This is the seventh in a series of interviews with top product managers at mobile-focused companies. The interviews include exclusive content covering best practices, KPI optimizations, mobile predictions and more.
Mark Geller, HauteLook’s Head of Mobile, talked with Kiip about UX simplicity, optimizing mobile apps and Apple’s lead in mCommerce. Check out the interview below.
What’s the most important lesson you’ve learned as a PM for a mobile app?
The most important factors for success are to keep your app super simple, fast and reliable. Avoid adding nice-to-have features that can clutter the app or make the experience confusing.
What key metrics do you monitor and optimize to build successful mobile apps?
The top metric we monitor is the percent of all sales that are completed through the mobile apps. This gives us a good sense for how members are finding the experience relative to other ways they can purchase. At times we will A/B test new UI elements based on sales conversion and, of course, we monitor crashes and other performance issues.
What are your thoughts on mobile apps vs. mobile web?
Today, members strongly prefer well-crafted native apps to mobile web. Typically, native apps are faster, easier to access, use commonly understood interface conventions, can incorporate desired features like push notifications and badges and feel more, well, native to the device. It is still important to provide an excellent mobile web experience as well. Some users may prefer to use browser-specific features ,like having multiple tabs open simultaneously or test-driving the experience on the web before installing the app.
What mobile commerce trend are you most excited about?
iBeacon-style real-world location indicators to combine mobile features with in-store experiences.
What’s one mobile app prediction you believe that most people do not?
Whereas many people feel it is inevitable that Android and/or mobile web will eventually catch up to native iOS for mobile commerce, I believe Apple could maintain and even increase their current large lead indefinitely if they maintain their advantage in usability, simplicity and extensibility of the platform.
You can see the original interview here.
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