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Mobile StrategyDefining a mobile strategy that works!
About OpenRoad•   OpenRoad builds websites, intranets, mobile experiences and web    applications.•   We offer strategy, u...
Intro to Selma• 12   years experience in user experience design• leads   UX team at OpenRoad• strategy, ui   design, user ...
Topics Covered Today:•   Why Mobile•   Part 1: Defining Mobile Strategy    •   Defining your Requirements    •   Understandi...
Topics Covered Today:•   Part 2: User Experience Design for Mobile    •   User’s expectations of digital experiences    • ...
Why Mobile?
What is mobile?
How are people using mobile?insights from webcredible mobile research study (UK, 2012)
Wasted time, out & about“If something pops into mymind, I will look it up.”                             “I don’t want to s...
Downtime at home“When I’m at home on thesofa I never get up to use mylaptop, I use my phone.”                             ...
Tackle a problem on the go
Useful tasks, shorter process
Part of a routine“If I haven’t really used an appwithin a month, I delete it.”                                   “I just c...
Part of a routine
http://www.flickr.com/photos/dougcaldwell/4213877479
What problem is a mobile solution going to solve?
Going ‘mobile’ is not always to         solution!
“Some companies will never get substantial mobileuse and should stick to making their desktop sitesless insufferable on sm...
Part 1: Defining Your Mobile         Strategy
Value Proposition?    Optimized                                            Save Time?   functionality?Avoiding Calling in?...
Your mobile strategy• Design    for ‘fat thumbed’ people• Start   with your digital strategy• Deliver   a consistent brand...
Defining Your Requirements        Business & User
Customer                                                   Business       Requirements                                    ...
Defining Business Requirements• Review   & align with company strategic plans• Interview   key stakeholders• Brainstorming ...
FUTUREPRESENT
FUTURE            ServiceEducation                                        Financial &                                     ...
FUTURE                                    Service                                                          Small Business ...
FUTURE                                    Service                                                          Small Business ...
Understanding Your Users
It would be amazing                               if I could...       I need to...Uncover what people actually do         ...
UCD Analysis Tools• Observational    research• One-on-one     interviews• Surveys Plus:• Analytics   review and analysis
Customer                                                   Business       Requirements                                    ...
Understanding Context Of Use       Defining your Mobile Strategy
What is Context of Use?
What is Context of Use?Right thing
What is Context of Use?Right thingat the right time,
What is Context of Use?Right thingat the right time,at the right place,
What is Context of Use?Right thingat the right time,at the right place,for the right person.
http://www.giantant.com/antenna/2007/06/design-sketch-the-context-of-m.html
Uncovering context of use• How   are your consumers going to access the solution?• Where   are they going to be?• What   a...
Example: Jamie Oliver Recipe            app
How Jaimie understood his     users & context of use• Cooks that like step-by-step instructions are his biggest audience• ...
Break
Key Performance Indicators
What are KPIs?•   “(KPIs) are simply a tool for assessing the impact of a particular    project or activity.•   While thes...
What are KPIs?“ Use rates, ratios, percentages and averages instead of rawnumbersLeverage tachometers and thermometers and...
Example KPIs•   Average time to respond to e-mail inquiries•   Sales per visitor•   Average order size•   Percentage of co...
Why KPIs?
What gets measured     gets done         Image: http://principle-driven.blogspot.com/2007/04/beyond-minimum.html
Benefits of KPIs    They allow:•   Targets to be set•   Success to be assessed•   ROI to be estimated•   Ongoing viability ...
Take aim at SMART objectives•   Specific – Objectives should specify what they want to achieve.•   Measurable – You should ...
Part 2: Mobile UI Design
User Expectations Of Digital       Experiences
Expectations for digitalinteractions are set primarily by      desktop interactions
Search
Online Account Use
Navigation
Security
Defining Your Mobile TasksDifference between Desktop & Mobile solutions
Design for Simplicity“Whenever the number of functions and requiredoperations exceed the number of controls, thedesign bec...
