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Designing for Eco System

by Michal Levin on Sep 30, 2012

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Presentation given at Fluxible 2012 conference, at Kitchener-Waterloo, Canada.

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Hi, my name is Michal Levin, and I’m a user experience designer @ Google Israel. My topic for today is the very important question – Does size matter? Specifically, I would like to talk about designing a product across multiple devices, with different sizes – all part of the same eco system. I really think that as technology advances, And ecosystems continue to evolve rapidly – they change people behaviors, habits and expectations. Extending our UX design scope to the broader eco system is becoming a necessity. Before I start with the agenda for today – Just a few brief words about myself
So I’m Michal - Working in the UX field for almost 8 years now – with the last 2.5 almost being the UX designer @ Google Israel, during which I’ve been working on Google Analytics, Data visualization, Search and a few other initiatives. Before joining Google, I worked for almost 2 year in modu – An Israeli mobile company which introduced a very interesting mobile eco system perception. Unfortunately it was closed down last year, but funny enough, it was reported last May that Google acquired all of modu’s patents. Prior to that, I was a UX team manager at one of Israel’s leading UX companies. I would just like to highlight that this presentation is not going to be about Google – although the UI so far is… kinda similar . But that’s pretty much where it ends. I’m going to talk about designing for an ecosystem in general. With that in mind - let’s see what’s on the agenda.
I’m gonna start off by giving you a taste of Rachel’s English trifle pie, as a discussion basis for eco system design. We will talk about the multiscreen revolution, which stands for the growing number and diversity of screens in our daily lives,and the interconnections between them.Then – Inspired by “the whole muffin” approach, courtesy of Seinfeld, we’ll continue to discuss the main 3 types of eco system experiences – Consistent, Complementary and Continuous.And finally, we’ll go back to the question which started it all, try to answer it , and summarize the main takeaways from this talk about eco system design.
A bit of context here before we watch this video – so, it’s thanksgiving, and Rachel is in charge of the dessert – She tries to make a traditional English trifle pie, only at some point, the pages got stuck together, she doesn’t notice that, and ends up making half a English Trifle, and half a Shepard's Pie. Let’s see what happens…
Anyone wants to guess what’s the key line here?
Yup, sorry for being blunt. But - Joey, well, is kind of the exception, the edge case. Most of us are more like Ross And I think this video expresses well the underlying idea behind eco-system thinking - Which is having a mix of good ingredients is just not enough – you really need to make sure they blend well… Otherwise, the whole thing might stink. What’s really important to understand is that we’re Users are no longer fixed to high-computing desktops – they are surrounded by digital ecosystems and information networks wherever they go. As a result, the design of any digital solution must consider the variety of contexts that arise across this ecosystem, and adapt features specific to each.a huge new wave of cheap devices about to invade our lives—a zombie apocalypse of electronics – as Scorrjenson from Frog calls it.
Cross device patterns look at how people, content, and services will flow between these devices. Here’s my attempt at defining a useful reference set
Cross device patterns look at how people, content, and services will flow between these devices. Here’s my attempt at defining a useful reference set
The 3 C’s – Consistent, complementary and continuous
This model is useful when your product offering (content, feature set) is consistent in its logical context across devices. This is probably the most common model out there today – people taking their desktop experience, and creating a very similar mobile version of it. This doesn’t mean, of course, that the experience is 100% identical between devices – It can’t and it shouldn’t be. Use mode is very different between Mobile and stationary, touch interaction model is very different from mouse / keyboard interaction model, context and environment vary significantly. Furthermore, smart devices like smartphones & tablets are sensor-rich (come with accelerometer, GPS, camera, microphone, nfc…) - providing you more information about your users, and can be utilized for offering a more personalized service / product.So, the basic idea here is to try and make an application’s UX across platforms and devices as seamless as possible, but it is up to you to set limit and find the balance where the device consideration should get priority over the family behavior.Let’s see some examples
Hulu is a free website subscription service – currently available only in Japan and the u.s – which offers ad-supported on-demand streaming video of TV shows, movies, clips, trailers and other media. Hulu Plus is a monthly subscription service – which adds expanded content library as well as available on a wide range of platforms, including:Blu-ray players,TiVo DVRs, TVs, Smartphones, tablets and game consoles.
