Mobility is central to digital transformation and the Digital for all, Now! movement.For two days, business line and IT managers got together at the Rendez-vous One-to-One de la Mobilité numérique (ROOMn) expo to talk about this very subject. This year, the focus was on user experience (UX). From creating mobile apps to implementing KPIs, UX has become an essential element of digital mobility projects – one point the Digital Makers at the event agree on…
Whilst smartphone sales are exploding, companies are still slow on the uptake where mobility is concerned. According to a report by McKinsey on digital adoption in enterprises across 28 European countries, France ranked 26th! Some of the most frequently-cited obstacles to digital transformation are lack of organisational flexibility, in-house digital skills and financing. And yet the benefits are undeniable: as Eric Hazan, Partner at McKinsey & Company pointed out in his opening keynote at the event:
“The operating profit of companies that have successfully made the mobile transition is 40% higher than those that haven’t yet started or finalised theirs.”
And the potential is huge: if organisations speed up their digital mutation, the proportion of digital in France’s GDP could increase by €100 billion by 2020.
M-commerce, geofencing, mobile wallets, click & collect: retailers have a range of digital resources to help them engage customers and get them to interact through a mobile experience. And digital mobility shouldn’t just be an “extra”, but a major driver of competitiveness.
So how to offer an integrated, personalised customer experience? How to optimise cross-channel experiences and anticipate uses? What are the traps to avoid? These and many other questions were raised by companies looking to make the digital transformation at ROOMn.
user experience: THE BACKBONE OF DIGITAL mobilitY
“The mobile is an essential tool for the customer experience.”
For Pascal Lannoo, Digital Customer Experience Director for Voyages-Sncf.com, the French national railways’ travel booking website, the mobile issue is crucial: over half of the site’s traffic comes from mobile devices. And, despite the fact that user experience is still considered a soft science, Voyages-Sncf.com managed to multiply the number of connections to personalised accounts on its mobile site by 25! How? By offering useful, functional services, as opposed to selling gadgets:
“A good customer experience should really stand out. You have to think in terms of phases of experiences: pre-sales, during the journey, after sales. It has to be more efficient and qualitative for the customer.”
A few months ago, this UX specialist talked about the criteria that need to be taken into account when monitoring customer experience:
“At Voyages-Sncf, we read all the customer reviews on the app stores and have an in-house team that analyses customer data and any negative customer experiences (e.g. shopping cart abandonment). We then use that as a guide to improve our applications. Conversion is important, but we have two other KPIs that we keep a close eye on: customer satisfaction and the NPS (Net Promoter Score, i.e. the rate of customer recommendations).”
“Love, money and Growth”: THE secrets OF A SUCCESSFUL app
“You need to get out of the ivory tower and talk to about thirty people representing future users. ‘Love’ means making sure that the first 100 users of the app are hooked.”
After “Love” comes “Money”: paid functionalities, advertising, m-commerce… there are countless ways to monetise apps, but they have to be right for the target audience. In Alexandre Jubien’s opinion, it’s the first users who should help determine this. These users should also be consulted at the Growth stage of the application, while the codes are still being written. By giving users an interactive prototype to test, developers can then observe their reactions to the various functionalities: which ones are popular? Which ones don’t they use? Anything superfluous should be scrapped: you don’t want to flood the app with useless services.
This is a lesson insurance group AXA learned. During a conference, Benoit Cizeron, Axa’s Head of Mobile said:
“With the first version of our new app, we resisted the temptation to put all the company’s services on it. We just but the essential stuff because customers have a very short attention span.”
Where the interface is concerned, however, Alexandre Jubien recommends conservatism:
“I wouldn’t necessarily advise innovating in terms of the interface. You’d do better to go along the lines of Apple and Google, because these are the standards that shape users’ habits.”
He believes that the focus should be not so much on the ergonomics but the business expertise highlighted. The landing page of the app is also important as it can attract and recruit beta-testers. To achieve this, it needs to be very visible online; SEO is therefore key.
One last point: the icon. It shouldn’t be an afterthought: a good icon can result in more than a 30% increase in daily downloads. Along with the name and description, the icon is what attracts users and puts an app on the map in the app stores.
Above all, what transpired from ROOMn 2015 was that a user experience-based approach, whoever the user is (prospect, beta-tester or customer), is central to digital mutations. Striving for user adherence should be the main priority throughout the lifecycle of a digital project: focusing the digital transformation on people, because that’s also what Digital for All, Now is all about.
> See also: Is UX design the key to digital transformation
Photo credit: stefanie marie – smartphone era / Flickr.com / Licence CC-BY-NC-SA 2.0