Mex 2011 - Efficient UX Techniques for an Age of Network Austerity

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Tom's talk on designing efficient mobile user experiences for low bandwidth / poor connectivity situations, as encountered in the transport sector.

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Mex 2011 - Efficient UX Techniques for an Age of Network Austerity

  1. 1. - Efficient UX Techniques for an Age of Network AusterityTom GodberMay 2011
  2. 2. What Do I Do? mass market mobile = transport ticketing solutions
  3. 3. AgendaPick a Good ProblemPlan for Real World NetworksApp File SizesMetaphors and Complexity
  4. 4. Mobile is a tool = A small part of a wider world
  5. 5. No mobile ‘manifest destiny’
  6. 6. No mobile ‘manifest destiny’Pick the right problemAddress real user needsPerform better than the alternatives (on and off the user’s handset)
  7. 7. "Capturing the first 40%"Transport will be a key driver of early mCommerce adoption
  8. 8. 1.3bn tickets/yr70% of tickets bought at station
  9. 9. Purchase tickets with phoneEliminate paper – go straight onto train
  10. 10. Pick a Good ProblemPlan for Real World NetworksApp File SizesMetaphors and Complexity
  11. 11. Front page: 412KbFull web site:Purchase requires 8 pages, > 100 connections
  12. 12. Front page: 3KbMobile web site:Purchase requires 10+ pages ...and then a phone call!
  13. 13. App:Purchase with 2 net connections < 1Kb
  14. 14. Why does that matter?
  15. 15. Off the Beaten Path Usage Scenarios
  16. 16. Usage ScenariosBusy Stations
  17. 17. Usage Scenarios Moving Vehicles
  18. 18. Dwell TimeUsage Scenarios
  19. 19. Pick a Good ProblemPlan for Real World NetworksApp File SizesMetaphors and Complexity
  20. 20. Capture PointsIn the Queue App Stores
  21. 21. 80%70% > 5 mins at peak60% > 3 mins off-peak > 3 mins at weekends50%40%30%20%10%0% Convert customers at pain point
  22. 22. App download size matters <5 mins to capture sale
  23. 23. Pick a Good ProblemPlan for Real World NetworksApp File SizesMetaphors and Complexity
  24. 24. UK Rail Industry Structure John Major’s Legacy...
  25. 25. Complexity ProblemUK has more fares combinations than people ...all pretty inaccessible to the layman
  26. 26. Presenting a timetable is ‘easy’
  27. 27. Standard phone UI components can be used intuitively - minimal graphics size overhead
  28. 28. Matching trains and fares is harder... ...but this is where the money is Leverage iOS ‘spinner’ concept
  29. 29. That’s great for iPhone
  30. 30. What about everyone else? (>90% of population)
  31. 31. JavaME (BlackBerry, Nokia etc) Like pulling a paper timetable behind a window
  32. 32. Android has a less uniform, recognizable styleEg. for: Spinner-style selections Multi-step workflow in one app
  33. 33. ‘Building the ticket’Ticket-like visual elements‘accumulate’ during workflowFooter rounded off after purchase > real ticket
  34. 34. Train / Fare selection more like JavaME Texture encourages interaction
  35. 35. Tom Godber tom@masabi.comPhoto credit: Timo Arnall, Einar Sneve Martinussen and Jørn Knutsen -http://yourban.no/2011/02/22/immaterials-light-painting-wifi/)

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