Critical insights into mobile product usability


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In this 60-min webinar, we discuss:

- Key points for integrating mobile
- Mobile users usage and behavior
- Highlights: best practices for mobile design
- Mobile research methods

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  • Critical insights into mobile product usability

    1. 1. Critical Insights for MobileProduct Usability#uzwebinar Kim Oslob Scott Nelles
    2. 2. SpeakersKim Oslob Scott NellesVP, UX Client UX Sales ManagerServices UserZoomUserZoom
    3. 3. UserZoom All-in-one research platform and consulting services Cost-effectively manage UX and CX, through the entire product life cycle on both PC and Mobile platforms Based in Silicon Valley with international offices in Spain, UK and Germany
    4. 4. Usability, Design and IA
    5. 5. Market & Mobile Research
    6. 6. Agenda Before you design Mobile users usage and behavior Highlights: best practices for mobile design Mobile research methods
    7. 7. Before you design
    8. 8. Before you design Understand who are your potential users – define personas Know where and when they will use your product –define use cases Understand users needs and how the site or app fulfills these needs
    9. 9. Before You Design Design for the screen size you are deploying on – remember optimization is key in mobile design Simplicity is key! Mobile site or app?
    10. 10. Mobile Site or Native App? Mobile Site Native App Limited functionality  Richer interaction Works across various  Device specific devices versions Requires an internet connection  Can access data Easier to update sites offline Shareable through a  Update must be link pushed out  Cannot be shared as easily
    11. 11. Audience Participation How many of you use an iPhone vs Android vs Blackberry?
    12. 12. Mobile behavior and usage
    13. 13. Mobile UsageMobile phones are the most adopted technology in historySmartphone usage is growing rapidly globally:  55% penetration in the US (2012)  51% share in the Europe (2011)  45% penetration in Canada (2011)  19% in APAC/wide variations by country (2011)
    14. 14. Mobile UsageSmartphones have become the preferred method for accessing popular social media and business platforms:  53% of Facebook traffic is via mobile as of May 2012  60% of Sales people hits is via mobile as of May 2012  60% of doctors use a tablet in their practiceInternet is accessed via mobile more often than computer in China
    15. 15. Eighty-Six percent use mobile devices while watching TVMelanson, Mike. (January 2011). Yahoo: 86% Use Mobile Devices While Watching TV Retrieved from
    16. 16. …Big at Home, When Watching TV, While running ErrandsSterling, Greg. (March 2011). Mobile Search Use Stats: Big at Home, When Watching TV, WhileRunning Errands. Retrieved from
    17. 17. Mobile behaviorMobile users … Behave differently on a mobile website and app than they do on a computer Multi-task while interacting with their phone or pad Have many distractions while interacting with their phone or pad (e.g. Conversations, watching t.v., children, using the computer, etc.)
    18. 18. Mobile behavior cont…Mobile users … Do not spend hours in the same app or on a website as the do on a computer Use swipe and touch/tap instead of click
    19. 19. Highlight of mobile design best practices
    20. 20. Audience ParticipationReply in Chat:What is the most useful app on your phone and why?
    21. 21. UI guidelines* IOS Human Interface Guidelines Android User Interface Guidelines
    22. 22. Consistency in the UI and designUsers expect their experience to be the same or similar across all apps on their mobile OSUse standard controls built into the OS rather than re-designing or assigning
    23. 23. Optimize for mobile Do not just duplicate your pc website, optimize and design for the smaller screen Avoid horizontal scroll and limit vertical scroll
    24. 24. Screen Real Estate Only show what you need to show on the screen All other critical actions go to the action overflow
    25. 25. Screen Real Estate Many apps still use the Menu button
    26. 26. Create realistic looking appsUser like apps to look realistic and behave realistically.
    27. 27. Create realistic looking apps
    28. 28. Task Focused Important actions salient and predictable Let your users decide what they need and how they need it
    29. 29. Provide Utility Provide immediate value Leverage location based services when possible
    30. 30. Mobile UX Research Methods
    31. 31. Mobile Research Methods Focus Groups Mobile Surveys (Text, email, push notification, geo fencing, geo targeting, QR codes) One on one Usability Testing Mobile app or site intercept survey (video) Unmoderated remote mobile testing
    32. 32. Task-based Mobile Usability Testing • Expected End of February 2013 • Remote Unmoderated (Quantitative) • Live mobile websites & Prototypes • Android & iOS • Collect Success/Efficiency Ratios/Survey data & behavioral data • Video Session Replay Q2/Q3 2013
    33. 33. Keys when testing mobile Test mobile tasks first prior to out in the wild testing. This will help you uncover low hanging fruit. Follow up task testing with in context testing (natural environment and collecting data in the moment) Demographic and location is key
    34. 34. RaffleKim Oslob Scott NellesVP of UX Client Svs. UX Sales ManagerPhone: +1 (408) 524 -7446 Phone: +1 (408) 675-5370Email: Email:
    35. 35. Questions?Kim Oslob Scott NellesVP of UX Client Svs. UX Sales ManagerPhone: +1 (408) 524 -7446 Phone: +1 (408) 675-5370Email: Email: