ROME 27-28 march 2015 ROME 27-28 march 2015

Mobile UX for user engagement and monetization

Emilia Ciardi

emilia.ciardi@gmail.com - GTECH

Speaker Profile

Emilia Ciardi!

Overview

²  The business Funnel!²  Optimized User Flows!²  FTUE!²  Store Funnel & Design!²  Advertisement & Engagement!²  Analytics!²  Final Checklist!

The Funnel

Acquisition!

Retention!

Monetization!

UX/UI!design!

Intui&ve  Clear  Easy  

Meaningful  Emo&onal  

Cool  

Effec&ve  Responsive  

OPTIMIZED USER FLOWS

Value Proposition for Freemium Apps

Optimizing User Flows

²  User Flow refers to a user's activity path within an app. !

²  The core idea of this concept is to embed monetization points within a user's set of activities. !

²  Design monetization calls to action where the user actually goes in app. !

²  We cannot just rely on the user to tap within shop to monetize the user.!

Embed monetization into task-oriented, user-centered flows.

FIRST TIME USER EXPERIENCE

The First Time User Experience

The FTUE is one of the most important parts of a successful app.!!²  30 seconds to hook new

users!² <5 minutes to teach them!

²  Show off the cool parts!² Give clear directions!² Get the user going ASAP!

Don’t force registration on users

² When forcing registration, the user drop-off can be very high. According to Tapjoy, it can reach 50%-75% (even relying on Facebook Connect)!

² Access as guest!² Allow late registration!² Reward users for creating accounts!

Whe

re’s

Up

- FTU

E

Whe

re’s

Up

- FTU

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FTUE – Walk-through & Tutorials The DON’Ts"²  Don’t be too wordy!

²  Don’t explain!

²  Don’t get users lost!

²  Don’t be boring!

The DO’s"²  Use as little words as

possible!²  Walk the user through the

core mechanics!²  Put the user on rails!

²  Show off!!

If applicable:!²  Show the use of virtual currency during the tutorial!²  “Learn as you go” approach !

Pine

vent

- FT

UE

Pine

vent

- FT

UE

Gra

nde

Frat

ello

- FT

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Gra

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- FT

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Man

giat

o - F

TUE

Invest on the First Time User Experience.

STORE FUNNEL & DESIGN

Store Funnel ² The Store should be easy

to find and access!² No more than 2 clicks

away!² Prompt to the Store when

the currency runs out!

GF

– C

urre

ncy

Stor

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Cot

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Click to edit Master title style

Virtual Goods Store

² Easy to navigate and understand!

² Large, attractive icons over text!

² Clear information!"!

CH – Virtual Goods Store

CH

– V

irtua

l Goo

ds S

tore

CeM

– V

irtua

l Goo

ds

Don't prevent users from buying your products!

ADVERTISEMENT & ENGAGEMENT

Engaged  users  

Low  spending  users  Freeloaders  

High  Spending  users  

The User Pyramid

$$$

Super-fan Game "

$

Retention Game"

FREE

Core Loop"

Ad Types

1.  Banner Ads!2.  Featured Ads!3.  Cross-Promotion/

Offerwall!4.  Videos/Rewarded

Videos!

34  

1"

Need to balance

Having enough ads view without disrupting the UX!²  Splash!²  Interstitial!²  On demand!²  Place banners in less

conspicuous areas where users regularly view!ª  Loading pages!ª  Landing screens!ª  Results screens!ª  Levels screens!

²  In-game… carefully!!

Ad

Type

s

3"2"

Ad

Type

s

4"

Ad

Type

s

AD but don’t disrupt user engagement

ANALYTICS

The Learning Loop

Why use data for UX

UX Discovery!²  Issue Identification!

²  Strategy Guidance!

² Health Monitoring!

UX Optimization!²  Project Metrics !

²  Experimentation with A/B and multivariate tests!

Measure to Learn

Checklist

²  Is your FTUE smooth and appealing?!

²  Are you preventing users from using you product immediately? !

²  Is your currency/virtual goods store accessible and clear? Is it appealing?!

²  Do you have streamlined user flows for monetization?!

²  Are you balancing user engagement with monetization?!

²  Are you leaving revenue on the table?!

²  Are you measuring your UX performances?!

Never, ever discount execution! *.

Vision without execution is just hallucination. *.

Thomas Edison

THANKS!

emilia@sparklinglabs.com!www.sparklinglabs.com!