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  • 1. UX in digital media Mobile and traditional web - Sebastian Daum - Fortune CookieSaturday, July 14, 2012
  • 2. Why mobile UX is importantBy 2014, mobile internet should take over desktopinternet usage. (Source: Microsoft Tag, April 2011)Saturday, July 14, 2012
  • 3. Not everyone needs a mobile website.Saturday, July 14, 2012
  • 4. What is important to any product to be used by peopleSaturday, July 14, 2012
  • 5. What is important to any product to be used by people Useful Users can accomplish their goalsSaturday, July 14, 2012
  • 6. What is important to any product to be used by people Usable Easy to use Useful Users can accomplish their goalsSaturday, July 14, 2012
  • 7. What is important to any product to be used by people Desirable Evokes positive emotions Usable Easy to use Useful Users can accomplish their goalsSaturday, July 14, 2012
  • 8. Desktop vs MobileSaturday, July 14, 2012
  • 9. Desktop vs Mobile •Mouse as an accurate pointing deviceSaturday, July 14, 2012
  • 10. Desktop vs Mobile •Mouse as an accurate pointing device •Full keyboardSaturday, July 14, 2012
  • 11. Desktop vs Mobile •Mouse as an accurate pointing device •Full keyboard •Large screenSaturday, July 14, 2012
  • 12. Desktop vs Mobile •Mouse as an accurate pointing device •Full keyboard •Large screen •BroadbandSaturday, July 14, 2012
  • 13. Desktop vs Mobile •Mouse as an accurate pointing device •Full keyboard •Large screen •Broadband •Comfortable chairSaturday, July 14, 2012
  • 14. Desktop vs Mobile •Mouse as an accurate •Fingers to point pointing device •Full keyboard •Large screen •Broadband •Comfortable chairSaturday, July 14, 2012
  • 15. Desktop vs Mobile •Mouse as an accurate •Fingers to point pointing device •Full keyboard •Limited keyboard •Large screen •Broadband •Comfortable chairSaturday, July 14, 2012
  • 16. Desktop vs Mobile •Mouse as an accurate •Fingers to point pointing device •Full keyboard •Limited keyboard •Large screen •Small screen •Broadband •Comfortable chairSaturday, July 14, 2012
  • 17. Desktop vs Mobile •Mouse as an accurate •Fingers to point pointing device •Full keyboard •Limited keyboard •Large screen •Small screen •Broadband •Poor connections •Comfortable chairSaturday, July 14, 2012
  • 18. Desktop vs Mobile •Mouse as an accurate •Fingers to point pointing device •Full keyboard •Limited keyboard •Large screen •Small screen •Broadband •Poor connections •Comfortable chair •Interruptions and distractionsSaturday, July 14, 2012
  • 19. ContextSaturday, July 14, 2012
  • 20. Context describes theenvironment in which peoplemight use the app and itsfeatures.Saturday, July 14, 2012
  • 21. The user can be anywhereSaturday, July 14, 2012
  • 22. Use while movingSaturday, July 14, 2012
  • 23. Instantaneous need for informationSaturday, July 14, 2012
  • 24. DevicesSaturday, July 14, 2012
  • 25. What do polish people use their smartphones for? 58,7% During family dinner 44,4% Toilet 28% While driving a car without a headset 27,8% During official dinnersSaturday, July 14, 2012
  • 26. Prospective users involvement is keySaturday, July 14, 2012
  • 27. Segmentation Who do you want to attract?Saturday, July 14, 2012
  • 28. Mobile specific questionsSaturday, July 14, 2012
  • 29. Mobile specific questions •Why does the user use the site on a mobile device?Saturday, July 14, 2012
  • 30. Mobile specific questions •Why does the user use the site on a mobile device? •What features do they use?Saturday, July 14, 2012
  • 31. Mobile specific questions •Why does the user use the site on a mobile device? •What features do they use? •Where are they when use the site?Saturday, July 14, 2012
  • 32. Mobile specific questions •Why does the user use the site on a mobile device? •What features do they use? •Where are they when use the site? •Which devices do they use?Saturday, July 14, 2012
  • 33. Capture the findings - PersonasSaturday, July 14, 2012
  • 34. Usability (Source: Jakob Nielsen’s Alertbox, September 26 2011)Saturday, July 14, 2012
  • 35. Usability Desktop success rate 84%Based on: 263 user studies (Source: Jakob Nielsen’s Alertbox, September 26 2011)Saturday, July 14, 2012
  • 36. Usability Desktop success rate Mobile success rate 84%Based on: 263 user studies 64% Based on: User testing with 105 user; 390 different tasks (Source: Jakob Nielsen’s Alertbox, September 26 2011)Saturday, July 14, 2012
  • 37. Constraints of mobile web site useSaturday, July 14, 2012
  • 38. Constraints of mobile web site use • Small screenSaturday, July 14, 2012
  • 39. Constraints of mobile web site use • Small screen • Awkward inputSaturday, July 14, 2012
  • 40. Constraints of mobile web site use • Small screen • Awkward input • Delayed downloadsSaturday, July 14, 2012
  • 41. Allegro.pl desktop siteSaturday, July 14, 2012
  • 42. Allegro.pl mobile siteSaturday, July 14, 2012
  • 43. Allegro.pl mobile site Most likely selections at the topSaturday, July 14, 2012
  • 44. Allegro.pl mobile site Most likely selections at the top Images kept to a minimumSaturday, July 14, 2012
  • 45. Allegro.pl mobile site Most likely selections at the top Images kept to a minimum Reduced contentSaturday, July 14, 2012
  • 46. Allegro.pl mobile site Most likely selections at the top Images kept to a minimum Reduced content A simple one column structureSaturday, July 14, 2012
  • 47. Allegro.pl mobile site Most likely selections at the top Images kept to a minimum Reduced content A simple one column structure Option to use full site at the bottomSaturday, July 14, 2012
  • 48. Design for emotion - UrbanspoonSaturday, July 14, 2012
  • 49. Design for emotion - Urbanspoon • Playful & engagingSaturday, July 14, 2012
  • 50. Design for emotion - Urbanspoon • Playful & engaging • Takes advantage of the iPhone’s accelerometerSaturday, July 14, 2012
  • 51. Design for emotion - HipmunkSaturday, July 14, 2012
  • 52. Design for emotion - Hipmunk • Keeps the user while engaged while waiting for search resultsSaturday, July 14, 2012
  • 53. Take-aways:Saturday, July 14, 2012
  • 54. Take-aways:Check your web analytics data to see whether you need a mobile site or notSaturday, July 14, 2012
  • 55. Take-aways:Check your web analytics data to see whether you need a mobile site or notAnalyse the context of use of your target audienceSaturday, July 14, 2012
  • 56. Take-aways:Check your web analytics data to see whether you need a mobile site or notAnalyse the context of use of your target audienceLess is more when it comes to mobile designSaturday, July 14, 2012
  • 57. Take-aways:Check your web analytics data to see whether you need a mobile site or notAnalyse the context of use of your target audienceLess is more when it comes to mobile designMake it fun to useSaturday, July 14, 2012
  • 58. Thank you.Saturday, July 14, 2012