Carrier          12:00 PM                    Page Titlehttp://www.domain.com            Google
Carrier          12:00 PM                    Page Titlehttp://www.domain.com            Google
Answer the questions:What does ‘mobile’ mean for this product?What are the priorities of features?
Define Core User Scenarios
Desktop -> Mobile Tasks1. Create a page2. Post a comment3. Favourite a page4. View a profile5. Subscribe to a feed6. Post a...
ThoughtFarmer Core User Scenarios•   Search the people directory, find someones cell phone, call it•   Read an email about ...
Important tasks should take up the most space                      less visiblemore                     By Many           ...
Reduce Functionality
Mobile Design Challenges
Environment*    Time*Culture*       Device*
Universal Design Challenges• Mobile   Device Considerations• Device   Usability• Discoverability   of application• Annoyan...
Mobile Device Considerations                   UI Design    iOS            Standards                   Supported Windows 7...
Software
Mobile Hardware
Mobile Device Usability:        beyond your control• Keyboard Type• Volume   control• Navigation • hardware    keys vs tou...
Mobile Interaction Usability1.Gestures2.Postures3.Tap Errors
Swipe
Awkward postures
Tap Errors
Discoverability of the    Application
Annoyances imposed on others
Part of a larger system            that has higher priority            functions
Native Versus Mobile App
Mobile adoption          http://www.businessinsider.com/the-one-chart-you-need-to-see-to-understand-mobile-2011-11
“Mobile apps currently havebetter usability than mobile sites,but forthcoming changes willeventually make a mobile site th...
“Why would I download      an app that I am hardly          going to use?”insights from webcredible mobile research study ...
Native App vs Mobile Web App                                Web• More responsive                  • Build once, run anywhe...
Mobile UI Design Principles
1. Design for Simplicity• Relate   visual precedence to task importance• Reduce    functionality• Keep   navigation narrow...
2. Design with Small Screen in              Mind• Minimize     user input• Minimize     vertical scrolling and avoid horiz...
3. Provide Useful Feedback• Identify   critical feedback• Employ     alternative feedback modalities intelligently• Ensure...
4. Maintain Existing Design                 Standards• Use   Existing Standards• Use   Real World Metaphors
5. Respect both the physical and         mental effort• Use   wizards to simplify complex interactions• Design   for effici...
http://vimeo.com/6245088
Activity: Sketching A Mobile           Solution
Working in a group...
Randomly select a website from     the stack of cards...
You will have 20 minutes to...
• Identify   key tasks to be supported on mobile• Identify        what tasks are not going to be supported• Identify   hig...
Be ready to present your work!
Part 3:Evaluating Your Mobile Design
Usability Testing•A technique used to evaluate a product by testingit on users
Many types of evaluations and         methods                 Cognitive     Comparative Task Testing                Walkth...
Heuristic Evaluation• Systematicevaluation of an interface against a standard set of usability rules• Completed    by 1 or...
Heuristic Comment ExampleIndicates where on thescreenshot the heuristic was            Heuristic Broken:     Speak the Use...
Usability Testing with End-Users
Logistics• upto   1.5 hr sessions•7 - 9 participants recruited to match target demographics• scenario    based• usability ...
Only 7 - 9 participants?                    Jakob Nielsen 2000
Test Early. Test Often.
UCD Phases                 AnalysisDeployment                     Design              Implementation
Evaluate at each Phase                                         Concept evaluation                       Analysis       Dep...
Tour of Wavefront Usability         Facilities    (following summary)
Mobile Strategy Recap
Defining your mobile strategy• Design    for ‘fat thumbed’ people• Start   with your digital strategy• Deliver   a consiste...
Answer this questionWhat problem is mobile going tosolve?
Strategy: Key Take Aways• Understand   what your users will do, not want they want• Align    with business goals to uncove...
Strategy: Key Take Aways• Understand   what your users will do, not want they want• Align    with business goals to uncove...
Design: Key Take Aways• Usersdigital expectations are set by web experiences• Mobileapps may have better usability now, bu...
Usability: Key Take Aways• Test   early. Test often• Integrate   into part of development process• Cheaper     to change a...
