How iOS 7 Stacks Up: OS User Experience Shootout

a Pfeiffer Report Benchmark Project www.pfeifferreport.com @pfeifferreport Introduction

Why is it that the arrival of iOS 7 Whether we like it or not, We do not look at features, we do not have become a compare cutting-edge options and is necessarily a momentous game. Take any recent gadgets, we only look at aspects event for the smartphone top-of-the- smartphone, and you that have a direct on the are likely to get a well-designed, fast, day-to-day user experience of an market? Simple: Unlike any other pleasant to use bit of hardware: fluid average, non-technical user. out there, it will operation, responsive interaction, fast The aspects we have surveyed and be in the hands of millions or tens graphics. The difference of user rated are the following: experience, therefore, stems of millions of users within a few cognitive load, efficiency, almost exclusively from the customization, as well as user days after its launch. operating system, the experience friction. Based on And that will make it a force to be design, the application integration, the the results from these benchmarks overall coherence. we have then established an overall reckoned with. This report compares the five User major mobile operating systems Experience Index presented at the * The question is, of course: in use today: iOS 7, iOS 6, Android , end of this document. 8, and Blackberry 10, The benchmarks are based on the How good is it really? and rates them in terms of user Pfeiffer Consulting Methodology experience. for User Experience Quantification. * We have chosen Samsung’s implementation of Android, You can find detailed information on since, given the overwhelming market share of Samsung in the the subject by following this link. smartphone market, it is clearly the most widely used version of Android currently distributed. Cognitive Load Cognitive load—the sum of elements you the number of apps/widgets as well as other need to get familiar with in order to use a device icons and user interface elements a default spontaneously and intuitively—is one of the installation of the operating system contains. key aspects of user experience for a non- Differences between operating systems are technical user. For this benchmark we counted significant.Details

iOS 7 iOS 6 Android (Samsung) Blackberry 10 Cog. Load Index: 40 Cog. Load Index: 32 Cog. Load Index: 162 Cog. Load Index: 40 Cog. Load Index: 53

iOS 6 has the lowest Samsung’s version of Windows Phone 8 has Blackberry OS 10 has In terms of overall cognitive load count Android has by far the a streamlined user relatively low cognitive cognitive load, iOS 7 of all major mobile highest cognitive interface that differs load, in a range that is operating systems - but load of all the mobile significantly from the comparable to Windows is slightly less lags behind in terms of operating systems iPhone/Android approach. Phone 8, but introduces ease of use functionality. surveyed here: no less Windows Phone 8 is the some unusual user streamlined than the than 104 apps and only mobile OS that has interface elements and previous version of widgets, more than 4 a cognitive load as low as techniques that require times more than iOS 7, iOS7 - but at the cost of some learning. iOS. This difference and a significantly higher eliminating some core user number of icons and user experience and efficiency is due to the addition interface elements. features. of the Control Center, a new user interface element with a new set of icons that were not Mobile Operating Systems Cognitive Load Comparison Lower is better present in iOS before. iOS 7 iOS 6 Android (Samsung) Windows Phone 8 Blackberry 10 Efficiency and Integration Smartphone user experience depends in large multitasking, and camera access, among part on the easy and efficient integration of others. While there is a core set of integration different key features and services. For this functionality all mobile operating systems share, benchmark we analyzed access to key there are significant differences between the five settings, integration with notifications, major players in the market. Details

iOS 7 iOS 6 Android (Samsung) Windows Phone 8 Blackberry 10 Efficiency Rating: 7/10 Efficiency Rating: 6/10 Efficiency Rating: 7/10 Efficiency Rating: 4/10 Efficiency Rating: 5/10