Trulia is an online real estate site for home buyers, sellers, renters and real estate professionals. It lists properties for sale and rent as well as neighborhood information and community insights.
Google search - Example for how even when you have a *really* lean UI – adjustments are still required (voice input button, camera button, algorithm behind the scenes when location is known)
In this experience type, the devices communicate with each other and react to each other, creating a new type of interaction. They complement each other to create the full experience.The integration between the devices can be of various forms. Let’s go through the main types using examples
Apple’s air play technology – allows playing together using iPhone 4s, iPad2 and Apple TV.
A similar example is KL dartboard.The app for iPad transforms the device into a dartboard; The KL Darts app for iPhone “holds” the darts. Thenyou aim your iPhone at your new dartboard, give it a quick shake, and watch as your dart is “thrown” from the iPhone and onto the iPad. The apps use Bluetooth connection between them, as well as the accelerometer data from the iPhone to determine the darts location. As you can see, you need both devices at the same time, complementing each other, to create the full experience
Slingbox is a bit of a different example – less tight than the 2 previous examples we saw. Basically, once you have Slingbox and you install SlingPlayer on the other devices, you can watch and control your home TV from these connected device.
Heineken Star Player is a different example than what we’ve seen so far, in a few aspects:First, it’s the most “loose” out of the 3 models, and also - as opposed to the other apps, the full experience here is not “owned” by the same publisher. The idea here is that the app serves as a fun companion while you’re watching a football game on TV. Specifically - the UEFA Champions League.The Star Player app only allows you to play along when the football match is on, btw.So - 10 minutes prior to the big match, you can login to the app. During the match you get these fun questions you can bet on, like “what are the odds that within the next 30 seconds team A would score?” If you get it right – you earn points. You might also get some fun trivia questions pop-up. And of course, there’s a whole social aspect to it – with people competing against each other, comparing scores, etc. So, it complements your main TV watching activity, by utilizing the multiple screens people split their attention across, and providing an enhanced football watching experience.
High level idea – one device “passes the torch” to another device to continue the user’s experience. This can be either a continuation of the same action - or going through a sequence of actions – all belong to the same flow.I think this is one of the most interesting - Let’s see some examples.
All recipes – Created a beautiful end-to-end cooking experience:You start looking for recipes on your ipad – with the bigger screen, and nice display, easy navigation, and so on. Once you find recipes you like, you can add them to your Recipe Box and shopping List, and it syncs with your iphone app right away. This way, when you go to the grocery store, you already have all the ingredients you need written down, and you don’t need to worry about forgetting anything. Also, and this where the consistency comes into play – The iPhone app does provide full access to everything whileon the go, so you can look up quickly another dish if you want, re-check reviews, and so on.Then, when you’re back home, you can get on with your cooking – using the tablet device again (which has already become quite popular for this use case). Theapp provides a very comfortable UI for cooking- including a timer, highlighting of steps and even access to comments and reviews throughout the process.Clearly, All Recipes invested a lot of thought into the full cooking experience, and put an emphasis on tailoring the experience & features per device.
TripIt Pro: another example of thinking through a continuous experience, which changes (or more accurately – user’s contextual needs change) as you progress through time. So you build your trip using the desktop or their tablet app – where it’s more confortable to do all the searching and exploration of flights, hotels, transportation, etc. Them when the actual trip date arrived, TripIt pro stays on top of your flight plans and sends you text messages about flight delays, cancellations, and even gate changes. In the event that a delay will mean you missing a connecting flight, TripIt will even let you know of alternate flights that will get you to your destination, including flight status and what seats are available. Another nice feature which kinda closes the loop (and encourages starting a new one – keeps the flow going) is a point tracker that keeps track of frequent flyer miles and hotel points that you rack up during travel.As you can see, they thought about the different periods of time / contexts (before – during – after), and created an experience which accompanies you along those different steps, and customized per device.