Selma ZafarSenior UX Designerselma@openroad.ca@selmaz
Tour of Wavefront Usability         Facilities     Across the street
Mobile Strategy Seminar
Mobile Strategy Seminar
Mobile Strategy Seminar
Mobile Strategy Seminar
Mobile Strategy Seminar
Mobile Strategy Seminar
Mobile Strategy Seminar
Mobile Strategy Seminar
Mobile Strategy Seminar
Mobile Strategy Seminar
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Mobile Strategy Seminar

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An all-day Mobile Strategy Seminar presented to the Wavefront AC community on August 14, 2012.
The presentation goal was to provide an overview of the process to define mobile solutions for companies who have yet to enter into the space. Concepts introduced included:

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  • Think of this more as small screen design.\n\n
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  • If something pops into my mind, I will look it up\nI don’t want to sit and stare at people, so i look at my phone\n
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  • When deciding if to offer a mobile offering, ask yourself this question:\n\nStart with asking yourself a very important question:\nThis could be a business problem or a user problem\n
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  • where are your consumers? Tie back to UCD and the Strategy Phase...\n
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  • designing for simplicity does not mean taking a ray gun approach\n
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  • Task centred design\n
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  • For factors that influence mobile design\n
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  • key take aways:\n- still lots of non-smart phone \n- android has large market gain\n
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  • Transcript of "Mobile Strategy Seminar"

    1. 1. Mobile StrategyDefining a mobile strategy that works!
    2. 2. About OpenRoad• OpenRoad builds websites, intranets, mobile experiences and web applications.• We offer strategy, user experience design, custom development, and analytics & measurement services.
    3. 3. Intro to Selma• 12 years experience in user experience design• leads UX team at OpenRoad• strategy, ui design, user research and evaluation• mobile experience: 4 years at Nokia• taughtfor 3 years at Langara College (Human Factors & Information Design)
    4. 4. Topics Covered Today:• Why Mobile• Part 1: Defining Mobile Strategy • Defining your Requirements • Understanding Context of Use • Native versus Mobile apps • Measuring Success
    5. 5. Topics Covered Today:• Part 2: User Experience Design for Mobile • User’s expectations of digital experiences • UI Principles for mobile • Universal Design Challenges • Mobile Device Considerations• Part 3: Evaluating your mobile design
    6. 6. Why Mobile?
    7. 7. What is mobile?
    8. 8. How are people using mobile?insights from webcredible mobile research study (UK, 2012)
    9. 9. Wasted time, out & about“If something pops into mymind, I will look it up.” “I don’t want to sit and stare at people, so i look at my phone.”
    10. 10. Downtime at home“When I’m at home on thesofa I never get up to use mylaptop, I use my phone.” “I browse offers on my phone & then print them off from my laptop”
    11. 11. Tackle a problem on the go
    12. 12. Useful tasks, shorter process
    13. 13. Part of a routine“If I haven’t really used an appwithin a month, I delete it.” “I just counted, I have 183 apps...I only use 10 of them!”
    14. 14. Part of a routine
    15. 15. http://www.flickr.com/photos/dougcaldwell/4213877479
    16. 16. What problem is a mobile solution going to solve?
    17. 17. Going ‘mobile’ is not always to solution!
    18. 18. “Some companies will never get substantial mobileuse and should stick to making their desktop sitesless insufferable on small screens.”- Jakob Nielsen, 2012
    19. 19. Part 1: Defining Your Mobile Strategy
    20. 20. Value Proposition? Optimized Save Time? functionality?Avoiding Calling in? Customer Value Save Money?Information when Less Hassle? they need it? Provide a unique experience?
