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The Mobile Question @ Big Design 2010


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This is the updated presentation I originally gave at the IA Summit on Mobile Strategy.

This is the updated presentation I originally gave at the IA Summit on Mobile Strategy.

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  • 1. The Mobile Question: Lessons in Design and Strategy for Your Mobile Experience Big Design Edition #bigd10 ?
  • 2. Mobile projects
  • 3. ?
  • 4. hello.
  • 5. @jeremyjohnson #bigd10 #TheMobileQuestion
  • 6.
  • 7.
  • 8. pre 2007 (or Bi)
  • 9. mobile internet adoption = >12%
  • 10. pre 2007 Hard time getting adoption with feature phones and carriers today 40% of Pandora users are mobile - and mobile now has more sessions (2.5x) than the desktop site (now adding 30,000 iPhone listeners a day)
  • 11. A) ?
  • 12. B) far off
  • 13.
  • 14.
  • 15.
  • 16. hi
  • 17.
  • 18. It took the iPod 17 quarters to reach 30 million units. The iPhone did it in 10.
  • 19. B) far off
  • 20. little less...
  • 21. UX Lisbon: The Next 10 Years “Clients ask for applications to be designed and created but often, they can't see the next five years so they don't where they are going. For instance, the biggest companies in the World do not know what to do with mobile.”
  • 22. “we need to go mobile...”
  • 23. “we need an iPhone app...”
  • 24. “...why [do] they ignore all devices except [the] iPhone. Not everyone has an iPhone. Could you speak to the non- iPhone users...” 12/2009
  • 25. UX
  • 26. Combo box Navigation Button Home Screen Name Edit YOU ON
  • 27. me again
  • 28. 85+ Million
  • 29. iPhones, in particular, can generate as much traffic as 30 basic feature phones
  • 30. 35% of smartphone owners browse the mobile Internet at least daily versus only 4% of featurephone owners
  • 31. 71% of all smartphone users use Internet 88% of iPhone users use Internet 92% of Android users use Internet
  • 32. !"#$%&'(&#'$)'*+&',$%%&-'.//'"0'12.-*/+"0&) !"#$%&'"("&)*(+,+(+-.&/0&12 34&56678&92 !"# %&# +,-./,.- ((# ((# $"# '%# 0112 )!# )*# $$# '3# 4567-85, )3# %*# )# 0;;<=>?26/8?./2 !!# 0;;<=@7/-1A5,. 98:.5 "&# 0;;<8BA5,. '$# 0;;<0,:/58: 2$:%*-;&!$/+<-&!-=+"&!"%>-(?<"*-&@ 92 @ 3"04$5&0*$.%'6'7-"/-$&*.-8 3"/8-$9+*':';<<='>+&'?$&%)&0'3"2/.08 "Gill, David" <>
  • 33.
  • 34. Smartphones make up a small percentage of the World's four billion cell phones but they differ drastically in their use.
  • 35. non-smart phone users don’t use the mobile internet (much)
  • 36. If it’s not EASY...
  • 37. “...why they ignore all devices except iPhone. Not everyone has an iPhone. Could you speak to the non- iPhone users...” 12/2009
  • 38. » Symbian’s share of smartphone requests fell from 43% in February 2009 to 18% in February 2010. » iPhone OS increased from 33% in February 2009 to 50% in February 2010. » Android increased its share from 2% to 24% year-on-year phones-and-mids.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+IntoMobile+(IntoMobile)
  • 39.
  • 40. “BlackBerrys are still the best- selling smartphones in the U.S., and their web presence rounds down to zero...”
  • 41. 1 in 2 Americans Will Have a Smartphone by Christmas 2011 from Original Signal If you're not ready to bid farewell to the feature phone just yet, you might want to start preparing your goodbyes. Nielsen today said that by the end of 2011, smartphones will overtake feature phones up from a mere 10% in early 2008.
  • 42. 75+%
  • 43. What do we need to do?
  • 44. ACTION!
  • 45. we = ?
  • 46. Step 1: What kind of mobile experience are you creating?
  • 47. First Step in your mobile plan: What app/site are you building? 1) Mobile First 2) Content 3) Application or ecommerce 4) Entertainment
  • 48. 1) Are you creating a mobile first solution?
  • 49. Definition: A solution that first exists to fill a mobile need, or is more valuable on a mobile device.
  • 50. 1) Are you creating a mobile first solution?
  • 51.
  • 52. s quick note » Start with a native application » Hit all major platforms (including web) » Be prepared to hire mobile experts » Market the app stores » Watch new devices as released
  • 53. 2) Taking your content mobile?
  • 54. Definition: Mostly text, or photos - very little “application style” interactions.
