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Left To Their Own Devices: The Real Mobile Experience
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Left To Their Own Devices: The Real Mobile Experience

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The statistics say that people spend more time with their devices than their loved ones, there are more people that own smartphones than use a toothbrush, that most people are using their tablets ...

The statistics say that people spend more time with their devices than their loved ones, there are more people that own smartphones than use a toothbrush, that most people are using their tablets while watching TV, and they are all shopping up a storm. OK, we get it. Mobile is critical, and people are adopting big-time. But what is the real story of people and their devices? And what does it mean for the user experience?

This deck explores common behaviors we’ve seen in hundreds of user research sessions – online, in the lab, and in the so-called real world – and the implications they have for mobile user experience. Come away with guiding principles for creating an awesome mobile user experience and a toolkit for keeping it real.

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    Left To Their Own Devices: The Real Mobile Experience Left To Their Own Devices: The Real Mobile Experience Presentation Transcript

    • Left To Their Own Devices The real mobile experience February 2014 Credit: Luca Napoli
    • Pamela Pavliscak (not meant to be spoken) @paminthelab Change Sciences
    • I love experiments
    • This speaks to me This speaks to me alastairheseltine.com/
    • Outline of today’s talk hope reality experiments data WTF despair
    • 7 billion mobile phones 55% of those are smartphones Source: Ericsson
    • 1 baby born 5 mobile phones activated Source: ITU & US Census
    • Babies love phones actually flickr.com/photos/iangrieveson/ Source: NY Times, Martin Lindstrom
    • And then there’s this…
    • Let’s Talk About RELATIONSHIPS (with our phones)
    • It is a bit OBSESSIVE
    • Typical mobiles users check their phones 150 times a day Source: Mary Meeker
    • Smartphone owners spend over 2 hours on their phone each day. flickr.com/photos/jacksw/ Source: eMarketer
    • 55% 39% 77% while driving while in the bathroom while watching TV 72% 33% 36% while shopping at social events at school or kid’s events Sources: Google Insights, Harris Interactive & Pew Internet
    • Context is complex on the go urgent bored reclining distracted lonely rushed lost social local questioning relaxed repetitive deciding happy
    • 21% of US mobile phone owners mostly go online using their phones, globally it’s higher. flickr.com/photos/yellowmo/ Source: Pew Internet
    • By Preference 50% of smartphone owners under 30 use the Internet mostly on their phone Source: Pew Internet
    • Out of Necessity 55% of Americans who make less than $30K/yr have no other access at home Source: Pew Internet
    • For Convenience 34% just use the device that is closest at hand Source: Google Insights
    • If it is not on mobile, does it really exist? flickr.com/photos/lestaylorphoto
    • It is intensely PERSONAL
    • 29% say that their phone is the first and last thing they look at every day. flickr.com/photos/hirngespinste/ Source: Qualcomm
    • 44% sleep with their phones (no not like that, except for ahem 9%) Source: Pew Internet & Harris Interactive
    • And then again… Women who would rather 48% give up sex for 1 month 52% give up phone for 1 month Source: Huffington Post
    • EXPERIMENT Can I See Your Phone? ONE
    • 100 people, not totally random
    • Why no, no you can’t Hands It Over Makes an Excuse Puts Phone Away Holds & Shows Source: Change Sciences
    • Well, if you pay me Study Participants Friends Acquaintances Strangers Source: Change Sciences
    • We do Nice Things for it etsy.com/shop/LuvYourCase
    • Plus, we are always TOUCHING it
    • It’s kind of like an awesome pet instagram.com/paminthelab
    • Smartphone!
    • That also gives us superpowers kerpa100.deviantart.com
    • 86% solve problems, even troubleshoot emergencies, with their smartphones. flickr.com/photos/felipe_i/ Source: Pew Internet
    • It acts as a CO-PARENT instagram.com/paminthelab
    • Only 20% of parents don’t use tablets or phones to keep kids occupied (and they are kind of annoying) Source: Harris Interactive
    • It shields us from reality, for better or worse nickrodrigues.com
    • It bends time and space potterpuppetpals.com
    • It connects us, sort of instagram.com/paminthelab
    • Privacy But what do people really DO on mobile?
    • EXPERIMENT Aggregate 25 Studies TWO N=489
