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Digital Workshop 2 - Rod Farmer: Multi Screen, Multi Device – Emerging Mobile Trends
 

Digital Workshop 2 - Rod Farmer: Multi Screen, Multi Device – Emerging Mobile Trends

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    Digital Workshop 2 - Rod Farmer: Multi Screen, Multi Device – Emerging Mobile Trends Digital Workshop 2 - Rod Farmer: Multi Screen, Multi Device – Emerging Mobile Trends Presentation Transcript

    • @rodfarmer
    • WHAT I’LL BECOVERING TODAY ... - Brief introductions - Moving beyond mobile strategy - Cross-channel design to delivery - How design can deliver business value - Real-world case studies
    • ABOUT MEMOBILE EXPERIENCE
    • ME? MOBILE USER EXPERIENCE GUYFOR PAST 10 YEARS
    • MOBILE EXPERIENCE - MOBILE UX CONSULTANCYRESEARCH, STRATEGY & DESIGN
    • JUST A FEW OF OUR WONDERFUL CLIENTS
    • BASED IN SYDNEYWHICH ISN’T A BAD PLACE TO WORK
    • RECENTLY ESTABLISHED IN MELBOURNEWINTER WASN’T IDEAL TIMING ....
    • TALKING TO YOU ABOUT MOBILE
    • AND I COULD PRESENT LOADS OF STATS Download: Australian Online Landscape 2012. Nielsen AU
    • BUT WE GET IT, RIGHT? WEKNOW MOBILE IS BIG
    • I’M KEEN TO DISCUSS ‘MOBILITY’
    • BECAUSE WE LIVE IN A HYPER-CONNECTED WORLD
    • ASIA-PAC IS A HIGHLY SOPHISTICATED COMMUNITY
    • WE ARE HIGHLY CONNECTED CONSUMERS 2.6 million Australians now own tablets. This will increase to 6 million by 2015. 61% 46% Australian use the internet on their owned smartphones in mid-2011. So, almost 1/3 smartphone daily (49% multiple times each of Australians are smartphone owning daily day). internet users.
    • MOBILE IS NOT A SECONDARY CHANNEL
    • AVERAGE IPAD OWNER HAS 4 ACTIVELY CONNECTEDPORTABLE DEVICES.
    • AND IT’S NOT JUST ABOUT HANDSETS ...OR TABLETS
    • REAL COST OF DEVELOPINGMOBILE SERVICES
    • COST OF SIMPLE MOBILE APPSSimple App Native Hybrid Mobile Web iPhone $32,639 $36,719 $24,479 iPad $48,959 $45,899 $30,599 Android $57,118 $73,438 $48,959 Honeycomb $65,278 $73,438 $48,959 Blackberry $97,917 $110,157 $73,438 Total $301,911 $339,650 $226,433 Source: Brian Fling, 20122What’s included4 weeks, 2 features, design through implementation
    • COST OF COMPLEX MOBILE APPS Complex App Native Hybrid Mobile Web iPhone $163,200 $183,600 $122,400 iPad $244,800 $229,500 $153,000 Android $285,600 $367,200 $244,800 Honeycomb $326,400 $367,200 $244,800 Blackberry $489,600 $550,800 $367,200 Total $1,509,600 $1,698,300 $1,132,200 Source: Brian Fling, 20122What’s included12 weeks, 4-8 features, design through implementation
    • MOBILE WEB VS HYBRID VS NATIVE NB: Many platforms, many approaches It’s AND not OR There are multiple techniques for allowing customers to access your content and services. Most businesses will require a combination
    • CONSIDER PURPOSE AND USAGE Discovery. Interaction. Flow 1. Universal apps 2. Native apps 3. Native hybrid apps 4. HTML5 hybrid apps 5. Responsive web apps 6. Mobile web apps 7. Desktop web apps 8. Responsive web design 9. Desktop web site 10. Mobile web site List by Brian Fling
    • DESIRABLE. FEASIBLE. VIABLE ?
    • DESIRABLE. FEASIBLE. VIABLE ?
    • WE RUSH INTO FEATURES AND BUILD
    • WE RUSH INTO FEATURES AND BUILD- 80% errors related back to requirements and design phases- 80% of actual cost in maintenance- 10:1, cost of fixing in maintenance versus requirements/design
    • DESIGN IS HOW YOU COMMUNICATE WITH YOUR USERSRESEARCH WILL HELP YOU UNDERSTAND WHAT TO SAY “For most organisations, your customers will appreciate the value in your product or service through clearly differentiated experiences, not features.”
    • PEAK-END RULE Customers judge a product/service based on their most intense (last) experience. Especially in mobile “You only get one bite at the apple.”
