Mobile ux internet world 2014_slideshare

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Mobile UX5 Optimisation Tips

Lee DuddellInternet World 2014

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Today…

Background

5 Tips to improving Mobile UX

3 things for next week

Q&A

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F o u n d e r o f W h a t U s e r s D o L t d

Lee Duddell

20+ years Digital UX

500k+ User Videos

Published 2014 Mobile Usability Report

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5 Tips are…

Based on REAL User Research i.e. – what mobile users really do

o Based on CLIENT case studies

o NOT preceded with a chart showing exponential growth

o Going to be emailed to you TOMORROW

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The 5 Tips

Get behind your data

Make Search work hard(er)

Support device switching

Navigation that makes sense

Focus in on Add to Bag

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TIP 1: Get behind your data

Does not reveal Why?

Get behavioural insight

75% 86% 92%Basket Drop Out Desktop V Mobile Single product

search

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C U S T O M E R C A S E S T U D Y

Analytics will tell you part of the story

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TIP 2: Make Search work harder

o Menu navigation is difficult

o Prominent Search Box

o Type ahead terms are expected

o Check the result relevance/search logs

o Search for Product AND Service e.g. stores

o Granular filtering and sorting

Users IGNORE changing layout

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Why?Because it’s hard to checkoutBecause they think they are missing something

of users start on a SmartPhone& finish on a computer (Google Research)

TIP 3: Support device switching

67%

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Share browsing

Email product, basket or wishlist to myself

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TIP 4: Menus that makes sense

Not everyone gets hamburger menus

People who don’t work in your design department don’t get iconography

Improves First Impressionso as it looks easier to use

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TIP 5: Focus in on Add to Bag

Provide immediate feedback

Fat Fingering

Trust quickly eroded

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The 5 Tips

Get behind your data

Make Search work hard(er)

Support device switching

Navigation that makes sense

Focus in on Add to Bag

1

2

3

4

5

@whatusersdo #iw2014

3 Things for next week

Try device switching on your site

When did you last test with mobile users?

Join our LinkedIn Group: User Experience Insights

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Q&A…

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Thank you

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