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Bad UX is Bad for Business LondonUXMeetup
JULIAN HARTY 4th May 2016
Creative Commons License This presentation by Julian Harty is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License. Materials, logs, etc. remain the copyright of their respective owners.
http://creativecommons.org/licenses/by-sa/3.0/deed.en_US
Rev: 04 May 2016
Cause & Effects
3
Tippen Sie auf die Farbe, die Sie bevorzugen, das Spiel fortzusetzen.
Appuyez sur la couleur que vous préférez pour continuer le jeu.
ඔබ #$ඩාව (ගටම කැම. ව/ණය මත ත3ටු කර6න.
Tap on the colour you prefer to continue the game.
The eyes-free project HowtomakeanAndroidphoneaccessibleforblindusers?
8
No support in the platform
barr
iers
Touchscreen
Approach • GestureUI• Compass-pointgestures
• Shaketodelete• Rela@veoffsets• FreeandOpenSource
9
http://code.google.com/p/eyes-free/downloads/list Eyes-free Shell
AddiMonal benefits • Enablesuserstointeractwithoutlookingattheirphone• Adaptstowhereeachgestureisstarted• GoodPR
11 http://www.nytimes.com/2009/01/04/business/04blind.html
Assess & Respond to Feedback
13
2 feedback
96% of companies don’t respond to feedback on App Stores Two-Star feedback is the most serious and actionable.
Khalid, H., Shihab, E., Nagappan, M., & Hassan, A. E. (2015). What do mobile app users complain about?. Software, IEEE, 32(3), 70-77.
Colourful Thinking
AlfredHitchcock
BlueScript:facts
GreenScript:emo@ons
SixThinkingHats
14
https://www.youtube.com/watch?v=DasTbFUcmtI
Use similar devices to your users
16
wired.com/2015/10/facebook-workers-ditch-iphones-in-push-for-world-conquest/
• Nolongerlimitedtowhat“we”think“they”need/do/etc.Discoverhowtheappbehavesacrossvirtuallyallthepopula@on
• Lowercostofopera@ons
• Realusagecanhelpdriveourtes@ngandanalysis;bringsrealismtoourtes@ng
Some benefits of analyMcs data
Heatmaps
Problema@cUI Heatmap
Source:hVps://www.hotjar.com/heatmaps
“8HeatmapTeststhatrevealvisitorbehavior.”
Images source: Appsee.com
Analy@csforSoYwareDevelopment
EngineeringAc@vity,
Benchmarking,Tes@ng
Trends,
DefectReportsExtrapola@on
SoYwarequality
models,
boVleneckanalysis
Specifica@on
refinement,
assetrealloca@on
Failurepredic@on
models
What’shappened?(Reporting)
What’shappeningnow?(Alerts)
Whatwillhappen?
(Forecas@ng)
Howandwhydidit
happen?(Factoranalysis)
Whatisthenext
bestac@on?(Recommenda@on)
What’sthebest/worstthatcanhappen?
(Modeling/Simulation)
Informa2on
Insight
Past Present Future
hVp://research.microsoY.com/pubs/136974/foser-2010-buse.pdf
Devices Matrices
Android Images used with permission from OpenSignal.com
https://iossupportmatrix.com/
Enough for 80% of reviews “Priori@zingthedevicestotestyourappon:Acasestudyofandroidgameapps”
<=Free
Paid=>
Customer Experience (CX)
28 https://experiencematters.wordpress.com/2016/04/01/cx-metrics-immature-but-improving-infographic/
31
“You have to start with the customer experience and work backwards to the technology” Steve Jobs (1997)
Apple: The World’s most valuable company (2016)
Using social networks
• In-houseprojects• Expensive,@me-consuming
• (Yet)anotherapp…
32
• Immediate
• Lowcosttouse• Anunderstood,acceptedprotocol
versus
33
https://en.wikipedia.org/wiki/Virgin_Atlantic#/media/File:Virgin_Atlantic_A340-300_G-VHOL_LHR_2003-6-12.png
http://www.virgin-atlantic.com/us/en/the-virgin-experience/upperclass.html
“The ‘package’ is much the same, it’s all about the service we [the crew] provide”
Engaging users
34
http://andrewchen.co/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better/
Seismic DisrupMons
• Banking• FinTech:eatsintoprofitablesegments
• Freedomandeasetoswitch
hVps://www.simplerworld.co.uk/
• Pensions• “Freedomandchoice”legisla@onin2014
hVp://www.pensionsadvisoryservice.org.uk/
• Transporta@on• E.g.Uber,GoogleMaps
• TheWeb
• Mobileapps
36
Conclusions
Wecareenoughaboutouruserstochangewhatwedo
37
Weneedtoinnovatetosurvive&thrive
Digitalisakeydriver,yetweneedtokeepanalogueinmind
http://paulgraham.com/siliconvalley.html
Image: https://en.wikipedia.org/wiki/History_of_Buffalo,_New_York
READ THIS BOOK J
Questions now? Questions later… [email protected]
http://themobileanalyticsplaybook.com/