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Mobile UX | NYU School of Professional Studies | Spring 2016 | Week 1
This document provides personas and user journeys for different types of visitors to a museum mobile app. It includes 4 personas: Marina, an engaged museum member; Mario, a reluctant college student visitor; Kimberly, a museum mom; and George, a creative designer. For each persona, it provides demographic information, goals, pain points, and favorite apps. It also outlines sample user journeys for each persona that describe their experience before, during and after a museum visit. The document aims to help design a mobile app that meets the needs of different types of target users.
Mobile UX | NYU School of Professional Studies | Spring 2016 | Week 1
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- 2. Please keep inmind… 1. Stay muted when not talking. 2. Raise your hand before talking. 3. Use group chat liberally. 4. If you have tech problems, contact: NYU IT Service Desk: 1-212-998-3333
- 3. Meeting Structure Opening Discussion15 minutes Lecture 30 minutes Break 15 minutes Breakout Activity 45 minutes Assignment Debrief 15 minutes
- 4. Weekly Structure Meeting 2hours Reading 2 hours Assignments 4-6 hours
- 5. Your Grade 50% Participation 50%Assignments BONUS POINTS! 1-2 Per forum discussion post
- 6. How to Participate ! Be present and on time ! Mic and camera work ! Ask questions ! Volunteer answers ! Speak early and often ! Participate in drills ! Be proactive, enthusiastic, and inquisitive ! Do your best work during the breakout activities
- 7. INTRODUCTIONS Name, profession, memory offirst mobile phone Wall Street, 1987
- 8. MEANWHILE, IN 2015... What dowe do all day?
- 9. Smartphones do alot more than enable voice calls.
- 10. Our devices are extensionsof ourselves.
- 11. Indian Girl, orThe Dawn of Christianity by Erastus Dow Palmer 1855-1856 It’s physical. !
- 12. Photo: Ariel Zambelich,Wired.com
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- 15. 64% American adults who owna smartphone Pew Research Center, April 2015
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- 21. Nielsen, March 2013 15% Or1 in 6 Consumers Use Wearable Technology
- 22. Endeavour Partners, July2015 1/3 Consumers Who Stopped Using Their Wearable Device Within 6 Months Nielsen, March 2013 48% Wearable owners between ages 18 and 34 29% Wearable owners with annual income over $100,000 Fitness Bands Smartwatches
- 23. How do weknow about the mobile market?
- 24. Market Research is NOTUser Research. BUT Consuming market research helps you understand markets, which is useful.
- 25. Where to Start • Pew Research Center • Global research and advisory firms like Nielsen and Forrester • Analytics companies like Flurry and App Annie • Google it (many reports are published publically and free to access)
- 26. Take it witha grain of salt • Check the date of the report and the research. • Look into the context for the report. – Where does it come from? – Was it commissioned, or is it used to sell a product? • Notice how data was collected. – Quality research reports describe research methods up front. You will notice market research and user research utilize some of the same methods.
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- 28. Market Research User Research " Research is formal, expensive, timeconsuming. " Purpose is to understand the market. " Findings are shared. " Research is casual, practical and cheap. " Purpose is to make a design decision. " Findings are used by the product team only.
- 29. Market Research User Research " Research is formal, expensive, timeconsuming. " Purpose is to understand the market. " Findings are shared. " Research is casual, practical and cheap. " Purpose is to make a design decision. " Findings are used by the product team only. UX people read it UX people do it
- 30. RESEARCH METHODS Qualitative: 7-daydiary, video recordings of app use, and follow-up interviews Quantitative: 1000-person survey and device tracking
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- 33. Which brand UX isbetter for Me Time? Lululemon!
- 34. Which brand UX isbetter for Me Time? Uniqlo!
- 35. Take Away Research, donewell, leads to the design opportunity. Research makes for better designers.
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- 37. THE MILLION DOLLARQUESTION Mobile first or build off desktop?
- 38. THE MILLION DOLLARQUESTION Responsive website or separate mobile experience?
- 39. THE MILLION DOLLARQUESTION HTML5 or native app?
- 40. THE MILLION DOLLARQUESTION We’re making an app! iOS, Android, Windows???
- 41. THE MILLION DOLLARANSWER Where are our users? What are they doing? What do you want for them?
- 42. UX Professionals have theknowledge and experience to do what’s best. IN ANY CASE
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- 45. REVIEW 1. When arepeople most apt to use their tablets? 2. What form factor is eating up the market? 3. What do 1/3 of people with wearables do after six months? 4. What is “Me Time” and why should we care?
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- 47. Let’s Face It Mobiledevices are not popular because they’re comfortable to use.
- 48. Let’s Face It Mobiledevices are popular because they are convenient.
- 49. Leverage Mobile Strengths GREATERCONVENIENCE HARDWARE FEATURES (camera, GPS, accelerometer)
- 50. Keep It Lean Makeit a value add! Be sparing and intentional with clever features.
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- 52. Usability Values I understandit. I can operate it. I visualize using it.
