left to their own devices: the real mobile experience
DESCRIPTION
The statistics say that people spend more time with their devices than their loved ones, there are more people that own smartphones than use a toothbrush, that most people are using their tablets while watching TV, and they are all shopping up a storm. OK, we get it. Mobile is critical, and people are adopting big-time. But what is the real story of people and their devices? And what does it mean for the user experience? This deck explores common behaviors we’ve seen in hundreds of user research sessions – online, in the lab, and in the so-called real world – and the implications they have for mobile user experience. Come away with guiding principles for creating an awesome mobile user experience and a toolkit for keeping it real.TRANSCRIPT
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Left To Their Own Devices The real mobile experience
Credit: Luca Napoli February 2014
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Pamela Pavliscak (not meant to be spoken) @paminthelab
Change Sciences
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I love
experiments
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This speaks to me This speaks to me
alastairheseltine.com/
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data
despair
reality
WTF
experiments
hope
Outline of today’s talk
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7 billion mobile phones 55% of those are smartphones
Source: Ericsson
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1 baby born 5 mobile phones activated
Source: ITU & US Census
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Babies love phones actually
flickr.com/photos/iangrieveson/
Source: NY Times, Martin Lindstrom
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And then there’s this…
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Let’s Talk About
RELATIONSHIPS (with our phones)
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It is a bit OBSESSIVE
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Typical mobiles users check their phones 150 times a day
Source: Mary Meeker
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Smartphone owners spend over 2 hours on their phone each day.
Source: eMarketer flickr.com/photos/jacksw/
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55% while driving
39% while in the bathroom
36% at school or kid’s events
77% while
watching TV
72% while
shopping
33% at social events
Sources: Google Insights, Harris Interactive & Pew Internet
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Context is complex on the go bored distracted
local relaxed
rushed
urgent
happy social lonely
repetitive
reclining lost
questioning deciding
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21% of US mobile phone owners mostly go online using their phones, globally it’s higher.
Source: Pew Internet flickr.com/photos/yellowmo/
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50% of smartphone owners under 30 use the Internet mostly on their phone
By Preference
Source: Pew Internet
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55% of Americans who make less than $30K/yr have no other access at home
Out of Necessity
Source: Pew Internet
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34% just use the device that is closest at hand
For Convenience
Source: Google Insights
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If it is not on mobile, does it really exist?
flickr.com/photos/lestaylorphoto
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It is intensely PERSONAL
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29% say that their phone is the first and last thing they look at every day.
Source: Qualcomm flickr.com/photos/hirngespinste/
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44% sleep with their phones (no not like that, except for ahem 9%)
Source: Pew Internet & Harris Interactive
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48% give up sex for 1 month
52% give up phone
for 1 month
Source: Huffington Post
And then again…
Women who would rather
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Can I See Your Phone? EXPERIMENT
ONE
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100 people, not totally random
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American HealthCare.gov Kayak Amazon Express
57! 70! 77!53!
Hands Makes an Puts Phone Holds It Over Excuse Away & Shows
Why no, no you can’t
Source: Change Sciences
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Well, if you pay me
Study Participants
Friends
Acquaintances
Strangers
Source: Change Sciences
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We do
Nice Things
etsy.com/shop/LuvYourCase
for it
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Plus, we are always TOUCHING it
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It’s kind of like an awesome pet instagram.com/paminthelab
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Smartphone!
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That also gives us superpowers
kerpa100.deviantart.com
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86% solve problems, even troubleshoot emergencies, with their smartphones.
Source: Pew Internet flickr.com/photos/felipe_i/
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It acts as a
CO-PARENT
instagram.com/paminthelab
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Only 20% of parents don’t use tablets or phones to keep kids occupied
(and they are kind of annoying)
Source: Harris Interactive
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nickrodrigues.com
It shields us from reality, for better or worse
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potterpuppetpals.com
It bends time and space
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It connects us, sort of
instagram.com/paminthelab
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Privacy But what do people really DO on mobile?
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Aggregate 25 Studies EXPERIMENT
TWO
N=489
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We touch it a lot but mostly 3 WAYS
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Tap / 72%
Swipe / 77%
Scroll / 94%
Source: Change Sciences
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People know how but they would rather not zoom
(that small text is a bother)
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Omit needless
Gestures
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No guesswork
Obvious Cues
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Minimal
Animated Cues
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Mixed feelings
Animated Guide
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Keep it
BIG
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First impressions
The Flick
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“ I scroll quickly to just to see what’s there but then I always go back to the top.
