Considering that within a month of its release to the public, over 54% of iPhone users had updated to the latest OS, this means that more than half of the iPhone population were ready and waiting for iOS the 10 mobile experience.
Hi, I'm Caroline Craddock the visual and product designer here at Pulsate. Today I'll be taking you through our iOS 10 review and the 5 things every mobile marketer should know. So let's get into it.
What was available before iOS 10?
Before looking at iOS 10's new features, let's look at what was available beforehand. Firstly, we had Interactive Push. For example, on the Lock Screen, the user might receive a push notification. They can swipe it to the left to reveal a few interactive options. This is great because it puts the user in control, letting them decide what they want to do with the push notification, as well as being more useful for the user in that moment.
Another feature is Quick Reply which has been available for a while. Quick Reply has been adopted by a lot of messaging apps, allowing users continue what they're doing without too much disruption.
"The user might be in another app and they receive a message which slides down from the top of their screen. They want to interact with it, but they don't want to be disrupted. Users typically don't want to be completely taken out of that app they were previously in. If they slide down the notification, the keyboard pops up, allowing them to quickly reply and continue on with what they were doing."
A great multitasking feature.
Out with the old in with the new
For a while, we've had the Notification Center which can be accessed by swiping down from the top of your screen. This displays notifications that the user may have missed that day or during the week.
This is great because, as you know, notifications don't always arrive at the most convenient times.
Maybe the user is performing another task or they don't want to be interacting with their phone.
Again, we're putting the user in control. When they're ready to look at their notifications again, at a time that's more convenient, they can swipe down, see what notifications they've missed, and choose to interact with them.
While iOS 8 and iOS 9 boosted app engagement, providing many ways to get app users coming back into your app, iOS 10 has completely revamped the power of Push Notifications. Let's see how.
So, what’s new in iOS 10?
Firstly, Push Notifications have become richer than ever before. You can embed media attachments such as an images, videos, GIFs or audio.
This creates a more enhanced and detailed experience for the app user. Push Notifications have now become a much more engaging and compelling mobile notification experience for your end users, with them much more likely to engage and interact.
As you can see, they are like visual cards, similar to what you'd see in your social media feeds. Being a visual style that are already familiar to us, users are already comfortable engaging with them whilst providing more context at a glance.
Text Fields - You wanted more space
Another improvement includes the new text fields in iOS10 notifications. You can now add a title and a subtitle to your push notification.
Previously, you were limited to about four or five lines of text that you could send to your app users.
Mobile marketers can have a lot to say, but they didn't have enough space to say it. Now, with a title and a subtitle, users can understand the notification a little bit more increasing the chances of engaging with that notification.
With all these updates, it really has created a great marketing opportunity for mobile apps. However, only a small percentage have really started sending rich notifications.
One example being the MLB.com app, which have fully embraced the full potential of of iOS 10, as you can see in the screenshot above.
They've started to send live video streams and virtual game updates embedded into their push notifications.
Based on what we had previously, this is such a significant update going from simple text based notifications to richer and engaging experiences.
When is a button not a button?
Another new feature of iOS 10 are expanded buttons. These have replaced both the iOS 8 and iOS 9 interactive buttons previously seen in our notifications. However, from a design and usability perspective, there's a real emphasis on their style.
These new buttons, have taken on a more chunky look and bubbly feel about them, that can now be seen throughout both iOS 10 notifications and the device operating system. Compare this new look and feel to the unclear text based style buttons in past updates, they really have improved the design.
It's great because, buttons look like buttons again.
W stands for…
A widget, is an extension of your app, replacing the old "Today View" we have previously seen. These widgets are are little cards, that provide timely, useful information available to the user, accessing by swiping right on the Lock Screen.
These widgets are developed for apps and are highly customizable for each app user. App users can decide what widgets they want to display and can edit them again and again, deciding what app widgets are most useful to them.
The purpose of a widget is to provide these glanceable experiences with brief app updates and also, one-tap interactions for your app users without them having to unlock their phone.
This creates a high level of convenience.
It's great I can make calls, send a text, check my calendar or Shazam a song .
There's just infinite amount of possibilities. However at the same time, it does raise the question of security and privacy. Depending on the type of widgets, what information is accessible for people that don't have my access code?
They can be incredibly convenient, but app developers and app users need to consider the implications, when building these widgets and when deciding which app widgets they wish to display on their screen, as some might contain personal information.
You just have to be a little bit cautious about that.
That pretty much sums up my video today. I've been Caroline Craddock, I hope you enjoyed it. Please subscribe for our videos, and start following us on Twitter @PulsateHQ, until next time.