Left To Their Own Devices The real mobile experience

Credit: Luca Napoli February 2014

Pamela Pavliscak (not meant to be spoken) @paminthelab

Change Sciences

I love

experiments

This speaks to me This speaks to me

alastairheseltine.com/

data

despair

reality

WTF

experiments

hope

Outline of today’s talk

7 billion mobile phones 55% of those are smartphones

Source: Ericsson

1 baby born 5 mobile phones activated

Source: ITU & US Census

Babies love phones actually

flickr.com/photos/iangrieveson/

Source: NY Times, Martin Lindstrom

And then there’s this…

Let’s Talk About

RELATIONSHIPS (with our phones)

It is a bit OBSESSIVE

Typical mobiles users check their phones 150 times a day

Source: Mary Meeker

Smartphone owners spend over 2 hours on their phone each day.

Source: eMarketer flickr.com/photos/jacksw/

55% while driving

39% while in the bathroom

36% at school or kid’s events

77% while

watching TV

72% while

shopping

33% at social events

Sources: Google Insights, Harris Interactive & Pew Internet

Context is complex on the go bored distracted

local relaxed

rushed

urgent

happy social lonely

repetitive

reclining lost

questioning deciding

21% of US mobile phone owners mostly go online using their phones, globally it’s higher.

Source: Pew Internet flickr.com/photos/yellowmo/

50% of smartphone owners under 30 use the Internet mostly on their phone

By Preference

Source: Pew Internet

55% of Americans who make less than $30K/yr have no other access at home

Out of Necessity

Source: Pew Internet

34% just use the device that is closest at hand

For Convenience

Source: Google Insights

If it is not on mobile, does it really exist?

flickr.com/photos/lestaylorphoto

It is intensely PERSONAL

29% say that their phone is the first and last thing they look at every day.

Source: Qualcomm flickr.com/photos/hirngespinste/

44% sleep with their phones (no not like that, except for ahem 9%)

Source: Pew Internet & Harris Interactive

48% give up sex for 1 month

52% give up phone

for 1 month

Source: Huffington Post

And then again…

Women who would rather

Can I See Your Phone? EXPERIMENT

ONE

100 people, not totally random

American HealthCare.gov Kayak Amazon Express

57! 70! 77!53!

Hands Makes an Puts Phone Holds It Over Excuse Away & Shows

Why no, no you can’t

Source: Change Sciences

Well, if you pay me

Study Participants

Friends

Acquaintances

Strangers

Source: Change Sciences

We do

Nice Things

etsy.com/shop/LuvYourCase

for it

Plus, we are always TOUCHING it

It’s kind of like an awesome pet instagram.com/paminthelab

Smartphone!

That also gives us superpowers

kerpa100.deviantart.com

86% solve problems, even troubleshoot emergencies, with their smartphones.

Source: Pew Internet flickr.com/photos/felipe_i/

It acts as a

CO-PARENT

instagram.com/paminthelab

Only 20% of parents don’t use tablets or phones to keep kids occupied

(and they are kind of annoying)

Source: Harris Interactive

nickrodrigues.com

It shields us from reality, for better or worse

potterpuppetpals.com

It bends time and space

It connects us, sort of

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Privacy But what do people really DO on mobile?

Aggregate 25 Studies EXPERIMENT

TWO

N=489

We touch it a lot but mostly 3 WAYS

Tap / 72%

Swipe / 77%

Scroll / 94%

Source: Change Sciences

People know how but they would rather not zoom

(that small text is a bother)

Omit needless

Gestures

No guesswork

Obvious Cues

Minimal

Animated Cues

Mixed feelings

Animated Guide

Keep it

BIG

First impressions

The Flick

“ I scroll quickly to just to see what’s there but then I always go back to the top.

-F, GenX, Wired

Source: Change Sciences

Wait, what?

The Washing Machine

The swipe/scroll combo accidentally reveals what’s in the hamburger menu

(more on that in a minute)

TAKEAWAY We make up our own gestures out of

the few we rely on.

