The wild west of mobile August 20, 2008
The Western Expansion <ul><li>In 1803, Andrew Jackson effects the Louisiana Purchase from France </li></ul><ul><li>Suddenl...
The Western Expansion
The Western Expansion
The Western Expansion
The Mobile Expansion
Go West, Young Brand - Overview <ul><li>Mobile Landscape </li></ul><ul><ul><li>User </li></ul></ul><ul><ul><li>Carrier </l...
The mobile landscape: End Users The mobile landscape: End Users
Mobile – there’s gold in them hills! <ul><li>7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively </li></ul>
Mobile – there’s gold in them hills! <ul><li>7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively </li></u...
Mobile – there’s gold in them hills! <ul><li>7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively </li></u...
Mobile – there’s gold in them hills! <ul><li>7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively </li></u...
Mobile – there’s gold in them hills! <ul><li>7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively </li></u...
Mobile – there’s gold in them hills! <ul><li>7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively </li></u...
The market is almost saturated
But there is still room for meaningful growth <ul><li>17% increase in smartphones (up from 10% in 2007) </li></ul>
But there is still room for meaningful growth <ul><li>17% increase in smartphones (up from 10% in 2007) </li></ul><ul><li>...
But there is still room for meaningful growth <ul><li>17% increase in smartphones (up from 10% in 2007) </li></ul><ul><li>...
But there is still room for meaningful growth <ul><li>17% increase in smartphones (up from 10% in 2007) </li></ul><ul><li>...
But there is still room for meaningful growth <ul><li>17% increase in smartphones (up from 10% in 2007) </li></ul><ul><li>...
User sophistication is a barrier to adoption <ul><ul><li>There is a discrepancy in the number of web-enabled phones in cir...
User sophistication is a barrier to adoption <ul><ul><li>There is a discrepancy in the number of web-enabled phones in cir...
User sophistication is a barrier to adoption <ul><ul><li>There is a discrepancy in the number of web-enabled phones in cir...
The mobile landscape: The Carriers The mobile landscape: The Carriers
<ul><ul><li>Consumers don’t like or trust the carriers.  </li></ul></ul><ul><ul><li>They switch plans quickly. </li></ul><...
<ul><ul><li>To minimize churn, carriers are offering unlimited plans. </li></ul></ul><ul><ul><li>This opens new horizons f...
Data is Clearly Becoming King <ul><li>While voice ARPU continues its march downward… </li></ul><ul><li>… users’ appetite f...
Many Platforms, Many Phones
Caution:  Net Neutrality <ul><li>Carriers want to retain control </li></ul>
Caution:  Net Neutrality <ul><li>Carriers want to retain control </li></ul><ul><li>Brands need their permission </li></ul>
Caution:  Net Neutrality <ul><li>Carriers want to retain control </li></ul><ul><li>Brands need their permission </li></ul>...
The mobile landscape: The Marketers The mobile landscape: The Marketers
Some major prospectors: Text Advertising <ul><li>Major brands adopting and pushing forward in many verticals </li></ul><ul...
Some major prospectors: Transactional <ul><li>Major brands adopting and pushing forward in many verticals </li></ul><ul><u...
Some major prospectors: Transactional <ul><li>Major brands adopting and pushing forward in many verticals </li></ul><ul><u...
Some major prospectors: Social <ul><li>Major brands adopting and pushing forward in many verticals </li></ul><ul><ul><li>O...
Caution: Rapid Change
The bar is raised, and the game is changed The bar is raised, and the game is changed
The bar is raised, and the game is changed <ul><li>Phone as fashion accoutrement </li></ul><ul><li>Phone as all purpose di...
And it will open more with Android <ul><li>Rumor:  HTC will be making multiple phones for the Android Platform </li></ul><...
Rich User Experiences are Needed  to Drive the Mobile Phone Market <ul><li>Aside from the experience delivered by the iPho...
But for the Phone to Succeed,  the User Experience Must be Compelling <ul><li>AT&T experienced a sharp rise in subscribers...
The Mobile Device is Destined to be a Jack of All Trades <ul><li>At least 40% of all respondents want utility and interact...
But the cellphone is dead <ul><li>Currently, users seek to use their phone primarily as a communication device and organiz...
The phone is undergoing cultural transformation <ul><li>What is now perceived as a communication tool with other functions...
Case Studies
Mobile and Teens Mobile and Teens
Teens are the biggest mobile users <ul><li>91% of teenagers have a mobile phone </li></ul>
Teens are the biggest mobile users <ul><li>91% of teenagers have a mobile phone </li></ul><ul><li>61% percent prefer using...
Teens are the biggest mobile users <ul><li>91% of teenagers have a mobile phone </li></ul><ul><li>61% percent prefer using...
Teens are the biggest mobile users <ul><li>91% of teenagers have a mobile phone </li></ul><ul><li>61% percent prefer using...
Teens are the biggest mobile users <ul><li>91% of teenagers have a mobile phone </li></ul><ul><li>61% percent prefer using...
It’s a whole new culture out there <ul><li>It’s a (very) different culture </li></ul><ul><ul><li>Different language </li><...
