Trends, Challenges & Solution For Mobile App UX Design

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    Trends, Challenges & Solution For Mobile App UX Design - Presentation Transcript

    1. Joe (胡洋) April 28, 2009 April 28 2009 Thinkbank, Beijing, P.R China
    2. Trend Td Challenge Solution 2
    3. Mobile Phone: the 3rd Screen rd Screen 3 nd Screen 2 st Screen 1 3.0 Billion Users 1.0 Billion Users  1.5 Billion Users 3
    4. We Are Living & Doing Business in the Ear of Mobile App Personalized Life  Portal ities Personal Multimedia & Entertainment  Centre Ct nctionali Mobile internet Basic  GPS Communication  Penetration of fun Mobile TV bl Tool  Storage MP3/MP4 Bluetooth Camera Game Color screen SMS Voice P ………………………………………………………………………….……. 1996 2008 2012 2015 Device convergence & upgrading 4
    5. Widget App Is Going to Emerge as the Dominating Service  Portal of Mobile Life in the Age of Mobile 2.0 g Mobile Phone will be the portal of internet & life is going to be  “Widgetlization” in the future. 5
    6. The Entire Value Chain Is Ready, Mobile Apps & Services Have  Become the Engine for Future Growth GoToMarket Channel Channel  used to be the last barrier for mobile app  developers to make money, but this is to be ended  as more and more “Application Stores”  are  available around the world. And even more will be built‐up in the future. 6
    7. China’s Mobile Internet Users Is Surging China Mobile Internet User Base Mobile Internet User % of Internet User 400 80% 75% 75% In million  users 360 69% 70% 310 57% 300 60% 235 50% 44% 40% 200 34% 155 28% 30% 92 20% 100 47 31 10% 0% 0 2005 2006 2007 2008 2009e 2010e 2011e 2005 2006 2007 2008 2009e 2010e 2011e Source: CNNIC, 2009 Source: CNNIC, 2009 7
    8. Unfortunately, THIS IS a FRAGMENTED World! 8
    9. Devices are Diversified In China, there are:  • >150 phone brands, EXcluding white‐labels Around 6,000 devices are selling in the market place  • And there are > 200 new devices every month coming up And there are > 200 new devices every month coming up • > 20 million units sold to end user every month • Functionalities mix also are dizzy:  • OS, memory, Java, GPS, music / video playback, touch  OS J GPS i / id l b kt h screen, sensors, etc… 9
    10. Screen Sizes Are Diversified 3.7 3.0 3.2 3.5 2.6 2.8 2.2 2.4 2.1 1.8 2.0 1.7 1.6 1.5 China Mobile Phone Sales Breakdown by Screen Size (percent) China Mobile Phone Sales Breakdown by Screen Size (percent) 2.0‐2.2',  29  2.4',  17  1.8',  15  2.5‐2.6',  6  1.6',  2  2.8 ,  6  2 8' 6 3.0‐3.5',  4  1.5',  20  >3.5',  3  Source:  thinkbank mobile phone retail audit, 2009 10
    11. Display Resolution Are Diversified Handsets Display Resolution Breakdown: Febuary’09 Resolution Percent 240*320  39.7% 128*160  16.6% 128*128 14.8% 176*220 12.7% 68*98 8.7% Others 7.5% Total 100.0% 100 0% Source:  thinkbank mobile phone retail audit, 2009 11
    12. Operating System Are Diversified China Smart Phone Market  Sales Volume Breakdown by OS: February’ 09 (percent) Symbian, 73 Symbian 73 ( Symbian 6.0, 7.0, 8.0, 8.1, 8.2, 9.0, 9.1, 9.2, 9.3 60 70 80 81 82 90 91 92 93 , 2nd, 3rd, 5th, UIQ……) Open Mobile Others 3 Others, 3 System iPhone, 2 Windows  Linux, 9 (Classic / Standard / Professional) Mobile, 13 M bil 13 Source:  thinkbank mobile phone retail audit, 2009 12
    13. Content Are Diversified Users do NOT only want what they already have on  • internet, music, video, games, sports, navigation, photo  sharing, searching, shopping, chatting, banking, etc… but also want what has NOT yet been  sharing, searching, shopping, chatting, banking, etc… but also want what has NOT yet been provided on the internet! 13
    14. Users’ Prior Experience Are Diversified Right‐handed or left‐handed?  Pi E i This is ONLY one of the Prior Experiences users have. 14
