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1. Bad UX is Bad for
Business
London UX Meetup
JULIAN HARTY
4th May 2016
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Rev: 04 May 2016

2. 4.4 -> 4.3 = ?
2

3. Cause & Effects
3
Tippen Sie auf die Farbe, die Sie
bevorzugen, das Spiel fortzusetzen.
Appuyez sur la couleur que vous préférez
pour continuer le jeu.
ඔබ #$ඩාව (ගටම කැම. ව/ණය
මත ත3ටු කර6න.
Tap on the colour you prefer to continue
the game.

4. A banking example
4
https://itunes.apple.com/us/app/m-t-mobile-banking/id397761931?mt=8

5. Kindle App for iOS
5

6. Kindle App for iOS
6
06 Apr 2016 03 May 2016

7. Designing for Users
An example of Rethinking the ‘Problem’
7

8. The eyes-free project
How to make an Android phone
accessible for blind users?
8
No support in
the platformbarriers
Touchscreen

9. Approach
• Gesture UI
• Compass-point gestures
• Shake to delete
• Rela@ve offsets
• Free and Open Source
9
http://code.google.com/p/eyes-free/downloads/list Eyes-free Shell

10. Eyes-free screenshots
10
Scroll using
the Track-ball
Or use gestures: Letters Numbers

11. AddiMonal benefits
• Enables users to interact without looking at their phone
• Adapts to where each gesture is started
• Good PR
11
http://www.nytimes.com/2009/01/04/business/04blind.html

12. Things that might help
Us to improve UX
12

13. Assess & Respond to Feedback
13
2feedback
96% of companies don’t respond to feedback on App StoresTwo-Star feedback is
the most serious and
actionable.
Khalid, H., Shihab, E., Nagappan, M., & Hassan, A. E. (2015).
What do mobile app users complain about?. Software, IEEE, 32(3), 70-77.

14. Colourful Thinking
Alfred Hitchcock
Blue Script: facts
Green Script: emo@ons
Six Thinking Hats
14
https://www.youtube.com/watch?v=DasTbFUcmtI

15. 15
http://uk.businessinsider.com/facebook-2g-tuesdays-to-slow-employee-internet-speeds-down-2015-10

16. Use similar devices to your users
16
wired.com/2015/10/facebook-workers-ditch-iphones-in-push-for-world-conquest/

17. Use AnalyMcs
& Heatmaps
17

18. Feedback Cycles

19. • No longer limited to what “we” think “they”
need/do/etc. Discover how the app behaves
across virtually all the popula@on
• Lower cost of opera@ons
• Real usage can help drive our tes@ng and
analysis; brings realism to our tes@ng
Some benefits of analyMcs data

20. Layers of an App

21. Heatmaps
Problema@c UI Heatmap
Source: hVps://www.hotjar.com/heatmaps
“8 Heatmap Tests that reveal visitor behavior.”
Images source: Appsee.com

22. Analy@cs for SoYware Development
Engineering Ac@vity,
Benchmarking, Tes@ng
Trends,
Defect Reports
Extrapola@on
SoYware quality
models,
boVleneck analysis
Specifica@on
refinement,
asset realloca@on
Failure predic@on
models
What’s happened?
(Reporting)
What’s happening
now? (Alerts)
What will happen?
(Forecas@ng)
How and why did it
happen?
(Factor analysis)
What is the next
best ac@on?
(Recommenda@on)
What’s the best/worst
that can happen?
(Modeling / Simulation)
Informa2on
Insight
Past Present Future
hVp://research.microsoY.com/pubs/136974/foser-2010-buse.pdf

23. How many devices are
enough?
Perennial Ques@on

24. Devices Matrices
Android Images used with permission
from OpenSignal.com
https://iossupportmatrix.com/

25. Enough for 80% of reviews
“Priori@zing the devices to test your app on : A case study of android game apps”
<= Free
Paid=>

26. Enough for 80% of …
• Bugs?
• Usage?
• Locales & Languages?
• Network Condi@ons?
• …?
26

27. Beyond UX
27

28. Customer Experience (CX)
28https://experiencematters.wordpress.com/2016/04/01/cx-metrics-immature-but-improving-infographic/

29. Good UX
Is good for business
29

30. Pay-per-laugh
30
https://www.youtube.com/watch?v=5yonV64s7go

31. 31
“You have to start with the customer experience
and work backwards to the technology”
Steve Jobs (1997)
Apple: The World’s most valuable company (2016)

32. Using social networks
• In-house projects
• Expensive, @me-consuming
• (Yet) another app…
32
• Immediate
• Low cost to use
• An understood, accepted
protocol
versus

33. 33
https://en.wikipedia.org/wiki/Virgin_Atlantic#/media/File:Virgin_Atlantic_A340-300_G-VHOL_LHR_2003-6-12.png
http://www.virgin-atlantic.com/us/en/the-virgin-experience/upperclass.html
“The ‘package’ is much the same, it’s all
about the service we [the crew] provide”

34. Engaging users
34
http://andrewchen.co/new-data-shows-why-losing-80-of-your-mobile-
users-is-normal-and-that-the-best-apps-do-much-better/

35. Other Drivers
What else do we need to consider?
35

36. Seismic DisrupMons
• Banking
• FinTech: eats into profitable segments
• Freedom and ease to switch
hVps://www.simplerworld.co.uk/
• Pensions
• “Freedom and choice” legisla@on in 2014
hVp://www.pensionsadvisoryservice.org.uk/
• Transporta@on
• E.g. Uber, Google Maps
• The Web
• Mobile apps
36

37. Conclusions
We care enough
about our users to
change what we do
37
We need to innovate to survive & thrive
Digital is a key driver, yet we need to
keep analogue in mind
http://paulgraham.com/siliconvalley.html
Image: https://en.wikipedia.org/wiki/History_of_Buffalo,_New_York

38. READ THIS BOOK J
Questions now?
Questions later…
julianharty@gmail.com
http://themobileanalyticsplaybook.com/