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Mobile App UX Principles – chp.4 Return 中文化

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原文出處:
Mobile App UX Principles: Improving User Experience and Optimising Conversion

4・Return

 

The focus at this stage is to be useful, to engage and delight, in order to retain customers or encourage member loyalty. Because, mobile apps are the most appropriate touchpoint for: repeat interactions and frequent transactions; customers and members already loyal to a brand; mobile first use cases (that couldn’t exist without unique Smartphone capabilities); services leveraging rich and contextual data; etc. Crucially, it costs less to retain a customer than acquire a new one.

本階段的重點在於有用、吸引及取悅,目的是留住消費者,或增進會員的忠誠度。理由是手機APP在下列情況會是最理想的媒介:重複性的操作互動與頻繁的線上交易;客戶與會員已經忠於一個品牌;首次使用手機的情況(當然裝置必需要有智慧型手機的特性);服務需要借重豐富、有脈絡的內容。最重要的是,留住一位客戶比得到一位新客戶的成本更低。

 

App Retention Continues to Improve: During the last four years, the percentage of apps used 11 or more times increased 13%, climbing to 39% in 2014. These improvements can be attributed to an increased understanding of and focus on user engagement that has enabled developers to create more useful and personalized apps.
– Localytics 2014

APP的留存率持續提高:過去四年,以使用率來看,被開啟次數達11次以上的APP數量,成長了13%,在2014年提升到39%。這些成長要歸功於用戶漸入佳境的認知度與參與度,實質鼓舞了開發者,創造出更實用、更個性化的APP。

 

Your Account

Apps are the ideal touchpoint for customers and members to self serve, and manage their accounts and transactions with you, anytime and anywhere. Give customers control and the level of convenience that only apps afford.

APP是為客戶和會員提供自助服務的理想媒介,並能隨時隨地管理帳號與交易。唯有APP,足以給予客戶這般程度的掌控權與便利性。

 

44% customers download apps to keep track of order status. 38% customers download apps to review and manage a loyalty account.
– 
Responsys, April 2014

44%的顧客會為了追蹤訂單狀態而下載APP。38%的顧客則是為了檢視與管理他們想花心思經營的帳號而下載APP。

 

User can manage booking (and self-serve)
Users should be able to manage their booking in-app, and change any dimension of it (e.g. dates, extras, etc.), and see the results confirmed to them for reassurance. Avoid directing customers to the contact centre for this type of interaction, because it frustrates customers and puts call volume and cost on to the business. (See image 29)

使用者可以管理訂單(而且靠自己搞定)
使用者可以在APP內管理訂單,變更訂單內的細項(例如日期、等等),修改後還能收到確認通知。像這類型的操作互動,不適合直接把客戶引導至客服中心,這樣做只會打擊客戶信心,同時加重公司客服的通話量與營運成本(見
圖29)。

 

p29
圖29 來源:Mobile App UX Principles

 

User can cancel booking (and self-serve)
Users should be able to cancel their booking in-app, instead of searching through the app to find out what the process is to do so, or be requested to call or write to the business to do so. Cancelling should be as convenient as managing their booking. Avoid directing customers to the contact centre for this type of interaction (or, even worse, requesting they write to you!), because it frustrates customers and puts call volume and cost on to the business.

使用者可以取消訂單(而且是自己搞定)
使用者可以在APP內取消訂單,而不用翻遍整個APP找出該怎麼做,或得打客服電話、寄email才能取消。取消訂單應該像管理訂單內容一樣簡便,不該直接把客戶引導至客服中心(更糟糕的做法是要求使用者寄email),這樣做只會打擊客戶信心,同時加重公司客服的通話量與營運成本。

 

Passes and Redemption

Enable customers to conveniently receive and redeem passes or vouchers in-app, view their loyalty status, or receive timely updates when things change – and remove the need for them to print and carry physical collateral.

為客戶設置在APP內即可方便取得與使用通行證或憑證、查看會員狀態、或收到最即時的更新訊息,並免除列印與攜帶實體證明的必要性。

 

“50% customer download apps to access special or exclusive offers”
– Responsys, April 2014

有一半的客戶會為了取得特別優惠而下載APP。

 

At roughly 10%, the redemption rate of mobile coupons crushes that of print coupons, which hovers around 1%.
– Business Insider 2013

手機優惠券的使用率約10%,大勝只有1%左右的列印版優惠券。

 

If you issue event or booking passes and / or coupons enable users to retrieve them from Passbook or Google Now for redemption offline (and eliminate physical passes and print-outs)
Users should be able to retrieve and view their booking pass in-app – instead of physical print- outs – and scan them for entry to events or facilities such as airport security, or to show at hotel check- in. Users should also be able to redeem coupons or vouchers for goods or events using Passbook and conveniently view and manage their passes in-app.

