mex 2011 - efficient ux techniques for an age of network austerity
DESCRIPTION
Tom's talk on designing efficient mobile user experiences for low bandwidth / poor connectivity situations, as encountered in the transport sector.TRANSCRIPT
Tom Godber May 2011
- Efficient UX Techniques for an Age of Network Austerity
mass market mobile transport ticketing solutions
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What Do I Do?
Pick a Good Problem
Plan for Real World Networks
App File Sizes
Metaphors and Complexity
Agenda
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Mobile is a tool
A small part of a wider world
No mobile ‘manifest destiny’
No mobile ‘manifest destiny’
Pick the right problem
Address real user needs
Perform better than the alternatives
(on and off the user’s handset)
"Capturing the first 40%" Transport will be a key driver of early
mCommerce adoption
1.3bn tickets/yr
70% of tickets bought at station
Purchase tickets with phone
Eliminate paper – go straight onto train
Pick a Good Problem
Plan for Real World Networks
App File Sizes
Metaphors and Complexity
> 100 connections
Front page:
412Kb
Purchase requires 8 pages, Full web site:
...and then a phone call!
Front page:
3Kb
Purchase requires 10+ pages Mobile web site:
< 1Kb Purchase with 2 net connections App:
Why does that matter?
Off the Beaten Path
Usage Scenarios
Busy Stations
Usage Scenarios
Moving Vehicles
Usage Scenarios
Dwell Time
Usage Scenarios
Pick a Good Problem
Plan for Real World Networks
App File Sizes
Metaphors and Complexity
In the Queue App Stores Capture Points
0%
10%
20%
30%
40%
50%
60%
70%
80%
> 5 mins at peak
> 3 mins off-peak
> 3 mins at weekends
Convert customers at pain point
<5 mins to capture sale App download size matters
Pick a Good Problem
Plan for Real World Networks
App File Sizes
Metaphors and Complexity
UK Rail Industry Structure
John Major’s Legacy...
Complexity Problem
UK has more fares combinations than people
...all pretty inaccessible to the layman
Presenting a timetable is ‘easy’
Standard phone UI components can be used intuitively
- minimal graphics size overhead
Matching trains and fares is harder...
Leverage iOS ‘spinner’ concept
...but this is where the money is
That’s great
for iPhone
(>90% of population)
What about everyone else?
JavaME (BlackBerry, Nokia etc) Like pulling a paper timetable behind a window
Android has a less uniform, recognizable style
Multi-step workflow in one app
Spinner-style selections Eg. for:
‘Building the ticket’
Ticket-like visual elements ‘accumulate’ during workflow
Footer rounded off after purchase > real ticket
Train / Fare selection more like JavaME
Texture encourages interaction
Tom Godber [email protected]
Photo credit: Timo Arnall, Einar Sneve Martinussen and Jørn Knutsen -
http://yourban.no/2011/02/22/immaterials-light-painting-wifi/)