ux in dm d4=r1
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UX in digital media
Mobile and traditional web - Sebastian Daum -
Fortune Cookie
Saturday, July 14, 2012
By 2014, mobile internet should take over desktop internet usage.
Why mobile UX is important
(Source: Microsoft Tag, April 2011)Saturday, July 14, 2012
Not everyone needs a mobile website.
Saturday, July 14, 2012
What is important to any product to be used by people
Saturday, July 14, 2012
UsefulUsers can accomplish their
goals
What is important to any product to be used by people
Saturday, July 14, 2012
UsefulUsers can accomplish their
goals
UsableEasy to use
What is important to any product to be used by people
Saturday, July 14, 2012
UsefulUsers can accomplish their
goals
UsableEasy to use
DesirableEvokes positive emotions
What is important to any product to be used by people
Saturday, July 14, 2012
vsDesktop Mobile
Saturday, July 14, 2012
•Mouse as an accurate pointing device
vsDesktop Mobile
Saturday, July 14, 2012
•Mouse as an accurate pointing device
•Full keyboard
vsDesktop Mobile
Saturday, July 14, 2012
•Mouse as an accurate pointing device
•Full keyboard
•Large screen
vsDesktop Mobile
Saturday, July 14, 2012
•Mouse as an accurate pointing device
•Full keyboard
•Large screen
•Broadband
vsDesktop Mobile
Saturday, July 14, 2012
•Mouse as an accurate pointing device
•Full keyboard
•Large screen
•Broadband
vs
•Comfortable chair
Desktop Mobile
Saturday, July 14, 2012
•Mouse as an accurate pointing device
•Full keyboard
•Large screen
•Broadband
•Fingers to point
vs
•Comfortable chair
Desktop Mobile
Saturday, July 14, 2012
•Mouse as an accurate pointing device
•Full keyboard
•Large screen
•Broadband
•Fingers to point
•Limited keyboard
vs
•Comfortable chair
Desktop Mobile
Saturday, July 14, 2012
•Mouse as an accurate pointing device
•Full keyboard
•Large screen
•Broadband
•Fingers to point
•Limited keyboard
•Small screen
vs
•Comfortable chair
Desktop Mobile
Saturday, July 14, 2012
•Mouse as an accurate pointing device
•Full keyboard
•Large screen
•Broadband
•Fingers to point
•Limited keyboard
•Small screen
•Poor connections
vs
•Comfortable chair
Desktop Mobile
Saturday, July 14, 2012
•Mouse as an accurate pointing device
•Full keyboard
•Large screen
•Broadband
•Fingers to point
•Limited keyboard
•Small screen
•Poor connections
vs
•Comfortable chair •Interruptions and distractions
Desktop Mobile
Saturday, July 14, 2012
Context
Saturday, July 14, 2012
Context describes the environment in which people might use the app and its features.
Context
Saturday, July 14, 2012
The user can be anywhere
Saturday, July 14, 2012
Use while moving
Saturday, July 14, 2012
Instantaneous need for information
Saturday, July 14, 2012
Devices
Saturday, July 14, 2012
What do polish people use their smartphones for?
58,7% During family dinner
44,4% Toilet
28% While driving a car without a headset
27,8% During official dinners
Saturday, July 14, 2012
Prospective users involvement is key
Saturday, July 14, 2012
Segmentation
Who do you want to attract?
Saturday, July 14, 2012
Mobile specific questions
Saturday, July 14, 2012
Mobile specific questions
•Why does the user use the site on a mobile device?
Saturday, July 14, 2012
Mobile specific questions
•Why does the user use the site on a mobile device?
•What features do they use?
Saturday, July 14, 2012
Mobile specific questions
•Why does the user use the site on a mobile device?
•What features do they use?
•Where are they when use the site?
Saturday, July 14, 2012
Mobile specific questions
•Why does the user use the site on a mobile device?
•What features do they use?
•Where are they when use the site?
•Which devices do they use?
Saturday, July 14, 2012
Capture the findings - Personas
Saturday, July 14, 2012
(Source: Jakob Nielsen’s Alertbox, September 26 2011)
Usability
Saturday, July 14, 2012
Desktop success rate
84%Based on:
263 user studies
(Source: Jakob Nielsen’s Alertbox, September 26 2011)
Usability
Saturday, July 14, 2012
Mobile success rate
64%Based on:
User testing with 105 user;390 different tasks
Desktop success rate
84%Based on:
263 user studies
(Source: Jakob Nielsen’s Alertbox, September 26 2011)
Usability
Saturday, July 14, 2012
Constraints of mobile web site use
Saturday, July 14, 2012
Constraints of mobile web site use
• Small screen
Saturday, July 14, 2012
Constraints of mobile web site use
• Awkward input• Small screen
Saturday, July 14, 2012
Constraints of mobile web site use
• Awkward input• Small screen
• Delayed downloads
Saturday, July 14, 2012
Allegro.pl desktop site
Saturday, July 14, 2012
Allegro.pl mobile site
Saturday, July 14, 2012
Allegro.pl mobile site
Most likely selections at the top
Saturday, July 14, 2012
Allegro.pl mobile site
Most likely selections at the top
Images kept to a minimum
Saturday, July 14, 2012
Allegro.pl mobile site
Most likely selections at the top
Reduced content
Images kept to a minimum
Saturday, July 14, 2012
Allegro.pl mobile site
Most likely selections at the top
Reduced content
Images kept to a minimum
A simple one column structure
Saturday, July 14, 2012
Allegro.pl mobile site
Most likely selections at the top
Reduced content
Images kept to a minimum
A simple one column structure
Option to use full site at the bottom
Saturday, July 14, 2012
Design for emotion - Urbanspoon
Saturday, July 14, 2012
Design for emotion - Urbanspoon
• Playful & engaging
Saturday, July 14, 2012
Design for emotion - Urbanspoon
• Playful & engaging
• Takes advantage of the iPhone’s accelerometer
Saturday, July 14, 2012
Design for emotion - Hipmunk
Saturday, July 14, 2012
Design for emotion - Hipmunk
• Keeps the user while engaged while waiting for search results
Saturday, July 14, 2012
Take-aways:
Saturday, July 14, 2012
Take-aways:
Check your web analytics data to see whether you need a mobile site or not
Saturday, July 14, 2012
Take-aways:
Check your web analytics data to see whether you need a mobile site or not
Analyse the context of use of your target audience
Saturday, July 14, 2012
Take-aways:
Check your web analytics data to see whether you need a mobile site or not
Analyse the context of use of your target audience
Less is more when it comes to mobile design
Saturday, July 14, 2012
Take-aways:
Check your web analytics data to see whether you need a mobile site or not
Analyse the context of use of your target audience
Less is more when it comes to mobile design
Make it fun to use
Saturday, July 14, 2012
Thank you.
Saturday, July 14, 2012
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