Joe (胡洋)
April 28, 2009
April 28 2009
Thinkbank, Beijing, P.R China

Trend
Td
Challenge
Solution
2

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

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

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

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

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

Unfortunately, THIS IS a FRAGMENTED World!
8

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

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

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

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

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

Users’ Prior Experience Are Diversified
Right‐handed or left‐handed?
Pi E i
This is ONLY one of the Prior Experiences users have.
14

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

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

However, What Has been Remaining UNCHANGED is
However What Has been Remaining UNCHANGED is
the User’s Pursuit of UX: Ultimate UX!!!
17

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

How to Coordinate These Conflicts?
e
e
ss
Target= Devices + Users + Apps
Target= Devices + Users + Apps
19

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

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

Step 2: Design UX “H‐E‐M‐C”
Design for HANDS!
Design for EYES!
Design for MINDS!
if !
Design for CONTEXTS!
Design for CONTEXTS!
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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

Step 4: Evaluate UX
1
1. Interview
1. Interview
2. Observe
2.
2 Observe
3. Evaluate
3. Evaluate
24

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

Appendix:
Appendix:
Top 10 Tips for App Development
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Top 10 Tips from User Focus Groups (1/10)
Keep the app conception
Keep the app conception
Simple & Stupid.
p p
27

Top 10 Tips from User Focus Groups (2/10)
Visual Effect
Fascinated User Interface Design & Outstanding Visual Effect
28

Top 10 Tips from User Focus Groups (3/10)
Intuitive design
reduces the time user spends in learning how to use the app.
29

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
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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

Top 10 Tips from User Focus Groups (6/10)
Make It LARGE,
then User Can See It very Clearly.
32

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

Top 10 Tips from User Focus Groups (8/10)
Battery Consumption level.
y p
Lower
Then users can play with you app longer.
34

Top 10 Tips from User Focus Groups (9/10)
Users care about both
processing speed & network speed.
35

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

Thank you. :‐)
Th k )
胡洋
Joe@thinkbankchina.com
MSN: joe@sino‐mr.com
MSN: joe@sino mr com
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THINK LOGICALLY ANALYSIS CREATIVELY PRESENT VISUALLY
LOGICALLY, CREATIVELY,
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