Game-Changing Tablet Apps

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1 The Quest for the Best in UX: Game-Changing Tablet Apps

2 What s in the ebook? This ebook identifies the features, elements, and user experience that make for gamechanging tablet apps, including examples, best practices, and areas of opportunity. Why Do Tablet Apps Matter? Exceptional Tablet App UX: What It Looks Like Take Your Tablet App To The Next Level Find out why and when tablet apps matter 3 game-changing apps and what makes them so great 11 best practices for creating outstanding tablet apps Who is AnswerLab? AnswerLab is the user research partner trusted by the world s leading brands. Since our founding in 2004, our sole focus has been providing impartial, custom user experience research to help our Fortune 1000 clients understand what people see, do, think and feel when they use websites, mobile applications, and other digital products and services. Insights To Build Outstanding Tablet Experiences AnswerLab research insights help you build the right thing, build the thing right, and watch it succeed Mobile Research At Every Stage Of Your Product Development Cycle Our cutting edge research methodologies allow you to make informed business decisions at critical points throughout your development cycle A Holistic Approach to User Experience Strategic recommendations to build an exceptional end-to-end customer experience based on our knowledge of your industry, our cross-platform experience, and our quantitative and qualitative research expertise Behind The Research: User Experience Researcher Megan Sauter led the AnswerLab team in developing the methodology, findings, and reporting for The Quest for The Best in UX: Game-Changing Tablet Apps. Megan has a Ph.D. in Cognitive Psychology from Northwestern University, where her dissertation examined the nature of representation in technology, focusing on user experiences with new interactive tools for science learning. In producing this ebook, Megan worked closely with a number of AnswerLab User Experience Research Team members, including Ligja Gill, Beth Lingard, Nick Nomm, Alisa Richardson, Laith Ulaby, and Pamela Walshe.

3 Table of Contents 02 What s in this ebook? 10 Lessons from the game-changing tablet apps What you can learn from Flipboard What you can learn from Evernote What you can learn from Houzz Honorable mentions 04 Why tablet apps matter 23 Best practices for tablet app ux 06 About the research Survey: Finding the tablet app contenders Social mining & in-depth-interviews: The why behind the winners

4 Why Tablet Apps Matter From the couch to the cubicle, tablets are demonstrating a remarkable ability to change the way we work and play. When first introduced, some critics saw tablets as a fad just a larger version of a smartphone. Tablets should not be seen as such, even though their portability allows us access to content at a moment s notice. With their processing power and portable and comfortable form factor, tablets are tapping into the computing space usually reserved for traditional PCs. People are turning to their tablets more and more as a way to explore information, build connections, and consume media. AnswerLab chose to focus on finding the best in tablet app user experience (UX) because: Between 32% and 43% of American tablet owners are using their desktop less and picking up their tablet more often [Nielson Report; Google Think Insights report]. I don t think I ve turned on my personal laptop in almost a year, as the tablet is so much quicker and more comfortable to use. UX Professional Up to 28% of tablet users report using their tablet as their primary PC. More than one-third (34%) of Americans now own a tablet. U.S. consumers spend an average of more than two and a half hours per day on smartphones and tablets, with 80% of that time spent inside apps and just 20% spent on the mobile web, according to recent data published by Flurry. Consumers strongly prefer apps over mobile sites because they are considered faster, more convenient, and easier to browse, according to a study by Compuware. 4

5 Tablets present a great opportunity to create rich experiences that aren t constrained by the relatively smaller size of smartphone screens. Where smart phones are personal devices that are wellsuited to micro-tasking, tablets tend to be more frequently shared and can address more complex tasks with richer content. Given the relatively new landscape of tablet apps, UX designers are challenged with striking the right balance between simplicity and complexity to create a truly great tablet experience. Some of the more common questions we get from our clients include: What are the newest gamechanging tablet apps, and what, exactly, makes them so great? How, specifically, should we be thinking about designing for the tablet app that may differ from our design approach to the smart phone app? What are the best practices for creating great tablet app experiences? To address these questions and provide examples of great tablet apps and best practices, AnswerLab conducted a multi-phased study that included a survey of UX experts in the field (including designers, researchers and product managers), in-depth interviews with consumers, and social media mining. 5

6 About The Research 1 Survey: Finding the tablet app contenders To identify these game-changing apps, we reached out to User Experience professionals to uncover their impressions of innovative apps in the tablet space. We sought out respondents who were not only experts in UX, but were also tapped in to the tablet experience. Our sample is on the cutting edge of app adoption and have a keen eye for what makes a great user experience. About our expert sample 79 95% UX professionals took the survey said that UX was very important in their role (Q: On scale of 1-7, how important is UX in your role; 95% answered 6-7) 6