It’s a whole new culture out there <ul><li>It’s a (very) different culture </li></ul><ul><ul><li>Different language </li><...
It’s a whole new culture out there <ul><li>It’s a (very) different culture </li></ul><ul><ul><li>Different language </li><...
Teenagers are savvy consumers <ul><li>Connoisseurs of media consumption </li></ul><ul><ul><li>Smell a fake from a mile awa...
Brands matter, coolness matters too! <ul><li>46% of teens surveyed stay with brands that they like </li></ul>
Brands matter, coolness matters too! <ul><li>46% of teens surveyed stay with brands that they like </li></ul><ul><li>52% f...
Brands matter, coolness matters too! <ul><li>46% of teens surveyed stay with brands that they like </li></ul><ul><li>52% f...
Brands matter, coolness matters too! <ul><li>46% of teens surveyed stay with brands that they like </li></ul><ul><li>52% f...
Brands matter, coolness matters too! <ul><li>46% of teens surveyed stay with brands that they like </li></ul><ul><li>52% f...
Brands matter, coolness matters too! <ul><li>46% of teens surveyed stay with brands that they like </li></ul><ul><li>52% f...
Viral interactions – at the mall <ul><ul><li>Kids use their technology </li></ul></ul><ul><ul><ul><li>48% of US kids will ...
Viral interactions – at the mall <ul><ul><li>Kids use their technology </li></ul></ul><ul><ul><li>Let them do the work </l...
Viral interactions – at the mall <ul><ul><li>Kids use their technology </li></ul></ul><ul><ul><li>Let them do the work </l...
Viral interactions – at a concert <ul><ul><li>Up to 20% of Gwen Stefani’s audience paid 99 cents to send text messages and...
Viral interactions – at a concert <ul><ul><li>Up to 20% of Gwen Stefani’s audience paid 99 cents to send text messages and...
Viral interactions – at a concert <ul><ul><li>Up to 20% of Gwen Stefani’s audience paid 99 cents to send text messages and...
Ringtones <ul><li>Listed on Billboard’s charting since 2004 </li></ul><ul><li>Very appealing to teens </li></ul><ul><ul><l...
Ringtones <ul><li>Caveat Emptor </li></ul><ul><ul><li>Data charges will apply to download </li></ul></ul><ul><ul><li>Even ...
Costs matter greatly to this audience <ul><li>Urban youth pay for their plans, and don’t want to pay out of pocket for som...
Lawyers and Accountants <ul><li>Kids are generally fuzzy about what is free and what isn’t </li></ul><ul><li>When they fin...
Privacy and Security <ul><li>Privacy </li></ul><ul><ul><li>79% don’t want ads on mobile devices </li></ul></ul><ul><ul><li...
User Centric Mobile Design User Centric Mobile Design
What is User Centric Design?
User Research: Make sure your audience is there <ul><li>Within different groups, there are different behaviors </li></ul><...
User Research:  Analyze their phone usage <ul><li>Carriers </li></ul>
User Research: Analyze their phone usage <ul><li>Plans and usage </li></ul>Email Browsing the web SMS
User Research: What kinds of phones do they use? <ul><li>Sophistication </li></ul><ul><li>Operating Systems </li></ul><ul>...
Designing: Optimize for Small Screens <ul><ul><li>Visual design  </li></ul></ul><ul><ul><li>Content modeling  </li></ul></...
Designing: Simplify Interactions <ul><li>Simplify content entry and data manipulation </li></ul><ul><ul><li>Tough to Type ...
Designing: Consider the Context <ul><ul><li>Ever-changing environment </li></ul></ul><ul><ul><li>Sporadic Connectivity </l...
Designing: Design for the Platform <ul><li>Application code impacts battery longevity </li></ul><ul><ul><li>Simple Graphic...
Designing: Speak a language they understand <ul><li>Speak a language they understand </li></ul><ul><ul><li>Icons, menus, a...
Building: Don’t Miniaturize it
Building: Don’t Miniaturize it – Mobilize it!
Building: Pare it down to what’s crucial
Building: And then pare it down again
Building: And then pare it down again
Testing applications for mobile <ul><li>Setup – you don’t have as much control </li></ul><ul><ul><li>Backup phone, charger...
Testing applications for mobile <ul><li>Setup – you don’t have as much control </li></ul><ul><li>Scripts – be flexible </l...
Testing applications for mobile <ul><li>Setup – you don’t have as much control </li></ul><ul><li>Scripts – be flexible </l...
Testing usability with teens <ul><li>They are sometimes intimidated </li></ul><ul><ul><li>Harder to get the truth from the...
Testing usability with teens <ul><li>They are sometimes intimidated </li></ul><ul><li>They are hard to nail down </li></ul...
Testing usability with teens <ul><li>They are sometimes intimidated </li></ul><ul><li>They are hard to nail down </li></ul...
Results from user testing Some Of Our Findings Some of Our Findings
Some findings <ul><li>More sophisticated phone users expect an experience more analogous to the web </li></ul>
Some findings <ul><li>More sophisticated phone users expect an experience more analogous to the web </li></ul><ul><li>Olde...
