Future of mobile marketing - London 2012

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Future of Mobile London
Designing Elegant UX Across Devices and Platforms

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:)-
Erik Loehfelm
EVP of User Experience, Universal Mind

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what is our challenge?

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Your
Content

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Your
Content

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why?
Consumers expect content on their terms.
In their ‘contexts’!

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the not-so-obvious issue...
This is an EXPERIENCE DESIGN problem,
more than a technology challenge.

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how do we solve this?
For elegant experience across devices,
focus on 2 critical points...

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focus on people.

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focus on context.

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how?
web techniques to consider:
1. Graceful Degredation...
2. Progressive Enhancement...
1. Adaptive Design
2. Responsive Design
3. ???

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1. graceful degredation
• been around for awhile
• could work for some instances
• many sacrifices (from a CX perspective)
• ‘backward’ approach (?)

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2. progressive enhancement
• build up an experience from the baseline
• work in an adaptive / responsive manner
• target sizes not devices*

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http://www.teehanlax.com/blog/

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“Honestly, our team is kind of
bored of talking about responsive
design. It should no longer be
considered a special feature, it’s
how any self-respecting website
should behave in 2012.”
- Bobby Solomon,
TheFoxIsBlack.com and Disney

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Aaron Gustafson:
http://www.alistapart.com/articles/understandingprogressiveenhancement/

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content is KEY!
contextually relevant content is KEY-ER!!

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...which points
back to people.
Understand user’s needs and you’ll understand
what they need in their physical context

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sidebar... SoLoMo!
The integration of social networks with
inherent mobile location features

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Lo
So
Mo

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3. (Mystery Approach)
drumroll please...

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as firs
t desc
from b ribed
by Lu
ack in ke W
200
9!
3. Mobile First... v.2012
• Understand your user +
• Content focus +
• Contextual relevancy +
• Progressive enhancement +
• Responsive design

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things to consider with a
Mobile First strategy:
• research is your friend
• analytics are your friend
• hardware specific features, might not be your friend
• many delivery options

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considerations:
• Mobile Web vs. Desktop Web
• Responsive Web vs. Mobile Web
• Web App vs. Native App
• Wrapped Web vs. Native App

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Native App
Wrapped Web
Web App
expensive
Desktop Web
cheap
Responsive Web
Mobile Web
basic functionality
inflexible flexible

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a true story.
A global, Mobile First approach in action!

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technologies...
• HTML 5
• LESS (css)
• Backbone (MVC framework)
• Twitter Bootstrap
• JQuery
• iOS Native - Custom UIWebView

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where do I start?

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1. understand people and context

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2. document their journey

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bullshit... kinda’!
• Agile UX could / should be the goal but...
• ‘Don’t fly a plane without wings.’
• Opportunity for ‘cornering’ and ‘redo’ is great at this stage
• “Any fidelity wireframe is the right fidelity wireframe.”

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3. wireframes

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wireframe techniques

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Doug Chiang
marker techniques

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4. graphic and interaction design

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5. prototypes

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fluidui.com
EXCELLENT on-device wireframe and prototyping tool!

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screen shots of fluid

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6. test and iterate!

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take aways:
• Design challenge big... tech challenge not as big
• Focus on users
• Focus on context
• Mobile First
• Explore many options in wireframes
• Test, test, test!
• Consider native, wrapper, or HTML (or combo)

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workshop!
• Designing Elegant UX Across Devices and Platforms
• 9-5 Wednesday

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:)-
Erik Loehfelm
EVP of User Experience, Universal Mind
@eloehfelm
erik.loehfelm@universalmind.com