7 The professional profile of the survey respondents includes*: 38% Ux Designers 24% UX RESEARCHERS 34% PROJECT LEADS 24% INDIVIDUAL CONTRIBUTORS 19% Managers 32% Work for Fortune 500 companies 27% work for large companies 23% work for Small Medium Size *Numbers do not add to 100%. Remaining respondents were in various other categories. To qualify for the survey, we asked respondents about their role in User Experience and how (and how often) they used their tablets, to ensure we had a user-savvy sample of the most seasoned tablet users. We required that respondents: 2X PER WEEK Were directly involved in the strategy, design, development, or marketing of a digital product or service Owned a tablet (majority owned for 6+ months, 92%; majority owned ipads, 86%) Used at least 2x per week (majority used every day, 84%) Downloaded an app within the past 4 weeks (majority downloaded a new app within the last 7 days, 65%) Use the tablet for at least 3 different activities and perform each activity at least 2x per week 7

8 Finding the app contenders To gather the top tablet app contenders, we asked the following question about app experience across 11 categories: In your experience, which tablet app has the best experience? We also provided respondents with the opportunity to tell us why these apps (or additional apps that transcend these categories) stand out. We asked respondents which apps they couldn t live without, which game-changing apps they downloaded in the past 6 months, and how owning a tablet has changed their lives. We took all of these thoughtful answers into consideration when identifying our 3 winning apps. The following categories were covered: Social and Communication Finance Games Children Reading Home Utility Video / TV / Movies Productivity / Business Music Lifestyle / Fitness / Wellness Retail 8

9 2 Social mining & in-depth-interviews: The why behind the winners After hearing from our experts, we journeyed into the digital frontier to understand how people use these apps and how their lives are changing as a result. We scoured social media, message boards, blog posts, comments, and app reviews to understand app use cases, both common and remarkable. We then reached out to 6 users of these apps for a deeper dive to understand their usage and behaviors. In our sessions, we observed our users behaviors while they used the app in order to identify the key interface elements and gestures that lead to seamless app experience. We also talked to users about the context in which they used these apps and how it may have changed the way they approached these tasks in the past (for example, note-taking or keeping up with the news). This contextual information helped us to best understand the app s key features and use cases for why users are picking up the tablet and diving in to the app. Based on our findings, we identified what makes these apps great, as well as what lessons you can take away to create a great app experience. 10

10 Lessons From The Game-Changing Tablet Apps To provide examples of great tablet apps and best practices, AnswerLab conducted a multi-phased study that included a survey of UX experts in the field, in-depth interviews with consumers, and social media mining. Through our research, we identified three apps that represent outstanding tablet app design, and highlight some of the specific UX elements that set them apart from the pack. And the winners are Flipboard Most engaging content consumption Flipboard is described simply on itunes as your personal magazine, and is an excellent example of personalization and optimization of content. The ease and efficiency of aggregating news feeds from a variety of sources and presenting them in a much more attractive and readable format is brilliant. This is one case in which utilizing an offline interface online really works. Participant Evernote Creating an app for your whole life Evernote puts your digital junk drawer in order. With Evernote, you can quickly and easily find that item you re looking for, no matter what device you re on. My whole life can be associated with it. Participant Houzz Integrating scrapbooking, social, and retail Houzz enables users to create virtual scrapbooks, tap into expert and crowd-sourced advice, and connect with retail outlets to purchase home goods. It s a great combination of pin board / mood board for your home and shopping tool. I can create a dream room and also buy some of the items easily via the apps connection to vendors. Participant 11

11 1 What You Can Learn From Flipboard Released in 2010, Flipboard is a free, fully-customizable magazineformat app on Android and ios used for aggregating digital content and social networks and publishing your own digital magazine. Flipboard What does this app do? Whether you want to keep up with what s happening in Washington or just keep up with the Kardashians, all you have to do is add a tile to your Flipboard home screen and you have instant access to the latest news that matters to you. You save your favorite stories, photos and videos online, then create your own magazine so you can consume what you want when you want and share it with your friends, too. Flipboard is a fully-customizable digital magazine that delivers all of your favorite social media and web content to you in one beautiful little package Social data-mining The app doesn t just provide you with personalized content the app transforms the content into a high-def, never-ending digital magazine that keeps you flipping for more. 12

