0
Mobile Interfaces for
Non-Traditional Audiences
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23...
“23snaps… the
Facebook for families.”

Introduction
23snaps
TOP PHOTOGRAPHY APPS
2012

“23snaps… the
Instagram for parents...
Do You Really Know
Who’s Using Your App?

Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
Who Are Your
Users?
Your demographic may be
different than you expect

Mobile Internet
and App Usage
Among 55+:

% of chil...
Why It’s So Hard to Design for
a Non-Traditional Audience

Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audi...
Challenges
To designing and testing features
for apps with a non-traditional
audience

Testing Selection Bias

Bias in Tra...
Strategies for Designing and
Testing Your App

Meaghan Fitzgerald – 23snaps – @23snaps
Strategies
For designing and testing features
for apps with a non-traditional
audience

Challenge Your
Assumptions

Always...
Case Studies
With examples from 23snaps

Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
Onboarding
Getting people to the right place

Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23sn...
Stories
Creating and consuming complex
content

Designing for content
creators: How could we
simplify creating long-form
c...
Thank You
Meaghan Fitzgerald
meaghan@23snaps.com
@megfitz / @23snaps

Meaghan Fitzgerald – Mobile Interfaces for Non-Tradi...
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Designing and Testing Mobile Apps for Non-Traditional Audiences - Mobile World Congress '14 Presentation

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This talk was part of the Advanced User Interfaces Seminar at Mobile World Congress 2014 (#mwc14) hosted by the UK's ICT KTN. It covers the challenges and proposes some solutions in designing and testing apps and mobile services geared towards a non-traditional audience such as elderly, disabled or young users. Presented by Meaghan Fitzgerald, CMO/COO of 23snaps.

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Transcript of "Designing and Testing Mobile Apps for Non-Traditional Audiences - Mobile World Congress '14 Presentation"

  1. 1. Mobile Interfaces for Non-Traditional Audiences Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
  2. 2. “23snaps… the Facebook for families.” Introduction 23snaps TOP PHOTOGRAPHY APPS 2012 “23snaps… the Instagram for parents.” TOP APPS OF 2012 Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
  3. 3. Do You Really Know Who’s Using Your App? Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
  4. 4. Who Are Your Users? Your demographic may be different than you expect Mobile Internet and App Usage Among 55+: % of children >75% under 8 using mobile devices (US): 55+ Census Data 17mil UK / (2012) in the US 143mil US and UK: Growth in 55+ Age Group Mobile Usage 60% Since 2012 (UK): <17 Census Data 14mil (2012) in the US 74mil and UK: 27% UK / 55% US % of minors (age 10-12) on Facebook: UK / US >50% Stats from Ofcom, Pew Internet Reports, The National Office of Statistics (UK) and US Census Data Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
  5. 5. Why It’s So Hard to Design for a Non-Traditional Audience Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
  6. 6. Challenges To designing and testing features for apps with a non-traditional audience Testing Selection Bias Bias in Tracking Tools Consider the sources where you acquire users for testing – there’s a huge bias for tech-savvy users. Most tracking optimises tests and goals based on events you define. Overcompensating with Onboarding Are you forcing users down a path that actually deters them from engaging? Incorrect User Data By assuming certain fields will be relevant (or required) for your users, you encourage incorrect data (i.e. Under-13s on Facebook) Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
  7. 7. Strategies for Designing and Testing Your App Meaghan Fitzgerald – 23snaps – @23snaps
  8. 8. Strategies For designing and testing features for apps with a non-traditional audience Challenge Your Assumptions Always Answer “Where” and “Why” Where are you making assumptions that your designs and features are easy and clear? One of the biggest contributors to bad UI is allowing the user to get ‘lost’ in your app. Have you seen it anywhere besides an app or website? Use Time as a Proxy for Frustration There’s No Replacement for Watching Someone Just because people are doing what you expect them to do, that doesn’t mean it’s easy for them. Watching someone use your app exposes all flaws. Where can you find real examples of your users? Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
  9. 9. Case Studies With examples from 23snaps Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
  10. 10. Onboarding Getting people to the right place Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
  11. 11. Stories Creating and consuming complex content Designing for content creators: How could we simplify creating long-form content on mobile? Designing for consumers: How could we help locate the reader while sharing the whole story? Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
  12. 12. Thank You Meaghan Fitzgerald meaghan@23snaps.com @megfitz / @23snaps Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
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