The mobile traveler experience

The Mobile Traveler
Experience

Webinar
November 8, 2012

K

Kevin May Gene Quinn
Editor / Moderator CEO / Producer

Panelists

Bill Loller Julie Ask
Tealeaf, an IBM Company Forrester Research, Inc.
VP, Mobile Product VP and Principal
Management Analyst, eBusiness and
Channel Strategy
Professionals

The Mobile Experience

Bill Loller
VP, Mobile
Tealeaf, an IBM Company

Agenda

 Mobile Trends & The User Experience
 Consumer Expectations
 Winners & Losers
 Experience Management: CX Mobile
 Best Practices

© 2012 IBM Corporation

Mobile Driving Success/Failure

“eBay sees mobile as a game changer”


The Mobility Spectrum
Past Present Future?

Mobility is not about devices, it is about People
being 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 © 2012 IBM Corporation

Travel and mobile


Expectation vs. reality
85% 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

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

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

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

– Mobile Orchard (leading iOS Blog)


Top consumer struggles

1. Inability to complete
a transaction
2. Search functionality
3. User interface

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.

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

1. Convenience

2. Ease of use
3. Time savings


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


Unprecedented visibility into
the mobile experience
See the complete mobile
experience through the
eyes of your customers
Native Mobile
 Discover ―why‖ customers succeed or
Apps Site
fail
 Automatically detect customer
CX Mobile
struggles, obstacles or issues covers all
 Drill down into actual user behavior, mobile
channels
complete with gestures
Hybrid
 Translate customer feedback into Apps HTML5
actionable improvements
 Correlate customer behavior with
network and application data


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  Not using CSS3/HTML5
(reduces need for images)
 Making user fill out long
forms  Opaque design – user can’t
figure out what is happening
 Not accounting for
size/width of the finger  Not setting a home screen
icon
 Not accounting for device
width  Making pages non-zoomable
 Heavy or too many image
files


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


Making Leaders Successful
Every Day

Mobile Traveler Experience
Drive Your Competitive Advantage With A Mobile First Approach
Julie Ask
Vice President
November 8, 2012

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?

Key Questions

• What does “mobile first”
mean?

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

1. Mobile must be highly contextual.

© 2012 Forrester Research, Inc. Reproduction Prohibited 50

Phones will have a host of new technologies

Technology Opportunity (examples)
• 3D cameras • Distance measured, gesture control
Controls

• Biometrics • Security, access cards, ID
• Conversational voice recognition • Verbal command (e.g., Siri)
• Near field communications (NFC) • Payments, ticketing, and information

• 3D displays • Augmented reality, video output
Displays

• High-resolution displays • Media consumption, bar codes
• Micromirrors • Image projection, picoprojectors
• Touch inputs (fine-tuned)
Data collection

• Accelerometers (detects motion/tilt) • Phone orientation as control, pedometer
• Chemical sensors • CO detection, food freshness
• Gyroscopes • Gesture control, navigation, games
• Magnetometers • Directions — ―Is it over there?‖
• Microbolometers (infrared) • Night vision, heat, light/dark
• Pressure sensors • Height in buildings

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.

The potential of context will evolve with time

High • Biometrics
• Display technology
• Gesture-based control
Level of contextual sophistication

• Distance? Depth?
Fundamentally
• What floor in building? What aisle?
• What direction is the consumer facing? altered
• Light? Dark? navigation
Add more
Add intelligence
• Purchase intent? contextual
• In my store? In a competitor’s store?
dimensions
• Within 1 hour of flight? Two days?

