitchen

Bedroom

Living ro

om

4%3%7%

11%7%

27%27%

9%10%

30%26%

36%39%

24%26%24%

51%

77%84%

5%7%

15%15%21%

35%35%

19%18%

29%

39%44%

48%

34%37%42%

55%

80%

91%Female Male

Tablets are primarily home-use devices, but they do travel with them

Base: 510 US Online Adults 18+ (Online Monthly or More) who are tablet owners

Source: Forrester’s Consumer Technographics Q3 2011 Devices and Telecom Recontact Survey (US)

Where do you use your tablet? (Select all that apply)

Key Questions




Define use cases.

Websites are a static collection of information and services linked by process and logic


PastExistingNew

Book

Choose flight

People?

Time?

Location?

Choose date

Reservations

Check mileage

Give feedback

Get receipt

Select res #

Get receipt

Select res #

Change seat

Change res

Balance

Status

Use rewards

Loyalty

Airline example

Action/Service

Information

Mobile must map to use cases and passenger needs


“I’m late!”

Check-in

Departure time

Gate #

Boarding pass

“My flight was canceled!”

Rebook air

Book hotel

Options

Notification

“I need transportation.”

Taxi rates

Airport map

Train schedule

Bus rates

Action/Service Information

Leverage Mobile At Every Step Of The Customer Journey


Where can mobile enhance consumer touch points throughout their commerce journey?

PlanPick a

destination/flight/seat and book.

TravelCheck in, arrive

airport, board, and fly.

Focus on Convenience – especially where immediacy adds value.

Which is a more convenient means of travel? Why?

Changing the channel on your TV?

Consumers will adopt and use convenient services

A product or service is

considered to be convenient if:

Σ Benefits > Σ Inhibitors

The Mandarin Oriental app offers convenienceImmediacy

Plan and book: Access hotel deals with the click of a

button

Context

Stay: The app makes location based recommendations

Simplicity

Plan and book: Simply enter information by importing from

contact list

Develop a plan to evolve sophistication.

Focus on consistency — a pragmatic first stepL

evel

of

mo

bile

so

ph

isti

cati

on

High

Low

Evolution of services over time

NothingMultichannel

• Migrate services that are frequently used online and are mobile.

Consistency

United’s mobile services have a similar look, feel, and functionality as the main website online

Web (computer) iOS App Mobile Web

iPad

Source: www.united.com

Mobile can enhance other touchpointsL

evel

of

mo

bile

so

ph

isti

cati

on

High

Low


NothingMultichannel

Cross-channel

• Mobile doesn’t have to be a holistic replacement for other channels or touchpoints.

Enhancement

© 2012 Forrester Research, Inc. Reproduction Prohibited

Where is there value in immediacy?

Airline: travel day

Logistics

changeArrive airport

Check bags

Board / TravelCheck in

• Reservation #• # of bags• Boarding pass

• Name / ID card

• Boarding pass

Alter

reservation

Change seat

assignment

Change time

• Alt flights• Change fees

• Assigned seat• Upgrade coupons• Open seats

• Upgrades• Wi-Fi• Food• Baggage on

board• Customs

forms

• Gate change• Rebook flight• Missed flight• Time change• Plane change• Seat change• Flight

canceled• Etc.

Security

Arrive gate

Arrive /

Disembark

• Find baggage• Baggage lost• Ground

transportation• Navigation• Hotel shuttles• Car rentals

Passengers will want to act immediately on this information. Send notifications.

High Medium

Mobile can offer new servicesL

evel

of

mo

bile

so

ph

isti

cati

on

High

Low


NothingMultichannel

Cross-channel

Mobile-unique

• New products, processes, and services

Breakthrough

Mobile boarding passes

In-seat entertainment

Context must deliver simplicityL

evel

of

mo

bile

so

ph

isti

cati

on

High

Low


NothingMultichannel

Cross-channel

Mobile-unique

Advancedcontextual

Simplicity

–2 days


• Reserve seat


–2 hr

• Check gate

• Departure time

• Lounge access

• Upgrade

Flight

• Arrival time

• Food order

• Movies

• Wi-Fi

+2 hr


• Lost luggage

• Navigation

+ 2 days


• Mileage status

• Reward travel


Contextual use of time will help prioritize home page content


Get your technology team involved.

Flight–2 days +2 hr–2 hr +2 days


• Reserve seat


• Check gate

• Departure time

• Lounge access

• Upgrade

• Arrival time

• Food order

• Movies

• Wi-Fi


• Lost luggage

• Navigation


• Mileage status

• Reward travel


Let’s go back to the airline example



• Mileage status

• Reward travel


Traveler mobile tasks

Actualizing this scenario requires deep alignment with the technology team

Flight–2 days +2 hr–2 hr +2 days

• Book reservation


• Request upgrade

• Reserve seat

• Check gate

• Departure time

• Lounge access

• Upgrade

• Arrival time

• Food order

• Movies

• Wi-Fi

• Baggage carousel


• Lost luggage

• Navigation

Flight reservation processes

Flight timeline

Travel business

processes

Customer loyalty processes

Flight processes

Baggage handling processes


Are you ready for this new world? How do you stack up?

You don’t have a mobile strategy.

Your mobile services are a subset of your PC experience.

Your mobile team consists of one person or less.

You have not optimized your website for mobile.

You are still pursuing one-off projects.

You are not working closely with your technology counterparts.

Some obvious signs you are behind include:

Summary: Mobile first• Acknowledge mobile is different and understand

how.

- Contextual

- Task-oriented

- Services layer

• Design based on mobile use cases.

• Leverage mobile throughout the consumer journey.

• Focus on convenience – especially immediacy

• Develop a strategic plan to evolve the sophistication of services and use of context.

• Involve your technology team early to plan and build the infrastructure.

Thank you.

Julie Ask+1 415 355 [email protected]

mailto:[email protected]

Poll no. 4

Thank You!

Please

Please send your questions and comments to Kevin May, [email protected]

Replay of today’s webinar and presentation will be available tomorrow at www.tnooz.com

mailto:%[email protected]

http://www.tnooz.com/

The mobile traveler experience

Business

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