User Experience

Mobile = Shift For Designers and Consumers

Humans have always been obsessed with what they need to “take along” whether it’s going to work or play. The advances of mobile phones and apps has led many of us to shift activities we once did exclusively on a desktop/laptop to our smartphone. This is naturally followed by an increase in the number of places we carry out basic computing tasks; now in the car, at a restaurant, waiting for a flight, watching a child’s sporting event, etc. It’s growing quickly partly because people are relieved of trying to remember what they need to bring with. As long as you have your smartphone (Swiss army knife) you feel better prepared. I have been reading, debating and thinking deeply about mobile these last few months.

I attended two mobile sessions at the recent South by Southwest Interactive track (SxSW) in Austin. The first was entitled The UX of Mobile, with Barbara Ballard of Little Springs Design, Scott Jenson from Google, and Kyle Outlaw of Razorfish. I’ll cover the second panel called Time+Social+Location with Naveen Selvadurai from foursquare, Josh Babetski from MapQuest and Greg Cypes from AIM in a later post.

This post mashes together notes from those panel sessions with what’s been brewing inside my brain and recorded in my Moleskine since last fall. It all runs together which makes it hard on the attribution front. The shape of my thoughts was obviously influenced by what’s out on the web and what was shared at SxSW. Thank you to all mobile thinkers.

In The UX of Mobile, the moderator kicked it off by asking each panelist to define user experience:

Allow users to reach goals
Think about the whole system, SMS
It’s everything that causes a user to not want to use your product; scrolling, buttons, etc.

Mobile today is hyper-focused on apps because the mobile browser is lacking (and because of Apple). When the mobile browser catches up to the app experience, there will be a monumental shift away from apps. The mobile web will be where things will get interesting and play out. But simply trying to put the web onto the phone (miniaturization) is not where the value lies. Mobile screens are a new window into the Internet. It’s the closest thing we have right now to wearable computing and so designs needs to account for mobility as well as personal connection. Design for interoperability, take advantage of mobile cache and leverage the cloud. One should design for the “mobile moment.”

Design knowing that interruptions are inevitable (the waiter comes to take your order)
A phone in your pocket can also be useful (vibrate to signal when you need to turn right or left)
Don’t bring the web to the mobile phone, bring the browser (Safari with iPhone/iPad, Chrome)

Mobile demands that you design for the screen. A smartphone has many more features available to the user than a desktop. Barbara Ballard ticked off a great list of things to be considered when designing for the mobile experience. Notations after → are my additions.

Gestures → Human
Accelerometer → Framing
Bluetooth → Extension
Camera → Pictures
Microphone → Voice
Location → Mapping
Address Book → Social
Calendar → Schedule

The mobile phones of today are closer to traveling ecosystems than operating systems. As such, usability testing for the small screen becomes more critical than browser designs. Designers/developers need to test in context, including social context; in short the real world. For me real world testing will mean getting out of the lab and test in cars, libraries, retail stores, restaurants, sporting venues etc. Internet connections are fairly reliable now; always on and fast. The cell phone carriers are not there yet. It’s better than the 9600 baud days, but not yet comparable to the speed we enjoy with today’s modems. When 4G arrives, we will be a heartbeat away from moving everything the mobile device. That will be a watershed moment.

The iPad is a Roaming Device, Not a Mobile Device

Pick up the April 2010 Wired magazine (I’d include a link but the paper version gets to me before the digital version; go figure) and turn to page 75. There’s an extremely insightful article by Steven Levy, Why the New Generation of Table Computers Changes Everything. In it he talks about how Steve Jobs is “writing the obituary for the computing paradigm” and how desktops will vanish and laptops will be used “primarily as base stations for syncing our iPads.” While at SxSW I spent a lot of time with Ian Magnini, principle at MCD Partners in New York. We work closely on strategy, design and visioncasting. He turned to me and said.

The iPad will replace the magazine rack in your home. There will be one in the kitchen, one in the bathroom and one in the bedroom – Ian Magnani

I think he’s dead on. The iPad has a huge mobile drawback in that it can’t fit in your pocket or purse. So maybe it’s not cell phone mobile, but it could be the perfect “roaming device.” I can picture people using the iPad to read magazines, newspapers, books, then launch the browser to order groceries or do online banking all while sitting in a comfy Barcolounger. Battery life is 10 hours and taps return instantaneous responses. Keypad will be the big challenge.

As always, Jobs will ensure that the design experience will be outstanding. I have heard that there won’t be a calculator on the iPad at launch because he didn’t like the experience. It doesn’t matter. Once it’s right, it will be included in a future version.

Much more to come on Mobile.