Some findings <ul><li>More sophisticated phone users expect an experience more analogous to the web </li></ul><ul><li>Olde...
Some findings <ul><li>More sophisticated phone users expect an experience more analogous to the web </li></ul><ul><li>Olde...
Devices aren’t responsive <ul><li>Communication with the device will become as important as communication between others <...
Users want control of their devices  <ul><li>Not only do users require the ability to highly personalize their devices, bu...
The learning curve is steep <ul><li>Users have to teach themselves to speak the language of the phone. The more the phone ...
It is hard for users to read smaller screens <ul><li>The screen is the heart of the GUI.  While it can be hard to increase...
Summary <ul><li>Mobile is taking off </li></ul><ul><li>Big Brands are getting involved </li></ul><ul><li>The ecosystem can...
Thanks for coming! Any Questions?
Appendix A – contact information and resources <ul><li>http://www.w3.org/TR/mobile-bp/#iddiv3126674664 </li></ul><ul><ul><...
Drop me a line, email, SMS, MMS, text … <ul><li>Evan Gerber </li></ul><ul><li>Principal Consultant, Experience Design </li...
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The Wild West of Mobile

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In this presentation, experience design expert Evan Gerber will share with you his insight on intersection of teens and mobile web marketing – and how to approach this demographic with a positive, resonant message. He’ll discuss critical success factors, such as the importance of stepping into the mind of a 16-year-old, learning how they talk, and essentially how you can best communicate to them. Evan will share the need for usability testing, and tips on how to make your testing effective and drive valuable results. In addition, this exercise look will provide an understanding of what users expect from their applications, identify common usability mistakes, and recognize emerging design patterns in the mobile Internet.

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  • Introductions
  • The Wild West of Mobile

    1. 1. The wild west of mobile August 20, 2008
    2. 2. The Western Expansion <ul><li>In 1803, Andrew Jackson effects the Louisiana Purchase from France </li></ul><ul><li>Suddenly … </li></ul>
    3. 3. The Western Expansion
    4. 4. The Western Expansion
    5. 5. The Western Expansion
    6. 6. The Mobile Expansion
    7. 7.
    8. 8. Go West, Young Brand - Overview <ul><li>Mobile Landscape </li></ul><ul><ul><li>User </li></ul></ul><ul><ul><li>Carrier </li></ul></ul><ul><ul><li>Marketer </li></ul></ul><ul><ul><li>Device </li></ul></ul><ul><li>Findings and Lessons </li></ul><ul><ul><li>Mobile and Teens </li></ul></ul><ul><ul><li>Mobile and Adults </li></ul></ul><ul><ul><li>User Centric Design </li></ul></ul><ul><li>Stump the Chump </li></ul>
    9. 9. The mobile landscape: End Users The mobile landscape: End Users
    10. 10. Mobile – there’s gold in them hills! <ul><li>7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively </li></ul>
    11. 11. Mobile – there’s gold in them hills! <ul><li>7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively </li></ul><ul><li>88.4 million US households have at least one phone, average has 2.1 devices </li></ul>
    12. 12. Mobile – there’s gold in them hills! <ul><li>7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively </li></ul><ul><li>88.4 million US households have at least one phone, average has 2.1 devices </li></ul><ul><li>89% of consumers have a mobile phone </li></ul>
    13. 13. Mobile – there’s gold in them hills! <ul><li>7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively </li></ul><ul><li>88.4 million US households have at least one phone, average has 2.1 devices </li></ul><ul><li>89% of consumers have a mobile phone </li></ul><ul><li>17% of users are now on the mobile web – 34.6 million people </li></ul>
    14. 14. Mobile – there’s gold in them hills! <ul><li>7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively </li></ul><ul><li>88.4 million US households have at least one phone, average has 2.1 devices </li></ul><ul><li>89% of consumers have a mobile phone </li></ul><ul><li>17% of users are now on the mobile web – 34.6 million people </li></ul><ul><li>More than 33% of users send and receive text messages </li></ul>
    15. 15. Mobile – there’s gold in them hills! <ul><li>7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively </li></ul><ul><li>88.4 million US households have at least one phone, average has 2.1 devices </li></ul><ul><li>89% of consumers have a mobile phone </li></ul><ul><li>17% of users are now on the mobile web – 34.6 million people </li></ul><ul><li>More than 33% of users send and receive text messages </li></ul><ul><li>30% of US adults have a web-enabled phone, and 40% have some form of data service </li></ul>
    16. 16. The market is almost saturated
    17. 17. But there is still room for meaningful growth <ul><li>17% increase in smartphones (up from 10% in 2007) </li></ul>
    18. 18. But there is still room for meaningful growth <ul><li>17% increase in smartphones (up from 10% in 2007) </li></ul><ul><li>Average spend on new devices - $101 (up $9 vs. previous 6 months) </li></ul>
    19. 19. But there is still room for meaningful growth <ul><li>17% increase in smartphones (up from 10% in 2007) </li></ul><ul><li>Average spend on new devices - $101 (up $9 vs. previous 6 months) </li></ul><ul><li>33% obtained their handsets for ‘free’ (previously 36%) </li></ul>
