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@usertesting @michaelmace
UserTesting.com

• The fastest way to get feedback

• Methodology: Analyzed thousands of realworld user tests of mobile apps and
websites to identify common problems and
their root causes

@usertesting @michaelmace
About Me

• Ten years at Apple, six years at Palm/
PalmSource

• Founded two startups
• Blog: http://mobileopportunity.blogspot.com

@usertesting @michaelmace
Summary

• New computing paradigms usually cripple
the current leaders
• Four mobile traps

• Mobile requires new reflexes
• Ten steps to success

@usertesting @michaelmace
Agenda

• Why transitions are dangerous
• The four traps
• How to avoid the traps

@usertesting @michaelmace
@usertesting @michaelmace
Leading applications

@usertesting @michaelmace
Leading applications

@usertesting @michaelmace
Leading vendors

@usertesting @michaelmace
Leading vendors

@usertesting @michaelmace
@usertesting @michaelmace
Why?

• Users reconsider commitments

@usertesting @michaelmace
Why?

• Rules of good product design
change

@usertesting @michaelmace
Why?

• Leaders usually underestimate
the challenge

@usertesting @michaelmace
Agenda

• Why transitions are dangerous
• The four traps
1. Legacy
• How to avoid the traps

@usertesting @michaelmace
Legacy

• “Porting” your app or website to mobile
• Usage flow driven by computer version
• Too many or too few features
• Broken features

@usertesting @michaelmace
PC Education Site

@usertesting @michaelmace
PC Education Site

@usertesting @michaelmace
@usertesting @michaelmace
Rethink, Don’t Port
• Learn the mobile paradigm
1. Best practice: Mobile teams
2. Minimum necessary: Dedicated mobile
product manager
• Separate what you do from how you do it
1. Windows Mobile vs. Windows Phone
• Break down your app
1. What do they need when mobile?
2. Multiple apps?

• Focus on the mainstream 80%

@usertesting @michaelmace
Agenda

• Why transitions are dangerous
• The four traps
1. Legacy
2. Fear
• How to avoid the traps

@usertesting @michaelmace
Smartphone Fears

• Hackers
1. Handset company, OS vendor,
carrier, app developer

@usertesting @michaelmace
Smartphone Fears

• Hackers
1. Handset company, OS vendor,
carrier, app developer
• Accidentally opting in

@usertesting @michaelmace
Smartphone Fears

• Hackers
1. Handset company, OS vender,
carrier, app developer
• Accidentally opting in
• Automatic social posts

@usertesting @michaelmace
We All Pay

@usertesting @michaelmace
Quotes

• “I’m not going to like or
dislike.”
• “As soon as I’m done with
this test I’m going to be
checking on Facebook to
see what kind of posting it
did.”
• “What are ‘social choices’?
Are those apps I have to use
with other people, or apps
my friends shared with me?”

Greg Nudelman, Android Design Patterns

@usertesting @michaelmace
Securing Personal Information

@usertesting @michaelmace
What to Do

• Use trustmarks
• Display the opt-ins
• Give absolute social clarity

@usertesting @michaelmace
Doing Notification Right

• Any.DO Facebook login

@usertesting @michaelmace
Agenda

• Why transitions are dangerous
• The four traps
1. Legacy
2. Fear
3. Confusion
• How to avoid the traps

@usertesting @michaelmace
Sources of Confusion

• Unreadable elements
1. Too small

@usertesting @michaelmace
Sources of Confusion

• Unreadable elements
1. Too small
2. Low contrast: Sunlight, saving batteries
This text may disappear in direct sunlight
This text may disappear in direct sunlight

@usertesting @michaelmace
Sources of Confusion

• Unreadable elements
1. Too small
2. Low contrast: Sunlight, saving batteries
This text may disappear in direct sunlight
This text may disappear in direct sunlight

@usertesting @michaelmace
Sources of Confusion

• Unreadable elements
1. To small
2. Low contrast: Sunlight, saving batteries
• Unusable elements

@usertesting @michaelmace
Sources of Confusion

• Unreadable elements
1. To small
2. Low contrast: Sunlight, saving batteries
• Unusable elements

@usertesting @michaelmace
Sources of Confusion 2

• Cryptic buttons and text
• Slow response
• Lack of help

• Unintuitive success path
1. “What am I supposed to do?”
• Beauty vs. productivity

@usertesting @michaelmace
Confusing Terms & Buttons

@usertesting @michaelmace
Icon Confusion

@usertesting @michaelmace
Bad News

• Where there is no standard,
Icons are just pretty pictures

• Gestures and swipes too

@usertesting @michaelmace
Unresponsive

@usertesting @michaelmace
What to Do

• Functionality is the highest form of beauty

• Avoid confusing UI
1. When in doubt, use text
2. Avoid multilevel menus
• Respond instantly
1. Button and window animation mask
delays
• Great help
1. Context sensitive, searchable, always
available
@usertesting @michaelmace
Help Done Right: WebMD

@usertesting @michaelmace
@usertesting @michaelmace
Help Done Right: Snapseed

@usertesting @michaelmace
Agenda
• Why transitions are dangerous
• The four traps
1. Legacy
2. Fear
3. Confusion
4. Boredom
• How to avoid the traps

@usertesting @michaelmace
Mobile = Short Attention Span Theatre

@usertesting @michaelmace
Top Turnoffs

• What’s the point?
• Too hard to learn
• Too many social prompts
• Too many or too few controls
• B-o-r-i-n-g

@usertesting @michaelmace
Tone of Voice

@usertesting @michaelmace
Web App Design
Ship an
embarrassingly
primitive
version

Where do we
lose people?

Build a fix

Guess
why
@usertesting @michaelmace
Web App Design
Ship a slightly
less
embarrassing
version

Where do we
lose people?

Build a fix

Guess
why
@usertesting @michaelmace
Mobile App Design
Ship an embarrassingly
primitive version

Get trashed in
the App Store
Desperately
try to fix it

“Mobile isn’t a good
match for our business”
@usertesting @michaelmace
What to Do

• Don’t test only for usability, test for
emotional engagement
1. Quantitative and qualitative research
• Test before you ship

@usertesting @michaelmace
Agenda
• Why transitions are dangerous
• The four traps
1. Legacy
2. Fear
3. Confusion
4. Boredom
• How to avoid the traps

@usertesting @michaelmace
How to Integrate User Tests

• Three-screen user testing
(smartphone, tablet, computer)
• Apps turned every week

@usertesting @michaelmace
Rethink, Don’t Port
1. Rethink for mobile
2. Design for the mainstream
3. When in doubt, use text
4. Avoid multilevel menus
5. Make it work, then make it pretty
6. Respond instantly

7. Give superb help
8. Show them that they’re safe
9. Avoid social anxiety
10. Test early, test often

@usertesting @michaelmace
• For a free test:
http://bit.ly/MobileTrapSurvey
• Download the whitepaper:
http://info.usertesting.com/
TheFourMobileTraps.html
• mike@usertesting.com
@usertesting @michaelmace

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