What differentiates the mobile user experience?

2. Robert
Winters
-­‐ UX
Team,
Nascom
-­‐ UX
Alumni,
Vodafone
@robbedoes
on
twi<er

4.
“What
for
god’s
sake
will
make
my
UX
stand
out?”
-­‐
You
guys,
UX
Professionals

5. User
Experience
Feature
Wars
Price
Wars
Early
Adopters

6.
“What
is
it
that
differenIates
mobile
user
experiences?”
-­‐
UX
Team,
Vodafone

7. What
is
User
Experience?

11. Inevitable
interac5on
effect
Bling
differen9a9on?
-­‐>
Use
level
changed
automa9cally
Port
the
applica9on?
-­‐>
Use
level
changed
automa9cally

12. • Differen5a5on
can
be
analysed
within
three
levels
• Differen5a5ng
on
just
one
level
is
difficult

13. Power
of
each
level?

17. Respondents
• 165
people
• 65%
smart
phone
owners
• 56%
males
• Between
18
and
36
• Early
adopters,
technology
minded

18. Sets
itself
apart
to
great
extend
(%)
Seadragon
(bling)
29
Besocial
(use)
41
Shazam
(mission)
46
0
5
10
15
20
25
30
35
40
45
50
N
=
165

19. Willingness
to
pay
(%)
Seadragon
(bling)
7
Besocial
(use)
17
Shazam
(mission)
21
0
5
10
15
20
25
N
=
165

20. Originator
vs
Differen5ator

21. Twidget
(originator)

22. Status.TV
(bling
differen5ator)

23. Contact
List
(originator)

24. Gesture
Search
(use
differen5ator)

25. Qype
(originator)

26. Live
Maps
(mission
differen5ator)

28. User
Feedback

29. “Rate
this..”
“sets
itself
apart
to
great
extent..”
“Would
you
recommend
this..”
Differen5a5on
graph,
N=12
Status.TV
Twidget
Gesture.Search
List.Search
Live
Maps
Qype
1
1.5
2
2.5
3
3.5
4
4.5
5

30. Conclusions

31.
• The
more
levels
we
differen5ate
on,
the
more
users
will
indicate
you
have
provided
them
a
differen5ated
UX
(duh)
• Differen5a5on
is
jus5fied
on
all
dimensions
• But
differen5a5ng
on
just
the
bling
level
might
have
the
least
strong
effect

32. Might
have
the
least
strong
effect.
as
some
people
are
seriously
bending
this
rule.

34. Thanks!