  • In Android, Google Now presents users with ‘cards’ with the right info at the right time – be it an event, flight, hotel or restaurant reservation – received in Gmail. You simply mark-up email notifications to users. See which schemas are supported: Google Now
  • In iOS, passes can be added Passbook, to be viewed / displayed at any time, and which you can also update at any time – crucial for time-sensitive bookings and events that may experience delays or cancellations.

假使有發行活動或預訂之類的票券、優惠券,要讓用戶可以開啟手機內建的Passbook(已更名為Wallet)或Google Now APP,離線取得票券(免除一定要實體與列印票券的麻煩)
用戶應當能在APP內檢索與查看他們的預訂票券,不用非得印出來帶到現場才能掃描進入會場或設施,像是機場安檢、登記入住飯店。開啟Passbook就能使用優惠券或憑證兌換商品或參與活動,而且在APP內可以很方便地檢視與管理電子票券。

  • 在Android系統,Google Now則致力於在對的時間餵給用戶對的”卡片”資訊,也許是活動、航班、飯店或餐廳訂位,再寄送提醒到該用戶的gmail信箱,您只需預先為用戶標註郵件提醒即可。開發者可以到Google Developers官網研究Google Now支援哪些模式
  • 在iOS系統,電子票券可以載入Passbook APP,方便隨時查看 / 顯示,也能隨時更新,最主要應用於可能會受到延誤或取消影響,又具有時效性的預訂與活動。

 

If you have a loyalty scheme, enable iOS users to view their status and redeem rewards offline using their Passbook app (instead of needing to login via the web)
Irrespective of whether or not your own app contains your loyalty scheme, iOS users could view their loyalty pass and status directly in their Passbook app (alongside all of their other passes), and enable convenient viewing of their status, and redemption of rewards, etc. Passbook also enables you to update loyalty information at any time, which is important for time-sensitive status and rewards.

若要推行一個粉絲活動,讓iOS的用戶可以開啟內建的Passbook APP查看自己的會員狀態,以及離線兌換獎勵(不需再上網登入)
無論主辦方的官方APP是否已包含粉絲活動,iOS的用戶都可以開啟手機內建的Passbook APP,查看參與活動的進展與所有電子票券,方便檢視會員資料,以及兌換獎勵等等。Passbook還可以讓主辦方在任何時間更新活動,這對具有時效性的資訊與贈獎活動來說特別重要。

 

Content & Design

Enhance user experience with appropriate content, tone of voice, visual design, the subtle use of motion, or ways to discover – and avoid dead-ends.

藉由適當的內容、描述的語氣、視覺設計、精緻的動畫、探索的方式、以及避免讓使用者走進死路,可以加強使用者體驗。

 

“% of app users say attributes that are associated with their frequently used apps: Always has new content (45%); Appealing app design and aesthetic (57%).”
– U.S. Consumer Mobile Apps Study, 2014, Google/Ipsos MediaCT

用戶經常開啟的APP都有以下特點:持續更新內容(45%),吸引人的視覺設計與美感(57%)

 

Content is used instead of a traditional home screen to engage users immediately
Some apps have decided to substitute a traditional home screen with a screen of content that engages the user immediately, gets them interacting and sampling immediately, and experiencing its inherent value immediately. (See image 30)

使用能立即吸引用戶注意的內容,取代傳統的主畫面
有些APP已經捨棄傳統的主畫面形式,改採用能立即吸引注意的內容 ,以喚起用戶與之互動、嚐鮮,並立即體驗它的價值(如圖30)

 

p30
圖30 來源:Mobile App UX Principles

 

User can discover new content or products via an Infinite stream (scrolling with no dead-ends)
Engaging apps with large volumes of content or messages (e.g. media or social media) could provide a content stream that can be scrolled infinitely, to engage the user as they desire, with no dead-ends or interruptive ‘next screen’ actions.

採用連續載入的方式讓用戶持續發現新內容或商品(畫面可以無限捲動)
擁有巨量內容或訊息的沈浸式APP(例如媒體或社交媒體),能夠提供無限捲動的內容流吸引用戶的注意,不會出現捲到盡頭的死路或干擾用戶的下一頁按鈕。

 

Return user can quickly view recent / historic content, searches, or transactions
Let return users to quickly view their content or transaction history, e.g. recent content, or last-10 items, or transactions in last month, etc. Apps can store this data, so expose it for the users convenience (and not expect them to search for it). (See image 31)

回流客能快速瀏覽近期 / 歷史紀錄、搜尋或交易內容
務使用戶能快速檢視他們的歷史資料或交易紀錄,例如近期內容、最後10筆資料或最近一個月的交易紀錄等等。盡可能地運用APP能夠儲存的這類資訊,方便用戶操作,不要期望他們會費心找尋這些內容(如圖31)。

 

p31
圖31 來源:Mobile App UX Principles

 

Return user can set alerts for items or searches (e.g. triggered when its availability or price status changes)
Let return users to set alerts to keep them informed of a change in status – e.g. in availability or price – in items they’ve searched for or viewed. This is convenient for users and negates the need for them to keep returning to search for or view the same things.

