Hate the Whimpy Not the Hamburger
Consumed => “Why We Banished the Hamburger Menu From Our iPhone App” by Rachel Kumar on RedBooth.
=> My value add (i.e., my comments, as posted on Facebook)…
Um. Three thoughts, if you don’t mind.
1) re: “They spent more time in the app: session time increased 70%.”
How can they be sure this is a good thing. More time can also mean I’m have a more difficult time, yes?
2) When you push a new version, people get update alerts, correct? How does this analysis account for that? That is, in theory, increases, at least some, can be simply because people were reminded about the app. And once there is an update some people are naturally going to test it to see if the improvements meet their needs / expectations (which might not have been met prior). In short, how do they know they’re not fooling themselves?
3) Also, have a look at the original menu and then the new one. Perhaps it wasn’t the hamburger per se? Perhaps the original just had too many open options? I mean the new menu is about half the original. I suspect, having THE most important buttons on the bottom and then secondary in the hamburger might make the most sense.
My point is, it wasn’t the hamburger’s fault they abused it. Just about anything other than that original menu listing would have been a better UI / UX.