OTOinsights, a division of One to One Interactive, Inc., a Boston-based digital marketing firm, hosted a webinar on July 29th to present their latest customer experience research findings for several of the most downloaded iPad magazine applications including Wired, PopSci, GQ, Dwell, and Time. OTOinsights' task-based analysis focuses on the homescreen, navigation, layout, advertisement placement and overall user satisfaction. This webinar will help brands and publishers participating, or planning on participating, in iPad magazine applications as developers, advertisers or content authors.

1. July, 2010 Top iPad Magazine ApplicationsCustomer Experience Winners in the Publishing Space

2. Dr. Philip Rhodes, Ph.D. Philip holds a Ph.D. in Information Design from the University of Portsmouth. He has extensive research and teaching experience in hypermedia design and information architecture. He speaks fluent Portuguese, having lived and worked in Brazil. Before joining OTOinsights, he worked with US solution providers Rare Medium and Sapient, as Director of Information Architecture. Specializing in offering user-centric online solutions within the banking, education, and telecommunications sectors. He also taught at several universities in Brazil and the UK, and has been widely published. Philip is both the Managing Director and the Director of Customer Experience Research & Design at OTOinsights, and a Fellow of the Royal Society of Arts.

3. Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, agencies, and publishers executing one-to-one marketing strategies. The company employs over 140 professionals in 7 offices located in North America, Latin America, Europe, and Asia. One of the 20 “Hottest Independent Digital Firms” Globally AdAge, 2007 One of the Fastest Growing Private Companies Inc Magazine, 2008

4. OTOinsights OverviewEstablished in 2002, OTOinsights has conducted over 400 research project in over 30 countries.Specialists in customer experience strategy, research and designUndertake discrete point-in-time projects and strategic engagementsExperience across all platforms including digital (e.g. web, intranets, mobile devices, PDA’s, i-TV, etc.), call centers, retail environments and physical products (e.g. laptops, printers, etc.)OTOinsights Offerings:Amplifying Engagement

5. Publishing Clients 5

6. Agenda

7. The ipad phenomena

9. Sales have surprised some people – why has it been so successful?

10. Its Apple – media attention

11. Its small

12. Its portable

13. Its useful (everyday tasks)

14. Its very ‘sci-fi’

16. 8,500 native iPad apps

17. 35 milllion app downloads

18. 5 million ebooks downloaded

19. 19 countriesApple - April 2010

21. Wall Street Journal – 10,000 active users in 1 week

22. $17 per month

23. FT - – 130,000 active users since launch (28 May)

24. The Times – 5,000 subscribers in 3 days

25. £9.99 per download

26. Wired – 24,000 downloads in first 24 hoursThe stats… By the end of 2010 there will be 8.13 million iPad globally

28. $11.2m in Q1 2008

29. $25.8m in Q1 2009

30. $91m in Q1 2010

31. In the UK:

32. £75-80m in 2008

33. £150m in 2009Publishing Statistics

34. iPad review framework(Digital publications)

35. Review Framework Layout Navigation Usable Useful Engaging Content and Interactivity Likelihood to reuse

37. Content is shown within context to preserve meaning.

38. There is a consistent experience between landscape and portrait views.

39. There is a consistent layout of key elements across all screens of the app.

40. The app doesn’t force users to rotate the iPad.Layout Navigation Content and Interactivity Likelihood to reuse

42. Multiple options for hyper-links, such as both article headlines and images from a contents page.

43. Uses conventional iPad gestures.

44. Provides visual affordance to navigational elements

45. Allows users to recover from mistakes by going back.

46. Provides a search.

47. Navigation is consistent throughout the app

48. Users can identify where they are:

49. Within each article

50. Within the app itselfLayout Navigation Content and Interactivity Likelihood to reuse

52. All content from the printed version should be included, if not more.

53. Individual interactive elements are easy to use.

54. Interactive content affords an appropriate use.

55. The app doesn’t persist with gesture manipulation of content when it provides no benefit.Layout Navigation Content and Interactivity Likelihood to reuse

