Left To Their Own Devices: The Real Mobile Experience

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The statistics say that people spend more time with their devices than their loved ones, there are more people that own smartphones than use a toothbrush, that most people are using their tablets while watching TV, and they are all shopping up a storm. OK, we get it. Mobile is critical, and people are adopting big-time. But what is the real story of people and their devices? And what does it mean for the user experience? This deck explores common behaviors we’ve seen in hundreds of user research sessions – online, in the lab, and in the so-called real world – and the implications they have for mobile user experience. Come away with guiding principles for creating an awesome mobile user experience and a toolkit for keeping it real.

Transcript of Left To Their Own Devices: The Real Mobile Experience

  • Left To Their Own Devices The real mobile experience February 2014 Credit: Luca Napoli
  • Pamela Pavliscak (not meant to be spoken) @paminthelab Change Sciences
  • I love experiments
  • This speaks to me This speaks to me alastairheseltine.com/
  • Outline of todays talk hope reality experiments data WTF despair
  • 7 billion mobile phones 55% of those are smartphones Source: Ericsson
  • 1 baby born 5 mobile phones activated Source: ITU & US Census
  • Babies love phones actually ickr.com/photos/iangrieveson/ Source: NY Times, Martin Lindstrom
  • And then theres this
  • Lets Talk About RELATIONSHIPS (with our phones)
  • It is a bit OBSESSIVE
  • Typical mobiles users check their phones 150 times a day Source: Mary Meeker
  • Smartphone owners spend over 2 hours on their phone each day. ickr.com/photos/jacksw/ Source: eMarketer
  • 55% 39% 77% while driving while in the bathroom while watching TV 72% 33% 36% while shopping at social events at school or kids events Sources: Google Insights, Harris Interactive & Pew Internet
  • Context is complex on the go urgent bored reclining distracted lonely rushed lost social local questioning relaxed repetitive deciding happy
  • 21% of US mobile phone owners mostly go online using their phones, globally its higher. ickr.com/photos/yellowmo/ Source: Pew Internet
  • By Preference 50% of smartphone owners under 30 use the Internet mostly on their phone Source: Pew Internet
  • Out of Necessity 55% of Americans who make less than $30K/yr have no other access at home Source: Pew Internet
  • For Convenience 34% just use the device that is closest at hand Source: Google Insights
  • If it is not on mobile, does it really exist? ickr.com/photos/lestaylorphoto
  • It is intensely PERSONAL
  • 29% say that their phone is the first and last thing they look at every day. ickr.com/photos/hirngespinste/ Source: Qualcomm
  • 44% sleep with their phones (no not like that, except for ahem 9%) Source: Pew Internet & Harris Interactive
  • And then again Women who would rather 48% give up sex for 1 month 52% give up phone for 1 month Source: Hufngton Post
  • EXPERIMENT Can I See Your Phone? ONE
  • 100 people, not totally random
  • Why no, no you cant Hands It Over Makes an Excuse Puts Phone Away Holds & Shows Source: Change Sciences
  • Well, if you pay me Study Participants Friends Acquaintances Strangers Source: Change Sciences
  • We do Nice Things for it etsy.com/shop/LuvYourCase
  • Plus, we are always TOUCHING it
  • Its kind of like an awesome pet instagram.com/paminthelab
  • Smartphone!
  • That also gives us superpowers kerpa100.deviantart.com
  • 86% solve problems, even troubleshoot emergencies, with their smartphones. ickr.com/photos/felipe_i/ Source: Pew Internet
  • It acts as a CO-PARENT instagram.com/paminthelab
  • Only 20% of parents dont use tablets or phones to keep kids occupied (and they are kind of annoying) Source: Harris Interactive
  • It shields us from reality, for better or worse nickrodrigues.com
  • It bends time and space potterpuppetpals.com
  • It connects us, sort of instagram.com/paminthelab
  • Privacy But what do people really DO on mobile?
  • EXPERIMENT Aggregate 25 Studies TWO N=489
  • We touch it a lot but mostly 3 WAYS
  • Tap / 72% Swipe / 77% Scroll / 94% Source: Change Sciences
  • People know how but they would rather not zoom (that small text is a bother)
  • Omit needless Gestures
  • No guesswork Obvious Cues
  • Minimal Animated Cues
  • Mixed feelings Animated Guide
  • Keep it BIG
  • First impressions The Flick
  • I scroll quickly to just to see whats there but then I always go back to the top. -F, GenX, Wired Source: Change Sciences
  • Wait, what? The Washing Machine
  • The swipe/scroll combo accidentally reveals whats in the hamburger menu (more on that in a minute)
  • TAKEAWAY We make up our own gestures out of the few we rely on.
  • We go to great lengths to AVOID typing
  • Fat Fingers SKIP IT COMPLAIN This Sucks! Unfavorable Comparison Another Path WORKAROUND Cut & Paste Close & Open Source: Change Sciences
  • Oh shit, did I just overdraw my account with that typo? -M, GenX, Pragmatist Source: Change Sciences
  • About 40% of online banking logins fail on the first attempt Source: Braintree
  • People dont make it easy on themselves 90% 10% portrait landscape Source: UX Matters, Steve Hoober
  • If it requires typing Remember
  • Mixed feelings Social Login
  • Maybe? Mobile Wallet
  • TAKEAWAY Design for typing ZERO.
  • ICONS are mostly confusing
  • Play / 92% Close / 90% Search / 80% Source: Change Sciences
  • Use any of these, or A/B test options (just dont go without)
  • Favorite / 63% Settings / 57% Locate / 35% Source: Change Sciences
  • Dont go rogue Standard Icons
  • Crystal clear Use Your Words
  • Still not sure The Hamburger
  • Ive been noticing that little doodad on sites but thought it was just the design. -M, Millennial, Wired Source: Change Sciences
  • Hamburger awarene