Design principle for Mobile

1. Mobile UX Design

2. Nir Benita
UX/UI Designer

6. Why are we here?

7. “21% of users are Desktop only”
“75% of all traffic coming from apps”
“LinkedIn Mobile Usage Approaching A Majority —
Now At 41%”
Source - TechCrunch

8. iOS
42%
Android
52%
iOS Android Blackberry Windows

9. Planning an app

10. Native vs HTMLHTML

11. Write once - run
anywhere
HTML & JavaScript
Faster development
No approval process
Remote updating

12. Slow rendering
Only <20% spent on
mobile browser
Limited hardware
access
Less “discoverable”

13. Great UX
Unlimited hardware
access
>80% spent on native
apps
App store ecosystem
Offline use

14. Unique programming
languages
Expensive
development
More complex updates
Support for older
versions

15. –Mick Johnson, iOS Product Manager at Facebook
“EMBEDDING HTML5 INSIDE AN APP ISN'T
WHAT PEOPLE EXPECT.”

16. Change of context, not size

19. Design for insights, not ideas

20. http://www.javelin.com/experiment-board.html

21. Know your users

22. Sarah Aaron - Aspirational Cosmopolitan
22
Story:
‣ Avid fashionista who keeps up with
the latest trends
‣ Reads the S website
‣ Buys, shoes, accessories and
starting to buy casual wear online
‣ Loves live theatre but doesn’t go
often
‣ She is also a foodie and loves to
keep up with the latest in NYC
‣ When she cans she likes to cook
‣ Got promoted to Gallery Dir.
Demographic:
‣ Female
‣ 38 yr
‣ Gallery assistant director at
Gaggosian
‣ 58k YR
‣ No Kids
‣ Engaged
‣ Busy
Goals (objectives):
‣ She wants to go out more often,
because of work and because
social
‣ She needs to expand her night
time wardrobe
‣ Seeking more complicated outfits
and combinations
‣ Needs to look like a million
bucks on her budget
‣ She wants to be the boss
‣ To look the part - sophisticated
and trustworthy
Needs:
‣ To see the latest looks
‣ Needs to be able to curate
‣ Search by keywords
‣ Search by role
‣ Search by location
‣ Needs to be entrained / engaged
‣ To be able to purchase with one
click and have deals
‣ Related items
‣ Favorites
‣ Budget planner
‣ Pintrest integration

23. Increase Revenue
23
Term Concept Obtainability Desirability Total
S Subscription 9 9 18
L Affiliate Program 7 7 14
S Ad Revenue 10 10 20
M Branded Product 6 8 14
S Sponsors 7 9 16
L SAAS for decisions (Visualization) 7 8 15
L Quarterly Periodical 6 8 14
S Mobile ads 9 9 18
S
Tiered pricing - Free, Paid is more
bespoke
9 9 18
L Network / Connections 5 8 13
L Research Services 6 8 14
M Paid Job Board 7 8 15
M Books - Publishing 7 7 14

26. Feature rich, user poor

28. It’s all about your users

29. Go fast, and iterate

30. –Laura Klein, Author of UX for Lean Startups
“Quantitative research tells you WHAT your
problem is. Qualitative research tells you WHY
you have that problem.”

32. Native vs HTML
Change of Context
Insights, not ideas
Know your users
Do one thing, well
All about the user
Go fast and iterate

33. Designing an
experience

34. Apps are a commodity

35. +1m +1m

36. “Form follows function”, right?

37. –Braden Kowitz, Design Partner at GV
“Trust increases when we get the details right.”

38. Provide a natural next step

40. Keep users informed

44. Match between system and the
real world

47. User control and freedom

50. Consistency matters

52. Less is more

55. When everything is bold,
nothing is bold

57. Thumbs

60. Apps are a commodity
Form vs function
Natural next step
Keep users informed
Use metaphors
Back button
Consistency
Less is more
UI hierarchy
Thumbs

61. Thank you
nirb@wix.com