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Four Most Common Mistakes Made on Mobile Sites and Apps Webinar Slides

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Discover the four common reasons why mobile apps and websites fail. These slides will walk you through our OnDemand webinar, Four Mobile Traps.

Our webinar will help you avoid the pitfalls that other companies have fallen into when creating their mobile sites and apps. Watch it now: http://bit.ly/1cwuvVV

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Four Most Common Mistakes Made on Mobile Sites and Apps Webinar Slides

  1. 1. @usertesting @michaelmace
  2. 2. UserTesting.com • The fastest way to get feedback • Methodology: Analyzed thousands of realworld user tests of mobile apps and websites to identify common problems and their root causes @usertesting @michaelmace
  3. 3. About Me • Ten years at Apple, six years at Palm/ PalmSource • Founded two startups • Blog: http://mobileopportunity.blogspot.com @usertesting @michaelmace
  4. 4. Summary • New computing paradigms usually cripple the current leaders • Four mobile traps • Mobile requires new reflexes • Ten steps to success @usertesting @michaelmace
  5. 5. Agenda • Why transitions are dangerous • The four traps • How to avoid the traps @usertesting @michaelmace
  6. 6. @usertesting @michaelmace
  7. 7. Leading applications @usertesting @michaelmace
  8. 8. Leading applications @usertesting @michaelmace
  9. 9. Leading vendors @usertesting @michaelmace
  10. 10. Leading vendors @usertesting @michaelmace
  11. 11. @usertesting @michaelmace
  12. 12. Why? • Users reconsider commitments @usertesting @michaelmace
  13. 13. Why? • Rules of good product design change @usertesting @michaelmace
  14. 14. Why? • Leaders usually underestimate the challenge @usertesting @michaelmace
  15. 15. Agenda • Why transitions are dangerous • The four traps 1. Legacy • How to avoid the traps @usertesting @michaelmace
  16. 16. Legacy • “Porting” your app or website to mobile • Usage flow driven by computer version • Too many or too few features • Broken features @usertesting @michaelmace
  17. 17. PC Education Site @usertesting @michaelmace
  18. 18. PC Education Site @usertesting @michaelmace
  19. 19. @usertesting @michaelmace
  20. 20. Rethink, Don’t Port • Learn the mobile paradigm 1. Best practice: Mobile teams 2. Minimum necessary: Dedicated mobile product manager • Separate what you do from how you do it 1. Windows Mobile vs. Windows Phone • Break down your app 1. What do they need when mobile? 2. Multiple apps? • Focus on the mainstream 80% @usertesting @michaelmace
  21. 21. Agenda • Why transitions are dangerous • The four traps 1. Legacy 2. Fear • How to avoid the traps @usertesting @michaelmace
  22. 22. Smartphone Fears • Hackers 1. Handset company, OS vendor, carrier, app developer @usertesting @michaelmace
  23. 23. Smartphone Fears • Hackers 1. Handset company, OS vendor, carrier, app developer • Accidentally opting in @usertesting @michaelmace
  24. 24. Smartphone Fears • Hackers 1. Handset company, OS vender, carrier, app developer • Accidentally opting in • Automatic social posts @usertesting @michaelmace
  25. 25. We All Pay @usertesting @michaelmace
  26. 26. Quotes • “I’m not going to like or dislike.” • “As soon as I’m done with this test I’m going to be checking on Facebook to see what kind of posting it did.” • “What are ‘social choices’? Are those apps I have to use with other people, or apps my friends shared with me?” Greg Nudelman, Android Design Patterns @usertesting @michaelmace
  27. 27. Securing Personal Information @usertesting @michaelmace
  28. 28. What to Do • Use trustmarks • Display the opt-ins • Give absolute social clarity @usertesting @michaelmace
  29. 29. Doing Notification Right • Any.DO Facebook login @usertesting @michaelmace