    15. Usage Context Are Diversified  + = Usage  Context  Users would like to play with mobile apps  Even when they are using  Even when they are using Anytime & Anywhere: rest rooms… ^_^ Waiting for  Home boyfriends / girl  y g on the way home  y friends On the way office Waiting in a queue Office On bus / subway /  Coffee bar After launch After launch Etc. …… Et Before go to bed Etc…… 15
    16. Users Are Fragmented, User Needs Are Diversified • User segments are just like magic cubes that  consists of  pieces of mini‐cubes, every cube is  unique. •U Users have different age, gender, educational  h diff t d d ti l background, income, jobs, value &  lifestyle, personality, etc… • Users are Fragmented, hence, users needs  are Diversified. are Diversified. 16
    17. However, What Has been Remaining UNCHANGED is  However What Has been Remaining UNCHANGED is the User’s Pursuit of UX: Ultimate UX!!! 17
    18. Challenge TIAO ZHAN 挑战 Evidently, It’s Very Challenging to Deliver Ultimate UX on Diversified  E id tl It’ V Ch ll i t D li Ulti t UX Di ifi d Devices to Fragmented End Users in Various User Contexts! 18
    19. How to Coordinate These Conflicts? e e ss Target= Devices + Users + Apps Target= Devices + Users + Apps 19
    20. Five Steps to be Successful FIVE steps to align the disorder and  match them up: 1. Understand Needs 2. Design UX 2 Design UX 3. Measure UX 4. Evaluate UX 5. Optimize UX p 20
    21. Step 1: Understand User Need of Target Segment Try to communicate, then UNDERSTAND your users: 1. 1 Who are they? Who are they? 2. Where are they? 3. What they do? y 4. What do they need? 5. What kinds of devices they are using? 21
    22. Step 2: Design UX “H‐E‐M‐C” Design for HANDS! Design for EYES! Design for MINDS! if ! Design for CONTEXTS! Design for CONTEXTS! 22
    23. Step 3: Measure UX Mobile Application UX Metrics Useful 3.5 Usable 2.5 25 Intuitible 3.8 Desirable 4.7 Accessible 4.3 Valuable 3.2 0 1 2 3 4 5 23
    24. Step 4: Evaluate UX 1 1. Interview 1. Interview 2. Observe 2.  2 Observe 3. Evaluate 3. Evaluate 24
    25. Step 5: Optimize UX 1. Refine the overall application concept. Refine the overall application concept. 2. Simplify the human machine interaction. 3. Improve user interface. 3I i f 4. Contextual test. 25
    26. Appendix:  Appendix: Top 10 Tips for App Development 26
    27. Top 10 Tips from User Focus Groups (1/10) Keep the app conception Keep the app conception Simple & Stupid. p p 27
    28. Top 10 Tips from User Focus Groups (2/10) Visual Effect Fascinated User Interface Design & Outstanding Visual Effect 28
    29. Top 10 Tips from User Focus Groups (3/10) Intuitive design  reduces the time user spends in learning how to use the app. 29
    30. Top 10 Tips from User Focus Groups (4/10) innovation [in.no.va.tion] Innovation means a NEW way of doing something. from www.wikipedia.com 30
    31. Top 10 Tips from User Focus Groups (5/10) Transparent Fees p GPRS fee, purchase fee & service fee, etc… Convince users that there is not any charging traps. y gg p 31
    32. Top 10 Tips from User Focus Groups (6/10) Make It LARGE, then User Can See It very  Clearly. 32
    33. Top 10 Tips from User Focus Groups (7/10) Any Scenario Users are going to use your app in Any Scenario you  never imagined. At home On their way In offices Coffee bars Even… 33
    34. Top 10 Tips from User Focus Groups (8/10) Battery Consumption level. y p Lower Then users can play with you app longer. 34
    35. Top 10 Tips from User Focus Groups (9/10) Users care about both  processing speed & network speed. 35
    36. Top 10 Tips from User Focus Groups (10/10) Last, we are design for Small Display Devices Design for devices like this           Design for devices like this NOT Devices like this Devices like this VS 36
    37. Thank you. :‐) Th k ) 胡洋 Joe@thinkbankchina.com MSN: joe@sino‐mr.com MSN: joe@sino mr com 37
    38. THINK LOGICALLY ANALYSIS CREATIVELY PRESENT VISUALLY LOGICALLY, CREATIVELY, 38

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