The document discusses designing mobile interfaces for non-traditional audiences. It notes that traditional audiences for apps may be different than expected, with many older adults and children now using mobile devices and apps. The challenges of designing for these audiences include testing bias, incorrect assumptions about users, and difficulty observing real users. The document provides strategies for challenging assumptions, understanding where users are and why, using time as a proxy for frustration, and directly observing users. It also presents case studies from 23snaps on simplifying onboarding, creating and sharing complex content, and helping users locate information.

1. Mobile Interfaces for
Non-Traditional Audiences
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

2. “23snaps… the
Facebook for families.”
Introduction
23snaps
TOP PHOTOGRAPHY APPS
2012
“23snaps… the
Instagram for parents.”
TOP APPS OF 2012
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

3. Do You Really Know
Who’s Using Your App?
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

4. Who Are Your
Users?
Your demographic may be
different than you expect
Mobile Internet
and App Usage
Among 55+:
% of children
>75%
under 8 using
mobile devices (US):
55+ Census Data
17mil UK /
(2012) in the US
143mil US
and UK:
Growth in 55+ Age
Group Mobile Usage 60%
Since 2012 (UK):
<17 Census Data
14mil
(2012) in the US
74mil
and UK:
27% UK /
55% US
% of minors
(age 10-12)
on Facebook:
UK /
US
>50%
Stats from Ofcom, Pew Internet Reports, The National Office of Statistics (UK) and US Census Data
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

5. Why It’s So Hard to Design for
a Non-Traditional Audience
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

6. Challenges
To designing and testing features
for apps with a non-traditional
audience
Testing Selection Bias
Bias in Tracking Tools
Consider the sources where
you acquire users for
testing – there’s a huge bias
for tech-savvy users.
Most tracking optimises
tests and goals based on
events you define.
Overcompensating with
Onboarding
Are you forcing users down
a path that actually deters
them from engaging?
Incorrect User Data
By assuming certain fields
will be relevant (or
required) for your users,
you encourage incorrect
data (i.e. Under-13s on
Facebook)
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

7. Strategies for Designing and
Testing Your App
Meaghan Fitzgerald – 23snaps – @23snaps

8. Strategies
For designing and testing features
for apps with a non-traditional
audience
Challenge Your
Assumptions
Always Answer “Where”
and “Why”
Where are you making
assumptions that your
designs and features are
easy and clear?
One of the biggest
contributors to bad UI is
allowing the user to get
‘lost’ in your app.
Have you seen it anywhere
besides an app or website?
Use Time as a Proxy for
Frustration
There’s No Replacement
for Watching Someone
Just because people are
doing what you expect
them to do, that doesn’t
mean it’s easy for them.
Watching someone use
your app exposes all flaws.
Where can you find real
examples of your users?
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

9. Case Studies
With examples from 23snaps
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

10. Onboarding
Getting people to the right place
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

11. Stories
Creating and consuming complex
content
Designing for content
creators: How could we
simplify creating long-form
content on mobile?
Designing for consumers:
How could we help locate the
reader while sharing the whole
story?
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps

12. Thank You
Meaghan Fitzgerald
meaghan@23snaps.com
@megfitz / @23snaps
Meaghan Fitzgerald – Mobile Interfaces for Non-Traditional Audiences – @23snaps