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Mobile Breakfast Briefing June 2012

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  • 32% of smartphone and cellphone users users access the internet using their handset19% do this dailyNot that big but when compared to only 31% that do this with their laptop the volume can be seen.1%og handsets are iphones.
  • 32% of smartphone and cellphone users users access the internet using their handset19% do this dailyNot that big but when compared to only 31% that do this with their laptop the volume can be seen.1%og handsets are iphones.
  • ReachAn app restricts your mobile customer base to users of compatible handsets. By offering a mobile website, you can appeal to the broadest possible audience without having to design multiple apps. Mobile commerce sites can workGrowth of AndroidFindability so many app storesPromoting your appThere are now nearly 50 different app stores, and over 400,000 apps in the top three stores, meaning retailers will have to work hard not to get lost in the sheer quantity of apps out there. If you are Tesco or Argos, your apps is likely to feature in the App Store charts, but this is harder to achieve for smaller retailers. Mobile sites can recreate some of the best features of appsOne argument for apps over the mobile web has been the extra functionality that apps can provide, features like barcode scanning, detecting users' locations for store locators, and augmented reality. LinksOne thing that users miss when using apps is the hyperlink. On the mobile web you can always email a link and any browser can open it, but you can't link to and from an app. Having a mobile site allows you to benefit from links, and makes it easier for mobile users to share URLs of product pages. No approval process required
  • ReachAn app restricts your mobile customer base to users of compatible handsets. By offering a mobile website, you can appeal to the broadest possible audience without having to design multiple apps. Mobile commerce sites can workGrowth of AndroidGoogle Play:No guidelinesMalicious apps found on store.Massive variety of devices/screen sizeWillingness to download reducedFindability so many app storesPromoting your appThere are now nearly 50 different app stores, and over 400,000 apps in the top three stores, meaning retailers will have to work hard not to get lost in the sheer quantity of apps out there. If you are Tesco or Argos, your apps is likely to feature in the App Store charts, but this is harder to achieve for smaller retailers. Mobile sites can recreate some of the best features of appsOne argument for apps over the mobile web has been the extra functionality that apps can provide, features like barcode scanning, detecting users' locations for store locators, and augmented reality. LinksOne thing that users miss when using apps is the hyperlink. On the mobile web you can always email a link and any browser can open it, but you can't link to and from an app. Having a mobile site allows you to benefit from links, and makes it easier for mobile users to share URLs of product pages. No approval process required
  • ReachAn app restricts your mobile customer base to users of compatible handsets. By offering a mobile website, you can appeal to the broadest possible audience without having to design multiple apps. Mobile commerce sites can workGrowth of AndroidGoogle Play:No guidelinesMalicious apps found on store.Massive variety of devices/screen sizeWillingness to download reducedFindability so many app storesPromoting your appThere are now nearly 50 different app stores, and over 400,000 apps in the top three stores, meaning retailers will have to work hard not to get lost in the sheer quantity of apps out there. If you are Tesco or Argos, your apps is likely to feature in the App Store charts, but this is harder to achieve for smaller retailers. Mobile sites can recreate some of the best features of appsOne argument for apps over the mobile web has been the extra functionality that apps can provide, features like barcode scanning, detecting users' locations for store locators, and augmented reality. LinksOne thing that users miss when using apps is the hyperlink. On the mobile web you can always email a link and any browser can open it, but you can't link to and from an app. Having a mobile site allows you to benefit from links, and makes it easier for mobile users to share URLs of product pages. No approval process required
