Pass the ipad, Please: Five Lessons for Creating Great Tablet Experiences

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1 Pass the ipad, Please: Five Lessons for Creating Great Tablet Experiences Brennan Browne AnswerLab Senior UX Researcher Presented to BayCHI: March 20,

2 AnswerLab: The User Experience Research Leader The world s leading brands partner with AnswerLab Founded: 2004 Headquarters: San Francisco Trusted by global market leaders Regularly asked to speak at industry events Fastest growing research firm 3 years in a row Fastest growing research firm 3 years in a row 2 2

3 Today s Presenter Brennan Browne Senior UX Researcher, AnswerLab Expertise in quantitative and qualitative methods, across web and mobile devices Has led hundreds of user interviews for companies such as ESPN, Zynga, Wal-Mart, and Genentech Recently published in UX Magazine: Five Lessons From A Year of Tablet UX Research 3

4 Today s Discussion 3 Trends 5 Lessons 4

5 ipad & AnswerLab Tablet Research Timeline April 2010 ipad Released September 2010 Ethnographic Research (Financial Services & Sports) June 2011 ecommerce Research (Retail) October 2011 Mobile App Research (Health Services) November 2011 ecommerce & Health Research (Retail) May 2010 April 2011 April 2011 November 2011 General Research (AnswerLab) Cross-Platform Sync Research (Browsers) Tablet Security Research (Digital Security) ipad Search Research (Online Search) January 2012 January 2012 March 2012 March 2012 Ethnographic Research (Financial Services) ecommerce Research (Retail) Cross-Platform Research (Online Gaming) Shopping Tools Research (Automotive) 5

6 Trend #1 Trading Computer Time for Tablet Time 6

7 fun easy convenient 7

8 Tablet = Go Anywhere Convenience Tablet usage Computer usage 8

9 The Tablet is Portable vs. Mobile 9

10 Tablet Interactions = More Fun Amazon.com Amazon ipad App Swipe through pages 10

11 Tablets Not JUST Fun Not just for entertainment, tablets are being used for: Banking Reviewing & editing work documents Research Internal enterprise 11

12 Device Usage Driven More by Intent than Location I want to check I want to immerse I want to manage 12

13 Device of Choice is Often the Closest One 13

14 Trend #2 The Tablet & Shared Experiences 14

15 Tablets are Shared Among Family Members 15

16 Apps Compensate for Multi-User Scenarios The Facebook tablet app manages multiple user profiles 16

17 Greater Security Concerns with Tablet than PC Less tech-savvy users Portability and potential loss of financial info, shopping, stored passwords 17

18 Trend #3 Apps vs. Web 18

19 Apps Must Deliver More than Web Experience Tablet users -Instinctively go to a browser first -Users expect full web access vs. a mobile redirect -Know they will get a better browser experience than on mobile phone 19

20 Example of Good App vs. Web Experience: ESPN App offers: -Customizable -Persistent login -Layout mimics ios, not website -Video content 20

21 Immersive = Content + Interface + Interaction I want to check I want to immerse I want to manage Tablet experiences need to address this immersive mode 21

22 App Pitfalls Where an app can fail: -Limiting information required to complete tasks (e.g. product details) -Sending users back to the web 22

23 Universal Apps Promote Discoverability Users who first installed an iphone version may not check for an ipad version Mobile in app title can lead to confusion NPR mobile app on an ipad (designed for iphone) NPR ipad app 23

24 5 Lessons For Creating Great Tablet Experiences 24

25 5 Lessons for Creating Tablet Experiences 1.Small Laptop, not Big Phone 2.Full Web 3.Content over Context 4.Shared Device 5.Security Fears 25

26 1: Small Laptop, not Big Phone The ipad is viewed as more of a small computer than a big iphone, so apps should be designed to provide a fast, intuitive, and full-featured experience that is fun to use, and that beats the Web. 26

27 2: Content over Context People use their ipads as extra-portable laptops, but don t necessarily bring them with them everywhere. This means that in the ipad s current state, location-specific experiences are secondary to core functionality, rich content, and a superb interface. However, look for tablet owners to increasingly take their devices outside their homes or work environments as the proliferation rate of mobile broadband increases in the coming years. 27

28 3: Full Web When browsing the Web, users expect to access the full version of websites, so ensure that your site is optimized to deliver a great experience on the ipad in addition to on traditional computer platforms. For example, input fields should include the appropriate HTML5 tags to streamline information entry on the ipad by serving up the appropriate ipad keypad. 28

29 4: Shared Device The fact that the ipad serves as a shared device (without ios support for multiple users) presents unique challenges, so be sure to consider how features and use cases (e.g., one-click purchases) may be affected by multiple users sharing a single device. 29

30 5: Security Fears Security is a major concern for ipad users as many are still unfamiliar with the platform. Plan accordingly and be aware that users may be less likely to log in or enter their personal information when using a tablet device. 30

31 Conducting Tablet Research 31

32 Lab Setup: General Considerations Recording software User camera Remote viewing 32

33 Recording & Observer Experience 33

34 Screen Capture or Camera? vs. 34

35 Direct Screen Capture If you ve ever watched a Steve Jobs keynote, you ve seen this in action 35

36 Screen Capture Pros & Cons Pros Cons Best image quality Does not work with all devices Portable Inexpensive iphone: limited options without jailbreaking Does not capture physical interactions with device Passwords, sensitive information cannot be hidden 36

37 Camera Options Videographer Sled Document Camera 37

38 Camera Overall Considerations Demos / Rentals Hot Zone Lighting 38

39 Videographer Pros & Cons Pros Cons Works with any mobile device Cost (two people) Captures physical interaction with device Flexible & portable Screen may be difficult to see Need for constant zooming / panning Videographer may make participants less comfortable 39

40 Videographer Output 40

41 Sled Pros & Cons Pros Cons Fixed, high-resolution screen image Captures physical interaction with device Won t work with all devices Limits user s ability to switch orientations or use slide-out keyboard No videographer required Adds weight to mobile device Very portable Hard for participants to hide passwords, sensitive information 41

42 Sled Output 42

43 Document Camera Pros & Cons Pros Cons Works with almost any device in any orientation Captures physical interaction with device High-resolution camera No videographer required Price (ask for a demo or rental) Screen image not as perfect as with direct screen capture Not well-suited for field studies Reminds users where to hold device Easy for participants to hide passwords, sensitive info 43

44 Document Camera Output 44

45 Questions? For follow-up questions about AnswerLab user experience research services, contact: 45

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