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Mobile UX For Libraries:
Culture, Context & Interaction


Kevin Rundblad
User Experience (UX) & Social Technology Strategi...
UX   The experience of a
      product or service
User Research
                Usability testing
       Information architecture
             Interaction design




UX   D...
Not a 1 person equation
3 UX Concepts
Understand Users

Know the Context

Create Simple Interactions
1 Understand the User
Some starting points for user research:

Focus Groups?
Individual interviews
User analytics
“If you truly want to understand
        customers' wants and needs,
        you need to remove the distance
        betwe...
How do we “remove the distance”
from the user?
Work with them.
Work like them.
Hierarchical                                       Flowing, person to person
Time-driven 9-5                              ...
Can we create
experiences for
With this
work structure
UX   goes all the way back
     to how we work.
Approaching UX without experiencing
like the user...
...Produces average results that are
always behind the user curve.
“...if you get the culture right
then most of the other stuff
will happen naturally out of it.”
                          ...
Example:   Simul8 Group
           UCLA Library
To get in touch with our users
we created a design/development
group with 5-7 students.

Structure mimics the nature of
a ...
Meet 3-5 hours a week.
Design projects on whiteboard
Rest of time work independently
Give them space
Have fun
User research is then implicit.
Their needs are naturally divulged
in course of group work.

Focus groups won’t get to this level.
There is no “user oracl...
2   Know the Context
General Mobile Context

1. Limited screen space
2. Limited attention
3. In transit operation

UCLA Context (specific - ana...
General & Specific Context
drives functionality.
Focus on Need

                             Fast Discovery
Mobile Context (general)      Single sign‐on

1. Limited screen...
Mobile Context (general)

1. Limited screen space
2. Limited attention
3. In transit operation     Better Experience

    ...
3   Create
    Simple Interactions
“Mobile is about pivoting people
through information quickly...exposing
possibilities.
                      Rachel Hinman...
To do this,
we need to solve problems for the user.
4 Problems to solve in Academic Libraries
Problem #1: Vendor Fragmentation
Constructing an integrated experience
for article discovery.
Currently we have disparate database
resources, each in their own mobile
interface.
The simplification of finding things
is even more critical on mobile.
Need API’s to build mashup
environments. Serials Solutions?
Problem #2: Catalog Search
Creating an integrated mobile
search experience of our catalog.
What about Worldcat mobile?

Temporary solution
Worldcat mobile is outside of our
campus single-sign on.
Building mashup records from APIs
provides greatest flexibility.

Worldcat search API
Internal APIs for user account & soc...
Problem #3: Data Portability
Off-load content discovered.
Time/Device shifted.
Search.
Determine relevancy.
Then save for later.
Problem #4: Authentication
Mobile users access via Wi-Fi
and Cellular networks.
Wi-Fi allows for mobile device
To be seen like another computer.
IP authentication.
Cellular network traffic is not
automatically authenticated.
Users on a 3G connection are
given a dead-end, even though
they are on campus.

55% of UCLA Mobile users come from
cellula...
UX Wrap-up
Culture needs to be user-centered.

Fast. Iterative. Experimental.
Creative and Fun.
Best work comes from enjoying it.
Develop a “uniquely mobile” site,
around principles of context.
Make user interaction simple
by solving problems they face.
User Culture
Mobile Context
Simple Interactions

An integrated user experience
Kevin Rundblad
User Experience (UX) & Social Technology Strategist
UCLA Library



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Mobile UX for Academic Libraries

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Mobile UX for Academic Libraries:
Culture, Context, and Interaction

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Mobile UX for Academic Libraries

