As a product person, how do you ensure the right user experience in a mobile app?

1. Giving a Great User Experience in a
Mobile App
Matt Anderson, @MattAndersonUT
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3. Giving a Great User Experience in a
Mobile App
• As a product person, how do you ensure the
right user experience in a mobile app?
#pcatx16

4. Giving a Great User Experience in a
Mobile App
• What we’ll cover:
– Mobile app on-boarding
– Notifications: what’s helpful and what’s annoying
– User activity and retention over the product life
cycle
#pcatx16

5. Giving a Great User Experience in a
Mobile App
• What we’ll cover:
– Mobile app on-boarding
– Notifications: what’s helpful and what’s annoying
– User activity and retention over the product life
cycle
– Plus, a special ProductCamp experiment: audience
demos of good/bad mobile app UX
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6. Mobile app on-boarding
• When is the right time to ask for the user’s
information?
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7. Mobile app on-boarding
• Demo
– Invoice2go
– TwoDots
– Hotel Tonight
– FanDuel
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8. Mobile app on-boarding
• Key concepts:
– Conversational tone
– Asking for the user’s information at the right time
– Showing advancement in the process
– Allowing the user to skip
– Use of images instead of text
– Making the user feel good about the process
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9. Notifications: what’s helpful and
what’s annoying
• How does the user feel about an app’s
notifications, alerts, etc.?
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12. Notifications: what’s helpful and
what’s annoying
• The wording of notifications is vital
– Personalized
– Conversational
– Specific
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13. Notifications: what’s helpful and
what’s annoying
• For those who want the notifications, what’s
the right amount to send?
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16. Notifications: what’s helpful and
what’s annoying
• If you had 8 million Instagram followers, what
would your notifications look like?
– http://techcrunch.com/2016/01/11/holy-hell
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17. Notifications: what’s helpful and
what’s annoying
• Demo
– Rue La La (iOS notifications)
– HealthTap (in-app)
– StreetEasy Mobile (iOS notifications)
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18. Notifications: what’s helpful and
what’s annoying
• Key concepts:
– If the on-boarding experience was unpleasant,
users are more likely to be turned off by
notifications
– On-boarding should explain the notifications so
the user thinks of them as integral
– It’s important to segment users so they get the
most appropriate notifications
– The notifications should be specific and
conversational
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19. User activity and retention over the
product life cycle
• Notifications are a necessary evil for keeping
up use and retention of mobile apps
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23. User activity and retention over the
product life cycle
• Discussion question 1
– What are the apps that you’ve had for a while
doing to keep users engaged?
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24. User activity and retention over the
product life cycle
• Discussion question 2
– What are users’ preferred ways for an app to tell a
user about a new feature?
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25. User activity and retention over the
product life cycle
• Discussion question 3
– How should an app handle a user who’s forgotten
a password, allowed a credit card to expire, or had
an email address bounce the app’s emails?
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26. Giving a Great User Experience in a
Mobile App
• Wrapping up:
– Mobile app on-boarding
– Notifications: what’s helpful and what’s annoying
– User activity and retention over the product life
cycle
#pcatx16

27. Giving a Great User Experience in a
Mobile App
• Do you know of a mobile app with an
exceptionally good or bad user experience?
• Now’s your chance to demo it
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