mobile & ux - in the eye of the perfect storm

Illustrations by Jason Robb

Mobile & UX - In the Eye of the Perfect Storm User Interface Engineering - www.uie.com

© Copyright 2012, User Interface Engineering. All Rights Reserved. 1

MyCokeRewards.com



FOX.com



MikePanetta.com



LCBT.com



Marriott.com



United



United.com



MyCokeRewards.com



VerizonWireless.com



AT&T.com



Apple.com/iPhone



AirCanada.com



Boston.com



NYTimes.com



Sturgeon’s Law

90% of everything is crapAre your designs in the other 10%?

Are you considering the user’s perspective?



Altavista



Google



Accuweather



Umbrella Today



Air Canada



Air CanadaAir Canada



AirCanada.com



BART.gov



Amazon.com



BestBuy.com



Market Maturity

The features stage focuses on adding more into the design

The experience stage focuses on removing all but the essentials from the design

Is your market currently focused on technology, features, or experience?

Shifting from features to experience is the hardest thing an organization can do — and most fail



Six Flags: Mike Kazarnowicz, Joe Rollerfan (Flickr)



Disney World, Joe Penniston (Flickr)



Joanna8555 (Flickr)



Groupon



Grocon



Activities vs. Experience

Activities are discrete touchpoints with the users

Experience fills in the gaps

Mobile more often lives within the gaps



Investment

Delight

Use

r S

ati

sfa

cti

on

Frustration

Noriaka Kano



Shazam



LimoRes



Google



Neutral Satisfaction

Use

r Sa

tisfa

ctio

n

Delight

Frustration



My CokeRewards



MyCokeRewards.com



Site



Investment

Delight

Use

r Sa

tisfa

ctio

n

Frustration



Kano’s Model

Three vectors: Performance payoff, basic expectations, and excitement generators

Have to meet basic expectations before excitement generators will work

Over time, excitement generators become basic expectations



Copy Writing

Information Architecture

Design Process Management

User Research Practices

Interaction Design

Information Design

Visual Design

Editing &Curating

Ethnography

Domain Knowledge

Business Knowledge

Analytics

Marketing

Technology

ROI

Social Networks Use Cases

Agile Methods

Storytelling

Critiquing

Sketching

Presenting

Facilitating



The Three Questions

Vision: “Can everyone on the team describe the experience of using your design five years from now?”



A flag in the sand…

…that everyone marches towards.



Easily moved when things change.

Everyone continues to march toward it.



The Three Questions


Feedback: “In the last six weeks, have you spent more than two hours watching someone use your or a competitor’s design?”



Methods of Feedback

Usability TestingFive second testsTrade show/Cafe testingRemote usability tests

Field Studies

Customer SupportUser forums

Using it yourself (for self-designers)



The Three Questions


Feedback: “In the last six weeks, have you spent more than two hours watching someone use your or a competitor’s design?”

Culture: “In the last six weeks, have you rewarded a team member for creating a major design failure?”



The Eye of the Perfect Storm

Invest to avoid Sturgeon’s Law

Focus on experience over technology and features

Fill in the gaps between the activities

Ensure you meet basic needs while you search for delighters

Build in a feedback process

Create your experience vision

Celebrate learning from taking risks



Free for Webvision Attendees

BillScott

HaganRivers

BrandonSchauer

KimGoodwin

LukeWroblewski

Greg & StephanieRewis

StevePortigal

Kevin Hoffman

UI16 On Demand VideosMobile Input

UX Leadership

Being Creative with CSS3

Multi-device Design Patterns

UIConf.com/giveaway

