Easy Mobile

Easy Mobile
Making your app easier to use
Tuesday, May 28, 13

I’ll Cover
‣ The cost of bad usability
‣ Data on successful apps
‣ Examples of good and bad usability
‣ How to easily improve usability
‣ Your apps & problems
Tuesday, May 28, 13

gravityswitch.com/andevcon
My Goal
‣ Help you understand usability
‣ Make it simple to improve
‣ Everyone leave here with 3 practical
things they can do to improve their
app THIS WEEK.
Tuesday, May 28, 13

After the Break
‣ How visuals support brand
‣ Applying this to mobile
‣ Making your apps better
‣ The importance of icons
Tuesday, May 28, 13

A Little About Me
Tuesday, May 28, 13

I like chaos
Tuesday, May 28, 13

She does the hard work
Tuesday, May 28, 13

Tuesday, May 28, 13

We make cool stuff with
cool people.
Tuesday, May 28, 13

I also like
‣ Change
‣ Technology
‣ Simple solutions to complex problems
Tuesday, May 28, 13

We’re agile
Tuesday, May 28, 13

Agile Can Be Scary
Here’s what it means to
Gravity Switch
Tuesday, May 28, 13

WORKING SOFTWARE
OVER COMPREHENSIVE DOCUMENTATION
CUSTOMER COLLABORATION
OVER CONTRACT NEGOTIATION
RESPONDING TO CHANGE
OVER FOLLOWING A PLAN
INDIVIDUALS & INTERACTIONS
OVER PROCESSES & TOOLS
Tuesday, May 28, 13

A Story
Usability = Retention
Tuesday, May 28, 13

Reten%on
-‐
10
Most
Popular
iOS
Apps
0%
25%
50%
75%
100%
13%
24%26%
29%31%32%
37%38%38%
67%
DAY
1
DAY
7
DAY
30

App1

App2

App3

App4

App5

App6

App7

App8

App9

App10

@robertjweber
Tuesday, May 28, 13

0%
25%
50%
75%
100%
13%
18%18%
22%
27%27%28%
31%
35%
52% DAY
1
DAY
7
DAY
30
Reten%on
-‐
10
Most
Popular
Android
Apps

App1

App2

App3

App4

App5

App6

App7

App8

App9

App10

@robertjweber
Tuesday, May 28, 13

Getting Started Screens
Tuesday, May 28, 13

We have to do better
Tuesday, May 28, 13

Why 1 Week?
We tried the software & user tested
Pain points were SUPER obvious
Perfect is the enemy of good
Winners ship
We don’t need longer
Tuesday, May 28, 13

A Little About You
Tuesday, May 28, 13

Why’d ya come?
Existing App
New App
Tuesday, May 28, 13

Whacha building?
Game
Utility
Productivity
Music/Photo/Video
Other
Tuesday, May 28, 13

$0.00
$.99 - $2.99
$3.99 - $9.99
$9.99+
Other (internal app)
Pricing
$
$
$
?
Free!
$
$$
Tuesday, May 28, 13

Company size
Lone Gunslinger
2-10 Employees/Partners
11-100 Employees
100+ Employees
Tuesday, May 28, 13

Android only
iDevices & Android
Anything else? HTML5?
Tuesday, May 28, 13

Your superpower?
Programming
Design
Usability
Other
Tuesday, May 28, 13

Want to learn more
Some experience
Conducted software testing
Measured results
Usability experience
Tuesday, May 28, 13

Overview
User
Needs
Business
Needs
Brand
Easy to use.
Tuesday, May 28, 13

⇥ Technology ⇤ Design ⌅ Usability ⇧ Business
Geeks start it.
(Programmers, NASA
engineers, etc.)
You won't hit the majority until you
have a commercially viable product!
The building blocks
of technology
Tuesday, May 28, 13

The mobile difference
Small
Portable
Personal
Bandwidth matters
Interrupted
Typing sucks
Tuesday, May 28, 13

Apps that “get it”
Interrupted (2 mins)
No Internet Needed
Uses Touch
Tuesday, May 28, 13

In 2008, Pandora built an iPhone
app that let people stream music.
Almost immediately, 35,000 new
users a day joined Pandora from
their cellphones, doubling the
number of daily signups.
Tuesday, May 28, 13

Personal
On the Road
Avoids Typing
No Internet Needed
Tuesday, May 28, 13

Successful Apps
Traits
Tuesday, May 28, 13

Top iPhone apps
Tuesday, May 28, 13

Top iPhone apps
94% Are useful because they’re mobile
Tuesday, May 28, 13

Top iPhone apps
94% Are useful because they’re mobile
56% Use touch meaningfully
Tuesday, May 28, 13

Top iPhone apps
3% Use video
3% Use the camera meaningfully
4% Use tilt meaningfully
11% Use GPS
15% Are multiplayer
4% Use two of these features
0% Use three or more
Tuesday, May 28, 13

