Pass the i pad please - 5 Lessons for Creating Great Tablet Experiences


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As the tablet market continues to grow, so does the need to keep pace with the interaction challenges and opportunities these devices provide. The tablet platform raises unique challenges for developing and testing digital experiences. As a guide for user experience professionals, developers, designers, and product managers, AnswerLab has identified three key trends across our tablet UX research and will provide five lessons for creating tablet experiences, as well as best practices for conducting tablet research.

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Pass the i pad please - 5 Lessons for Creating Great Tablet Experiences

  1. 1. Pass the iPad, Please:Five Lessons for CreatingGreat Tablet ExperiencesBrennan BrowneAnswerLab Senior UX ResearcherPresented to BayCHI: March 20, 2012 1
  2. 2. The world’s leading brands partner with AnswerLabAnswerLab: The UserExperience Research Leader• Founded: 2004• Headquarters: San Francisco• Trusted by global market leaders• Regularly asked to speak at industry events• Fastest growing research firm 3 years in a row• Fastest growing research firm 3 years in a row 22
  3. 3. Today’s Presenter Brennan Browne Senior UX Researcher, AnswerLab • Expertise in quantitative and qualitative methods, across web and mobile devices • Has led hundreds of user interviews for companies such as ESPN, Zynga, Wal-Mart, and Genentech • Recently published in UX Magazine: Five Lessons From A Year of Tablet UX Research 3
  4. 4. Today’s Discussion 3 Trends 5 Lessons 4
  5. 5. iPad & AnswerLab Tablet Research Timeline September 2010 June 2011 October 2011 November 2011 EthnographicApril 2010 Research eCommerce Mobile App eCommerce & iPad (Financial Services Research Research Health ResearchReleased & Sports) (Retail) (Health Services) (Retail) May 2010 April 2011 April 2011 November 2011 General Cross-Platform Tablet Security iPad Search Research Sync Research Research Research (AnswerLab) (Browsers) (Digital Security) (Online Search) January 2012 January 2012 March 2012 March 2012 Ethnographic eCommerce Cross-Platform Shopping Tools Research Research Research Research(Financial Services) (Retail) (Online Gaming) (Automotive) 5
  6. 6. Trend #1Trading ComputerTime for Tablet Time 6
  7. 7. “easy fun ”“convenient ”“ ” 7
  8. 8. Tablet = Go Anywhere Convenience Tablet usage Computer usage 8
  9. 9. The Tablet is Portable vs. Mobile 9
  10. 10. Tablet Interactions = More Amazon iPad App • Swipe through pages 10
  11. 11. Tablets – Not JUST FunNot just for entertainment, tablets are being used for: – Banking – Reviewing & editing work documents – Research – Internal enterprise 11
  12. 12. Device Usage Driven More by Intent than Location I want to check I want to immerse I want to manage 12
  13. 13. Device of Choice is Often the ClosestOne 13
  14. 14. Trend #2The Tablet &Shared Experiences 14
  15. 15. Tablets are Shared Among FamilyMembers 15
  16. 16. Apps Compensate for Multi-UserScenariosThe Facebook tablet appmanages multiple user profiles 16
  17. 17. Greater Security Concerns with Tablet than PC• Less tech-savvy users• Portability and potential loss of financial info, shopping, stored passwords 17
  18. 18. Trend #3Apps vs. Web 18
  19. 19. Apps Must Deliver More than Web ExperienceTablet users… -Instinctively go to a browser first -Users expect full web access vs. a mobile redirect -Know they will get a better browser experience than on mobile phone 19
  20. 20. Example of Good App vs. WebExperience: ESPNApp offers: -Customizable -Persistent login -Layout mimics iOS, not website -Video content 20
  21. 21. Immersive = Content + Interface +Interaction I want to check I want to immerse I want to manageTablet experiences need to address this immersive mode 21
  22. 22. App Pitfalls Where an app can fail: -Limiting information required to complete tasks (e.g. product details) -Sending users back to the web 22