  • ReachAn app restricts your mobile customer base to users of compatible handsets. By offering a mobile website, you can appeal to the broadest possible audience without having to design multiple apps. Mobile commerce sites can workGrowth of AndroidGoogle Play:No guidelinesMalicious apps found on store.Massive variety of devices/screen sizeWillingness to download reducedFindability so many app storesPromoting your appThere are now nearly 50 different app stores, and over 400,000 apps in the top three stores, meaning retailers will have to work hard not to get lost in the sheer quantity of apps out there. If you are Tesco or Argos, your apps is likely to feature in the App Store charts, but this is harder to achieve for smaller retailers. Mobile sites can recreate some of the best features of appsOne argument for apps over the mobile web has been the extra functionality that apps can provide, features like barcode scanning, detecting users' locations for store locators, and augmented reality. LinksOne thing that users miss when using apps is the hyperlink. On the mobile web you can always email a link and any browser can open it, but you can't link to and from an app. Having a mobile site allows you to benefit from links, and makes it easier for mobile users to share URLs of product pages. No approval process required
  • ReachAn app restricts your mobile customer base to users of compatible handsets. By offering a mobile website, you can appeal to the broadest possible audience without having to design multiple apps. Mobile commerce sites can workGrowth of AndroidGoogle Play:No guidelinesMalicious apps found on store.Massive variety of devices/screen sizeWillingness to download reducedFindability so many app storesPromoting your appThere are now nearly 50 different app stores, and over 400,000 apps in the top three stores, meaning retailers will have to work hard not to get lost in the sheer quantity of apps out there. If you are Tesco or Argos, your apps is likely to feature in the App Store charts, but this is harder to achieve for smaller retailers. Mobile sites can recreate some of the best features of appsOne argument for apps over the mobile web has been the extra functionality that apps can provide, features like barcode scanning, detecting users' locations for store locators, and augmented reality. LinksOne thing that users miss when using apps is the hyperlink. On the mobile web you can always email a link and any browser can open it, but you can't link to and from an app. Having a mobile site allows you to benefit from links, and makes it easier for mobile users to share URLs of product pages. No approval process required
  • Skip Intro & Getting Started
  • Design for interruptions. Save state for the users and allow users to save state. Interruptions are bound to happen when users are on the phone: they eventually will need to switch their focus of attention to some other stimulus in their environment. Sometimes the source of interruption might be outside users’ control: connections might drop or problems might arise with the phone. The mobile app or website must save state at all times and be prepared for such interruptions. It should also try to do the transition back to the app/website as smooth as possible, so that the user doesn’t have to redo work already done before the interruption. Moreover, when on mobile, users don’t always make definitive decisions, but may want to return to certain content in contexts with larger bandwidth or screen. Allow users to save history, as well as to email or share information with themselves or others. And also allow them to return to their data on other platforms and access any actions they may have carried out on mobile.  Don’t ask users to go elsewhere for information. One of the main limitations of phones is that a single window is available at a time. Users must leave your app or your website to find information that the app/website may require, but that it doesn’t provide. Remember that pen-and-paper, even if available, are often unusable on the go. Your app/website should be self-sufficient and should not necessitate any external props, be them physical or virtual.  Take advantage of the phone features. If the phone comes with a camera, don’t ask users to type in barcodes. If the phone has a GPS feature, don’t have them enter zip codes. Use the phone features as much as possible to lessen users’ work.  Consider the opportunity cost of each design element. Because the screen is so small on mobile, whenever you include a new design element on the screen, something else gets pushed out (or below the fold). Think hard of the opportunity cost of each new element: what does it mean for the users if you leave out widget B in order to include widget A? Is widget A more important than widget B? Although we provide general guidelines in this report, your answer likely depends on the kinds of users and tasks that you have.  Minimize the interaction cost. This is the Holy Grail of usability: deliver to users the information that they need without having them lift a finger. Of course, this is impossible for most pairs of tasks and users. But that should be your goal. This principle subsumes all the others and it says that you © NIELSEN NORMANshould design your apps so that the reading, the scrolling, the clicks or the taps, the waiting, the looking around trying to find information, the thinking, the remembering – all these be as close to zero as possible.
