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  • 1. Creating the User Experience for a new mobile search engine
  • 2. Aims of presentation
    • “ Walkthrough the UE design approach of a startup mobile
    • search company”
    • Introduce Taptu and the product
    • Walkthrough our UE design approach and tools
    • Demo of our latest product version
    • Question & answer session
  • 3. How many of you regularly use a search engine on your mobile ?
  • 4. How many had a positive experience ?
  • 5. About Taptu
    • Focus Building (and making money from) a new kind of mobile search
    • Expertise Mobile user experience, search algorithms
    • Innovation 15 key patent applications filed in mobile search
    • Service launch Alpha service in Oct 2007, Beta V1 in Feb 2008
    • Investors 3i and Sofinnova, £5m Series A
  • 6. About me
    • Technologist and business guy
    • Serial entrepreneur: Aspective, Teamstudio, Trigenix, Taptu
    • 50 years old
    • My children are Generation Y, I’m not….
  • 7. The challenge for Taptu
    • Search requires a different approach in the mobile environment
    • Search must be provided within a highly constrained interfaces - different devices, inputs, screen-size, latency
    • Google Mobile, Yahoo OneSearch and Live Search for Mobile are variations on a very similar theme. They are designed and engineered from the perspective of: “bringing the best of PC Web search to mobile phones”
  • 8. What is our UE Design process?
    • Our aim is to create usable, engaging and aesthetically pleasing products across the wide range of devices Taptu works on
    • We are pragmatic about UE approach - ‘Text-book’ approach not always possible - but we aim to use the right tools at the right stages
    • We spend a lot of our time thinking about the needs of our users and talking to users direct: 12 months, 14 user studies 133 users, 1 hour per user
  • 9. Key stages of our process… Concepts + Ideas
  • 10. Key stages of our process… Concepts + Ideas Paper Prototyping
  • 11. Key stages of our process… Concepts + Ideas Paper Prototyping Device Prototyping
  • 12. Key stages of our process… Concepts + Ideas Paper Prototyping Device Prototyping UE Testing
  • 13. Key stages of our process… Concepts + Ideas Paper Prototyping Device Prototyping UE Testing UI Spec
  • 14.
    • Gary, 23 “Unwired Social”
    Kate, 27 “Digerati”
  • 15.  
  • 16.  
  • 17.  
  • 18. Prototyping the UE
    • Prototyping is central to our process - use it constantly as we develop new ideas & features
    • Key benefits to us:
    • 1. Designing the end-to-end experience
    • 2. Creating a believable product for a User Study
    • 3. As a discussion tool with Engineering
    • We use two types at different stages - Paper Prototyping and Device Prototyping…
  • 19.
    • User Task
  • 20.
    • Task Flow Design
  • 21.
    • Idea Annotation
  • 22. Device Prototyping …
  • 23. Device prototyping
    • Device Prototyping the is the next step from Paper Prototyping… need to experiment with designs on the target devices once we happy with design on paper
    • Hi-fidelity of device-based prototypes offer a number of benefits that paper prototypes don’t provide
    • The device-specific issues of screen size, input, controls, navigation, pixel-perfect visual design all need to be explored & considered
  • 24. How we do it ?
    • Produce ‘static’ prototypes – they create a believable walkthrough of particular paths we want to test
    • HTML/CSS + Photoshop - create pixel perfect graphics and build prototypes using HTML
    • Slower to iterate than paper prototypes - but for many device/browser specific design issues/decisions we need to create device protos at various stages
    • Ideal for user testing - still minimal production and no engineering time required
  • 25. Device-specific design issues
    • What design issues do we deal with per device?
    • We have defined 3 core ‘families’ of device:
      • Low phone - standard 176x220 e.g. RAZR
      • Mid phone - QVGA e.g. Nokia N95, Sony Ericsson W880i
      • Hi phone - iPhone, more will follow
  • 26. Taptu on mid-phone (N95, W880i) Branding and white space are key Secondary navigation elements below the fold Elements make it clearly a search engine Global navigation elements grouped and consistent
  • 27. Taptu on hi -phone ( iPhone) Scrolling: Scrolling is much quicker with finger Selection: Touch interface requires wider spacing of elements Text entry: Text entry is quicker than other two device types
  • 28. Visual design + brand …
  • 29. UE Testing with users …
  • 30. UE testing approach
    • Once we have a working Device Prototype, we test…
    • On a monthly basis we find a set of target users and meet them face-to-face, one-to-one, 1 hour sessions
    • We test in London - so we can source widest demographics of users for sessions
    • We built a fully portable lab - so its less intrusive/formal and we can go anywhere with it
    • We make this a regular event in our schedule - so we get maximum exposure to testing concepts with real users
  • 31. Portable usability lab
  • 32.
    • Mounted camera
  • 33. Picture-in-picture review format
  • 34. Live example of User Study Session…
  • 35. Future Taptu direction
    • Today: good at infotainment searches (e.g. music, movies, TV, news), mobile navigation (mobile sites) Tomorrow: universal search
    • Search and share engine - enhancing sharing functionality with 1-Tap share concept
    • Human-assisted search for popular terms
    • Further user research + international research
  • 36. Conclusion What have we learned about the UE design process? - Evaluate early - Don’t assume, do listen - Iterate often!
  • 37. Q&A Want to try it ? You can try Taptu on your mobile phone browser - enter Or on PC - Or Facebook App - Search for ‘ Music Wall’ in Facebook Or Music Cube game - Search for “Music Cube” on Google