    • UNDERSTAND THE CUSTOMER EXPERIENCE
    • Lean Back MobileIn Lean Back mode the user is In transit the preferred devicespredominantly relaxed and passive. are small, handy and mobile. TheThe interaction with the device is duration of mobile device use isintermittent, temporary and not relatively short and intermittent.sustained. A mobile situation occurs on the go, between start and finish of a change of location. E S US IT UA OF TIO MODE NLean Forward StationaryIn Lean Forward mode the user The use of devices or theacts predominantly concentrated situation respectively are bound EN VIRONMENTand active. Their interaction with to a stationary location.the device is largely uninterruptedand sustained.Private Work place Public Space In transitA private environment and The work place largely has no The public space is generally Whenever you are movinggenerally all private situations or only limited accessibility to accessible to everybody. between two places you areare not accessible to outside persons and strangers. Everyone can participate in a in transit (change of locationoutsiders or strangers. situation. It is not private. from A to B). Courtesy: Wolfram Nagel
    • EXPERIENCES ARE RARELY SINGULAR
    • MADE UP OF A SERIES OF INTERACTIONS Potential detractors Potential delighters
    • IN SUMMARY ... “DEVELOPING A MOBILE APPLICATION IS NOT A MOBILE STRATEGY”
    • RATHER ... “DESIGNING TO DELIVER VALUE ACROSS DEVICES IS CRITICAL”
    • FOCUS ON VALUE THROUGHOUT THE ORGANISATION VALUE = DELIGHTERS - DETRACTORS COST
    • TOWARDS MULTI-DEVICEEXPERIENCE STRATEGY
    • CAN WE STILL TALK ABOUT MOBILE STRATEGIES?
    • WHAT DOES IT MEAN TO BE MOBILE?
    • STATIONARY BUT IN TRANSIT?
    • PORTABLE BUT STATIONARY?
    • SMALL SCREEN AND ON THE MOVE?
    • SMALL SCREEN AND STATIONARY?
    • IS MOBILE JUST BEING PORTABLE?
    • AND IF SO, IS THIS MOBILE?
    • THE DEVICE IS JUST A LENS THROUGHTO AN EXPERIENCE
    • SO PERHAPS WE NEED TO REDEFINE WHAT WEMEAN BY MOBILE STRATEGY
    • IT’S ABOUT UNDERSTANDING THE SERIES OFINTERACTIONS THAT CONSTITUTE AN EXPERIENCE “ Creating remarkable mobile experiences means understanding that true value only exists at the point of interaction where the service is produced and consumed at the same time. ” - Mobile Experience
    • MOBILE EXPERIENCES DON’T EXIST IN A VACCUUM
    • MOBILE EXPERIENCES DON’T EXIST IN A VACCUUM- Understand “situation” not just context in design- Understand relationships between devices- Understand and design for end-to-end interactions
    • THIS IS REFLECTED IN RECENT SHIFTS IN RESEARCH & DESIGN FRAMEWORKS z) s 7M h u ter @4 .7 mp U Co le CP .au pp tel om t A (In t.c sed a sed nec u ent um lea on st gn r re – c e” f ir ch ces mo m De si pu te SP c n I erien aun rfa s le m ia e rel )su ain nab Co ral xp ogl rds (re ng ai nal ust r E bo om Go rst Wo 2.0 esi g ust rso t A “Use of bu Ad eb rS f ir s m m m eD o Pe t.c o nch t.c o ogl e m W rvic s hf IBM The Ter Do Lau Do Go Ter Se Pu 81 94 995 99 98 01 02 04 00 8 09 19 19 1 19 19 20 20 20 2 20Key momentsTrends Usability lab test Remote usability testing Contextual research The growth of PC The new UX community CCD goes mainstream Design for social The rise of service design Mobile web and apps The advance in personal computing The web brought together graphic An increasing emphasis is placed Social media and social network CCD starting to be used more The launch of i-Phone Strategic design thinking moved human computer interaction designers, information architects, on the importance of including the takes off. Designers forced to significantly to help craft revolutionised the use the web from an engineering discipline to the usability engineersand marketing. customers as both a source of consider the social nature of the end-to-end, multi-channel mobile and touch and gesture everyday realm. information and a partner in web and multi sided conversations. customer experiences. based interface. creative design . Service design (end-to-end experience) 1981-94 1995-99 2000-03 2004-05 2006-08 2009-10
