Beyond TheMobile Goldrush   @andybudd                   @clearleft
I’m	  a	  late	  adopter
My	  view	  of	  mobile	  phone	  owners
I	  wasn’t	  a	  city	  banker
Or	  a	  drug	  dealer
Resisted	  throughout	  my	  20s
The	  age	  of	  pre-­‐planning
“Oh	  my	  ears	  and	  whiskers,	  how	  late	  its	  getting!”
We	  are	  now	  ‘just	  in	  time’	  planners
Mobile	  phones	  have	  made	  us	  sel:ish­‐pics/4991324750/sizes/l/
We	  are	  also	  more	  spontaneous
Optimising	  dead	  time
Late	  adopter	  of	  the	  mobile	  web
Twitter	  by	  WAP
Twitter	  by	  SMS
Beautiful	  and	  delightful	  experiences
I	  didn’t	  want	  to	  design	  WAP	  sites
How	  much	  we’ve	  changed
The	  mobile	  web
I	  got	  my	  :irst	  iPhone
Permanently	  tethered	  to	  the	  network
Like	  a	  TARDIS	  and	  a	  sonic	  screwdriver
My	  iPhone	  changed	  me	  forever
Back-­‐up	  brain
I	  no	  longer	  need	  to	  plan
It’s	  the	  :irst	  thing	  I	  check	  in	  the	  morning
And	  the	  last	  thing	  at	  night
It’s	  dif:icult	  not	  to	  check	  in
Mobile	  design
Early	  apps	  were	  still	  lists
The	  retina	  display
Mobile	  challenges
Mobile	  interaction
Interaction	  design
Huge	  challenges
The	  human	  interface	  guidelines
Inconsistent	  gestures
Tricky,	  mixed	  gestures
Active	  and	  passive	  items	  appear	  identical
Functionality	  is	  often	  hidden
Recovering	  from	  accidental	  activation
Links	  with	  small	  hit	  areas
It’s	  a	  bit	  of	  a	  goldrush	  out	  there
Delightful	  experiences
Rich	  visuals	  &	  natural	  textures
Windows	  phone	  is	  totaly	  different
The	  focus	  is	  on	  typography,	  colour	  and	  layout
Card	  vs	  scroll
The	  in:inite	  canvas
Card	  based	  interfaces
A	  card	  based	  interface
Hierarchical	  navigation
A	  lack	  of	  meta	  controls
Apps	  are	  not	  the	  web
Don’t	  replicate	  content
Understanding	  context
Don’t	  make	  assumptions
Tablet	  engagement
The	  web	  is	  becoming	  the	  snacking	  activity
People	  want	  to	  get	  in	  and	  out	  quickly
Information	  anxiety
Mobile	  apps	  are	  constrained
A	  pleasurable	  experience
The	  gateway	  drug	  to	  good	  UX
“You’re	  hired”
Stealth	  design
Freedom	  to	  do	  good
Sharpening	  the	  proposition
Thin	  end	  of	  the	  wedge
Good	  business?
“Number of smart phones expectedto hit 1.7 billion globally in 2013”                                      “350,000, apps f...
The	  :igures
The	  useful	  minority
A	  few	  winners
The	  app	  stores
Full	  to	  the	  brim
Quality	  &	  feedback
Reach	  for	  the	  top
Console	  games
UX	  -­‐	  success
Mobile	  apps
Native	  apps
The	  mobile	  web
We	  visit	  many	  more	  websites	  than	  apps
What’s	  next?
Mobile	  payment
Near	  :ield	  technology
Hybrid	  technology
The	  next	  breakout	  game
Mobile	  toys
Two	  screen	  experiences
Augmented	  apps
A	  huge	  opportunity
Fun	  new	  challenges
Don’t	  forget	  the	  lessons	  of	  the	  past
Apps	  aren’t	  always	  appropriate
Extend	  existing	  services
Don’t	  release	  any	  more	  crap
Our	  :irst	  mobile	  App
@andybudd @clearleft
Beyond the Mobile Gold Rush
Beyond the Mobile Gold Rush
Beyond the Mobile Gold Rush
Beyond the Mobile Gold Rush
Beyond the Mobile Gold Rush
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Beyond the Mobile Gold Rush


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The rise of smart devices like the iPhone and iPad has led to an application goldrush, with companies racing to stake their claim. In the early days we saw a few lucky pioneers strike gold, but like most gold rushes, the obvious targets were quickly depleted. Digital prospectors lured by the promise of gold are now arriving to find a very different market—one rife with competition and few obvious deposits to mine.

Recent studies have shown that we tend to limit our usage to a few core applications and the bulk of apps never even get opened. So despite newspapers and magazines hailing the iPad as the saviour of the publishing industry, does it really make business sense to jump on the application bandwagon? If not, what are the alternatives?

In this keynote, Andy Budd will look at the current state of the mobile web, how we got here and where we go next. He will explore the new opportunities that have opened up for the field of user experience design, but will caution that not every mobile experience needs to start with an app.