iOS 6 has good Samsung’s Android Windows Phone 8 Integration and iOS 7 offers mature basic efficiency and implementation offers offers only basic efficiency options efficiency and integration integration features, but mature but slightly efficiency integration: of Blackberry 10 are it lags behind Android overwhelming efficiency notification management basic, reflecting the options including a and iOS 7 several areas and integration options, is limited; multitasking relative immaturity of concerning efficiency ranging from multitasking, control is very basic, and the operating system. customizable notifications and integration: there customizable notifications does not provide any With the Blackberry area, Control Centre are no for key and shortcuts to key way of selectively quitting Hub, Blackberry 10 settings, for instance, settings, but lacks direct running apps, and there has a potential killer and well-implemented and multitasking is access to the camera is no quick access to key feature, yet the muddled implemented in a way that from the lock-screen. settings. implementation and multitasking and makes quitting running inconsistent user interface application switching. apps to free memory makes it sometimes somewhat unintuitive. frustrating to use.

Consumer-Level Efficiency and Integration ComparisonHigher is better

iOS 7 iOS 6 Android (Samsung) Windows Phone 8 Blackberry 10 Customization Consumer-level customization is one ranging from the almost dizzying granularity of of the key user experience aspects of Android’s options, to the starkness of Windows connected digital devices. Nevertheless, the Phone 8, which allows hardly any user-level current crop of mobile operating systems differs customization. Details quite significantly in terms of customization,

iOS 7 iOS 6 Android (Samsung) Windows Phone 8 Blackberry 10 Customization: 6/10 Customization: 5/10 Customization: 7/10 Customization: 2/10 Customization: 4/10

iOS 6 has good basic Android has the longest Windows Phone Blackberry 10 offers iOS 7 offers similar customization options, list of customization offers the poorest basic customization that customization options and offers some some options of all mobile customization options is better than Windows accessibility features operating systems of all the operating Phone 8 (it supports a as the previous release, which are still missing surveyed, but lacks some systems surveyed here: personalized home screen in competing mobile of the accessibility options No background image can as well as grouping apps but adds dynamic operating systems. present in iOS. be set of the home screen, into folders) but clearly type support, as well and even background lags behind iOS and colors are limited to black Android. as comprehensive and white. Customization of the colored tiles is accessibility options. minimal. In addition, (Users who have Windows Phone lacks the capability to group apps difficulties reading the into Folders. thin typeface of iOS 7 can switch to bold type, Consumer-Level Customization Options Comparison Higher is better for instance) iOS 7 iOS 6 Android (Samsung) Windows Phone Blackberry 10 User Experience Friction (UXF) UXF is the bad stuff, the aspects of a device that should be available. For this survey we took can annoy you in a niggling way, or, in extreme only the most obvious UXF factors into account, cases, drive you crazy. Basically, UXF occurs and rated them. For a detailed account of the whenever a device does not do what you UXF factors, as well as the rating method, expect it to do - or lacks a key feature that click on Details.

iOS 7 iOS 6 Android (Samsung) Windows Phone 8 Blackberry 10 UXF Factor: 17 UXF Factor: 14 UXF Factor: 30 UXF Factor: 51 UXF Factor: 38

iOS 6 has one of the While Android has deserves credit Blackberry 10 is a While iOS 7 has added lowest UXF ratings improved immensely since for designing a mobile textbook example how some useful efficiency in the industry, clearly earlier releases, some operating systems that is UXF can challenge linked to very low cognitive aspects can remain completely different from overall usability. While features, some of the load and a streamlined annoying even for the iPhone. Unfortunately, the idea of the “Blackberry feature set. Some of experienced users, such Windows Phone 8 Hub” is interesting, the new additions also the UXF factors in this as the unintuitive way of also has a significant implementation is such contribute to UXF. A release of iOS have deleting selected apps, or amount of UXF: that the intended benefits been eliminated in iOS 7, the inconsistent approach customization of the user are almost completely good example is the such as the confusing to interface design that environment is minimal, lost. Add the absence of multitasking manager that mixes app icons with what for instance, making the a Home or Back button, Control Center: it is made it difficult to eliminate looks like advertisements stylish interface oppressive among others, and you clearly useful, yet has running apps. for specific apps. after a while. wind up with very serious user experience friction. the annoying habit of accidentally popping up. Mobile Operating System User Experience Friction Comparison Lower is better

iOS 7 iOS 6 Android (Samsung) Windows Phone 8 Blackberry 10 Overall User Experience Index

The combined results of the four different benchmarks and evaluations give iOS 7 a clear advantage in terms of of overall user experience, taking into account the context defined for these benchmarks: day-to-day user experience of an average, non-technical user.

