Make Me Want Your App: Designing Mobile Applications for (Reluctant) Business Users

Jonathan Ozeran's SecondConf 2012 presentation on designing apps for enterprise and business users.

Transcript

1. Make Me Want Your App! Designing Mobile Applications for (Reluctant) Business Users Jonathan Ozeran @jozeran
2. Design Principles Design Tools Design in the Enterprise Attracting Cheerleaders Transform with Design Final Thoughts Agenda
3. “Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something.”
4. “Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something.” - Steve Jobs (Wired, February 1996)
5. Design Principles Source: Wells Riley (http://startupsthisishowdesignworks.com) Source: Wikipedia “Question everything generally thought to be obvious.” - Dieter Rams
6. Design Tools Source: dribbble.com/NicholasSwanson Source: dribbble.com/joshhemsley Source: Keynotopia.com Source: Keynotopia.com UI / UX is a much larger topic... But help and inspiration is out there: Brainstorming & Layout: Sketching, drawing, diagramming, wire-framing, etc Interactivity: Keynote, iOS Storyboards, InVision Software: Photoshop, Illustrator, Balsamiq, OmniGraffle Inspiration: Dribbble, Behance, iOSpirations Iconography / Stencils: Keynotopia, Glyphish Dribbble
7. Design Tools (Cont’d) So you’ve designed the ‘baddest app in the enterprise’ and added a “realistic, physical dimension to your application’ per the HIG*? Warning: don’t let design overpower usability! Because if it does... The organization may lose faith in mobile apps Design takes a back seat in future apps / iterations Web / desktop / “mainframe” apps are simply ported Native gives way to hybrid (or cross-platform tools), requiring more concessions & sacrifices Source: http://www.flickr.com/photos/charlesonflickr * Apple’s iOS Human Interface Guidelines: https://developer.apple.com/library/ios/#documentation/UserExperience/Conceptual/MobileHIG/Introduction/Introduction.html
8. Design in the Enterprise Source: http://www.flickr.com/photos/empics It’s a battle. Actually, it’s a war zone. The average approach to apps is not pretty. In fact, it’s ugly. Taking existing desktop apps and ‘applying lipstick’ is the status quo, still. Today. And with your help, this can change! Source: http://www.forbes.com/sites/anthonykosner
9. Source: http://www.apple.com/ipad/business/ Source: http://www.flickr.com/photos/usacehq Source: http://www.flickr.com/photos/usacehq Design in the Enterprise (Cont’d) Just a few contexts to imagine: Source: http://www.flickr.com/photos/maysbusinessschool/
10. Source: http://www.apple.com/ipad/business/ Inspections Career Fairs Construction Environmental Surveillance Health & Safety Warehouse Industrial Commerce Banking Airlines Robotics Tourism Agriculture Source: http://www.flickr.com/photos/usacehq Source: http://www.flickr.com/photos/usacehq Design in the Enterprise (Cont’d) Just a few contexts to imagine: Source: http://www.flickr.com/photos/maysbusinessschool/
11. In the enterprise, mobility can be found in many more conversations. Design in the Enterprise (Cont’d) But each approach is unique, frequently inconsistent and includes: Fear Excitement Intimidation Questions Hesitations Concern Second-Guessing And that’s just in terms of leadership! Source: http://www.flickr.com/photos/adamgrabek
12. Design in the Enterprise (Cont’d) What about the recipients of these new mobile technologies, processes and approaches? Not everyone shares your enthusiasm. “I’m going to continue doing my job how I’ve been doing it” “Why do I need a mobile app?” “I’ll be taking time away from family just to do things how you want them done” “It’s going to slow me down” “I don’t want to have to learn something new” Source: http://www.flickr.com/photos/madaboutshanghai
13. Design in the Enterprise (Cont’d) And here’s where you come in... It’s your responsibility to: Learn and connect with your users Understand the mindset of your users Design for repeat & long-term use Simplify and improve lives Identify ways to iterate designs Communicate and share as often as possible Analyze, refine, simplify Source: http://www.flickr.com/photos/nw10photography
14. Design in the Enterprise (Cont’d) What else? Other Considerations Ease of use especially for repetitive tasks (e.g. button placement) Account for context (e.g. indoor / outdoor use) Apply a good amount of visual feedback Gracefully handle errors and network connectivity issues Cater to user’s fingers for tap areas Seamless orientation switching (iPad) Assumptions The mobile platform(s) selected makes sense for your users You have confidence in your design and can build a great app There are a number of trusted pilot users for your app and many more beyond initial release The app accomplishes primary objectives
15. Attracting Cheerleaders Source: http://www.flickr.com/photos/roadsidepictures Source: http://www.flickr.com/photos/cseeman Source: http://www.flickr.com/photos/ronmacphotos
16. Attracting Cheerleaders (Cont’d) Communicate Frequently Source: http://www.flickr.com/photos/37277160@N06 Offer Rewards Source: http://www.flickr.com/photos/kenjonbro Excite & Motivate Source: http://www.flickr.com/photos/noiseburst Imagery + Emotion + Context + Motivation Source: http://www.slideshare.net/whitneyq/power-of-story-ux-hong-kong Arm yourself with great case studies, stories and genuine user excitement
17. Attracting Cheerleaders (Cont’d) But whatever you do, make sure you avoid the “Angry Birds” problem. Source: http://www.flickr.com/photos/nanpalmero Source: http://www.flickr.com/photos/naokomc
18. Transform with Design Aim for transformative apps: Empower the workforce Entice users to say: “I won’t miss the old way” Consider a suite of enterprise apps vs. a single app Find ways to give users time back in their day Surprise with hidden utility Keep focused; strive for shortest finger path Attempt to apply the ‘single tap metaphor’ whenever possible Source: http://www.flickr.com/photos/sifu_renka
19. Transform with Design Psychology Understand your users through persona mappings Allow for discovery of tricks and nuances they can share Develop user journey maps (physical, emotional) Involve them in the process where helpful Be Responsive & Proactive Review their ideas, concerns, enhancements, bugs, love letters Encourage sketching sessions to map out new ideas Keep watch to ensure users don’t fall back into old habits Find other ways to ease their pain outside of mobile apps (e.g. Twilio) Source: http://www.slideshare.net/Forsythe_Technology/mobile-devices-in-the-workplace-5-key-security-risks-11988063 Sources: http://www.slideshare.net/fling/designing-mobile-experiences
20. Community Everyone in this room is lucky. Lucky to be in this industry. In this space. In 2012. So share whatever you can with your community, support each other and celebrate together!
21. Final Thoughts Source: http://www.flickr.com/photos/sigma Security. Safety. Privacy. Don’t take them for granted. If you fail here, your best designs are wasted and irrelevant.
22. Designing Mobile Applications for (Reluctant) Business Users Jonathan Ozeran jonathan@recsolu.com @jozeran