UXINDIA15- Mobile Designs and UX Strategy 101( Mahek Mahendra Shah ) by uxindia

Mobile Market, Challenges in Mobile Design, UX Strategies for Indian Consumers.

Transcript

2. Smartphone Trends in India App & Mobile Web Designs & UX Insights 101 MAHEK MAHENDRA SHAH @mahekmshah B Tech, Mechanical Engineering, Indian Institute of Technology Madras MBA, Design & Energy Management Politecnico Di Milano
3. @mahekmshah about.me/mahek 2014 Aegis Graham Bell Award for InstaSense(Android SDK) in Context Aware Services (Mobile) category 2013 IITM Journeys Magazine Design Award 2008 Research paper published 2006 Winner Google Events 2004-05 Winner Robo-Soccer (Mechanica) IITM Reading Science Fiction (20+ novels a year) Traveling+Driving (10+ countries, 22+ states in India)
4. Timeline 2007-2010 Derivatives trading, analyst, algorithmic trading 2010-2012 startup, #fail 2011-2012 Product consultancy/Analyst 2013-14 Product Manager Mobile 2014-2015 Mobile UX / Product Consultancy 2014 - Current Swachh Bharat App + Last few months Dream11 Inc. (Product Manager) disrupting cricket.
5. SmartPhones Vs Feature Phones (India) 25% 50% 75% 100% SmartPhone Share 2013 Q1 10.0% 29% YoY Replacement Sales (2013-2014) 65% YoY Replacement Sales (Proj. 2014-2015) source: multiple source: IDC Asia Pacific Mobile phone tracker
6. Mobile OS (global) (-99$) iPhone Price iPhone is preferred choice for First time smartphone buyers in China source: multiple 15% 30% 90% 75% 60% 45% Android Share Android Revenue 2010 iOS Share iOS Revenue 15.6% 22.5%
7. what is a mobile app? A mobile application is a software application designed to run on smartphones, tablet computers and other mobile devices in short, a special “Product”
8. Types of mobile apps Enterprise Apps Consumer Apps Service Apps
9. Types of mobile apps Native Apps Web Apps Hybrid Apps
10. “By the end of 2017, market demand for mobile app development services will grow at least five times faster than internal IT organizations' capacity to deliver them” “By 2017, 25 percent of enterprises will have an enterprise app store” “SmartPhone sales will touch 2.1 billion units by 2019” Source: Gartner Reports
11. “Know Thy User” UX Rule #1
12. “Know Thy User” ➡ ➡ ➡ ➡ High Usage - Data Addict Medium Usage Low Usage - Traditional users No Internet ➡ ➡ ➡ ➡ Free Freemium Paid Partner Usage ➡ ➡ ➡ ➡ Phone - Calls & Messages Productivity - Emails & Tasks Games - Quizzes & Games Information - Seekers of Info ➡ ➡ ➡ ➡ Classic Modern Flat Comic Usage Revenue Utility Style
13. women source: GSMA Connected Women
14. “Know Thy User” Do not forget to design for women In the past few years, women owned 38% less smartphones than men in South Asia, this trend is under correction Localize features & language using location services (Geo-localization) In the past few years, 75% growth in local language usage in rural India. 51% is current urban local language penetration Speak Visually if target audience is glocal More and more apps are being designed keeping in mind Asian audiences.
15. Uber - SOS +Debit Card payment option
16. Audience: India ! No text input from users 140 Characters is enough Please fix (garbage) @ goo.gl/mapurl @PMOIndia #SwachhBharat (via @swachhbharatapp) pic.twitter.com/picurl Response to 2G issue from rural areas Tweet from Wifi SWACHH BHARAT APP Mobile Governance
17. examples Uber Swachh Bharat App Change SOS(women), Debit Card No/preconfigured text (user)
18. “Know Thy User” Align UX/UI/Development Strategy By Source By Gender By Medium By Geography By Usage By Revenue
19. “Touka Koukan” –Full Metal Alchemist UX Rule #2
20. Equivalent exchange Every product has two stakeholders You give something You take something example FaceBook Whatsapp Amazon
21. Equivalent exchange Every product has two stakeholders You give something You take something We (users) get Convenience Affordable quality service They get User base Data base Advertising foothold Facebook: Autoplay videos…
22. “Take care of the details and the big problems will take care of themselves” – Officer Gris, Mission Earth: Voyage of Vengeance UX Rule #3
23. Seamless Core Services Think about Features Cognitive Load / Learning Navigation Avoid Redundancy
24. sort & filter Visualize notifications / conversations preview tutorial contextual / add-ons Navigation
25. – Ujwala, Resource9 “if the app has to continuously tell me about how to navigate from one screen to another or what every button means, then it has lost me completely.”
26. “Focus on contextual actions” (primarily for Android Apps, tap power of sensors) “Focus on leveraging design & data computing” (primarily for iOS apps)
27. Alerts Home Principal of Least Assumption POLA why following POLA is more relevant than ever?
28. 0 2009 2010 2011 @(!) 0 ftstatistacharts Source: pocketgamer.blz Apple' s App Store Is Growing by 1,000+ Apps a Day Number of new apps submitted to Apple's App Store per month 40,000 39,992 35,000 30,000 25,000 20,000 15,000 10,000 5,000 2012 2013 2014 2015
29. Use Globally used icons because # Active apps in app store 15000000 active apps in play store 16000000 Users suffer too much cognitive load. Users do not have patience.
30. Never Forget
31. – @mahekmshah “It is easier to uninstall an app than trying to suppress notifications in settings” DEGREE of CHALLENGE REAL ESTATE SPACE USER TOLERANCE USER SWITCHING COSTS USER ADDICTIVENESS BRAND VALUE CONVERSION ELEMENTS COMMUNAL USERS HIGH - LIMITED, VARIED HIGH HIGH LOW TO HIGH MEDIUM TO HIGH DIVERSE AUDIENCE LOW TO MEDIUM
32. Value of UX
33. @Dream11 “Measuring the right things, can help you find the right fixes” Customer Care team X% of users were uploading valid PAN Card, but in text field entering either a digit less or more or typing one of the letters incorrectly { font-size: 16px; text-transform: uppercase !important; letter-spacing: 2px; } PAN format validity check UX improvement through UI UX improvement through feature
34. Quantify UX changes Value of UX
35. # DAILY ANDROID ACTIVE USERS (SOURCE: JUNE 2014, GOOGLE) 1000000000 average number of times a phone is unlocked? Time for one additional click Time saved, if ok button removed (days) Average life span of an indian (days) Daily savings (Indians) 50 0.2 115741 23741 4.9
36. take risk, conquer the unknown @mahekmshah swachhbharatapp.com