57. Use of high quality images.

58. Use of alternative media such as video and audio.

59. Use of interactive elements such as 360˚ image manipulation.

60. The app is innovative:

61. The content cannot be found elsewhere.

62. The content is presented in a new way.Layout Navigation Content and Interactivity Likelihood to reuse

63. Competitive Landscape

64. COMPETITIVE rEVIEW

65. Competitive Review | Results

66. Competitive Review | Results

67. Competitive Review | Results

68. Competitive Review | Results

69. Competitive Review | Results

70. Competitive Review | Results

72. iPad orientation changing the content offering

73. Navigation not always clear or intuitive

74. Lacking ‘normal’ conventions e.g. hypertext links as links, easy means to return to primary pages

75. Layout confusing

76. Images and text not matching

77. Lack of interactive features

78. Lack of search

81. Presentation persists across the two orientations

82. As the user scrolls, background images are changed to stay in context with the text being presented

83. This keeps items which are related together as well as preserving the meaning of images in relation to the text

85. Navigation is consistent throughout the app

86. Difficult to know how many sections or pages are included in the magazine

87. No links are provided from the contents and cover page

89. It is also difficult to quickly skip to specific sections of the app

90. If a user taps the left of the screen the text elements disappear.

92. Gesture manipulation is included for pages where it serves no purpose.

94. High quality images are used throughout the app

95. The content closely matches what is found in the magazine but is presented in a new way

96. Other than being able to move images and text independently, little is made of the publication being in digital form

99. Once the user has chosen their orientation, the layout of key functions such as moving between images, is consistent.

101. When turned to portrait, images and their related text are separated

102. The two are shown in separate panels

104. Navigational elements are provided

105. These are easily identifiable

106. The user can clearly see where they are within an article and within the app

108. Such as the GQ logo as a route back to the cover/contents and article titles on the cover page

109. The contents list is not available when in landscape

110. There is no search feature

112. These interactive elements clearly indicate their use

113. The app only allows gestures when they are of use.

115. High quality images are used throughout the app

116. There is no inclusion of audio or video content

119. The user will have to actively select a slide-shown to view images in isolation

120. Experience between portrait and landscape differs significantly

121. The location of images changes

122. Video is also included in landscape but not portrait

123. Users are often forced to rotate the iPadwhen there is no need to.

125. User are able to click on article headlines or related images

126. Conventional iPad gestures are used to move page and enlarge content

127. Users can quickly locate themselves and move around using the efficient ‘page viewer’

128. Current location is clearly highlighted

130. In this example, the map suggests links – this is not the case

131. It is not possible to move back if the user jumped to an article by mistake.

133. Many contextual images are completely lost when using the app in portrait

135. High quality images are used throughout.

136. Video is also used to supplement some article

139. There is a good level of consistency between landscape and portrait orientations

140. Users are not forced to rotate the iPad at any point

142. Navigation is consistent throughout the app

143. Users can clearly see where they are within the app

145. An apparent ‘back’ button take the user out of the current magazine

147. The app only uses simple gestures

148. Gestures are not used unless they are needed.

150. Limited interactivity is available

151. Such as the ability to share magazines with others

152. However, most of the content is static.

155. Images and video content are shown within the context of the article rather than in isolation

156. Users are provided with a consistent experience between portrait and landscape views

157. On some article title pages it is not clear that the user can navigate to further content

158. The title pages look and feel very much like a one page advertOne page advert Article title page with content hidden below

160. Conventional iPad gestures are used and reinforced through use of icons

161. Navigational elements appear in a way as to invite users to interact with them

163. Images associated with articles on the contents page are not links

164. There is no search

165. Within each article is it difficult for users to see whether there is more content

166. It is not clear to users where they are within an individual articleNumbered buttons – not links Numbered buttons – links

168. Gestures are only used when it makes sense for the user

169. Interactive elements are easy to use

170. Clear sign-posts of when and how use are given.

172. Video and audio content are included within relevant articles

173. Users can interact with images for a 360 view and to provide detail on what is being shown

176. Wired

177. New York Times

178. Wall Street Journal

179. The Times

180. A number of approaches have been taken:

181. Flat-content, one page

182. Flat-content, multiple page

183. Basic user interaction

184. Audio/video content

186. Relatively unobtrusive

187. Provides the entire message in one hit

188. Unlikely to engage the user

189. Missing an opportunity to drive the user to further content

190. Sign-up process for example

192. Such as ‘how to’ guides

193. Allows advertiser to mimic articles so as to sell products subtly

194. Chance of content on later pages being missed by the user

195. Especially if the front page of the advert doesn’t allude to further content

197. More engaging than flat content

198. Can lead the user to product related content

199. To make an order or to sign-up for a service

200. Strong possibility that hidden content may be missed

202. Effective way to educate users about a product or service

203. Novelty effect – provides ad content that isn’t found in the paper version of the publication

204. Encourages users to spend more time with the advert

206. Users must think about how to interact with the advert in order to progress to their desired destination

207. Likely to irritate users

208. Provide a negative image of the app and the advertiser

210. Apps where all ads are removed when the user rotates the iPad

211. GQ – no ads shown in portrait view

212. Hiding the most important message in ‘scrolled to’ content or behind interactions

215. For example it is good to avoid showing a user an article that discusses something shown in a picture that is no longer visible, as seen in the GQ app

