International Marketing and Ourtput DataBase Conference (IMAODBC) 2017. Madrid, Spain, 17-21 October 2017. This presentation won the Bo Sundgren Award.

6. 1977-2000
Computer Shipments
in Thousands/Year (log scale)
Windows PC
Mac

8. interaction
1

9. interactioninteraction
1 data

10. interactioninteraction
1 data
API
developers

11. interactioninteraction
1 data
viewer
API
developers
end users

12. data

13. data
shorten
the
path
to
data

14. land on data
A
S A P
shorten
the
path
to

15. Ask
less
shorten
the
path
to

16. not less options
default options
Ask
less

17. not less options
default options
clicks
selections
action
decissions
concept processing
cognitive

18. not less options
default options
action
cognitive
99/1

19. not less options
default options
%ofdata
99/1
%ofusers

20. The Factory Metaphor
Tables as the result... ...of a process

22. land on data
A
S A P
shorten
the
path
to

23. data
from data
to data
data datadata
shorten
the
path
to

24. data
from data
to data
shorten
the
path
to

26. Table Builder

28. Table Builder
Table Editor
edit

31. default dangers
default options
unawareness
99/1
unexpected

50. 1977-2000
Windows PC
Mac
Computer Shipments
in Thousands/Year (log scale)

51. 2016
Android Phones
iPad
iPhone
Android Tablets
Windows Phone

53. 30%mobile + tablet sessions
over all new users’ sessions
20
80

54. App Web
Discover
Buy
Download
Install
Run

55. App Web
Discover
Buy
Download
Install
Run
Update 2016
35%
65% new
users

56. App Web
Discover
Buy
Download
Install
Run
Update
Discover

57. Web
World traffic
(October 2016)
49%
desktop
51%
mobile + tablet

58. WebMobile
first!
World traffic
(October 2016)
49%
desktop
51%
mobile + tablet

59. WebMobile
first?
Our traffic
(2016)
70%
desktop
30%
mobile + tablet

60. mobile
2

69. mitigation
damage

72. text/forms/visuals/tables
mobile/desktop
minimize
UX diffs
diffs of approach

74. cells / table
grains / sand
words text

81. The Trouble with Harry images © Universal Studios
League of Nations and International Statistical Institute
estimates of the world population in 1929 CC-BY-SA Mthomas2477
Metal Movable Type CC-BY-SA Willi Heidelbach
Silicon 0116 6336 CC-BY Ross Elliott
Dart board CC-BY-ND torbakhoppe
Labyrinth CC- BY-NC-ND MDUUC_PHOTO_TEST
Hand © clipartpanda.com
Human brain CC-BY-SA Gutenberg Encyclopedia
Modern Times © Warner Bros
Landing track CC0 Monica Volpin
Rubik’s Cube © PNG All
Computer Shipments chart CC-BY-NC-ND Dion Almaer
Hourglass © kingofwallpapers.com
Credits