    • THIS IS REFLECTED IN RECENT SHIFTS IN RESEARCH & DESIGN FRAMEWORKS z) s 7M h u ter @4 .7 mp U Co le CP .au pp tel om t A (In t.c sed a sed nec u ent um lea on st gn r re – c e” f ir ch ces mo m De si pu te SP c n I erien aun rfa s le m ia e rel )su ain nab Co ral xp ogl rds (re ng ai nal ust r E bo om Go rst Wo 2.0 esi g ust rso t A “Use of bu Ad eb rS f ir s m m m eD o Pe t.c o nch t.c o ogl e m W rvic s hf IBM The Ter Do Lau Do Go Ter Se Pu 81 94 995 99 98 01 02 04 00 8 09 19 19 1 19 19 20 20 20 2 20Key momentsTrends Usability lab test Remote usability testing Contextual research The growth of PC The new UX community CCD goes mainstream Design for social The rise of service design Mobile web and apps The advance in personal computing The web brought together graphic An increasing emphasis is placed Social media and social network CCD starting to be used more The launch of i-Phone Strategic design thinking moved human computer interaction designers, information architects, on the importance of including the takes off. Designers forced to significantly to help craft revolutionised the use the web from an engineering discipline to the usability engineersand marketing. customers as both a source of consider the social nature of the end-to-end, multi-channel mobile and touch and gesture everyday realm. information and a partner in web and multi sided conversations. customer experiences. based interface. creative design . Service design (end-to-end experience) 1981-94 1995-99 2000-03 2004-05 2006-08 2009-10
    • FROM UI TO SERVICES, MOBILE TO MULTI-DEVICE nt um me gn un ch ces mo esi a rfa s eD rel )su ain abl ords (re ng ain rst .0 sig ust bu dW b2 De rS om eA We ice fo t.c ogl rm erv sh Do Go Te 8S Pu01 02 04 0 09 20 20 20 20 Usability lab test Remote usability testing Contextual researchmainstream Design for social The rise of service design Mobile web and apps g emphasis is placed Social media and social network CCD starting to be used more The launch of i-Phone Strategic design thinkingrtance of including the takes off. Designers forced to significantly to help craft revolutionised the use the web s both a source of consider the social nature of the end-to-end, multi-channel mobile and touch and gesture and a partner in web and multi sided conversations. customer experiences. based interface. ign . Service design (end-to-end experience)0-03 2004-05 2006-08 2009-10
    • EVOLUTION IN MULTI-CHANNEL DESIGN
    • A MULTI-DEVICE EXPERIENCE STRATEGY ... “ Identifies the set of activities from a user’s perspective that an organisation needs to undertake in order to deliver a series of consistent and meaningful interactions across devices, and whose design is true to each device, context and usage. ”
    • AND THIS IS SOMETHING WE CALLCONTINUOUS EXPERIENCES Continuous Experiences are supported by integrated services across devices whose design is true to each devices size, interaction & usage.
    • A CONTINUOUS EXPERIENCE
    • A CONTINUOUS EXPERIENCE- Is situated- Is distributed, yet coherent- Is compensatory and complimentary- Is familiar and conversational- Is synchronised, and hopefully seamless- Is respectful and personal
    • MULTI-DEVICE EXPERIENCEDESIGN PRINCIPLES
    • “CREATE A CONCEPTUAL MODEL1 OF CUSTOMER RELATIONSHIPS”
    • key value customer activities proposition relationships key customerpartners segments cost revenuestructure key streams resources channels images by JAM
    • RESEARCHING CONTEXT OF USE
    • WE FOLLOWED TRAVELLERS ACROSS AUSTRALIA
    • WE SHADOWED TRAVELLERS WITH MOBILES
    • AND THOSE WHO USED KIOSKS AND SERVICE DESKS
    • WE SHADOWED AIRPORT SERVICE MANAGERS
    • WATCHED HOW PEOPLE USED THEIR TIME BEFORE BOARDING
    • REACTED TO SCHEDULE CHANGES
    • AND LOOKED AT SERVICE STAFF AT EASE
    • AND UNDER STRESS DURING DISRUPTIONS
    • WE SAW HOW LACK OFTIMELY, PERSONALISED INFORMATION
    • CREATED FEAR AND SAW PEOPLE ‘CAMPING OUT’
    • AND HOW UNINFORMED PASSENGERSARRIVED AND ADDED TO THE CHAOS
    • AND WHEN ALL WAS SAID AND DONE,WE CONDUCTED AT HOME INTERVIEWS
    • THEN THERE WAS JAPAN ...
