Mobile Content Consumption in Context - UXSS 2014

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    17-Aug-2014

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<ul><li> UX IN CONTEXT Crafting a user-centric mobile content strategy Anton Zadorozhnyy June 2014 </li> <li> A TALE OF TWO TRAINS BART CALTRAIN </li> <li> A TALE OF TWO TRAINS BART ~15 Min Mix of seating and standing Under &amp; Above ground </li> <li> A TALE OF TWO TRAINS CALTRAIN ~45 min Mostly seats, 2 levels Above ground </li> <li> Why do people favor phones on BART, and tablets on Caltrain? </li> <li> CONTEXT The relevant constraints of a situation or action </li> <li> CONTEXT The relevant constraints of a situation or action </li> <li> RELEVANT CONTRAINTS </li> <li> RELEVANT CONTRAINTS TIME </li> <li> RELEVANT CONTRAINTS TIME ENVIRONMENT </li> <li> RELEVANT CONTRAINTS TIME ENVIRONMENT UX </li> <li> TIME ENVIRONMENT UX RELEVANT CONTRAINTS </li> <li> Duration of availability How much time are your users able or willing to devote to your app? TIME </li> <li> Duration of availability Onboarding Complexity How much time are your users able or willing to devote to your app? How long / dicult is it to set up your app to its ideal state? TIME </li> <li> Duration of availability Onboarding Complexity Delay of reward How much time are your users able or willing to devote to your app? How long / dicult is it to set up your app to its ideal state? How soon after the user launches it does the app deliver value? TIME </li> <li> BART CALTRAIN ~15 Min ~45 Min Quick Browsing Scanning a feed Longform reading Saved Articles TIME </li> <li> Mobile Content Consumption Wakeup Commute Work &amp; Breaks Home &amp; Rest COMMUTER TIME </li> <li> Mobile Content Consumption Wakeup Commute Work &amp; Breaks Home &amp; Rest DEVICE DOMINANCE Mobile / Tablet Desktop / Mobile Multimedia TIME </li> <li> Mobile Content Consumption Wakeup Commute Work &amp; Breaks Home &amp; Rest MOTIVATIONS Wakeup + Catchup Breaks + Entertainment Relax + Delve TIME </li> <li> RELEVANT CONTRAINTS TIME ENVIRONMENT UX </li> <li> TIME ENVIRONMENT UX RELEVANT CONTRAINTS </li> <li> Modes are correlated to time, but ultimately driven by changes in environment. ENVIRONMENT Environment can be physical, social or mental. </li> <li> BART CALTRAIN Almost entirely seating Above ground only Fewer seats, mostly standing room Underground, no 4G signal or WiFi ENVIRONMENT </li> <li> Mobile Content Consumption Wakeup Commute Work &amp; Breaks Home &amp; Rest ENVIRONMENTAL CONSUMPTION MODES Wakeup Commute Workday Snacking Rest &amp; Delve ENVIRONMENT </li> <li> WAKEUP RITUAL As part of waking up, many people read tidbits from around the web and social media, looking to catch up on what theyve missed overnight ENVIRONMENT Positioning your content as must-not-miss can leverage FOMO (Fear of Missing Out) into driving engagement. </li> <li> COMMUTE Only applicable to those that use public transport. Will they have signal? Sitting or standing? - Be mindful of how rich your content is, and its impact on data usage. Consider the saved article case - Pocket is successful because of this use-case! ENVIRONMENT </li> <li> WORKDAY SNACKING Quick, lightweight consumption throughout the workday, either at their desk or on coee breaks, etc. Short, entertaining content is key. Be mindful of blatant images or large words that betray non-work material. ENVIRONMENT </li> <li> REST &amp; DELVE Relaxed mode, usually while doing something else. Longer span of time to devote to reading, but more distractions This can mean more opportunity for richer, longer content, but you must mitigate the distractions with place markers and sticky content progress. Heavy readers will often lie in bed and read on mobile to wind down and fall asleep. Dont forget Night Mode! ENVIRONMENT </li> <li> RELEVANT CONTRAINTS TIME ENVIRONMENT UX </li> <li> TIME ENVIRONMENT UX RELEVANT CONTRAINTS </li> <li> How do your users discover and engage with the content in your app? UX What assumptions are you making about what they know? </li> <li> UX MOBILE CONTENT UX PARADIGMS FEED DIGEST LIST </li> <li> UX FEED Endless - could keep scrolling forever Immediately updated - implies timeliness Redundant scroll for new content Good for one-handed scroll </li> <li> UX DIGEST Finite - has a (potentially satisfying) end Picked for you by ________ How many digests are there? More focus on each item </li> <li> UX LIST Exponentially more dense than other 2 Requires user to curate (HUGE) Horiz. scroll doesnt t mobile aordances Emphasis on sources/categories rather than content </li> <li> UX MOBILE CONTENT UX PARADIGMS FEED DIGEST LIST </li> <li> TIME ENVIRONMENT UX RELEVANT CONTRAINTS </li> <li> BACK TO THE TRAINS BART CALTRAIN </li> <li> CONTENT-CENTRIC AFFORDANCES Easier to hold when standing Not as WiFi dependent Emails/Texts/Music Sit-Down reading Longer form reading More potential with WiFi Richer media </li> <li> Your product does not exist in a vacuum, the context in which it is experienced determines its resonance with your user base. TO SUM: You must cater to the context via platform, design and feature set. </li> <li> THANK YOU! Anton Zadorozhnyy June 2014 azadorozhnyy@Linkedin.com </li> </ul>