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Mobile UX
Us e r Ex p e rie nc e : Why the m o bile
s p a c e is im p o rta nt?
                                  Naga Chokkanathan
 Nov 2012                                   Director, Innovation
About CRMIT
       • Pioneers in SaaS based CRM services and early adopters of Oracle
         Cloud
       • 800+ man years of deployment, implementation & migration
         expertise
       • 200+ certified CRM consultants
       • 175+ successful CRM / CX deployments including custom
         development and integration
       • 100+ CRM training engagements globally
       • 20+ countries with on site support presence
       • CRM++ PC & Mobile applications for accelerated
         deployments (3000+ user base)



        Mobile UX                                              www.crmit.com
© CRMIT 2012
Safe Harbor Statement
           • This is not a session on UX design, Nor I am
             qualified to do one such session 
           • As a designer, developer and consumer of
             mobile apps, I have
              • Tried visualizing my apps in hands of an user
              • Arrived at best practices minimally required
           • UX is NOT just “Good To Have“
              • A good mobile app with poor UX is outright
                being rejected by people
              • they have enough choices

        Mobile UX                                   www.crmit.com
© CRMIT 2012
Must Have? Really?
           • Imagining / Designing
             good UX is difficult
              • Agreed!
           • Unfortunately, Realizing
             bad UX is very easy
              • People are doing it
                everyday!
              • Even Kids!




        Mobile UX                       www.crmit.com
© CRMIT 2012
So, What is UX?
           • Before we get to that,
              • UX is different from UI
           • I googled for it
              • User Interface design is the part of the
                product that faces the user when he looks at
                the site, and the User Experience is how they
                feel when they look at the site
           • Hmmm, Forget it, we need a simpler example!




        Mobile UX                                   www.crmit.com
© CRMIT 2012
UX Vs UI


                    UI = Cycle, Handle Bar,
                     Seat, Pedal, Wheels,
                     Water Bottle, MP3
                     Player etc.,




        Mobile UX                   www.crmit.com
© CRMIT 2012
UX Vs UI
                    UX = Feeling you get
                     from cycling




        Mobile UX                 www.crmit.com
© CRMIT 2012
Continuous Cycle
      • Before
      • During
      • After

      • Every Cycle Enforces
        Our Views About The
        Product
        • Positive, Or
        • Negative

        Mobile UX              www.crmit.com
© CRMIT 2012
UX Vs UI : @ Mobile Apps




           • User’s perceptions and feelings
           • Before, during and after their interaction with
             your mobile presence
        Mobile UX                                     www.crmit.com
© CRMIT 2012
Mobile UX
           • Creating mobile user experiences that delight
             users
              • Can't redo whatever available in desktop
           • Don't Shrink, Rethink : Nokia
           • Example:
              • Paper Survey Vs
              • Website Survey Vs
              • Mobile Survey



        Mobile UX                                   www.crmit.com
© CRMIT 2012
Mobile UX (2)
           • Mobile has much more to offer in terms of
             hardware, software features
              • Example: GPS, Accelerometer, Apps
           • We need to use them, but not for the sake of
             using them
              • What do we mean by THAT?




        Mobile UX                                   www.crmit.com
© CRMIT 2012
Mobile UX (3)
           • Example: GPS
              • Vehicle insurance scenario
              • Courier Delivery scenario
              • Or, Easy to imagine, FourSquare / Facebook
                Checkin
           • Example: Accelerometer
              • Shake to Undo
              • Shake to Clear the drawing surface
           • Match the experience expected, with the
             features available, not the other way

        Mobile UX                                 www.crmit.com
© CRMIT 2012
Mobile UX Considerations
           •   Device types / Features
           •   Screens
           •   Input mechanisms (Touch / Non Touch etc.,)
           •   Connectivity
           •   User Types
           •   Technology
           •   More…




        Mobile UX                                   www.crmit.com
© CRMIT 2012
UX Design Points
           • Appearance: How it looks
           • Interaction: How I access it
           • Information: What it is
           • Structure: How it is presented
           • Conceptual Model: Whether it makes
             sense to me
           • Value: Whether it matters to me


                    (From "User Experience Workshop" By Motivate Design)
        Mobile UX                                           www.crmit.com
© CRMIT 2012
UX Design Points (2)
           • Good News, These 6 Design Points apply
             to anything
              • Games
              • Productivity Apps
              • Information Apps
              • Enterprise Apps
              • Even Entertainment Apps!