    20. 20. But there is still room for meaningful growth <ul><li>17% increase in smartphones (up from 10% in 2007) </li></ul><ul><li>Average spend on new devices - $101 (up $9 vs. previous 6 months) </li></ul><ul><li>33% obtained their handsets for ‘free’ (previously 36%) </li></ul><ul><li>40% ranked style and design as the most important consideration in choosing </li></ul>
    21. 21. But there is still room for meaningful growth <ul><li>17% increase in smartphones (up from 10% in 2007) </li></ul><ul><li>Average spend on new devices - $101 (up $9 vs. previous 6 months) </li></ul><ul><li>33% obtained their handsets for ‘free’ (previously 36%) </li></ul><ul><li>40% ranked style and design as the most important consideration in choosing </li></ul><ul><li>Average handset life is 17.7 months (16.6 months in 2006) </li></ul>
    22. 22. User sophistication is a barrier to adoption <ul><ul><li>There is a discrepancy in the number of web-enabled phones in circulation as reported by carriers vs. consumers, </li></ul></ul><ul><ul><ul><li>suggesting that some users aren’t fully aware of their handset’s capabilities. </li></ul></ul></ul>
    23. 23. User sophistication is a barrier to adoption <ul><ul><li>There is a discrepancy in the number of web-enabled phones in circulation as reported by carriers vs. consumers, </li></ul></ul><ul><ul><ul><li>suggesting that some users aren’t fully aware of their handset’s capabilities. </li></ul></ul></ul><ul><ul><li>Users don’t know what features their devices have, and therefore are not tempted to use paid services </li></ul></ul><ul><ul><ul><li>Over 75% of phones have browsers </li></ul></ul></ul><ul><ul><ul><li>But only 45% of users know it </li></ul></ul></ul><ul><ul><ul><li>Ultimately, 25% of all users are on the mobile web </li></ul></ul></ul>
    24. 24. User sophistication is a barrier to adoption <ul><ul><li>There is a discrepancy in the number of web-enabled phones in circulation as reported by carriers vs. consumers, </li></ul></ul><ul><ul><ul><li>suggesting that some users aren’t fully aware of their handset’s capabilities. </li></ul></ul></ul><ul><ul><li>Users don’t know what features their devices have, and therefore are not tempted to use paid services </li></ul></ul><ul><ul><ul><li>Over 75% of phones have browsers </li></ul></ul></ul><ul><ul><ul><li>But only 45% of users know it </li></ul></ul></ul><ul><ul><ul><li>Ultimately, 25% of all users are on the mobile web </li></ul></ul></ul>
    25. 25. The mobile landscape: The Carriers The mobile landscape: The Carriers
    26. 26. <ul><ul><li>Consumers don’t like or trust the carriers. </li></ul></ul><ul><ul><li>They switch plans quickly. </li></ul></ul>
    27. 27. <ul><ul><li>To minimize churn, carriers are offering unlimited plans. </li></ul></ul><ul><ul><li>This opens new horizons for the US consumer. </li></ul></ul>
    28. 28. Data is Clearly Becoming King <ul><li>While voice ARPU continues its march downward… </li></ul><ul><li>… users’ appetite for data is surging and showing no signs of abating </li></ul>“ Voice plans are pretty pricey, so I try to be a texter” “ It’s one of those things that once you have it, you don’t know what you did without it.”
    29. 29. Many Platforms, Many Phones
    30. 30. Caution: Net Neutrality <ul><li>Carriers want to retain control </li></ul>
    31. 31. Caution: Net Neutrality <ul><li>Carriers want to retain control </li></ul><ul><li>Brands need their permission </li></ul>
    32. 32. Caution: Net Neutrality <ul><li>Carriers want to retain control </li></ul><ul><li>Brands need their permission </li></ul><ul><li>This will change over time </li></ul><ul><ul><li>Android </li></ul></ul><ul><ul><li>White Space </li></ul></ul>
    33. 33. The mobile landscape: The Marketers The mobile landscape: The Marketers
    34. 34. Some major prospectors: Text Advertising <ul><li>Major brands adopting and pushing forward in many verticals </li></ul><ul><ul><li>Consumer Brands – Procter and Gamble, Coca Cola </li></ul></ul>
    35. 35. Some major prospectors: Transactional <ul><li>Major brands adopting and pushing forward in many verticals </li></ul><ul><ul><li>Consumer Brands – Procter and Gamble, Coca Cola </li></ul></ul><ul><ul><li>Online Banking – Bank of America, Citibank, Barclays, Wachovia </li></ul></ul>
    36. 36. Some major prospectors: Transactional <ul><li>Major brands adopting and pushing forward in many verticals </li></ul><ul><ul><li>Consumer Brands – Procter and Gamble, Coca Cola </li></ul></ul><ul><ul><li>Online Banking – Bank of America, Citibank, Barclays, Wachovia </li></ul></ul><ul><ul><li>Travel – Kayak, Orbitz, Delta </li></ul></ul>
    37. 37. Some major prospectors: Social <ul><li>Major brands adopting and pushing forward in many verticals </li></ul><ul><ul><li>Online Banking – Bank of America, Citibank, Barclays, Wachovia </li></ul></ul><ul><ul><li>Travel – Kayak, Orbitz, Delta </li></ul></ul><ul><ul><li>Consumer Brands – Procter and Gamble, Coca Cola </li></ul></ul><ul><ul><li>Social Networking – Facebook, MySpace, Google, etc… </li></ul></ul>
    38. 38. Caution: Rapid Change
    39. 39. The bar is raised, and the game is changed The bar is raised, and the game is changed
    40. 40. The bar is raised, and the game is changed <ul><li>Phone as fashion accoutrement </li></ul><ul><li>Phone as all purpose digital accessory </li></ul><ul><li>Phone as extension of persona </li></ul>The bar is raised, and the game is changed <ul><li>Phone as fashion accoutrement </li></ul><ul><li>Phone as all purpose digital accessory </li></ul><ul><li>Phone as extension of persona </li></ul>
    41. 41.