  23. 23. Universal Apps Promote Discoverability• Users who first installed an iPhone version may not check for an iPad version• “Mobile” in app title can lead to confusion NPR mobile app on an iPad NPR iPad app (designed for iPhone) 23
  24. 24. 5 LessonsFor Creating GreatTablet Experiences 24
  25. 25. 5 Lessons for Creating Tablet Experiences 1.Small Laptop, not Big Phone 2.Full Web 3.Content over Context 4.Shared Device 5.Security Fears 25
  26. 26. 1: Small Laptop, not Big PhoneThe iPad is viewed as more of a small computer than a big iPhone, soapps should be designed to provide a fast, intuitive, and full-featuredexperience that is fun to use, and that beats the Web. 26
  27. 27. 2: Content over ContextPeople use their iPads as extra-portable laptops, but don’t necessarilybring them with them everywhere. This means that in the iPad’s currentstate, location-specific experiences are secondary to core functionality,rich content, and a superb interface.However, look for tablet owners to increasingly take their devicesoutside their homes or work environments as the proliferation rate ofmobile broadband increases in the coming years. 27
  28. 28. 3: Full WebWhen browsing the Web, users expect to access the full version ofwebsites, so ensure that your site is optimized to deliver a greatexperience on the iPad in addition to on traditional computer platforms.For example, input fields should include the appropriate HTML5 tags tostreamline information entry on the iPad by serving up the appropriateiPad keypad. 28
  29. 29. 4: Shared DeviceThe fact that the iPad serves as a shared device (without iOS supportfor multiple users) presents unique challenges, so be sure to considerhow features and use cases (e.g., one-click purchases) may beaffected by multiple users sharing a single device. 29
  30. 30. 5: Security FearsSecurity is a major concern for iPad users as many are still unfamiliarwith the platform. Plan accordingly and be aware that users may beless likely to log in or enter their personal information when using atablet device. 30
  31. 31. Conducting TabletResearch 31
  32. 32. Lab Setup: General Considerations– Recording software– User camera– Remote viewing 32
  33. 33. Recording & Observer Experience 33
  34. 34. Screen Capture or Camera? vs. 34
  35. 35. Direct Screen CaptureIf you’ve ever watched a Steve Jobs keynote, you’ve seen this in action 35
  36. 36. Screen Capture Pros & Cons Pros Cons– Best image quality – Does not work with all devices– Portable – iPhone: limited options without jailbreaking– Inexpensive – Does not capture physical interactions with device – Passwords, sensitive information cannot be hidden 36
  37. 37. Camera Options DocumentVideographer Sled Camera 37
  38. 38. Camera – Overall Considerations– Demos / Rentals– Hot Zone– Lighting 38
  39. 39. Videographer Pros & Cons Pros Cons– Works with any mobile device – Cost (two people)– Captures physical interaction with – Screen may be difficult to see device – Need for constant zooming /– Flexible & portable panning – Videographer may make participants less comfortable 39
  40. 40. Videographer Output 40
  41. 41. Sled Pros & Cons Pros Cons– Fixed, high-resolution screen – Won’t work with all devices image – Limits user’s ability to switch– Captures physical interaction with orientations or use slide-out device keyboard– No videographer required – Adds weight to mobile device– Very portable – Hard for participants to hide passwords, sensitive information 41
  42. 42. Sled Output 42
  43. 43. Document Camera Pros & Cons Pros Cons– Works with almost any device in any orientation – Price (ask for a demo or rental)– Captures physical interaction with device – Screen image not as perfect as with direct screen capture– High-resolution camera– No videographer required – Not well-suited for field studies– Reminds users where to hold device– Easy for participants to hide passwords, sensitive info 43
  44. 44. Document Camera Output 44
  45. 45. Questions?For follow-up questions about AnswerLab userexperience research services, 45