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UX in digital media
                          Mobile and traditional web
                                    - Sebastian Daum -
                                      Fortune Cookie




Saturday, July 14, 2012
Why mobile UX is important




By 2014, mobile internet should take over desktop
internet usage.
                                         (Source: Microsoft Tag, April 2011)
Saturday, July 14, 2012
Not everyone needs a mobile website.




Saturday, July 14, 2012
What is important to any product to be used by people




Saturday, July 14, 2012
What is important to any product to be used by people




                                 Useful
                          Users can accomplish their
                                    goals




Saturday, July 14, 2012
What is important to any product to be used by people




                                 Usable
                                 Easy to use

                                 Useful
                          Users can accomplish their
                                    goals




Saturday, July 14, 2012
What is important to any product to be used by people




                               Desirable
                          Evokes positive emotions


                                 Usable
                                 Easy to use

                                 Useful
                          Users can accomplish their
                                    goals




Saturday, July 14, 2012
Desktop   vs   Mobile




Saturday, July 14, 2012
Desktop   vs   Mobile

     •Mouse as an accurate
     pointing device




Saturday, July 14, 2012
Desktop   vs   Mobile

     •Mouse as an accurate
     pointing device

     •Full keyboard




Saturday, July 14, 2012
Desktop   vs   Mobile

     •Mouse as an accurate
     pointing device

     •Full keyboard

     •Large screen




Saturday, July 14, 2012
Desktop   vs   Mobile

     •Mouse as an accurate
     pointing device

     •Full keyboard

     •Large screen
     •Broadband




Saturday, July 14, 2012
Desktop   vs   Mobile

     •Mouse as an accurate
     pointing device

     •Full keyboard

     •Large screen
     •Broadband

     •Comfortable chair




Saturday, July 14, 2012
Desktop   vs             Mobile

     •Mouse as an accurate           •Fingers to point
     pointing device

     •Full keyboard

     •Large screen
     •Broadband

     •Comfortable chair




Saturday, July 14, 2012
Desktop   vs             Mobile

     •Mouse as an accurate           •Fingers to point
     pointing device

     •Full keyboard                  •Limited keyboard

     •Large screen
     •Broadband

     •Comfortable chair




Saturday, July 14, 2012
Desktop   vs             Mobile

     •Mouse as an accurate           •Fingers to point
     pointing device

     •Full keyboard                  •Limited keyboard

     •Large screen                   •Small screen

     •Broadband

     •Comfortable chair




Saturday, July 14, 2012
Desktop   vs             Mobile

     •Mouse as an accurate           •Fingers to point
     pointing device

     •Full keyboard                  •Limited keyboard

     •Large screen                   •Small screen

     •Broadband                      •Poor connections

     •Comfortable chair




Saturday, July 14, 2012
Desktop   vs             Mobile

     •Mouse as an accurate           •Fingers to point
     pointing device

     •Full keyboard                  •Limited keyboard

     •Large screen                   •Small screen

     •Broadband                      •Poor connections

     •Comfortable chair              •Interruptions and distractions




Saturday, July 14, 2012
Context




Saturday, July 14, 2012
Context describes the
environment in which people
might use the app and its
features.


Saturday, July 14, 2012
The user can be anywhere




Saturday, July 14, 2012
Use while moving




Saturday, July 14, 2012
Instantaneous need for information




Saturday, July 14, 2012
Devices




Saturday, July 14, 2012
What do polish people use their smartphones
                      for?
                           58,7% During family dinner

                           44,4% Toilet

                           28% While driving a car
                           without a headset

                           27,8% During official
                           dinners




Saturday, July 14, 2012
Prospective users involvement is
                     key




Saturday, July 14, 2012
Segmentation

                          Who do you want to attract?




Saturday, July 14, 2012
Mobile specific questions




Saturday, July 14, 2012
Mobile specific questions
              •Why does the user use the site
              on a mobile device?




Saturday, July 14, 2012
Mobile specific questions
              •Why does the user use the site
              on a mobile device?

              •What features do they use?




Saturday, July 14, 2012
Mobile specific questions
              •Why does the user use the site
              on a mobile device?

              •What features do they use?

              •Where are they when use the site?




Saturday, July 14, 2012
Mobile specific questions
              •Why does the user use the site
              on a mobile device?

              •What features do they use?

              •Where are they when use the site?

              •Which devices do they use?