        Mobile UX                           www.crmit.com
© CRMIT 2012
UX Design Points (3)
 • Example: Espn Cricinfo Mobile App
        •      How it looks?
        •      How I access it?
        •      What it is?
        •      How it is presented?
        •      Whether it makes sense to me?
        •      Whether it matters to me?




        Mobile UX                              www.crmit.com
© CRMIT 2012
Few Guidelines
           • Identify your users, how things
             work from their angle
           • Filter features, based on mobile
             relevance
           • Use mobile features (Hardware,
             software) as applicable /
             available
              • Example: "Call Us" Button
                along with Phone number
           • But at the same time, Take care
             of the “minimal configuration”
             scenario
        Mobile UX                               www.crmit.com
© CRMIT 2012
Few Guidelines (2)
                    • Optimize Content
                       • 500+ different screen sizes
                    • Easy to Read, and Easy to
                      Tap
                       • Hei, I didn’t click THAT!
                    • Use Task Based Design
                    • Focus on number of clicks (or
                      taps) required to get
                      something done
                    • Allow easy search / filter
                       • Time Is Precious!
        Mobile UX                           www.crmit.com
© CRMIT 2012
Few Guidelines (3)
           • Design For Interruption
           • Give control to users
             • Example: Skip Introduction, Visit a full
               website (Wordpress)
           • Use a prototyping development model
             • Experiment with Easy to build, Okay to
               fail models such as HTML, before you
               develop native apps
             • Get feedback from pilot group, rework

        Mobile UX                               www.crmit.com
© CRMIT 2012
Few Guidelines (4)
           • If using Advertisements, think of
             "Engagement Quotient“
              • More engaged users are, more true
                clicks you get
           • Glanceability
           • Visual Consistency
              • Across Mobile, Tablet, Web, Print etc.,
           • Provide Feedback
           • Make Actions Reversible

        Mobile UX                               www.crmit.com
© CRMIT 2012
Few Guidelines (5)
           • Limit inputs / Typing
           • Use Analytics to reveal mobile behaviors
           • Listen to your users
              • Direct / Indirect feedback
              • Usage Logs
              • Crash reports
              • Uninstall statistics
           • Keep Reviewing / Reworking your design!

        Mobile UX                             www.crmit.com
© CRMIT 2012
Mobile First
           • If you design mobile first, you
             create agreement on what
             matters most
           • You can then apply the same
             rationale to the desktop version
             of the website
           • We agreed that these were the
             most important features and
             content for our customers and
             business, why should that
             change with more screen space?
                               Luke Wroblewski
        Mobile UX                                www.crmit.com
© CRMIT 2012
References
           • The Elements Of The Mobile User Experience By
             Lyndon Cerejo

               http://mobile.smashingmagazine.com/2012/07/12/eleme
           • Mobile First By Luke Wroblewski
               http://www.lukew.com/resources/mobile_first.asp
           • User Experience Workshop By Motivate Design

               http://www.slideshare.net/Motivate_Design/user-experien
           • Ten Tips For Mobile UX By Alex Sbardella
               http://www.redant.com/articles/ten-tips-for-mobile-ux
           • Task Based User Interface Design By Martijn Van Welie
               http://www.welie.com/papers/Welie-PhD-thesis.pdf
        Mobile UX                                       www.crmit.com
© CRMIT 2012
Image Credits
           •   http://www.apple.com/
           •   https://foursquare.com/
           •   http://delightcircle.com/
           •   http://www.twitter.com/
           •   http://www.lukew.com/
           •   http://www.flickr.com/photos/kowitz/4177587044/
           •   http://www.flickr.com/photos/mobikefed/433911702/
           •   http://www.flickr.com/photos/14degrees/6036499491/
           •   http://www.flickr.com/photos/alltheaces/2417204812/
           •   http://www.flickr.com/photos/bodhack/3361470968/
           •   http://www.pinterest.com/
           •   http://en.wikipedia.org/wiki/File:M%C3%B6bius_strip.jpg
           •   http://commons.wikimedia.org/wiki/File:Imovelwebmobile.jpg


