INTERNET WORLD 2013 Mobile UX: We’re still human -------------------- UNDERSTANDING THE PEOPLE BEHIND THE SCREEN1
What we’ll be coveringWith mobile and tablet now Who are we designing for?accounting for 10 -20% of Understanding the design target and contexttraffic to most websites its scenariosincreasingly important thatmobile user experience is as Our “take anywhere” electronic friendgood as desktop. How to build better experiences by understanding human relationshipsI’ll cover some practicalapproaches to help you It’s all in the memesdesign better mobile user Why the principles of memetics are important toexperience, with case mobile UX designersstudies from the field Test with real users and real devices Some experiences from the field
None of them. You are designing forthe human holding it.
Spot the difference?o Sat down in a familiar location o Stood up – and on the moveo Alone in a quiet room o Surrounded by other peopleo Concentrating hard o Lots of sensory distractions o Concentrating on something else (not missingo Plenty of time to do what she wants his train)o Typing with both hands o Fitting what he’s doing into an idle momento Has full access to everything in her o Holding the device with one hand office and on her computer o Only has access to what he is carrying
Takeaway The most important differencebetween mobile and desktop UX is the human holding it and the situation they are in, not the device.
Lewis Silkin: Mobile UX design for user context Designing a responsive website for a leading UK law firm Mobile and tablet important as clients are at executive and C- level, and often spend protracted periods away from their desks. First step was to understand the context and usage – how does web and mobile-web fit?
First understand how the business operatesBusiness insightsPeople buy legal services based onreputation and personal relationshipsThey buy into an individual, not just thefirm that person works forSales do not happen online, you do notadd legal services to a shopping basketand go to the checkoutDigital needed to support the offlinebusiness, not replace it
Lewis Silkin: Mobile UX design for user context Mapping out the customer journey helped us to understand where mobile web could make a differenceTelephone Email Mobile-web Face-to-face“We’re interested “I’ll send you an 2 days later “Hi Simon.. I was justin legal services email to confirm Diary reminder: reading your journalfor marketing. and a link to your meeting with Lewis post – reallyYes, sure I’d love to Simon’s profile.” Silkin is in 30 minutes. interesting stuff.”meet Simon.” “Who is this guy I’m meeting – what’s he like?
State Library of Queensland The challenge o Parents bring kids to the library and dump them in the kids corner o Often they leave them their Smartphone or Tablet to play with whilst they go round o Can we entertain and educate those kids using that device whilst their parents are off doing stuff?
Sorry LOL cats...You are amusing but not useful to a UX designer
Memes in societyMemes are concepts that spread withinsociety without any central organisationMemes evolve through transmission
Memes in technologyMemes are also found in interface design –physical, software and webThey provide familiar idioms, controls and learnedbehaviours ... And they also evolve
But .. aren’t you talking about design patterns? Design patterns are not memetic – in fact they put a brake on the evolutionary process
Takeaway“Memetic” interfaces are more important on mobile------------------------------------------ No space to explain functions with labels, no hover states – the most intuitive interfaces are those that offer an evolution from learned behaviours
Memetic interface design in the wild“Friending”A concept invented in the mid90s, copied and evolved by socialnetworks ever since. “Follow” A concept popularised by Twitter; evolved from Friending and now evolving elsewhere as a personalisation tool
European Medicines Agency The challenge 50,000+ HTML pages 2.5m documents Mobile must offer 100% of content The users Mainly EU pharmaceutical industry. Very frequent visits (often more than once a day), people learn the navigation. Not general browsing – specific things they are looking for or specific places to check for updates.
European Medicines Agency: “Memetic” mobile navigation
Memetic UI concepts make a system more intuitive Menu icon and fly-in behaviour +/- to expand and close, click title to go open page
Ministry of Justice Ministry of Justice “Can I get legal aid?” tool. Research showed that target audience (C2DE) were actually quite likely to be using a smartphone or tablet. 20% of access to Gov.uk is now mobile / tablet. Important to test on these devices with real users – don’t just flick through screens and think “oh, it’s all there”. Testing focussed on interaction – buttons, swiping, scrolling. Findings: • Scrolling through long pages was annoying • ‘Unexpected’ page reloads were disorientating • “What happens if I press this button?” – mobile users like to experiment – let them undo operations
TakeawayTest on real devices with real users------------------------------------------------------------------------------------ Don’t rely on desktop/mobile emulators or shrinking your browser to see what happens
Closing thought:Mobile is just a toolthat allows humans to do something
Questions? Ian Huckvale – Head of user engagement B.Eng Computing (Imperial College, London) Get in touch: Email: email@example.com Twitter @IanHux Blog: blog.readingroom.com Interests: • Digital strategy, user experience, information architecture, usability, accessibility, mobile, social media • Outside work: cooking, rowing, fencingReading Room65-66 Frith StreetSohoLondonW1D 3JRwww.readingroom.com