- 53. I understand it. ! Text is legible. It’s big enough. It stands out from the background. ! Iconography is clear and helps me comprehend things more quickly. ! The hierarchy of information is clear, easy to scan. ! The amount of text is minimal. Reading on a tiny screen sucks. Avoid long text at all costs.
- 54. I understand it. Nike+iPhone App
- 55. I can operateit. ! This product does what I expected it would do. ! I can guess which elements are interactive, and what happens when I touch them. ! I have everything I need to complete a task. Typing on a tiny screen sucks. Avoid text input as much as possible.
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- 57. I visualize usingit. ! I can easily navigate through the experience. ! State changes and transitions between views help me form a mental model of the product. ! The main features and interactions are memorable. Navigating a bloated app sucks. Minimize the number of features and views.
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- 60. Apple HIG https://developer.apple.com/library/ios/documentation/ UserExperience/Conceptual/MobileHIG/Anatomy.html Android MaterialDesign https://www.google.com/design/spec/material-design/ introduction.html
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- 76. 15 Minute Break Whenyou return, please write “here” in the chat pane.
- 77. Let’s Talk Aboutthe Weather
- 78. . What weatherapps or websites do you use? . What are your weather-checking habits? . What do you like and dislike about the apps / websites you use? 1. Write down a few things.
- 79. Find out yourpartner’s weather checking habits. Encourage stories. Ask open-ended questions. Ask “Why?” Listen for the unexpected and say, “Tell me more about that.” Take notes. 2. Get ready to interview.
- 80. We will maketwo columns on a whiteboard: NEEDS and INSIGHTS. 3. Process the Interview.
- 81. Name, short descriptor Need Insight 4.Create a mini-persona.
- 82. CREDITS Interview process drawnfrom: Dana Mitroff Silvers’ “Design Thinking” Workshop DESIGNINGINSIGHTS.COM
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- 84. Ground Rules • Thereare no make-up assignments. • Each assignment is due at the start of the next class. • Late submissions will be docked: – 5 points after class starts – 5 points for each additional day • All assignments and discussion posts must be submitted by the day after the last class: DECEMBER 23, 2015 @ 11:59 PM
- 85. Assignment #1 • Interview • Persona • User Journey READ THE SYLLABUS!
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- 88. VISITOR PERSONAS (R5)| 5 THE MET APP MARCH 3, 2014 FORAPPROVALPROFILES M A R I N A Engaged Member retired magazine editor M A R I O Reluctant Visitor college student K I M B E R LY Museum Mom accountant G E O R G E Creative Type designer S A N D Y Visit Planner literary agent
- 89. THE MET APPMARCH 3, 2014 FORAPPROVAL PERSONAS (R4) | 6 MARINA: ENGAGED MEMBER AGE: 68 OCCUPATION: Retired Magazine Editor Retirement has been an adjustment. She loved the stimulus provided by working life, so now she looks for new ways to learn and stay active, both mentally and physically. Memberships at the MMA, MoMA and AMNH have become central to that effort — as has technology. Once she gets her footing with new technology, she quickly understands how her it could make life richer and easier. Texting keeps her connected to friends and grandkids. Frequent member emails help her fill the calendar with events and reminders. iPhone apps show her when the next train is coming or what the weather’s like, in case she wants to stroll through the park. Marina loves poring over the MMA Store online, but mostly she buys things the next time she visits the museum in person. GOALS MMA’S: Improve her relationship with the MMA by making it more engaging. MARINA’S: Take advantage of museum membership. PAIN POINTS She’s not the typical visitor —She knows where she’s going and wants to see what’s new. FAVORITE APPS Quiz App, Kindle, Kayak ARC OF EXPERIENCE BEFORE: Receptive to Member Newsletter events. May make reservations at Member Dining room. DURING: Picks up Today’s Events and decides how to organize her visit. Runs into friends (who she met at the museum). AFTER: Gets more content (82nd & Fifth)
- 90. THE MET APPMARCH 3, 2014 FORAPPROVAL PERSONAS (R4) | 7 MARIO: RELUCTANT VISITOR AGE: 21 OCCUPATION: College Undergraduate Mario knows what’s going on around the city thanks to a constant stream of photos and check-ins on social media. Most of his activities involve friends. They text continually throughout the day to chat and make plans. Mario’s smartphone makes everything easier, from getting through night class to passing time with music on the subway. His professor gave the class an assigment that includes visiting the William Kentridge exhibit. He’s not necessarily looking forward to it, but he’s been meaning to go the MMA since he moved to the city. GOALS MMA’S: Encourage him to return. MARIO’S: Check out the Kentridge exhibit, and get my friends to come along. PAIN POINTS He never realized the MMA had “cool” art. He loves the Kentridge piece but finds it difficult to locate any of his other work in the Museum. FAVORITE APPS Instagram, Twitter, Beats Music ARC OF EXPERIENCE BEFORE: No pre-planning, just his professor’s assignment. DURING: Chats with classmates and takes photos of labels to read later. Checks in via Foursquare. AFTER: Posts a photo on Instagram for “cred.” Probably won’t come back until a Special Exhibition catches his eye or a friend visits from out of town.
