Easy Mobile
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Easy Mobile Making your app easier to use Tuesday, May 28, 13
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Transcript of Easy Mobile
Easy MobileMaking 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
gravityswitch.com/andevcon
After the Break
‣ How visuals support brand
‣ Applying this to mobile
‣ Making your apps better
‣ The importance of icons
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A Little About Me
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Tuesday, May 28, 13
She does the hard work
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gravityswitch.com/andevcon
Tuesday, May 28, 13
gravityswitch.com/andevcon
We make cool stuff with cool people.
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gravityswitch.com/andevcon
I also like
‣ Change
‣ Technology
‣ Simple solutions to complex problems
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Agile Can Be ScaryHere’s what it means to Gravity Switch
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gravityswitch.com/andevcon
WORKING SOFTWARE OVER COMPREHENSIVE DOCUMENTATION
CUSTOMER COLLABORATIONOVER CONTRACT NEGOTIATION
RESPONDING TO CHANGEOVER FOLLOWING A PLAN
INDIVIDUALS & INTERACTIONS OVER PROCESSES & TOOLS
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A StoryUsability = 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 1DAY 7DAY 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 1DAY 7DAY 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
Getting Started Screens
Tuesday, May 28, 13
Getting Started Screens
Tuesday, May 28, 13
Getting Started Screens
Tuesday, May 28, 13
We have to do better
Tuesday, May 28, 13
We have to do better
Tuesday, May 28, 13
We have to do better
Tuesday, May 28, 13
We have to do better
Tuesday, May 28, 13
We have to do better
Tuesday, May 28, 13
We have to do better
Tuesday, May 28, 13
We have to do better
Tuesday, May 28, 13
We have to do better
Tuesday, May 28, 13
We have to do better
Tuesday, May 28, 13
We have to do better
Tuesday, May 28, 13
We have to do better
Tuesday, May 28, 13
gravityswitch.com/andevcon
WORKING SOFTWARE OVER COMPREHENSIVE DOCUMENTATION
CUSTOMER COLLABORATIONOVER CONTRACT NEGOTIATION
RESPONDING TO CHANGEOVER FOLLOWING A PLAN
INDIVIDUALS & INTERACTIONS OVER PROCESSES & TOOLS
Tuesday, May 28, 13
gravityswitch.com/andevcon
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
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A Little About You
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gravityswitch.com/andevcon
Why’d ya come?
Existing App
New App
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Whacha building?
Game
Utility
Productivity
Music/Photo/Video
Other
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gravityswitch.com/andevcon
$0.00
$.99 - $2.99
$3.99 - $9.99
$9.99+
Other (internal app)
Pricing
$
$
$
?
Free!
$
$$
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Company size
Lone Gunslinger
2-10 Employees/Partners
11-100 Employees
100+ Employees
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Android only
iDevices & Android
Anything else? HTML5?
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Your superpower?
Programming
Design
Usability
Other
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Want to learn more
Some experience
Conducted software testing
Measured results
Usability experience
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Overview
UserNeeds
BusinessNeeds
Brand
Easy to use.
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⇥ 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
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gravityswitch.com/andevcon
The mobile difference
Small
Portable
Personal
Bandwidth matters
Interrupted
Typing sucks
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Apps that “get it”
Interrupted (2 mins)
No Internet Needed
Uses Touch
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Apps that “get it”
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.
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Apps that “get it”
Personal
On the Road
Avoids Typing
No Internet Needed
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Successful AppsTraits
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Top iPhone apps
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Top iPhone apps
94% Are useful because they’re mobile
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Top iPhone apps
94% Are useful because they’re mobile
56% Use touch meaningfully
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Top iPhone apps
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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
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What don’t you do?
The most successful
companies have a list of
things they DON’T do.
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More Features = Hard to Use
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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
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Whatever
... What about Android Apps?
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Why buy Android?
4. Need reading glasses
3. Geek / Tinkerer
2. It’s not Apple
1. International availability
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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”
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28 Games (+6)
4 Angry Birds
3 Word games
1 Music (+0)
1 Utility (+1)
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Top 20 are ALL gamesGames (+10)
Music (-3)
Social media (-2)
News (-2)
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9 Utilities (+0)
5 Geeks (+4)
5 Games (-3)
3 Music (+0)
1 Camera (-1)
1 Office docs (+0)
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Goals Before UsabilityWhat are you trying to do?
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Why?
Fame?
Fortune?
Your boss?