  • Limit categories as much possible: Users become increasingly disoriented as they go deeper into a site. With a Mobile Web site, their tolerance often stops at about five levels. You should adjust this number upwards when targeting more capable devices. Attempt to limit links to ten per page: Unless you know that the device can present more information well. You should code your links with accesskeys, so that the user can use the phone keypad to navigate links. You should adjust this number upwards when targeting more capable devices.Provide at least one content item with each category page i.e. avoid empty links: Giving users at least one sample of the content within a category is a good way to make sure that users get to the right place. Consider placing a link to the featured content with a one or two sentence overview. Prioritise links by activity or popularity: This is often referred to as “deck placement.” Sorting links in order by frequency of access ensures that the most sought-after content appears first on the list.
  • (Dynamically changing the layout of a webpage) depending on the screen size and screen orientation by using different style sheets for different screen dimensions.’
  • (Dynamically changing the layout of a webpage) depending on the screen size and screen orientation by using different style sheets for different screen dimensions.’
  • Image Resizing: his is a major issue considering that every good designer must rely on images to illustrate its concepts. In responsive web design this is the most problematic matter because resizing a desktop image to fit a mobile device’s screen implies downloading an image that’s been suited for a desktop environment. To view full images on a mobile device you need to download an unnecessary large file and resizing it to fit the screen. The next table shows an amazing example of the impact the load of large images has on mobile devices.2. Resizing images forces CPU and memoryViewing a responsive website on a mobile device forces the CPU and memory of it while resizing images because you are downloading a large image, uncompressing it in your phone’s memory and then resizing it to fit a small screen. This process takes about 3 bytes per pixel of memory, so a 1024×768 image will take about 2.36 MB of memory.
  • Monetisation:App monetisation is the ability to create a consistently productive revenue stream from an app after it is in the hands of your consumers. As app publishers have gained their footing in the various app distribution channels, and as they continue to better understand the terms and conditions of the agreements for app stores, I expect monetisation to become their next logical area of focus and for good reason: today, 65 per cent of “freemium” games revenue comes from in-app purchases as does 72 per cent of Apple’s app revenue. So publishers with a solid monetisation program will be the ones best poised to dominate the market in 2012.  The first step in monetisation begins by understanding the current lifetime value of your app user base. Next, find ways to consistently make that value go higher. Monetisation tactics that can increase customer lifetime value include in-app advertising from house ads or an ad network, in-app incentive based advertising, in-app advertising promoting the distribution of other app publishers’ apps, and in-app purchases selling incremental products and services2. SecurityRecent press about cyber attacks has made the connected customer more security savvy.  For example, most iPhone users don’t want to “jailbreak” or otherwise modify their device because they believe it could increase their threat exposure. They assume that single sign-on and social sign-on provides greater security. The bottom line is that users expect their online experience to be as secure as possible.  In this environment, and as the sophistication of apps continues to increase, the responsibility lies with app publishers to meet these high expectations by making sure their product is secure and protected from malicious apps that may be on a user’s device. With data on the line that can include credit card, banking and valuable personally identifiable information, the stakes are high, but the reward for trusted app publishers is significant. Deliver a secure experience for your user and they’ll show their appreciation through increased willingness to interact and transact within apps.3. Targeting and personalisationApp publishers are gaining a better understanding of their users and 2012 is the year we should begin to see leaders pull ahead of the pack by leveraging that understanding to target their efforts and personalise the user experience. One top trend will include targeting the placement of specific apps to specific app stores based on user behaviour and preference.  