    • NOT RESTRICTED TO SMARTPHONES GALAPAGOS PHONE USAGE
    • WASN’T ALL WORK :-)
    • CREATING CONCEPTUAL MODELS:MAPPING DEVICE ROLES TO JOURNEYS BUILD PERSONALISEPLANNING/BOOKING(EXECUTION) / PRICE SWITCHER- PROMOTE LOWEST PRICE REMIND LEARN ASSIST TAILOR SUGGEST ALERT AUGMENT PROMOTE DREAMING TRAVELLING (ATTRACTION) / VALUE SEEKER ASSIST ME / (RETENTION) - SELL ACCESSIBILITY - GROW THE CUSTOMER
    • “WITHOUT A MAP, YOU DON’T2 KNOW WHERE YOU’RE GOING”
    • MAPPING OUT A MULTI-DEVICE FRAMEWORK
    • EXAMPLE RESULT OF EXPERIENCE MAPPING Research Purchase Set-up Use Manage Troubleshoot Exit I want to ... I want to ... I want to ... I want to ... I want to ... I want to ... I want to ... Find Subscribe to Show/retrieve Get Cancel Create a profile Search for something what’s out there something something something fixed something Have my questions Buy Register for Browse through Monitor Get an Sign out answered something one-off something something usage/cost answer Try Select Monitor my Understand something Pay a bill Authenticate something usage/cost something out Change Discover Gift Read/watch/listen to/ Personalise settings/ new stuff something look at something preferences Find something Play with/learn good for me something Compare things Download something Find something Flag/ better than what favourite/bookmark I have something
    • al ov pr ap n io et pl m co b jo ive ce Re t is kl ec ch n tio la al st in e et pl om C t ke tic le ub tro i se ra o lt al C n tio ec nn co st Te n tio ca lo e at tiv ac o lt al C t en pm ui eq & gMAP OUT THE CURRENT SITUATION lin ab lc al st In al ov pr ap e ot qu ive ce Re e ot l qu al st in om st cu or lf al C er om st cu ith w b jo u ss sc Di n io at oc ll al st in at e riv Ar t lis b jo w vie Re
    • g t in ra n io ct fa tis sa er om st cu al et ov G pr ap n io et pl m co b jo ive ce Re t ke tic le ub tro it bm Su n tio ec nn Installation checklist co st Te n tio ca lo e at tiv acMAP OUT MULTI-DEVICE ENHANCEMENTS o tt es qu Re t en pm ui eq & g in bl l ca al st In l va p ro ap e ot qu ive ce l Re al st in om st cu or tf es qu re it bm Su er om st cu ith w b jo s us sc Di n tio ca lo ll ta i ns at e riv Ar t lis b jo w vie Re
    • “IT’S A FAMILY NOT A CLONE3 FACTORY”
    • EXAMPLE: EVERNOTE
    • EXAMPLE: EVERNOTE- Familiar design language across devices- Device-specific feature sets- Promotes the unique capabilities of each channel- Synchronisation across devices- Respects personal preferences- Complimentary and compensatory data capture/input
    • FAMILIARITY: UNIVERSAL DESIGN LANGUAGE
    • SMARTPHONE CONCEPTSWALL WALK STORIES WITHCONCEPTS ON EACH DEVICESTORY WALL IPAD CONCEPTS
    • MULTI-DEVICE EXPERIENCES NEED ADESIGN LANGUAGE
    • WINDOWS 8 AND METRO Design Principles -Light, Clean, Open, Fast -Content, not Chrome -Typography -Motion -Authentically Digital
    • WINDOWS 8 AND METRO
    • “A CLEAR VISION CAN REDUCE4 FUTURE TECHNOLOGY DEBT”
    • SET A CLEAR EXPERIENCE VISION Spec Spec Spec Spec Spec Spec Spec Spec Spec Spec Spec Spec Spec Spec Spec Spec Flow Flow Flow Flow Flow Flow Flow Flow Guideline Guideline Guideline Guideline Principle Principle Experience Vision
    • THIS IS THE ROLE OF A FRAMEWORKTerm Articulates Definition ExampleVision Intent What we stand for. We treat our customers with respect ✓ Correct experienceFramework Strategy How we plan to get there. Customer-centered design ✓ Continuous experience (towards)Principles Behaviour How we normally act Conform with user expectations (cultural) ✓ Consistent approach (focus)Guidelines Conventions How context affects our actions. Negative/Backward is left; Affirmative/Forward is right ✓ Coherent feel (examples)Specifications Detail What we end up doing. Continue button to the right ✓ Consistent look
    • CREATE A SERVICE DELIVERY LANGUAGE Application Layer Access Tier Distribution Channel Content Content Content Caching Native Production Storage Selection Application Content Content Content Page View HTTP(s) Editing & Hybrid Transcoding Access Generation Delivery Publishing Application HTML Client Side Lite Device Templating Device Detection Browser BasedAuthoring & Publishing CapabilitiesEnterprise GUI Layout Enterprise Frameworks Access Layer Services Javascript Frameworks API Integration Introduce a common Layer language Business LogicExternal Services Divide and conquer the APIs problem domain Focus on cross-team capability generation
    • SO HERE’S AQUICK RECAP ... - Reduce costs by mapping customer behaviour - You need to think multi-device, not mobile - Establish a clear business/design vision - Build a conceptual model of how your customers interact with your products and services - A design language is essential - Frameworks encourage organisational collaboration and reduce future technical debt
    • AND IF ALL THIS SEEMS ALITTLE OVERWHELMING ...