Mobile User Experience: Patterns to Make Sense of It All

Mobile UI Design
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That would be okay, except that I was on the Eater Philly website. I wanted news related specifically to the area of the U. For many users, mobile websites are visited for the purposes of doing research. Having access to multiple devices to simultaneously search with or having one device to take on the go to complement the on-site shopping experience, is a benefit many shoppers greatly enjoy. With the Southwest Airlines example I mentioned above, the website prevented me from tracking the individual prices of each leg of my trip.

As you can see here, you can skim through flight times and stopover options on British Airways.

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This makes the experience of booking a flight through British Airways incredibly annoying — to say the least. While prices can be compared, it requires a number of back-and-forths to gather that information. My brain starts to hurt and I find myself needing a quick distraction. I go to the living room, sit on my couch and pull out my phone. Like this one about movies:. I start the quiz and quickly get into a groove of reading the question, looking at the entertaining graphics and choosing my answer.

This is an unrelated question that BuzzFeed has snuck into my quiz. It usually occurs two or three paces down the page. This example happens to be completely unrelated to the quiz I was taking, so I was able to spot it right away.

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Not only is it a waste of time — especially for mobile users — but it distracts from the rest of the experience. This is exactly what some websites do. In some instances, a roach motel occurs when a website or app makes it incredibly difficult to delete an account or unsubscribe from a list. Then, there are roach motels like the Wells Fargo Center website:. The first page of the ticket purchase form is fine.

You indicate what price range you want your tickets to fall within and then you choose how many you need.

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Seems pretty straightforward. What happens instead is that the Wells Fargo Center automatically chooses my tickets and adds them to the cart. I had no say in which seats I wanted. At this point, I decide that I want to back out and try to find better seats.

10 Do’s and Don’ts of Mobile UX Design

The trash icon below does the same thing except that it completely clears out the tickets in my cart. I eventually decided not to buy these tickets because I had no control over the process and because of how stuck I felt once I got deep inside it. And, if it can be helped, give them more control over the choices and customizations they make.

Common Design Patterns

There are typically two ways users will find an unexpected item in their shopping cart. The first is by the website automatically adding it on. The second is by the website tricking the user into adding it themselves by placing a checkbox or other add-on option in a spot where something else should be. The form to purchase tickets is pretty basic. Simply choose the tickets for the people that will be visiting the zoo. For mobile users that are in a hurry, they might not even think to read the button that appears.

Why not click it? As users, we are trained to understand how common web elements act. A contact form follows a simple formula:. This one happens a lot with things like exit-intent pop-ups. By using language that is confusing or incorrectly written like a double negative , the site is able to keep visitors put until they realize their mistake in understanding the question. Tricky messaging can also be used to drive up costs.

Now, the don’ts

Here is what I experienced when trying to order flowers from Flowers :. Sounds like a good deal to me. As I continued to select a delivery date, this upsell screen appeared on my phone. Thankfully, I screenshotted the process for the purpose of this article. We all understand what that phrase means in most contexts. Think of it like leveling up your users in game design. Be sure to incorporate onboarding patterns at intervals throughout the relationship. Remind a week-long user to complete a more advanced task that they may not have noticed. Celebrate milestones with lightweight notifications.

Survey users about their experience a few weeks out to signal that you care. This is a bit of a mix of new user and progressive onboarding. The onboarding style for a brand new product on the cutting edge of technology will likely be different than something familiar like a calendar or note-taking app. Look at the personas the team has developed and decide what makes sense to them. Right-size the onboarding experience by understanding the user, and tailor the user onboarding experience to the target personas.

Know what signifiers your design can rely on vs innovations that may be confusing at first blush.

User research will help your team build empathy with your core audience. As you build your product, frequent user testing and usability analysis will help your team not only make improvements to the overall design but will inform which areas to focus on with user onboarding. Balance qualitative user research with metrics that will help illuminate issues in your onboarding experience. For example, if you notice a significant abandonment during a preferences-setting onboarding experience, check in with your users.

Maybe the experience is too heavy or too personal; maybe they want to get to the good stuff sooner and you can make adjustments to the flow.

How this course will help your career Mobile User Experience: Patterns to Make Sense of it All ( ): Adrian Mendoza: Books. Editorial Reviews. Review. "Very few people have the impressive experience Adrian has with the evolution of mobile devices and designing user experiences .

Your out-of-box onboarding UX should be focused on getting the user to a wow moment of satisfaction as seamlessly as possible. Single out the core value proposition for your user, and find a way to communicate that first. Use the benefits introduction onboarding to remind users why your app or service is the best to meet a specific need. Onboarding or instruction that is not immediately tied to value for the user, such as a neat-but-not-critical feature can be introduced later in the app or through lighter-touch onboarding.

Does anyone even open instruction manuals anymore?

Again, the heft of your onboarding experience should correlate to insights from user research and the complexity of your product. If the app or product is simple, a quick introduction and handshake is likely enough. When more depth is needed, consider adopting progressive onboarding that spreads the onboarding across the app experience, dipping in and out as needed to provide guidance and scaffolding. Also, allow users to skip or delay onboarding if they want.

If your app introduction is 4 or more screens that the user has to swipe or click through, the skip button can make a world of difference. They may have forgotten one or two clever tips mentioned in the first-time onboarding—or find themselves lost after impulsively skipping the whole thing. Long forms that ask too many questions are user bounce machines.

In a time when privacy is becoming more scarce and personally valuable, you should not be asking a ton of unnecessary questions, especially at the beginning.

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Some apps require users to set preferences or make decisions before being allowed to use an app, which is a terrible idea. Remember, you can always fold this kind of information-gathering into the experience at later stages. I was once hired by a shopping platform to help them reconfigure their onboarding experience in order to improve conversions. By comparing the first time user experience flow with the data from analytics, it became obvious that the drop-off was happening during screens that were asking the user to provide a ton of personal information, as well as make some seemingly final preference choices up front.

Mobile Usability Made Simple

While this information was valuable to the business and would help personalize the experience for users, they were abandoning the signup process. We decided to cut information requests down to just an email. We also reduced the shopping preference questions from 8 to 3 and allowed users multiple choices and the option to skip. Remember: even with onboarding, your app or website should still make sense and be as clear as possible.

Onboarding is scaffolding, not a crutch for bad design. Too many confusing—frankly, just bad—products and apps have tried to cover up poor design decisions by bombarding their user with lengthy instructions or a barrage of tooltips. From there, learn how to apply some of the most common mobile patterns to real-world scenarios. Read More….