easy mobile
TRANSCRIPT
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Easy MobileMaking your app easier to use
Tuesday, May 28, 13
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I’ll Cover
‣ The cost of bad usability
‣ Data on successful apps
‣ Examples of good and bad usability
‣ How to easily improve usability
‣ Your apps & problems
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My Goal
‣ Help you understand usability
‣ Make it simple to improve
‣ Everyone leave here with 3 practical
things they can do to improve their
app THIS WEEK.
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After the Break
‣ How visuals support brand
‣ Applying this to mobile
‣ Making your apps better
‣ The importance of icons
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A Little About Me
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Tuesday, May 28, 13
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She does the hard work
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We make cool stuff with cool people.
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I also like
‣ Change
‣ Technology
‣ Simple solutions to complex problems
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Agile Can Be ScaryHere’s what it means to Gravity Switch
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WORKING SOFTWARE OVER COMPREHENSIVE DOCUMENTATION
CUSTOMER COLLABORATIONOVER CONTRACT NEGOTIATION
RESPONDING TO CHANGEOVER FOLLOWING A PLAN
INDIVIDUALS & INTERACTIONS OVER PROCESSES & TOOLS
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A StoryUsability = Retention
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Reten%on -‐ 10 Most Popular iOS Apps
0%
25%
50%
75%
100%
13%
24%26%29%31%32%
37%38%38%
67%
DAY 1DAY 7DAY 30
App1 App2 App3 App4 App5 App6 App7 App8 App9 App10
@robertjweber
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0%
25%
50%
75%
100%
13%18%18%
22%27%27%28%
31%35%
52% DAY 1DAY 7DAY 30
Reten%on -‐ 10 Most Popular Android Apps
App1 App2 App3 App4 App5 App6 App7 App8 App9 App10
@robertjweber
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Getting Started Screens
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Getting Started Screens
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Getting Started Screens
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Getting Started Screens
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We have to do better
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We have to do better
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We have to do better
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We have to do better
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We have to do better
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We have to do better
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We have to do better
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We have to do better
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We have to do better
Tuesday, May 28, 13
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We have to do better
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We have to do better
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WORKING SOFTWARE OVER COMPREHENSIVE DOCUMENTATION
CUSTOMER COLLABORATIONOVER CONTRACT NEGOTIATION
RESPONDING TO CHANGEOVER FOLLOWING A PLAN
INDIVIDUALS & INTERACTIONS OVER PROCESSES & TOOLS
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Why 1 Week?
We tried the software & user tested
Pain points were SUPER obvious
Perfect is the enemy of good
Winners ship
We don’t need longer
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A Little About You
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Why’d ya come?
Existing App
New App
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Whacha building?
Game
Utility
Productivity
Music/Photo/Video
Other
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$0.00
$.99 - $2.99
$3.99 - $9.99
$9.99+
Other (internal app)
Pricing
$
$
$
?
Free!
$
$$
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Company size
Lone Gunslinger
2-10 Employees/Partners
11-100 Employees
100+ Employees
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Android only
iDevices & Android
Anything else? HTML5?
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Your superpower?
Programming
Design
Usability
Other
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Want to learn more
Some experience
Conducted software testing
Measured results
Usability experience
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Overview
UserNeeds
BusinessNeeds
Brand
Easy to use.
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⇥ Technology ⇤ Design ⌅ Usability ⇧ Business
Geeks start it.
(Programmers, NASA
engineers, etc.)
You won't hit the majority until you
have a commercially viable product!
The building blocks of technology
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The mobile difference
Small
Portable
Personal
Bandwidth matters
Interrupted
Typing sucks
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Apps that “get it”
Interrupted (2 mins)
No Internet Needed
Uses Touch
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Apps that “get it”
In 2008, Pandora built an iPhone app that let people stream music. Almost immediately, 35,000 new users a day joined Pandora from their cellphones, doubling the number of daily signups.
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Apps that “get it”
Personal
On the Road
Avoids Typing
No Internet Needed
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Successful AppsTraits
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Top iPhone apps
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Top iPhone apps
94% Are useful because they’re mobile
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Top iPhone apps
94% Are useful because they’re mobile
56% Use touch meaningfully
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Top iPhone apps
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Top iPhone apps
3% Use video
3% Use the camera meaningfully
4% Use tilt meaningfully
11% Use GPS
15% Are multiplayer
4% Use two of these features
0% Use three or more
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What don’t you do?
The most successful
companies have a list of
things they DON’T do.
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More Features = Hard to Use
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Are You Focused?‣ Useful BECAUSE it’s mobile?
‣ Uses touch to *enhance* experience
‣ How many of the following does it use?
- Camera
- Video
- Tilt
- GPS
- Multiplayer
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Whatever
... What about Android Apps?
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Why buy Android?
4. Need reading glasses
3. Geek / Tinkerer
2. It’s not Apple
1. International availability
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21 Games (+9)
4 Photo (+2)
2 Social networking(+2)
1 Education (+1)
1 Entertainment (+1)
1 Weather (+1)
0 News (-2)
0 Music (-3)
Apple “Hall of Fame”
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28 Games (+6)
4 Angry Birds
3 Word games
1 Music (+0)
1 Utility (+1)
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Top 20 are ALL gamesGames (+10)
Music (-3)
Social media (-2)
News (-2)
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9 Utilities (+0)
5 Geeks (+4)
5 Games (-3)
3 Music (+0)
1 Camera (-1)
1 Office docs (+0)
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Goals Before UsabilityWhat are you trying to do?