216. Ensure that individual page elements don’t lose meaning through lack of context

217. For example, if photos are presented separately from the text of an article then care must be taken to ensure that the reason why they were included in the first place is not lostGQ – separate image and text in an article

219. While obvious changes need to occur to cater for the change in screen dimension, consistency between the two layouts is useful so that users do not have to learn a whole new set of rules just because they have rotated the iPad

220. Don’t force users to rotate the iPad.

221. It may be beneficial for the user to view some content in landscape, such as video, but allow the user to decide whether they do this or not, unlike what is seen with the Time appTime – the same article shown in portrait and landscape

223. Pages do not have to look the same, or even be laid out exactly the same, but consistency of key elements is important

224. Key elements, such as a route back, route to the contents page, moving to the previous or next article should all be positioned in a consistent mannerNew York Times – All images are clickable, route back is always shown at the top left

226. Hyperlinks to related content such as linking directly to articles from a homepage/contents page

227. The app does not have to exactly mimic a website

228. There doesn’t have to be a “main menu” or “Next page”, “Next article” buttons etc

229. Increase the users routes for navigating

230. If a contents page includes headings and images for an article, make both parts a link to the article page, as found with the New York Times app.New York Times – All Headlines and images are links to the full story

232. Users will feel more comfortable when performing these gestures will give expected results, such as:

233. Tapping means activate (or click in web terms)

234. Swiping means to move (down an article or across an article, or to another article)

235. Note: The PopSci app uses the tap action to make text disappear which is likely to confuse usersPopSci – A tap on the right of the screen makes the text disappear

237. While this does not have to be a strong as found on the web (with a submit button for example), it is beneficial to have navigational elements appear differently to flat elements in order for them to be easier for users to discover

238. Allow users to undo what they have done to allow them to recover from mistakes

239. Ensure users can get back to where they were and not just a back to the cover page, or back to contentsWired – the dual arrow icon gives affordance of a “back and forth” swipe movement

241. Make the most of having the content in a digital form by allowing users to search

242. Keep navigation consistent

243. Navigational items should appear in consistent locations on the screen

244. This should be the case whether in landscape or portraitDwell – searching for content

246. Some reference to where they are in the article, and within the publication is useful.

247. Clear vertical scroll bars help to identify within-article location.

248. Having a visual representation of the number of pages and highlighting the current page also works well for within-article location.

249. A scrolling index works well to identify location within the publication, as well as aiding navigation.New York Times – number of article pages shown using standard apple pips at bottom of the page

251. While this is not necessarily wrong, it means the user misses out on a number of benefits the digital age has brought, such as:

252. Hyperlinks - both within the app and externally

253. Embedding of video or audio content

255. It should, at the very least, provide the user with all the content they can get through printed version, if not more

256. The user should not miss out on content because of the orientation of the iPad

258. For lists of links, fields in forms etc. it must be remembered that a finger is not as precise as a mouse pointer. These elements need to be sufficiently spaced to allow a user to accurately select the one they wish.Financial Times – Interactive elements are all located together and are easy for users to select individually

260. If text can be edited, or empty text boxes filled, then they should give the impression that this is the case.

261. If a static image is a placeholder for video content, then it should be clear the user has the ability to “play” the video

262. Don’t allow users to change layout for the sake of it. If all content fits onto one page then allowing users to remove or move some elements off the page may cause unnecessary confusion.PopSci – A tap on the right of the screen makes the text disappear

265. Quality of imagery or videos used.

266. High quality images that make the most of the iPads great graphical capability will enhance the experience of the user.

267. Include media types that cannot be found on the printed form.

268. Video content and audio content help to improve the level of user engagement and also help distinguish the experience on the iPad app from that of the printed magazine or newspaper.The Times – Video content used to supplement an article

270. The ability to build a list of favourite articles, send articles to other people and manipulate 360˚ images are all examples.Sideways – Ability to link to a facebook account and share articles

272. Providing the user with content they can’t get elsewhere

273. Providing users with content in a way that is not currently doneSideways – Interactive map

274. Conclusions

276. Focus on the users needs

277. Ensure that users are in control, informed and flexible

278. Cater for all user situations

279. Browsing content Vs Looking for specific information

280. Reading in portrait Vs reading in landscape

281. Make the user’s experience usable and engaging