The State of Mobile User Experience

WAP 2.0 – AN INTRODUCTION, BEST PRACTICES AND BUSINESS SCENARIO

July 2012


About the Report

Smartphones are not just the flavour of the day, they are
fundamentally changing the landscape of information,
communication and entertainment, much like Television and PCs
did in the 70s. It‟s no wonder then, that marketers across
industries are exploring ways to use the medium to acquire new
customers and engage existing ones.

And the centerpiece of this revolution is the world of Apps. Apple
is soon about to hit 25Bn downloads from its app store. And that‟s
just one platform. Apps are versatile and can serve different
needs – entertainment, business, education, information,
relationships – there are even apps that purport to read your
mind.


About the Report

However, the one thing that does not change through all the
technological innovation is the importance of User Experience.
No matter how sophisticated a solution is, if users find it difficult
to use, it will at best enjoy a grudging acceptance.

The State of Mobile UX is a review of how mobile apps put out by
brands for their consumers fare in terms of content, features &
usability from the end user’s perspective.

It also evaluates how the apps stack up against each other.


About the Report

The State of Mobile UX Report, presented jointly by UX Labs and
Thmbstrk, seeks to help a brand manager / marketer, or indeed an
app developer to understand the ‘dos & don’ts’ when
developing a mobile application.

For the purpose of the report, we consider apps available on the
Indian app stores of Apple, Android, Blackberry & Nokia. The
purpose of the report however is not to provide a comprehensive
list of all applications in a given industry vertical.

The first report in the series focuses on the Insurance industry.


Insurance (Life & General)


Nationwide Mobile

About the app
The Nationwide app is built to guide consumers through the next
steps after an accident. It provides emergency help information &
lets consumers file claims inside the app itself. It‟s present on
iPhone & Android platforms but the features & user interface are
similar. The app reviewed here is the iPhone App.

Find app at http://goo.gl/07QQX


Nationwide Mobile

What we loved
Content & Features
• Content is comprehensive, useful and relevant (claims, find a repair shop) and
supports customer needs.
• Clear upfront instructions.
App Structure & Usability
• Easy and upfront login.
• Navigation and interaction within the app is very intuitive, simple and clear. Users
would mostly be in no doubt as to what to do next.
• Accurate, descriptive labels for icons, links, entry fields etc. help users feel
confident while using the app.
• Maintains a „flow‟, helps users clearly understand what to do next. Their attention
to detail goes a long way in error prevention.
• Several „shortcuts‟ make the process much easier for the user. Ex: Location
detector within forms auto-fills address fields, “Login” to automatically pull in
user details.
• Clean, bold layout aids scanning and interaction.


Nationwide Mobile

What could have been better
• The claims form is a few too many levels deep.
• Form interactions can sometimes be tedious. Ex: clicking to select date /
time takes one to a new screen.
• Disabled „Continue‟ button coupled with absence of instructions about
required information could confuse users.
• Does not ask permission before cancelling filled-in forms.


Prudential’s ‘What’s Your Number’

About the app
The „What‟s Your Number?‟ retirement calculator helps consumers
calculate the investments they need to make today for the type
of retirement they want. It is present on iPhone, Android &
Blackberry platforms but the features & user interface are
similar. The app reviewed here is the iPhone App.

Find app at http://goo.gl/QibKz



What we loved
Content & Features
• Content reduces the user‟s load by allowing them to start with what they
know and then providing them with helpful answers/ranges.
• Straightforward, easy to understand content.
• Provides clear calls to action, next steps for users.
• Clean, simple, easy-to-follow application.
• Slider navigation well executed, creates a feeling of play.
• Clean presentation, great visual design. Presentation is used effectively to
guide eye to most important content.
• Interaction and transitions are smooth, works very well in conjunction with
the iPhone UI.



• The slider interaction though very well executed, does not cater to the
context. Sliders do not support cases where the entry is based on binary
choices or specific numbers.
• Lack of input field, restricts users in cases where they may want to enter
specific numbers, requiring too much precision and control.
• Lack of tool tips or other help for users who may need support.


Aviva’s ‘Time To Act’

About the app
„Time to Act‟ is a pension app for iPhone that that calculates the
value of any employer contributions to pension, and tax savings as
a result of paying into one‟s pension. It also demonstrates how
retirement income can be affected by various factors, and the
important role investment style plays.

