designing and testing mobile apps for non-traditional audiences - mobile world congress '14...
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This talk was part of the Advanced User Interfaces Seminar at Mobile World Congress 2014 (#mwc14) hosted by the UK's ICT KTN. It covers the challenges and proposes some solutions in designing and testing apps and mobile services geared towards a non-traditional audience such as elderly, disabled or young users. Presented by Meaghan Fitzgerald, CMO/COO of 23snaps.TRANSCRIPT
Mobile Interfaces for Non-Traditional Audiences
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
Introduction23snaps
TOP APPS OF 2012
TOP PHOTOGRAPHY APPS 2012
“23snaps… the Facebook for families.”
“23snaps… the Instagram for parents.”
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
Do You Really Know Who’s Using Your App?
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
Who Are Your Users?Your demographic may be different than you expect
55+ Census Data (2012) in the US and UK:
17mil UK / 143mil US
% of minors (age 10-12) on Facebook:
>50%
Mobile Internet and App Usage Among 55+:
27% UK / 55% US
Growth in 55+ AgeGroup Mobile UsageSince 2012 (UK):
60%
Stats from Ofcom, Pew Internet Reports, The National Office of Statistics (UK) and US Census Data
% of children under 8 using mobile devices (US):
>75%
<17 Census Data (2012) in the US and UK:
14mil UK / 74mil US
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
Why It’s So Hard to Design for a Non-Traditional
Audience
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
ChallengesTo designing and testing features for apps with a non-traditional audience
Testing Selection Bias
Consider the sources where you acquire users for testing – there’s a huge bias for tech-savvy users.
Bias in Tracking Tools
Most tracking optimises tests and goals based on events you define.
Overcompensating with Onboarding
Are you forcing users down a path that actually deters them from engaging?
Incorrect User Data
By assuming certain fields will be relevant (or required) for your users, you encourage incorrect data (i.e. Under-13s on Facebook)
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
Meaghan Fitzgerald – 23snaps – @23snaps
Strategies for Designing and Testing Your App
StrategiesFor designing and testing features for apps with a non-traditional audience
Challenge Your Assumptions
Where are you making assumptions that your designs and features are easy and clear?
Have you seen it anywhere besides an app or website?
Always Answer “Where” and “Why”
One of the biggest contributors to bad UI is allowing the user to get ‘lost’ in your app.
Use Time as a Proxy for Frustration
Just because people are doing what you expect them to do, that doesn’t mean it’s easy for them.
There’s No Replacement for Watching Someone
Watching someone use your app exposes all flaws. Where can you find real examples of your users?
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
Case StudiesWith examples from 23snaps
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
OnboardingGetting people to the right place
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
StoriesCreating and consuming complex content
Designing for content creators: How could we simplify creating long-form content on mobile?
Designing for consumers: How could we help locate the reader while sharing the whole story?
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps
Thank YouMeaghan Fitzgerald
[email protected]@megfitz / @23snaps
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps