So you have a great idea for an app or site but you want to make sure it resonates with users and makes them want to come back again and again? This session is a brief introduction to ways to make your tablet app or site more engaging for users while staying true to the main goal or purpose of your product. We will explore various approaches including storytelling, gamification, augmented reality, and user-generated content that will help get your audience hooked and strengthen your product’s value proposition. Showcased here is a collection of remarkable implementations of the approaches discussed.
3. 2
seconds
ALMOST 70% OF TABLET USERS
EXPECT A WEBSITE TO LOAD IN
2 SECONDS OR LESS
Engaging the Tablet User: What They Expect From Web Sites
4. FAST IS BETTER THAN SLOW
―This link between increased usage and a
faster user experience… reinforces something
we at Google have known for a long time:
FAST IS BETTER THAN SLOW. ‖
—Robert Hamilton, Product Manager
Google Mobile Team
Engaging the Tablet User: What They Expect From Web Sites
5. 46%
of users
NEARLY HALF OF TABLET USERS
WILL RETRY A WEB SITE ONLY ONCE
OR TWICE IF IT DID NOT WORK
INITIALLY
Engaging the Tablet User: What They Expect From Web Sites
6. $8
billion
EBAY EXPECTS $8 BILLION
IN MOBILE SALES IN 2012
tablet-
optimized
Engaging the Tablet User: What They Expect From Web Sites
7. OPTIMAL USER EXPERIENCE
FUNCTION BEAUTY
OPTIMAL
PERFORMANCE EMOTION
USER
EXPERIENCE
EASE-OF-USE MEANING
tangible intangible
Formula by Cindy Chastain
8. DONALD NORMAN’S 3 LEVELS OF PROCESSING
VISCERAL BEHAVIORAL REFLECTIVE
pre-consciousness use of product full impact of
attractiveness function thought & emotion
first impression performance message
usability culture
meaning of product
or its use
9. ENGAGE YOUR USERS
Keep users coming back for fresh content they seek
Tell a story or create a narrative through user
experience design
―Tap‖ into mobile/tablet-specific interaction or
technology
Use play or gamification techniques to encourage
users to engage, learn, or perform a function
10. News
Keep them Expertise or opinion in subject
coming back
matter or industry
Keep users coming
back for fresh One new thing a day
content they seek
Become part of their
daily routine
13. STORYTELLING & EXPERIENCE DESIGN
―Brand message is no longer the thing that
sells. Experience sells. If the intangible
pleasure, emotion or meaning we seek can be
made tangible through the use of story and
narrative techniques, WE WILL BUILD
MORE COMPELLING PRODUCT
EXPERIENCES. ‖
—Cindy Chastain, Creative Director, Experience Design at R/GA
14. Tell a story to engage emotions &
Everyone loves imagination of users or align with
a good story a shared value
Tell a story or create
a narrative through
user experience
design
16. Tell a story to engage emotions &
Everyone loves imagination of users or align with
a good story a shared value
Tell a story or create
a narrative through
Approach user experience design
user experience as a narrative
design
19. Tell a story to engage emotions &
Everyone loves imagination of users or align with
a good story a shared value
Tell a story or create
a narrative through
Approach user experience design
user experience as a narrative
design
Evolve the story to involve users
and how they interact with the
product
21. DON’T SHOEHORN AN IDEA INTO MOBILE
―We’re moving from this can
be done with mobile to…
THIS CAN’T BE DONE
WITHOUTMOBILE.‖
—Per Holmkvist, Founder, Board Director, Mobiento
Cannes Lions 2012
22. Use gestures
This can’t be
done without
mobile
“Tap” into
mobile/tablet-
specific interaction
or technology
26. Use gestures
This can’t be Customize the user experience
done without
using known data from your
mobile
customer base
“Tap” into
mobile/tablet-
specific interaction
or technology
30. Use gestures
This can’t be Customize the user experience
done without
using known data from your
mobile
customer base
“Tap” into Engage using augmented reality
mobile/tablet-
specific interaction
or technology
33. I’M A GREAT APP IF PEOPLE WOULD
JUST GET TO KNOW ME
―Usability clears the way for a good experience by
eliminating troublesome interface
distractions, but a great experience stems from
something more – an awareness of why people
could or do care. THE DANGER IS IN
CONFUSING ‘EASE OF USE’
WITH ACTUALLY DESIRING
TO USE SOMETHING. ‖
— Stephen Anderson, Seductive Interaction Design
34. Game mechanics (points, levels,
People love scoreboards, achievements,
to play badges, assignments)
Use gamification
techniques to
Psychology (appropriate
encourage users to challenges, variable rewards,
engage, learn, or
perform a function
pattern recognition, curiosity,
reputation & identity, social
proof, surprise, status, feedback
loops)
Stephen Anderson – Seductive Interaction Design
36. RECAP
Keep users coming back for fresh content they seek
Tell a story or create a narrative through user
experience design
―Tap‖ into mobile/tablet-specific interaction or
technology
Use gamification techniques to encourage users to
engage, learn, or perform a function
37. FURTHER STUDY
Donald Norman – Designing For People (jnd.org)
Cindy Chastain – Experience Themes: An Element of Story
Applied to Design
Stephen Anderson – Seductive Interaction Design