This approach is similar to one often taken with search engine marketing.Let’ s say you make widgets and you’re advertising on Google since that’s where you’ll see the highest search volume on most of your keyword phrases. However, your widget may appeal greatly to a niche consumer who only always visits another search engine. In that case, you must create campaigns geared toward the particular customer that run on their preferred search engine.The same holds true for app stores, as well. Identify which stores produce higher revenues or lifetime value metrics for a particular type of customer. Target your distribution accordingly and personalise your approach for each of your highest performing stores.Another opportunity for 2012 is personalised app content. As proliferation of HTML5 and hybrid apps (a combination of a native app and a web-based app) continues, and as users become more comfortable receiving personalised content as part of their website browsing experience generally speaking, they will expect their in-app user experience to be personalised, as well.  Examples include targeted in-app advertising and targeted services leading to in-app purchases.  4. HTML5Some may be skeptical of HTML5, seeing it as just a passing fad. However, publishers and developers should care about HTML5 because an HTML5 app can free them from paying the app stores 30 percent for their customer’s initial app purchase or for in-app purchases.  For example, Apple’s completely closed ecosystem doesn’t allow any app that hasn’t been delivered through Apple’s App Store to be installed on an Apple device unless the device happens to be jailbroken. This requires the app publisher to pay Apple 30 per cent for all transactions that occur through the app store, in app purchases, subscription billing, and so on. But by deploying an HTML5 app, the Apple user can navigate to the HTML5 app via their Safari browser and download the app to their device. It really isn’t a download per se – technically, it's a bookmark – but it looks and feels like a typical app that would be placed on the desktop of the device.  However, HTML5 apps are not without their challenges, one of which is visibility. HTML5 app publishers can’t count on an app store for exposure, so different tactics are required to achieve large scale distribution. Additionally, there are HTML5 app stores that I believe will garner more attention from end users. This may help further address visibility and distribution challenges.5. In-App analytics    As the app market matures and the connected customer exercises their power of choice, user retention and engagement may become one of the app publisher’s largest challenges in 2012. Analytics can help customers keep an app longer and stay engaged with it. This can reduce acquisition costs and increase customer lifetime value.  Why? Because more leading app publishers will be monetising the user throughout their lifecycle, acquiring their customers through app store targeting, and personalising in-app content. In-app analytics is the critical component that will enable each of these trends to be repeatable, reliable revenue drivers. Website analytics are now the de facto standard for providing actionable insight on web behavior and, since apps are now the online store for the app publisher, the same insight will be required for apps. Yes, you read that correctly: the in-app experience will increasingly function as the online store for the app publisher. Leaders in this space will come to rely on in-app analytics for full optimisation of the user experience and monetisation of the app lifecycle.
  • Transcript

    • 1. Mobile UX - Breakfast BriefingJune 14th 2012Mark Westwater – Senior User Experience Consultantmark@uservision.co.uk
    • 2. Outline  Background  What’s happened since the last mobile breakfast briefing? (September 2009)  Design principles  Current trends in mobile UX – Responsive Design  The future?2 Mobile UX Overview | 14/06/2012
    • 3. Background3 Mobile UX Overview | 14/06/2012
    • 4. Background (2)4 Mobile UX Overview | 14/06/2012
    • 5. Background (3)  2011 as a year in Mobile: – Nokia relevance questionable. – Windows Mobile’s poor IE browser. – Palm Web OS gone. – Blackberry’s struggling to evolve past being enterprise email. – Windows phone?  The mobile market is essentially down to only two competitors: iOS and Android.  Think of it as building desktop software for Windows and Mac. You have no excuse not to build a custom app optimised for at least one or the other. – If you really must have an app that is – in certain instances a good mobile website could work better…..5 Mobile UX Overview | 14/06/2012
    • 6. Outline  Background  What’s happened since the last mobile breakfast briefing?  Design principles  Current trends in mobile UX – Responsive Design  The future?6 Mobile UX Overview | 14/06/2012
    • 7. Breakfast Briefing 2009 - Mobile Statistics Some statistics: – 20% of UK mobile phone users now use the Internet on their mobile devices (source: 3G.co.uk). – In 2008 alone there was an estimated 58 million PDAs sold worldwide (source: eTForecast). – A recent press release from Comscore indicated that mobile web use has more than DOUBLED from 10.8 million in January 2008 to 22.4 million in January 2009. – By 2011, more smart phones than PCs. – It is clear that mobile web use is a growing market.7 Mobile UX Overview | 14/06/2012