Mobile Operating System User Experience Index Higher is better

iOS 7 73.25

iOS 6 70

Android (Samsung) 57.25

Windows Phone 8 47.25

Blackberry 10 56.37

How the overall results were calculated Each category had the same weight in the overall score, i.e. 25%. However, since there is an obvious disproportion between the cognitive load score, and the others, the absolute result of the cognitive load score were scaled by 50%, which brought them within the same range as the other results, We assumed an ideal score of 100 for each category (which currently no operating is even close to reaching). Cognitive Load and User Experience Friction were input as negative , i.e. deducted from the ideal score. The final score is the average of the results for each category. Results by Platform

iOS 7 73.25 iOS 6 70 Android (Samsung) 57.25 Windows Phone 8 47.25 Blackberry 10 56.37

Apple has achieved its goal iOS 6 is still the simplest Android has come a long In its current state, Windows Blackberry 10 has a lot to move iOS into the modern mobile operating system, way in terms of user Phone 8 is a strange of promise—the basic smartphone era. Despite especially for very experience, and could easily mixture of slick, original idea behind the Blackberry some controversial design inexperienced users, but become an iOS killer not only design—and a surprising Hub is a clever take on the aspects, iOS 7 is pleasant that simplicity comes at in terms of market-share, but disregard for key usability, notifications feature in iOS and and more fluid to use than the price of efficiency and in terms of user experience— not to mention the Android—but the operating other mobile operating integration features that provided that and lack of some key user system is hampered systems—and it does not the operating system lacks. Samsung truly understood experience features such by inconsistencies, look like any competing In the context of smartphone where the user experience as customization options, unexpected behaviors and system on the market. use, the absence of these differences with Apple’s pervasive notifications, or user experience friction that It will be interesting what the features is a handicap, since, platform lie. quick access to key settings. make it frustrating to use. longterm impact of iOS7 will unlike tablets, smartphones As it stands, Samsung’s It is highly likely that some of be—in any case, market rely much more on tight Android is very usable - these features will pop up penetration is likely to be integration of repeatedly used but undermines the overall in future software upgrades, significantly faster than key apps and services. user experience through but as of today, Windows that of any other new odd design decisions, Phone 8 is not very mobile operating system. disproportionate cognitive competitive in terms of load and half-baked overall user experience. innovations that are a distraction rather than a help. Analysis