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

Low

2011 2012 2013 2014 2015 2016

Wayfinding is important in travel – especially
―what’s nearby … my location?‖
Or, ―where
is Mickey
Mouse?‖

Is ―my ride
close by?‖

Source: Apple Maps

Contextual use of time will help prioritize home page content

Airline example based on user time

–2 days –2 hr Flight +2 hr + 2 days

• Arrival time • Customer service
• Change reservation
• Food order • Mileage status
• Reserve seat
• Movies • Reward travel
• View reservations
• Wi-Fi • Upcoming reservations

• Check gate • Ground
• Departure time transportation
• Lounge access • Lost luggage
• Upgrade • Navigation

2. Mobile will be task-oriented.


When I am researching a big trip, I go online

Online
Research Decide
• Longer sessions
Location

• Visit multiple sites
Days to Weeks

Travel (e.g., airline, hotel, Lo
nely Planet)

Hotel • Read
reviews, ratings, reco
Activities
mmendations, etc.

Consumers are task-oriented on phones.

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

Online Mobile phone
Research Decide Short, discrete tasks

Location Find way

Quick Help/Reference
Get Taxi
Days to Weeks

Travel Find Thai Food

Theater Times

Hotel
Change Flight

Book Hotel
Activities
Find
Baggage

Share Photos

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

Travel
Mobile 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
Rain
Forecast
Peak is
12,000 ft

TV Instructions
Internet Access
Movie Schedule

Key Questions

• How do consumers use
mobile phones for travel
today?

Consumers are mobile savvy
Increasing
mobile Mobile Technographics® Profiles
sophistication
(Metropolitan) • Use mobile Internet at least weekly
43% 29% 52% SuperConnecteds • Conduct 2 or more mobile advanced
activities at least monthly

32% 29% 51% Entertainers
• Play games, listen to music or
Watch TV/video at least weekly

• Use mobile phone for work purposes
14% 6% 41% Connectors
more than 25 percent of their time

• Use primarily communication
16% 34% 12% Communicators
services (e.g, SMS)

29% 19% 7% • Primarily use voice
Talkers

10% 7% 8% Inactives • Do not own a mobile phone

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

Frequent travelers are even more savvy
Increasing
US online US online
mobile US online Leisure Business
sophistication adults travelers travelers

SuperConnecteds 42% 49% 65%

Entertainers 32% 38% 47%

Connectors 14% 16% 45%

Communicators 16% 17% 13%

29% 27% 13%
Talkers

Inactives 4% 10% 3%
Among frequent business travelers, 72% own smartphones.
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

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?
95% 93% 93% 92% 90%
85% 87% 85%
82%
77%
74%
71% 69% At least
63% 61% monthly or
59%
more often
51%
48%

At least daily
or more often

Base: Online adults 18+ (online monthly or more) with at least one active cell phone
Source: North American Technographics Online Benchmark Survey (Part 1) Q2,2012
European Technographics Online Benchmark Survey, Q3 2012
Latin American Technographics Online Benchmark Survey, Q3 2012
Asia Pacific Technographics Online Benchmark Survey, Q3 2012

Consumers are also using travel apps on
their mobile phones…
Which of the following types of travel-related apps (free or paid) have you used on
your MOBILE PHONE in the LAST 12 MONTHS?
US online adults Smartphone owners

Apps from airlines that allow you to book, check- 10%
in, and view flight schedules 19%

Apps that track flight 7%
status, delays, cancellations, and/or gate changes 14%

Apps that search for hotel rooms, flights, and travel 6%
deals 12%

Apps from hotels that allow you to find 5%
hotels, check-in, and choose bed/pillow type 8%

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

… 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?
US online adults

Apps from airlines that allow you to book, check-
13%
in, and view flight schedules

Apps that search for hotel rooms, flights, and travel
13%
deals

Apps that track flight
status, delays, cancellations, and/or gate changes 10%
(e.g., FlightTrack)

Apps from hotels that allow you to find
8%
hotels, check-in, and choose bed/pillow type

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

Tablets are primarily home-use devices, but
they do travel with them
Where do you use your tablet? (Select all that apply)
91%
84% Female Male
80%
77%

55%
51%
48%
42% 44%
37% 39% 36% 39%
34% 35% 35%
30%
29%
26% 27% 27%
24% 26% 24%
18% 19% 21%
15% 15%
10% 9% 11%
7% 7% 7% 5%
3% 4%