    • We touch it a lot but mostly 3 WAYS
    • Tap / 72% Swipe / 77% Scroll / 94% Source: Change Sciences
    • People know how but they would rather not zoom (that small text is a bother)
    • Omit needless Gestures
    • No guesswork Obvious Cues
    • Minimal Animated Cues
    • Mixed feelings Animated Guide
    • Keep it BIG
    • First impressions The Flick
    • “ I scroll quickly to just to see what’s there but then I always go back to the top. -F, GenX, Wired Source: Change Sciences
    • Wait, what? The Washing Machine
    • The swipe/scroll combo accidentally reveals what’s in the hamburger menu (more on that in a minute)
    • TAKEAWAY We make up our own gestures out of the few we rely on.
    • We go to great lengths to AVOID typing
    • Fat Fingers SKIP IT COMPLAIN This Sucks! Unfavorable Comparison Another Path WORKAROUND Cut & Paste Close & Open Source: Change Sciences
    • “ Oh shit, did I just overdraw my account with that typo? -M, GenX, Pragmatist Source: Change Sciences
    • About 40% of online banking logins fail on the first attempt Source: Braintree
    • People don’t make it easy on themselves 90% 10% portrait landscape Source: UX Matters, Steve Hoober
    • If it requires typing Remember
    • Mixed feelings Social Login
    • Maybe? Mobile Wallet
    • TAKEAWAY Design for typing ZERO.
    • ICONS are mostly confusing
    • Play / 92% Close / 90% Search / 80% Source: Change Sciences
    • Use any of these, or A/B test options (just don’t go without)
    • Favorite / 63% Settings / 57% Locate / 35% Source: Change Sciences
    • Don’t go rogue Standard Icons
    • Crystal clear Use Your Words
    • Still not sure The Hamburger
    • “ I’ve been noticing that little doodad on sites but thought it was just the design. -M, Millennial, Wired Source: Change Sciences
    • Hamburger awareness is on the rise Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Source: Change Sciences
    • TAKEAWAY Use icons in a way that is consistent with most other sites.
    • We suffer from bottom nav AVERSION
    • “ I know there is stuff on the bottom but if I have to look there it is probably too late. -M, GenX, Minimizer Source: Change Sciences
    • 74% overlook or just ignore bottom nav options (OK, Android users are a little more likely to use it) Source: Change Sciences
    • Keep it at the TOP
    • TAKEAWAY Essentials should be in page or on top for now. (remember, the hamburger is kind of iffy)
    • We leave our SOUND on
    • 78% of people leave their ringer on and sound turned up Source: Change Sciences
    • Look to the Kids
    • TAKEAWAY Sound cues are a missed opportunity.
    • We don’t MULTI-TASK very well
    • 53% of mobile phone users have had a distracted walking encounter. flickr.com/photos/captain_die Source: Pew Internet
    • “ If I get distracted by a notification, I often just forget about that first thing. It wasn’t that important anyway. -F, GenX, Wired Source: Change Sciences
    • Focus on The ONE Thing (per screen)
    • Streamline STEPS
    • TAKEAWAY Focus on making each screen a selfcontained unit.
    • The LACK OF BACK
    • 78% use the home button to start over in an app or on a site (no matter that it doesn’t work that way) Source: Change Sciences
    • “ Well, that didn’t do what I thought it would. I hoped it would just clear out. -F, Boomer, Pragmatist
    • 54% try swiping to go back, 45% use a back arrow at the bottom (remember bottom nav aversion) Source: Change Sciences
    • TAKEAWAY The need for back is not going to go away, at least have a home option.
    • We have MULTI-SCREEN backwards
    • EXPERIMENT Big Screen, Little Screen THREE
    • Hypothesis The small screen is primary
    • TAKEAWAY Attention is focused on the device in your hands about 60% of the time. Source: Change Sciences
    • Maybe real life is the second screen?
    • We expect a little MAGIC
    • Historical Flashback
    • A few Surprises
    • Show it Live
    • Show Awareness
    • Without being Creepy
    • TAKEAWAY That one unexpected surprise is what often converts.
    • We expect it to be BETTER THAN DESKTOP
    • “ Mobile is better – less hype, less ads, less junk to get in the way. -M, Millennial, Influencer Source: Change Sciences
    • 57% won’t recommend a poorly designed mobile site or app Source: Gartner
    • It bends time and some experiments Your mission: Try space vimeo.com/liubo
    • Always, always test It bends time and space Instagram.com/paminthelab
    • NASCENT First Screen Project EXPERIMENT
    • Participate: Share your screen firstscreen.tumblr.com
    • More Better Mobile deck, video, stats, testing tips, experiments http://www.changesciences.com/trending/more-better-mobile changesciences.com @paminthelab