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Why?
Fame?
Fortune?
Your boss?
Ask why 5 times
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Trinity of UsabilityStorytelling, wireframing, testing
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1. StorytellingUse case vs. user scenario
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Storytelling
Use case = How features work
User scenarios = How people work
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2. WireframingTo wireframe or not to wireframe
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Wireframing
‣ “Paper prototyping”
‣ Easy to test
‣ Easy to change
‣ Hand-drawn
‣ No colors/fonts/pictures
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Wireframes
spec => wireframe => prototype => experience
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3. Usability TestingWhat’s useful and what’s not
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Tap-TapFirst mobile app
developer to make
$1m profit every
month.
Started with 4 apps,
and built out the one
that tested the best.
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When to test
KnownUnknown
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When to test
KnownUnknown
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When to test
KnownUnknown
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When to test
KnownUnknown
Test
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When to test
KnownUnknown
Test
Steal ideas first!
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Usability testing
1. Focus Groups
2. Surveys
3. A/B Testing
4. Usability Testing
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Focus groups are not useful for testing.
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focus groups
‣ set goals
‣ get buy-in (stakeholders)
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Surveys are only useful for specific questions.
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surveys
‣ do we call it refresh or reload?
‣ does this make us look like hacks?
‣ which tagline works best?
‣ which icon gets the most traffic?
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surveys
‣ do we call it refresh or reload?
‣ does this make us look like hacks?
‣ which tagline works best?
‣ which icon gets the most traffic?
you can A/B test
these too
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A/B testing rocks.
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A/B testing
‣ Sanity check big changes
‣ Fine-tune details
‣ Find problems for usability testing
‣ Get buying early from stakeholders
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A/B testing
David Hyman (CEO) of
MOG’s #1 tip for mobile
usability is to “reduce
barriers”
How can he increase the
number of PAID members?
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A/B testing
‣ Expensive (time consuming)
‣ Requires good statistic tracking
‣ Requires large(ish) sample size
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Usability testing
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Usability testing
‣ Cheapest and most useful testing
‣ Find out where users get lost
‣ Sanity check yourself
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This all sounds good, but what does real testing look like?
who has an app to test?
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Do it now
‣ Test early
‣ Test often
‣ Find biggest problem
‣ Find simplest solution
‣ Repeat
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Best PracticesTips from the masters
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AccessibilityLaws and business
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The Laws
Under Section 508 (29 U.S.C. ‘794 d),
[government] agencies must give disabled
employees and members of the public
access to information that is comparable to
access available to others.
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The Laws
ADA Title III governing public
accommodations for private entities
prohibits discrimination, requires access to
services and facilities, and requires effective
communication.
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The Laws
Twenty-First Century Communications and
Video Accessibility Act of 2010
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Title I - Communication
‣ Advanced Communication Services
(VOIP, text, email, IM, Video
communication, etc.)
‣ Web browsers on mobile devices
‣ (Hearing aid happens at system level)
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Title II - Video
‣ Mostly about TV
‣ TV => Internet must maintain captions
‣ Emergency Information (i.e. 911)
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The Numbers
‣ 0.3% of the US is blind
‣ 0.3% of the US are functionally deaf
‣ 2.3% of the US are hard of hearing
‣ Many Android Users on Gingerbread
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How important is it?
Lots of wiggle room
Small audience
(Potentially) significant work
HIPPOs
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My Rule of Thumb
Would you use your app hands-free
while driving?
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AnalyticsWhat is measured improves
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Your drop-off by time?
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Your weak points?
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Write it down
If you don’t have analytics, get them!
If you have them, look at them!
If you look at them, change your behavior!
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Screen SizesThe “F” word again
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always rethink tablets
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Users = BloodhoundsThe scent of information
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What’s the 3-Click Rule?
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What’s the 3-Click Rule?
it’s a myth
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The 3 usability sins
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The 3 usability sins
1. dead-ends
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The 3 usability sins
1. dead-ends
2. backtracks
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The 3 usability sins
1. dead-ends
2. backtracks
3. thinking
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Navigation & MenusGiving them the scent of information
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Main Menu = Good
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Consistent Navigation
labels Android
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Fitt’s LawThe first rule of computer usability
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Fitt’s law
distance
button size
corners = infinitely large
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touch changes it
no abstraction (mouse)
same distance to everything
corners are HARDER to hit
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Tiff’s law
poke position
thumbs
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poke position
Distance and location don’t matter!
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thumbs
arch of thumbs = easy
all others = hard
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horizontal vs. vertical
82% of top
Apple apps
lock the
orientation
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horizontal vs. vertical
if lots of typing - responsive
if one-handed - vertical (or responsive)
otherwise just pick one and ship it
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The first 2 minutesDon’t loose people before you hook them
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people are lazy and you don’t want unhappy
users.
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Key TakeAwayIf you do one thing, do usability testing
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usability testing
test early
test often
find your biggest problem
do the least work possible
do it again
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18 mobile sites
1,000 #Fails
147 recommendations
m-commerce
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There will be a Quiz
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scannable home page
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Avoid Dropdowns
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Clear Buttons
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Careful w/AutoCorrect
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Big Data Entry Fields
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Show a damn calendar
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What did you learn?
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Does everyone have 3 ideas?
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Ask me questions
http://gravityswitch.com/[email protected]
@jasonNmark
Visual Design - up next!
eBooks (Thursday 8:30)
Tuesday, May 28, 13