Advancing the Useful, Usable, Desireable Framework

Forrester Research frequently advocates for their usability framework of useful, usable and ultimately desirable. The first two are table stakes and where designers spend most of their effort. When there is the luxury of time, which almost never happens, then one can strive for that elusive territory of desirability. If users find your design desirable you stand a greater chance of increasing conversion, garnering repeat visits and earning customer loyalty.

frameworkrefine — Forrester Framework (left) My Modifications (right)

Surfing on slideshare.net led me to a presentation that took this concept even further. Essentially the author moved from a classic pyramid to a honeycomb design and added some critical elements to the model. These include, valuable, findabe, credible and accessible. I’m embarrassed to admit that I didn’t favorite the slide show and so I can’t reference the author or link to the actual presentation. My apologies to the person who created this really helpful PowerPoint. Here’s how it was illustrated in the presentation.

honeycomb-model — A Honeycomb Approach to Usability

This concept advances the Forrester model by giving designers and customer experience professionals more dimensions to consider. When I provide direction to my staff and agency, I encourage them to include desirable as a goal from the very beginning, vs. settling for useful and usable and then tackling desirable as a “fast follower.” Oftentimes there’s no time for a fast follower, so getting in as much as possible is very important. Some of these additional attributes found in the honeycomb model above are clearly more structural or work to support reputation, not necessarily spawned from pure usability needs. But they are real aspects users will weigh as they navigate a web site or attempt to use functionality, so accounting and designing for these will be a plus.

This one slide has caused me expand my thinking and build out my checklist. If anyone knows who authored this, please chime in so I can give proper credit.

Mellon Odyssey Ends, I Think

I set out to do the simple task of certifying my taxpayer identification number at the request of Mellon Investments, and ended up spending nearly an hour over three days and it’s still not done. You can see the earlier posts here and here.

Today I tried again to log into my account. Couldn’t, but noticed they have live chat, so I joined the conversation. A gentleman named Ed came on to help. He was very good at chat, clear and to the point. He was able to take me through a process whereby I could log in. Why I suddenly couldn’t is a mystery.

I’m in and so tried one more time to certify my TIN online as instructed in the mailer. Once again I was locked out, although I used the same credentials submitted at log in. I got this message.

I navigated to the forms section and downloaded the appropriate PDF, which is what the phone agent told me to do the day before. They had two nice controls at the top of the form. One that highlights the fields you need to complete; pretty nice. The other allows you to fill in the form online and print it prefilled, which means you only have to sign and mail. I selected this choice, keyed in the information and hit print. The form came out of my printer completely unreadable. The SSN was filled in, but it wasn’t mine. Who’s was it? Where did mine go?

I reloaded the PDF, printed a blank form, filled it out with an ink pen, addressed an envelope (I’m guessing on where it should be sent), and stamped it to be mailed. Hopefully they will receive and process it. Please let this be over.

Another Cross Channel Failure – Mellon

I received a mailing from Mellon Investment today with a request to identify and certify my taxpayer information. I was provided with two ways to carry out this request; over the phone or through the Internet. I had already set up my account so online was an easy choice. I logged in and followed the instructions. I verified my information and entered my PIN to complete the transaction. I received an error that my PIN was invalid, although it was the same one used to log in not 2 minutes before. Three attempts and I was locked out. So I guess I’ve got to use the phone.

I called the toll free number and listened to a series or prompts, none of which matched the instructions on the mailer. Eventually I got to the “for all other issues press 5,” So I did. I entered my ID number and PIN and was promptly told, “We’re closed.

Lots of things wrong here.

The mailer lists the phone option first vs. the cheaper online channel.
If you are going to drive people to the phone as a first choice, you better be on the other end when they call.
The online certification process was full of financial jargon and unclear.
The system would not accept my valid PIN.
No phone hours of operation were printed on the mailer, which is fair since they say the have an Interactive Voice Response system, but the expected prompts never came.

I am an experienced Internet user and work in financial services, and I failed to complete the transaction in both channels. Now I have to take the mailing to work, find time to call, wait in the cue and then conduct the transaction. So frustrating. True, the cross channel game is tougher to master, but it’s not that hard. Get it together Mellon.

I will give them one positive. When I logged off after being shutout they asked for feedback through an online satisfaction survey. Do you think I took it?

Super Tuesday, Good Experience

We’re so spoiled. Anyone who grew up a U.S. citizen and is reading this has always had the right to vote under the rules of our democratic process. No dictators ruling with an iron fist, no military coups forcing regime change. We get to have our say. But so many of us don’t choose to exercise this wonderful privilege. But I guess not voting is also making a choice, and I have to accept that.My oldest son (26) is keen on the voting process. He carefully reviews what the candidates are saying, and makes a thoughtful choice. He prints out the ballot from the county web site ahead of time so he is prepared when he enters the booth. This is serious business for him.

Photo Credit: Getty Images

My youngest son (3) had his first experience at the polls on this Super Tuesday. Of course he has yet to declare a party affiliation, for today he was only observing the process, and quite a smooth process it was. There are a variety of ballots and machines available for casting votes in this country. For many years I used the punch card process. Some areas of the country employ a touch screen. Standardization would be a good goal for the country some day. In my precinct, we use a very low tech paper and pen method. Although it was not fancy, it was quite orderly and very easy.We entered the polling place at about 8:30 am to find there was no line. Simply gave the official my name and address, signed for a ballot, and went behind a cardboard booth to vote. Every aspect of the process was clear and well signed. Granted the signs could use a little updating, but hey, this is not about the presentation, it’s about the content. Once again my iPhone camera comes in handy.

