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Designing the Mobile
User Experience
Nick Babich, UX Yerevan 2018
2
@101babich UX Yerevan 2018
DesignbyAramaztKalayjian
Here is what we will cover
Why mobile is important
Key design considerations
The danger of feature creep
Mobile trends
@101babich UX Yerevan 2018
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Why mobile?
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UX Yerevan 2018@101babich
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UX Yerevan 2018@101babich 7
@101babich UX Yerevan 2018
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June 29, 2007
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What happened?
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UX Yerevan 2018@101babich
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@101babich UX Yerevan 2018
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Three
Key
Changes
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#1
UX Yerevan 2018@101babich
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UX Yerevan 2018@101babich
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Smartphones
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Smartphones
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Mobile phones
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#2
UX Yerevan 2018@101babich
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Lets play a game
UX Yerevan 2018@101babich
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5.1 billion
@101babich UX Yerevan 2018
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5.1 billion mobile
phone users
worldwide
@101babich UX Yerevan 2018
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By 2020 we will have 6B adults and
92% will cary smartphones
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68%
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68% of time is spent
on mobile
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2 hours, 51 minutes
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86 hours in month
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@101babich UX Yerevan 2018
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Universal tool
UX Yerevan 2018@101babich
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Mobile is go-to for
problem solving tasks
@101babich UX Yerevan 2018
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People go to mobile first
when they need to solve
a problem
@101babich UX Yerevan 2018
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#3
UX Yerevan 2018@101babich
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The concept of
mobile app was born
UX Yerevan 2018@101babich
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Mobile apps are
modern products
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@101babich UX Yerevan 2018
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2.8M 2.2M UX Yerevan 2018@101babich
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Key
Mobile
Considerations
UX Yerevan 2018@101babich
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Problem #1
High cognitive load
UX Yerevan 2018@101babich
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Cognitive load, or amount of
mental processing power needed
to use your app. It affects how
easily users find content and
complete tasks.
@101babich UX Yerevan 2018
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#1. Visual clutter in UI
@101babich UX Yerevan 2018
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Too many objects
competing for user
attention
@101babich UX Yerevan 2018
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Solution:
Cut out the clutter
@101babich UX Yerevan 2018
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Users have a
clear path
@101babich UX Yerevan 2018
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! Keep content to a minimum (present the
user with only what they need to know).
! Keep interface elements to a minimum.
A simple design will keep the user at
ease with the product.
@101babich UX Yerevan 2018
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Techniques
●Complexity reduction (include only top-
priority features)
●Chunking (break tasks into bite-sized
chunks)
●Progressive disclosure
@101babich UX Yerevan 2018
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Design by Marvel
Chunking
(bite-sized
chunks)
@101babich UX Yerevan 2018
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Design by Ramotion
Progressive
disclosure
@101babich UX Yerevan 2018
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#2. Lack of strong
visual signifiers
@101babich UX Yerevan 2018
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Visual signifiers indicate the
possibility of action or importance
of certain UI object
@101babich UX Yerevan 2018
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•Use visual weight to convey
importance
•Provide feedback on interaction
@101babich UX Yerevan 2018
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Airbnb uses
visual weight to
convey
importance
@101babich UX Yerevan 2018
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Buttons respond
on user
interaction with
appropriate
visual feedback
@101babich UX Yerevan 2018
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Image by Vadim Gromov
#3. Using
unconventional patterns
@101babich UX Yerevan 2018
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DO NOT
reinvent the
wheel!
@101babich UX Yerevan 2018
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Solution:
Create familiar experience
@101babich UX Yerevan 2018
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Design by Ramotion
@101babich UX Yerevan 2018
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Use familiar
navigation
components
#3. Lack of help &
support
@101babich UX Yerevan 2018
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Can you tell
what to do to
fix this
problem?
@101babich UX Yerevan 2018
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Solution:
Design for failure
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Any time you anticipate
individual needs, the
interaction will be valuable to
both company and consumer
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#4. Using jargon and
technical terms in UI
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Jargon in
‘Home
Search’
category
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Commonly
used labels in
‘Home
Search’
category
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@101babich UX Yerevan 2018
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#5. Introducing
inconsistency in UI
design
@101babich UX Yerevan 2018
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●Visual consistency
●Functional consistency
●External consistency (app is consistent
with other products)
Three types of consistency
@101babich UX Yerevan 2018
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What to do to make the app consistent
● Respect platform guidelines
● Do not mimic UI elements from other
platforms
● Keep the mobile app consistent with the
website
@101babich UX Yerevan 2018
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#6. High learning curve
during first-time
experience
@101babich UX Yerevan 2018
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The average app loses 77% of its
daily active users within the first
3 days post-install
Research by Andrew Chen
@101babich UX Yerevan 2018
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Solution:
Great first impression
@101babich UX Yerevan 2018
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Image by Joshua Porter
@101babich UX Yerevan 2018
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Techniques
● Contextual onboarding
● Progressive disclosure
@101babich UX Yerevan 2018
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@101babich
Contextual
onboarding in
Duolingo app
UX Yerevan 2018
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#7. Bombarding users
with permission requests
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Solution:
Ask for permission in the
context of action
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How to ask for
permissions
Image by Google
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Cluster create
context before
asking for
permissions
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Problem #2
The need of typing
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Typing on a small mobile screen
isn’t the most comfortable
experience. In fact, it’s often
error-prone.
