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Giving a great user experience in a mobile app

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

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Giving a great user experience in a mobile app

  1. 1. Giving a Great User Experience in a Mobile App Matt Anderson, @MattAndersonUT #pcatx16
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  3. 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. 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. 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 #pcatx16
  6. 6. Mobile app on-boarding • When is the right time to ask for the user’s information? #pcatx16
  7. 7. Mobile app on-boarding • Demo – Invoice2go – TwoDots – Hotel Tonight – FanDuel #pcatx16
  8. 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 #pcatx16
  9. 9. Notifications: what’s helpful and what’s annoying • How does the user feel about an app’s notifications, alerts, etc.? #pcatx16
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  12. 12. Notifications: what’s helpful and what’s annoying • The wording of notifications is vital – Personalized – Conversational – Specific #pcatx16
  13. 13. Notifications: what’s helpful and what’s annoying • For those who want the notifications, what’s the right amount to send? #pcatx16
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  16. 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 #pcatx16
  17. 17. Notifications: what’s helpful and what’s annoying • Demo – Rue La La (iOS notifications) – HealthTap (in-app) – StreetEasy Mobile (iOS notifications) #pcatx16
  18. 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 #pcatx16
  19. 19. User activity and retention over the product life cycle • Notifications are a necessary evil for keeping up use and retention of mobile apps #pcatx16
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  23. 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? #pcatx16
  24. 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? #pcatx16
  25. 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? #pcatx16
  26. 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. 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 #pcatx16

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