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