The results of this user experience experience, iOS 7 clearly remains the The arrival of iOS 7 on the benchmarks are both interesting—and market leader. market signals a new phase disappointing. What about Android? The truth is that Interesting because they confirm that beyond smartphones are becoming more and more in mobile operating systems. competent hardware, there are significant like cars, and if you can drive one you can We are definitely entering user experience differences between drive them all. The true differences do not operating systems, and that at least some lie in function, they are the finishing touches. a world of maturity in of these differences can be described and While it does have annoying aspects in terms terms of features and quantified. of user experience, Android has become a Disappointing because these benchmarks perfectly usable mobile OS (which is more interaction patterns. simply underscore a balance of power that than on could say about early releases of the exists already in the market: iOS 7 is clearly Google’s mobile OS)—even if it still is more A world where smartphones the most mature of the mobile operating overwhelming than necessary for the non- are like cars: when you can systems, combining the hallmark ease of technical user. use of earlier iOS versions with a feature set What separates the Android user drive one you can drive them that lives up to the challenges of modern experience from iOS 7 is not all—but also a world where smartphone use. functionality, but feature-bloat and Beyond the quibbles about the new design sloppy user interface design. In terms of finishing and usability may be direction, Apple has managed to create a user experience, less IS more. new operating system that looks different But there is another issue for Android, more important for the user from any other on the market, and that is and that is market fragmentation: The than the latest killer feature. immediately easy and intuitive to use - and loyalte of Apple’s users is such that the that is identical on any iOS device the company can be certain that millions of company produces. In terms of user users will upgrade to a new release - and Apple’s marketing is working hard to increase you get an idea of Microsoft’s challenges to the desire to do so. Android, by contrast make Windows Phone truly competitive. is terrifyingly fragmented, with most Blackberry 10 on the other hand has a users only upgrading when they change different set of serious user experience device. This is a problem that will be almost problems. It offers most of the key usability impossible to overcome—andcan only get features one would expect, and experiments worse over time. with an original way of layering different As for Windows Phone 8 and Blackberry 10, services, but the implementation is such it is, alas, a case of too little, too late. that, at least in the current release, Microsoft deserves credit for designing the frustration created by incoherently a highly original mobile operating implemented features outweighs the system that does not imitate the market benefits of the new system. No Home leaders and boldly goes its own way. That button? No Back button, or only in certain would be great—if the OS actually delivered application areas? What were they thinking? all the user experience aspects that users In short, Blackberry 10 turns out be more around the world have come to expect. The frustrating and less efficient than older truth is that under the slick veneer of releases, even for die-hard Blackberry swiveling tiles is an operating system users—yet doesn’t deliver the slickness and that is challenging to use. One can feel fluidity (not to mention the apps) iOS and easily trapped in the rigid user interface that Android can provide. leaves no room for customization, and the user interface in general is not conceived to It is sad to say, but in terms of overall user deal efficiently with the dozens and dozens of experience, neither Blackberry 10 nor apps smartphone users want. Add to that the Windows Phone 8 are currently in a position lack of some core user interface features and to challenge the two market leaders. Cognitive Load Comparison: iOS 7 vs. iOS 6

Default user interface elements on a factory-standard installation of iOS 7 running on an iPhone 5. iOS 7 (above) brings some (highly necessary) efficiency iOS 6 (below) is clearly the mobile operating system with features to the operating system. These additions results the lowest cognitive load footprint - the whole operating in a slight increase of cognitive load over the previous environment fits into a few screens, and everything release, albeit not at a point where they risk overwhelming important is accessible from the Home screen. even a casual users.

Default user interface elements on a factory-standard installation of iOS 6 running on an iPhone 5. Cognitive Load Comparison: iOS 7 vs. Android (Samsung)

Default user interface elements on a factory-standard installation of iOS 7 running on an iPhone 5. Comparing iOS 7 and Samsung’s version of Android is difficult, than 104 apps and widgets, in addition to 58 icons and other user since both operating systems take such a different approach to interface elements.) delivering value to the customer. Where Apple tries to reduce While experienced users may find this embarrassment of riches feature overload to the maximum, Samsung clearly revels in adding stimulating, there is no doubt that this approach contributes options, apps and widgets, providing for instance two mail clients significantly to the overall cognitive load of the operating system, and two app stores. (In total, this version of Android counts no less and can make it overwhelming for casual users.

Default user inter- face elements on a factory-standard installation of Android running on a Galaxy S4 smartphone. Cognitive Load Comparison: iOS 7 vs. Windows Phone 8

Default user interface elements on a factory-standard installation of iOS 7 running on an iPhone 5.

In terms of cognitive load count, iOS 7 and Windows Phone 8 are Generally speaking, Windows Phone 8 relies less on icons and comparable—with the notable difference that Microsoft’s mobile other visual cues than the competition, which can make the operating system does not include efficiency features such as operating system more serious looking than Android or iOS, but or Control Center in this number. can also be perceived as more forbidding.

Default user interface elements on a factory-standard installation of Windows Phone 8 running on a Nokia Lumia 920 smartphone. Cognitive Load Comparison: iOS 7 vs. Blackberry 10

Default user interface elements on a factory-standard installation of iOS 7 running on an iPhone 5.

