The document summarizes a presentation about providing a great user experience in mobile apps. It discusses mobile app onboarding, notifications, and user retention over the product lifecycle. It provides examples of good and bad practices from various apps and encourages audience participation through demos and discussion questions.

1. Giving a Great User Experience in a
Mobile App
Matt Anderson, @MattAndersonUT
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3. Giving a Great User Experience in a
Mobile App
• As a product person, how do you ensure the
right user experience in a mobile app?
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4. Giving a Great User Experience in a
Mobile App
• What we’ll cover:
– Mobile app on-boarding
– Notifications: what’s helpful and what’s annoying
– User activity and retention over the product life
cycle
#pcatx16

5. Giving a Great User Experience in a
Mobile App
• What we’ll cover:
– Mobile app on-boarding
– Notifications: what’s helpful and what’s annoying
– User activity and retention over the product life
cycle
– Plus, a special ProductCamp experiment: audience
demos of good/bad mobile app UX
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6. Mobile app on-boarding
• When is the right time to ask for the user’s
information?
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7. Mobile app on-boarding
• Demo
– Invoice2go
– TwoDots
– Hotel Tonight
– FanDuel
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8. Mobile app on-boarding
• Key concepts:
– Conversational tone
– Asking for the user’s information at the right time
– Showing advancement in the process
– Allowing the user to skip
– Use of images instead of text
– Making the user feel good about the process
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9. Notifications: what’s helpful and
what’s annoying
• How does the user feel about an app’s
notifications, alerts, etc.?
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12. Notifications: what’s helpful and
what’s annoying
• The wording of notifications is vital
– Personalized
– Conversational
– Specific
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13. Notifications: what’s helpful and
what’s annoying
• For those who want the notifications, what’s
the right amount to send?
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16. Notifications: what’s helpful and
what’s annoying
• If you had 8 million Instagram followers, what
would your notifications look like?
– http://techcrunch.com/2016/01/11/holy-hell
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17. Notifications: what’s helpful and
what’s annoying
• Demo
– Rue La La (iOS notifications)
– HealthTap (in-app)
– StreetEasy Mobile (iOS notifications)
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18. Notifications: what’s helpful and
what’s annoying
• Key concepts:
– If the on-boarding experience was unpleasant,
users are more likely to be turned off by
notifications
– On-boarding should explain the notifications so
the user thinks of them as integral
– It’s important to segment users so they get the
most appropriate notifications
– The notifications should be specific and
conversational
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19. User activity and retention over the
product life cycle
• Notifications are a necessary evil for keeping
up use and retention of mobile apps
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23. User activity and retention over the
product life cycle
• Discussion question 1
– What are the apps that you’ve had for a while
doing to keep users engaged?
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24. User activity and retention over the
product life cycle
• Discussion question 2
– What are users’ preferred ways for an app to tell a
user about a new feature?
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25. User activity and retention over the
product life cycle
• Discussion question 3
– How should an app handle a user who’s forgotten
a password, allowed a credit card to expire, or had
an email address bounce the app’s emails?
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26. Giving a Great User Experience in a
Mobile App
• Wrapping up:
– Mobile app on-boarding
– Notifications: what’s helpful and what’s annoying
– User activity and retention over the product life
cycle
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27. Giving a Great User Experience in a
Mobile App
• Do you know of a mobile app with an
exceptionally good or bad user experience?
• Now’s your chance to demo it
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