    42. 42. And it will open more with Android <ul><li>Rumor: HTC will be making multiple phones for the Android Platform </li></ul><ul><li>Fact: The Dev Community is a little mad due to a buggy SDK, some people think it’s vaporware </li></ul><ul><li>My .02 – Google is throwing money at it, they’ll make it so. </li></ul>
    43. 43. Rich User Experiences are Needed to Drive the Mobile Phone Market <ul><li>Aside from the experience delivered by the iPhone, a lack of rich user interactions on the mobile phone is a pain point for many consumers </li></ul>
    44. 44. But for the Phone to Succeed, the User Experience Must be Compelling <ul><li>AT&T experienced a sharp rise in subscribers after the release of the iPhone as users flocked to the device due to its engaging user interface and ease of use </li></ul>“ I chose an iPhone. Nokia had all the features but their user interface is terrible.”
    45. 45. The Mobile Device is Destined to be a Jack of All Trades <ul><li>At least 40% of all respondents want utility and interactions from their mobiles that mimics what they can get from their PCs </li></ul><ul><ul><li>Multi-tool: utility and functionality </li></ul></ul>
    46. 46. But the cellphone is dead <ul><li>Currently, users seek to use their phone primarily as a communication device and organization tool </li></ul><ul><ul><li>It is thought of as a tool primarily for voice, email, and text communications, or light organizational tasks </li></ul></ul><ul><ul><li>However, the market is changing </li></ul></ul><ul><ul><ul><li>Data plans are opening up </li></ul></ul></ul><ul><ul><ul><li>Content is becoming more available </li></ul></ul></ul><ul><ul><ul><li>Users are beginning to expect more from their devices </li></ul></ul></ul>
    47. 47. The phone is undergoing cultural transformation <ul><li>What is now perceived as a communication tool with other functions will become a digital tool that bridges the divide between online and offline, digital and analog worlds. </li></ul>
    48. 48.
    49. 49. Case Studies
    50. 50. Mobile and Teens Mobile and Teens
    51. 51. Teens are the biggest mobile users <ul><li>91% of teenagers have a mobile phone </li></ul>
    52. 52. Teens are the biggest mobile users <ul><li>91% of teenagers have a mobile phone </li></ul><ul><li>61% percent prefer using mobile to landline </li></ul>
    53. 53. Teens are the biggest mobile users <ul><li>91% of teenagers have a mobile phone </li></ul><ul><li>61% percent prefer using mobile to landline </li></ul><ul><li>60% want a more sophisticated phone </li></ul>
    54. 54. Teens are the biggest mobile users <ul><li>91% of teenagers have a mobile phone </li></ul><ul><li>61% percent prefer using mobile to landline </li></ul><ul><li>60% want a more sophisticated phone </li></ul><ul><li>33.2% of 18 – 24 year old Americans post photos to Websites via mobile phones </li></ul>
    55. 55. Teens are the biggest mobile users <ul><li>91% of teenagers have a mobile phone </li></ul><ul><li>61% percent prefer using mobile to landline </li></ul><ul><li>60% want a more sophisticated phone </li></ul><ul><li>33.2% of 18 – 24 year old Americans post photos to Websites via mobile phones </li></ul><ul><li>18.7 of them play downloadable games </li></ul>
    56. 56. It’s a whole new culture out there <ul><li>It’s a (very) different culture </li></ul><ul><ul><li>Different language </li></ul></ul><ul><ul><li>Test everything. Test early. Test often. </li></ul></ul>
    57. 57. It’s a whole new culture out there <ul><li>It’s a (very) different culture </li></ul><ul><ul><li>Different language </li></ul></ul><ul><ul><li>Test everything. Test early. Test often. </li></ul></ul>
    58. 58. It’s a whole new culture out there <ul><li>It’s a (very) different culture </li></ul><ul><ul><li>Different language </li></ul></ul><ul><ul><li>Test everything. Test early. Test often. </li></ul></ul>
    59. 59. Teenagers are savvy consumers <ul><li>Connoisseurs of media consumption </li></ul><ul><ul><li>Smell a fake from a mile away </li></ul></ul><ul><ul><li>Don’t fake it </li></ul></ul><ul><li>They know overt marketing strategies, and will not respond well to them </li></ul>
    60. 60. Brands matter, coolness matters too! <ul><li>46% of teens surveyed stay with brands that they like </li></ul>
    61. 61. Brands matter, coolness matters too! <ul><li>46% of teens surveyed stay with brands that they like </li></ul><ul><li>52% felt that brands are created just to get more money </li></ul>
    62. 62. Brands matter, coolness matters too! <ul><li>46% of teens surveyed stay with brands that they like </li></ul><ul><li>52% felt that brands are created just to get more money </li></ul><ul><li>29% said that having cool brands made them feel cool </li></ul>