    • 8. Now - Mobile Statistics 2011 saw 500M mobile internet users worldwide, 20M in the UK alone. Of all the time spent accessing the internet, 23% of it is done on a mobile device. YouTube mobile has 200M video playbacks each day worldwide. Amazon.com have had $1 billion in sales via mobile commerce. App development has gone through the roof. Smartphone sales are expected to overtake PC sales by 2013.8 Mobile UX Overview | 14/06/2012
    • 9. Since last briefing 2009  App development/downloads gone through the roof. – Longevity is questionable.  Mobile site creation has not grown as fast.  Squeezing more content into the mobile space.9 Mobile UX Overview | 14/06/2012
    • 10. The mobile challenges Source: NNG Lecture10 Mobile UX Overview | 14/06/2012
    • 11. The mobile challenges Variety of browsers Tricky input method Poor success rates Download times Scrolling ‘Bloated’ pages Unfamiliarity Reluctance to use11 Mobile UX Overview | 14/06/2012
    • 12. The mobile UX cycle Source: strategist.net12 Mobile UX Overview | 14/06/2012
    • 13. 1. Assess current situation  When an organisation decides to design a website or an app targeted at mobile web users, they need to consider several factors like: – Why should we make / create a mobile web application? – What are the benefits of doing so? – What kind of content can be made available online? – Will the content delivered on mobile devices make sense for the target audience? – Is it really adding value to their usage? – Are the tasks short and sweet? – Will it work across multiple device profiles?13 Mobile UX Overview | 14/06/2012
    • 14. 1. Assess current situation - Mobile Strategy Do weed need a mobile offering? Yes No Mobile web stats = iOS Android Blackberry >10% App Site App Site App Site Stand Stand Stand Resp Resp Resp Alone Alone Alone Questions: • What type of devices are they pointing at your site with? • What tasks do they undertake? • What content/features do they need? • Where are they?14 Mobile UX Overview | 14/06/2012
    • 15. Apps vs. mobile sites Why bother creating a mobile version of a website when an app seems to be in vogue? – The app needs to be downloaded from app store whereas everyone can access the mobile website and often are automatically directed there. – Apps difficult to find in app store? – All apps require Apples’ blessing. Not the case with Android. – Downloading the iPhone app requires a wireless network or the experience can be frustrating. I recently downloaded an app over the 3G network which took over 20mins to download and install correctly! – In many cases the iPhone app load time appears longer than the mobile website. – The mobile website is eg. Safari driven/displayed and given that up to 8 pages can remain open at any given time it is easier to switch between them. – Limit to the number of apps that can be installed. – Apps ‘lost’ in folders (iOS).15 Mobile UX Overview | 14/06/2012
    • 16. Why create a mobile site? mCommerce Android sites can Reach Findability upsurge work Why create a Google Play App Shelf life mobile site? App App features promotion No approval in mobile Links eg. Name & process sites iconhttp://mashable.com/2012/06/06/mobile-site-mobile-app-infographic/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mashable+%28Mashable%2916 Mobile UX Overview | 14/06/2012
    • 17. 2. Understand your users Who are your users? Just I know what browsing I want! Impact on the design guidelines? Prominence of search Depth of navigation Presentation of content17 Mobile UX Overview | 14/06/2012
    • 18. 3. Content delivery - What? Who are your users? Just I know what browsing I want! What are the primary tasks? Web stats Content workshops Ask your users (FG’s, CrowdSource)18 Mobile UX Overview | 14/06/2012
    • 19. Outline  Background  What’s happened since the last mobile breakfast briefing?  Design principles  Current trends in mobile UX – Responsive Design  The future?19 Mobile UX Overview | 14/06/2012
    • 20. Background - Fit For Purpose20 Mobile UX Overview | 14/06/2012
    • 21. Background - Fit For Purpose Navigation first content second What the audience Avoid ‘Getting started’ and ‘Skip Intro’. wants.21 Mobile UX Overview | 14/06/2012
    • 22. 4. Design with mobile considerations Consider the opportunity cost of each design element Display only relevant content. Keep it short and simple. Use the available phone features. – GPS, camera, accelerometer, compass, etc. Make the design interruptible. – Save state often. Make the design self-sufficient. Minimise the interaction cost.22 Mobile UX Overview | 14/06/2012
    • 23. Amazon - How to!  A lot of content has been removed.  Amazon’s mobile site, and the navigation has been tremendously cut down.  Instead of being able to browse through Amazon’s offerings, the user is taken to a landing page focused on a few book covers instead.23 Mobile UX Overview | 14/06/2012
    • 24. Amazon (2)  Simple search box  Auto-suggest  Deals with misspellings  Provides sorting/ filtering options  Keeps checkout short  Provide purchases process length (e.g. step x of y)  Registration process unnecessary  Transactional security24 Mobile UX Overview | 14/06/2012
    • 25. Client example: EmiratesQ: What content is required for the mobile site?
