Mobile first-edinburgh 030913

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Mobile is booming as a marketing channel - half of Tesco’s web traffic now comes via mobile as do a fifth of Domino’s Pizza orders. With our continued and growing attachment to our mobile phones and tablets, we get frustrated when the website or app we use does not perform as we expect. This seminar looks at the approach referred to as Mobile 1st which considers the content and design for the smaller screen before the desktop and we will be putting it to the test.

Covering a variety of topics, including designing for touch devices; how to ensure a healthy conversion rate from your mobile channel; deploying web apps across devices using products such as PhoneGap or Appcelerat or Titanium; and the pros and cons of optimising design for all phone and tablet devices, this seminar also looks at specific topics such as image strategy for mobile and shares our views on the trends we are seeing in the mobile space.

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  • Mary Meeker - “Queen of the Net” (Partner at VC Kleiner Perkins Caufield & Byers)Just presented her new 'Internet Trends' at the Wall Street Journal D11 Conference last week.Technology cycles have tended to last ten years1960s - Mainframe Computing 1970s - Mini Computing1980s - Personal Computing1990s - Desktop Internet Computing2000s - Mobile Internet Computing2014+ - Wearable/Everywhere Computing
  • Philips Diga… my first mobile
  • Nokia 402. My first mobile interface design work ( a few dots on it anyway)
  • What’s changed… chat through the key events in the past yearPick a trend … Siri & free messaging 9challenge to BBerry
  • So now you are all inspired lets see if we can bring things back down to earth.
  • Google Glass. Seems daft now but…
  • Mobile OS by region statsProfile your audience – look at key parameters, for example operating systemsConsider global regions differently (iOSin Australia compared with Asia)
  • Diagram: Mary Meeker at the Wall Street Journal D11 Conference May 29 2013The uptake of tablets has been rocket like surpassing desktop and notebook PC’s less than 3 years after they were first introducedPredicted sales of tablets will surge from 72.7 million in 2011 to 383.3 million in 2017
  • Mobile OS by region statsProfile your audience – look at key parameters, for example operating systemsConsider global regions differently (iOSin Australia compared with Asia)
  • MNo
  • Average person looks at their phone 150 times a day most of these are very brief interactionsDesign needs to accommodate for these very brief interactions
  • Use existing visual shortcuts for essential operations. These are already emerging as standards so don’t reinvent the wheel.Hamburger icon = menuCircular arrow = refreshMagnifying glass = searchCog = settingsThumb = like
  • People interact with touch-based user interfaces with their fingers. So user interface controls have to be big enough to capture fingertip actions without frustrating users with erroneous actions and tiny targets. Apple - 44pxWindows – 9mmNokia – between 7 and 8mmThe average finger pad is 10-14mm with the fingertip being 8-10mmWhat does this mean? Don’t make tiny links and tiny spaces…
  • Two types of essential photographic imageRecognitionDescriptionAll other images can be rationalised for a better mobile experience.
  • Placing navigation elements off screen and moving them on screen as needed allows for the greatest flexibility in navigationOther elements can move about but it is worth remembering some of the core online principlesThe user will still click on a logo to go homeUsers will skim read so key points should be highlighted somehow
  • Screen design needs to take into consideration the device it will inhabit.These diagrams illustrate the average user reachThings that you don’t want a user to hit by mistake need to sit up in the orange areaWith the longest reach area running top to bottom we can expect most scrolling will occur in these areas (and therefore the thumb will hover there)
  • Mobile browser basedStandard mobiWeb app mobiUsually have their own IACost effectiveLightweightWide reach
  • The spectrum of mobi
  • One website, that flows across multiple devicesBrowser basedSame content delivered to all usersMonashTacticalDigital business transformation
  • CLCHIlly coffee
  • The United Food and Commercial Workers International UnionReflow crazySame content all reflowed
  • Responsive design is not always the optimal solutionBritish CouncilRemoving and adapting content to reduce the number of scrolls for the user
  • My issue with responsive design is when it becomes lowest common denominator design, 'working' on all screens but not excelling on any. – Roan Lavery (Free Agent)
  • Responsive frameworks such as The Golden Grid system
  • Examples of some framework providers
  • One website, that flows across multiple devicesBrowser basedSame content delivered to all users
  • Mobile browser basedStandard mobiWeb app mobi
  • Clear by RealmacSoftware
  • Paper by 53
  • Whisper sync – Apple changing the in app purchase policy (amazon mobi to the rescue)
  • Use on the go
  • Use on the go
  • Use on the go
  • There are two approachesEither is fine
  • 2. Is probably the most comfortable fit given you already have Corporate website; Microsite ; Campaign site is fine
  • TescoBank UI flow
  • Some earlier ideas around effortless innovation with digital
  • Glenmorangie digital touch points – focus on social alignment and opportunities
  • You will likely have at least some imagery in a mobile solution and you want them to look their best. These will range from your logo and iconography to richer elements like image galleries and product shots. The basic answer is ‘Yes’ it will slow down the experience so really think about using the ‘right’ images in the ‘right’ place.