- 91. THE MET APPMARCH 3, 2014 FORAPPROVAL PERSONAS (R4) | 8 KIMBERLY: MUSEUM MOM AGE: 42 OCCUPATION: Accountant Kimberly knows there’s no such thing as “having it all.” Something has to give, and it’s usually her time. Thanks to her smartphone and iPad, though, more of that time can be spent with her kids. Technology makes her a better mom. Always frugal, she discovered the Mint app and can’t stop recommending it to fellow parents. And with Amazon Subscribe & Save, the paper towel and kitty litter magically arrive at the door. She curls up on the couch with her phone, planning a trip to the Met while the rest of the family watches TV. Then, once they’re asleep, she swipes through pages of the kids’ apps (their reward for being good) to relax with a little Candy Crush before bed. ARC OF EXPERIENCE BEFORE: Investigates current exhibitions and makes plans to go to the Saturday morning programs. DURING: Makes the rounds to the kids’ favorites (the mummies and Arms & Armor) and gets them each a gift from the store. AFTER: Checks the website to answer questions about what they saw for Dad, and to show him a photo or two. GOALS MMA’S: Help her plan a trip to the Met and encourage her to become a member. KIMBERLY’S: Support her 7- and 9-year-old kids’ learning and spend time together as a family with a yearly Met visit. PAIN POINTS Save her time in order to keep her kids entertained, engaged and fed. FAVORITE APPS Pinterest, Mint, Netflix
- 92. VISITOR PERSONAS (R5)| 11 THE MET APP MARCH 3, 2014 FORAPPROVALM A R I N A App users typically represent your most loyal users, so invest in an app as if it were a loyalty channel. Some 96% of affluent travelers belong to a loyalty program for financial and future perks and 82% prefer email to get any loyalty information http://www.themobileplaybook.com/en-us/#/home http://www.thinkwithgoogle.com/research-studies/ travelers-road-to-decision-affluent-insights.html 49% of cell phone owners have used their phones to look up directions, recommendations, and other information related to their location. http://pewinternet.org/Reports/2013/Cell-Activities.aspx Email use continues to be the bedrock of online communication for Seniors. 86% of internet users age 65 and older use email, with 48% doing so on a typical day. http://www.pewinternet.org/Reports/2012/ Older-adults-and-internet-use.aspx 82% of Boomers and Seniors use search engines to gather information on a topic of interest. 58% looked for more information on a smartphone. 86% want to stay mentally active. 79% want to stay physically active. 74% want to learn new things. http://www.thinkwithgoogle.com/research-studies/ reaching-todays-boomers-and-seniors-online.html M A R I O Instagram resonates with Millennial consumers more than any other age bracket. Instagram adoption by internet users age 18–29 has increased from 28% in late 2012 to 37% in 2013. Adoption by African American internet users has increased from 23% to 34% over the same time period. http://www.pewinternet.org/~/media/Files/ Reports/2013/PIP_SocialMediaUsers.pdf Twitter, Facebook and Instagram are most appealing to African Americans, Latinos, women and urban residents http://www.pewinternet.org/Reports/2013/Social-Media-Update/Main- Findings/Demographics-of-key-social-networking-platforms.aspx Young adults are the most avid texters by a wide margin. Cell owners age 18–24 exchange an average of 109.5 messages on a normal day. http://www.pewinternet.org/Reports/2011/Cell-Phone-Texting-2011.aspx K I M B E R LY Moms are also 53% more likely to use mobile banking applications and 58% more likely to shop via mobile phone compared to the general population. http://assets.babycenter.com/ims/Content/ american-media-mom-press-release.pdf Moms are 38% more likely than the population as a whole to own a smartphone. Moms spend over six hours daily on their smartphones. A quarter of the apps on a mom’s phone are for her kids. http://www.punchbowl.com/trends/white-papers/ moms-digital-20-stats-about-techloving-mamas 68% of mobile searches happen at home where there is a desktop computer. http://www.themobileplaybook.com/en-us/#/home Nearly 70% of moms believe technology helps them to be better mothers and they are more than twice as likely to reward their children with technology than with chocolate. http://www.forbes.com/sites/jenniferrooney/2012/07/17/ forget-supermoms-its-all-about-the-smart-moms-survey/ 50% of smartphone gamers do so to relieve stress. http://www.emarketer.com/Article/Smartphone- Users-Play-Games-Relieve-Stress/1010523 G E O R G E The most common activity among commuters who used information devices was listening to music on a mobile device, which was observed in 16.9% of users. http://www.informationr.net/ir/16-4/paper501.html 43% of Instagram users are age 18–29. http://www.marketingcharts.com/wp/online/the- demographics-of-instagram-and-snapchat-users-37745/ The average person checks their phone 110 times per day. http://www.dailymail.co.uk/sciencetech/article-2449632/How-check- phone-The-average-person-does-110-times-DAY-6-seconds-evening.html S A N D Y 32% of women make and save product wish lists on their mobile device. http://evigo.com/e-sociology-difference-men- womens-mobile-shopping-habits/
- 93. NEXT TIME • MobileNavigation • Strategy and Feature Sets • App Maps
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