    63. 63. Brands matter, coolness matters too! <ul><li>46% of teens surveyed stay with brands that they like </li></ul><ul><li>52% felt that brands are created just to get more money </li></ul><ul><li>29% said that having cool brands made them feel cool </li></ul><ul><li>25% leave brands once they become too popular </li></ul>
    64. 64. Brands matter, coolness matters too! <ul><li>46% of teens surveyed stay with brands that they like </li></ul><ul><li>52% felt that brands are created just to get more money </li></ul><ul><li>29% said that having cool brands made them feel cool </li></ul><ul><li>25% leave brands once they become too popular </li></ul><ul><li>95% of kids we surveyed knew the target brand. 5% actually were consuming it. </li></ul>
    65. 65. Brands matter, coolness matters too! <ul><li>46% of teens surveyed stay with brands that they like </li></ul><ul><li>52% felt that brands are created just to get more money </li></ul><ul><li>29% said that having cool brands made them feel cool </li></ul><ul><li>25% leave brands once they become too popular </li></ul><ul><li>95% of kids we surveyed knew the target brand. 5% actually were consuming it. </li></ul>“ if an uncool kid starts doing it, nobody else will start doing it”
    66. 66. Viral interactions – at the mall <ul><ul><li>Kids use their technology </li></ul></ul><ul><ul><ul><li>48% of US kids will walk around with phone plastered to head </li></ul></ul></ul><ul><ul><ul><li>More than 33% will SMS or MMS in real time </li></ul></ul></ul><ul><ul><ul><li>33% of kids are content creators </li></ul></ul></ul>
    67. 67. Viral interactions – at the mall <ul><ul><li>Kids use their technology </li></ul></ul><ul><ul><li>Let them do the work </li></ul></ul><ul><ul><ul><li>Leverage tools which promote viral messaging thru SMS and MMS </li></ul></ul></ul><ul><ul><ul><li>Create tie-ins between desktop and mobile web </li></ul></ul></ul>
    68. 68. Viral interactions – at the mall <ul><ul><li>Kids use their technology </li></ul></ul><ul><ul><li>Let them do the work </li></ul></ul><ul><ul><li>The brand voice will carry a lot more impact if it’s from them, not you </li></ul></ul>
    69. 69. Viral interactions – at a concert <ul><ul><li>Up to 20% of Gwen Stefani’s audience paid 99 cents to send text messages and get the chance to have their seats upgraded. </li></ul></ul>
    70. 70. Viral interactions – at a concert <ul><ul><li>Up to 20% of Gwen Stefani’s audience paid 99 cents to send text messages and get the chance to have their seats upgraded. </li></ul></ul><ul><ul><li>For a fee, teens will send text messages to a short code, and see them broadcasted on a screen behind popular performers </li></ul></ul>
    71. 71. Viral interactions – at a concert <ul><ul><li>Up to 20% of Gwen Stefani’s audience paid 99 cents to send text messages and get the chance to have their seats upgraded. </li></ul></ul><ul><ul><li>For a fee, teens will send text messages to a short code, and see them broadcasted on a screen behind popular performers </li></ul></ul><ul><ul><li>Other artists are trying even more sophisticated interaction through the mobile web, including creating video clips which were then sent to their phones. </li></ul></ul>
    72. 72. Ringtones <ul><li>Listed on Billboard’s charting since 2004 </li></ul><ul><li>Very appealing to teens </li></ul><ul><ul><li>Kids loved free stuff </li></ul></ul>
    73. 73. Ringtones <ul><li>Caveat Emptor </li></ul><ul><ul><li>Data charges will apply to download </li></ul></ul><ul><ul><li>Even if it’s free, it won’t be free </li></ul></ul>
    74. 74. Costs matter greatly to this audience <ul><li>Urban youth pay for their plans, and don’t want to pay out of pocket for something that is perceived to be free </li></ul><ul><ul><li>“ I’m interested to see, but the cost is bad.” </li></ul></ul><ul><li>Suburban youth are concerned with upsetting their parents </li></ul><ul><ul><li>“ I’m interested, I’d download it – hope my Mom doesn’t yell at me.” </li></ul></ul><ul><li>In both cases tends will go to lengths to minimize costs </li></ul><ul><ul><li>25% have two phones, one for voice, and one for web (parents paid voice plans, kid paid web) </li></ul></ul>
    75. 75. Lawyers and Accountants <ul><li>Kids are generally fuzzy about what is free and what isn’t </li></ul><ul><li>When they find out that they paid for a ‘free’ download, it reflects very poorly on the brand </li></ul>
    76. 76. Privacy and Security <ul><li>Privacy </li></ul><ul><ul><li>79% don’t want ads on mobile devices </li></ul></ul><ul><ul><li>Free downloads in exchange for watching ads not popular </li></ul></ul><ul><li>Security </li></ul><ul><ul><li>3% of users trust text ads on mobile phones </li></ul></ul><ul><ul><li>Users are concerned about data security </li></ul></ul>
    77. 77. User Centric Mobile Design User Centric Mobile Design
    78. 78. What is User Centric Design?
