'SkyCash mobile app redesign. Why microinteractions are so important in mobile UX?
', presentation from UX Poland 2015, 20.04.2015, Warsaw, Poland. Mobile apps capture the attention of a user and anticipate their needs in a few seconds interactions (several times a day). The faster, the better. Time matters very much in mobile context. There is a big difference if a single task takes 5 seconds or 15 seconds. My company (mobeedick.com) had the pleasure to conduct a SkyCash mobile app redesign. It is still an ongoing project. This presentation is a sneak peak of the new look and feel of the app. It outlines how we have shortened the time and effort which user needs to complete a process of buying ticket or parking time.

5. INTERACTIONSMICRO

6. Gatherers

7. Hunters

8. mobimoni #UXPoland2015
People reach their smartphones
to get stuff done.

9. CHECKY
mobimoni #UXPoland2015

10. “Micromoments are brief interactions where
apps can capture the attention of a user
and anticipate their needs in 5-10 second
interactions (several times a day).”
mobimoni #UXPoland2015

11. “Even though we’re surrounded by
microinteractions every day,
we don’t usually notice them
until something goes horribly wrong.”
Dan Saffer
odannyboy

13. mobimoni

14. mobimoni

15. ALLEGRO
What’s missing over here?

17. The mobile mind shift is the expectation that
I can get what I want in my immediate context
and moments of need.
Mobile has reprogrammed your customers’ brains.
mobimoni #UXPoland2015

18. mobimoni #UXPoland2015
Micromoment is a moment of doing one thing.
And doing it good.

20. Umbrella

21. Google Now

22. Micromoments of technology
are the emotional connections with their users.
mobimoni #UXPoland2015

23. So… why we wanted to give more love
to SkyCash?

24. SkyCash
The most popular app of this kind
in Poland
170 000 MAU
400 000 transactions monthly

25. Problem no. 1
illogical information architecture

26. Problem no. 2
confusing navigation patterns

27. Problem no. 3
too long completion of simple tasks

28. Users’ observation

30. Data analysis

31. We have taken a dig in SkyCash’s stats…
TOP 5 operations
1. Parking
2. Bus tickets
3. Rail tickets
4. Cinema tickets
5. Phone top ups
Average usage:
~4 minutes!
Only 20% users
use a card
68% users make
5+ transactions

32. Sketching

34. Mock ups

38. GUI design

40. We have introduced menu bar
3 main tabs for tickets, parking
and other services

41. We have introduced menu bar
3 main tabs for tickets, parking
and other services

42. We have simplified the options
Buying parking time

43. Easier access to active tickets

44. Easier city change

45. BJ Fogg
“Making a behavior harder to do
makes it less likely to occur.”
Number of taps matters!
bjfogg

46. The more the better.
The faster the better.
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47. 1. If you care about mobile UX, you should care about micromoments.
2. Do the little things well. Details are the essentials. They make the
product. User satisfaction is in the details!
3. Great design should be experienced and not seen. The better the
design, the more invisible it becomes.
4. Design is measurable on a scale from frustration to delight.
TAKE OUTS
mobimoni #UXPoland2015

48. “The goal of a successful app is
to become one of the micromoments
of a persons day to day activities.”
mobimoni #UXPoland2015

49. Good luck!

50. We are mobee dick. Monika Mikowska
monika@mobeedick.com
mobimoniMOBILE UX DESIGN STUDIO
mobeedick.com