The Mobile Question: Lessons in Design and Strategy for Your Mobile Experience

Smartphones make up a small percentage of the Worlds four billion cell phones but they differ drastically in their use. First Step in your mobile plan: What appsite are you building? A solution that first exists to fill a mobile need, or is more valuable on a mobile device. 1) Mobile First 2) Content 3) Application or ecommerce 4) Entertainment Start with a native application » Hit all major platforms (including web) » Be prepared to hire mobile experts » Market the app stores » Watch new devices as released

The Mobile Question:

Lessons in Design and Strategy for

Mobile

projects

?

?

hello.

#ias10

#TheMobileQuestion

http://ffffound.com/image/eae112c8d844f8ea4cc8ec58ac5917e4e2abe20e

http://ffffound.com/image/fcd72119888f6da60ae415fcee1c9dbdd36e35db

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pre 2007

(or Bi)

mobile internet adoption = >12%

Hard time getting adoption

with feature phones and

carriers

pre 2007

today

40% of Pandora users are

mobile - and mobile now has more sessions (2.5x) than the desktop site

(now adding 30,000 iPhone listeners a day)

A)

B) far off

http://www.fubiz.net/2009/03/17/microsoft-sustainability/

http://www.engadget.com/2008/02/25/nokias-nanotech-morph-goes-on-display-signals-melting-devices/

http://www.readwriteweb.com/archives/gphone_concepts_and_possible_specs.php

hi

http://ffffound.com/image/8e68da2f5dd54408c5830cb96d3927708d71e823

It took the iPod 17 quarters to reach 30 million units The

iPhone did it in 10.

http://brainstormtech.blogs.fortune.cnn.com/2009/11/25/chart-ipod-vs-iphone/

B) far off

little less

“we need to

go mobile ”

“we need an

“ why [do] they ignore all devices except [the] iPhone Not everyone

has an iPhone Could

you speak to the

non-iPhone users ” 12/2009

UX

Navigation Button Combo box

Screen Name

ON

YOU

me

again

85+ Million

35% of smartphone

owners browse the

mobile Internet at least daily versus only 4% of

featurephone owners

71% of all smartphone users use Internet 88% of iPhone users use Internet

92% of Android users use Internet

http://wapreview.com/blog/?p=6828

Smartphones make up

a small percentage of

the World's four billion

cell phones but they

differ drastically in

their use.

non-smart phone

users don’t use the mobile internet

(much)

If it’s not EASY

“ why they ignore all devices except

you speak to the

» iPhone OS increased from 33% in February

2009 to 50% in February 2010.

» Android increased its share from 2% to 24%

year-on-year

requests fell from 43% in February

2009 to 18% in February 2010.

phones-and-mids.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+IntoMobile+(IntoMobile)

http://www.intomobile.com/2010/03/29/admobs-february-2010-metrics-examine-the-use-of-smartphones-feature-http://arstechnica.com/apple/news/2010/03/iphone-os-still-dominates-mobile-web-android-on-the-way-up.ars

1 in 2 Americans Will Have a Smartphone

by Christmas 2011

from Original Signal

If you're not ready to bid farewell to the feature phone just yet, you might want to start preparing your goodbyes Nielsen today said that by the end of 2011, smartphones will overtake feature phones up from a mere 10% in early 2008.

75%

What do we need to do?

ACTION!

we = ?

Step 1:

What kind of mobile

experience are you creating?

1) Mobile First

2) Content

3) Application or ecommerce 4) Entertainment

First Step in your mobile plan:

What app/site are you building?

1) Are you

creating a

mobile first

solution?

A solution that first exists

to fill a mobile need, or is more valuable on a

mobile device.

1) Are you

creating a

mobile first

solution?

http://www.biggu.com/

quick notes

» Start with a native application

» Hit all major platforms (including web)

» Be prepared to hire mobile experts

» Market the app stores

» Watch new devices as released

2) Taking your

Mostly text, or photos -

very little “application style” interactions.

2) Taking your

Usablenet's mobile platform, Usablenet Mobile (UM), is a fully managed service that extends a company's web site (or other source) functionality and content to a

customized, dynamic, mobile view Usablenet Mobile dynamically builds each mobile page based on the exact capabilities ofthe mobile phone accessing the client’s site.

To see the new mobile version, just go to

techcrunch.com on any touch-screen mobile device We’ll be adding full support for non-

touchscreen models soon.

http://techcrunch.com/2010/03/17/techcrunch-mobile/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Techcrunch+(TechCrunch)

quick notes

» Evaluate your internal skillsets

» Research value to go mobile

» Find out what devices your readers have

» Research different development options

(mobile stylesheets, on-the-fly optimization, custom development )

3) Moving desktop/web

applications (or ecommerce)

to mobile?

Taking an interactive application or site

and moving it to a

mobile platform.

3) Moving desktop/web

applications (or ecommerce)

to mobile?

“Since we’re talking about an app for a phone,

we might as well take advantage

of voice.”

http://37signals.com/svn/posts/2234-launch-highrise-for-iphone

4) Going for

Games, sound or video experiences, that need deep phone integration and high fidelity

graphics.

4) Going for

quick notes

» Learn the pricing/gaming of the app stores

» Be prepared to create native applications

» Design matters!

» Watch your reviews

“UI, Timing, Luck, and Features”

Mobile plan

1) Mobile First 2) Content

3) Application or ecommerce 4) Entertainment

What type of experience are you creating?

Time to get into

design the process

Step 2:

Don’t forget your process!