        Mobile UX                                                      www.crmit.com
© CRMIT 2012
Thank You



        Mobile UX       25      www.crmit.com
© CRMIT 2012

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User experience - Why the mobile space is important

  • 1. Mobile UX Us e r Ex p e rie nc e : Why the m o bile s p a c e is im p o rta nt? Naga Chokkanathan Nov 2012 Director, Innovation
  • 2. About CRMIT • Pioneers in SaaS based CRM services and early adopters of Oracle Cloud • 800+ man years of deployment, implementation & migration expertise • 200+ certified CRM consultants • 175+ successful CRM / CX deployments including custom development and integration • 100+ CRM training engagements globally • 20+ countries with on site support presence • CRM++ PC & Mobile applications for accelerated deployments (3000+ user base) Mobile UX www.crmit.com © CRMIT 2012
  • 3. Safe Harbor Statement • This is not a session on UX design, Nor I am qualified to do one such session  • As a designer, developer and consumer of mobile apps, I have • Tried visualizing my apps in hands of an user • Arrived at best practices minimally required • UX is NOT just “Good To Have“ • A good mobile app with poor UX is outright being rejected by people • they have enough choices Mobile UX www.crmit.com © CRMIT 2012
  • 4. Must Have? Really? • Imagining / Designing good UX is difficult • Agreed! • Unfortunately, Realizing bad UX is very easy • People are doing it everyday! • Even Kids! Mobile UX www.crmit.com © CRMIT 2012
  • 5. So, What is UX? • Before we get to that, • UX is different from UI • I googled for it • User Interface design is the part of the product that faces the user when he looks at the site, and the User Experience is how they feel when they look at the site • Hmmm, Forget it, we need a simpler example! Mobile UX www.crmit.com © CRMIT 2012
  • 6. UX Vs UI UI = Cycle, Handle Bar, Seat, Pedal, Wheels, Water Bottle, MP3 Player etc., Mobile UX www.crmit.com © CRMIT 2012
  • 7. UX Vs UI UX = Feeling you get from cycling Mobile UX www.crmit.com © CRMIT 2012
  • 8. Continuous Cycle • Before • During • After • Every Cycle Enforces Our Views About The Product • Positive, Or • Negative Mobile UX www.crmit.com © CRMIT 2012
  • 9. UX Vs UI : @ Mobile Apps • User’s perceptions and feelings • Before, during and after their interaction with your mobile presence Mobile UX www.crmit.com © CRMIT 2012
  • 10. Mobile UX • Creating mobile user experiences that delight users • Can't redo whatever available in desktop • Don't Shrink, Rethink : Nokia • Example: • Paper Survey Vs • Website Survey Vs • Mobile Survey Mobile UX www.crmit.com © CRMIT 2012
  • 11. Mobile UX (2) • Mobile has much more to offer in terms of hardware, software features • Example: GPS, Accelerometer, Apps • We need to use them, but not for the sake of using them • What do we mean by THAT? Mobile UX www.crmit.com © CRMIT 2012
  • 12. Mobile UX (3) • Example: GPS • Vehicle insurance scenario • Courier Delivery scenario • Or, Easy to imagine, FourSquare / Facebook Checkin • Example: Accelerometer • Shake to Undo • Shake to Clear the drawing surface • Match the experience expected, with the features available, not the other way Mobile UX www.crmit.com © CRMIT 2012
  • 13. Mobile UX Considerations • Device types / Features • Screens • Input mechanisms (Touch / Non Touch etc.,) • Connectivity • User Types • Technology • More… Mobile UX www.crmit.com © CRMIT 2012
  • 14. UX Design Points • Appearance: How it looks • Interaction: How I access it • Information: What it is • Structure: How it is presented • Conceptual Model: Whether it makes sense to me • Value: Whether it matters to me (From "User Experience Workshop" By Motivate Design) Mobile UX www.crmit.com © CRMIT 2012
  • 15. UX Design Points (2) • Good News, These 6 Design Points apply to anything • Games • Productivity Apps • Information Apps • Enterprise Apps • Even Entertainment Apps! Mobile UX www.crmit.com © CRMIT 2012
  • 16. UX Design Points (3) • Example: Espn Cricinfo Mobile App • How it looks? • How I access it? • What it is? • How it is presented? • Whether it makes sense to me? • Whether it matters to me? Mobile UX www.crmit.com © CRMIT 2012
  • 17. Few Guidelines • Identify your users, how things work from their angle • Filter features, based on mobile relevance • Use mobile features (Hardware, software) as applicable / available • Example: "Call Us" Button along with Phone number • But at the same time, Take care of the “minimal configuration” scenario Mobile UX www.crmit.com © CRMIT 2012
  • 18. Few Guidelines (2) • Optimize Content • 500+ different screen sizes • Easy to Read, and Easy to Tap • Hei, I didn’t click THAT! • Use Task Based Design • Focus on number of clicks (or taps) required to get something done • Allow easy search / filter • Time Is Precious! Mobile UX www.crmit.com © CRMIT 2012
  • 19. Few Guidelines (3) • Design For Interruption • Give control to users • Example: Skip Introduction, Visit a full website (Wordpress) • Use a prototyping development model • Experiment with Easy to build, Okay to fail models such as HTML, before you develop native apps • Get feedback from pilot group, rework Mobile UX www.crmit.com © CRMIT 2012
  • 20. Few Guidelines (4) • If using Advertisements, think of "Engagement Quotient“ • More engaged users are, more true clicks you get • Glanceability • Visual Consistency • Across Mobile, Tablet, Web, Print etc., • Provide Feedback • Make Actions Reversible Mobile UX www.crmit.com © CRMIT 2012
  • 21. Few Guidelines (5) • Limit inputs / Typing • Use Analytics to reveal mobile behaviors • Listen to your users • Direct / Indirect feedback • Usage Logs • Crash reports • Uninstall statistics • Keep Reviewing / Reworking your design! Mobile UX www.crmit.com © CRMIT 2012
  • 22. Mobile First • If you design mobile first, you create agreement on what matters most • You can then apply the same rationale to the desktop version of the website • We agreed that these were the most important features and content for our customers and business, why should that change with more screen space? Luke Wroblewski Mobile UX www.crmit.com © CRMIT 2012
  • 23. References • The Elements Of The Mobile User Experience By Lyndon Cerejo http://mobile.smashingmagazine.com/2012/07/12/eleme • Mobile First By Luke Wroblewski http://www.lukew.com/resources/mobile_first.asp • User Experience Workshop By Motivate Design http://www.slideshare.net/Motivate_Design/user-experien • Ten Tips For Mobile UX By Alex Sbardella http://www.redant.com/articles/ten-tips-for-mobile-ux • Task Based User Interface Design By Martijn Van Welie http://www.welie.com/papers/Welie-PhD-thesis.pdf Mobile UX www.crmit.com © CRMIT 2012
  • 24. Image Credits • http://www.apple.com/ • https://foursquare.com/ • http://delightcircle.com/ • http://www.twitter.com/ • http://www.lukew.com/ • http://www.flickr.com/photos/kowitz/4177587044/ • http://www.flickr.com/photos/mobikefed/433911702/ • http://www.flickr.com/photos/14degrees/6036499491/ • http://www.flickr.com/photos/alltheaces/2417204812/ • http://www.flickr.com/photos/bodhack/3361470968/ • http://www.pinterest.com/ • http://en.wikipedia.org/wiki/File:M%C3%B6bius_strip.jpg • http://commons.wikimedia.org/wiki/File:Imovelwebmobile.jpg Mobile UX www.crmit.com © CRMIT 2012
  • 25. Thank You Mobile UX 25 www.crmit.com © CRMIT 2012

Notes de l'éditeur

  1. Project lead – 60% Secondary – 20% CRM++ - 20% CRM++ Applications for accelerated deployments and enhanced Customer Experience Largest Cloud based CRM – deployed 20K+ users – Standard Chartered Bank
  2. 11/28/12 18:30