12 What makes this tablet app innovative? UI brings the magazine to life while maintaining familiar magazine-like layout. Bold and intuitive interface: The app makes full use of the tablet s unique UI to create an experience that is inventive while simultaneously familiar. Users can swipe across the app screen, just as if they were flipping through a magazine. With the emphasis on content, the navigational elements are minimal, yet never hard to find. One of our participants, a self-described news junkie noted, I m not even that good on my ipad but it didn t take me more than five minutes to get comfortable with it. It s very easy. And while the app is also available on mobile devices, the bold and high-def presentation really shines in tablet form, bringing the digital magazine to life. Navigation elements are minimal, keeping the content frontand-center to the experience. Makes discovering digital content easier: Flipboard s data infrastructure is both massive and precise, allowing for good content to be discoverable and allowing users to define what good means to them. With the recently introduced Create Your Own Magazine feature, Flipboard users are now able to discover even more content as they are able to collect online content into their own custom collections and share them with other users. 13

13 Changes the way users consume content: With the wealth of online content available through the app, the app transcends the latest news. Before users start to consume content, they indicate the types they want to see as part of the setup process. Once they complete this, they land on their board of articles. The large images that represent each story draw users in to relevant, curated content that they care about. One participant noted that Flipboard intuitively leads her right to her interests: I never thought to look for Photography news before, but I have a tile for it here. This app isn t just where I get news. I can get inspiration from it too! As users continue to consume content, they can provide feedback through liking articles, which will continue to refine their curated stream of content, as well as keep track of their favorites. 14

14 2 What You Can Learn From Evernote Evernote is the app equivalent of a paper notebook one might have carried years ago to capture random thoughts, to-do lists, and the ephemera of everyday life. Unlike the paper notebooks of the past, Evernote brings a level of order and accessibility to eclectic collections of information by enabling syncing and search across devices, with the ultimate aim of keeping users organized, saving ideas, and improving on productivity. Evernote home screen What does this app do? Evernote is an organizational powerhouse with cross-platform reach, allowing you to create and retrieve your notes, ideas, sketches, photos, and more on any of your devices. The tablet app really stands out in its ability to uphold a consistent customer experience while taking advantage of the tablet s unique affordances. I ve been keeping favorite recipes in Evernote... View on ipad in kitchen and check iphone for ingredients at the grocery store. Social data mining, photographer & stay-at-home dad The ipad s large screen is perfect for propping up on the counter while cooking, but maybe not perfect for carting to the market. Evernote makes it possible to access the same information on whichever device is best suited to your needs. With all that information stored in one place, it is surprisingly easy to find what you need. The app facilitates both capturing and inputting new information by providing a variety of means 15

15 for sorting and retrieving the information. Notes are stored in notebooks, and can be given subject matter tags, as well as GPS enabled geo-tags. The tablet app also has handwriting recognition software allowing yet another way to input text! Evernote really is like a second brain, keeping everything you need accessible in any format on any device. What makes this tablet app innovative? Seamless design across platforms: While functionality varies across the desktop, mobile, and tablet experiences, there is a consistency in the visual design that provides a level of continuity not always achieved in other apps. Evernote also takes into consideration the visual affordances of each of your devices by offering an appropriate default view for tablet and smartphone: the tablet version takes advantage of the larger screen size with a tile view and the smartphone app features a more compact list view. Evernote s default view varies depending on device, taking into consideration the screen size affordances: the tablet version has a default tile view and the phone app a default list view 16

16 platforms: Portability meets searchability: The ability to access content across all devices is key to delivering on the promise of creating a platform for users to genuinely integrate their whole lives personal and professional into a single unified experience. Often, it can be difficult to retrieve information that was stored weeks, months or even years in the past: Where did I write down my mom s Thanksgiving stuffing recipe? Where did I leave those minutes from last quarter s design meeting? What was the name of the guy that Jim recommended to fix the roof? Evernote provides multiple approaches to search, so that if you only remember a keyword ( Thanksgiving ), a tag ( recipe ), or the geographic location you were in when you wrote the note ( Spirit Lake, Idaho ), chances are that you will find exactly what you need. Meaningful use of gestures: Gestures mimic familiar real-world activities. For example, pulling a tab to open and browse your notes is much like flipping through physical papers on your desk. A small pull down provides a preview while pulling up opens the tab. Both of these become intuitive very quickly. Within the tabs, the individual notes offer a clear preview of what content is inside them helping the user to quickly zero in and tap on what they are looking for. 17

