Situational opportunity


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Situational opportunity

  1. 1. Situational OpportunityUsing Human Behavior To Influence The Design & Features Of Mobile AppsAndrew Heaton
  2. 2. 2012 foundingM3 Conferenceour sponsors. ^ platinum gold bronze + keynote friend
  3. 3. Hi, I’m Andrew I’m a Designer
  4. 4. Purposely Irregular Big Design, Small ScreenZen, Punk Rock and Ruthlessness in Experience Design Conceptual Design for Mobile Devices Andrew Heaton Andrew Heaton (and a writer).
  5. 5. I hope you tweet and take photos. @tigerstripe | #M3Conf
  6. 6. all M3 Conference photos.
  7. 7. Some Quick Rules about UX
  8. 8. Rule Number One:Theres no fucking rules, dude. Photo by unknown, but it’s not by me.
  9. 9. Rule Number Two:  Draw everything 3 times beforeyou go near a computer.  Describe it out loud at least twice. Photo by Glen E. Friedman
  10. 10. What is Situational Opportunity?
  11. 11. Who was that guy in that movie with the dog?
  12. 12. Did you see that cat who herds goats?
  13. 13. Who sings this?
  14. 14. I’m at Best Buy, should I buy this TV?
  15. 15. I’ll send you that file now.
  16. 16. My food looks awesome.
  17. 17. My kid is driving me crazy.
  18. 18. This person wants to buy my book but only has a credit card.
  19. 19. We already have apps that fulfill certainneeds, these apps fit our mental models for success on a mobile device
  20. 20. Situational Opportunity is the act of finding the moment in time when a user will reach for a mobile device as the answer to a need.
  21. 21. It should become part of your app design.
  22. 22. Nonsense!My app will be awesome... people are going to love it.
  23. 23. Customer Development is not what we arehere to talk about, but it’s a huge part of the need for Situational Opportunity.
  24. 24. When we think of Customer Development we tend to turn to demographics, statistics and delusion.
  25. 25. Situational Opportunity allows for theunderstanding of a user through use of the app.
  26. 26. Its a fabulous type of persona development, rather than understanding the user, you understand the entire situation in which use occurs.
  27. 27. It’s the moment the users reach for their pocket.
  28. 28. If I understand that moment, my app will be better.
  29. 29. How to define a moment?
  30. 30. Sketching out an app is the storyboard of the movie youre about to make.   Its a nice little movie, theres really only 2characters in it, your app and the person using it. 
  31. 31. So set your scene, understand the backstory that has to occur to get someone to act.
  32. 32. Scenario Building:It’s not the who, it’s the when and the why.
  33. 33. Identify a moment in time Craft a story based on needRefine the need by ignoring the device
  34. 34. Ignore the device?
  35. 35. WTF?
  36. 36. If the need doesn’t exist without the device, it probably doesn’t exist with the device.
  37. 37. The best app idea adapts to cultural change, not advances in technology.
  38. 38. So what’s happening right now? Let’s consider three variables: Actor Location Scene
  39. 39. ActorWhat is this person doing.
  40. 40. Actor What is this person doing. LocationState where the user is. They are mobile.
  41. 41. Where’s ActorThe Bus What is this person doing. Location State where the user is. They are mobile. Scene What is happening?
  42. 42. To understand human behavior, research must be done.
  43. 43. Cage Match: Data vs. Need
  44. 44. Data is much easier to conceive on bigger, meatier things. If we think about Transit Maps, we look at data and will tend to show all transit data for the entire city.
  45. 45. It’s easier, because there’s only one use. It may not be a useful one.
  46. 46. Data tells us: What’s supposed to happen,not what’s happening right now.
  47. 47. It’s much harder to create a simple situation:User wonders where the bus is, bus is a orange dot that shows on map with estimated time to arrive. 
  48. 48. Can Situational Opportunity drive features?
  49. 49. What stop am I at? What’s the next stop? How much does it cost? How do I pay?Is there a bike rack on this bus?
  50. 50. All opportunities related to situation.
  51. 51. Why is a transit map important?
  52. 52. We are taking outside variables andadding them to a known situation.
  53. 53. Ignore the device.What would you add to a paper map to make it more useful?  
  54. 54. Certainly not advertising.Hand-drawn stars or indicators of what’s important to you. Social Maps? Notes? History of Use?
  55. 55. I spent the last few days in San Francisco.A city with a wealth of data and content that should be readily available. 
  56. 56. I heard the“You were using the wrong app” argument already.
  57. 57. Heres the gist, the city itself was not producing real time data for me.
  58. 58. The bus was not showing me mapping information.I saw no rating that said my hipster hotel was really in an early gentrified neighborhood.These are all opportunities yet to be found
  59. 59. Before you design, set a scenario and make your initial concept stronger.
  60. 60. Build an app that fits into someone’s life.Find a mental process and wiggle your ass right in there. Pick it up at the exact point of doubt or wonder.
  61. 61. Thanks.
  62. 62. Be Good.
  63. 63. @tigerstripe