    • 26. Client example: Emirates
    • 27. Neilsen guidelines  Big overlap with desktop rules of thumb:
    • 28. Neilsen guidelines - Unique to mobile
    • 29. What makes a usable mobile interface? 1. Meet users needs quickly – Mobile browsing is most often for ‘immediate’ information – directions, phone numbers, addresses or instant entertainment. – A usable mobile interface would make finding information ‘and using it’ a quick simple process. – If possible, predict the desired information, links, such as ‘call them’, email or map links etc. – RESEARCH YOUR USERS! 2. Dont repeat the navigation on every page – Page real estate is particularly precious on a mobile devices screen. – Where as normal WebPages display the navigation options on each and every page, this is not always a viable option on a mobile device.29 Mobile UX Overview | 14/06/2012
    • 30. What makes a useable mobile interface? 3. Clearly distinguish selected items – Navigation is more difficult on mobile devices, the cursor not only selects items but also scrolls down pages - The cursor must move quick enough to travel the entire screen at a reasonable rate for navigation, but also slow enough for the user to be able to select items within the page – Selected items should stand out from everything else – by changing font, colour, size, borders etc. Dont forget the effect of background colour (and other page design factors) 4. Make user input as simple as possible – Text input is limited on mobile devices and therefore should be avoided where possible. – Instead, offer the user the option to browse from existing options/categories. – Text input can be offered as a backup where necessary.30 Mobile UX Overview | 14/06/2012
    • 31. What makes a useable mobile interface? 5. Only show essential information – As screen size is a major issue, information sent should be prioritised in terms of what is most valued/required. – Only essential information should be provided to allow more effective use of the limited page real estate, but also as the rate charged for downloading page content can vary. – By avoiding sending unnecessary content, the desired information will be easier to find and cost less for the user. 6. Place basic browsing controls on the page – As navigation is tricky, and real estate is at a premium, the navigation options that are offered need to be as effective as possible. – These are often website and function specific, but in general, back to homepage /results(new search), back (1 page), next page are the minimum (and maximum) navigation that is often required.31 Mobile UX Overview | 14/06/2012
    • 32. Information architecture If your app/site makes sense on the web which features and content belong on mobile web? – Limit categories to roughly 5. – 10 links can map to access keys. – Keep navigation levels to a minimum (5 max). – Regularly update link ordering based on traffic. – Ensure at least 1 content item per category.32 Mobile UX Overview | 14/06/2012
    • 33. What makes a useable mobile interface?33 Mobile UX Overview | 14/06/2012
    • 34. App trends - Gestures34 Mobile UX Overview | 14/06/2012
    • 35. 5. Test & Refine - Test rigs - ‘Sleds’35 Mobile UX Overview | 14/06/2012
    • 36. Halfords Case Study Execution:  Visitors browsing to Halfords.com via any mobile device are now automatically directed to the new mobile platform, where they can search for products, read customer reviews, make product comparisons, locate their nearest store that stocks that product, then choose from Home/Work Delivery, Order & Collect (Free to Store) or Reserve & Collect.  When using the mobile site, customers can choose to pay by credit/debit card or PayPal, the same payment methods supported by Halfords.com.  Halfords was the first mass UK retailer to offer PayPal as a mobile payment method.  The site also has some unique touches. When browsing you are then asked for your registration or make and model of car and the system automatically finds the right parts for your car. Results:  Since the launch of the mobile site, the retailer has seen mobile visitor numbers increase to 8% of Halfords’ dotcom total.36 Mobile UX Overview | 14/06/2012