Saturday, July 14, 2012
Capture the findings - Personas




Saturday, July 14, 2012
Usability




                                      (Source: Jakob Nielsen’s Alertbox, September 26 2011)




Saturday, July 14, 2012
Usability
          Desktop success rate

                          84%Based on:
                          263 user studies




                                                         (Source: Jakob Nielsen’s Alertbox, September 26 2011)




Saturday, July 14, 2012
Usability
          Desktop success rate                     Mobile success rate

                          84%Based on:
                          263 user studies
                                                         64%      Based on:
                                                          User testing with 105 user;
                                                              390 different tasks




                                                                    (Source: Jakob Nielsen’s Alertbox, September 26 2011)




Saturday, July 14, 2012
Constraints of mobile web site use




Saturday, July 14, 2012
Constraints of mobile web site use



       • Small screen




Saturday, July 14, 2012
Constraints of mobile web site use



       • Small screen
       • Awkward input




Saturday, July 14, 2012
Constraints of mobile web site use



       • Small screen
       • Awkward input
       • Delayed downloads




Saturday, July 14, 2012
Allegro.pl desktop site




Saturday, July 14, 2012
Allegro.pl mobile site




Saturday, July 14, 2012
Allegro.pl mobile site




                          Most likely selections at the top




Saturday, July 14, 2012
Allegro.pl mobile site




                          Most likely selections at the top

                          Images kept to a minimum




Saturday, July 14, 2012
Allegro.pl mobile site




                          Most likely selections at the top

                          Images kept to a minimum

                          Reduced content




Saturday, July 14, 2012
Allegro.pl mobile site




                          Most likely selections at the top

                          Images kept to a minimum

                          Reduced content

                          A simple one column structure




Saturday, July 14, 2012
Allegro.pl mobile site




                          Most likely selections at the top

                          Images kept to a minimum

                          Reduced content

                          A simple one column structure

                          Option to use full site at the
                          bottom




Saturday, July 14, 2012
Design for emotion - Urbanspoon




Saturday, July 14, 2012
Design for emotion - Urbanspoon

                          • Playful & engaging




Saturday, July 14, 2012
Design for emotion - Urbanspoon

                          • Playful & engaging
                          • Takes advantage of the iPhone’s
                          accelerometer




Saturday, July 14, 2012
Design for emotion - Hipmunk




Saturday, July 14, 2012
Design for emotion - Hipmunk

                          • Keeps the user while engaged while
                          waiting for search results




Saturday, July 14, 2012
Take-aways:




Saturday, July 14, 2012
Take-aways:


Check your web analytics data to see whether you need a mobile site or not




Saturday, July 14, 2012
Take-aways:


Check your web analytics data to see whether you need a mobile site or not



Analyse the context of use of your target audience




Saturday, July 14, 2012
Take-aways:


Check your web analytics data to see whether you need a mobile site or not



Analyse the context of use of your target audience



Less is more when it comes to mobile design




Saturday, July 14, 2012
Take-aways:


Check your web analytics data to see whether you need a mobile site or not



Analyse the context of use of your target audience



Less is more when it comes to mobile design



Make it fun to use




Saturday, July 14, 2012
Thank you.