Ask why 5 times
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Trinity of UsabilityStorytelling, wireframing, testing
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1. StorytellingUse case vs. user scenario
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Storytelling
Use case = How features work
User scenarios = How people work
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2. WireframingTo wireframe or not to wireframe
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Wireframing
‣ “Paper prototyping”
‣ Easy to test
‣ Easy to change
‣ Hand-drawn
‣ No colors/fonts/pictures
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Wireframes
spec => wireframe => prototype => experience
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3. Usability TestingWhat’s useful and what’s not
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Tap-TapFirst mobile app
developer to make
$1m profit every
month.
Started with 4 apps,
and built out the one
that tested the best.
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When to test
KnownUnknown
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When to test
KnownUnknown
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When to test
KnownUnknown
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When to test
KnownUnknown
Test
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When to test
KnownUnknown
Test
Steal ideas first!
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Usability testing
1. Focus Groups
2. Surveys
3. A/B Testing
4. Usability Testing
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Focus groups are not useful for testing.
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focus groups
‣ set goals
‣ get buy-in (stakeholders)
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Surveys are only useful for specific questions.
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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?
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gravityswitch.com/andevcon
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
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gravityswitch.com/andevcon
A/B testing rocks.
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A/B testing
‣ Sanity check big changes
‣ Fine-tune details
‣ Find problems for usability testing
‣ Get buying early from stakeholders
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gravityswitch.com/andevcon
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?
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gravityswitch.com/andevcon
A/B testing
‣ Expensive (time consuming)
‣ Requires good statistic tracking
‣ Requires large(ish) sample size
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Usability testing
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Usability testing
‣ Cheapest and most useful testing
‣ Find out where users get lost
‣ Sanity check yourself
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This all sounds good, but what does real testing look like?
who has an app to test?
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Do it now
‣ Test early
‣ Test often
‣ Find biggest problem
‣ Find simplest solution
‣ Repeat
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Best PracticesTips from the masters
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AccessibilityLaws and business
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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.
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The Laws
ADA Title III governing public
accommodations for private entities
prohibits discrimination, requires access to
services and facilities, and requires effective
communication.
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The Laws
Twenty-First Century Communications and
Video Accessibility Act of 2010
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Title I - Communication
‣ Advanced Communication Services
(VOIP, text, email, IM, Video
communication, etc.)
‣ Web browsers on mobile devices
‣ (Hearing aid happens at system level)
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Title II - Video
‣ Mostly about TV
‣ TV => Internet must maintain captions
‣ Emergency Information (i.e. 911)
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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
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How important is it?
Lots of wiggle room
Small audience
(Potentially) significant work
HIPPOs
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My Rule of Thumb
Would you use your app hands-free
while driving?
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AnalyticsWhat is measured improves
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Your drop-off by time?
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Your weak points?
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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!
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Screen SizesThe “F” word again
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always rethink tablets
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Users = BloodhoundsThe scent of information
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What’s the 3-Click Rule?
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What’s the 3-Click Rule?
it’s a myth
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The 3 usability sins
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The 3 usability sins
1. dead-ends
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The 3 usability sins
1. dead-ends
2. backtracks
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The 3 usability sins
1. dead-ends
2. backtracks
3. thinking
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Navigation & MenusGiving them the scent of information
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gravityswitch.com/andevcon
Main Menu = Good
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Consistent Navigation
labels Android
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Fitt’s LawThe first rule of computer usability
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Fitt’s law
distance
button size
corners = infinitely large
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touch changes it
no abstraction (mouse)
same distance to everything
corners are HARDER to hit
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Tiff’s law
poke position
thumbs
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poke position
Distance and location don’t matter!
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thumbs
arch of thumbs = easy
all others = hard
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horizontal vs. vertical
82% of top
Apple apps
lock the
orientation
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horizontal vs. vertical
if lots of typing - responsive
if one-handed - vertical (or responsive)
otherwise just pick one and ship it
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The first 2 minutesDon’t loose people before you hook them
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gravityswitch.com/andevcon
people are lazy and you don’t want unhappy
users.
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Key TakeAwayIf you do one thing, do usability testing
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gravityswitch.com/andevcon
usability testing
test early
test often
find your biggest problem
do the least work possible
do it again
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gravityswitch.com/andevcon
18 mobile sites
1,000 #Fails
147 recommendations
m-commerce
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There will be a Quiz
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scannable home page
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Avoid Dropdowns
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Clear Buttons
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Careful w/AutoCorrect
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Big Data Entry Fields
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Show a damn calendar
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What did you learn?
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Does everyone have 3 ideas?
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Ask me questions
http://gravityswitch.com/[email protected]
@jasonNmark
Visual Design - up next!
eBooks (Thursday 8:30)
Tuesday, May 28, 13