What needs to go mobile?

quick answer

Amazon example

“Good mobile apps focus on a few important tasks Resist the temptation to make all the

features of your main site into the ones that are most critical for mobile.”

http://www.lukew.com/ff/entry.asp?1028&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+FunctioningForm+(LukeW+Ideation+%2B+Design)

Joe Marini's Designing and Developing for the Rich Mobile Web presentation at Microsoft's MIX10 conference

Who are our mobile users?

goal vs leisure

“I need to find a pizza joint”

“I’m just playing around”

http://www.bbc.co.uk/blogs/bbcinternet/2010/02/bbc_online_our_mobile_future.html

goal leisure

leisure mix

“only”

goal leisure

leisure mix

“only”

What are our users using?

?

analytics

http://bango.com/mobileanalytics/default.aspx

http://arstechnica.com/apple/news/2010/03/iphone-os-still-dominates-mobile-web-android-on-the-way-up.ars

Business Users?

International Audience? Targeted Companies?

How do you Design for mobile?

Free Printable Sketching, Wireframing and Note-Taking PDF Templates

http://www.uistencils.com/products/iphone-stencil-kit

http://www.teehanlax.com/blog/2009/06/18/iphone-gui-psd-30/

learn mobile ui

http://www.smashingmagazine.com/2010/03/11/forms-on-mobile-devices-modern-solutions/

try, play, use

Finger Mouse

Mobile plan

A Touch, click, scroll, or tap?

B Get the devices

C Homework: Try everything!

How to design for mobile?

What devices do we need to focus on?

The devices your users have

analytics FTW!

If you currently have users

Data from current users muddling through your desktop site

http://www.bbc.co.uk/blogs/bbcinternet/2010/02/bbc_online_our_mobile_future.html

“Now, for a growing majority of mobile strategies that

don’t require a global presence on widely varying devices, the discussion begins with iPhone [ ] And iPad app may soon replace iPhone app as the starting point.

Frankly, as the adoption rate of iPhone increases and

if iPad follows suit, it will become increasingly difficult

to argue in favor of a starting point other than iPhone

OS The NPR iPad app, for one, provides a much more pleasant user experience than NPR.org.”

http://cameronmoll.tumblr.com/post/498950232/the-mobile-web-vs-the-objective-c-web

- Cameron Moll

1st

A) mobile first

B) $$$

C) Super Developers

but, remember

?

75%

HTML5 HTML5 HTML5

Mobile plan

A Check your analytics

B Survey your users

What devices do we focus on?

What technologies do we use?

1) This

is hard!

2) Native

is better

Today’s World :

Native iPhone: Object-C

Native Android: Java

Native BlackBerry: Java

Native Palm: WebOS

Native Windows Phone: Silverlight

Flash Lite / Flash iPhone

HTML5 / CSS3

Let’s focus on this

» PhoneGap

» Etc

Most useful for

HTML5 / CSS3

Here are the pros of web app development:

» Web developers can use their current authoring tools.

» You can use your current web design and

development skills.

» You are not limited to developing on the Mac OS.

» Your app will run on any device that has a web

browser.

» You can fix bugs in real time.

» The development cycle is fast.

http://building-iphone-apps.labs.oreilly.com/ch01.html#ch01_id35931969

HTML5 / CSS3

Here are the pros of web app development:

» Almost a silver bullet for “One Web”

» Works with URLs (you.com) or app stores (via phonegap, etc )

» Highly skinable to different colors/designs

» Quick to prototype

HTML5 / CSS3

Here are the cons of web app development:

» You cannot access the all cool hardware features

of the phone.

» You have to roll your own payment system if you

want to charge for the app.

» It can be difficult to achieve sophisticated UI

effects.

They’re fixing these

http://building-iphone-apps.labs.oreilly.com/ch01.html#ch01_id35931969

“It's a web app, but it doesn't feel like a web app”

http://www.tuaw.com/2010/04/09/adlib-apples-secret-web-app-weapon/

http://www.iphoneuserguide.com/apple/2010/04/09/iphone3g/apples-iad-service-is-entirely-html5/

http://phonegap.com/projects

Mobile plan

A Is native a must?

B What type of developers

do you have access to?

C Can something like

HTML5 work with your users/devices?

What technologies do we use?

Decision Time!

Application or ecommerce

Feature A

Feature B

Feature C

Application? Yes Multiple Platforms? Yes

No

Audio, video, or camera needed?

No

Yes

Does in need to

be available in the app stores?

Native app needed

No Web based

app

Trends

The company [Yahoo] is also going to target local search because it believes it can leverage the intimacy of a user’s location to deliver better results All the major players are doing this, but Yahoo is showing some innovation with things like

MOBILE GAMING

http://mashable.com/2010/03/23/ipad-psp-ds-games/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+(Mashable)

Big iPhone?

revised their shipping forecasts for the iPad, and they now expect to ship 8-10 million devices by the end of 2010.

http://mashable.com/2010/03/29/apple-10-million-ipads/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+(Mashable)

iPAD

http://www.intomobile.com/2010/04/09/ipad-infographic-shows-app-breakdown-ipad-usage-and-regional-adoption-with-cool-visuals.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+IntoMobile+(IntoMobile)

450,000

3.5 million apps

http://www.readwriteweb.com/start/2010/04/why-you-need-to-be-developing-for-the-ipad-right-now.php

WINDOWS PHONE 7

» Two screen sizes: 800x480 and 480x320

» Native apps built in Silverlight

» Browser is based on IE7 (could have

elements of IE8?)

» Out by Christmas

What we know

http://www.engadget.com/2010/03/15/windows-phone-7-series-will-be-wvga-at-launch-hvga-later/

FLASH ON MOBILE

Adobe essentially says Steve Jobs is a business-killing jerk (Update: “Go screw yourself Apple”)

HTML5

@jeremyjohnson

jeremyjohnsononline.com