left to their own devices: the real mobile experience

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Left To Their Own Devices The real mobile experience Credit: Luca Napoli February 2014

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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.

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Page 1: Left To Their Own Devices: The Real Mobile Experience

Left To Their Own Devices The real mobile experience

Credit: Luca Napoli February 2014

Page 2: Left To Their Own Devices: The Real Mobile Experience

Pamela Pavliscak (not meant to be spoken) @paminthelab

Change Sciences

Page 3: Left To Their Own Devices: The Real Mobile Experience

I love

experiments

Page 4: Left To Their Own Devices: The Real Mobile Experience

This speaks to me This speaks to me

alastairheseltine.com/

Page 5: Left To Their Own Devices: The Real Mobile Experience

data

despair

reality

WTF

experiments

hope

Outline of today’s talk

Page 6: Left To Their Own Devices: The Real Mobile Experience

7 billion mobile phones 55% of those are smartphones

Source: Ericsson

Page 7: Left To Their Own Devices: The Real Mobile Experience

1 baby born 5 mobile phones activated

Source: ITU & US Census

Page 8: Left To Their Own Devices: The Real Mobile Experience

Babies love phones actually

flickr.com/photos/iangrieveson/

Source: NY Times, Martin Lindstrom

Page 9: Left To Their Own Devices: The Real Mobile Experience

And then there’s this…

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Let’s Talk About

RELATIONSHIPS (with our phones)

Page 11: Left To Their Own Devices: The Real Mobile Experience

It is a bit OBSESSIVE

Page 12: Left To Their Own Devices: The Real Mobile Experience

Typical mobiles users check their phones 150 times a day

Source: Mary Meeker

Page 13: Left To Their Own Devices: The Real Mobile Experience

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

Page 15: Left To Their Own Devices: The Real Mobile Experience

Context is complex on the go bored distracted

local relaxed

rushed

urgent

happy social lonely

repetitive

reclining lost

questioning deciding

Page 16: Left To Their Own Devices: The Real Mobile Experience

21% of US mobile phone owners mostly go online using their phones, globally it’s higher.

Source: Pew Internet flickr.com/photos/yellowmo/

Page 17: Left To Their Own Devices: The Real Mobile Experience

50% of smartphone owners under 30 use the Internet mostly on their phone

By Preference

Source: Pew Internet

Page 18: Left To Their Own Devices: The Real Mobile Experience

55% of Americans who make less than $30K/yr have no other access at home

Out of Necessity

Source: Pew Internet

Page 19: Left To Their Own Devices: The Real Mobile Experience

34% just use the device that is closest at hand

For Convenience

Source: Google Insights

Page 20: Left To Their Own Devices: The Real Mobile Experience

If it is not on mobile, does it really exist?

flickr.com/photos/lestaylorphoto

Page 21: Left To Their Own Devices: The Real Mobile Experience

It is intensely PERSONAL

Page 22: Left To Their Own Devices: The Real Mobile Experience

29% say that their phone is the first and last thing they look at every day.

Source: Qualcomm flickr.com/photos/hirngespinste/

Page 23: Left To Their Own Devices: The Real Mobile Experience

44% sleep with their phones (no not like that, except for ahem 9%)

Source: Pew Internet & Harris Interactive

Page 24: Left To Their Own Devices: The Real Mobile Experience

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

Page 28: Left To Their Own Devices: The Real Mobile Experience

Well, if you pay me

Study Participants

Friends

Acquaintances

Strangers

Source: Change Sciences

Page 29: Left To Their Own Devices: The Real Mobile Experience

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/

Page 35: Left To Their Own Devices: The Real Mobile Experience

It acts as a

CO-PARENT

instagram.com/paminthelab

Page 36: Left To Their Own Devices: The Real Mobile Experience

Only 20% of parents don’t use tablets or phones to keep kids occupied

(and they are kind of annoying)

Source: Harris Interactive

Page 37: Left To Their Own Devices: The Real Mobile Experience

nickrodrigues.com

It shields us from reality, for better or worse

Page 38: Left To Their Own Devices: The Real Mobile Experience

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

Page 66: Left To Their Own Devices: The Real Mobile Experience

Use any of these, or A/B test options (just don’t go without)

Page 67: Left To Their Own Devices: The Real Mobile Experience

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.