-F, GenX, Wired
Source: Change Sciences
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Wait, what?
The Washing Machine
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The swipe/scroll combo accidentally reveals what’s in the hamburger menu
(more on that in a minute)
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TAKEAWAY We make up our own gestures out of
the few we rely on.
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We go to great lengths to AVOID typing
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Source: Change Sciences
SKIP IT
WORKAROUND
This Sucks!
Fat Fingers
Unfavorable Comparison
COMPLAIN
Another Path
Cut & Paste
Close & Open
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“ Oh shit, did I just overdraw my account with that typo?
-M, GenX, Pragmatist
Source: Change Sciences
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About 40% of online banking logins fail on the first attempt
Source: Braintree
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90% portrait
10% landscape
Source: UX Matters, Steve Hoober
People don’t make it easy on themselves
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If it requires typing
Remember
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Mixed feelings
Social Login
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Maybe?
Mobile Wallet
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TAKEAWAY Design for typing ZERO.
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ICONS are mostly confusing
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Play / 92%
Close / 90%
Search / 80%
Source: Change Sciences
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Use any of these, or A/B test options (just don’t go without)
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Favorite / 63%
Settings / 57%
Locate / 35%
Source: Change Sciences
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Don’t go rogue
Standard Icons
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Crystal clear
Use Your Words
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Still not sure
The Hamburger
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“ I’ve been noticing that little doodad on sites but thought it was just the design.
-M, Millennial, Wired
Source: Change Sciences
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Q1 2013
Source: Change Sciences
Hamburger awareness is on the rise
Q2 2013 Q3 2013 Q4 2013 Q1 2014
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TAKEAWAY Use icons in a way that is consistent
with most other sites.
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We suffer from bottom nav AVERSION
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“ I know there is stuff on the bottom but if I have to look there it is probably too late.
-M, GenX, Minimizer
Source: Change Sciences
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74% overlook or just ignore bottom nav options
(OK, Android users are a little more likely to use it)
Source: Change Sciences
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Keep it at the
TOP
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TAKEAWAY Essentials should be in page or on
top for now. (remember, the hamburger is kind of iffy)
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We leave our SOUND on
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78% of people leave their ringer on and sound turned up
Source: Change Sciences
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Look to the
Kids
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TAKEAWAY Sound cues are a missed
opportunity.
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We don’t MULTI-TASK very well
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53% of mobile phone users have had a distracted walking encounter.
Source: Pew Internet flickr.com/photos/captain_die
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“ If I get distracted by a notification, I often just forget about that first thing. It
wasn’t that important anyway. -F, GenX, Wired
Source: Change Sciences
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Focus on
The ONE Thing (per screen)
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Streamline
STEPS
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TAKEAWAY Focus on making each screen a self-
contained unit.
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The LACK OF BACK
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78% use the home button to start over in an app or on a site
(no matter that it doesn’t work that way)
Source: Change Sciences
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“ Well, that didn’t do what I thought it would. I hoped it would just clear out.
-F, Boomer, Pragmatist
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54% try swiping to go back, 45% use a back arrow at the bottom
(remember bottom nav aversion)
Source: Change Sciences
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TAKEAWAY The need for back is not going to go away, at least have a home option.
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We have MULTI-SCREEN backwards
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Big Screen, Little Screen EXPERIMENT
THREE
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Hypothesis The small screen is primary
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TAKEAWAY Attention is focused on the device in
your hands about 60% of the time.
Source: Change Sciences
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Maybe real life is the second screen?
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We expect a little MAGIC
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Historical Flashback
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A few
Surprises
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Show it
Live
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Show
Awareness
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Without being
Creepy
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TAKEAWAY That one unexpected surprise is
what often converts.
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We expect it to be BETTER THAN DESKTOP
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“ Mobile is better – less hype, less ads, less junk to get in the way.
-M, Millennial, Influencer
Source: Change Sciences
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57% won’t recommend a poorly designed mobile site or app
Source: Gartner
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It bends time and space Your mission: Try some experiments
vimeo.com/liubo
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It bends time and space
Always, always test
Instagram.com/paminthelab
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First Screen Project NASCENT
EXPERIMENT
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Participate: Share your screen firstscreen.tumblr.com
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More Better Mobile deck, video, stats, testing tips, experiments
http://www.changesciences.com/trending/more-better-mobile changesciences.com
@paminthelab