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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. ...

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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Mobile Strategy Seminar Mobile Strategy Seminar Presentation Transcript

  • Mobile StrategyDefining a mobile strategy that works!
  • About OpenRoad• OpenRoad builds websites, intranets, mobile experiences and web applications.• We offer strategy, user experience design, custom development, and analytics & measurement services.
  • 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)
  • Topics Covered Today:• Why Mobile• Part 1: Defining Mobile Strategy • Defining your Requirements • Understanding Context of Use • Native versus Mobile apps • Measuring Success
  • 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
  • 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 sit and stare at people, so i look at my phone.”
  • 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”
  • 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 counted, I have 183 apps...I only use 10 of them!”
  • 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 small screens.”- Jakob Nielsen, 2012
  • Part 1: Defining Your Mobile Strategy
  • Value Proposition? Optimized Save Time? functionality?Avoiding Calling in? Customer Value Save Money?Information when Less Hassle? they need it? Provide a unique experience?
  • Your mobile strategy• Design for ‘fat thumbed’ people• Start with your digital strategy• Deliver a consistent brand experience
  • Defining Your Requirements Business & User
  • 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/
  • Defining Business Requirements• Review & align with company strategic plans• Interview key stakeholders• Brainstorming workshops• Competitive landscape review
  • FUTUREPRESENT
  • FUTURE ServiceEducation Financial & Technology Knowledge, Innovation,PRESENT People & Sharing
  • 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
  • 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
  • Understanding Your Users
  • 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...
  • UCD Analysis Tools• Observational research• One-on-one interviews• Surveys Plus:• Analytics review and analysis
  • 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/
  • 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 are they going to do?• Why are they going to try and do those things?• What are they using?
  • Example: Jamie Oliver Recipe app
  • 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
  • Break
  • Key Performance Indicators
  • 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”
  • 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”
  • 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
  • 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 to be tracked• Focus on our goals and priorities• A way to hold ourselves accountable• A foundation for a continuous improvement process
  • 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?
  • 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 becomes arbitrary, unnatural andcomplicated”- Donald Norman, 1993
  • 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 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.…….
  • 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
  • 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
  • Reduce Functionality
  • Mobile Design Challenges
  • Environment* Time*Culture* Device*
  • Universal Design Challenges• Mobile Device Considerations• Device Usability• Discoverability of application• Annoyances imposed on others• Part of a larger system
  • Mobile Device Considerations UI Design iOS Standards Supported Windows 7 Handsets Development Android ToolkitsBlackberry OS Open vs Closed
  • Software
  • Mobile Hardware
  • Mobile Device Usability: beyond your control• Keyboard Type• Volume control• Navigation • hardware keys vs touch screen
  • 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 thesuperior strategy.”Jakob Nielsen - Feb 2012 http://www.useit.com/alertbox/mobile-sites-apps.html
  • “Why would I download an app that I am hardly going to use?”insights from webcredible mobile research study (UK, 2012)
  • 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
  • Mobile UI Design Principles
  • 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
  • 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
  • 3. Provide Useful Feedback• Identify critical feedback• Employ alternative feedback modalities intelligently• Ensure quick system response time
  • 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 efficiency
  • 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 highlevel business goals & user goals• Sketch the mobile solution of a website.
  • 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 Walkthrough Study Heuristic Remote Diary Studies Evaluation Evaluations Moderated Unmoderated
  • 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
  • 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.
  • Usability Testing with End-Users
  • Logistics• upto 1.5 hr sessions•7 - 9 participants recruited to match target demographics• scenario based• usability metrics measured: satisfaction & task success
  • Only 7 - 9 participants? Jakob Nielsen 2000
  • Test Early. Test Often.
  • UCD Phases AnalysisDeployment Design Implementation
  • Evaluate at each Phase Concept evaluation Analysis Deployment DesignContinuousmprovement Prototype evaluation Implementation Beta evaluation
  • 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 consistent brand experience
  • 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 uncover seducible moments• Context of Use• What gets measured gets done
  • 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
  • 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
  • Usability: Key Take Aways• Test early. Test often• Integrate into part of development process• Cheaper to change a concept, than change a product
  • Selma ZafarSenior UX Designerselma@openroad.ca@selmaz
  • Tour of Wavefront Usability Facilities Across the street