Common Mobile Design FAILS (And How To Fix Them)

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Mobile engagement is notoriously tough. 22% of mobile apps are opened just once and never used again while nearly 70% of users typically churn off an app within the first month. With all the money and effort being poured into mobile, why is engagement so difficult? Learn to recognize and avoid many of the common mistakes that app developers and entrepreneurs make that turn off users, ranging from poorly thought-out product and business decisions to confusing UI patterns. Analyze both market research as well as user behavior to build a methodical, data-driven approach to better mobile app design.

Diseño

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
of downloaded apps are
opened just one time
of an app’s users are
lost after one month
22%
62%
Sources: http://www.localytics.com/blog
http://blog.ﬂurry.com/

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
Mariya Yao (@thinkmariya)
Founder & Creative Director, Xanadu
Simple & Lovable Products for Mobile & Web
Common Mobile Design Fails (And How To Fix Them!)

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
Awareness
App Store Search
Download
Open
Registration
Key Action
Retention
Major dropoff
Major dropoff

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
Awareness
App Store Search
Download
Open
Registration
Key Action
Retention
Strategic FAIL
Tactical FAIL

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
Awareness
App Store Search
Download
Open
Registration
Key Action
Retention
Built the
wrong product
Built the
product wrong

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
STRATEGIC FAILS
How to Build the Wrong Product
Miss the forest for the trees
Solve a nuisance instead of a problem
Miscalculate your addressable market
Make a product no one LOVES
Require users to adopt new behaviors

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
Source: http://www.visionmobile.com/blog/2013/01/report-developer-economics-2013-key-insights/
Which mobile strategies make money?

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
CREATING REPLACINGvs.

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
Check In Explore
2009 2012

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
Source: Mobile Access 2010 http://www.pewinternet.org
of people use
their phones to
take photos
May 2010 Pre-Instagram
76%

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
10x BETTER
Awesome Photos Instant Sharing Love and Adoration
vs

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
PROBLEM or NUISANCE?
Are you solving a

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
Recognize and acknowledge
Passively or actively search
for solutions
Will pay for incremental
improvements
Will put in the effort to make
a change
Problem
VS
Nuisance
Accept or tolerate
Not consciously looking for
improvement
Not willing to spend money
Not willing to break habits
Can be 10% better Must be 10x better

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
Are enough people
interested in your product?

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
Are you loved or just liked?

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
Would you recommend us
to your friends?
How would you feel if you
couldn’t use our product?

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
Sources: http://www.startup-marketing.com/using-survey-io/
How would you feel if you
couldn’t use our product?
1. Very disappointed
2. Somewhat disappointed
3. Not disappointed
4. I no longer use it

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
How would you feel if you
couldn’t use our product?
1. Very disappointed
2. Somewhat disappointed
3. Not disappointed
4. I no longer use it
Sources: http://www.startup-marketing.com/using-survey-io/

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
Very Disappointed
40%
Sources: http://www.startup-marketing.com/using-survey-io/

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
TACTICAL FAILS
How to Build the Product Wrong
Take before you give

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
TACTICAL FAILS
How to Build the Product Wrong
Take before you give
Make people do extra work

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
Uber Sidecarvs.

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
Every extra field on mobile
is a possibility for error
Asks for name and
password twice
Error leads to frustration
which leads to dropoff

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
$12 MILLION
Source: http://www.geekosystem.com/expedia-12-million-ﬁeld-delete/
a year due to an extra form field
Expedia lost

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
13 screens to teach you
how to use a calendar
...really?

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
Fantastical uses a 3-page interactive tutorial

05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013
What are your favorite mobile design FAILS?
mariya@xanadumobile.com
@thinkmariya

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1. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 of downloaded apps are opened just one time of an app’s users are lost after one month 22% 62% Sources: http://www.localytics.com/blog http://blog.ﬂurry.com/

2. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Mariya Yao (@thinkmariya) Founder & Creative Director, Xanadu Simple & Lovable Products for Mobile & Web Common Mobile Design Fails (And How To Fix Them!)

3. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Awareness App Store Search Download Open Registration Key Action Retention Major dropoff Major dropoff

4. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Awareness App Store Search Download Open Registration Key Action Retention Strategic FAIL Tactical FAIL

5. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Awareness App Store Search Download Open Registration Key Action Retention Built the wrong product Built the product wrong

6. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 STRATEGIC FAILS How to Build the Wrong Product Miss the forest for the trees Solve a nuisance instead of a problem Miscalculate your addressable market Make a product no one LOVES Require users to adopt new behaviors

7. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Source: http://www.visionmobile.com/blog/2013/01/report-developer-economics-2013-key-insights/ Which mobile strategies make money?

8. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 CREATING REPLACINGvs.

9. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Check In Explore 2009 2012

10. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Source: Mobile Access 2010 http://www.pewinternet.org of people use their phones to take photos May 2010 Pre-Instagram 76%

11. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 10x BETTER Awesome Photos Instant Sharing Love and Adoration vs

12. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 PROBLEM or NUISANCE? Are you solving a

13. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Recognize and acknowledge Passively or actively search for solutions Will pay for incremental improvements Will put in the effort to make a change Problem VS Nuisance Accept or tolerate Not consciously looking for improvement Not willing to spend money Not willing to break habits Can be 10% better Must be 10x better

14. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Are enough people interested in your product?

15. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Are you loved or just liked?

16. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Would you recommend us to your friends? How would you feel if you couldn’t use our product?

17. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Sources: http://www.startup-marketing.com/using-survey-io/ How would you feel if you couldn’t use our product? 1. Very disappointed 2. Somewhat disappointed 3. Not disappointed 4. I no longer use it

18. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 How would you feel if you couldn’t use our product? 1. Very disappointed 2. Somewhat disappointed 3. Not disappointed 4. I no longer use it Sources: http://www.startup-marketing.com/using-survey-io/

19. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 How would you feel if you couldn’t use our product? 1. Very disappointed 2. Somewhat disappointed 3. Not disappointed 4. I no longer use it Sources: http://www.startup-marketing.com/using-survey-io/

20. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 How would you feel if you couldn’t use our product? 1. Very disappointed 2. Somewhat disappointed 3. Not disappointed 4. I no longer use it Sources: http://www.startup-marketing.com/using-survey-io/

21. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Very Disappointed 40% Sources: http://www.startup-marketing.com/using-survey-io/

22. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 STRATEGIC FAILS How to Build the Wrong Product Miss the forest for the trees Solve a nuisance instead of a problem Miscalculate your addressable market Make a product no one LOVES Create instead of replace behaviors

23. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Awareness App Store Search Download Open Registration Key Action Retention Major dropoff

24. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 TACTICAL FAILS How to Build the Product Wrong Take before you give

25. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013

26. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013

27. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013

28. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013

29. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013

30. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013

31. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013

32. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013

33. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 TACTICAL FAILS How to Build the Product Wrong Take before you give Make people do extra work

34. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Uber Sidecarvs.

35. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013

36. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013

37. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013

38. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Every extra field on mobile is a possibility for error Asks for name and password twice Error leads to frustration which leads to dropoff

39. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 $12 MILLION Source: http://www.geekosystem.com/expedia-12-million-ﬁeld-delete/ a year due to an extra form field Expedia lost

40. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 TACTICAL FAILS How to Build the Product Wrong Take before you give Make people do extra work Tell instead of show

41. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013

42. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 13 screens to teach you how to use a calendar ...really?

43. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Fantastical uses a 3-page interactive tutorial

44. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013

45. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013

46. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 TACTICAL FAILS How to Build the Product Wrong Take before you give Make people do extra work Tell instead of show

47. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Awareness App Store Search Download Open Registration Key Action Retention Strategic FAIL Tactical FAIL

48. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 Awareness App Store Search Download Open Registration Key Action Retention Built the right product Built the product right

49. 05/2013 MARIYA YAO COMMON MOBILE DESIGN FAILS MODEVUX 2013 What are your favorite mobile design FAILS? mariya@xanadumobile.com @thinkmariya

Common Mobile Design FAILS (And How To Fix Them)

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