Product Comparison on Mobile
Interaction DesignerFoolproof, London
Michele Brigante
@mkbrigante
Mobiles are maturing…
The good and the bad of mobile
Wayfinding
The good and the bad of mobile
Social connection
The good and the bad of mobile
Social connection
Capturing moments
Mobiles are not good at everything
Product comparison
Apple Example
Sainsbury’s Example
Apple Example
Why does this matter?
1.2 billion people access the web from their mobile devices
Source: Trinity Digital Marketing
63% of people expect to be doing more shopping on their mobiles over the next couple
of years
Source: Latitude
41% have turned to a competitor’s site after a bad
mobile experience
Source: Google
Screen size
matters!
Constraints feed creativity
Our design process
Horizontal table
Stacked table
Two-column view
Cognitive effort
Reliance on memory
Pogo-sticking between pages
Not knowing what to buy
“Research” mode
Organizing information with data tables
Product compariso
n
“Comparisons must be enforced within the scope of the eye span.”E. Tufte
Progressive reduction process
User research insights
IxD+VisD+UXC
User research insights
Our solution
“That was really good, I wasn’t expecting that, I didn’t have to go back a page.”
Male, 32
“Clever how it stays in the design of the page…it’s fun and engaging…sense of wizardry...I really appreciate little features that stop me having to faff.” Male, 46
“Visually this is very friendly on a small screen.” Male, 30
Control
Key Takeaways
2. Display only essential facts in the table.
3. Allow users to swap products in and out without leaving the table.
1. Provide a landing page that shows products at a glance, and allows shortlisting.
Control