Find app at http://goo.gl/HunmX



What we loved
Content & Features
• Uses the capabilities of the phone to the maximum.
• Auto correction of errors (putting alphabetical words instead of numerical
value, field not taking it.)
• Copy with a clear mood and tone keeps users engaged.
• Use of bold colours and bold graphics makes the experience engaging and
enjoyable.
• Use of graphics to communicate numeric concepts aids users in processing
information.



• Having engaged and convinced users, it unfortunately leaves users without
any call to action or options for next steps.
• Repeat users get taken to the last screen they were at, which could be
disorienting they land on a different page each time. Home-screens are
typically used by users to orient themselves.
• Requires focus and entails a bit of a learning curve. Not necessarily intuitive
the first time.
• The flow and interaction for creating and saving a plan does not match
interaction conventions.
• Other interaction mechanisms (like Edit) are not always obvious.
• The label plan may not be understood by users or create the right
expectation on what maybe coming next.
• Small font size impacts readability.


Fireman’s Fund Mobile

About the app
Fireman‟s Fund‟s mobile app is designed for policyholders to store
their insurance information, to notify Fireman‟s Fund of accidents
and losses and to submit information about them. It is present on
iPhone & Android platforms but the features & user interface are
similar. The app reviewed here is the Android App.

Find app at http://goo.gl/bnp9b



What we loved
Content & Features
• Start screen - good in terms of steps/copy - tone is steady, good for
emergency situations.
• Well written, descriptive copy creates a positive brand personality.
• Caters to various user needs and scenarios at the scene of an accident.
• Offers some great content/features in the accident help section ex: find a
locksmith, find a glass shop, find a tow truck.
• The inclusion of the loading symbol provides users with reassuring feedback
while waiting.
• The scroll wheel date choosing mechanism works well.
• Creates a sense of safety by informing users that they could lose their data
if they choose to navigate away from a form.



• The current structure does not allow users to select the purpose of the
claim (ex: auto, jewellery) before getting into the claiming process.
• Start up screen navigation labels are unclear so the user might not know
what to expect.
• The visual flow of content on the first screen for the claims process causes
confusion.
• App description does not clearly indicate it can be used to submit a claim.
• Interaction design is not economical: requires additional taps to input data
rather than just allowing entry on tapping the field itself


ICICI Pru Life TaxCulator

About the app
An Income Tax Calculator app by ICICI Pru Life. It is available
for iPhone, Android, Nokia & Blackberry phones but the
features & user interface are similar. The app reviewed here
is the Android app.

Find app at http://goo.gl/bz0kY



What we loved
Content & Features
• Comprehensive calculator, which takes into account all the various factors
that might influence tax calculation.



• Start screens do not guide users about how to get started/where to click.
• Number of steps involved in the calculation not indicated upfront.
• Required fields not indicated.
• Error messages not displayed in the context of the relevant field.
• Spelling errors/typos impact credibility.
• Incorrect use of conventional form interactions. Ex: Clicking inside an input
field opens a form in a pop-up.
• Absence of contextual help, explanations for technical finance terms.
• Unclear labels e.g. income from salary – Is it monthly or annually?
• Ineffective calls to action – not in the user‟s typical path.


ICICI Prudential Future Calculator

About the App
Future Planner is a collection of 6 insurance calculators for
various purposes, including education, retirement, wealth,
and health insurance calculators. It is available for iPhone &
Nokia phones but the features & user interface are identical.
The app reviewed here is the Nokia app.

Find app at http://goo.gl/GyG9b



What we loved
• Interactions are tailor made for the device & platform.
• Clear instructions for the user on what to do next.



• Does not include any explanation or ground setting content to set expectations on
what the application will let you do.
• Navigation is confusing as all links lead to content contrary to the expectation set by
labels.
• The use of phone‟s native UI for entering data into the calculators makes it very
confusing for the user to enter the data. A new user is never sure of where he/she is
inside the app. The random selection of options in drop downs & missing units also
adds to the confusion.
• Interacting with the app does not lead the user (or ICICI) anywhere. No calls to action
or conclusions are provided. Most importantly, does not help ICICI leverage any
interaction/customer data.
• Overall the interaction is very clumsy, does not follow standard norms, requires extra
effort on the user‟s part to understand the navigation as well as the flow of the app.
• The content does not have any repeat value.


Aegon Religare’s iTerm Calculator

About the app
„iTerm Calculator‟ is an app created to inform users about
the iTerm plan. It contains a premium calculator and
information about the plan, with various contact options. It
is available for iPhone & Nokia phones but the features &
user interface are identical. The app reviewed here is the
Nokia app.

