Designing and Testing Mobile Apps for Non-Traditional Audiences - Mobile World Congress '14 Presentation

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Published on March 3, 2014

Author: megfitz

Source: slideshare.net

Description

This talk was part of the Advanced User Interfaces Seminar at Mobile World Congress 2014 (#mwc14) hosted by the UK's ICT KTN. It covers the challenges and proposes some solutions in designing and testing apps and mobile services geared towards a non-traditional audience such as elderly, disabled or young users. Presented by Meaghan Fitzgerald, CMO/COO of 23snaps.

Mobile Interfaces for Non-Traditional Audiences Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

“23snaps… the Facebook for families.” Introduction 23snaps TOP PHOTOGRAPHY APPS 2012 “23snaps… the Instagram for parents.” TOP APPS OF 2012 Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

Do You Really Know Who’s Using Your App? Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

Who Are Your Users? Your demographic may be different than you expect Mobile Internet and App Usage Among 55+: % of children >75% under 8 using mobile devices (US): 55+ Census Data 17mil UK / (2012) in the US 143mil US and UK: Growth in 55+ Age Group Mobile Usage 60% Since 2012 (UK): <17 Census Data 14mil (2012) in the US 74mil and UK: 27% UK / 55% US % of minors (age 10-12) on Facebook: UK / US >50% Stats from Ofcom, Pew Internet Reports, The National Office of Statistics (UK) and US Census Data Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

Why It’s So Hard to Design for a Non-Traditional Audience Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

Challenges To designing and testing features for apps with a non-traditional audience Testing Selection Bias Bias in Tracking Tools Consider the sources where you acquire users for testing – there’s a huge bias for tech-savvy users. Most tracking optimises tests and goals based on events you define. Overcompensating with Onboarding Are you forcing users down a path that actually deters them from engaging? Incorrect User Data By assuming certain fields will be relevant (or required) for your users, you encourage incorrect data (i.e. Under-13s on Facebook) Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

Strategies for Designing and Testing Your App Meaghan Fitzgerald – 23snaps – @23snaps

Strategies For designing and testing features for apps with a non-traditional audience Challenge Your Assumptions Always Answer “Where” and “Why” Where are you making assumptions that your designs and features are easy and clear? One of the biggest contributors to bad UI is allowing the user to get ‘lost’ in your app. Have you seen it anywhere besides an app or website? Use Time as a Proxy for Frustration There’s No Replacement for Watching Someone Just because people are doing what you expect them to do, that doesn’t mean it’s easy for them. Watching someone use your app exposes all flaws. Where can you find real examples of your users? Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

Case Studies With examples from 23snaps Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

Onboarding Getting people to the right place Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

Stories Creating and consuming complex content Designing for content creators: How could we simplify creating long-form content on mobile? Designing for consumers: How could we help locate the reader while sharing the whole story? Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

Thank You Meaghan Fitzgerald meaghan@23snaps.com @megfitz / @23snaps Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

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