Stop Debating, Start Measuring
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Stop Debating, Start MeasuringHow User Analytics Change Lifecycle Speed and Output
JEFF HAYNIE, CO-FOUNDER & CEO@appcelerator
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THE ELEPHANT IN THE ROOM
What the business will pay for.
Mobile
is replacing the web.
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7,095,476,818
TOTAL WORLD POPULATION
2,484,915,152
INTERNET USERS
6,572,950,124
MOBILE SUBSCRIBERS
48%52%
URBAN RURAL
35%INTERNET PENETRATION
93%
MOBILE PENETRATION
SOURCE: We Are Social. wearesocial.sg. JANUARY 2014
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2013
2014
2008
2011
2009
2010
2012
2007
Mobile out-ships desktop
iPad released
More mobile devices than people
iPhone released Apple: most valuable co.
Android 1.0
A BRIEF HISTORY OFTHE MOBILE SHIFT
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WHY?
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DUMB TERMINAL(WITH BETTER GRAPHICS)
ANTICIPATORY, PARTICIPATORY POCKET
DEVICE
WHICH WOULD YOU CHOOSE?
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“Do as I say.”
“Do as I say.”
MOBILE IS BUILT ON INTUITIVE USER EXPERIENCES
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MILLENIAL EMPLOYEE MEETS SAP
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“Saturday and Sunday, we’re masters of the universe. But Monday through Friday we’re dweebs.”
– GEOFFREY MOOREAUTHOR, CROSSING THE CHASM AND ESCAPE
VELOCITY
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DEAD DISTINCTIONS
C
B2C
B
B2B
E
B2E
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THERE’S ONLY ONE “U”
C
B2C
B
B2B
E
B2E
U
BUSINESS-TO-USER
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“Delight is the new normal.”
– GEOFFREY MOOREAUTHOR, CROSSING THE CHASM AND ESCAPE
VELOCITY
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DELIVER A BETTER EXPERIENCE…
ACROSS AN EXPLOSION
OF DEVICES & OSs…
FASTER THAN EVER
THE DELIVERY DILEMMA
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RESULTS MAY VARY
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ADOPT AN M.V.P. MINDSET
BuildLear
n
Measure
OPTIMIZE FOR CYCLE TIME
Ideas
CodeData
Reis, Eric. The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses.
MINIMUM VIABLE PRODUCT
Allows a team to collect the maximum amount of validated learning about customers with the least effort.
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“Without an effective measurement capability, it really doesn’t matter how fast you can release – you’re still shooting into the darkness .” – FORRESTER
FORRESTER RESEARCH INC., ”MEASURING MOBILE APPS”, DEC. 2013.
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TOO LITTLE, TOO LATE
“AMAZING APP. love it!”
“worst thing since ‘basic instinct 2’…”
Disapprove designed by Jevgeni Striganov from the Noun Project
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vApp stores: good for distribution, not so good for diagnostics.
WHAT’S THE PROBLEM?:
Performance?Stability?Installation?Frustration with a specific use case?Confusing design?Something else?
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“User commentary is a lagging indicator. By the time a company has uncovered and diagnosed poor user sentiment, users have abandoned the app in droves and moved on.”
"ARE YOU EXPERIENCED? MEASURING SUCCESS IN THE NEW MOBILE ECONOMY." TNW, JAN. 2014.
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A MOVE FROM LAGGING TO LEADING INDICATORS
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OWNING THE EXPERIENCE
ENGAGMENT
ACQUISITION
RETENTION
CONVERSION
QUALITY
The five mobile metrics no company should be without.
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v Mobile Metric 1: ACQUISITION
VARIABLE:
Installs
ANSWERS:How many new users did I acquire?How many devices are receiving my push notifications?
INSTALLS OF OUR APP
INSTALLS OF THE COMPETITION
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An install by itself does not equal an engaged user.
SO…
BUT:
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v Mobile Metric 2: ENGAGEMENT
VARIABLE:
Average session length
ANSWERS:
Who is using my app?Where are they using my app?How many times did users open my app?How long do users spend in my app?
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v Mobile Metric 3: RETENTION
VARIABLE:
Number of active users divided by total installs
ANSWERS:
How many unique users per day or week are using my app?How many of last week’s user did I keep this week?
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v Mobile Metric 4: CONVERSION
VARIABLE:
User exit points in the critical business process of the app
ANSWERS:
How many users who begin a process actually get through to completion?When and where do they drop out?
LOGIN
SELECT MERCHANDISECHOOSE PAYMENT
CONFIRM & SUBMIT
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v Mobile Metric 5: QUALITY
VARIABLE:
Ratio of app crashes to app sessions
ANSWERS:
How common are app crashes?Where do users encounter crashes? How many crashes do I have to fix?
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From the trenches…
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• Over 10,000 mobile workers maintaining properties
• More than 2 million property inspections a month
LARGEST PRIVATELY HELD MORTGAGE FIELD SERVICES
COMPANY
DRIVING MOBILE PRODUCTIVITY
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HOW ALL OUR DASHBOARDS SHOULD LOOK
1-A
ug
1-S
ep
1-O
ct1-N
ov
1-D
ec
1-Jan
1-F
eb
1-M
ar
1-A
pr
1-M
ay
1-Jun
1-Jul
1-A
ug
1-S
ep
1-O
ct1-N
ov
1-D
ec
1-Jan
1-F
eb
0%
20%
40%
60%
80%
100%
% Inspections Orders via Mobile Device
ANALYTICS INTRODUC
ED
TARGET
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TO MEMORABLE, MEASURABLE EXPERIENCES