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Solution:
Minimize need of typing
@101babich UX Yerevan 2018
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Techniques
●Minimize total number of fields
●Use input masks
●Matching keyboard to the field
●Auto-complete fields
●Inline validation
@101babich UX Yerevan 2018
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Minimize
number of
fields
Image by Luke W
@101babich UX Yerevan 2018
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Provide
input masks
@101babich UX Yerevan 2018
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Match the
keyboard to
the required
text input
@101babich UX Yerevan 2018
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Use auto-
complete
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Auto-
complete
paired with AI
@101babich UX Yerevan 2018
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Use inline
validation
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Problem #3
Uncomfortable interactions
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#1. Small touch targets
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Design for
fingers, not
cursors
@101babich UX Yerevan 2018
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10 x 10 mm
is good touch
target
@101babich UX Yerevan 2018
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Spacing
between
elements
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#2. Not considering
thumb zone
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49% of people
hold their
smartphones
with one hand
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Consider
thumb zone
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#3. Accessibility issues
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4.5% of the global
population experience
color-blindness (that is 1 in 12
men and 1 in 200 women)
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Small typeface
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106
Text should not be smaller than
11 points, even when the user
chooses the extra-small text size.
@101babich UX Yerevan 2018
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Be very careful with
animations and motion. Try to
make animations optional.
@101babich UX Yerevan 2018
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Problem #4
User Journey Blockers
UX Yerevan 2018@101babich
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#1. Too many steps
required to achieve a goal
@101babich UX Yerevan 2018
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Solution:
Minimize the number of taps
@101babich UX Yerevan 2018
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Biometric
authentication
Image by Chase Bank
@101babich UX Yerevan 2018
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#2. Blocking user flow
@101babich UX Yerevan 2018
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Design by Vitaly Dulenko
Too many
interruptions
happen
along the
way
@101babich UX Yerevan 2018
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People use mobile apps to get
something done, quickly. They
don’t want to be interrupted.
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#3. Unpredictable ‘Back’ button
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Back button should one-
step back button
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#4. App does not keep user progress
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Mobile experience is interruptive
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UX Yerevan 2018@101babich
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#5. Unable to switch
device to continue journey
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37% of users do research on
mobile but switch to desktop
to complete a purchase
@101babich UX Yerevan 2018
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Solution:
Make it possible to save state and
continue a journey on other device
@101babich UX Yerevan 2018
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Techniques
●Save for later
●Share the item (email)
@101babich UX Yerevan 2018
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#6. No offline experience
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Pinterest does
not cache my
existing boards.
@101babich UX Yerevan 2018
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●Make sure your product works
when it isn’t connected to the
Internet at all
●Caching data
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Feature Creep
UX Yerevan 2018@101babich
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129
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Hippo Effect
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More features ≠ More value
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#1
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KISS
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Illustration by Anton Nikolov
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#2
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RPT Model
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R Research
P Prototype
T Test
@101babich UX Yerevan 2018
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Prototype and validate
your design decisions
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#3
UX Yerevan 2018@101babich
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Set a feature list and stuck
to it. Don't fall victim to
feature creep
@101babich UX Yerevan 2018
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Illustration by Intercom
UX Yerevan 2018@101babich
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Storyboarding can help
during feature debates
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@101babich UX Yerevan 2018
Illustration by Chelsea Hostetter
148
Mobile Trends
UX Yerevan 2018@101babich
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@101babich
#1
UX Yerevan 2018
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Augmented Reality (AR)
UX Yerevan 2018
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@101babich UX Yerevan 2018
@101babich
Why AR and not VR?
UX Yerevan 2018
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153UX Yerevan 2018@101babich
Using AR
Lenses in
Snapchat
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Google Lens
feature called
style match
@101babich UX Yerevan 2018
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@101babich UX Yerevan 2018
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@101babich
#2
UX Yerevan 2018
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Artificial Intelligence (AI)
158
@101babich UX Yerevan 2018
@101babich
Smarter personalization
UX Yerevan 2018
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@101babich UX Yerevan 2018
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Google News:
keep up with
news you
care about
@101babich
Emotional experience
UX Yerevan 2018
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Face tracking
and expression
analysis in
mobile apps
Image by FacioMetrics (Facebook)
@101babich UX Yerevan 2018
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Pplkpr provides
recommendations
based on our
emotions.
164
@101babich UX Yerevan 2018
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Image labeling
Barcode scanning
Text recognition (OCR)
Landmark detection
Face detection
@101babich
#3
UX Yerevan 2018
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Gestures
UX Yerevan 2018
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@101babich UX Yerevan 2018
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@101babich UX Yerevan 2018
Even the most
basic interactions
with a device
are gesture-based
now
@101babich UX Yerevan 2018@101babich UX Yerevan 2018
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@101babich
#4
UX Yerevan 2018
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Rounded corners
UX Yerevan 2018
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@101babich UX Yerevan 2018
@101babich UX Yerevan 2018
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@101babich
#5
UX Yerevan 2018
173
JOMO
174
@101babich UX Yerevan 2018
@101babich UX Yerevan 2018
175
@101babich
The Joy of Missing Out
UX Yerevan 2018
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@101babich UX Yerevan 2018
177
178
UX Yerevan 2018@101babich
179
“Good design is innovative. Good design must be
useful. Good design is aesthetic design. Good design
makes a product understandable. Good design is
honest. Good design is unobtrusive. Good design is
long-lasting. Good design is consistent in every
detail. Good design is environmentally friendly. And
last but not least, good design is as little design as
possible.”
― Dieter Rams
@101babich UX Yerevan 2018
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181
Thank you!
@101babich
UX Yerevan 2018

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Designing the Mobile User Experience