5 Ways To Increase User Engagement

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To improve your app for better user engagement. 5 WAYS

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HOW TO MAKE YOUR APP SUCK LESS

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GARREN DIPASQUALE Lead Product Designer [email protected] @aduroguy

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5 KEY AREAS OF SUCK

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1. Context 2. Content 3. Information Architecture 4. Consistency 5. Friction 5 KEY AREAS OF SUCK

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The how, when, where and why users’s use your app. Context

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Environmental Ecosystem CONTEXT

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ENVIRONMENTAL The physical location a user is while using your app.

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Environmental image

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Environmental image

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Environmental image

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Context Fail

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Context Fail

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DESKTOP TABLET WATCH PHONE

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“The best interface is the one within reach” CAMERON MOLL

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ECOSYSTEMS Where your app falls in broader use

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As systems become more and more complicated the need for them to be “designed” increases.

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“It is the designers responsibility for the design of those relationships and ensuring that their collective value signiﬁcantly exceeds the sum of their individual values,…

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…and their cumulative complexity is signiﬁcantly less than the sum of their individual complexities.” BILL BUXTON

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Understanding Context Solution

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ETHNOGRAPHIC RESEARCH

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Watching the user, in their environment, use your software.

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Observe and listen in a non-directed way

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DIARY STUDY

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JOURNEY MAPS

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A map of the user’s experience across all channels from end to end.

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Guide to Experience Mapping Adaptive Path http://www.mappingexperiences.com

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Environmental image http://www.mappingexperiences.com

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Environmental image http://www.mappingexperiences.com

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http://www.mappingexperiences.com https://amzn.com/1449323170

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http://www.mappingexperiences.com

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The foundation that everything else is built on. Content

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Taxonomy Nomenclature Messaging CONTENT

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TAXONOMY The classiﬁcation and organization of things.

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Use methods and classiﬁcations that are common to the user not you.

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There is no right way.

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Proﬁle & Account > Account > Settings > username > expand

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There is no right way.

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There is no (universal) right way.

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NOMENCLATURE What you call that thing.

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Avoid jargon, acronyms, proprietary words.

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MESSAGING Communicating those things to your user.

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Be clear and concise.

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…

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…

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CONTENT

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CONTENT

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CONTENT

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Actively curate content Solution

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“Always be clear over being clever.” 37 SIGNALS

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CONTENT STYLE GUIDES

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CONTENT

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“If you don’t have a style guide, start one.”

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FOLKSONOMY

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OPEN CARD SORTING

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MESSAGE REPO

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ERROR MESSAGING

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Don’t punish the user for what are actually machine problems.

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CONTENT

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CONTENT

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CONTENT

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ERROR PREVENTION

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“The best error message is the one that never shows up” THOMAS FUCHS

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https://aerotwist.com/blog/better-password-form-ﬁelds/

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http://www.mappingexperiences.com

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The structure and display of data and information Info Arch

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Mental Model Cognitive Load INFORMATION ARCHITECTURE

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MENTAL MODEL The user’s thought process for how something works.

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MENTAL MODEL … deﬁne please

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USER BIAS

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People make an assumption on how something works based on learned (past) experiences

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COGNITIVE LOAD The ability for the user to understand and process information

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INFORMATION OVERLOAD

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How Bad UX Killed Jenny Jonathan Shariat https://medium.com/tragic-design/how-bad-ux-killed-jenny-ef915419879e#.cjpcndf3k

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INFORMATION OVERLOAD

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INFORMATION OVERLOAD

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INFORMATION OVERLOAD

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MORE HORRIBLE

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“Users' cognitive resources are better spent understanding how your application's features can help them achieve their goals.” NIELSON NORMAN GROUP

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Map it out. Solution

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CARD SORTING

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TASK ANALYSIS

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http://www.mappingexperiences.com

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Creating predictability with repetition. Consistency

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Layout User Interface CONSISTENCY

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LAYOUT Where it’s at.

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FIND-ABILITY

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USER INTERFACE Colors, font, buttons, dropdowns, etc…

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INCONSISTENCY

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INCONSISTENCY

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Inventory and document. Solution

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PATTERNS

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HCI DEVELOPER RESOURCES

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PATTERN LIBRARIES

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https://www.lightningdesignsystem.com

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http://harmony.intuit.com

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https://design.atlassian.com

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Everything that is in the way of me achieving my goal. Friction

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On-boarding Data Entry FRICTION

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Users don’t care about your features as much as you do. They care about how your product is going to make their life better.

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ON BOARDING Bringing them onboard when they are invested the least.

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“If you’re requiring anything more than the bare minimum then you’re probably losing customers at the door” BRAD MCCARTY

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DATA ENTRY The thing no one wants to do.

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Data entry is what is in the way of me getting what I want.

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It is a necessary evil. That doesn’t mean it has to be painful.

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Focus on value and get out of the way. Solution

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PROVIDE VALUE EARLY

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REMOVE UNNECESSARY STEPS

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SUMMING UP

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Your number one design resource is not you or your designer. It’s your user.

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THERE IS A PERSON AT THE END OF EVERY PROBLEM.

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STOP MAKING ASSUMPTIONS

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TALK TO YOUR USER

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MAKE SOMETHING AWESOME

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Understanding Context -https://amzn.com/1449323170 Ethnographic Research - https://hbr.org/2009/03/ethnographic-research-a-key-to-strategy Diary Studies - http://uxpamagazine.org/dear-diary-using-diaries-to-study-user-experience/ Journey Maps - http://www.mappingexperiences.com References Context Content Taxonomy - http://johnnyholland.org/2012/04/taxonomy-content-strategys-new-best-friend/ Nomenclature - https://uxmag.com/articles/sweat-the-small-stuﬀ Mail Chimp Content Style Guide - http://styleguide.mailchimp.com Messaging - https://www.nngroup.com/articles/error-message-guidelines/ http://uxmas.com/2012/the-4-hs-of-writing-error-messages https://medium.com/@thomasfuchs/how-to-write-an-error-message-883718173322#.3305onf4b Error Messaging - https://aerotwist.com/blog/better-password-form-ﬁelds/

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Mental Model - Cognitive Load - https://www.nngroup.com/articles/top-10-application-design-mistakes/ https://www.nngroup.com/articles/minimize-cognitive-load/ Card Sorting - http://boxesandarrows.com/card-sorting-a-deﬁnitive-guide/ Task Analysis - http://www.usability.gov/how-to-and-tools/methods/task-analysis.html References Information Architecture Consistency Patterns - https://developer.android.com/design/index.html https://developer.apple.com/library/mac/documentation/UserExperience/Conceptual/OSXHIGuidelines/ index.html https://developer.microsoft.com/en-us/windows/desktop/design Pattern Libraries - https://www.lightningdesignsystem.com http://harmony.intuit.com https://design.atlassian.com

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On boarding - https://www.fullcontact.com/blog/user-onboarding/ http://www.appcues.com/user-onboarding-academy Forms - https://medium.com/salesforce-ux/designing-more-eﬃcient-forms-10d23bc72c9f#.lj1dp72kn https://www.smashingmagazine.com/2011/11/extensive-guide-web-form-usability/ References Friction