To view the recorde webinar, please visit: http://info.userzoom.com/insights-for-mobile-product-usability.html In this 60-min webinar, we discuss: - Key points for integrating mobile - Mobile users usage and behavior - Highlights: best practices for mobile design - Mobile research methods

1. Critical Insights for Mobile
Product Usability
#uzwebinar Kim Oslob
Scott Nelles

2. Speakers
Kim Oslob Scott Nelles
VP, UX Client UX Sales Manager
Services UserZoom
UserZoom

3. UserZoom
 All-in-one research platform and consulting services
 Cost-effectively manage UX and CX, through the
entire product life cycle on both PC and Mobile
platforms
 Based in Silicon Valley with international offices in
Spain, UK and Germany

4. Usability, Design and IA

5. Market & Mobile Research

6. Agenda
 Before you design
 Mobile users usage and behavior
 Highlights: best practices for mobile design
 Mobile research methods

7. Before you design

8. Before you design
 Understand who are your potential users –
define personas
 Know where and when they will use your
product –define use cases
 Understand users needs and how the site or
app fulfills these needs

9. Before You Design
 Design for the screen size you are deploying on
– remember optimization is key in mobile design
 Simplicity is key!
 Mobile site or app?

10. Mobile Site or Native App?
Mobile Site Native App
 Limited functionality  Richer interaction
 Works across various  Device specific
devices versions
 Requires an internet
connection  Can access data
 Easier to update sites offline
 Shareable through a  Update must be
link pushed out
 Cannot be shared as
easily

11. Audience Participation
 How many of you use an iPhone vs Android
vs Blackberry?

12. Mobile behavior and usage

13. Mobile Usage
Mobile phones are the most adopted
technology in history
Smartphone usage is growing rapidly globally:
 55% penetration in the US (2012)
 51% share in the Europe (2011)
 45% penetration in Canada (2011)
 19% in APAC/wide variations by country (2011)

14. Mobile Usage
Smartphones have become the
preferred method for accessing popular
social media and business platforms:
 53% of Facebook traffic is via mobile as of May
2012
 60% of Sales people hits is via mobile as of May
2012
 60% of doctors use a tablet in their practice
Internet is accessed via mobile more often than
computer in China

15. Eighty-Six percent use mobile devices while watching TV
Melanson, Mike. (January 2011). Yahoo: 86% Use Mobile Devices While Watching TV .
ReadWriteWeb.com. Retrieved from
http://www.readwriteweb.com/archives/yahoo_86_use_mobile_devices_while_watching_tv.php.

16. …Big at Home, When Watching TV, While running Errands
Sterling, Greg. (March 2011). Mobile Search Use Stats: Big at Home, When Watching TV, While
Running Errands. SearchEngineLand.com. Retrieved from http://searchengineland.com/highest-
use-of-mobile-search-at-home-report-69557

17. Mobile behavior
Mobile users …
 Behave differently on a mobile website and app
than they do on a computer
 Multi-task while interacting with their phone or
pad
 Have many distractions while interacting with
their phone or pad (e.g. Conversations,
watching t.v., children, using the computer, etc.)

18. Mobile behavior cont…
Mobile users …
 Do not spend hours in the same app or on a
website as the do on a computer
 Use swipe and touch/tap instead of click

19. Highlight of mobile design best
practices

20. Audience Participation
Reply in Chat:
What is the most useful app on your phone and why?

21. UI guidelines*
IOS Human Interface Guidelines
Android User Interface Guidelines

22. Consistency in the UI and design
Users expect their experience to be the same
or similar across all apps on their mobile OS
Use standard controls built into the OS rather
than re-designing or assigning

23. Optimize for mobile
 Do not just duplicate your pc website, optimize
and design for the smaller screen
 Avoid horizontal scroll and
limit vertical scroll

24. Screen Real Estate
 Only show what you
need to show on the
screen
 All other critical actions
go to the action overflow

25. Screen Real Estate
 Many apps still
use the Menu
button

26. Create realistic looking apps
User like apps to look realistic and behave
realistically.

27. Create realistic looking apps

28. Task Focused
 Important actions
salient and predictable
 Let your users decide
what they need and
how they need it

29. Provide Utility
 Provide immediate
value
 Leverage location
based services when
possible

30. Mobile UX Research Methods

31. Mobile Research Methods
 Focus Groups
 Mobile Surveys (Text, email, push notification,
geo fencing, geo targeting, QR codes)
 One on one Usability Testing
 Mobile app or site intercept survey (video)
 Unmoderated remote mobile testing

32. Task-based Mobile Usability
Testing
• Expected End of February 2013
• Remote Unmoderated (Quantitative)
• Live mobile websites & Prototypes
• Android & iOS
• Collect Success/Efficiency Ratios/Survey data &
behavioral data
• Video Session Replay Q2/Q3 2013

33. Keys when testing mobile
 Test mobile tasks first prior to out in the wild
testing. This will help you uncover low hanging
fruit.
 Follow up task testing with in context testing
(natural environment and collecting data in the
moment)
 Demographic and location is key

34. Raffle
Kim Oslob Scott Nelles
VP of UX Client Svs. UX Sales Manager
Phone: +1 (408) 524 -7446 Phone: +1 (408) 675-5370
Email: kim@userzoom.com Email: snelles@userzoom.com

35. Questions?
Kim Oslob Scott Nelles
VP of UX Client Svs. UX Sales Manager
Phone: +1 (408) 524 -7446 Phone: +1 (408) 675-5370
Email: kim@userzoom.com Email: snelles@userzoom.com