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Developing a mobile strategy

Date (9th Jan)Cherry Cheng (Original)Will Kwok (1st revision)

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What we design for?

• People use mobile apps is different from they use desktop and laptop computers, they have different expectations for the user experience

• People often use mobile-based devices while they’re on the go. Part of the job is to create a responsive, compelling experience that pulls people in and gets them to the content they care about quickly and easily.

How people use mobile-based devices

• Who are your users? What do you know about them? What type of behavior can you assume or predict?

• What is happening? What are the circumstances in which they will best absorb the content you intend to present?

• When will they interact? When they are home and have large amounts of time? At work, where they have short periods of focus?

• Where are they? Are they in a public space or a private space?

• Why will they use your app?

Designing for context

In general, the largest percentage of users (at least 80 percent) use very limited number of features in an app, while only a small percentage (no more than 20 percent) use all the features. Mobile apps seldom need to provide all the features that only power users need.

80-20 rule

80-20 rule

PS vs Instagram

80-20 rule

Premiere Pro vs iMovie App

• An app fits well on the device screen

• Responds to the gestures that people know

• Provides much of the experience people are looking for

• Keep the user experience uppermost in the design

• Mobile technologies can be found in the apps

• Contain a beautiful, custom app icon that people will enjoy seeing

How people appreciate?

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Mobile Strategy

• How much time, effort and money it will cost you?

• If you only target on one platform, you might possibly see success with relatively no risk

• Attempting to scale, you will find increase amount of time and effort required to be success

• With wrong strategy, it can be hard to justify and even harder to monetize the cost

• It’s difference from the traditional rules of business on the Web or the desktop

Mobile strategy

• The display is paramount, regardless of its size.

• Device orientation can change

• Apps respond to gestures, not only clicks

• Preferences are available in settings

• Onscreen User help is minimal

• Most Apps have a single window

Platform Characteristics

• Rule 1: Forget what you think you know

• Rule 2: Believe what you see, not what you read

• Rule 3: Constraints Never Come First

• Rule 4: Focus on Context, Goals, and Needs

• Rule 5: You can’t support Everything

• Rule 6: Don’t Convert, Create

• Rule 7: Keep it Simple

Mobile rules

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HCI Principles

A great user interface follows human interface design principles that are based on the users think and work.

A user interface that is unattractive convoluted, or illogical can make even a great application seems like a chore to use

A beautiful, intuitive, compelling user interface enhances an application’s functionality and inspires a positive emotional attachment in users.

Human Interface Principles

• Not measure of how beautiful an application is

• Measure of how well the appearance of the app integrates with its function.

• An app gives users a clear, unified message about its purpose and its identity.

• For example : • A game, users expect a beautiful

appearance that promises fun and encourages discovery. Although people don’t expect to accomplish a serious or productive task in a game, they still expect the game’s appearance to integrate with the experience.

• A productive task app generally keeps the decorative elements subtle and in the background.

Aesthetic Integrity

Aesthetic Integrity

Gargeband

Aesthetic Integrity

iPhoto

• Consistency in the interface allows people to transfer their knowledge and skills from one application to another.

• A consistent application is not a slavish copy of other applications. But it is an application that take advantage of the standards and paradigms people are comfortable with.

• To determine whether an app follows the principle of consistency,

• Is the application consistent with the mobile standards?

• Does it use system-provided controls, views, and icons?

• Does it incorporate device features in a reliable way?• Is the application consistent within itself?

• Does text use uniform terminology and style?• Do the same icons always mean the same thing?• Can people predict what will happen when they

perform the same action in different places?• Do custom UI elements look and behave the same

throughout the app?• Is the application consistent with its earlier version?• Have the terms and meaning remained the same?

Consistency

Consistency

Left: common icons. Right: dashboard

• When user directly manipulate onscreen objects instead of using separate controls to manipulate them, they’re more engaged with the task and they more readily understand the results of their action.

• For example : instead of tapping zoom controls, people can use the pinch gestures to directly expand or contract an area of the content.

• In mobile device, people can experience direct manipulation when they:

• Rotate or otherwise move the device to affect onscreen objects

• Use gestures to manipulate onscreen objects

• Can see that their actions have immediate, visible results

Direct Manipulation

Direct Manipulation

Direct Manipulation

Clear App - http://vimeo.com/51690799

• Feedback acknowledges people’s actions and assures them that processing is occurring.

• People expect immediate feedback when they operate a control.

• The built-in iOS applications, it respond to every user action with some perceptible change. For example, list items highlight briefly when people tap them.

• Subtle animation can give people meaningful feedback that helps clarify the results of their actions.

• Sound can also give people useful feedback.

Feedback

Feedback

• When virtual objects and actions in an application are metaphors for objects and actions in the real world, users quickly grasp how to use the app.

• For example : a folderPeople put things in folders in the real world, so they immediately understand the idea of putting files into folders on a computer

• In mobile devices, they provide great cope for metaphors, such as : tapping music playback controls, sliding on/off switches, etc

Metaphors

Metaphors

Ring / Scroller Metaphors

Metaphors

iBook – Bookshelf Outlook

• User feel more in control of an app when behaviors and controls are familiar and predictable. And when actions are simple and straightforward, user can easily understand and remember them.

• People expect to have opportunity to cancel an operation before it begins,

• Expect to get a chance to confirm their intention to perform a potentially destructive action.

• People also expect to be able to stop an operation that’s underway

User Control

User Control

User Control