This document discusses designing user experiences for mobile and web apps in the cloud. It advocates for a mobile-first approach with clear, simple designs tailored for touchscreens. Key considerations include the target audience, behaviors, and technology. Effective UX follows steps like learning about users, modeling user types, analyzing tasks, and ensuring all tasks can be completed clearly. Guidelines include understanding customer needs and complaints. Personas should represent common user types. Tasks should be broken into step-by-step workflows. Micro-moments of user interaction need engaging designs. The consumer decision journey is now faster, driven by relevant mobile moments. Standard patterns increase performance.
2. Mobile First - An “Experience Design”
paradigm
Mobile First Strategy is that Desktop / Web App will come later
Mobile First is a trend in UX - Driven for the user with following benefits:
Clear Content
Simple navigation
Fluid Layouts
Designed for Touch
Leverage Mobile features
UX Features are considered based on:
Designed for Users in Multiple Contexts
Unique Design due to a Smaller Screen
Connectivity with Social Media, Photos and Maps easily accessible
3. How to Design for Mobile User Experience
Key Considerations
Target audience
Targeted Behavior
Technology channel
Due to lesser screen real estate expect greater breadth to user experience
Mobile Browsers render newer HTML 5 web sites with optimized page layouts
Increased speed of online data enable users to complete tasks on the go
4. Steps to UX Strategy
Learn about the
user
Model each type
of users
Analyse the user
tasks
Ensure
requirements of
all tasks are met
with clarity
5. Guidelines
Design needs to clearly communicate the behaviour of product through its user
interfaces
Questions that need the answers
Vision, product fitment, goals, what can it win, revenue model (cost incurred)
Competitive differentiation
What other needs, preferences, desires of customer will the app satisfy
Understand and create a context using the historical background for the product
Ensure issues are addressed from what the customers are complaining about or
requesting
6. Developing a Model for Personas
Personas
Communicate
rationale
Do the tasks
Produce the
desired results
Persona embodies users who:
Have common roles, goals, and
motivations
Have similar skills and characteristics
Share common mental models
Work in similar contexts
Share a similar range of behaviour
patterns
Typically perform certain tasks
7. Developing a Task based work-flows
Identify each user’s task and subtask as a step-by-step procedures or task flows
with:
Inputs to a procedure
Cognitive processes
Actions on objects
Decision points
Results of the procedure
8. Moments That Matter: Micro-Moments
Refers to single task-based interactions with a product e.g. like setting an alarm,
liking a comment, or pressing a login button
After completion these moments the implications are tremendous in scope
Touch, scroll, pinch, zoom, tap, click and so on will be with unique animations
and feedback
These interactions enable create more engaging experiences
More and new ways to capitalize on newfound user-engagement e.g. Designing
new features around “interactions within interactions”
Designers need to devise new interfaces for these abundance of new interactions
More on this topic can be found at https://www.thinkwithgoogle.com/
9. Managing the “New Consumer Decision
Journey”
Though there are mobile online
sessions time spent per visit is lesser
Consumer wants to make informed
decisions and that too faster than
ever before
Micro-moments have become the
footsteps that lead people to App
Objective is to earn customer's
consideration and action, moment
after moment – driven by relevance
Ready to
help
Connect
Fast and
frictionless
10. UX patterns
Benefits: Increase of 30% - 50% in performance time
Use:
Standards for Profile Menus, Login etc..
Lists, Search, and Drill down details based navigation
Top or bottom menus, tabs where required
Notifications
Maps and location detection
“Infinite scroll” technique - Leverages the contemporary user’s openness to scroll down and
keep reading more
Provide customization where possible
Improve on interactivity and social media integration