trends, challenges & solution for mobile app ux design
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Joe (胡洋)April 28 2009April 28, 2009Thinkbank, Beijing, P.R China
T dTrend
ChallengeChallenge
SolutionSolution
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Mobile Phone: the 3rd Screen
3rd Screen
2nd Screen
1st Screen
1.5 Billion Users 1.0 Billion Users 3.0 Billion Users
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We Are Living & Doing Business in the Ear of Mobile App
Personalized Life Portal
ities
Personal Multimedia & Entertainment C t
GPS
nction
ali
Mobile internet
Basic Communication
Centre
b l
MP3/MP4Storage
on of fun
Bluetooth
Tool Mobile TV
Color screenCamera
VoiceSMS
Pene
trati
Game
VoiceP
1996 ………………………………………………………………………….……. 2008 2012 2015
Device convergence & upgrading 4
Widget App Is Going to Emerge as the Dominating Service Portal of Mobile Life in the Age of Mobile 2.0g
Mobile Phone will be the portal of internet & life is going to be “Widgetlization” in the future. 5
The Entire Value Chain Is Ready, Mobile Apps & Services Have Become the Engine for Future Growth
GoToMarket ChannelGoToMarket Channel used to be the last barrier for mobile app
developers to make money, but this is to be ended
as more and more “Application Stores” are available around the world.
And even more will be built‐up in the future.
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China’s Mobile Internet Users Is Surging
China Mobile Internet User Base Mobile Internet User % of Internet User
69%
75% 75%
70%
80%
310
360400 In million users
44%
57%
50%
60%
235
300
28%
34%
44%
30%
40%155
200
20%
30%
3147
92100
0%
10%
2005 2006 2007 2008 2009e 2010e 2011e
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0
2005 2006 2007 2008 2009e 2010e 2011e 2005 2006 2007 2008 2009e 2010e 2011e2005 2006 2007 2008 2009e 2010e 2011e
Source: CNNIC, 2009 Source: CNNIC, 2009
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Unfortunately, THIS IS a FRAGMENTEDWorld!
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Devices are Diversified
In China, there are:
• >150 phone brands, EXcluding white‐labels
• Around 6,000 devices are selling in the market place
• And there are > 200 new devices every month coming up• And there are > 200 new devices every month coming up
• > 20 million units sold to end user every month
• Functionalities mix also are dizzy:
OS J GPS i / id l b k t hOS, memory, Java, GPS, music / video playback, touch
screen, sensors, etc…
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Screen Sizes Are Diversified
1.5 1.6 1.7 1.8 2.0 2.1 2.2 2.4 2.6 2.8 3.0 3.2 3.5 3.7
China Mobile Phone Sales Breakdown by Screen Size (percent)
2.0‐2.2', 29
China Mobile Phone Sales Breakdown by Screen Size (percent)
1.8', 15
2.4', 17
1.6', 2
2.5‐2.6', 6
2 8' 6
1.5', 20
2.8 , 6
3.0‐3.5', 4 >3.5', 3
Source: thinkbank mobile phone retail audit, 2009
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Display Resolution Are Diversified
Resolution Percent
Handsets Display Resolution Breakdown: Febuary’09
240*320 39.7%
128*160 16.6%
128*128 14.8%
176*220 12.7%
68*98 8.7%
Others 7.5%
Total 100 0%Total 100.0%
Source: thinkbank mobile phone retail audit, 2009
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Operating System Are Diversified
Symbian 73
China Smart Phone Market Sales Volume Breakdown by OS: February’ 09(percent)
Symbian, 73
( Symbian6 0 7 0 8 0 8 1 8 2 9 0 9 1 9 2 9 36.0, 7.0, 8.0, 8.1, 8.2, 9.0, 9.1, 9.2, 9.3, 2nd, 3rd, 5th, UIQ……)
Others 3
OpenMobileSystem
Windows M bil 13
Linux, 9
iPhone, 2
Others, 3
(Classic / Standard / Professional)
System
Mobile, 13
Source: thinkbank mobile phone retail audit, 2009 12
Content Are Diversified
• Users do NOT only want what they already have on internet, music, video, games, sports, navigation, photo sharing, searching, shopping, chatting, banking, etc… but also want what has NOT yet beensharing, searching, shopping, chatting, banking, etc… but also want what has NOT yet been provided on the internet!
