Common Mobile Design FAILS (And How To Fix Them)

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Mobile engagement is notoriously tough. 22% of mobile apps are opened just once and never used again while nearly 70% of users typically churn off an app within the first month. With all the money and effort being poured into mobile, why is engagement so difficult?

Learn to recognize and avoid many of the common mistakes that app developers and entrepreneurs make that turn off users, ranging from poorly thought-out product and business decisions to confusing UI patterns. Analyze both market research as well as user behavior to build a methodical, data-driven approach to better mobile app design.

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Common Mobile Design FAILS (And How To Fix Them)

  1. 1. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013of downloaded apps areopened just one timeof an app’s users arelost after one month22%62%Sources: http://www.localytics.com/bloghttp://blog.flurry.com/
  2. 2. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013Mariya Yao (@thinkmariya)Founder & Creative Director, XanaduSimple & Lovable Products for Mobile & WebCommon Mobile Design Fails (And How To Fix Them!)
  3. 3. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013AwarenessApp Store SearchDownloadOpenRegistrationKey ActionRetentionMajor dropoffMajor dropoff
  4. 4. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013AwarenessApp Store SearchDownloadOpenRegistrationKey ActionRetentionStrategic FAILTactical FAIL
  5. 5. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013AwarenessApp Store SearchDownloadOpenRegistrationKey ActionRetentionBuilt thewrong productBuilt theproduct wrong
  6. 6. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013STRATEGIC FAILSHow to Build the Wrong ProductMiss the forest for the treesSolve a nuisance instead of a problemMiscalculate your addressable marketMake a product no one LOVESRequire users to adopt new behaviors
  7. 7. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013Source: http://www.visionmobile.com/blog/2013/01/report-developer-economics-2013-key-insights/Which mobile strategies make money?
  8. 8. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013CREATING REPLACINGvs.
  9. 9. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013Check In Explore2009 2012
  10. 10. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013Source: Mobile Access 2010 http://www.pewinternet.orgof people usetheir phones totake photosMay 2010 Pre-Instagram76%
  11. 11. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 201310x BETTERAwesome Photos Instant Sharing Love and Adorationvs
  12. 12. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013PROBLEM or NUISANCE?Are you solving a
  13. 13. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013Recognize and acknowledgePassively or actively searchfor solutionsWill pay for incrementalimprovementsWill put in the effort to makea changeProblemVSNuisanceAccept or tolerateNot consciously looking forimprovementNot willing to spend moneyNot willing to break habitsCan be 10% better Must be 10x better
  14. 14. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013Are enough peopleinterested in your product?
  15. 15. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013Are you loved or just liked?
  16. 16. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013Would you recommend usto your friends?How would you feel if youcouldn’t use our product?
  17. 17. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013Sources: http://www.startup-marketing.com/using-survey-io/How would you feel if youcouldn’t use our product?1. Very disappointed2. Somewhat disappointed3. Not disappointed4. I no longer use it
  18. 18. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013How would you feel if youcouldn’t use our product?1. Very disappointed2. Somewhat disappointed3. Not disappointed4. I no longer use itSources: http://www.startup-marketing.com/using-survey-io/
  19. 19. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013How would you feel if youcouldn’t use our product?1. Very disappointed2. Somewhat disappointed3. Not disappointed4. I no longer use itSources: http://www.startup-marketing.com/using-survey-io/
  20. 20. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013How would you feel if youcouldn’t use our product?1. Very disappointed2. Somewhat disappointed3. Not disappointed4. I no longer use itSources: http://www.startup-marketing.com/using-survey-io/
  21. 21. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013Very Disappointed40%Sources: http://www.startup-marketing.com/using-survey-io/
  22. 22. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013STRATEGIC FAILSHow to Build the Wrong ProductMiss the forest for the treesSolve a nuisance instead of a problemMiscalculate your addressable marketMake a product no one LOVESCreate instead of replace behaviors
  23. 23. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013AwarenessApp Store SearchDownloadOpenRegistrationKey ActionRetentionMajordropoff
  24. 24. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013TACTICAL FAILSHow to Build the Product WrongTake before you give
  25. 25. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
  26. 26. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
  27. 27. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
  28. 28. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
  29. 29. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
  30. 30. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
  31. 31. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
  32. 32. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
  33. 33. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013TACTICAL FAILSHow to Build the Product WrongTake before you giveMake people do extra work
  34. 34. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013Uber Sidecarvs.
  35. 35. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
  36. 36. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
  37. 37. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
  38. 38. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013Every extra field on mobileis a possibility for errorAsks for name andpassword twiceError leads to frustrationwhich leads to dropoff
  39. 39. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013$12 MILLIONSource: http://www.geekosystem.com/expedia-12-million-field-delete/a year due to an extra form fieldExpedia lost
  40. 40. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013TACTICAL FAILSHow to Build the Product WrongTake before you giveMake people do extra workTell instead of show
  41. 41. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
  42. 42. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 201313 screens to teach youhow to use a calendar...really?
  43. 43. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013Fantastical uses a 3-page interactive tutorial
  44. 44. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
  45. 45. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
  46. 46. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013TACTICAL FAILSHow to Build the Product WrongTake before you giveMake people do extra workTell instead of show
  47. 47. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013AwarenessApp Store SearchDownloadOpenRegistrationKey ActionRetentionStrategic FAILTactical FAIL
  48. 48. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013AwarenessApp Store SearchDownloadOpenRegistrationKey ActionRetentionBuilt theright productBuilt theproduct right
  49. 49. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013What are your favorite mobile design FAILS?mariya@xanadumobile.com@thinkmariya

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