ux in dm d4=r1

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.


What is important to any product to be used by people


UsefulUsers can accomplish their

goals




goals

UsableEasy to use




goals

UsableEasy to use

DesirableEvokes positive emotions



vsDesktop Mobile


•Mouse as an accurate pointing device

vsDesktop Mobile



•Full keyboard

vsDesktop Mobile



•Full keyboard

•Large screen

vsDesktop Mobile



•Full keyboard

•Large screen

•Broadband

vsDesktop Mobile



•Full keyboard

•Large screen

•Broadband

vs

•Comfortable chair

Desktop Mobile



•Full keyboard

•Large screen

•Broadband

•Fingers to point

vs


Desktop Mobile



•Full keyboard

•Large screen

•Broadband

•Fingers to point

•Limited keyboard

vs


Desktop Mobile



•Full keyboard

•Large screen

•Broadband

•Fingers to point

•Limited keyboard

•Small screen

vs


Desktop Mobile



•Full keyboard

•Large screen

•Broadband

•Fingers to point

•Limited keyboard

•Small screen

•Poor connections

vs


Desktop Mobile



•Full keyboard

•Large screen

•Broadband

•Fingers to point

•Limited keyboard

•Small screen

•Poor connections

vs

•Comfortable chair •Interruptions and distractions

Desktop Mobile


Context


Context describes the environment in which people might use the app and its features.

Context


The user can be anywhere


Use while moving


Instantaneous need for information


Devices


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


Prospective users involvement is key


Segmentation

Who do you want to attract?


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?





•Where are they when use the site?

•Which devices do they use?


Capture the findings - Personas


(Source: Jakob Nielsen’s Alertbox, September 26 2011)

Usability


Desktop success rate

84%Based on:

263 user studies


Usability


Mobile success rate

64%Based on:

User testing with 105 user;390 different tasks

Desktop success rate

84%Based on:

263 user studies


Usability


Constraints of mobile web site use



• Small screen



• Awkward input• Small screen



• Awkward input• Small screen

• Delayed downloads


Allegro.pl desktop site


Allegro.pl mobile site



Most likely selections at the top




Images kept to a minimum




Reduced content





Reduced content


A simple one column structure




Reduced content


A simple one column structure

Option to use full site at the bottom


Design for emotion - Urbanspoon



• Playful & engaging



• Playful & engaging

• Takes advantage of the iPhone’s accelerometer


Design for emotion - Hipmunk


Design for emotion - Hipmunk

• Keeps the user while engaged while waiting for search results


Take-aways:


Take-aways:

Check your web analytics data to see whether you need a mobile site or not


Take-aways:


Analyse the context of use of your target audience


Take-aways:



Less is more when it comes to mobile design


Take-aways:



Less is more when it comes to mobile design

Make it fun to use


Thank you.


ux in dm d4=r1

Technology

minimum reduced

jakob nielsens

urbanspoon

web analytics

mobile specific

pl mobile

mobile web

mobile site