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Critical Insights for Mobile Product Usability
#uzwebinarKim Oslob
Scott Nelles
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Speakers
Kim OslobVP, UX Client ServicesUserZoom
Scott NellesUX Sales ManagerUserZoom
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UserZoom
All-in-one research platform and consulting services
Cost-effectively manage UX and CX, through the entire product life cycle on both PC and Mobile platforms
Based in Silicon Valley with international offices in Spain, UK and Germany
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Usability, Design and IA
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Market & Mobile Research
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Agenda
Before you design
Mobile users usage and behavior
Highlights: best practices for mobile design
Mobile research methods
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Before you design
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Before you design
Understand who are your potential users –define personas
Know where and when they will use your product –define use cases
Understand users needs and how the site or app fulfills these needs
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Before You Design
Design for the screen size you are deploying on – remember optimization is key in mobile design
Simplicity is key!
Mobile site or app?
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Mobile Site or Native App?
Mobile Site Native AppLimited
functionalityWorks across
various devicesRequires an
internet connectionEasier to update
sites
Shareable through a link
Richer interactionDevice specific
versions
Can access data offline
Update must be pushed out
Cannot be shared as easily
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Audience Participation
How many of you use an iPhone vs Android vs Blackberry?
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Mobile behavior and usage
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Mobile Usage
Mobile phones are the most adopted technology in history
Smartphone usage is growing rapidly globally:
55% penetration in the US (2012) 51% share in the Europe (2011) 45% penetration in Canada (2011) 19% in APAC/wide variations by country
(2011)
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Mobile Usage
Smartphones have become the preferred method for accessing popular social media and business platforms:
53% of Facebook traffic is via mobile as of May 2012
60% of Sales people hits is via mobile as of May 2012
60% of doctors use a tablet in their practice
Internet is accessed via mobile more often than computer in China
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Eighty-Six percent use mobile devices while watching TV
Melanson, Mike. (January 2011). Yahoo: 86% Use Mobile Devices While Watching TV . ReadWriteWeb.com. Retrieved from http://www.readwriteweb.com/archives/yahoo_86_use_mobile_devices_while_watching_tv.php.
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…Big at Home, When Watching TV, While running Errands
Sterling, Greg. (March 2011). Mobile Search Use Stats: Big at Home, When Watching TV, While Running Errands. SearchEngineLand.com. Retrieved from http://searchengineland.com/highest-use-of-mobile-search-at-home-report-69557
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Mobile behavior
Mobile users …
Behave differently on a mobile website and app than they do on a computer
Multi-task while interacting with their phone or pad
Have many distractions while interacting with their phone or pad (e.g. Conversations, watching t.v., children, using the computer, etc.)
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Mobile behavior cont…
Mobile users …
Do not spend hours in the same app or on a website as the do on a computer
Use swipe and touch/tap instead of click
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Highlight of mobile design best practices
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Audience Participation
Reply in Chat:
What is the most useful app on your phone and why?
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UI guidelines*
IOS Human Interface Guidelines
Android User Interface Guidelines
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Consistency in the UI and design
Users expect their experience to be the same or similar across all apps on their mobile OS
Use standard controls built into the OS rather than re-designing or assigning
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Optimize for mobile
Do not just duplicate your pc website, optimize and design for the smaller screen
Avoid horizontal scroll and limit vertical scroll
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Screen Real Estate
Only show what you need to show on the screen
All other critical actions go to the action overflow
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Screen Real Estate
Many apps still use the Menu button
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Create realistic looking apps
User like apps to look realistic and behave realistically.
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Create realistic looking apps
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Task Focused
Important actions salient and predictable
Let your users decide what they need and how they need it
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Provide Utility
Provide immediate value
Leverage location based services when possible
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Mobile UX Research Methods
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Mobile Research Methods
Focus Groups
Mobile Surveys (Text, email, push notification, geo fencing, geo targeting, QR codes)
One on one Usability Testing
Mobile app or site intercept survey (video)
Unmoderated remote mobile testing
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Task-based Mobile Usability Testing
• Expected End of February 2013
• Remote Unmoderated (Quantitative)
• Live mobile websites & Prototypes
• Android & iOS
• Collect Success/Efficiency Ratios/Survey data & behavioral data
• Video Session Replay Q2/Q3 2013
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Keys when testing mobile
Test mobile tasks first prior to out in the wild testing. This will help you uncover low hanging fruit.
Follow up task testing with in context testing (natural environment and collecting data in the moment)
Demographic and location is key
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Kim OslobVP of UX Client Svs.
Phone: +1 (408) 524 -7446Email: [email protected]
Raffle
Scott NellesUX Sales Manager
Phone: +1 (408) 675-5370Email: [email protected]
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Kim OslobVP of UX Client Svs.
Phone: +1 (408) 524 -7446Email: [email protected]
Questions?
Scott NellesUX Sales Manager
Phone: +1 (408) 675-5370Email: [email protected]