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Mobile UX - We're still human!

Date post:29-Jun-2015
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Chris Scull, veteran of mobile projects in the automotive, cultural and B2B world, shares his 5 rules to help design better mobile experiences
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  • 1. Mobile UX: Were still human Chris Scull1

2. Between the ages of 13 -17... I worked weekends for my dads engineering companyMy main duties included carrying toolboxes, around buildings, for engineers 3. This was hard work The toolboxes were always ridiculously heavyAnd I always had to carry them to the top or bottom of a building 4. But I noticed something.. The engineer never used ALL the tools in the toolboxSo I made a deal... 5. The game changed, but the players were the same We would decide what tools were neededAnd if we discovered we needed more, Id make another trip... 6. Things got a lot better after that... Id say 70% of the time, the engineer knew what tools to takeSo most of the time I wasnt dragging a massive toolbox aboutWhich is obviously better 7. That story is trueALLEGORYALERT 8. Heres the presentation menu 9. The points Ill be making Allegorical toolbox story With mobile and tablet now accounting for 10 -20% of traffic to most websites its increasingly important that mobile user experience is as good as desktop.Which actually happened (ask my dad)Ill cover my rules to help you design better mobile user experience, with case studies from the fieldBe as fearless as Macbeth when creating mobile UXPoint 1: Mobile and desktop are different Youll want to be sitting down for this, its a real bombshellPoint 2: Design for the context, not the content Because context is more importantPoint 3: Be bloody, brave and resolute Point 4: Dont be afraid to be good at one or two things Embrace simplicity and ease of usePoint 5: Success isnt the thing existing It doesnt end thereIll conclude And spell out the meaning of the allegory earlier 10. POINT 1 Mobile and desktop are different 11. Spot the difference?oStood up and on the moveoSat down in a familiar locationoSurrounded by other people; lots of sensory distractionsoAlone in a quiet roomoConcentrating on something else (not missing his train)Concentrating hard; desktop interaction is likely to be sole focus.oPlenty of time to do what she wantsoFitting what hes doing into an idle momentoTyping with both handsoHolding the device with one handooLikely to be using a touchscreen deviceHas full access to everything in her office and on her computeroMobile is inherently socialoPush notifications remove the need to check multiple sitesoMuch smaller real estateo 12. TakeawayPatently, experiences should be different dependent on whether youre on a mobile or desktop. An IA might change. Functionality might change. Everything might change.Be flexible. 13. Point 2: Design for the context, not the content 14. Responsive doesnt solve your mobile problemIs this content/functionality useful? Is it valuable? Is it worth being on mobile? 15. Client X: Mobile UX design for user contextDesigning a mobile site for a public sector agency Mobile and tablet important as they now account for 20% of all traffic. First step was to understand the context and usage how does web and mobile-web fit?I believe that mobile shouldnt necessarily directly mimic desktop 16. Client X: Mobile UX design for user contextAnd the stats reflect that... Popular pages Desktop 1. Home 2. Consumer information page 3. Consumer information pageMobile 1. Contact us (70%) 2. Consumer landing page 3. AboutIf mobile users consider Contact Us the most important journey on a mobile site, then treat it as such 17. First understand how the business operatesBusiness insights People buy legal services based on reputation and personal relationships They buy into an individual, not just the firm that person works for Sales do not happen online, you do not add legal services to a shopping basket and go to the checkout Digital needed to support the offline business, not replace it 18. Lewis Silkin: Mobile UX design for user context Mapping out the customer journey helped us to understand where mobile web could make a differenceTelephoneEmailMobile-webFace-to-faceWere interested in legal services for marketing. Yes, sure Id love to meet Simon.Ill send you an email to confirm and a link to Simons profile.2 days later Diary reminder: your meeting with Lewis Silkin is in 30 minutes.Hi Simon.. I was just reading your journal post really interesting stuff.Who is this guy Im meeting whats he like? 19. Automotive Client: Mobile UX Some awful mistakes App for a car modelDont presume positive outcomes 20. TakeawayThe success of mobile UX is dependent on the human holding it and the situation they are in. Solve the problem; dont answer a question thats not being asked. 21. POINT 3 Be bloody, brave and resolute (Fearless like Macbeth) 22. Be bloody, brave and resolute!Dont cram everything in Make every piece of content fight for its life on mobile Wield the axe Less is moreNobody wants a mobile app or site to be like an overstuffed suitcase that you cant close (Let alone fit into an overhead bin) 23. This is why gov.uk wins awards... Client Y: What are we going to do with all our great content when we go to gov.uk?! Research/Analytics: NO ONE IS LOOKING AT YOUR GREAT CONTENTBe bloody, bold and resolute with content and functionality! 24. Embrace simplicity Fast, stylish & elegant! 25. Not overstuffed.. Busy, complex, difficult to navigate and use 26. TakeawayAll the best mobile experiences are fast, stylish and elegant.Your mission is to remove the friction which prevents that. 27. POINT 4 Be really awesome at one or two things 28. Being awesome at a few things The Guardian app is awesome at summarising The GuardianVine is great and creating and sharing looping videos 29. Being awesome at a few things Vanity Fair have a really elegant pared down experienceThe Sweet Setup focus on mobile use by streamlining their offering for mobile 30. Instagram sold for approx $1bnIt is awesome at one thing. 31. Instagram sold for approx $1bnWe knew that if we specialised in photos and did photos really well, thats in some way more powerful than this bundle of everything else- Kevin Systrom 32. TakeawayMake it simple. Be awesome at one or two things. Dont be a toolbox. 33. POINT 5 Success isnt the thing existing 34. Automotive Client: Mobile UXYeah but well be on the App Store! 35. Client X: Mobile UXEverything needs to be on mobile Analytics, 3 months later: No one is looking at it. 36. Client X: Mobile UXWeve launched our big campaign with a YouTube video! Analytics: It has 30 views after a month 37. TakeawayWhat is working? What isnt working? Test on real people. Learn and iterate. 38. Lets wrap this up 39. To conclude Pick the right tools for the jobDont give users the entire toolbox, when a few tools will suffice Users want a fast, stylish and elegant mobile experience. 40. By the end of 2013, there will be more mobile devices on Earth than people -------------------------------------Cisco 2013 41. Questions?Chris Scull UX Consultant Get in touch: Email: [email protected] Twitter @cjscull Blog: blog.readingroom.com Interests: Digital strategy, user experience, information architecture, usability, accessibility, mobile, social media Outside work: West Ham, live musicReading Room 65-66 Frith Street Soho London W1D 3JR www.readingroom.com

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