We go to great lengths to AVOID typing

Source: Change Sciences

SKIP IT

WORKAROUND

This Sucks!

Fat Fingers

Unfavorable Comparison

COMPLAIN

Another Path

Cut & Paste

Close & Open

“ Oh shit, did I just overdraw my account with that typo?

-M, GenX, Pragmatist

Source: Change Sciences

About 40% of online banking logins fail on the first attempt

Source: Braintree

90% portrait

10% landscape

Source: UX Matters, Steve Hoober

People don’t make it easy on themselves

If it requires typing

Remember

Mixed feelings

Social Login

Maybe?

Mobile Wallet

TAKEAWAY Design for typing ZERO.

ICONS are mostly confusing

Play / 92%

Close / 90%

Search / 80%

Source: Change Sciences

Use any of these, or A/B test options (just don’t go without)

Favorite / 63%

Settings / 57%

Locate / 35%

Source: Change Sciences

Don’t go rogue

Standard Icons

Crystal clear

Use Your Words

Still not sure

The Hamburger

“ I’ve been noticing that little doodad on sites but thought it was just the design.

-M, Millennial, Wired

Source: Change Sciences

Q1 2013

Source: Change Sciences

Hamburger awareness is on the rise

Q2 2013 Q3 2013 Q4 2013 Q1 2014

TAKEAWAY Use icons in a way that is consistent

with most other sites.

We suffer from bottom nav AVERSION

“ I know there is stuff on the bottom but if I have to look there it is probably too late.

-M, GenX, Minimizer

Source: Change Sciences

74% overlook or just ignore bottom nav options

(OK, Android users are a little more likely to use it)

Source: Change Sciences

Keep it at the

TOP

TAKEAWAY Essentials should be in page or on

top for now. (remember, the hamburger is kind of iffy)

We leave our SOUND on

78% of people leave their ringer on and sound turned up

Source: Change Sciences

Look to the

Kids

TAKEAWAY Sound cues are a missed

opportunity.

We don’t MULTI-TASK very well

53% of mobile phone users have had a distracted walking encounter.

Source: Pew Internet flickr.com/photos/captain_die

“ If I get distracted by a notification, I often just forget about that first thing. It

wasn’t that important anyway. -F, GenX, Wired

Source: Change Sciences

Focus on

The ONE Thing (per screen)

Streamline

STEPS

TAKEAWAY Focus on making each screen a self-

contained unit.

The LACK OF BACK

78% use the home button to start over in an app or on a site

(no matter that it doesn’t work that way)

Source: Change Sciences

“ Well, that didn’t do what I thought it would. I hoped it would just clear out.

-F, Boomer, Pragmatist

54% try swiping to go back, 45% use a back arrow at the bottom

(remember bottom nav aversion)

Source: Change Sciences

TAKEAWAY The need for back is not going to go away, at least have a home option.

We have MULTI-SCREEN backwards

Big Screen, Little Screen EXPERIMENT

THREE

Hypothesis The small screen is primary

TAKEAWAY Attention is focused on the device in

your hands about 60% of the time.

Source: Change Sciences

Maybe real life is the second screen?

We expect a little MAGIC

Historical Flashback

A few

Surprises

Show it

Live

Show

Awareness

Without being

Creepy

TAKEAWAY That one unexpected surprise is

what often converts.

We expect it to be BETTER THAN DESKTOP

“ Mobile is better – less hype, less ads, less junk to get in the way.

-M, Millennial, Influencer

Source: Change Sciences

57% won’t recommend a poorly designed mobile site or app

Source: Gartner

It bends time and space Your mission: Try some experiments

vimeo.com/liubo

It bends time and space

Always, always test

Instagram.com/paminthelab

First Screen Project NASCENT

EXPERIMENT

Participate: Share your screen firstscreen.tumblr.com

More Better Mobile deck, video, stats, testing tips, experiments

http://www.changesciences.com/trending/more-better-mobile changesciences.com

@paminthelab