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Activity-Centered
Design
Successful mobile apps focus on a single,
purposeful activity.

@mblongii @neoinnovate
Activity: any purposeful
human endeavor

@mblongii @neoinnovate
Facebook:
Keeping up with
friends & family
!

AKA:
Maintaining Social Ties

@mblongii @neoinnovate
Instagram
Photo Sharing
@mblongii @neoinnovate
Twitter
Sharing Status
@mblongii @neoinnovate
Mobile-Social

The end of social networks and
the rise of activity-centered
social apps

@mblongii @neoinnovate
Twitter v1: sharing status

“A system where you can SMS
message to one phone number and
broadcast to all of your friends”

@mblongii @neoinnovate
$TWTR today: sharing status
“Find out what’s happening, right
now, with the people and
organizations you care about.”

@mblongii @neoinnovate
+
Sharing
Status

≠
Listening to
Music

@mblongii @neoinnovate

Music
Discovery
I'm not going to follow artists if it
adds them to my regular Twitter …
Not interested in seeing artist's
updates in my regular feed.

@mblongii @neoinnovate
Pointless. You can't listen to whole
songs, only 30 second clips unless
you have a Spotify account.

@mblongii @neoinnovate
iTunes Ping
2010 – 2012
!

Replaced by Facebook and
Twitter integrations

@mblongii @neoinnovate
Burbn tried to
be too many
things.
•

Check in to locations
!

•

Make plans (future check-ins)
!

•

Earn points for hanging out with
friends
!

•

Share photos
!

•

and much more!
@mblongii @neoinnovate
Focus on
being really
good at one
thing.
“We decided that if we were
going to build a company,
we wanted to focus on
being really good at one
thing. We saw mobile photos
as an awesome opportunity
to try out some new ideas”—
Mike Krieger
@mblongii @neoinnovate
1 Product
1 Activity
Focus on being really good
at one thing.

@mblongii @neoinnovate
Human Activity System

Thinking in Systems
Deepen your understanding about the interactions
between people and their environments.
@mblongii @neoinnovate
Evolve Your Understanding
“Get out of the building”
@mblongii @neoinnovate
Lead with Questions

•

How might we encourage more casual carpooling?

•

What outcome do we expect from this design?

@mblongii @neoinnovate
Learn through Making
Gather concrete evidence through rapid Build, Measure,
Learn feedback loops.
@mblongii @neoinnovate
Thank you!
(^_^)

@mblongii @neoinnovate

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Activity Centered Design: By Mike Long