    79. 79. User Research: Make sure your audience is there <ul><li>Within different groups, there are different behaviors </li></ul><ul><ul><li>Not just age </li></ul></ul><ul><ul><li>Ethnicity </li></ul></ul><ul><ul><li>Income </li></ul></ul><ul><li>Make sure that the audience you target uses the phone in the manner you want to use </li></ul>“ I wouldn’t text if it wasn’t for my girlfriend”
    80. 80. User Research: Analyze their phone usage <ul><li>Carriers </li></ul>
    81. 81. User Research: Analyze their phone usage <ul><li>Plans and usage </li></ul>Email Browsing the web SMS
    82. 82. User Research: What kinds of phones do they use? <ul><li>Sophistication </li></ul><ul><li>Operating Systems </li></ul><ul><li>Interfaces </li></ul>WAP HTML TEXT
    83. 83. Designing: Optimize for Small Screens <ul><ul><li>Visual design </li></ul></ul><ul><ul><li>Content modeling </li></ul></ul><ul><ul><li>Heuristic cues </li></ul></ul>Optimize content for smaller screens Will images scale? Can they see the buttons?
    84. 84. Designing: Simplify Interactions <ul><li>Simplify content entry and data manipulation </li></ul><ul><ul><li>Tough to Type </li></ul></ul><ul><ul><li>Hard to Use Dropdowns </li></ul></ul>
    85. 85. Designing: Consider the Context <ul><ul><li>Ever-changing environment </li></ul></ul><ul><ul><li>Sporadic Connectivity </li></ul></ul><ul><ul><li>Public Spaces vs Private Content </li></ul></ul>
    86. 86. Designing: Design for the Platform <ul><li>Application code impacts battery longevity </li></ul><ul><ul><li>Simple Graphics </li></ul></ul><ul><ul><li>Minimize Data Transfer </li></ul></ul>
    87. 87. Designing: Speak a language they understand <ul><li>Speak a language they understand </li></ul><ul><ul><li>Icons, menus, and behavioral systems </li></ul></ul><ul><ul><li>Users have to teach themselves the language of the phone </li></ul></ul><ul><ul><li>Clean icons at top levels, logical navigations within applications </li></ul></ul>
    88. 88. Building: Don’t Miniaturize it
    89. 89. Building: Don’t Miniaturize it – Mobilize it!
    90. 90. Building: Pare it down to what’s crucial
    91. 91.
    92. 92. Building: And then pare it down again
    93. 93. Building: And then pare it down again
    94. 94. Testing applications for mobile <ul><li>Setup – you don’t have as much control </li></ul><ul><ul><li>Backup phone, charger </li></ul></ul><ul><ul><li>Decent connectivity </li></ul></ul><ul><ul><li>Tools to see phone as well as user </li></ul></ul>
    95. 95. Testing applications for mobile <ul><li>Setup – you don’t have as much control </li></ul><ul><li>Scripts – be flexible </li></ul><ul><ul><li>Lots of different phones means lots of different experiences </li></ul></ul><ul><ul><li>Prepare to adapt on the fly and then normalize findings </li></ul></ul><ul><ul><li>Have a plan for when their phone crashes </li></ul></ul>
    96. 96. Testing applications for mobile <ul><li>Setup – you don’t have as much control </li></ul><ul><li>Scripts – be flexible </li></ul><ul><li>Test before you test </li></ul><ul><ul><li>Test early and often, but only once app is stable and reliable </li></ul></ul><ul><ul><li>Test in different areas </li></ul></ul>
    97. 97. Testing usability with teens <ul><li>They are sometimes intimidated </li></ul><ul><ul><li>Harder to get the truth from them, they want to please </li></ul></ul><ul><ul><li>Not especially good at thinking out loud </li></ul></ul>
    98. 98. Testing usability with teens <ul><li>They are sometimes intimidated </li></ul><ul><li>They are hard to nail down </li></ul><ul><ul><li>They will waffle based on your questions </li></ul></ul><ul><ul><li>It’s hard to dig in </li></ul></ul>
    99. 99. Testing usability with teens <ul><li>They are sometimes intimidated </li></ul><ul><li>They are hard to nail down </li></ul><ul><li>With teens, come parents </li></ul><ul><ul><li>Lots of rules and laws </li></ul></ul><ul><ul><li>Be careful! </li></ul></ul>
    100. 100. Results from user testing Some Of Our Findings Some of Our Findings
    101. 101. Some findings <ul><li>More sophisticated phone users expect an experience more analogous to the web </li></ul>
    102. 102. Some findings <ul><li>More sophisticated phone users expect an experience more analogous to the web </li></ul><ul><li>Older phone models do better with a simplified, text based UI </li></ul>
    103. 103. Some findings <ul><li>More sophisticated phone users expect an experience more analogous to the web </li></ul><ul><li>Older phone models do better with a simplified, text based UI </li></ul><ul><li>Teens are adapted to rapid change and emerging technologies </li></ul><ul><ul><ul><li>Comfortable with rapid change </li></ul></ul></ul><ul><ul><ul><li>Think they know more than they might </li></ul></ul></ul><ul><ul><ul><li>MMS is still not widely understood </li></ul></ul></ul>
