Bad UX is Bad for Business LondonUXMeetup

JULIAN HARTY 4th May 2016

Creative Commons License This presentation by Julian Harty is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License. Materials, logs, etc. remain the copyright of their respective owners.

http://creativecommons.org/licenses/by-sa/3.0/deed.en_US

Rev: 04 May 2016

4.4 -> 4.3 = ?

2

Cause & Effects

3

Tippen Sie auf die Farbe, die Sie bevorzugen, das Spiel fortzusetzen.

Appuyez sur la couleur que vous préférez pour continuer le jeu.

ඔබ #$ඩාව (ගටම කැම. ව/ණය මත ත3ටු කර6න.

Tap on the colour you prefer to continue the game.

A banking example

4

https://itunes.apple.com/us/app/m-t-mobile-banking/id397761931?mt=8

Kindle App for iOS

5

Kindle App for iOS

6

06 Apr 2016 03 May 2016

Designing for Users AnexampleofRethinkingthe‘Problem’

7

The eyes-free project HowtomakeanAndroidphoneaccessibleforblindusers?

8

No support in the platform

barr

iers

Touchscreen

Approach • GestureUI• Compass-pointgestures

•  Shaketodelete• Rela@veoffsets•  FreeandOpenSource

9

http://code.google.com/p/eyes-free/downloads/list Eyes-free Shell

Eyes-free screenshots

10

Scroll using the Track-ball

Or use gestures: Letters Numbers

AddiMonal benefits •  Enablesuserstointeractwithoutlookingattheirphone•  Adaptstowhereeachgestureisstarted•  GoodPR

11 http://www.nytimes.com/2009/01/04/business/04blind.html

Things that might help UstoimproveUX

12

Assess & Respond to Feedback

13

2 feedback

96% of companies don’t respond to feedback on App Stores Two-Star feedback is the most serious and actionable.

Khalid, H., Shihab, E., Nagappan, M., & Hassan, A. E. (2015). What do mobile app users complain about?. Software, IEEE, 32(3), 70-77.

Colourful Thinking

AlfredHitchcock

BlueScript:facts

GreenScript:emo@ons

SixThinkingHats

14

https://www.youtube.com/watch?v=DasTbFUcmtI

15

http://uk.businessinsider.com/facebook-2g-tuesdays-to-slow-employee-internet-speeds-down-2015-10

Use similar devices to your users

16

wired.com/2015/10/facebook-workers-ditch-iphones-in-push-for-world-conquest/

Use AnalyMcs & Heatmaps

17

Feedback Cycles

• Nolongerlimitedtowhat“we”think“they”need/do/etc.Discoverhowtheappbehavesacrossvirtuallyallthepopula@on

•  Lowercostofopera@ons

• Realusagecanhelpdriveourtes@ngandanalysis;bringsrealismtoourtes@ng

Some benefits of analyMcs data

Layers of an App

Heatmaps

Problema@cUI Heatmap

Source:hVps://www.hotjar.com/heatmaps

“8HeatmapTeststhatrevealvisitorbehavior.”

Images source: Appsee.com

Analy@csforSoYwareDevelopment

EngineeringAc@vity,

Benchmarking,Tes@ng

Trends,

DefectReportsExtrapola@on

SoYwarequality

models,

boVleneckanalysis

Specifica@on

refinement,

assetrealloca@on

Failurepredic@on

models

What’shappened?(Reporting)

What’shappeningnow?(Alerts)

Whatwillhappen?

(Forecas@ng)

Howandwhydidit

happen?(Factoranalysis)

Whatisthenext

bestac@on?(Recommenda@on)

What’sthebest/worstthatcanhappen?

(Modeling/Simulation)

Informa2on

Insight

Past Present Future

hVp://research.microsoY.com/pubs/136974/foser-2010-buse.pdf

How many devices are enough? PerennialQues@on

Devices Matrices

Android Images used with permission from OpenSignal.com

https://iossupportmatrix.com/

Enough for 80% of reviews “Priori@zingthedevicestotestyourappon:Acasestudyofandroidgameapps”

<=Free

Paid=>

Enough for 80% of …

• Bugs?

• Usage?

• Locales&Languages?

• NetworkCondi@ons?

• …?

26

Beyond UX

27

Customer Experience (CX)

28 https://experiencematters.wordpress.com/2016/04/01/cx-metrics-immature-but-improving-infographic/

Good UX Isgoodforbusiness

29

Pay-per-laugh

30

https://www.youtube.com/watch?v=5yonV64s7go

31

“You have to start with the customer experience and work backwards to the technology” Steve Jobs (1997)

Apple: The World’s most valuable company (2016)

Using social networks

•  In-houseprojects•  Expensive,@me-consuming

•  (Yet)anotherapp…

32

•  Immediate

•  Lowcosttouse•  Anunderstood,acceptedprotocol

versus

33

https://en.wikipedia.org/wiki/Virgin_Atlantic#/media/File:Virgin_Atlantic_A340-300_G-VHOL_LHR_2003-6-12.png

http://www.virgin-atlantic.com/us/en/the-virgin-experience/upperclass.html

“The ‘package’ is much the same, it’s all about the service we [the crew] provide”

Engaging users

34

http://andrewchen.co/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better/

Other Drivers Whatelsedoweneedtoconsider?

35

Seismic DisrupMons

•  Banking•  FinTech:eatsintoprofitablesegments

•  Freedomandeasetoswitch

hVps://www.simplerworld.co.uk/

•  Pensions•  “Freedomandchoice”legisla@onin2014

hVp://www.pensionsadvisoryservice.org.uk/

•  Transporta@on•  E.g.Uber,GoogleMaps

•  TheWeb

• Mobileapps

36

Conclusions

Wecareenoughaboutouruserstochangewhatwedo

37

Weneedtoinnovatetosurvive&thrive

Digitalisakeydriver,yetweneedtokeepanalogueinmind

http://paulgraham.com/siliconvalley.html

Image: https://en.wikipedia.org/wiki/History_of_Buffalo,_New_York

READ THIS BOOK J

Questions now? Questions later… julianharty@gmail.com

http://themobileanalyticsplaybook.com/