Mex 2011 - Efficient UX Techniques for an Age of Network Austerity

- Efficient UX Techniques for an Age of Network AusterityTom GodberMay 2011

What Do I Do? mass market mobile = transport ticketing solutions

AgendaPick a Good ProblemPlan for Real World NetworksApp File SizesMetaphors and Complexity

Mobile is a tool = A small part of a wider world

No mobile ‘manifest destiny’

No mobile ‘manifest destiny’Pick the right problemAddress real user needsPerform better than the alternatives (on and off the user’s handset)

"Capturing the first 40%"Transport will be a key driver of early mCommerce adoption

1.3bn tickets/yr70% of tickets bought at station

Purchase tickets with phoneEliminate paper – go straight onto train

Pick a Good ProblemPlan for Real World NetworksApp File SizesMetaphors and Complexity

Front page: 412KbFull web site:Purchase requires 8 pages, > 100 connections

Front page: 3KbMobile web site:Purchase requires 10+ pages ...and then a phone call!

App:Purchase with 2 net connections < 1Kb

Why does that matter?

Off the Beaten Path Usage Scenarios

Usage ScenariosBusy Stations

Usage Scenarios Moving Vehicles

Dwell TimeUsage Scenarios

Capture PointsIn the Queue App Stores

80%70% > 5 mins at peak60% > 3 mins off-peak > 3 mins at weekends50%40%30%20%10%0% Convert customers at pain point

App download size matters <5 mins to capture sale

UK Rail Industry Structure John Major’s Legacy...

Complexity ProblemUK has more fares combinations than people ...all pretty inaccessible to the layman

Presenting a timetable is ‘easy’

Standard phone UI components can be used intuitively - minimal graphics size overhead

Matching trains and fares is harder... ...but this is where the money is Leverage iOS ‘spinner’ concept

That’s great for iPhone

What about everyone else? (>90% of population)

JavaME (BlackBerry, Nokia etc) Like pulling a paper timetable behind a window

Android has a less uniform, recognizable styleEg. for: Spinner-style selections Multi-step workflow in one app

‘Building the ticket’Ticket-like visual elements‘accumulate’ during workflowFooter rounded off after purchase > real ticket

Train / Fare selection more like JavaME Texture encourages interaction

Tom Godber tom@masabi.comPhoto credit: Timo Arnall, Einar Sneve Martinussen and Jørn Knutsen -http://yourban.no/2011/02/22/immaterials-light-painting-wifi/)

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Mex 2011 - Efficient UX Techniques for an Age of Network Austerity

by Masabi Ltd on May 13, 2011

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