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)
© 2011 Forrester Research, Inc. Reproduction Prohibited

Key Questions

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

Websites are a static collection of information
and services linked by process and logic
Airline example
Reservations Loyalty

New Existing Past Balance

Choose date Select res # Select res # Status

Location? Get receipt Get receipt Use rewards

Time? Change seat Check mileage

People? Change res Give feedback

Choose flight
Action/Service
Book
Information

Mobile must map to use cases and passenger
needs

―I need
―I’m late!‖ ―My flight was
transportation.‖
canceled!‖

Gate # Notification Airport map

Departure time Options Taxi rates

Check-in Rebook air Bus rates

Boarding pass Book hotel Train schedule

Action/Service Information

Leverage Mobile At Every Step Of The
Customer Journey

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

Plan
Pick a
destination/flight/seat and
book.

Loyalty Travel
Check in, arrive
Build status, book rewards. 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 convenience
Immediacy Simplicity Context

Plan and book: Access hotel Plan and book: Simply enter
deals with the click of a information by importing from Stay: The app makes location
button contact list based recommendations

Develop a plan to evolve sophistication.

Focus on consistency — a pragmatic first step

High
Level of mobile sophistication

Consistency
Multichannel
Nothing
• Migrate services that are
frequently used online
and are mobile.

Low
Evolution of services over time

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 touchpoints

High

Enhancement
Cross-
channel
• Mobile doesn’t have to
be a holistic replacement
Multichannel for other channels or
Nothing touchpoints.

Low

Where is there value in immediacy?
Airline: travel day

Alter Logistics Arrive /
Check in Arrive airport Board / Travel
reservation change Disembark

• Reservation # • Gate change • Upgrades • Find baggage
• # of bags • Rebook flight • Wi-Fi • Baggage lost
• Boarding pass Check bags • Missed flight • Food • Ground
Change seat • Time change • Baggage on transportation
• Plane change board • Navigation
assignment
• Seat change • Customs • Hotel shuttles
Security forms
• Assigned seat • Flight • Car rentals
• Upgrade coupons canceled
• Open seats • Name / ID • Etc.
card
• Boarding pass
Change time
Passengers will want to
Arrive gate
• Alt flights act immediately on this
• Change fees information. Send
notifications.
High Medium
© 2012 Forrester Research, Inc. Reproduction Prohibited

Mobile can offer new services

Breakthrough
High • New Mobile-
products, process unique
es, and services

Cross-
channel

Multichannel
Nothing

Low

Context must deliver simplicity
Simplicity Advanced
contextual

High Mobile-
unique

Cross-
channel

Multichannel
Nothing

Low

Get your technology team involved.

Let’s go back to the airline example
Airline example based on user time

–2 days –2 hr Flight +2 hr +2 days

• Food order • Mileage status
• Reserve seat
• Movies • Reward travel
• View reservations

• Check gate • Ground
transportation
• Departure time
• Lost luggage
• Lounge access
• Navigation
• Upgrade

Actualizing this scenario requires deep
alignment with the technology team
Flight
–2 days –2 hr Flight +2 hr +2 days
timeline

• Book reservation
Traveler • Food order • Mileage status
mobile • Movies • Reward travel
tasks • Request upgrade
• Reserve seat
• Baggage carousel

• Check gate • Ground transportation
• Departure time • Lost luggage
• Lounge access • Navigation
• Upgrade

Flight reservation processes

Travel Customer loyalty processes
business
processes Flight processes

Baggage handling processes

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


Some obvious signs you are behind include:

You don’t have a mobile strategy.

You are still pursuing one-off projects.

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 not working closely with your technology counterparts.

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 6002
jask@forrester.com
www.forrester.com

Thank You!
Please send your questions and comments to Kevin
Please
May, kevin@tnooz.com
Replay of today’s webinar and presentation will be available tomorrow at
www.tnooz.com

The mobile traveler experience

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