Find app at http://goo.gl/H5mFh



What we liked
• Clean, simple, easy to follow application.
• Slider navigation well executed, creates a feeling of play.
• Accurate, descriptive labels, entry fields etc. help users feel confident
while using the app.
• Provides clear calls to action, next steps for users on the calculator
output page.
• Provides easy ways to get in touch with the company regarding the
output the user has achieved. Ex: click to call, SMS to express interest.
• Good use of error messages.



• Does not give users any key information about the plan upfront.
• Lack of input field along with sliders, restricts users in cases where they
may want to enter specific numbers, requiring too much precision and
control.
• Direct calls to action missing on product details page.
• Contextual help missing. Ex: Explanation of technical terms like „sum
assured‟.
• Vanilla look and feel.


How they stack up


Learning & Trends


Key Learnings

App Content & Features
• The app generates face time with the customer for your brand. Leverage this
to position your brand strongly in the mind of the consumer, visually and
also through copy and tone. If possible, create the connect with visible offline
activities/campaigns.

• When planning the app, keep in mind how to enable repeat usage. Most apps
are used once & forgotten/deleted if they do not have repeat usage value.

• Go beyond the business functionality & provide relevant helping content to
help users in the context that they are in. This helps create an emotional
„connect‟ with the consumer.

• Wherever possible, leverage the customer behavior information generated by
the app to provide a personalized deal/offer. Provide clear next steps &
relevant calls to action to increase the ROI from the app.


Key Learnings

• Keep in mind the fact that your users are used to the platforms/phones and so have
some typical learned behaviors. Do not make them unlearn.

• Play/interaction are important to keep the users engaged. Hence design the app to
ensure that the app experience is ‘interactive’.

• Provide options that cater to multiple user scenarios. Broad categories maybe
better than specific. Being too specific may end up leading to excluding some
scenarios.

App Marketing
• To ensure that your brand gets the best results from the mobile app, ensure there is
sufficient marketing push to get the app to reach maximum customers.

• Ensure that multiple actions such as App SEO, App Seeding, submission to relevant
3rd party app stores & app marketing campaigns are carried out.


Methodology

Selection of Apps
• To create the initial list of apps, we searched for apps in the Insurance sector
available on the Indian app Stores of Apple, Android, Blackberry & Nokia using
popular keywords (such as insurance, ULIP etc).

• Apps from brands operating in the Indian market as well as brands not currently
present in the Indian market were considered.

• Final selection for review was based on app rank for popular keywords (thus
defining ease of discovery), the idea behind the app & how good or bad the
execution was.


Methodology

Scoring Criteria
•Strategy (30 points): App concept and implementation, communication strategy
and fulfillment of business objectives and user goals, and repeat usage value.

•Navigation (20 points): Intuitiveness of structure and task flow, contextual
awareness, categorization & labeling and ease of access to frequent tasks.

•Interaction (20 points): Control selection, affordance and behavior, interaction
functions, errors and feedback mechanisms

•Presentation (20 points): Look and feel, visual hierarchy, consistency, alignment
and grouping of layout, usage of graphics and color to support content and aid
comprehension.

•Content (10 points): Crisp yet effective copy, readability and ease of scanning,
conversational style & tone of copy in sync with app objectives.


About thmbstrk

Thmbstrk, a division of Indigo Consulting, is a 360 full service mobile marketing agency
which delivers experiences that capture consumer attention by breaking through the media
clutter.

Our services include:
• Mobile Site Design & Development
• Mobile App Design & Development
• Mobile Augmented Reality based Marketing Solutions
• QR Code based Marketing Solutions
• App Discovery Services
• Mobile Media Campaigns

Thmbstrk has worked with some of the leading brands such as HDFC Bank, Asian Paints,
Kolkata Knight Riders, South Australia Tourism Commission, Loop Mobile amongst others.


About UX Labs

UX Labs is an independent division of Indigo Consulting, which specializes in
understanding user behavior and needs and converting them into superior user experiences.

We believe that User Experience is not just about simplicity, but also about innovation and
creating the right experience at the right time.

Our services across web & mobile include:
• User Research
• Usability Testing
• Expert UX Evaluation
• Navigation and Interaction Design

Some of our clients are: HDFC Bank, ADCB, ICICI Prudential Life, NSE, UTI MF, Thomas Cook,
Kerala Holiday Mart, Kalpataru, Mahindra & Mahindra amongst others.


enquiry@thmbstrk.co.in uxperts@uxlabs.co.in

+91-22-43110303 / 04 +91-22-43110303 / 04

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