回流客可以設定特定商品或搜尋項目的主動通知(例如有庫存或價格異動時)
允許回流客設定提醒,只要是曾經搜尋過或者瀏覽過的商品,一旦狀態有變動,像是庫存或價格,則立即發送通知,以確保用戶掌握最新狀況。這對用戶來說很方便,不用為了追蹤商品狀態而花時間反覆檢索。

 

Return user can 1-click repeat a historic transaction (for ultimate convenience)
Enable return users to 1-click repeat a previous transaction, for the ultimate in buying and booking convenience. The app could pre-populate all data – except CVV number – and if it’s a booking, new dates could be suggested. 1-click experiences are rarely 1-click in reality, but a single screen checkout for a repeat transaction or one with very few additional data fields required, can be perceived as a 1-click process. Also, 1-Click was patented by Amazon a number of years ago, and so while you can’t use the same exact process in your product, your ambition should be to create the most seamless / frictionless process, and reduce user effort.

回流客可以一鍵完成歷史交易紀錄(為了實現終極的便利性)
專為回流客設置一鍵完成前次交易的功能,這是終極便利的購物 / 預訂流程。除了信用卡安全碼,APP可以幫用戶預填其他欄位;若是預訂類型的表單(如訂位、訂房等),則幫用戶預填建議日期。所謂的一鍵完成,並非嚴格到只能按一次,真實世界很少這種案例,只要能一頁顯示完重複使用的訂單內容,或僅有非常少量的額外必填欄位,便符合一鍵完成的精神。一鍵完成在幾年前已經被Amazon註冊為專利,因此開發者不能再採用相同的流程,但仍然可以朝這個大方向前進,致力於開發出最流暢、無阻礙的購物流程,以減輕用戶的操作負擔。

 

Tone of voice sometimes surprises and delights the user
Communicate with users in the way that they expect to reinforce your brand personality, but try to take advantage of your tone of voice to surprise or delight users, by being informal or humorous, especially in situations where users are expecting formal instructions. (See image 32)

描述的語氣有時能製造驚喜、討好用戶
採取用戶期望的溝通方式,強化品牌的個性。但有時也能跳脫常規,在平常會有正經八百說明文的地方,加入非正式或幽默的陳述,以塑造驚喜並取悅用戶(如圖32)。

 

p32
圖32 來源:Mobile App UX Principles

 

“Your products run for election every day and good design is critical to winning the campaign.”
– Procter & Gamble CEO A.G. Lafley, 2005

您的產品好比是天天參與競選的候選人,好設計是勝出的關鍵。

 

Visual design engages and enhances the user experience
The app experience can be enhanced through the design of the user interface, which could be exceptionally beautiful, minimal, rich, or impactful. While it needs to conform to a brand’s’ values, it should be re-thought and conceived for the Smartphone device and app medium.(See image 33)

視覺設計能吸引並強化使用者體驗
APP的使用體驗可以藉由使用者介面的設計來強化,比如做到非常美觀、極簡、豐富或強烈的視覺效果。然而整體設計需符合品牌的價值觀,並重新思考、設想在智慧型手機以及APP上的表現效果(如圖33)

 

p33
圖33 來源:Mobile App UX Principles

 

Motion enhances interactions and the user experience (e.g. through subtle animations)
Motion can be applied to enhance experiences, such as making it clear what has and is happening, and to delight users. It can be realised through subtle and appropriate user interface animations, both in-screen and between screens.(See image 34)

動畫能加強互動性與使用體驗(例如巧妙的動畫)
藉由巧妙、適當的介面動畫,加強使用者體驗,包括單一畫面內與畫面之間的過場。比如清楚強調出畫面上既有元素和正在發生的事件,同時取悅用戶(如圖34)。

 

p34
圖34 來源:Mobile App UX Principles

 

Widgets & Notifications

Widgets are an app extension contained within your main mobile app that provide a way for you to publish high-value nuggets of timely information to specific app users, which are displayed on a user’s’ Smartphone to be glanced at and digested briefly.

桌面小工具(widget)會隨著手機APP一起安裝,屬於APP的延伸。它會在智慧型手機上推播具有時效性的高價值資訊給特定用戶,方便他們瀏覽並快速消化。

 

Push notifications are messages that alert users of highly relevant, timely and personal events, content, or messages. They stream in the background, oblivious to the user, until they see or hear an alert.