  1. Mobile UX For Libraries: Culture, Context & Interaction Kevin Rundblad User Experience (UX) & Social Technology Strategist UCLA Library
  2. UX The experience of a product or service
  3. User Research Usability testing Information architecture Interaction design UX Depends on Expertise Wireframing & UI design Visual design Functional Design Prototyping Development
  4. Not a 1 person equation
  5. 3 UX Concepts
  6. Understand Users Know the Context Create Simple Interactions
  7. 1 Understand the User
  8. Some starting points for user research: Focus Groups? Individual interviews User analytics
  9. “If you truly want to understand customers' wants and needs, you need to remove the distance between you and them.” Jorge Barba Digital Strategist, Blu Maya http://www.quora.com/When-creating-products-how-do-you-know-what-users-want/answer/Jorge-Barba?srid=z3u
  10. How do we “remove the distance” from the user?
  11. Work with them. Work like them.
  12. Hierarchical Flowing, person to person Time-driven 9-5 Work anytime/anywhere Committees, Meetings Independent/casual meetups Work at desk Work on Laptop Being “effective” is only rule = Grade Us Students Graphics: http://www.game‐changer.net/2010/11/19/radical‐management‐it‐isn%E2%80%99t‐just‐w‐l‐gore/
  13. Can we create experiences for
  14. With this work structure
  15. UX goes all the way back to how we work.
  16. Approaching UX without experiencing like the user...
  17. ...Produces average results that are always behind the user curve.
  18. “...if you get the culture right then most of the other stuff will happen naturally out of it.” Tony Hsieh CEO Zappos http://bigthink.com/ideas/20671
  19. Example: Simul8 Group UCLA Library
  20. To get in touch with our users we created a design/development group with 5-7 students. Structure mimics the nature of a small startup company.
  21. Meet 3-5 hours a week. Design projects on whiteboard Rest of time work independently Give them space Have fun
  22. User research is then implicit.
  23. Their needs are naturally divulged in course of group work. Focus groups won’t get to this level. There is no “user oracle”
  24. 2 Know the Context
  25. General Mobile Context 1. Limited screen space 2. Limited attention 3. In transit operation UCLA Context (specific - analytics) 4. On-campus use of mobile site 5. Touch is the dominant interaction
  26. General & Specific Context drives functionality.
  27. Focus on Need Fast Discovery Mobile Context (general) Single sign‐on 1. Limited screen space Personalization Recommendation 2. Limited attention Socialized objects 3. In transit operation Time/Device‐shifted UCLA Context (specific - analytics) 4. On-campus use 5. Touch is the dominant interaction
  28. Mobile Context (general) 1. Limited screen space 2. Limited attention 3. In transit operation Better Experience Target iOS/Android UCLA Context (specific - analytics) Focus on Touch 4. On-campus use App level 5. Touch is the dominant interaction
  29. 3 Create Simple Interactions
  30. “Mobile is about pivoting people through information quickly...exposing possibilities. Rachel Hinman Senior Research Scientist  Nokia Research Center (formerly @ AdaptivePath)
  31. To do this, we need to solve problems for the user.
  32. 4 Problems to solve in Academic Libraries
  33. Problem #1: Vendor Fragmentation Constructing an integrated experience for article discovery.
  34. Currently we have disparate database resources, each in their own mobile interface.
  35. The simplification of finding things is even more critical on mobile.
  36. Need API’s to build mashup environments. Serials Solutions?
  37. Problem #2: Catalog Search Creating an integrated mobile search experience of our catalog.
  38. What about Worldcat mobile? Temporary solution
  39. Worldcat mobile is outside of our campus single-sign on.
  40. Building mashup records from APIs provides greatest flexibility. Worldcat search API Internal APIs for user account & social Other APIs and sharing data
  41. Problem #3: Data Portability Off-load content discovered. Time/Device shifted.
  42. Search. Determine relevancy. Then save for later.
  43. Problem #4: Authentication Mobile users access via Wi-Fi and Cellular networks.
  44. Wi-Fi allows for mobile device To be seen like another computer. IP authentication.
  45. Cellular network traffic is not automatically authenticated.
  46. Users on a 3G connection are given a dead-end, even though they are on campus. 55% of UCLA Mobile users come from cellular connections.
  47. UX Wrap-up
  48. Culture needs to be user-centered. Fast. Iterative. Experimental. Creative and Fun. Best work comes from enjoying it.
  49. Develop a “uniquely mobile” site, around principles of context.
  50. Make user interaction simple by solving problems they face.
  51. User Culture Mobile Context Simple Interactions An integrated user experience
  52. Kevin Rundblad User Experience (UX) & Social Technology Strategist UCLA Library Presentation will be available online: http://about.me/rundblad

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