  • Scrum for mobile solutions
  • Not true!
  • Not true!
  • Digital bloat
  • Digital bloatAvoid digital bloat by monitoring the effectiveness of your channels and adjust your resourcing accordingly
  • Scrum for mobile solutions
  • BlipparJawbonePebbleSmart TVVuzixPingit from BarclaysbankSquare (Credit card reader)
  • Misfit ShineCrowdfunded through KickstarterRaised $846,675 (USD)Retails at $99 (USD) Due to ship July 2013iOS only at launchNike Fuel BandPart of the successful Nike+ rangeRetails at $149 (USD)iOS onlyJawbone UpRetails at $149.95 (AUD)iOS and Android
  • Combank?
  • Chinese taxi appsSay your current location and where you are going and a voice message is sent to all nearby available taxisView the taxi's location in realtime and then push to talk directly to the driver to co-ordinate pickup
  • Digital bloat
  • Ubantu for phonesFirefox OSTizen
  • Ubantu for phonesFirefox OSTizen
  • Mobile first-edinburgh 030913

    1. 1. 2nd Sept, 2013 Putting Mobile First @precedent##PrecSem John Campbell Head of Mobile Mark Baillie Creative Director
    2. 2. Mobile whitepaper series
    3. 3. 1. A Changing World 2. What Are My Options? 3. Design Considerations 4. The Optimum Approach 5. Making It Happen 6. Considering The Future Putting Mobile First
    4. 4. A Changing World
    5. 5. A Changing World - Stats…
    6. 6. A Changing World – Google I/O
    7. 7. Todays news
    8. 8. A Changing World – Why are we here today
    9. 9. 2013 Asia Pacific Europe North America Middle East and Africa Latin America A Changing World – Users of Mobile by Region 2012 - 2017 2012 Source: Portio Research 2017
    10. 10. A Changing World – What Do Your Customers Use? Smart TV Blackberry Windows iOS Android
    11. 11. A Changing World – Tablets
    12. 12. A Changing World – Tablets
    13. 13. A Changing World – The Surge Towards Tablet GlobalUnitsShipped(MMs) Global PC (Desktop / Notebook) and Tablet Shipments by Quarter (Q1: 1995 - Q1: 2013) Source: Katy Huberty, Ehud Gelblum, Morgan Stanley Research. Gartner. Data as of 4/13. Note: Notebook PCs include Net books
    14. 14. A Changing World – Tablets
    15. 15. A Changing World – Mobile Operating System by Region EuropeAustralia June 2012 to May 2013 Asia iOS Android SymbianOS Other Source: Stat Counter – Global Stat Counter - http://gs.statcounter.com/
    16. 16. 1. A Changing World 2. What Are My Options? 3. Design Considerations 4. The Optimum Approach 5. Making It Happen 6. Considering The Future Putting Mobile First
    17. 17. Take the time to understand your user’s behaviour and context. What Are My Options?
    18. 18. Its is all about the customer experience. THE ONLY SOURCE OF KNOWLEDGE IS EXPERIENCE. - Albert Einstein EXPERIENCE IS NOT WHAT HAPPENS TO YOU. IT IS WHAT YOU DO WITH WHAT HAPPENS TO YOU. - Aldous Huxley WIDEN YOUR VIEW FROM GEN Y TO GENERATION C, NOT BOUND BY AGE OR DEFINED BY INCOME. THEY LIVE AND BREATHE IN SOCIAL NETWORKS AND USE THERE MOBILES AS WINDOWS TO THE WORLD– Brian Solis To Gen C, experience is everything. What experience do you want your connected customers to have? DIGITAL TRANSFORMATION IS ABOUT FUNDAMENTAL CHANGE
    19. 19. Your experiences ?
