Notes on LukeW’s Mobile Behavior and Design Trends, in which the hamburger icon does not fair well

From the video of LukeW at UX Immersion 2014, link here.

In 2013, 50% of holiday internet shopping was done on mobile

In 2010, PayPal did $750m in mobile payments. In 2013, they did $27b

Yelp makes 40% of their money on mobile; Facebook, 53%, Twitter, 75%

Testing shows most users don’t understand what the hamburger icon means. Facebook’s poor hamburger testing led them to stop using the hamburger alone and instead add it to a nav bar with several icons–all with labels

People over 35 particularly don’t recognize the hamburger icon

Hiding navigation behind an icon is questionable. James Foster ran 3 major tests of the hamburger icon—

In a test of 20,000 people:

  • Putting the label “menu” under the hamburger icon increased engagement by 7.2%
  • Putting a button-shaped outline around it increase engagement 22.4%

In the next text of 50,000 people

  • When the word “menu” was added to the hamburger/button outline, engagement rose 5.7%
  • When the hamburger icon was deleted and only the word “menu” remained, engagement rose 12.9%.
  • When the word “menu” was presented all alone (no icon/button shape), engagement decreased 22.7%!

In the last test of 240,000 people:

  • The word “menu”/button shape combo got around 20% more engagement than the hamburger icon/button shape

Boingo reduced their signup input from 23 fields to 12 and increased engagement by 31% and decreased signup time by around 50%

For years, Yelp didn’t allow mobile users to write reviews even though it was the most requested feature–they thought the quality of the review will be too low to be useful. Yelp is too stuck in the desktop mindset, where long written input is easy.

Whereas Hotel Tonight created a templated review for users to plug their photos into. Users take pix and thus create their review on site, in real time. A pictorial review made on a mobile device makes lots of sense–much more than creating long prose reviews. And wouldn’t you rather scroll through user photos than read written reviews–at least as the first step in picking a hotel?

Luke Wroblewski is an internationally recognized digital product leader who has designed and built software used by more than one billion people worldwide. Check out his site, link here.


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