1. Mobile Retail & Brand Masterclass 24 April 2012 - MunichMobile AppsUI & UX
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 andintuitive, 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 standardsand rules for measuring usability.
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 imposedstandards 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) interfacebased on and optimized for human capabilities and needs,enabling the user to control and operate a machine or systemwith mutual input / output interpretation. This includes graphical design, display (visual), microphone andspeakers (audio), human-device interface (HDI) accessories likekeyboard, mouse or pen, haptic feedback, ﬁnger touch andgestures, 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 times
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 ✦ Landscape mode support
13. UX: ExamplesPositive (full screen game iOS) Positive (full scrren game WP7)
20. UX: ContextUX may also signiﬁcantly depend on context.E.g.: a banking app must not be playful orhiggledy-piggledy, but serious and lucid,the design must suit to the banking and securityuse 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 Youvery much J Franz Haslbeck André Haase Composed by: Franz Haslbeck, André Haase Presented by: Franz Haslbeck