INTERNET WORLD 2013    Mobile UX:    We’re still human    --------------------    UNDERSTANDING    THE PEOPLE    BEHIND TH...
What we’ll be coveringWith mobile and tablet now     Who are we designing for?accounting for 10 -20% of      Understanding...
Which of these devicesare you designing for?
None of them. You are designing forthe human holding it.
Spot the difference?o   Sat down in a familiar location        o   Stood up – and on the moveo   Alone in a quiet room    ...
Takeaway   The most important differencebetween mobile and desktop UX is the human holding it and the situation     they a...
Lewis Silkin: Mobile UX design for user context                           Designing a responsive website                  ...
First understand how the business operatesBusiness insightsPeople buy legal services based onreputation and personal relat...
Lewis Silkin: Mobile UX design for user context               Mapping out the customer journey helped us to            und...
Our “take anywhere” electronic friend
“    Your plastic pal who’s fun                to be with                              ”    ------------------------------...
Our new friend is not complicated                  “At 18 months old, my                  son already knows               ...
Our friends are a constant source of entertainment
Phones are becoming more human
1984: science fiction“ Hello Computer? ”
20122012: reality
We like positive feedback from our friends
Putting some of these approaches together...
State Library of Queensland             The challenge             o   Parents bring kids to the library and               ...
State Library of Queensland
State Library of Queenslando   Augmented reality activitieso   Encouraging real world explorationo   Multi-modal inputo   ...
Takeaway       Think of your       website/app/      service as if it        is a human     ----------------------      Ho...
Takeaway“Ideate in the wild ” “Ideate in the wild”Rachel Hinman, Senior Research Scientist, Nokia                         ...
It’s all in the memes
Sorry LOL cats...You are amusing but not useful to a UX designer
Memes in societyMemes are concepts that spread withinsociety without any central organisationMemes evolve through transmis...
Memes in technologyMemes are also found in interface design –physical, software and webThey provide familiar idioms, contr...
But .. aren’t you talking about design patterns?                  Design patterns are not memetic                  – in fa...
Takeaway“Memetic” interfaces are more       important on mobile------------------------------------------ No space to expl...
Memetic interface design in the wild“Friending”A concept invented in the mid90s, copied and evolved by socialnetworks ever...
European Medicines Agency               The challenge               50,000+ HTML pages               2.5m documents       ...
European Medicines Agency: “Memetic” mobile navigation
Memetic UI concepts make a system more intuitive Menu icon and fly-in behaviour +/- to expand and close, click title to go...
Testing with real users and real devices
Ministry of Justice     Ministry of Justice “Can I get     legal aid?” tool.     Research showed that target audience (C2D...
TakeawayTest on real devices with real users------------------------------------------------------------------------------...
Closing thought:Mobile is just a toolthat allows humans to do something
Questions?                      Ian Huckvale – Head of user engagement                      B.Eng Computing (Imperial Coll...
Mobile UX: We’re still human
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Mobile UX: We’re still human

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Understanding the people behind the screen

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Mobile UX: We’re still human

