Organizations need to follow a mobile-centric design paradigm to reach today’s customers. Responsive web design is just one element in today’s web designers’ toolbox. This presentation, given at IBM Smarter Commerce Conference 2014 by CoreMedia’s Jochen Toppe discusses the challenges today’s web designers and marketers face, and offers an in-depth look at real-world requirements, potential pain points, and solutions.
Smarter collaboration anywhere anytime-portals social and mobile-public
Embracing Mobile First
1. EMBRACING
MOBILE FIRST
Why listening to your
customers is an imperative
JochenToppe
VP Product Management
CoreMedia
@jochent
linkedin.com/in/jochentoppe
2. A LITTLE BACKGROUND
About CoreMedia
Delivering experience
management solutions for
global brands, e-Commerce,
media, and telcos.
!
About Me
Bringing high-profile brands
online for the past 17 years,
across multiple continents,
companies, and roles.
YEARS OF
INNOVATION
CUSTOMER RETENTION
AFTER 18 YEARS
PERCENT OF GERMAN
MEDIA TRAFFIC
4. Source: “The Age Of The Customer Redefines Technology Management Archetypes” | April 2014 | Forrester Research, Inc.
THE AGE OFTHE CUSTOMER
Redefining how business is won
15. THE CUSTOMER JOURNEY
• Customers can be at any point in their journey
• They can pop in and out at any point, any device
• The journey is not completely linear!
• How to move the customer to the next step?
Awareness Engagement Shop/Browse Purchase Service Loyalty
Customer
Experience
Journey
17. Can you target to your customer
!
- by device?
- by place in consumer journey?
- by interest? ?
18. Peter Sheldon and Stephen Powers
Forrester Research, Inc
“It is no longer enough to enable an online
catalog and transactional eCommerce:
Today's marketers want to tell brand and
product stories through the deep
personalization and contextualization of
content and interactive digital experiences.“
20. !
!
76%
Of consumers will not shop on a bad site
26%
Will not do business with that brand
!
!
!
!
!
!
!
Brian Walker, “Welcome to the Era of Agile Commerce, Forrester, March 2011
25. –Eric Schmidt, 2010
“What’s really important right now is to get the mobile
architecture right. Mobile will ultimately be the way you
provision most of your services. The way I like to put it is, the
answer should always be mobile first. You should always put
your best team and your best app on your mobile app.”
27. RESPONSIVE DESIGN
• Embrace fluid layouts
• Create layouts (CSS styles)
that dynamically adapt
themselves to the form
factor
• Native query capabilities
introduced in CSS 2.1 –
Responsive happens on
the front-end!
• Design based on
flexible/fluid grids
Images: CoreMedia
28. TASK FIRST
• What are the main tasks my users perform on my
site?
• Are any tasks more predominant on mobile?
• Focus and then start adding with more screen real
estate
29. ADAPTIVE DESIGN
• Follows Progressive
Enhancement
• Can leverage device and
user information to
personalize user
experience
Images: CoreMedia
33. APPS
• Responsive web site should
be your starting point
• Apps make sense where
the site is not enough
• Hardware-interaction
• Gamification, etc
• Look at your customer
base!
Source: Forbes / Flurry
34. MOBILE FIRST
• Embrace mobile as your
primary consumer touchpoint
• This touches the entire project lifecycle!
Requirements UXContent Strategy
Implementation Testing
40. HYBRID CAMPAIGNS AND STORES
• Full session sharing between
store and CMS-driven
experiences
• Real-time integration
including catalog, pricing,
inventory, and
personalization