Critical insights into mobile product usability

Critical insights into mobile product usability



To view the recorde webinar, please visit: ...

To view the recorde webinar, please visit:

In this 60-min webinar, we discuss:

- Key points for integrating mobile
- Mobile users usage and behavior
- Highlights: best practices for mobile design
- Mobile research methods



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Critical insights into mobile product usability Critical insights into mobile product usability Presentation Transcript

  • Critical Insights for MobileProduct Usability#uzwebinar Kim Oslob Scott Nelles
  • SpeakersKim Oslob Scott NellesVP, UX Client UX Sales ManagerServices UserZoomUserZoom
  • UserZoom All-in-one research platform and consulting services Cost-effectively manage UX and CX, through the entire product life cycle on both PC and Mobile platforms Based in Silicon Valley with international offices in Spain, UK and Germany
  • Usability, Design and IA
  • Market & Mobile Research
  • Agenda Before you design Mobile users usage and behavior Highlights: best practices for mobile design Mobile research methods
  • Before you design
  • Before you design Understand who are your potential users – define personas Know where and when they will use your product –define use cases Understand users needs and how the site or app fulfills these needs
  • Before You Design Design for the screen size you are deploying on – remember optimization is key in mobile design Simplicity is key! Mobile site or app?
  • Mobile Site or Native App? Mobile Site Native App Limited functionality  Richer interaction Works across various  Device specific devices versions Requires an internet connection  Can access data Easier to update sites offline Shareable through a  Update must be link pushed out  Cannot be shared as easily
  • Audience Participation How many of you use an iPhone vs Android vs Blackberry?
  • Mobile behavior and usage
  • Mobile UsageMobile phones are the most adopted technology in historySmartphone usage is growing rapidly globally:  55% penetration in the US (2012)  51% share in the Europe (2011)  45% penetration in Canada (2011)  19% in APAC/wide variations by country (2011)
  • Mobile UsageSmartphones have become the preferred method for accessing popular social media and business platforms:  53% of Facebook traffic is via mobile as of May 2012  60% of Sales people hits is via mobile as of May 2012  60% of doctors use a tablet in their practiceInternet is accessed via mobile more often than computer in China
  • Eighty-Six percent use mobile devices while watching TVMelanson, Mike. (January 2011). Yahoo: 86% Use Mobile Devices While Watching TV Retrieved from
  • …Big at Home, When Watching TV, While running ErrandsSterling, Greg. (March 2011). Mobile Search Use Stats: Big at Home, When Watching TV, WhileRunning Errands. Retrieved from
  • Mobile behaviorMobile users … Behave differently on a mobile website and app than they do on a computer Multi-task while interacting with their phone or pad Have many distractions while interacting with their phone or pad (e.g. Conversations, watching t.v., children, using the computer, etc.)
  • Mobile behavior cont…Mobile users … Do not spend hours in the same app or on a website as the do on a computer Use swipe and touch/tap instead of click
  • Highlight of mobile design best practices
  • Audience ParticipationReply in Chat:What is the most useful app on your phone and why?
  • UI guidelines* IOS Human Interface Guidelines Android User Interface Guidelines
  • Consistency in the UI and designUsers expect their experience to be the same or similar across all apps on their mobile OSUse standard controls built into the OS rather than re-designing or assigning
  • Optimize for mobile Do not just duplicate your pc website, optimize and design for the smaller screen Avoid horizontal scroll and limit vertical scroll
  • Screen Real Estate Only show what you need to show on the screen All other critical actions go to the action overflow
  • Screen Real Estate Many apps still use the Menu button
  • Create realistic looking appsUser like apps to look realistic and behave realistically.
  • Create realistic looking apps
  • Task Focused Important actions salient and predictable Let your users decide what they need and how they need it
  • Provide Utility Provide immediate value Leverage location based services when possible
  • Mobile UX Research Methods
  • Mobile Research Methods Focus Groups Mobile Surveys (Text, email, push notification, geo fencing, geo targeting, QR codes) One on one Usability Testing Mobile app or site intercept survey (video) Unmoderated remote mobile testing
  • Task-based Mobile Usability Testing • Expected End of February 2013 • Remote Unmoderated (Quantitative) • Live mobile websites & Prototypes • Android & iOS • Collect Success/Efficiency Ratios/Survey data & behavioral data • Video Session Replay Q2/Q3 2013
  • Keys when testing mobile Test mobile tasks first prior to out in the wild testing. This will help you uncover low hanging fruit. Follow up task testing with in context testing (natural environment and collecting data in the moment) Demographic and location is key
  • RaffleKim Oslob Scott NellesVP of UX Client Svs. UX Sales ManagerPhone: +1 (408) 524 -7446 Phone: +1 (408) 675-5370Email: Email:
  • Questions?Kim Oslob Scott NellesVP of UX Client Svs. UX Sales ManagerPhone: +1 (408) 524 -7446 Phone: +1 (408) 675-5370Email: Email: