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Making product comparison work on mobile

Michele Brigante on designing to improve the usability of comparison tables on mobile from UX Lisbon.

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Making product comparison work on mobile

  1. 1. Product Comparison on Mobile
  2. 2. Interaction Designer Foolproof, London Michele Brigante @mkbrigante
  3. 3. Mobiles are maturing…
  4. 4. The good and the bad of mobile Wayfinding
  5. 5. The good and the bad of mobile Social connection
  6. 6. The good and the bad of mobile Social connection Capturing moments
  7. 7. Mobiles are not good at everything
  8. 8. Product comparison
  9. 9. Apple Example
  10. 10. Sainsbury’s Example
  11. 11. Apple Example
  12. 12. Why does this matter?
  13. 13. 1.2 billion people access the web from their mobile devices Source: Trinity Digital Marketing
  14. 14. 63% of people expect to be doing more shopping on their mobiles over the next couple of years Source: Latitude
  15. 15. 41% have turned to a competitor’s site after a bad mobile experience Source: Google
  16. 16. Screen size matters!
  17. 17. Constraints feed creativity
  18. 18. Our design process
  19. 19. Horizontal table
  20. 20. Stacked table
  21. 21. Two-column view
  22. 22. Cognitive effort
  23. 23. Reliance on memory
  24. 24. Pogo-sticking between pages
  25. 25. Not knowing what to buy
  26. 26. “Research” mode
  27. 27. Organizing information with data tables
  28. 28. Product comparison
  29. 29. “Comparisons must be enforced within the scope of the eye span.” E. Tufte
  30. 30. Progressive reduction process
  31. 31. User research insights IxD+VisD+UXC
  32. 32. User research insights
  33. 33. Our solution
  34. 34. “That was really good, I wasn’t expecting that, I didn’t have to go back a page.” Male, 32 “Clever how it stays in the design of the page…it’s fun and engaging…sense of wizardry...I really appreciate little features that stop me having to faff.” Male, 46 “Visually this is very friendly on a small screen.” Male, 30
  35. 35. Control
  36. 36. Key Takeaways 2. Display only essential facts in the table. 3. Allow users to swap products in and out without leaving the table. 1. Provide a landing page that shows products at a glance, and allows shortlisting.
  37. 37. Control
  38. 38. Thank you. Michele Brigante @mkbrigante michele.brigante@foolproof.co.uk

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