  30. 30. Agenda • Why transitions are dangerous • The four traps 1. Legacy 2. Fear 3. Confusion • How to avoid the traps @usertesting @michaelmace
  31. 31. Sources of Confusion • Unreadable elements 1. Too small @usertesting @michaelmace
  32. 32. Sources of Confusion • Unreadable elements 1. Too small 2. Low contrast: Sunlight, saving batteries This text may disappear in direct sunlight This text may disappear in direct sunlight @usertesting @michaelmace
  33. 33. Sources of Confusion • Unreadable elements 1. Too small 2. Low contrast: Sunlight, saving batteries This text may disappear in direct sunlight This text may disappear in direct sunlight @usertesting @michaelmace
  34. 34. Sources of Confusion • Unreadable elements 1. To small 2. Low contrast: Sunlight, saving batteries • Unusable elements @usertesting @michaelmace
  35. 35. Sources of Confusion • Unreadable elements 1. To small 2. Low contrast: Sunlight, saving batteries • Unusable elements @usertesting @michaelmace
  36. 36. Sources of Confusion 2 • Cryptic buttons and text • Slow response • Lack of help • Unintuitive success path 1. “What am I supposed to do?” • Beauty vs. productivity @usertesting @michaelmace
  37. 37. Confusing Terms & Buttons @usertesting @michaelmace
  38. 38. Icon Confusion @usertesting @michaelmace
  39. 39. Bad News • Where there is no standard, Icons are just pretty pictures • Gestures and swipes too @usertesting @michaelmace
  40. 40. Unresponsive @usertesting @michaelmace
  41. 41. What to Do • Functionality is the highest form of beauty • Avoid confusing UI 1. When in doubt, use text 2. Avoid multilevel menus • Respond instantly 1. Button and window animation mask delays • Great help 1. Context sensitive, searchable, always available @usertesting @michaelmace
  42. 42. Help Done Right: WebMD @usertesting @michaelmace @usertesting @michaelmace
  43. 43. Help Done Right: Snapseed @usertesting @michaelmace
  44. 44. Agenda • Why transitions are dangerous • The four traps 1. Legacy 2. Fear 3. Confusion 4. Boredom • How to avoid the traps @usertesting @michaelmace
  45. 45. Mobile = Short Attention Span Theatre @usertesting @michaelmace
  46. 46. Top Turnoffs • What’s the point? • Too hard to learn • Too many social prompts • Too many or too few controls • B-o-r-i-n-g @usertesting @michaelmace
  47. 47. Tone of Voice @usertesting @michaelmace
  48. 48. Web App Design Ship an embarrassingly primitive version Where do we lose people? Build a fix Guess why @usertesting @michaelmace
  49. 49. Web App Design Ship a slightly less embarrassing version Where do we lose people? Build a fix Guess why @usertesting @michaelmace
  50. 50. Mobile App Design Ship an embarrassingly primitive version Get trashed in the App Store Desperately try to fix it “Mobile isn’t a good match for our business” @usertesting @michaelmace
  51. 51. What to Do • Don’t test only for usability, test for emotional engagement 1. Quantitative and qualitative research • Test before you ship @usertesting @michaelmace
  52. 52. Agenda • Why transitions are dangerous • The four traps 1. Legacy 2. Fear 3. Confusion 4. Boredom • How to avoid the traps @usertesting @michaelmace
  53. 53. How to Integrate User Tests • Three-screen user testing (smartphone, tablet, computer) • Apps turned every week @usertesting @michaelmace
  54. 54. Rethink, Don’t Port 1. Rethink for mobile 2. Design for the mainstream 3. When in doubt, use text 4. Avoid multilevel menus 5. Make it work, then make it pretty 6. Respond instantly 7. Give superb help 8. Show them that they’re safe 9. Avoid social anxiety 10. Test early, test often @usertesting @michaelmace
  55. 55. • For a free test: http://bit.ly/MobileTrapSurvey • Download the whitepaper: http://info.usertesting.com/ TheFourMobileTraps.html • mike@usertesting.com @usertesting @michaelmace

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