  • 55. 2) Taking your content mobile?
  • 56. Usablenet's mobile platform, Usablenet Mobile (UM), is a fully managed service that extends a company's web site (or other source) functionality and content to a customized, dynamic, mobile view. Usablenet Mobile dynamically builds each mobile page based on the exact capabilities ofthe mobile phone accessing the client’s site.
  • 57. To see the new mobile version, just go to on any touch-screen mobile device. We’ll be adding full support for non- touchscreen models soon.
  • 58. s quick note » Evaluate your internal skillsets » Research value to go mobile » Find out what devices your readers have » Research different development options (mobile stylesheets, on-the-fly optimization, custom development...)
  • 59. 3) Moving desktop/web applications (or ecommerce) to mobile?
  • 60. Definition: Taking an interactive application or site and moving it to a mobile platform.
  • 61. 3) Moving desktop/web applications (or ecommerce) to mobile?
  • 62. “Since we’re talking about an app for a phone, we might as well take advantage of voice.”
  • 63. s quick note » What technologies are your developers familiar with? » Take stock of your features to see how they match up to devices » Do you have services ready for a mobile app/site?
  • 64. 4) Going for entertainment?
  • 65. Definition: Games, sound or video experiences, that need deep phone integration and high fidelity graphics.
  • 66. 4) Going for entertainment?
  • 67. s quick note » Learn the pricing/gaming of the app stores » Be prepared to create native applications » Design matters! » Watch your reviews “UI, Timing, Luck, and Features”
  • 68. Mobile plan What type of experience are you creating? 1) Mobile First 2) Content 3) Application or ecommerce 4) Entertainment
  • 69. Step 2: Time to get into design the process...
  • 70. BER!! REMEM Don’t forget your process!
  • 71. What needs to go mobile?
  • 72. quick answer... NOT EVERYTHING! or at least use progressive disclosure!
  • 73. Amazon example
  • 74. “Good mobile apps focus on a few important tasks. Resist the temptation to make all the features of your main site into the ones that are most critical for mobile.” Joe Marini's Designing and Developing for the Rich Mobile Webpresentation at Microsoft's MIX10 conference
  • 75. Mobile plan What needs to go mobile? List out top 3-5 features that: A. Are needed for your business B. or, are specific to the mobile context
  • 76. Who are our mobile users?
  • 77. “I’m just playing around” goal vs. leisure “I need to find a pizza joint”
  • 78.
  • 79. leisure leisure mix goal “only”
  • 80. mix ? leisure leisure ? goal “only”
  • 81. What are our users using?
  • 82. ?
  • 83. analytics
  • 84.
  • 85. Business Users? International Audience? Targeted Companies?
  • 86. Mobile plan Who are our mobile users? A. What persona are you designing for? B. What devices are they using?
  • 87. How do you Design for mobile?
  • 88. Free Printable Sketching, Wireframing and Note-Taking PDF Templates
  • 89.
  • 90.
  • 91. learn mobile ui
  • 92. The MUX Archetypes I propose are: 1. Application Centric 2. Activity Centric 3. Timeline Centric 4. Context (Location) Centric 5. Process/Task Centric 6. Emotion Centric 7. People/Identity Centric “Can we look at a user interface and guess what it’s going to do for us? If the answer is a!tentative yes, it probably means its interaction model is based on a common archetype.”
  • 93. try, play, use
  • 94. Finger Mouse
  • 95. Mobile plan How to design for mobile? A. Touch, click, scroll, or tap? B. Get the devices C. Homework: Try everything!
  • 96. What devices do we need to focus on?
  • 97. The devices your users have...
  • 98. If you currently have users... analytics FTW!
  • 99. Data from current users muddling through your desktop site...
  • 100.
  • 101. “Now, for a growing majority of mobile strategies that don’t require a global presence on widely varying devices, the discussion begins with iPhone. [...] And iPad app may soon replace iPhone app as the starting point. Frankly, as the adoption rate of iPhone increases and if iPad follows suit, it will become increasingly difficult to argue in favor of a starting point other than iPhone OS. The NPR iPad app, for one, provides a much more pleasant user experience than” - Cameron Moll
  • 102. 1st
  • 103. A) mobile first
  • 104. B) $$$
  • 105. C) Super Developers
  • 106. but, remember...
  • 107. Content 90% = “Option A” » WAP HTML Based » Native BlackBerry
  • 108. ?
  • 109. 75%
  • 110. HTML5 HTML5 HTML5
  • 111. Mobile plan What devices do we focus on? A. Check your analytics B. Survey your users
  • 112. What technologies do we use?
  • 113. 1) This is hard!
  • 114. 2) Native is better...