    20. 20. 1. Typically has short bursts of activity 2. Often is time restricted 3. Is goal driven 4. Loves using his phone - joy of use 5. Tells others of a good experience 6. Needs a simple uncomplicated experience What Are My Options? – Remember a Mobile User…
    21. 21. Take the opportunity to innovate in design and function. What Are My Options?
    22. 22. What Are My Options? – Mathew Algie - Ethical Coffee Campaign
    23. 23. What Are My Options? Mobi Responsive Hybrid Apps Native Framework Web App Feed Aggregators
    24. 24. What Are My Options? – Roll It - App or Web?
    25. 25. 1. A Changing World 2. What Are My Options? 3. Design Considerations 4. The Optimum Approach 5. Making It Happen 6. Considering The Future Putting Mobile First
    26. 26. ‘ ’ Design Considerations Effective mobile designs not only account for these one thumb/one eyeball experiences but aim to optimize for them as well. Luke Wroblewski – Mobile First
    27. 27. Design Considerations – Common Language
    28. 28. Design Considerations – Hit Areas
    29. 29. Recognition Putting a picture to either a person or a place: ‘Meet Bob the new council member for your area’ Or ‘Drop by the new office on Flinders Lane’ Description Where a specific item is better described visually: ‘We will be rolling out new wheely bins to replace our old ones, they will look like this:’ Or ‘Our new Series 125fx is the fastest widget on the market and comes in blue!’ Design Considerations - Images
    30. 30. Balfour+Manson (Responsive)
    31. 31. Design Considerations – Responsive layouts
    32. 32. Design Considerations - Reach Right hand Easy Average Hard Left hand Easy Average Hard
    33. 33. Street Link (m. site)
    34. 34. How did you do? 26% pass
    35. 35. 1. A Changing World 2. What Are My Options? 3. Design Considerations 4. The Optimum Approach 5. Making It Happen 6. Considering The Future Putting Mobile First
    36. 36. The Optimum Approach - mobi
    37. 37. Tesco Compare (m. site)
    38. 38. The Optimum Approach - mobi
    39. 39. The Optimum Approach - mobi
    40. 40. What it’s good for: • Providing focus and clear structure • Deploying without impact on main website • Delivering quickly • Wide reach working via browser • Can be designed to understand and respond to screen size or orientation Considerations: • Careful consideration to content impacting performance. • Keep the design simply effective • You need to design for tablet and phone to maximise experience. • Links to m. or mobi domain name The Optimum Approach - mobi
    41. 41. The Optimum Approach - Responsive
    42. 42. The Optimum Approach - Responsive
    43. 43. The Optimum Approach - Responsive
    44. 44. The Optimum Approach - Responsive
    45. 45. MDU (Responsive)
    46. 46. Tom Morris (Responsive)
    47. 47. What it’s good for: • Reflows the same content from the website • Content is presented on all devices and screen sizes. • Architecture of the site remaining the same • Single update of content Considerations: • Cannot apply a different tone of voice for mobile usage. • Experience not built around the user or context • Requires to think in % and not fixed width • Supported screen size has to be chosen The Optimum Approach - Responsive
    48. 48. ‘ ’ The Optimum Approach - Responsive It's cheap but degrading to reuse content and design across diverging media forms like print vs. online or desktop vs. mobile. Superior UX requires tight platform integration. Jakob Neilsen – 21st May 2012
    49. 49. The Optimum Approach - Responsive
    50. 50. Are apps going out of fashion? The Optimum Approach – What do you think?
    51. 51. Yes No The Optimum Approach – What do you think?