推播通知會傳送高度重要、有時效性,以及與該用戶相關的活動、內容或訊息。該工具在背景默默運作,毫無存在感,直到用戶看到或聽見推播提醒。

 

Widgets are configurable, so it is critical that yours creates value from the very first glance (or you face being turned off) – and, doesn’t simply exist as another way to open your app!

桌面小工具可以變更配置,不僅僅是開啟APP的另一種管道,當被用戶瞥見的一眼瞬間,就已決定它所具備的價值了(否則將等著被停用)。

 

“% of app users would start using an app again given prompts: Discount or coupon for my next purchase (30%); Exclusive or bonus content (24%); Notification on phone when new features are added (16%).”
– U.S. Consumer Mobile Apps Study, 2014, Google/Ipsos MediaCT

用戶會再度使用有哪些推播訊息的APP:提供下次購買的折扣或優惠券(30%);有獨家或加贈內容(24%);有新功能上線的通知(16%)。

 

9-in-10 of those who have forgotten Travel & Holiday and Shopping apps would be open to use them again.
– App-Nesia in the UK: The Need for Re-Engagement Marketing, 2015

那些遺忘手機裡已有安裝旅遊、度假和購物類APP的用戶,十之八九不會介意再次使用它們。

 

If app supports push notifications, the user is asked to opt-in (to get their permission)
Your notification user base should be made up of opt-in users, who gave explicit permission for you to push messages to them. Be clear about the different types of notifications you intend sending them, when you intend sending them, and the frequency. Always respect the user’s attention – the one scarcity all brands are competing for.

若APP有推播功能,需請求用戶開啟(以獲得他們的許可)
你的推播族群應當來自於同意使用推播,並明確授權給你發送推播訊息的用戶。需明確掌握你想發送給用戶的推播類型,以及何時發送,發送的頻率為何。要永遠重視用戶的關注,這點是所有品牌都會爭取,永遠不嫌多的重點。

 

If app supports widgets and / or notifications, the user can glance at content and quickly perceive its relevance.
Be concise, timely and action-oriented with your widget or notification content, to ensure the user only needs to glance at it to understand its relevance – personal and timely – to them and know what the call-to-action is. Always respect the user’s attention – the one scarcity all brands are competing for. (See images 35, 36)

若APP有桌面小工具或推播功能,用戶只要瞄一眼就知道內容跟自己的關聯性
桌面小工具或推播的內容要保持簡單扼要、即時且行動導向,確保用戶只要瞥一眼就清楚內容是否跟自己有關、是否有時效性,並且知道召喚行動(call-to-action)的內容。要永遠重視用戶的關注,這點是所有品牌都會爭取,永遠不嫌多的重點(如圖35、36)。

 

p35
圖35 來源:Mobile App UX Principles

 

p36
圖36 來源:Mobile App UX Principles

 

User receives notifications that are personal, timely and incentivised (and create a sense of urgency to act)
Messages should be personal with content relevant to each user, based on their demographic profile or app behaviour. Segment your opt-in users as finely as possible, to target them more effectively with messages that are personal. Messages should also be time sensitive and obvious to the recipient why they are receiving it now. There should be clear call-to-actions and incentivises to act in a timely / urgent manner. Always consider each users context such as their local day and time, for example: messages during bank holidays or unsocial hours could be interruptive and rejected. Notification example:

  • Shop now: loyalty members get 25% off ACME this month!
  • You didn’t checkout: only 3 ACME left – get 5% off today!

用戶收到的推播訊息必需跟他個人有關、攸關時效且有明確誘因(塑造馬上行動的急迫性)
訊息內容應基於人口統計變項或APP的操作行為,和個別用戶有直接關係。儘可能細分願意收到推播的用戶群,才能更有效率地把個人化訊息餵給正確的對象。訊息也要有時效性,要讓用戶清楚認知當下收到的原因。同時要有顯著的召喚行動以及誘因,促使用戶盡快採取行動。另外要持續注意個別用戶的情境,像是當地日期與時間,舉例來說發送通知卻碰到銀行休假,或是用戶不想被打擾的時間,可能被視為干擾,進而被抵制。以下是推播內容的示範:

  • 馬上買:粉絲享有當月最高75折優惠!
  • 您尚未購買:只剩最後3件,95折優惠只在今天!

 

User can tap your widget or notification to go directly to that content in-app
A user can view and act on your widget content by single tapping to open your main app to view the listed products, events or bookings. And, a user can tap your notification action and go to that specific app screen (and not the home screen) – deep linking will ensure a seamless transition from notification to app, and improve conversion

用戶點擊桌面小工具或推播通知,將直接開啟APP顯示訊息內容
用戶可以查看並點擊桌面小工具的內容,開啟對應的APP進一步瀏覽產品列表、活動或預訂項目。同時,點擊推播訊息後需直接開啟APP內的目的頁(非APP的主畫面),深層連結可以實現從推播訊息無縫切換到APP,有助於提升轉換率。

 

 

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