  • 115. Today’s World...: Native iPhone: Object-C Native Android: Java Native BlackBerry: Java Native Palm: WebOS Native Windows Phone: Silverlight Flash Lite / Flash HTML5 / CSS3 Let’s focu » PhoneGap s on this » Etc...
  • 116. The most useful for getting a rich experience to the most HTML5 mobile internet users, at the lowest cost.
  • 117. HTML5 / CSS3 Here are the pros of web app development: » Web developers can use their current authoring tools. » You can use your current web design and development skills. » You are not limited to developing on the Mac OS. » Your app will run on any device that has a web browser. » You can fix bugs in real time. » The development cycle is fast.
  • 118. HTML5 / CSS3 Here are the pros of web app development: » Almost a silver bullet for “One Web” » Works with URLs ( or app stores (via phonegap, etc...) » Highly skinable to different colors/designs » Quick to prototype
  • 119. HTML5 / CSS3 They’re fi xing thes Here are the cons of web app development: e... » You cannot access the all cool hardware features of the phone. » You have to roll your own payment system if you want to charge for the app. » It can be difficult to achieve sophisticated UI effects.
  • 120. “In many ways, HTML5 is just the baseline of where mobile browsers are headed. Many companies, from carriers to handset manufacturers, are looking to mobile browser innovation as a key to their mobile strategies.”
  • 121. “It's a web app, but it doesn't feel like a web app”
  • 122.
  • 123.
  • 124. Mobile plan What technologies do we use? A. Is native a must? B. What type of developers do you have access to? C. Can something like HTML5 work with your users/devices?
  • 125. Decision Time!
  • 126. Application or ecommerce Feature A Feature B Feature C
  • 127. Multiple Application? Yes Yes Platforms? No Audio, video, or Native app Yes camera needed? needed No Does in need to Web based be available in the No app app stores?
  • 128. Make this into a uestion: The Mobile Q d Strategy for Your Mobile Experience ign an worksheet Lessons in Des workshop with your »What kind of mob ile experience are you creatin g? business owners. Mobile First Content ecommerce Application or Entertainm ent time to design b) are specific to the mobile context to go mobile? ur business, or » What needs needed for yo p features that are a) List out 3-5 to 1) 2) 3) 4) 5) mobile users? » Who are your Goal Leisure e usage: on mobile devic s or knowledge List any current analytic ile? Design for mob User Experience team!) » How do you your Design/ space: (remember to en gage mpete in your s apps that co well designed, review List any known HAVE! YOUR USERS focus on? THE DEVICES do we need to » What devices s or surveys, et c...? o from analytic Any additional inf use? logies do we » What techno t? Is Native a mus Ye s No to? u have access velopers do yo W hat types of de es? your users/devic ML5 work with Can something like HT Download from: Yes No
  • 129. Trends
  • 130. LOCATION The company [Yahoo] is also going to target local search because it believes it can leverage the intimacy of a user’s location to deliver better results. All the major players are doing this, but Yahoo is showing some innovation with things like Sketch-A-Search. “Mobile search results should be actual stuff that you care about blocks away from you,” said David Katz, VP of North America at Yahoo Mobile. “There are a lot of opportunities to use location – it can be when you’re near a certain point, and there’s also a lot of opportunity pairing location with a time of day.” Yahoo eyes mobile for growth
  • 131. CHECK-IN Foursquare’s Growth Not Slowing Down: 725,000 Users, 22 Million Checkins
  • 133. iPAD Big iPhone?
  • 134. iPAD revised their shipping forecasts for the iPad, and they now expect to ship 8-10 million devices by the end of 2010.
  • 135. 450,000 3.5 million apps visuals.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+IntoMobile+(IntoMobile)
  • 136. A million iPads sold in 28 5/3 days (2.5x faster than the iPhone) with 13 million app downloads.
  • 137.
  • 138. WINDOWS PHONE 7
  • 139. WINDOWS PHONE 7 What we know... » Two screen sizes: 800x480 and 480x320 » Native apps built in Silverlight » Browser is based on IE7 (could have elements of IE8?) » Out by Christmas
  • 140. ANDROID
  • 142. Adobe essentially says Steve Jobs is a business-killing jerk (Update: “Go screw yourself Apple”)
  • 143.
  • 144. HTML5
  • 145. How Google’s Chrome Web Store impacts smartphones “Google believes that the web is the ultimate app platform and I tend to agree, particularly with all the capabilities that HTML5 will offer. It also thinks that smartphones will make desktops “irrelevant” in as few as three years.”
  • 146. questions? Keep up with mobile trends now - follow: @mobilefeeds @jeremyjohnson
  • 147. thanks! @jeremyjohnson