The trouble with context


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The trouble with context

  1. 1. the trouble with context... presented at IA Konferenz, 2011
  2. 2. things used to beremarkably simple...
  3. 3. public space distractions location? designing for mobile meant understanding the ‘mobile context’ limited aention glanceable? one hand tiny screen tedious input personal
  4. 4. ...long day only one hour leftoh no...forgot to go to the bank need a quick break ...its impact on motivation
  5. 5. playing a game finding a bank nearby sending a textchecking the time of the next bus ...and on behaviour
  6. 6. so mobile design guidelines, went something like this...
  7. 7. “ Context is King: circumstances or conditions that surround a person, place or thing. Content is of little value if it does not address the context of where you are. - Cameron Moll, SXSW, 2007
  8. 8. “ Google (2007) breaks down mobile users into three behaviour groups: A. "Repetitive now" B. "Bored now" C. "Urgent now"
  9. 9. “ Mobile user: typically on the go in an unpredictable environment, interested in quick glanceable information, focused on discrete individual tasks, is often distracted. - Joe Marini @ MIX 2010
  10. 10. lately however,we have a problem...
  11. 11. cues and guidelines that were important logical just a fewyears months ago are still useful...but no longer reliable
  12. 12. statements such as these are becoming far more common
  13. 13. “ i love it! nice and clean look, easy to navigate and easy to read. well done! but...can you put a bit more news on there?Source: Comments from readers regarding The Guardian’s new mobile web site
  14. 14. “ There should be a text only version of the (desktop) site for those of us who dont like the business of the main site.Source: User talking about his habit of using the mobile Guardian site on his PC
  15. 15. “ users want to see our menu, hours, and delivery number...(but)...desktop users definitely want to see this one megabyte PNG of somebody smiling at a salad. ...for fun, Google “Women Laughing Alone With Salad”Source: SitePoint Podcast: Responsive web design with Jeremy Keith
  16. 16. “ I’m definitely moving, I’m in a car. I’m going to look at your website. This doesn’t mean my intent is to find an address, or quickly use a news site... Context can’t predict the way a user is going to use the site. Mind reading is no way to base fundamental content decisions.Source: Mark Kirby, The mobile context
  17. 17. so why this change? and what does it all mean?
  18. 18. <historical interlude>
  19. 19. free platforms+ low cost components= a perfect storm
  20. 20. a free operating system (Android) dual core ARM 9 @ 416MHz2G GSM/EDGE 2.8” QVGA resistive touch screen 2MP camera GPS WIFI and BlueTooth silicon+ web browser= <$90 components + plastic case Actions-Semi, MTK, TongXinDa , Rockchip... ~4 weeks to market!
  21. 21. despite this growth smartphones are not yet the majority 23%Global smartphone penetration is only 23%...
  22. 22. but the featurephone of today isthe smartphone of two years ago...
  23. 23. and (most of) the rest can easily install one 85% of new handsets now include a web browserSource: Tomi Ahonen Consulting
  24. 24. but connected devices aren’t just small
  25. 25. they’re whatever shape we need them to be
  26. 26. “One of the interesting estimates is that there areabout 35 billion devices connected to the Internet.Soon, there will be so many that we’ll stopcounting.- Eric Schmidt, Google
  27. 27. ...which brings us to the present</historical interlude> even beer than cake... they spent about an hour staring like this...
  28. 28. “The most profound technologies are thosethat disappear. They weave themselves intothe fabric of everyday life until they areindistinguishable from it.- Mark Weiser (1991)
  29. 29. 77% of the planet owns a mobile devicesor 5.3 billion at the end of 2010 – U.N. Telecommunications Agency,
  30. 30. 1.3 billion already use the ‘mobile internet’...includes WAP and ‘real web’ via Tomi Ahonen Consulting
  31. 31. ...and for 1/3 of us, a mobile device is the only access point Russia 19% UK 22% China 22% USA 25% India 59% 25% of Egypt 70% American’s don’t use the 2-3GB home ADSL Internet at all data ~$100/mth, ~$2/mth PAYG unlimited mobile data ~$17/mth Indonesia 44% S. Africa 57%Based on “Users who never or infrequently use the desktop web”, Source: On Device Research, Dec 2010Related: Opera mobile-only study specific to India (May 2011) and NY Times article on lack of Internet access in rural America (Feb 2011)
  32. 32. Were in a world of one line of connectivity. Thats us. You see...we dont have to "go" to the internet any more. Mitch Joel, TedX Montreal
  33. 33. this is having a dramatic impact onour behaviour and our expectations...