What don’t you do?
The most successful
companies have a list of
things they DON’T do.
Tuesday, May 28, 13

More Features =
Hard to Use
Tuesday, May 28, 13

Are You Focused?
‣ Useful BECAUSE it’s mobile?
‣ Uses touch to *enhance* experience
‣ How many of the following does it use?
- Camera
- Video
- Tilt
- GPS
- Multiplayer
Tuesday, May 28, 13

Whatever
... What about Android Apps?
Tuesday, May 28, 13

Why buy Android?
4. Need reading glasses
3. Geek / Tinkerer
2. It’s not Apple
1. International availability
Tuesday, May 28, 13

21 Games (+9)
4 Photo (+2)
2 Social networking(+2)
1 Education (+1)
1 Entertainment (+1)
1 Weather (+1)
0 News (-2)
0 Music (-3)
Apple “Hall of Fame”
Tuesday, May 28, 13

28 Games (+6)
4 Angry Birds
3 Word games
1 Music (+0)
1 Utility (+1)
Tuesday, May 28, 13

Top 20 are ALL games
Games (+10)
Music (-3)
Social media (-2)
News (-2)
Tuesday, May 28, 13

9 Utilities (+0)
5 Geeks (+4)
5 Games (-3)
3 Music (+0)
1 Camera (-1)
1 Office docs (+0)
Tuesday, May 28, 13

Goals Before Usability
What are you trying to do?
Tuesday, May 28, 13

Why?
Fame?
Fortune?
Your boss?
Ask why 5 times
Tuesday, May 28, 13

Trinity of Usability
Storytelling, wireframing, testing
Tuesday, May 28, 13

1. Storytelling
Use case vs. user scenario
Tuesday, May 28, 13

Storytelling
Use case = How features work
User scenarios = How people work
Tuesday, May 28, 13

2. Wireframing
To wireframe or not to wireframe
Tuesday, May 28, 13

Wireframing
‣ “Paper prototyping”
‣ Easy to test
‣ Easy to change
‣ Hand-drawn
‣ No colors/fonts/pictures
Tuesday, May 28, 13

Wireframes
spec => wireframe => prototype => experience
Tuesday, May 28, 13

3. Usability Testing
What’s useful and what’s not
Tuesday, May 28, 13

Tap-Tap
First mobile app
developer to make
$1m profit every
month.
Started with 4 apps,
and built out the one
that tested the best.
Tuesday, May 28, 13

When to test
Tuesday, May 28, 13

When to test
KnownUnknown
Tuesday, May 28, 13

When to test
KnownUnknown
Test
Tuesday, May 28, 13

When to test
KnownUnknown
Test
Steal ideas first!
Tuesday, May 28, 13

Usability testing
1. Focus Groups
2. Surveys
3. A/B Testing
4. Usability Testing
Tuesday, May 28, 13

Focus groups are not
useful for testing.
Tuesday, May 28, 13

focus groups
‣ set goals
‣ get buy-in (stakeholders)
Tuesday, May 28, 13

Surveys are only useful
for specific questions.
Tuesday, May 28, 13

surveys
‣ do we call it refresh or reload?
‣ does this make us look like hacks?
‣ which tagline works best?
‣ which icon gets the most traffic?
Tuesday, May 28, 13

surveys
‣ do we call it refresh or reload?
‣ does this make us look like hacks?
‣ which tagline works best?
‣ which icon gets the most traffic?
you can A/B test
these too
Tuesday, May 28, 13

A/B testing rocks.
Tuesday, May 28, 13

A/B testing
‣ Sanity check big changes
‣ Fine-tune details
‣ Find problems for usability testing
‣ Get buying early from stakeholders
Tuesday, May 28, 13

A/B testing
David Hyman (CEO) of
MOG’s #1 tip for mobile
usability is to “reduce
barriers”
How can he increase the
number of PAID members?
Tuesday, May 28, 13

A/B testing
‣ Expensive (time consuming)
‣ Requires good statistic tracking
‣ Requires large(ish) sample size
Tuesday, May 28, 13

Usability testing
Tuesday, May 28, 13

Usability testing
‣ Cheapest and most useful testing
‣ Find out where users get lost
‣ Sanity check yourself
Tuesday, May 28, 13

This all sounds good, but what
does real testing look like?
who has an app to test?
Tuesday, May 28, 13

Do it now
‣ Test early
‣ Test often
‣ Find biggest problem
‣ Find simplest solution
‣ Repeat
Tuesday, May 28, 13

Best Practices
Tips from the masters
Tuesday, May 28, 13

Accessibility
Laws and business
Tuesday, May 28, 13

The Laws
Under Section 508 (29 U.S.C. ‘794 d),
[government] agencies must give disabled
employees and members of the public
access to information that is comparable to
access available to others.
Tuesday, May 28, 13

