Click here to close now.




















Welcome!

@BigDataExpo Authors: Adrian Bridgwater, Liz McMillan, Bob Gourley, Pat Romanski, Elizabeth White

Related Topics: Microservices Expo, Java IoT, Mobile IoT, Linux Containers, Agile Computing, @BigDataExpo

Microservices Expo: Article

Comparing User Experiences: Web, App and Mobile

How can you measure the user experience across the various channels your customers use to interact with you?

With the establishment of mobile web and native mobile apps, your website isn't the only customer touch point anymore. Mike Austin, Director of e-Commerce at RoomsToGo said it best:

"Our customers expect the same experience throughout all our channels no matter if it is the website, mobile site or the real physical store!"

How can you measure the user experience across the various channels your customers use to interact with you? Let's see what we can do to make the user experience quantifiable so we can make informed data-driven decisions.

If we look at the different channel types, they have all two things in common - a user and actions that the user executes. To make this more visual I put the graphic below together. It depicts a common visit of a user with what their common User Actions might look like across each of the channels (Mobile App, Mobile Web & Desktop Web). Although the screens look different the expectations are always the same.

Visit Journey with User Actions for Mobile App, Mobile Web and Desktop Web: All visitors have the same expectations when booking a vacation, regardless of the channel they choose to use

Why You Should Look at User Actions?
User actions are the important element as it exists on the web as well as on the mobile app. It is therefore something we can compare between the different channels. In the above graphic the second user action is "Search for... " The user expects that the time it takes from the touch/click on the search button till the result list is displayed is similar. This timing is now our first indicator for the User Experience; the User Action Duration. We can now compare the user action duration over all the different channels and can work on getting the experience to the industry best practice "3 second promise".

In addition to the User Action Duration, errors have a huge impact on the user experience. No matter if it is a client-side error like a Crash or JavaScript Error, an error occurring in your datacenter like a "Null Pointer Exception" or a Third Party Service not being available, the impact on the user and your business is huge. Some developers try to disguise the errors by presenting "funny" error screens but the negative impact is still there.

Screenshot of error message in a iOS App that is user facing

The 404 Error Message delivered from Livadaru.net might be funny to look at, but the potential impact on your users is nothing to laugh about! See more funny examples at http://www.1stwebdesigner.com/inspiration/unique-404-error-pages-inspiration/

Looking at the user action duration and the number of errors, we now have two good metrics to quantify the user experience for each user action. But we still have more to investigate to get the overall user experience.

What Additional Information Do We Get by Looking at a Visit?
The collection of experiences across all user actions is what ultimately defines whether the user experience was satisfied, tolerated or frustrated. If we look at a "visit" as a collection of all user actions in the order the user executed them, we can get four very important data points: the first action, the last action, did the visit bounce and if the visit converted. These all help us to identify the User Experience Index. The screenshot below shows us an example of a single visit with every User Action completed. The user started the app, searched for a vacation, tried to book the trip and then the app crashed.

Details of a single visit- showing all actions the user did with a mobile app crash at the end

For more user experience tips, and for further insight, click here for the full article.