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Beyond the Mobile Gold Rush

  1. 1. Beyond TheMobile Goldrush @andybudd @clearleft
  2. 2. I’m  a  late  adopter
  3. 3. My  view  of  mobile  phone  owners
  4. 4. I  wasn’t  a  city  banker
  5. 5. Or  a  drug  dealer
  6. 6. Resisted  throughout  my  20s
  7. 7. The  age  of  pre-­‐planning
  8. 8. “Oh  my  ears  and  whiskers,  how  late  its  getting!”
  9. 9. We  are  now  ‘just  in  time’  planners
  10. 10. Mobile  phones  have  made  us  sel:ish­‐pics/4991324750/sizes/l/
  11. 11. We  are  also  more  spontaneous
  12. 12. Optimising  dead  time
  13. 13. Late  adopter  of  the  mobile  web
  14. 14. Twitter  by  WAP
  15. 15. Twitter  by  SMS
  16. 16. Beautiful  and  delightful  experiences
  17. 17. I  didn’t  want  to  design  WAP  sites
  18. 18. How  much  we’ve  changed
  19. 19. The  mobile  web
  20. 20. I  got  my  :irst  iPhone
  21. 21. Permanently  tethered  to  the  network
  22. 22. Like  a  TARDIS  and  a  sonic  screwdriver
  23. 23. My  iPhone  changed  me  forever
  24. 24. Back-­‐up  brain
  25. 25. I  no  longer  need  to  plan
  26. 26. It’s  the  :irst  thing  I  check  in  the  morning
  27. 27. And  the  last  thing  at  night
  28. 28. It’s  dif:icult  not  to  check  in
  29. 29. Mobile  design
  30. 30. Early  apps  were  still  lists
  31. 31. The  retina  display
  32. 32. Mobile  challenges
  33. 33. Mobile  interaction
  34. 34. Interaction  design
  35. 35. Huge  challenges
  36. 36. The  human  interface  guidelines
  37. 37. Inconsistent  gestures
  38. 38. Tricky,  mixed  gestures
  39. 39. Active  and  passive  items  appear  identical
  40. 40. Functionality  is  often  hidden
  41. 41. Recovering  from  accidental  activation
  42. 42. Links  with  small  hit  areas
  43. 43. It’s  a  bit  of  a  goldrush  out  there
  44. 44. Delightful  experiences
  45. 45. Rich  visuals  &  natural  textures
  46. 46. Windows  phone  is  totaly  different
  47. 47. The  focus  is  on  typography,  colour  and  layout
  48. 48. Card  vs  scroll
  49. 49. The  in:inite  canvas
  50. 50. Card  based  interfaces
  51. 51. A  card  based  interface
  52. 52. Hierarchical  navigation
  53. 53. A  lack  of  meta  controls
  54. 54. Apps  are  not  the  web
  55. 55. Don’t  replicate  content
  56. 56. Understanding  context
  57. 57. Don’t  make  assumptions
  58. 58. Tablet  engagement
  59. 59. The  web  is  becoming  the  snacking  activity
  60. 60. Attention
  61. 61. People  want  to  get  in  and  out  quickly
  62. 62. Information  anxiety
  63. 63. Mobile  apps  are  constrained
  64. 64. A  pleasurable  experience
  65. 65. The  gateway  drug  to  good  UX
  66. 66. “You’re  hired”
  67. 67. Stealth  design
  68. 68. Freedom  to  do  good
  69. 69. Sharpening  the  proposition
  70. 70. Thin  end  of  the  wedge
  71. 71. Good  business?
  72. 72. “Number of smart phones expectedto hit 1.7 billion globally in 2013” “350,000, apps for the iPhone compared to“As of January 18, 2011, Androids 88,000” - Feb 11the App Store had over9.9 billion downloads” “Top 25 apps category - 20,000 downloads per day. Making $12k-22k per day”“Angry Bird, the best-sellingiPhone paid game app of all timewith 4 million downloads at 99cents - earning 4 million”
  73. 73. The  :igures
  74. 74. The  useful  minority
  75. 75. A  few  winners
  76. 76. The  app  stores
  77. 77. Full  to  the  brim
  78. 78. Quality  &  feedback
  79. 79. Reach  for  the  top
  80. 80. Console  games
  81. 81. UX  -­‐  success
  82. 82. Mobile  apps
  83. 83. Native  apps
  84. 84. The  mobile  web
  85. 85. We  visit  many  more  websites  than  apps
  86. 86. What’s  next?
  87. 87. Mobile  payment
  88. 88. Near  :ield  technology
  89. 89. Hybrid  technology
  90. 90. The  next  breakout  game
  91. 91. Mobile  toys
  92. 92. Two  screen  experiences
  93. 93. Augmented  apps
  94. 94. A  huge  opportunity
  95. 95. Fun  new  challenges
  96. 96. Don’t  forget  the  lessons  of  the  past
  97. 97. Apps  aren’t  always  appropriate
  98. 98. Extend  existing  services
  99. 99. Don’t  release  any  more  crap
  100. 100. Our  :irst  mobile  App
  101. 101. @andybudd @clearleft