Page 74: Left To Their Own Devices: The Real Mobile Experience

We suffer from bottom nav AVERSION

Page 75: Left To Their Own Devices: The Real Mobile Experience

“ 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

Page 76: Left To Their Own Devices: The Real Mobile Experience

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)

Page 79: Left To Their Own Devices: The Real Mobile Experience

We leave our SOUND on

Page 80: Left To Their Own Devices: The Real Mobile Experience

78% of people leave their ringer on and sound turned up

Source: Change Sciences

Page 81: Left To Their Own Devices: The Real Mobile Experience

Look to the

Kids

Page 82: Left To Their Own Devices: The Real Mobile Experience

TAKEAWAY Sound cues are a missed

opportunity.

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We don’t MULTI-TASK very well

Page 84: Left To Their Own Devices: The Real Mobile Experience

53% of mobile phone users have had a distracted walking encounter.

Source: Pew Internet flickr.com/photos/captain_die

Page 85: Left To Their Own Devices: The Real Mobile Experience

“ 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.

Page 89: Left To Their Own Devices: The Real Mobile Experience

The LACK OF BACK

Page 90: Left To Their Own Devices: The Real Mobile Experience

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

Page 91: Left To Their Own Devices: The Real Mobile Experience

“ Well, that didn’t do what I thought it would. I hoped it would just clear out.

-F, Boomer, Pragmatist

Page 92: Left To Their Own Devices: The Real Mobile Experience

54% try swiping to go back, 45% use a back arrow at the bottom

(remember bottom nav aversion)

Source: Change Sciences

Page 93: Left To Their Own Devices: The Real Mobile Experience

TAKEAWAY The need for back is not going to go away, at least have a home option.

Page 94: Left To Their Own Devices: The Real Mobile Experience

We have MULTI-SCREEN backwards

Page 95: Left To Their Own Devices: The Real Mobile Experience

Big Screen, Little Screen EXPERIMENT

THREE

Page 96: Left To Their Own Devices: The Real Mobile Experience

Hypothesis The small screen is primary

Page 97: Left To Their Own Devices: The Real Mobile Experience

TAKEAWAY Attention is focused on the device in

your hands about 60% of the time.

Source: Change Sciences

Page 98: Left To Their Own Devices: The Real Mobile Experience

Maybe real life is the second screen?

Page 99: Left To Their Own Devices: The Real Mobile Experience

We expect a little MAGIC

Page 100: Left To Their Own Devices: The Real Mobile Experience

Historical Flashback

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A few

Surprises

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Show it

Live

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Show

Awareness

Page 104: Left To Their Own Devices: The Real Mobile Experience

Without being

Creepy

Page 105: Left To Their Own Devices: The Real Mobile Experience

TAKEAWAY That one unexpected surprise is

what often converts.

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We expect it to be BETTER THAN DESKTOP

Page 107: Left To Their Own Devices: The Real Mobile Experience

“ Mobile is better – less hype, less ads, less junk to get in the way.

-M, Millennial, Influencer

Source: Change Sciences

Page 108: Left To Their Own Devices: The Real Mobile Experience

57% won’t recommend a poorly designed mobile site or app

Source: Gartner

Page 109: Left To Their Own Devices: The Real Mobile Experience

It bends time and space Your mission: Try some experiments

vimeo.com/liubo

Page 110: Left To Their Own Devices: The Real Mobile Experience

It bends time and space

Always, always test

Instagram.com/paminthelab

Page 111: Left To Their Own Devices: The Real Mobile Experience

First Screen Project NASCENT

EXPERIMENT

Page 112: Left To Their Own Devices: The Real Mobile Experience

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