I took the black felt tip pen and filled in the oval next to the candidate’s name as instructed. Like my son I had taken a sneak peek at the ballot, so I knew what to expect. Once my selections were made I inserted the completed ballot into the privacy sleeve and fed it into the ballot counting machine that looks like a giant industrial paper shredder. My civic duty had been neatly dispatched.

Although it was over in short order–no more than 10 minutes from beginning to end–the elapsed time had no bearing how I felt. When alone with the ballot, I play out numerous scenarios in my mind. What if this person was in office and this happened? How would they react? Has the country really matured enough to elect a woman or an African American to the nation’s highest office? It’s a satisfying feeling to be sure. But not one of power or entitlement. Instead I feel a heightened sense of responsibility. The process has weight and importance and heritage.I am very proud my oldest son is actively participating, and committed to ensuring my youngest one will be exposed to the process every time the opportunity arises. No it’s not s perfect system, but name one that is. Nothing is sadder than sitting on the sideline outside of the deal flow when you could be right in the middle of it. If you voted, congratulations, and thank you. If you didn’t, it’s never too late. The big one comes in November.

Disney’s DVD Fast Play Technology Isn’t Fast

If you have kids you know what I’m about to describe. You have wiped the fingerprint smudges from a Disney DVD, loaded it in the player all while your kids are screaming to see it. On comes the FBI warning, then the Interpol warning (sometimes in French, that’s really helpful), then comes Disney’s extra special patent pending technology, Fast Play.

While you are trying to decide whether to be sucked in or not, a friendly voice says the following:

This Disney DVD is enhanced with Disney’s Fast Play. Your movie and a selection of bonus features will begin automatically. To bypass Fast Play, select the Main Menu button at any time. Fast Play will begin in a moment…

Here is where it breaks down for me. Shouldn’t Fast Play actually start the movie fast? But if you make that selection it actually just starts the parade of trailers; one mind-numbing preview after another. All the while your kids are losing it and demanding to see Bambi. But if you select Main Menu instead, you bypass the trailers and can start the film much more quickly. One additional tip here, you can actually speed up getting to the feature by going to Scene Selection after arriving at the Main Menu and selecting a chapter, usually chapter 1. That little trick can reduce screams by as much as 15%.

I know Disney wants to promote their other products, and they have a right to do so, but don’t mislead and frustrate parents and their children with this kind of labeling bait and switch. You can read Disney’s FAQ on Fast Play here. I get a kick out of how they spin it as if they are helping families. One other thing, Don’t you love it when someone gives you one of their old Disney titles and it shows a preview for a film, then proudly announces that it’s coming Fall 2002?

I bought the movie on DVD, and I should be able to use my remote control to start watching it immediately. It’s fine to put promotional material on the disc, but give the customer real choice, not a corporate contrived choice. Just wait till I blog about the experience we are now made to endure when we pay for a first run film in the theater.

Apple’s Site Search Drives Brand Consideration Through Prospect Experience

Apple has always been one of my favorite brands as well as my first choice in computers. I have long admired their web site for how on brand it is, the clean look, crisp copy and easy navigation. My one criticism is that it doesn’t even try to remember me. They never present a home page informed by where I have gone on their site or what I may have purchased from them (and it has been a lot over the years). The same can be said for their email marketing programs. Not a premium placed on targeting the content to me. Great emails to look at, but rarely do I click through and browse or buy. However, their site search capability has caused me to think about overlooking those shortcomings. If you visit the Apple site they have the normal search box in the upper right hand section of the page. Looks like what you see everywhere. But when you start typing everything is different.

I started typing in iPhone. As I was typing a flyout appeared immediately below the box, populated with real time search results that changed with each letter typed. But these search results look more like a web page or a software window. They are categorized, contain descriptions and images, and in some cases prices are displayed. You can always link to a full results page, which is also improved over a normal search results page.

Here is what I got when I typed in iTunes. If you key in something that is not on the site it says “no shortcut was found” and directs you to another page where you might get a “did you mean” suggestion. This is similar to how the Spotlight feature built into their software works.

This experience enhancement gives consumers yet another glimpse into what it is like to own a Mac before owning one. Apple understands how important it is to manage the customer experience (or perhaps prospect experience, as their market share is still small) at every interaction. This is particularly important online, as consumers have a short attention span and are jaded quickly if something doesn’t work or live up to their expectations. Obviously this is much easier to accomplish when you are searching your own site and products vs. the open Internet. But Apple has executed with elegance in design. Apple is now the third largest manufacturer of computers behind HP and Dell. In their stores they have all but eliminated the cash register, as the advisers on the floor can use a hand held device to ring your purchase and email you a receipt. Seems they are always about bringing innovation to someone else’s expertise.