More Stories By Klaus Enzenhofer

Klaus Enzenhofer has several years of experience and expertise in the field of Web Performance Optimization and User Experience Management. He works as Technical Strategist in the Center of Excellence Team at dynaTrace Software. In this role he influences the development of the dynaTrace Application Performance Management Solution and the Web Performance Optimization Tool dynaTrace AJAX Edition. He mainly gathered his experience in web and performance by developing and running large-scale web portals at Tiscover GmbH.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@BigDataExpo Stories
For IoT to grow as quickly as analyst firms’ project, a lot is going to fall on developers to quickly bring applications to market. But the lack of a standard development platform threatens to slow growth and make application development more time consuming and costly, much like we’ve seen in the mobile space. In his session at @ThingsExpo, Mike Weiner, Product Manager of the Omega DevCloud with KORE Telematics Inc., discussed the evolving requirements for developers as IoT matures and conducte...
Malicious agents are moving faster than the speed of business. Even more worrisome, most companies are relying on legacy approaches to security that are no longer capable of meeting current threats. In the modern cloud, threat diversity is rapidly expanding, necessitating more sophisticated security protocols than those used in the past or in desktop environments. Yet companies are falling for cloud security myths that were truths at one time but have evolved out of existence.
Public Cloud IaaS started its life in the developer and startup communities and has grown rapidly to a $20B+ industry, but it still pales in comparison to how much is spent worldwide on IT: $3.6 trillion. In fact, there are 8.6 million data centers worldwide, the reality is many small and medium sized business have server closets and colocation footprints filled with servers and storage gear. While on-premise environment virtualization may have peaked at 75%, the Public Cloud has lagged in adop...
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
The Cloud industry has moved from being more than just being able to provide infrastructure and management services on the Cloud. Enter a new era of Cloud computing where monetization’s services through the Cloud are an essential piece of strategy to feed your organizations bottom-line, your revenue and Profitability. In their session at 16th Cloud Expo, Ermanno Bonifazi, CEO & Founder of Solgenia, and Ian Khan, Global Strategic Positioning & Brand Manager at Solgenia, discussed how to easily o...
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Opening Keynote at 16th Cloud Expo, S...
In his keynote at 16th Cloud Expo, Rodney Rogers, CEO of Virtustream, discussed the evolution of the company from inception to its recent acquisition by EMC – including personal insights, lessons learned (and some WTF moments) along the way. Learn how Virtustream’s unique approach of combining the economics and elasticity of the consumer cloud model with proper performance, application automation and security into a platform became a breakout success with enterprise customers and a natural fit f...
"We have been in business for 21 years and have been building many enterprise solutions, all IT plumbing - server, storage, interconnects," stated Alex Gorbachev, President of Intelligent Systems Services, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
With SaaS use rampant across organizations, how can IT departments track company data and maintain security? More and more departments are commissioning their own solutions and bypassing IT. A cloud environment is amorphous and powerful, allowing you to set up solutions for all of your user needs: document sharing and collaboration, mobile access, e-mail, even industry-specific applications. In his session at 16th Cloud Expo, Shawn Mills, President and a founder of Green House Data, discussed h...
One of the hottest areas in cloud right now is DRaaS and related offerings. In his session at 16th Cloud Expo, Dale Levesque, Disaster Recovery Product Manager with Windstream's Cloud and Data Center Marketing team, will discuss the benefits of the cloud model, which far outweigh the traditional approach, and how enterprises need to ensure that their needs are properly being met.
The essence of cloud computing is that all consumable IT resources are delivered as services. In his session at 15th Cloud Expo, Yung Chou, Technology Evangelist at Microsoft, demonstrated the concepts and implementations of two important cloud computing deliveries: Infrastructure as a Service (IaaS) and Platform as a Service (PaaS). He discussed from business and technical viewpoints what exactly they are, why we care, how they are different and in what ways, and the strategies for IT to tran...
Discussions about cloud computing are evolving into discussions about enterprise IT in general. As enterprises increasingly migrate toward their own unique clouds, new issues such as the use of containers and microservices emerge to keep things interesting. In this Power Panel at 16th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the state of cloud computing today, and what enterprise IT professionals need to know about how the latest topics and trends affect t...
"Our biggest growth area has been the security services, the managed services - the things that differentiate us in the market that there is no client that's too small and there's no client that's too big," explained Paul Mazzucco, Chief Security Officer at TierPoint, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
"We do data integration for B2B also application to application, and we do data management and enable Big Data," explained Pat Adamiak, Vice President, Product Marketing at Liaison Technologies, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
"We've just seen a huge influx of new partners coming into our ecosystem, and partners building unique offerings on top of our API set," explained Seth Bostock, Chief Executive Officer at IndependenceIT, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society-changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his session at @ThingsExpo, Jason Mondanaro, Director, Product Management at Metanga, discussed how you can plan to cooperate, partner, and form lasting all-star teams to change the world...
SYS-CON Events announced today that Agema Systems will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Agema Systems is the leading provider of critical white-box rack solutions to data centers through the major integrators and value added distribution channels.
Converging digital disruptions is creating a major sea change - Cisco calls this the Internet of Everything (IoE). IoE is the network connection of People, Process, Data and Things, fueled by Cloud, Mobile, Social, Analytics and Security, and it represents a $19Trillion value-at-stake over the next 10 years. In her keynote at @ThingsExpo, Manjula Talreja, VP of Cisco Consulting Services, discussed IoE and the enormous opportunities it provides to public and private firms alike. She will share w...
In the midst of the widespread popularity and adoption of cloud computing, it seems like everything is being offered “as a Service” these days: Infrastructure? Check. Platform? You bet. Software? Absolutely. Toaster? It’s only a matter of time. With service providers positioning vastly differing offerings under a generic “cloud” umbrella, it’s all too easy to get confused about what’s actually being offered. In his session at 16th Cloud Expo, Kevin Hazard, Director of Digital Content for SoftL...
Business as usual for IT is evolving into a "Make or Buy" decision on a service-by-service conversation with input from the LOBs. How does your organization move forward with cloud? In his general session at 16th Cloud Expo, Paul Maravei, Regional Sales Manager, Hybrid Cloud and Managed Services at Cisco, discusses how Cisco and its partners offer a market-leading portfolio and ecosystem of cloud infrastructure and application services that allow you to uniquely and securely combine cloud busine...