The Laws
ADA Title III governing public
accommodations for private entities
prohibits discrimination, requires access to
services and facilities, and requires effective
communication.
Tuesday, May 28, 13

The Laws
Twenty-First Century Communications and
Video Accessibility Act of 2010
Tuesday, May 28, 13

Title I - Communication
‣ Advanced Communication Services
(VOIP, text, email, IM, Video
communication, etc.)
‣ Web browsers on mobile devices
‣ (Hearing aid happens at system level)
Tuesday, May 28, 13

Title II - Video
‣ Mostly about TV
‣ TV => Internet must maintain captions
‣ Emergency Information (i.e. 911)
Tuesday, May 28, 13

The Numbers
‣ 0.3% of the US is blind
‣ 0.3% of the US are functionally deaf
‣ 2.3% of the US are hard of hearing
‣ Many Android Users on Gingerbread
Tuesday, May 28, 13

How important is it?
Lots of wiggle room
Small audience
(Potentially) significant work
HIPPOs
Tuesday, May 28, 13

My Rule of Thumb
Would you use your app hands-free
while driving?
Tuesday, May 28, 13

Analytics
What is measured improves
Tuesday, May 28, 13

Your drop-off by time?
Tuesday, May 28, 13

Your weak points?
Tuesday, May 28, 13

Write it down
If you don’t have analytics, get them!
If you have them, look at them!
If you look at them, change your behavior!
Tuesday, May 28, 13

Screen Sizes
The “F” word again
Tuesday, May 28, 13

breakpoints
Tuesday, May 28, 13

always rethink tablets
Tuesday, May 28, 13

responsive
Tuesday, May 28, 13

Users = Bloodhounds
The scent of information
Tuesday, May 28, 13

What’s the 3-Click Rule?
Tuesday, May 28, 13

What’s the 3-Click Rule?
it’s a myth
Tuesday, May 28, 13

The 3 usability sins
Tuesday, May 28, 13

1. dead-ends
Tuesday, May 28, 13

1. dead-ends
2. backtracks
Tuesday, May 28, 13

1. dead-ends
2. backtracks
3. thinking
Tuesday, May 28, 13

Navigation & Menus
Giving them the scent of information
Tuesday, May 28, 13

Main Menu = Good
Tuesday, May 28, 13

Consistent Navigation
labels Android
Tuesday, May 28, 13

Fitt’s Law
The first rule of computer usability
Tuesday, May 28, 13

Fitt’s law
distance
button size
corners = infinitely large
Tuesday, May 28, 13

touch changes it
no abstraction (mouse)
same distance to everything
corners are HARDER to hit
Tuesday, May 28, 13

Tiff’s law
poke position
thumbs
Tuesday, May 28, 13

poke position
Distance and location don’t matter!
Tuesday, May 28, 13

thumbs
arch of thumbs = easy
all others = hard
Tuesday, May 28, 13

horizontal vs. vertical
82% of top
Apple apps
lock the
orientation
Tuesday, May 28, 13

horizontal vs. vertical
if lots of typing - responsive
if one-handed - vertical (or responsive)
otherwise just pick one and ship it
Tuesday, May 28, 13

The first 2 minutes
Don’t loose people before you hook them
Tuesday, May 28, 13

people are lazy and you
don’t want unhappy
users.
Tuesday, May 28, 13

Key TakeAway
If you do one thing, do usability testing
Tuesday, May 28, 13

usability testing
test early
test often
find your biggest problem
do the least work possible
do it again
Tuesday, May 28, 13

18 mobile sites
1,000 #Fails
147 recommendations
m-commerce
Tuesday, May 28, 13

There will be a Quiz
Tuesday, May 28, 13

scannable home page
Tuesday, May 28, 13

Declutter
Tuesday, May 28, 13

Give Context
Tuesday, May 28, 13

Avoid Dropdowns
Tuesday, May 28, 13

Long Pages
Tuesday, May 28, 13

Clear Buttons
Tuesday, May 28, 13

Careful w/AutoCorrect
Tuesday, May 28, 13

Big Data Entry Fields
Tuesday, May 28, 13

Show a damn calendar
Tuesday, May 28, 13

Example
Tuesday, May 28, 13

What did you learn?
Tuesday, May 28, 13

Does everyone have 3
ideas?
Tuesday, May 28, 13

Ask me questions
http://gravityswitch.com/andevcon
jason@gravityswitch.com
@jasonNmark
Visual Design - up next!
eBooks (Thursday 8:30)
Tuesday, May 28, 13

Easy Mobile

Recomendados

Recomendados

Mais conteúdo relacionado

Semelhante a Easy Mobile

Semelhante a Easy Mobile (20)

Easy Mobile