  1. 1. INTERNET WORLD 2013 Mobile UX: We’re still human -------------------- UNDERSTANDING THE PEOPLE BEHIND THE SCREEN1
  2. 2. What we’ll be coveringWith mobile and tablet now Who are we designing for?accounting for 10 -20% of Understanding the design target and contexttraffic to most websites its scenariosincreasingly important thatmobile user experience is as Our “take anywhere” electronic friendgood as desktop. How to build better experiences by understanding human relationshipsI’ll cover some practicalapproaches to help you It’s all in the memesdesign better mobile user Why the principles of memetics are important toexperience, with case mobile UX designersstudies from the field Test with real users and real devices Some experiences from the field
  3. 3. Which of these devicesare you designing for?
  4. 4. None of them. You are designing forthe human holding it.
  5. 5. Spot the difference?o Sat down in a familiar location o Stood up – and on the moveo Alone in a quiet room o Surrounded by other peopleo Concentrating hard o Lots of sensory distractions o Concentrating on something else (not missingo Plenty of time to do what she wants his train)o Typing with both hands o Fitting what he’s doing into an idle momento Has full access to everything in her o Holding the device with one hand office and on her computer o Only has access to what he is carrying
  6. 6. Takeaway The most important differencebetween mobile and desktop UX is the human holding it and the situation they are in, not the device.
  7. 7. Lewis Silkin: Mobile UX design for user context Designing a responsive website for a leading UK law firm Mobile and tablet important as clients are at executive and C- level, and often spend protracted periods away from their desks. First step was to understand the context and usage – how does web and mobile-web fit?
  8. 8. First understand how the business operatesBusiness insightsPeople buy legal services based onreputation and personal relationshipsThey buy into an individual, not just thefirm that person works forSales do not happen online, you do notadd legal services to a shopping basketand go to the checkoutDigital needed to support the offlinebusiness, not replace it
  9. 9. Lewis Silkin: Mobile UX design for user context Mapping out the customer journey helped us to understand where mobile web could make a differenceTelephone Email Mobile-web Face-to-face“We’re interested “I’ll send you an 2 days later “Hi Simon.. I was justin legal services email to confirm Diary reminder: reading your journalfor marketing. and a link to your meeting with Lewis post – reallyYes, sure I’d love to Simon’s profile.” Silkin is in 30 minutes. interesting stuff.”meet Simon.” “Who is this guy I’m meeting – what’s he like?
  10. 10. Our “take anywhere” electronic friend
  11. 11. “ Your plastic pal who’s fun to be with ” -------------------------------------- Sirius Cybernetics Corporations definition of a robot, Hitch Hikers Guide to the Galaxy
  12. 12. Our new friend is not complicated “At 18 months old, my son already knows how to do the iPhone swipe. Luckily he doesnt know the password to unlock my phone just yet.” Kari Aakre, Intel employee
  13. 13. Our friends are a constant source of entertainment
  14. 14. Phones are becoming more human
  15. 15. 1984: science fiction“ Hello Computer? ”
  16. 16. 20122012: reality
  17. 17. We like positive feedback from our friends
  18. 18. Putting some of these approaches together...
  19. 19. State Library of Queensland The challenge o Parents bring kids to the library and dump them in the kids corner o Often they leave them their Smartphone or Tablet to play with whilst they go round o Can we entertain and educate those kids using that device whilst their parents are off doing stuff?
  20. 20. State Library of Queensland
  21. 21. State Library of Queenslando Augmented reality activitieso Encouraging real world explorationo Multi-modal inputo Avatar characterso Instant feedback
  22. 22. Takeaway Think of your website/app/ service as if it is a human ---------------------- How would they behave if they wanted to make friends with the end user?
  23. 23. Takeaway“Ideate in the wild ” “Ideate in the wild”Rachel Hinman, Senior Research Scientist, Nokia “Pretend it’s magic” Alan Cooper, usability extraordinaire
  24. 24. It’s all in the memes
  25. 25. Sorry LOL cats...You are amusing but not useful to a UX designer
  26. 26. Memes in societyMemes are concepts that spread withinsociety without any central organisationMemes evolve through transmission
  27. 27. Memes in technologyMemes are also found in interface design –physical, software and webThey provide familiar idioms, controls and learnedbehaviours ... And they also evolve
  28. 28. But .. aren’t you talking about design patterns? Design patterns are not memetic – in fact they put a brake on the evolutionary process
  29. 29. Takeaway“Memetic” interfaces are more important on mobile------------------------------------------ No space to explain functions with labels, no hover states – the most intuitive interfaces are those that offer an evolution from learned behaviours
  30. 30. Memetic interface design in the wild“Friending”A concept invented in the mid90s, copied and evolved by socialnetworks ever since. “Follow” A concept popularised by Twitter; evolved from Friending and now evolving elsewhere as a personalisation tool
  31. 31. European Medicines Agency The challenge 50,000+ HTML pages 2.5m documents Mobile must offer 100% of content The users Mainly EU pharmaceutical industry. Very frequent visits (often more than once a day), people learn the navigation. Not general browsing – specific things they are looking for or specific places to check for updates.
  32. 32. European Medicines Agency: “Memetic” mobile navigation
  33. 33. Memetic UI concepts make a system more intuitive Menu icon and fly-in behaviour +/- to expand and close, click title to go open page
  34. 34. Testing with real users and real devices
  35. 35. Ministry of Justice Ministry of Justice “Can I get legal aid?” tool. Research showed that target audience (C2DE) were actually quite likely to be using a smartphone or tablet. 20% of access to Gov.uk is now mobile / tablet. Important to test on these devices with real users – don’t just flick through screens and think “oh, it’s all there”. Testing focussed on interaction – buttons, swiping, scrolling. Findings: • Scrolling through long pages was annoying • ‘Unexpected’ page reloads were disorientating • “What happens if I press this button?” – mobile users like to experiment – let them undo operations
  36. 36. TakeawayTest on real devices with real users------------------------------------------------------------------------------------ Don’t rely on desktop/mobile emulators or shrinking your browser to see what happens
  37. 37. Closing thought:Mobile is just a toolthat allows humans to do something
  38. 38. Questions? Ian Huckvale – Head of user engagement B.Eng Computing (Imperial College, London) Get in touch: Email: ian.huckvale@readingroom.com Twitter @IanHux Blog: blog.readingroom.com Interests: • Digital strategy, user experience, information architecture, usability, accessibility, mobile, social media • Outside work: cooking, rowing, fencingReading Room65-66 Frith StreetSohoLondonW1D 3JRwww.readingroom.com

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