ConsistencyHow consistency can inspire users to stay longer on your App and to explore more

ID for Devz at Hacker Dojo

Nilo Sarraf

November 2010

Why Consistency is Gooood

• Less cognitive efforts on learning your App• Less cognitive resources wasted • Increased positive user experience• Happy users!• Users are more likely to come back• Users will spend more time ‘exploring’ your

App

Two Types of Consistencies

1. Internal Consistency - Within you App• Two identical elements have the same behaviors

and consequences• Internal knowledge within the App

2. External Consistency - Without you App• Elements in your App follow the ‘conventional’

user interface norms• Internal knowledge of the App in comparison to

the external knowledge• Forward Transfer

Internal Consistency• When two identical elements have the same behaviors and

consequences• Internal knowledge within the App• Limited user cognitive resources is spent

– Learning processes minimized

• Users more willing to explore your App– You are using what users already know– Predictable and learnable Apps– More cognitive resources is spent on exploring your App, as opposed to

learning at the element levels

• Happy users who keep consistently coming back!

NOTE: More important to implement Internal rather than External Consistency

Consistent Internal Behavior

• Customization– Google Chrome behaves the same even if the

user is allowed to customize

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No Internal Consistency?

• Users will spend time and energy on learning, as opposed to exploring your App

• Frustrated users• Higher percentage of users are likely to leave

your App within amount of short time

Can You Identify the Links?

Can You Identify the Links?

LinksLink

Links

Links

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“Consistency makes the interface familiar and predictable.”

(The Windows User Interface Guidelines for Software Design, Microsoft Press)

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These Two Lists, on the Same CD APP, Operate Totally Differently

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Play ListCD Track List

External Consistency

• To be consistent with the ‘conventional norms’

• Forward Transfer – Sounds too dry and not as creative?– The reality is that users want to be able to

recognize various element on your App– Users prefer to explore Apps rather than trying to

learn them all over again

Icons… FOR EVER!!!

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Identifying Areas Where You Can Be Consistent

• Elements• Design• Content• Interaction

Elements

• Footer, side bar, and navigation• Changed look and feel of the site• But the elements are ALWAYS consistently on the same spot

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Design• “Its OK to experiment but keep the design consistent.”• Users remember details • Allow for customization?

Consistent Design•Consistent UI

•Consistent look and feel across platforms

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iPhone App

Android App

Content

• Consistent in tone, mood, quality, and quantity

• Users get used to the tone – Funny, laid back, adventures, fantasy, serious,

playful… You choose!– Keep the same tense: past or present

• Users get used to the posting ‘schedule’

Consistent Content

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•Hot Devz

•Consistent tone, mood, quantity, quality, and scheduling

Interaction

• Users choose to interact with your App differently but the interaction still needs to be consistent – Links open in new or existing windows– Displaying pictures– Drag and drops

• Radio buttons that work as check boxes

Consistent Interaction

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•Tony’s tips for iPhone users

•Follows Safari’s bookmark model

•Forward Transfer

Tony’s App

Safari’s App

Finally: Just Remember These!

• It’s OK to make your own controls but don’t have them behave differently than the conventional existing controls

• If something looks the SAME, it should behave the SAME

• If something looks DIFFERENT, it should behave DIFFERENT

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References

• UI Usability– http://claudiorikower.com/blog/2009/12/usability-principles-consistency-and-

standards/

• UX Booth– http://www.uxbooth.com/blog/consistency-key-to-a-better-user-experience/

• Pure Caffeine– http://www.purecaffeine.com/2009/12/consistency-youre-just-being-obsessi

ve-compulsive/

• iPhone App UI– http://www.flickr.com/photos/papernapkin/sets/72157622312444768/