    104. 104. Some findings <ul><li>More sophisticated phone users expect an experience more analogous to the web </li></ul><ul><li>Older phone models do better with a simplified, text based UI </li></ul><ul><li>Teens are adapted to rapid change and emerging technologies </li></ul><ul><li>Kids are so proficient that they get ahead of themselves </li></ul><ul><ul><ul><li>Cause hang-ups </li></ul></ul></ul><ul><ul><ul><li>Impair using the platform </li></ul></ul></ul>
    105. 105. Devices aren’t responsive <ul><li>Communication with the device will become as important as communication between others </li></ul><ul><ul><li>Data entry and manipulation is core to the process </li></ul></ul><ul><ul><li>Have the device react to user inputs </li></ul></ul><ul><ul><li>The device should be proactive, not reactive to user needs </li></ul></ul><ul><ul><li>Learn from user behavior, and predict actions </li></ul></ul><ul><ul><li>Provide haptic feedback when typing and interacting </li></ul></ul>“ The feedback from the touch screen – the way it vibrates in acknowledgement. ”
    106. 106. Users want control of their devices <ul><li>Not only do users require the ability to highly personalize their devices, but they will want to be able to easily organize and manipulate information through the GUI. </li></ul><ul><li>Solutions : </li></ul><ul><ul><li>Allow them to organize their own files and data architecture </li></ul></ul><ul><ul><li>Make the information structure as flat as possible (don’t bury things) </li></ul></ul><ul><ul><li>Simplify personalization of ringtones, wallpapers, and system settings </li></ul></ul><ul><ul><li>Enable users to move or hide menus that are not frequently used </li></ul></ul>
    107. 107. The learning curve is steep <ul><li>Users have to teach themselves to speak the language of the phone. The more the phone can speak to them, the better. </li></ul><ul><li>Solution : </li></ul><ul><ul><li>Use a visual language that they already understand, i.e. windows and files </li></ul></ul><ul><ul><li>Develop clean iconography at the top levels, combined with simple, intuitive menus </li></ul></ul><ul><ul><li>Avoid unnecessary animations and graphics </li></ul></ul><ul><ul><ul><ul><ul><li>“ Simplicity and Usability are paramount to all users, but articulating this at point of sale might be challenging.” </li></ul></ul></ul></ul></ul>
    108. 108. It is hard for users to read smaller screens <ul><li>The screen is the heart of the GUI. While it can be hard to increase the size of the device, there are ways to increase the value of the available space. </li></ul><ul><li>Solution : </li></ul><ul><ul><li>Simplify information, hide extraneous data </li></ul></ul><ul><ul><li>Higher screen resolutions squeeze more onto the page </li></ul></ul><ul><ul><li>Avoid distracting animations </li></ul></ul><ul><ul><li>Ensure that color palettes have contrast, but are not jarring </li></ul></ul>
    109. 109. Summary <ul><li>Mobile is taking off </li></ul><ul><li>Big Brands are getting involved </li></ul><ul><li>The ecosystem can be very complicated </li></ul><ul><li>Teenagers are a great audience </li></ul><ul><ul><li>Reach the right ones, with the right message, in the right way </li></ul></ul><ul><ul><li>Develop applications tailored to their needs </li></ul></ul><ul><ul><li>Test carefully and thoroughly </li></ul></ul><ul><li>Go West, Young Brand! </li></ul>
    110. 110. Thanks for coming! Any Questions?
    111. 111. Appendix A – contact information and resources <ul><li>http://www.w3.org/TR/mobile-bp/#iddiv3126674664 </li></ul><ul><ul><li>It’s dry, but comprehensive – the W3C’s Mobile Best Practices </li></ul></ul><ul><li>http://wapreview.com/blog/?p=321 </li></ul><ul><ul><li>This is a great, if somewhat visually unengaging site to check out </li></ul></ul><ul><li>http://www.boohooforyou.com/ </li></ul><ul><ul><li>Funny, if a tad weird, site talking about functionality available in japan. Take it with a grain of salt. It might be down, search for it on the wayback machine. </li></ul></ul><ul><li>http ://fiercemobilewireless.com/ </li></ul>
    112. 112. Drop me a line, email, SMS, MMS, text … <ul><li>Evan Gerber </li></ul><ul><li>Principal Consultant, Experience Design </li></ul><ul><li>P 415.541.2835 </li></ul><ul><li>F 310.907.3565 </li></ul><ul><li>E [email_address] </li></ul>
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