17 3 What You Can Learn From Houzz Houzz is a stand-out inspiration and shopping app focused on interior decorating that enables users to create virtual scrapbooks full of design ideas, tap into expert and crowd-sourced advice, and connect with retail outlets to purchase home goods. Killer App review calls it Architectural Digest without the ads and subscription fee. Houzz App What does this app do? Whether building your dream home or just refreshing your bedroom décor, Houzz can provide you with all the inspiration, help, and products you need. Houzz goes beyond typical image inspiration sites by providing its users with high-resolution images that look straight out of a design catalog (with appealing calls to action to purchase the products you like) and areas to interact with and even hire experts to make your design dreams come true. It is kind of my little corner to do things and explore. I don t play video games, I like this. This is my Farmville, my candy crush. It relaxes me. Participant You can also use the app to organize your design plans. Just about anything you find in the app that strikes your fancy can be added to your Ideabook. The app also encourages comments, so you can get feedback from the design community about whether that rug really ties the room together or not. 18

18 The app is thoroughly engaging, prompting users to travel between practical projects and fantasy feats. Houzz engages its users through its seemingly endless carousels of high-quality images, which seem to always prod for just one more swipe. Navigation tucked away on the left so the spotlight stays on the images and content important to you. Maximizing real estate for visual impact: Houzz truly maximizes real estate by tucking away navigational elements to the left so that the focus remains on the high-quality interactive images. The photos and galleries really foster a sense of tappiness as you glide through them. The consistently high quality of the photography and large image size is a big part of what makes the app stimulating and inviting, and would be hard to achieve on a much smaller smartphone app. Tapping into the wisdom of the crowd: Houzz provides a great example of effective crowdsourcing, creating a user forum, expert reviews, and curated photo galleries. All of these crowd-sourced ideas can be easily added to an ideabook (similar to a Pinterest board) that encourages sharing with other Houzz users, but also lends itself well to show and tell with partners, friends, and spouses who may share the device itself. Seemingly endless galleries of highquality images can lead to endless design inspiration for your home Integration between the app and the physical environment: Real-world context is critical to making design choices, and Houzz supports this by integrating the tablet camera so users can upload photos of their spaces and enabling community members 19

19 and experts to offer suggestions tailored to the actual space (rather than just offering generic tips on a hypothetical bathroom, for example). Portability also enables the user to more effectively visualize suggestions from the community, such as previewing kitchen ideas in their actual kitchen. See something you like? Buy it. One of the most convenient features is the ease with which one can move from design fantasyland into purchase mode through the direct integration with retail providers. Love that lamp in the photo of that enviable living room? A shopping cart is a click away. What this functionality really represents aside from the ease of simply acquiring more stuff is an overall shift to an online environment with fewer barriers between sites. That is to say that design is making an even greater leap into user-centered design by creating experiences that bridge the traditional boundaries of sites to seamlessly support holistic end-to-end tasks. The animated green tags catch users attention click one to find details and purchase products in the photo! 20

20 Honorable Mentions One of the most interesting findings to come out of our survey research is that some apps cited as great tablet apps by our panel of UX experts still seemed somewhat limited upon closer evaluation. This suggests to us that plenty of very popular apps may be on top simply because no one else has done it better yet. The survey did reveal a few tablet apps that warrant an honorable mention for innovation in UX. Here we share why these earned that distinction and how they can improve. Sephora What it is: French cosmetic brand that has physical and online stores. What makes it honorable: Sephora does a great job utilizing the tablet device with large, high-quality images that fill the screen and swipe-able, browse-friendly content. Most of their content includes do-it-yourself written and video instructions, that invites the user into their own private make-up session with a specialist and in some cases provides them with product they can buy to complete the look. The Virtual Mirror section pulls out all stops as it not only provides the DIY content and videos, it also uses the invert view of the tablet s camera as a mirror, so that users can try applying these new techniques as they watch the video. The tablet app features not only add value to their brand by establishing Sephora as a trend leader in the cosmetics space, but also by educating users on tools and techniques to get the look they want, using Sephora products. 21

21 Make it even better: Picture it. You have a hot date coming up and you want to impress with your baby doll, doe eye, and cat eye look. You tap the Virtual Mirror and watch the video, but you don t have the Guerlain mascara. You need it in order to complete the look, but you can t buy it without backing out of the video and Virtual Mirror section and then tapping the Shop button. Now you have to remember what that brand of mascara was and how to spell it the app makes it difficult to shop products from some sections, such as the Virtual Mirror and Beauty Studio, but easy from others, such as the Nail Studio and The Sephora Glossary. Sephora is almost there, but since shopping is core to their business there should be greater integration between the purchase flow and these great tools in future versions. Sephora virtual mirror tool COZI What it is: Multi-device family organization tool that provides users with the ability to collaborate, communicate, and create lists and calendars with other family members. What makes it honorable: For the busy, constantly on-the-go family, this tool helps them stay organized and reminds them of all the logistics that can easily be forgotten, like picking up Sarah from soccer practice or dropping by Safeway for flour and milk so that you can make cupcakes for the family get-together this weekend. Cozi is accessible wherever you are and provides a seamless experience across desktop, tablet and smartphone and with multiple contributors, i.e., your family members. Schedule view in the Cozi App 22