    21. 21. Your mobile strategy• Design for ‘fat thumbed’ people• Start with your digital strategy• Deliver a consistent brand experience
    22. 22. Defining Your Requirements Business & User
    23. 23. Customer Business Requirements Requirements Business Seducible Compromise Moments Exploited Maximum ValueWon’t Do Will Do Won’t Do http://www.openroad.ca/2011/07/21/visualizing-requirements-vs-scope/
    24. 24. Defining Business Requirements• Review & align with company strategic plans• Interview key stakeholders• Brainstorming workshops• Competitive landscape review
    25. 25. FUTUREPRESENT
    26. 26. FUTURE ServiceEducation Financial & Technology Knowledge, Innovation,PRESENT People & Sharing
    27. 27. FUTURE Service Small Business Account ManagementEducation Fund Review Social Marketing Business TechCommunity Engagement Intelligence Enabling Serious Injury Prevention the Work High-risk strategy Innovation Financial & Knowledge Technology Transition Health, Safety Wellness & Security Sharing Employee Engagement Employee Leadership in the Community Knowledge, Innovation,PRESENT People & Sharing
    28. 28. FUTURE Service Small Business Account ManagementEducation Fund Review Social Marketing Business TechCommunity Engagement Intelligence Enabling Serious Injury Prevention the Work High-risk strategy Innovation Financial & Knowledge Technology Transition Health, Safety Wellness & Security Sharing Employee Engagement Employee Leadership in the Community Knowledge, Innovation,PRESENT People & Sharing
    29. 29. Understanding Your Users
    30. 30. It would be amazing if I could... I need to...Uncover what people actually do vs what they say they will do I want to... This one feature would be killer...
    31. 31. UCD Analysis Tools• Observational research• One-on-one interviews• Surveys Plus:• Analytics review and analysis
    32. 32. Customer Business Requirements Requirements Business Seducible Compromise Moments Exploited Maximum ValueWon’t Do Will Do Won’t Do http://www.openroad.ca/2011/07/21/visualizing-requirements-vs-scope/
    33. 33. Understanding Context Of Use Defining your Mobile Strategy
    34. 34. What is Context of Use?
    35. 35. What is Context of Use?Right thing
    36. 36. What is Context of Use?Right thingat the right time,
    37. 37. What is Context of Use?Right thingat the right time,at the right place,
    38. 38. What is Context of Use?Right thingat the right time,at the right place,for the right person.
    39. 39. http://www.giantant.com/antenna/2007/06/design-sketch-the-context-of-m.html
    40. 40. Uncovering context of use• How are your consumers going to access the solution?• Where are they going to be?• What are they going to do?• Why are they going to try and do those things?• What are they using?
    41. 41. Example: Jamie Oliver Recipe app
    42. 42. How Jaimie understood his users & context of use• Cooks that like step-by-step instructions are his biggest audience• When people are cooking, their hands are messy & they won’t want to touch the screen to go to the next step
    43. 43. Break
    44. 44. Key Performance Indicators
    45. 45. What are KPIs?• “(KPIs) are simply a tool for assessing the impact of a particular project or activity.• While these are often numeric in nature (‘improve sales by 20%’) they can also be qualitative (‘improve staff satisfaction levels’).• In either case, metrics provide clear and tangible goals for a project, and criteria for project success.” -- James Robertson “Metrics for knowledge management and content management”
    46. 46. What are KPIs?“ Use rates, ratios, percentages and averages instead of rawnumbersLeverage tachometers and thermometers and stoplights insteadof pie charts and graphsProvide temporal context and highlight change instead ofpresenting tables of dataDrive business-critical action” -- Eric T Peterson “The Big Book of Key Performance Indicators”
    47. 47. Example KPIs• Average time to respond to e-mail inquiries• Sales per visitor• Average order size• Percentage of content greater than 90 days old• Percent new visitors• Percentage of content rated 3 stars or higher• Average number of edits prior to publish• Average time spent on site• Average cost per acquisition
    48. 48. Why KPIs?
    49. 49. What gets measured gets done Image: http://principle-driven.blogspot.com/2007/04/beyond-minimum.html
    50. 50. Benefits of KPIs They allow:• Targets to be set• Success to be assessed• ROI to be estimated• Ongoing viability to be tracked• Focus on our goals and priorities• A way to hold ourselves accountable• A foundation for a continuous improvement process
    51. 51. Take aim at SMART objectives• Specific – Objectives should specify what they want to achieve.• Measurable – You should be able to measure whether you are meeting the objectives or not.• Achievable - Are the objectives you set, achievable and attainable?• Realistic – Can you realistically achieve the objectives with the resources you have?• Time – When do you want to achieve the set objectives?