Saturday, July 14, 2012

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Ux in dm d4=r1

  • 1. UX in digital media Mobile and traditional web - Sebastian Daum - Fortune Cookie Saturday, July 14, 2012
  • 2. Why mobile UX is important By 2014, mobile internet should take over desktop internet usage. (Source: Microsoft Tag, April 2011) Saturday, July 14, 2012
  • 3. Not everyone needs a mobile website. Saturday, July 14, 2012
  • 4. What is important to any product to be used by people Saturday, July 14, 2012
  • 5. What is important to any product to be used by people Useful Users can accomplish their goals Saturday, July 14, 2012
  • 6. What is important to any product to be used by people Usable Easy to use Useful Users can accomplish their goals Saturday, July 14, 2012
  • 7. What is important to any product to be used by people Desirable Evokes positive emotions Usable Easy to use Useful Users can accomplish their goals Saturday, July 14, 2012
  • 8. Desktop vs Mobile Saturday, July 14, 2012
  • 9. Desktop vs Mobile •Mouse as an accurate pointing device Saturday, July 14, 2012
  • 10. Desktop vs Mobile •Mouse as an accurate pointing device •Full keyboard Saturday, July 14, 2012
  • 11. Desktop vs Mobile •Mouse as an accurate pointing device •Full keyboard •Large screen Saturday, July 14, 2012
  • 12. Desktop vs Mobile •Mouse as an accurate pointing device •Full keyboard •Large screen •Broadband Saturday, July 14, 2012
  • 13. Desktop vs Mobile •Mouse as an accurate pointing device •Full keyboard •Large screen •Broadband •Comfortable chair Saturday, July 14, 2012
  • 14. Desktop vs Mobile •Mouse as an accurate •Fingers to point pointing device •Full keyboard •Large screen •Broadband •Comfortable chair Saturday, July 14, 2012
  • 15. Desktop vs Mobile •Mouse as an accurate •Fingers to point pointing device •Full keyboard •Limited keyboard •Large screen •Broadband •Comfortable chair Saturday, July 14, 2012
  • 16. Desktop vs Mobile •Mouse as an accurate •Fingers to point pointing device •Full keyboard •Limited keyboard •Large screen •Small screen •Broadband •Comfortable chair Saturday, July 14, 2012
  • 17. Desktop vs Mobile •Mouse as an accurate •Fingers to point pointing device •Full keyboard •Limited keyboard •Large screen •Small screen •Broadband •Poor connections •Comfortable chair Saturday, July 14, 2012
  • 18. Desktop vs Mobile •Mouse as an accurate •Fingers to point pointing device •Full keyboard •Limited keyboard •Large screen •Small screen •Broadband •Poor connections •Comfortable chair •Interruptions and distractions Saturday, July 14, 2012
  • 20. Context describes the environment in which people might use the app and its features. Saturday, July 14, 2012
  • 21. The user can be anywhere Saturday, July 14, 2012
  • 22. Use while moving Saturday, July 14, 2012
  • 23. Instantaneous need for information Saturday, July 14, 2012
  • 25. What do polish people use their smartphones for? 58,7% During family dinner 44,4% Toilet 28% While driving a car without a headset 27,8% During official dinners Saturday, July 14, 2012
  • 26. Prospective users involvement is key Saturday, July 14, 2012
  • 27. Segmentation Who do you want to attract? Saturday, July 14, 2012
  • 29. Mobile specific questions •Why does the user use the site on a mobile device? Saturday, July 14, 2012
  • 30. Mobile specific questions •Why does the user use the site on a mobile device? •What features do they use? Saturday, July 14, 2012
  • 31. Mobile specific questions •Why does the user use the site on a mobile device? •What features do they use? •Where are they when use the site? Saturday, July 14, 2012
  • 32. Mobile specific questions •Why does the user use the site on a mobile device? •What features do they use? •Where are they when use the site? •Which devices do they use? Saturday, July 14, 2012
  • 33. Capture the findings - Personas Saturday, July 14, 2012
  • 34. Usability (Source: Jakob Nielsen’s Alertbox, September 26 2011) Saturday, July 14, 2012
  • 35. Usability Desktop success rate 84%Based on: 263 user studies (Source: Jakob Nielsen’s Alertbox, September 26 2011) Saturday, July 14, 2012
  • 36. Usability Desktop success rate Mobile success rate 84%Based on: 263 user studies 64% Based on: User testing with 105 user; 390 different tasks (Source: Jakob Nielsen’s Alertbox, September 26 2011) Saturday, July 14, 2012
  • 37. Constraints of mobile web site use Saturday, July 14, 2012
  • 38. Constraints of mobile web site use • Small screen Saturday, July 14, 2012
  • 39. Constraints of mobile web site use • Small screen • Awkward input Saturday, July 14, 2012
  • 40. Constraints of mobile web site use • Small screen • Awkward input • Delayed downloads Saturday, July 14, 2012
  • 43. Allegro.pl mobile site Most likely selections at the top Saturday, July 14, 2012
  • 44. Allegro.pl mobile site Most likely selections at the top Images kept to a minimum Saturday, July 14, 2012
  • 45. Allegro.pl mobile site Most likely selections at the top Images kept to a minimum Reduced content Saturday, July 14, 2012
  • 46. Allegro.pl mobile site Most likely selections at the top Images kept to a minimum Reduced content A simple one column structure Saturday, July 14, 2012
  • 47. Allegro.pl mobile site Most likely selections at the top Images kept to a minimum Reduced content A simple one column structure Option to use full site at the bottom Saturday, July 14, 2012
  • 48. Design for emotion - Urbanspoon Saturday, July 14, 2012
  • 49. Design for emotion - Urbanspoon • Playful & engaging Saturday, July 14, 2012
  • 50. Design for emotion - Urbanspoon • Playful & engaging • Takes advantage of the iPhone’s accelerometer Saturday, July 14, 2012
  • 51. Design for emotion - Hipmunk Saturday, July 14, 2012
  • 52. Design for emotion - Hipmunk • Keeps the user while engaged while waiting for search results Saturday, July 14, 2012
  • 54. Take-aways: Check your web analytics data to see whether you need a mobile site or not Saturday, July 14, 2012
  • 55. Take-aways: Check your web analytics data to see whether you need a mobile site or not Analyse the context of use of your target audience Saturday, July 14, 2012
  • 56. Take-aways: Check your web analytics data to see whether you need a mobile site or not Analyse the context of use of your target audience Less is more when it comes to mobile design Saturday, July 14, 2012
  • 57. Take-aways: Check your web analytics data to see whether you need a mobile site or not Analyse the context of use of your target audience Less is more when it comes to mobile design Make it fun to use Saturday, July 14, 2012