Mobile UI/UX presentation

1. Mobile Retail
& Brand
Masterclass
24 April 2012 - Munich
Mobile Apps

2. ?
Usability
User
Experience

3. Definition „Usability“
 degree of difficulty:
intuitive handling (ease of use)
and learnability (user adoption)
 also: user-friendliness

4. Definition „Usability“
Quality of user interaction with a system.
User interface is defined as user-friendly, if it is simple
and intuitive, suits for use case and user scenario.
This includes methods of measurability:
practicability (suitable), efficiency (quick),
accessibility (barrier-free), typography, ergonomics,
etc.
Only since 2010 there are international common

5. Definition „User Experience“
 Individual, subjective, personally
„felt“ user‘s impression of a product.

6. Definition „User Experience“
Combination and interaction of anticipation &
expectations, impressions, practical experience and
evaluation
(incl. both, usability and fun factor)
of a product, system or service (or sum of them),
involving or integrating context, with subjectively
imposed standards and user estimation, fluctuating and
varying.

7. Definition „User Interface“
 Interface of human-machine
interaction
 also: UI =
graphical design and control concept

8. Definition „User Interface“
Human-machine interaction (HMI) interface
based on and optimized for human capabilities and needs,
enabling the user to control and operate a machine or
system with mutual input / output interpretation.
This includes graphical design, display (visual),
microphone and speakers (audio), human-device interface
(HDI) accessories like keyboard, mouse or pen, haptic
feedback, finger touch and gestures, etc.

9. User Experience
 Usability + User Interface + their consistency
 Functionalities + added value
 Individual expectations
 Components of communication
 Fun factor (gamification)
 Context

10. UX: Consistency
 Inconsistency of control concept and
graphical design of mobile OS,
esp. BlackBerry, Symbian and Android
 e.g. on Android:
allocation of „Back“ and „Menu“ buttons,
insufficient definition of style guides

11. UX: Don‘ts
 Request user input for self-evident or
unnecessary information (waiver of
prefill)
 Violation of OS style guide
 Adopt or copy concepts from other OS
 Unacceptably long start and reaction

12. UX: Do‘s
 Consistent, clear and obvious structure
 Intuitive controls (not requiring manuals)
 Short distances for clicks
 Obvious Use Cases (smartphone vs. tablet !)
and
dedicated added value versus mobile web site
 Reasonable and complete standard settings

13. UX: Examples
Positive (full screen game iOS) Positive (full scrren game WP7)

14. UX: Examples
Negative (iOS Settings) Positive (iOS Settings)

15. UX: Examples
Negative (iOS App) Positive (iOS App)

16. UX: Examples
Negative (Android App) Positive (Android App)

17. UX: Examples
Negative (WP7 App) Positive (WP7 App)

18. UX: Examples
Positive (iOS App) Positive (WP7 App)

19. UX: Examples
Positive (iOS App) Positive (WP7 App)

20. UX: Context
UX may also significantly depend on
context.
E.g.: a banking app must not be playful or
higgledy-piggledy, but serious and lucid,
the design must suit to the banking and
security use case and claims.

21. UX: Context
 App Store: app description and
pics
 Information politics
 Update frequency
 Extensions: Social Plugins,
sharing
 Utilization of app ecosystem

22. Golden Ratio
Since ≈ 2400 years,
in mathematics and arts,
the Golden Ratio or Divine Proportion
applies to 2 quantities as follows:
This ratio is the golden figure
ⱷ (Phi) ≈ 1.618

23. Rule of Thirds
Every photographer knows that
desired objects are to be placed
in thirds.
Laying such a pattern of lines
onto a WP7 display you can
easily see that elements are
placed in an optimal way.

24. Golden Ratio
Laying the Golden Ratio‘s helix
onto the display you can see
that empty spaces are also set
in an optimal way.
Live Tiles are especially
emphasized and the total
composition looks balanced.

25. Design Guides
 iOS:
http://bit.ly/iOSDesignGuides
 Android:
http://bit.ly/AndroidDesignGuides
 Windows Phone:
http://bit.ly/WP7DesignGuides

26. Thank You
very much 
Franz Haslbeck André Haase
Composed by: Franz Haslbeck, André
Haase
Presented by: Franz Haslbeck