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Users’ Prior Experience Are Diversified
Right‐handed or left‐handed?
P i E iThis is ONLY one of the Prior Experiences users have.
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Usage Context Are Diversified
+ = Usage + = Context
Users would like to play with mobile apps Even when they are using
Homeon the way home
Waiting for boyfriends / girl
Anytime & Anywhere:Even when they are using rest rooms… ^_^
yOn the way officeOfficeCoffee barEt
y gfriendsWaiting in a queueOn bus / subway / After launchEtc. …… After launchBefore go to bedEtc…… 15
Users Are Fragmented, User Needs Are Diversified
• User segments are just like magic cubes that consists of pieces of mini‐cubes, every cube is unique.
U h diff t d d ti l• Users have different age, gender, educational background, income, jobs, value & lifestyle, personality, etc…
• Users are Fragmented, hence, users needs areDiversified.are Diversified.
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However What Has been Remaining UNCHANGED isHowever, What Has been Remaining UNCHANGED is the User’s Pursuit of UX: Ultimate UX!!!17
Challenge
TIAO ZHAN
挑战挑战
E id tl It’ V Ch ll i t D li Ulti t UX Di ifi dEvidently, It’s Very Challenging to Deliver Ultimate UX on Diversified Devices to Fragmented End Users in Various User Contexts! 18
How to Coordinate These Conflicts?
e
ees ss s
Target= Devices + Users + AppsTarget= Devices + Users + Apps19
Five Steps to be Successful
FIVE steps to align the disorder and match them up:
1. Understand Needs
2 Design UX2. Design UX
3. Measure UX
4. Evaluate UX
5. Optimize UXp
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Step 1: Understand User Need of Target Segment
Try to communicate, then UNDERSTAND your users:
1 Who are they?1. Who are they?
2. Where are they?
3. What they do?y
4. What do they need?
5. What kinds of devices they are using?
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Step 2: Design UX “H‐E‐M‐C”
Design for HANDS!
Design for EYES!
i f !Design for MINDS!
Design for CONTEXTS!Design for CONTEXTS!
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Step 3: Measure UX
Mobile Application UX Metrics
2 5
3.5
Usable
Useful
3.8
2.5
Intuitible
Usable
4.7Desirable
4.3Accessible
3.2
0 1 2 3 4 5
Valuable
0 1 2 3 4 5
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Step 4: Evaluate UX
11 InterviewInterview1. 1. InterviewInterview
22 ObserveObserve2. 2. ObserveObserve
333. 3. EvaluateEvaluate
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Step 5: Optimize UX
1. Refine the overall application concept.1. Refine the overall application concept.
2. Simplify the human machine interaction.
3 I i f3. Improve user interface.
4. Contextual test.
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Appendix:Appendix:
Top 10 Tips for App Development
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Top 10 Tips from User Focus Groups (1/10)
Keep the app conceptionKeep the app conception
Simple & Stupid.p p
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Top 10 Tips from User Focus Groups (2/10)
Visual EffectFascinated User Interface Design & Outstanding Visual Effect
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Top 10 Tips from User Focus Groups (3/10)
Intuitive design reduces the time user spends in learning how to use the app.
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Top 10 Tips from User Focus Groups (4/10)
innovationinnovation[in.no.va.tion]Innovation means a NEW way of doing something.
from www.wikipedia.com
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Top 10 Tips from User Focus Groups (5/10)
Transparent FeespGPRS fee, purchase fee & service fee, etc…Convince users that there is not any charging traps.y g g p
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Top 10 Tips from User Focus Groups (6/10)
Make It LARGE,
then User Can See It very Clearly.
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Top 10 Tips from User Focus Groups (7/10)
Any ScenarioUsers are going to use your app in Any Scenario you never imagined.
At home On their way In offices Even…Coffee bars
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Top 10 Tips from User Focus Groups (8/10)
LowerBattery Consumption level.y pThen users can play with you app longer.
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Top 10 Tips from User Focus Groups (9/10)
Users care about both
processing speed & network speed.
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Top 10 Tips from User Focus Groups (10/10)
Last, we are design for Small Display Devices
Design for devices like this NOT Devices like thisDesign for devices like this NOT Devices like this
VSVS
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THINK LOGICALLY ANALYSIS CREATIVELY PRESENT VISUALLYTHINK LOGICALLY, ANALYSIS CREATIVELY, PRESENT VISUALLY
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