  34. 34. using the internetis no longer “an activity”...
  35. 35. envir onme n t focused user privacyreliablenetworkunlimited data with a fairly specific context comfy chair full-sized keyboard work surface reliable power source
  36. 36. ...people reach for the internet using whatever device makes sense to them at that time
  37. 37. “ ...[the Kindle browser] is somewhat slow but it definitely works, in fact my teen daughter uses hers constantly...among other things she uses it to keep in touch with her friends. People discussing the Kindle browser on a message board
  38. 38. “ ...the mobile internet is more convenient than my home connection... say 30% of respondents - Yahoo/Nielsen Mobile Shopping PDF
  39. 39. the traditional ‘mobile context’ is still valid...
  40. 40. 80% use mobile during miscellaneous downtime...Source: Compete quarterly smartphone report, Jan 2010
  41. 41. 80% use mobile while waiting in line or for an appointment...Source: Compete quarterly smartphone report, Jan 2010
  42. 42. but the device and the context no longer go hand-in-hand
  43. 43. mobile is increasingly being combined with longer or completely ‘non-mobile’ activities...
  44. 44. 62% use mobile while watching TVSource: Compete quarterly smartphone report, Jan 2010
  45. 45. 69% use mobile for point of sale research while shoppingSource: Compete quarterly smartphone report, Jan 2010
  46. 46. and mobile is also used to time-shift59% ...and follow upsometimes on the PCvisit a siteon mobile Source: Yahoo mobile shopping framework study
  47. 47. 34%visit a site on and follow-up on mobilethe PC Source: Yahoo mobile shopping framework study
  48. 48. Research on smartphone,67% then buy in store. and so on... Research on smartphone,23% then visit store to check product out, then buy on PC. Research on smartphone,16% then visit store to check product out, then buy on smartphone. Visit store, then buy9% on smartphone. Source: The mobile movement study, Google
  49. 49. ...facilitating completion of larger tasks“The most expensive item sold via eBay’smobile app was a 1985 Piper PA-46-310PMalibu airplane for $265,000.“ src: Mashable
  50. 50. “The largest purchase on the M&S mobileweb site last Christmas was two sofascosting over £3000 ($5000)“ src: Marketing Week and important life decisions...
  51. 51. “ With current growth rates, Web access by people on the move—via laptops and smart mobile devices— is likely to exceed web access from desktop computers within the next five years....or by 2015 - Source: ITU vis mobiThinking
  52. 52. public space distractions so while this is (still) ‘mobile’... limited aention glanceable? one hand simple? tedious input personal
  53. 53. environment reliable network focused user unlimited data full-sized it’s now also this... keyboard privacycomfy work surface chair reliable power source
  54. 54. focused user 1hr train ride privacy reliable network? comfy unlimited wi ? chair two handsreliable power source? and this...
  55. 55. comfy chair privacy one handreliable power prone to source interruptions gravity and maybe some of this?
  56. 56. being mobile it’s not just about... your type of device... your location...your intent... how long you’ve be there your bandwidth...
  57. 57. features it’s just one of the many ingredients in our new reality...constraints mental expectations models magic? opportunities familiarity reach responsibility accessibility
  58. 58. and hopefullya new way of thinking
  59. 59. maybe what has been actual is actually...not normal
  60. 60. ...our mental models around ‘mobile’ (and the web)and a great many other things
  61. 61. display size/width are1440 mere a historical accident... 1280 1024 512 x 342 1024 x 768 800 640 320 x 480 512 240 x 320 240 1984 1990 1994 1998 2004 2007
  62. 62. display size/width public displays 32 and will continue to shift ???? 1920 1024 x 768 1920 x 1080 1440 1280 600 x 1024 1024 768 x 1024 ???? 800 640 240 1990 1994 1998 2004 2007 2011 201
  63. 63. creating new cultural norms“Sir, we’ll be landing soon. Could you please shut off your book?”- Flight attendant, April 2011
  64. 64. until very soonwhat was familiar to some...
  65. 65. pico-projector will be unrecognisable to others
  66. 66. “For kids like my 13 year-old, theboundaries between the internet andlife are so porous as to be meaningless.“Comment on the Guardian web site
  67. 67. thank you hello@yiibu.com 2 of The trouble with contextcan be found in Beyond the mobile web(starting on slide 62)
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