Designing for Immediacy
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Mobile is continuing to change the way we interact with services. More and more we expect our experiences to be relevant, fast and frictionless. This presentation examines some work on Hotels.com's apps that tackles designing for immediacy.
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Designing for Immediacy
- 1. Confidential - do not distribute Designing for immediacy Andy Braxton – Director, Mobile Product Design 15 April 2016
- 2. Confidential - do not distribute About me 2 Andy Braxton Director, Mobile Product Design Hotels.com (An Expedia Inc Brand) abraxton@hotels.com @brackers
- 3. Confidential - do not distribute Global hotel and vacation rental specialist 85 sites in 60 countries 50 million app downloads 4.5+ star rating on both iOS and Android app stores Our apps serve our most loyal customers About Hotels.com™ 3
- 4. Confidential - do not distribute 4 Designing for immediacy
- 5. Confidential - do not distribute 5 Mobile continues to change the way we interact with services.
- 6. Confidential - do not distribute 6 Our day is punctuated by a series of moments
- 7. Confidential - do not distribute 7 Spontaneity Booking for same day or next day
- 8. Confidential - do not distribute 8 More interactions Faster interactions
- 9. Confidential - do not distribute 9 Immediacy Relevant Fast Frictionless
- 11. Confidential - do not distribute 11 Android home screen refresh
- 12. Confidential - do not distribute 12 Understanding needs
- 13. Confidential - do not distribute 13 Scenario mapping
- 14. Confidential - do not distribute 14 Flexible content structure + logic
- 15. Confidential - do not distribute 15
- 16. Confidential - do not distribute 16 Offline usage
- 17. Confidential - do not distribute Enabler: Signing in 17
- 18. Confidential - do not distribute 18 Enabler: Customer data
- 19. Confidential - do not distribute 19 Flexible UI Toolkit Enabler: Flexible UI toolkit
- 20. Confidential - do not distribute - Understand context and needs - Plan to pre-empt needs (exhaustively!) - Create flexible frameworks - Bonus: Connect your UX team to API teams upstream Designing for relevance 20
- 22. Confidential - do not distribute Open app Book 22
- 23. Confidential - do not distribute 23 Response times 0.1s The limit for feeling instantaneous The limit for not interrupting user’s thought process The limit for keeping a user’s attention 1s 10s Jakob N, 1993 https://www.nngroup.com/articles/response-times-3-important-limits/
- 24. Confidential - do not distribute 24 Time a typical use of your Wear app. If using it takes more than 5 seconds, you should think about making your app more focused. Design Principles for Android Wear, Google
- 25. Confidential - do not distribute 25
- 26. Confidential - do not distribute 26 Start up super fast
- 27. Confidential - do not distribute 27 Pushing on optimistically
- 28. Confidential - do not distribute 28 Cacheing
- 29. Confidential - do not distribute 29 Prototyping Enabler: Design Prototyping
- 30. Confidential - do not distribute - Push on optimistically - Create perception of speed - Cache intelligently - Bonus: Motion design Designing for speed 30
- 32. Confidential - do not distribute 32 Late night inventoryLate night check-in
- 33. Confidential - do not distribute 33 Strong patterns in data 1 night Tonight bookings =
- 34. Confidential - do not distribute 34 I would usually just do a quick bit of research as I just need a bed and don't really care as much about the facilities available… Backed up by qual
- 35. Confidential - do not distribute 35 Strong defaults
- 36. Confidential - do not distribute 36 Your app bailed us out on two notable occasions where we were stranded in cities we were completely unfamiliar with Feedback
- 37. Confidential - do not distribute - Understand patterns in data - Create strong defaults - Allow recovery - Bonus: Use intents / Integrate with 3rd parties Designing for zero friction 37
- 38. Confidential - do not distribute Help people enjoy more and work less! 38
- 39. Confidential - do not distribute Thanks! 39 Andy Braxton Director, Mobile Product Design Hotels.com (An Expedia Inc Brand) abraxton@hotels.com @brackers
Editor's Notes
- Hello everyone.
- My name’s Andy Braxton – Director of Mobile Product Design at Hotels.com. I manage a team of product designers specialising in Hotels.com native apps.
- Briefly on Hotels.com apps… Global hotel specialist Our apps have been downloaded more than 50 million times 4.5+ star rating on both iOS and Android app stores (proud of and is one of our key metrics) Our apps serve our most loyal customers (most are Hotels.com Rewards members). So its an interesting contrast to other platforms. A booking is made every 5.4 seconds on apps, which sort of makes me feel a little bit like I should be back at the office chasing up bug fixes.
- So I wanted to talk to you today about Designing for immediacy (END)
- Of course, Mobile continues to change the way we interact with services.
- Our day is punctuated by a series of moments, where we reach for the device nearest to us for to fulfill our needs. Most often our mobile phone. Our expectations of what we can do on a mobile are raising all the time, as new services emerge and the mobile platform matures.
- And mobile has enabled a new kind of spontaneity. There’s plenty of spontaneous behaviour that we observe on Hotels.com apps. For example, 51% of bookings are for same day or next day check-in.
- The way people interact with brands is fragmenting into a larger number of faster interactions.
- And we expect each of these interactions to be relevant, fast and frictionless. And these are key UX principles when thinking about designing for immediacy. I want to take some time today to look at some recent work that we’ve been doing for our apps that touch on these three principles of designing for immediacy.
- Recently we undertook a redesign of our Android home screen. It was pretty dated and not really fit for purpose – it was a static layout that wasn’t really extendable. And above all we wanted to add more relevance.
- First of all we spent some time understanding what we felt were key needs for people opening our app at each stage of the travel lifecycle.
- We then mapped that thinking into a plan for all of these different scenarios, describing what we thought were key user and business goals and ideas for how to serve them.
- We understood pretty quickly that we needed a flexible content structure in order to cater for varying needs across the lifecycle of someone’s trip.
- We exhaustively mapped different contexts and states of content and actions that the user could take in each scenario.
- Recently we undertook a redesign of our Android home screen. It was pretty dated and not really fit for purpose – it was a static layout that wasn’t really extendable. And above all we wanted to add more relevance.
- When we started talking about speed in earnest not too long ago on Hotels.com a colleague reminded me of Jakob Neisen’s wisdom on response times, which he published in 1993 and which he states is based
- I like this from Google’s design principles for Android Wear. If your Wear app takes more than 5 seconds you should think about making your app more focused. So it seems like mobile is driving this limit for attention down. We all bemoan the amount of time we spend on our devices, so it seems a worthwhile aim to reduce the amount of time we need to spend looking at screens.
- Video of opening app = page transitions, skeleton pages, loading bar
- About 18 months ago we were able to start telling our customers which hotels you could check in at between 11pm and 5am, which is good news for people stumbling out of pubs at closing time and who have no idea where they are going to stay tonight. It’s a great one for thinking about creating a frictionless experience – you’re in a pretty urgent situation – so how do we create something really seamless and simple?
- So we began by examining data for bookings for tonight and the early hours of the morning. And we realised there were these strong patterns in the data that we could cue off.
- Pre-empting people’s needs and giving people what they need in a straightforward way means that they can enjoy more and work less.
- My name’s Andy Braxton – Director of Mobile Product Design at Hotels.com. I manage a team of product designers specialising in Hotels.com native apps.