To some extent Blackberry 10 (below) looks like a mix of iOS, Android and Blackberry. borrowing elements from all three operating systems, but adding some new interactions and layering ideas.

Default user interface elements on a factory-standard installation of Blackberry 10 running on an Blackberry Z10 smartphone. Efficiency and Integration Details (by platform)

To rate efficiency and integration of each platform we listed the The rating is not only based on presence of options, but also on ease of different options available in each platform and compared them. discovery for a non-technical user, as well as quality of implementation. Bold type indicates sophisticated implementation of feature

iOS 7 7/10 iOS 6 6/10 Android (Samsung) 7/10 Windows Phone 8 4/10 Blackberry 10 5/10

Efficiency and Integration Options

• Notification area (customizable) • Notification area (customizable) • Notification area • Notification area (customizable)

• Notifications on • Notifications on Lock screen • Notifications on Lock screen • Notifications on Lock screen • Notifications on Lock screen

• Multitasking • Multitasking • Multitasking • Multitasking • Multitasking

• Multi-window mode

• Control area • Control Area • Control area

• Multitouch controls • Multitouch controls

• Direct Camera Access • Direct Camera Access • Direct Camera Access from Lock screen from Lock screen from Lock screen Customization Details (by platform)

To rate customization option of each platform we listed the discovery for a non-technical user, as well as quality of implementation. different options available in each platform and compared them. Bold type indicates key customization functionality frequently The rating is not only based on presence of options, but also on ease of expected from a modern smartphone.

iOS 7 6/10 iOS 6 5/10 Android (Samsung) 7/10 Windows Phone 8 2/10 Blackberry 10 4/10

