1.
Shopping Apps-
5 rules of a perfect user experience
Hamburg, 17. May 2011
Dienstag, 17. Mai 2011

2.
By 2014
12%
of all e-commerce
transactions will
be made with a
smartphone*
* Gartner study
Dienstag, 17. Mai 2011

3.
This is great...
Dienstag, 17. Mai 2011

4.
But here is the shocking reality
of mobile commerce
Dienstag, 17. Mai 2011

5.
I gave my girlfriend my phone
and asked her to buy a
classical star trek DVD
Dienstag, 17. Mai 2011

6.
Dienstag, 17. Mai 2011

7.
„Oh, this is the wrong
product“
Dienstag, 17. Mai 2011

8.
„Hm, we don‘t have a
blue ray player!“
Dienstag, 17. Mai 2011

9.
„I need a login. Oh I
have to search again“
Dienstag, 17. Mai 2011

10.
„Finally we got it“
Dienstag, 17. Mai 2011

11.
Dienstag, 17. Mai 2011

12.
Dienstag, 17. Mai 2011
>30Klicks

13.
„Preparation“
„Searching
for the right
produkt“
„Purchase“
Dienstag, 17. Mai 2011

14.
Less screen space -
less space for information
> -80%
Dienstag, 17. Mai 2011

15.
So, mobile shopping
is not that easy.
Dienstag, 17. Mai 2011

16.
Maybe some guidelines
could be useful.
Dienstag, 17. Mai 2011

17.
Dienstag, 17. Mai 2011

18.
Reduce to the essence
Dienstag, 17. Mai 2011

19.
What is of relevance to the user
on the go?
Slide 18
Dienstag, 17. Mai 2011

20.
Should a shopping app give
access to all products...
Slide 19
Dienstag, 17. Mai 2011

21.
or only to some o≠ers?
Slide 20
Dienstag, 17. Mai 2011

22.
Combine relevant o≠ers and
full access to all your products.
Dienstag, 17. Mai 2011

23.
Target app: Nice integration of o≠ers...
Swipe
Slide 22
Dienstag, 17. Mai 2011

24.
Target app: Nice integration of o≠ers...
Swipe
Slide 22
Dienstag, 17. Mai 2011

25.
Target app: Nice integration of o≠ers...
Swipe
Slide 22
Dienstag, 17. Mai 2011

26.
But also easy navigation to find a certain
product
Search
Slide 23
Dienstag, 17. Mai 2011

27.
And easy Navigation to find a certain
product
Voice input
Slide 24
Dienstag, 17. Mai 2011

28.
And easy Navigation to find a certain
product
Bar code
scanner
Slide 25
Dienstag, 17. Mai 2011

29.
And easy Navigation to find a certain
product
Overview
with list of
categories
Slide 26
Dienstag, 17. Mai 2011

30.
Another possibility:
Di≠erent apps for di≠erent tasks
Dienstag, 17. Mai 2011

31.
The „general“ app
where you can buy
everything
Dienstag, 17. Mai 2011

32.
Apps for a more
focused usage
Dienstag, 17. Mai 2011

33.
The icons should be
easy to di≠erentiate!
Dienstag, 17. Mai 2011

34.
Or just reduce to a relevant use
case in just one focussed app
Dienstag, 17. Mai 2011

35.
Slide 32
Dienstag, 17. Mai 2011

36.
Dienstag, 17. Mai 2011

37.
Make the design
simple, interruptible
and finger friendly
Dienstag, 17. Mai 2011

38.
Simplicity is King: If you aren’t
making something easier, then
it’s best to leave it out.
Dienstag, 17. Mai 2011

39.
Lets have a look at 3
di≠erent checkout screens:
Dienstag, 17. Mai 2011

40.
good
Reed App
Like a task list
Dienstag, 17. Mai 2011

41.
good better
Reed App Guilt App
Like a task list Only one
screen
Dienstag, 17. Mai 2011

42.
good better best
Reed App Guilt App Amazon App, 1-
Like a task list Only one Click
screen no typing in at all
Dienstag, 17. Mai 2011

43.
Mobile design should be
interruptiple design.
Dienstag, 17. Mai 2011

44.
The Kayak App, it saves every user input
Slide 39
Dienstag, 17. Mai 2011

45.
Mobile there is nothing more precious
than the information you hardly typed in
Slide 40
Dienstag, 17. Mai 2011

46.
Finger friendlyness, touch
targets should be big enough
Dienstag, 17. Mai 2011

47.
13 Pixel
Dienstag, 17. Mai 2011

48.
Dienstag, 17. Mai 2011

49.
Create a clear mobile
interaction design
Dienstag, 17. Mai 2011

50.
Don‘t try to be smarter than
everybody else - use the
phones standards
Dienstag, 17. Mai 2011

51.
Use the phones interface standards
Back- Button Navigation Bar
Content
Tab Bar
Slide 46
Dienstag, 17. Mai 2011

52.
Make it very clear which
element ist clickable.
Dienstag, 17. Mai 2011

53.
Use color the guide your user
Slide 48
Dienstag, 17. Mai 2011

54.
Create a good flow!
Dienstag, 17. Mai 2011

55.
Wireframes and scribbles are helping
a lot to create an easy user flow!
Dienstag, 17. Mai 2011

56.
Dienstag, 17. Mai 2011

57.
Take advantage of the
phones features
Dienstag, 17. Mai 2011

58.
Do things, you only can
do with a smartphone
Dienstag, 17. Mai 2011

59.
Kayak App: Useful integration of
localization feature
Slide 54
Dienstag, 17. Mai 2011

60.
Bolia App: Nice example to use the
camera of the phone
Slide 55
Dienstag, 17. Mai 2011

61.
Dienstag, 17. Mai 2011

62.
Create lovely, useful
Details
Dienstag, 17. Mai 2011

63.
The standard timer
app, how to
improve that?
Dienstag, 17. Mai 2011

64.
Pronto
Timer App
Dienstag, 17. Mai 2011

65.
Summary:
1. Reduce to the essence
Dienstag, 17. Mai 2011

66.
Summary:
1. Reduce to the essence
2. Make the design simple, interruptible and finger friendly
Dienstag, 17. Mai 2011

67.
Summary:
1. Reduce to the essence
2. Make the design simple, interruptible and finger friendly
3. Create a clear mobile interaction design
Dienstag, 17. Mai 2011

68.
Summary:
1. Reduce to the essence
2. Make the design simple, interruptible and finger friendly
3. Create a clear mobile interaction design
4. Take advantage of the phones features
Dienstag, 17. Mai 2011

69.
Summary:
1. Reduce to the essence
2. Make the design simple, interruptible and finger friendly
3. Create a clear mobile interaction design
4. Take advantage of the phones features
5. Create lovely, useful details
Dienstag, 17. Mai 2011

70.
And don‘t forget
this last number...
Dienstag, 17. Mai 2011

71.
26%
*Percentage of apps that
where only used once.
Dienstag, 17. Mai 2011

72.
Thank you.
Dienstag, 17. Mai 2011

73.
SinnerSchrader Deutschland GmbH
Völckersstraße 38
22765 Hamburg
T 040.398855-0
F 040.398855-55
www.sinnerschrader.de
info@sinnerschrader.de
Dienstag, 17. Mai 2011

74.
Dienstag, 17. Mai 2011

75.
Usability Markenführung
Nutzerführung Interfacedesign
Flow Umsetzungsqualität
Dienstag, 17. Mai 2011