critical insights into mobile product usability

Critical Insights for Mobile Product Usability

#uzwebinarKim Oslob

Scott Nelles

Speakers

Kim OslobVP, UX Client ServicesUserZoom

Scott NellesUX Sales ManagerUserZoom

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

Usability, Design and IA

Market & Mobile Research

Agenda

Before you design

Mobile users usage and behavior

Highlights: best practices for mobile design

Mobile research methods

Before you design

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

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?

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

Audience Participation

How many of you use an iPhone vs Android vs Blackberry?

Mobile behavior and usage

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)

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

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.

…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

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.)

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

Highlight of mobile design best practices

Audience Participation

Reply in Chat:

What is the most useful app on your phone and why?

UI guidelines*

IOS Human Interface Guidelines

Android User Interface Guidelines

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

Optimize for mobile

Do not just duplicate your pc website, optimize and design for the smaller screen

Avoid horizontal scroll and limit vertical scroll

Screen Real Estate

Only show what you need to show on the screen

All other critical actions go to the action overflow

Screen Real Estate

Many apps still use the Menu button

Create realistic looking apps

User like apps to look realistic and behave realistically.

Create realistic looking apps

Task Focused

Important actions salient and predictable

Let your users decide what they need and how they need it

Provide Utility

Provide immediate value

Leverage location based services when possible

Mobile UX Research Methods

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

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

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

Kim OslobVP of UX Client Svs.

Phone: +1 (408) 524 -7446Email: kim@userzoom.com

Raffle

Scott NellesUX Sales Manager

Phone: +1 (408) 675-5370Email: snelles@userzoom.com

Kim OslobVP of UX Client Svs.

Phone: +1 (408) 524 -7446Email: kim@userzoom.com

Questions?

Scott NellesUX Sales Manager

Phone: +1 (408) 675-5370Email: snelles@userzoom.com