Customization Options • Lock screen picture • Lock screen picture • Lock screen picture • Lock screen picture • Lock screen picture • picture • Wallpaper picture • Wallpaper picture • Wallpaper picture • Folders • Folders • Folders • Folders • Customizable notifications area • Customizable notifications area • Customizable notifications area • Change size of icons • Change font size • Change font size • Change font size • Change font size • Change font size • Change font style • Change boldness of type • Customizable quick-access controls • Choose specific home page • Customizable quick-access controls • Choose specific home page Accessibility Options • Zoom • Zoom • Zoom • Zoom • Zoom • TTY Support • TTY Support • Negative/inverted Colors • Negative/inverted Colors • Negative/inverted Colors • High contrast • High contrast • High contrast • Voice feedback for vision impaired • Voice feedback for vision impaired • Voice feedback for vision impaired • Speak • Text-to-speech • Text-to-speech • Text-to-speech • Sound balance • Sound balance • Sound balance • Guided Access • Guided Access • Switch control • Assistive Touch • adjustment • Enhance web accessibility UXF Details (by platform) The newdesignofiOS has triedtosimplify The pull-downNotificationCentercanbe confusing orannoyingevenoncetheuserhasgrownaccustomedto higher numbersareforUXFoccurrencesthatremainnoticeable, to UXFelementsthatarenoticeable,butdonothavelong-termimpact; occurrence on The benchmarksareusingabasicweightingsystemthatratesanyUXF professional use for theresearch,thatofa revealed bythisresearch,takingintoaccountthe The followingpagesprovideadetailedlistoftheoccurrencesUXF Accessing ControlCenterand/orCamera first. 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But there isno UXF Rating: UXF Rating: UXF Rating: UXF Rating: 51 3 2 2 7 - - - - - UXF Details (by platform) The tiledesignusedforthe Windows Advertisements onhomescreen Windows Phone8doesnotallowtheuser Windows Phone8reliesmoreonwords Windows Phone8includes “sponsored One of the first thing many smartphone us yet fromauserperspectiveitisinefficient Settings app, forinstance, thereare no estate gine forthewebbrowsertoGoogle). ers whowanttouseGoogleinsteadneed only besettoblackorwhite.) ers doistochooseapersonalbackground experienced users. energy drink, amongothers. Someusers displayed anapplinkedtoawell-known content” onthehomescreen: theNokia a specificfunction, makingitlessefficient apps on its home screen, while WIndows screen small iconstohelptheuserquicklylocate simply notjustifiedinanyway. supports wallpaperforthelockscreen, but to do their search through Internet Explorer,to do their search through Internet to themainSearchicononPhone. (Us to assignanothersearchenginethanBing for theirphone. Windows Phone8only to navigate. This canbeannoying evenfor than onimagestoconveymeaning: Inthe Search Buttonalwaysbringsup Lumia 920 used for our benchmarks Phone 8barelymanages 12 Phone homescreenisvisuallyinteresting, Inefficient useofHomescreen real may findthisinappropriateoroffensive. Or background colorofthehomescreencan use ofscreenreal-estate: iOS displays24 having reassigned the default search en not for the home screen. (And even the No backgroundimageforHome Lack oficonsmakessomeaspects Bing less usable UXF Rating: UXF Rating: UXF Rating: UXF Rating: UXF Rating: 6 3 5 4 7 - - - Task Managerdoesn’tallowindi Absence of pervasive notifications Absence ofpervasive Windows Phone 8is the onlymajor mobile While Windows Phone8allowstheuserto Windows Phone8currentlydoesnotof ers fororganization. (Thefeatureactually operating systemonthemarketthatdoes orresources.ory e-mail . , phoneormessaging- butonly games standout.) different shadetomakeOfficeandXBox change thecolorofindividualapps seems to exist, since some tiles represent see whichapplicationsarecurrentlyloaded, ture doesnotseemtoavailableusers.) folders of games, for instance; but the fea there isnowaytospecificallyeliminatean from onesourceatatime, meaningthat to displaydetailednotificationsfrommail, fer awaytodisplaynotificationsthe for alltiles. Itisimpossiblefortheuserto tiles. look uniform This resultsinavery Phone 8usesmonochromatic, unshaded folders vidual runningappstobeclosed individual app from the list to free up mem if auserwantstoseehiscalendaronthe iOS and Android do. Users can choose Unlike otheroperatingsystems, Windows not allowappstobegroupedintofold home screenhewillnotbeabletosee user interface(althoughMicrosoftusesa No wayofgroupingappsinto No wayofcustomizingtiles UXF Rating: UXF Rating: UXF Rating: UXF Rating: - 8 3 4 7 - - - - The basic idea of the Blackberry Hubis The basicideaoftheBlackberry 10doesnothave The factthatBlackberry other apps apps andhorizontalscrollingfor confusing. confusing evenforexperiencedusers can remain very annoyingevenafter pro can remainvery does insteadgetsomeotherscreen. This current implementation, therearemany calls. A brilliantidea—unfortunately, inits or Android, but thatprovidesdirect access even moreintricatethanitalreadyis. apps arescrolledhorizontally. This canbe annoying evenforexperiencedusers. situation wherethesystem just doesn’t social feeds, BBM, textmessaging, phone situated outsideofthescreenareacan support for a unified Back buttonmakes to be scrolled vertically, while the installed to all your connections: mail messages, that isalwaysjustaswipeaway, asiniOS that ofanalwaysavailablenotificationarea function asaHomebutton. This absence though, asMicrosofthasshown, theLogo In Blackberry 10,In Blackberry openapplicationshave Blackberry 10lacksaHomebutton—al Blackberry work: oneexpectstoaccessthehub, but is notonlycounterintuitive, itcanbevery Mix ofverticalscrollingforopen navigating the complex, layered interface No Backbutton Layering of Blackberry Hub is very Hubisvery Layering ofBlackberry No Homebutton longed use. Blackberry 10 Blackberry UXF Rating: UXF Rating: UXF Rating: UXF Rating: 38 10 10 8 3 - - Version 1.1, October 3, 2013 All texts and illustrations © Pfeiffer Consulting 2013 www.pfeifferreport.com For further information, please contact [email protected].