    • 37. Outline  Background  What’s happened since the last mobile breakfast briefing?  Design principles  Current trends in mobile UX – Responsive Design  The future?37 Mobile UX Overview | 14/06/2012
    • 38. Responsive designs - What Is It?  Neilsen: ‘Good mobile user experience requires a different design than what’s needed to satisfy desktop users. Two designs, two sites, and cross-linking to make it all work.’ – Wrong! – Why? – Responsive Design…..38 Mobile UX Overview | 14/06/2012
    • 39. Responsive designs - What Is It?  ‘Utilising CSS3, HTML5, JavaScript and modern browser features to display HTML content in the most suitable format for the viewport requesting the content.’ I prefer…  Your site will look good across smartphones, tablets, small monitors and large displays using single code.39 Mobile UX Overview | 14/06/2012
    • 40. Responsive designs - Good idea?  Responsive designs essentially hide content on smaller screens that would otherwise be visible on desktop/laptop screens.  This strategy implicitly assumes mobile sites should have less content than their desktop counterparts.  Also, its almost always a bad idea to send a full desktop sites worth of mark-up, CSS, JS, and images to devices that wont use all of it and might have limited connectivity.  What is wrong is building a site without data on how people expect and want to use it on a mobile device.40 Mobile UX Overview | 14/06/2012
    • 41. Responsive designs - Good idea? Q: Are the tasks performed cross-platform the same? Yes No Responsive Dedicated Mobile Designs Site Factors: Factors: Less customisation Fully customised Reduced support Fully supported Imperfect Design ‘Ideal’ layout41 Mobile UX Overview | 14/06/2012
    • 42. Responsive designs - Good idea?  Less Maintenance  Search Engine Optimization  Better User Experience?  Conversion Optimisation  Web Analytics / Tracking42 Mobile UX Overview | 14/06/2012
    • 43. Responsive designs - How to! http://www.blastam.com/ http://www.bostonglobe.com/ http://www.pelicanfly.co.uk/ http://starbucks.co.uk/43 Mobile UX Overview | 14/06/2012
    • 44. Responsive designs - Good idea?  There are times when it makes sense to have a separate mobile website. – Your separate website is so small, it’s easy to maintain. – You are creating a mobile only landing page. – The mobile version of the site really needs to be that different. Amazon and eBay? – You really want to focus on trimming the content down for mobile users. – You’d like the mobile website to look more like a mobile app.44 Mobile UX Overview | 14/06/2012
    • 45. Tablet design…..well the iPad  No need to rely on one orientation. – Many apps only work in landscape. Natural location of the ‘home’ button.  Do not view the large iPad screen as an invitation to bring back all the functionality you removed from your iPhone application. – Ensure touchpoints are discoverable. – Consider touchpoint size (visible vs. actual) and proximity.  Despite CloudOn the iPad is still mostly used for email, video, reading and gaming.45 Mobile UX Overview | 14/06/2012
    • 46. Outline  Background  What’s happened since the last mobile breakfast briefing?  Design principles  Current trends in mobile UX – Responsive Design  The future?46 Mobile UX Overview | 14/06/2012
    • 47. What’s next?  Monetisation  Security  Targeting & personalisation  HTML 5  In-App analytics47 Mobile UX Overview | 14/06/2012
    • 48. Thank you For further information, please contact: Mark Westwater Senior UX Consultant User Vision 55 North Castle Street Edinburgh EH2 3QA Tel: 0131 225 0856 Email: mark@uservision.co.uk Web: www.uservision.co.uk48 Mobile UX Overview | 14/06/2012

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