    52. 52. Part 2: Mobile UI Design
    53. 53. User Expectations Of Digital Experiences
    54. 54. Expectations for digitalinteractions are set primarily by desktop interactions
    55. 55. Search
    56. 56. Online Account Use
    57. 57. Navigation
    58. 58. Security
    59. 59. Defining Your Mobile TasksDifference between Desktop & Mobile solutions
    60. 60. Design for Simplicity“Whenever the number of functions and requiredoperations exceed the number of controls, thedesign becomes arbitrary, unnatural andcomplicated”- Donald Norman, 1993
    61. 61. Carrier 12:00 PM Page Titlehttp://www.domain.com Google
    62. 62. Carrier 12:00 PM Page Titlehttp://www.domain.com Google
    63. 63. Answer the questions:What does ‘mobile’ mean for this product?What are the priorities of features?
    64. 64. Define Core User Scenarios
    65. 65. Desktop -> Mobile Tasks1. Create a page2. Post a comment3. Favourite a page4. View a profile5. Subscribe to a feed6. Post a photo7. Attach a document What will users do8. Email a group on their mobile?9. Create a project collaboration area10.Like a page11.Delete a page12.Update status13.Fill in a form14.Participate in a poll15.Create a calendar event16.Create a blog post17.…….
    66. 66. ThoughtFarmer Core User Scenarios• Search the people directory, find someones cell phone, call it• Read an email about a page, click the link, read the content on mobile & comment on the page• Search to find a page, view the page• Update status• View the activity feed
    67. 67. Important tasks should take up the most space less visiblemore By Many By Fewclicks Frequent by Frequent by few, Frequent many Suggested, few clicks Visible, few clicks Occasional by Occasional by Occasional many few Suggested, more Hidden, more clicks clicks
    68. 68. Reduce Functionality
    69. 69. Mobile Design Challenges
    70. 70. Environment* Time*Culture* Device*
    71. 71. Universal Design Challenges• Mobile Device Considerations• Device Usability• Discoverability of application• Annoyances imposed on others• Part of a larger system
    72. 72. Mobile Device Considerations UI Design iOS Standards Supported Windows 7 Handsets Development Android ToolkitsBlackberry OS Open vs Closed
    73. 73. Software
    74. 74. Mobile Hardware
    75. 75. Mobile Device Usability: beyond your control• Keyboard Type• Volume control• Navigation • hardware keys vs touch screen
    76. 76. Mobile Interaction Usability1.Gestures2.Postures3.Tap Errors
    77. 77. Swipe
    78. 78. Awkward postures
    79. 79. Tap Errors
    80. 80. Discoverability of the Application
    81. 81. Annoyances imposed on others
    82. 82. Part of a larger system that has higher priority functions
    83. 83. Native Versus Mobile App
    84. 84. Mobile adoption http://www.businessinsider.com/the-one-chart-you-need-to-see-to-understand-mobile-2011-11
    85. 85. “Mobile apps currently havebetter usability than mobile sites,but forthcoming changes willeventually make a mobile site thesuperior strategy.”Jakob Nielsen - Feb 2012 http://www.useit.com/alertbox/mobile-sites-apps.html
    86. 86. “Why would I download an app that I am hardly going to use?”insights from webcredible mobile research study (UK, 2012)
    87. 87. Native App vs Mobile Web App Web• More responsive • Build once, run anywhere• Follows native app • Better integration with conventions hyperlinks• Better integration with device • Easy deployment, no app features stores • More future proof
    88. 88. Mobile UI Design Principles
    89. 89. 1. Design for Simplicity• Relate visual precedence to task importance• Reduce functionality• Keep navigation narrow and shallow• Avoid extraneous information on each screen• Reduce or remove preferences
    90. 90. 2. Design with Small Screen in Mind• Minimize user input• Minimize vertical scrolling and avoid horizontal scroll• User hyperlinking effectively• Provide useful error messages• Prioritize the information on the screen
    91. 91. 3. Provide Useful Feedback• Identify critical feedback• Employ alternative feedback modalities intelligently• Ensure quick system response time
    92. 92. 4. Maintain Existing Design Standards• Use Existing Standards• Use Real World Metaphors
    93. 93. 5. Respect both the physical and mental effort• Use wizards to simplify complex interactions• Design for efficiency
    94. 94. http://vimeo.com/6245088
    95. 95. Activity: Sketching A Mobile Solution
    96. 96. Working in a group...