    52. 52. The Optimum Approach - Frameworks
    53. 53. The Optimum Approach – Hybrid Apps
    54. 54. St Andrews Link
    55. 55. What it’s good for: • Lets you develop once and deploy many • Cross device support widening reach • A balance between rich design and reach • Simplifying the interface whilst enabling functionality • Deployment via app stores Considerations: • Will not be a rich interface • Restricted in functions • Balance between features and reach • Typically uses HTML5 and JavaScript. The Optimum Approach - Frameworks
    56. 56. The Optimum Approach – Native Apps
    57. 57. The Optimum Approach – Native Apps
    58. 58. The Optimum Approach – Native Apps
    59. 59. The Optimum Approach – Native Apps
    60. 60. The Optimum Approach – iButterfly
    61. 61. Leeds College of Music
    62. 62. What it’s good for: • Provides a rich interface • Uses the full phone feature set • Designed around the user • Optimal performance • Provides joy of use • Can differentiate your brand Considerations: • Needs to be developed for each device type • Designs typically can be shared • Data is a key consideration for unconnected use The Optimum Approach - Native
    63. 63. The Optimum Approach
    64. 64. The Optimum Approach - Feeds
    65. 65. 1. A Changing World 2. What Are My Options? 3. Design Considerations 4. The Optimum Approach 5. Making It Happen 6. Considering The Future Putting Mobile First
    66. 66. From the ground up: • Custom approaches • Considered context • Specific content From pre-existing: • Desktop applied to mobile • Stress / break points • Reworked content Making It Happen - Content
    67. 67. Making It Happen – Content: Mobile First
    68. 68. Making It Happen – Content: Adapting content
    69. 69. Don’t just follow the web Move from a 4 to 6 step process
    70. 70. Making It Happen – UI Flow
    71. 71. User journey mapping
    72. 72. ‘ ’ Making It Happen - Images What about performance? Won’t a lot of images slow down the mobile experience?
    73. 73. Thinking Mobile - map your strategy and the way forward
    74. 74. Making It Happen – Images
    75. 75. ‘ ’ Making It Happen – Data Integration Users are sympathetic to poor network coverage and adjust their expectations when WIFI isn’t available.
    76. 76. ‘ ’ Making It Happen – Data Integration Users are NOT sympathetic to poor network coverage and adjust their expectations when WIFI isn’t available.
    77. 77. 1. Ensure your existing web API does not bundle unnecessary data with requests for data 2. Expand your API to deal with short, quick requests and hook it into your CMS solution as soon as possible 3. FEO is vital. Use mobile optimisation and analytics tools to see where your delivery speeds can be improved 4. Track user interaction in your app using an analytics tool Making It Happen – Data Integration – 4 Key points
    78. 78. Making It Happen – Data Integration
    79. 79. ‘ ’ Making It Happen – Resource and Process The more channels I run, the more resource I’ll need, right?
    80. 80. Making It Happen – Resource and Process
    81. 81. Making It Happen – Resource and Process
    82. 82. 1. A Changing World 2. What Are My Options? 3. Design Considerations 4. The Optimum Approach 5. Making It Happen 6. Considering The Future Putting Mobile First
    83. 83. Considering the Future – Lifestyle Health Bands
    84. 84. Considering The Future
    85. 85. Considering The Future – Remember it’s a Phone!
    86. 86. ‘ ’ Considering The Future If you want the Internet to be everywhere it has to be visible nowhere. It has to be unseen, unnoticed, undiscussed. David St. Charles - Integrated Systems Inc. (Wired 1996)
    87. 87. SpaceBook is a speech-driven, hands- free, eyes-free device for pedestrian navigation and exploration. Considering The Future - PrecedentLabs
    88. 88. Considering The Future – PrecEvents – Out of the Box!
    89. 89. Considering The Future – New mobile platforms in 2013
    90. 90. Considering The Future – New mobile platforms in 2013
    91. 91. • Connected devices • Mobile payments and e-wallet • Mobile advancement - wearable devices (NFC) • Lounge computing - socially integrated TV • Move towards social business • Smart content with personalisation & aggregation • Self service applications Considering The Future - Our view of the digital trends for 2013 ‘14
    92. 92. Don’t disappoint Don’t be afraid to innovate Don’t delay in providing a solution ( think-apply-review-refine ) Considering The Future – Finally…
    93. 93. Think big. Start small. Act Quickly. Smart thinking wins… Considering The Future – Finally…
    94. 94. 120 experts Strategy & research Branding & communications User-centred design Development & hosting Digital marketing
    95. 95. Years24 Experience Quality Stability Loyalty Results
    96. 96. LONDON EDINBURGH CARDIFF PERTH MELBOURNE HONG KONG
    97. 97. Who we work with
    98. 98. Find our Precedent group on LinkedIn for a chance to find out more about our seminars, network, share ideas and quiz the Precedent team on seminar issues and more! and follow us on twitter.com/Precedentcomms for Precedent news, seminar info and general observations.

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