22 Make it even better: The tablet app is essentially a larger version of the smartphone app a missed opportunity for optimizing the tablet experience based on user context. It makes sense to have the calendar and lists as the primary features on the smartphone, because most users are on-the-go accessing bite size information, such as the ingredients needed for the cupcakes. This also makes sense on the tablet app, because users are likely using their tablet when they are sitting on the couch, half-watching the news while at the same time reviewing tomorrow s schedule. After users are done with the tools, Cozi could take advantage of user downtime to surface relevant Cozi Tips and Articles currently only found on the desktop version. Additionally, the interface for the tools does not take advantage of the real estate that a tablet screen provides or the space to make tapping, typing and swiping easy. For example, Cozi could take advantage of tablet real estate by defaulting to a calendar view rather than a visually limited schedule view. 23

23 Best Practices For Tablet App UX Based on AnswerLab s multi-phased study that included a survey of UX experts, social data mining, and in-depth interviews with consumers, we recommend these best practices for designing great tablet app experiences. 1 Design with context in mind As prices for tablets drop and sales continue to soar, you don t want to get this experience wrong. Before you start developing your tablet app, it is imperative that you understand when and why your customers are using their tablet, as opposed to another device, such as their smartphone or desktop computer. For example, in our survey we found that users often pick up their tablets when doing a task requiring optimal portability and screen size. While app functionality and use cases may vary across the desktop, mobile, and tablet experiences, those that leverage the unique qualities of each platform while maintaining consistency in visual and interaction design are the most successful at creating a seamless experience for the user. It has made my life more compact. I can grab my ipad and go to meetings instead of bringing my laptop, mouse, pencil and paper for those quick sketches, etc. Everything is turned down a notch in terms of functionality to make experiences smoother, simpler and faster. UX Professional 24

24 2 Fill a need Like with any product you build, you need to make sure you are solving a problem or filling a need. This is extremely important when figuring out what your tablet app should be. After you understand why and when your customers are accessing their tablets, it s important to understand the types of activities they are doing on their tablets, especially how that relates to your product s purpose. Look for pain points, gaps, and workarounds. These are all clues to help you optimize the tablet experience for your customer. Some great examples of apps that really fill user needs are those used to support hobbies. The tablet s portability and large touch screen lends itself well to hobbies that may otherwise require heavy or expensive equipment or lengthy set-up, such as painting. I love to paint. I don t have enough time to paint. The Paper app simplifies that hobby and allows me to strengthen that interest in my own convenience. UX Professional 3 Design for core tasks Once you find out why people would use your app, make sure that you create an experience that provides cues for how and where to initiate key tasks. Orient users by highlighting the callsto-action on the home screen, like the ebay app demonstrates (pictured). Eliminate or reduce the prominence of any secondary tasks. Once a user starts their key task, make sure the flow matches their mental model and that they know where they are in the process. ebay s tablet app illustrates the core tasks for browsing and shopping, as well as the gestures for navigating these features 25

25 4 Make search obvious and easy Similar to smartphone apps, users expect to be able to search the tablet app and find the search box at the top of the screen. Visual cues such as a magnifying glass or box that has the word search in it help users identify the search feature. They will also know to tap it when they want to use search, and a relevant key pad should automatically appear. The YouTube App prominently features search at the top of the screen, accompanied by the magnifying glass icon 5 Focus on the browse experience The large screen and light weight of tablets lend themselves to browsing. After all, they are about the same size and not much heavier than a magazine. Early research has also concluded that many times tablet users are on their device to do leisurely activities that encourage browsing, such as reading, catching up on social media, or shopping. One of our top tablet apps, Houzz, truly maximizes real estate and encourages browsing by tucking away navigational elements to the left so that the focus remains on the interactive images. The consistently high quality of the photography and large image size the app delivers is a crucial part of what makes it stimulating and inviting, and would be hard to achieve on a much smaller smartphone. Encourage great browseability on your app by following these tips: Gilt features a browsable gallery of large, high-quality images to engage their users 26

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