    97. 97. Randomly select a website from the stack of cards...
    98. 98. You will have 20 minutes to...
    99. 99. • Identify key tasks to be supported on mobile• Identify what tasks are not going to be supported• Identify highlevel business goals & user goals• Sketch the mobile solution of a website.
    100. 100. Be ready to present your work!
    101. 101. Part 3:Evaluating Your Mobile Design
    102. 102. Usability Testing•A technique used to evaluate a product by testingit on users
    103. 103. Many types of evaluations and methods Cognitive Comparative Task Testing Walkthrough Study Heuristic Remote Diary Studies Evaluation Evaluations Moderated Unmoderated
    104. 104. Heuristic Evaluation• Systematicevaluation of an interface against a standard set of usability rules• Completed by 1 or more usability experts• Findings& recommendations are given a usability severity rating
    105. 105. Heuristic Comment ExampleIndicates where on thescreenshot the heuristic was Heuristic Broken: Speak the Users Languagebroken. 1 Summary: The App is requesting information from the user but the user still has noA summary of why the real idea of what the app does andheuristic was broken: why they need to enter this information. Usability Impact: HighThe impact of this problemon the users ability to Recommendation: Users will not give personalcomplete the tasks they information unless they understandare commonly trying to the value of an App.complete.Low impact indicates aproblem that does notimpair the users ability to Recommendations on how to mostcomplete a task but does easily resolve the broken heuristicslow them down. within the interface. Often recommendations include minimalMedium is a significant fixes along with larger but moreusability problem that the effective fixes.user will eventually be ableto overcome.High indicates a veryserious problem that couldstop the user completelytheir task.
    106. 106. Usability Testing with End-Users
    107. 107. Logistics• upto 1.5 hr sessions•7 - 9 participants recruited to match target demographics• scenario based• usability metrics measured: satisfaction & task success
    108. 108. Only 7 - 9 participants? Jakob Nielsen 2000
    109. 109. Test Early. Test Often.
    110. 110. UCD Phases AnalysisDeployment Design Implementation
    111. 111. Evaluate at each Phase Concept evaluation Analysis Deployment DesignContinuousmprovement Prototype evaluation Implementation Beta evaluation
    112. 112. Tour of Wavefront Usability Facilities (following summary)
    113. 113. Mobile Strategy Recap
    114. 114. Defining your mobile strategy• Design for ‘fat thumbed’ people• Start with your digital strategy• Deliver a consistent brand experience
    115. 115. Answer this questionWhat problem is mobile going tosolve?
    116. 116. Strategy: Key Take Aways• Understand what your users will do, not want they want• Align with business goals to uncover seducible moments• Context of Use• What gets measured gets done
    117. 117. Strategy: Key Take Aways• Understand what your users will do, not want they want• Align with business goals to uncover seducible moments• Context of Use• What gets measured gets done
    118. 118. Design: Key Take Aways• Usersdigital expectations are set by web experiences• Mobileapps may have better usability now, but mobile websites may be a longer term solution• Design for simplicity• Focus on key user tasks on mobile
    119. 119. Usability: Key Take Aways• Test early. Test often• Integrate into part of development process• Cheaper to change a concept, than change a product
    120. 120. Selma ZafarSenior UX Designerselma@openroad.ca@selmaz
    121. 121. Tour of Wavefront Usability Facilities Across the street

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