So we had 3 models: Consistent, continuous, complementary.Now that we understand better the different models, I would like to highlight that they are not really discrete types. More like experience dimensions which can actually be integrated. It’s up to you to decide, for example, how much “consistency” you pour into your continuous family recipe (And if we’re on recipes, then All Recipes Is a good example - the iphone app which includes access to all the recipes…).So basically– It boils down to your product offering, your users and how you choose to balance each device capabilities and context of use.Ok – let’s summarize:
Well, luckily we have Seinfeld to the rescue. Let’s see a short piece and discuss it more afterwards.
The whole muffin – I think it represents beautifully the holistic approach, thinking about the big picture before breaking it down to the different parts. This is the essence of eco-system design, really. Thinking about the high-level story, figuring out first the type of relationship between the different devices, the end-to-end flow, before drilling down to each device, putting up mocks, design concepts or wireframes.
with that in mind, let’s have a look at the 3 main models for eco-system experience
Size does matter. Not much surprise here.But – it’s not the whole story
Family matters too. And I think it’s a good metaphor for thinking about your product offering across devices,from 2 aspects: 1. The idea of having different members in size, character, age, experience, needs, goals, etc. Yet, they still all share a commonlink of the chain2. Those of you who have kids probably know it first hand, that having a 2nd child is not twice as hard, but much more than that. Mainly due to the interaction between the 2, and also - the impact of another presence in the house on the first child…Same with devices You need to think which family model fits your best:
Consistent (like: Hulu, Trulia, Google)
Complimentary? (Like Real Racing 2, KL Dartboard, Slingbox, Heineken star player)
Continuous? (Like Allrecipes, TripIt)
You really want to make sure you focus on the core essence of your product – especially when it comes to small screen devices – like mobile phones.Due to the increasing importance of mobile devices, especially as they gradually become a primary gate to web products and services -it makes sense many times to start with Mobile first. Furthermore, the small screen size forces structuring of the information, which often leads to more focused and better suited productsto the users needs.There’s a limited screen real-estate to start with, on top of which you have touch interface (which both dictates minimal elements size, as well as eliminates hover-based interaction). This, along with the common on-the-go mobile usage pushes strongly to focus on what’s really important. This lean approach is a good place to start from many times. It is always easier to add stuff – as opposed to removing. Both internally in the organization, as well as for the user who starts using / get used to certain features.
This refers to responsive and adaptive Web design, meaning making your design flexible, scalable and adaptable from the start so they could adjust dynamically to the different screen sizes and proportions. This applies to element like Columns, rows, images, controls, and text sizes – as well as the overall layout. Today, every project is potentially a multi-screen one, thus - even If you go for the mobile first approach mentioned earlier, and start with a single mobile device – It would probably be useful to define 2-3 additional sizes / resolutions to be used as a reference, to ensure a flexible design across different devices
There should be a visual link between all devices – they don’t need to look exactly the same, but they need to speak the same visual language.You want siblings – not twin brothers.
Which ever family model you go for, remember that synchronization across all devices is almost always highly important to keep the family flow going.As consumers increasingly incorporate digital media into all aspects of their lives, they want to extend the consumption of these services on "any device, any time, any place”.Synchronous data management allows to release the user from worries about device type, time or place. He can switch devices, and continue as usual. For that, cloud computing is of the essence.
I talked about a lot of things, I know – and I actually mostly focused on the holistic approach, the high-level layer of the eco system design.But you really want to think about all these aspects, and then further drill down to each device, and down to the last pixel – and you want to do that, because at the end of the day, what you want to make everyone, is…
Fall in love. With your product.And to trigger this emotion, make people fall in love, you need to work hard and handle sensitively all aspects of your product.
Thank you!

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Designing for Eco System Presentation Transcript

Does Size Matter?
Michal Levin User Experience Designer, Google michallevin@gmail.comDoes Size Matter? Michal Levin michal.levin
Does Size Matter?What’s not to like? Custard? Good. Jam? Good. Meat? Goooood Slides 4 - 9 Getting a taste of Rachel’s English trifle pie as an introduction to the needs behind eco-system thinking and designYou’re making just the muffin tops. You’ve gotta make the *whole* muffin Slides 10 - 29 Discussing three main types of eco-system experiences, with the help of Elaine, Mr. Lippman and their muffin top philosophySo… Does size matter? Slides 30 – 42 Summarizing the main considerations to take into account when designing for a product family
Key line?
“That tastes like feet”
New Era in Connectivity1.08 Billion smartphones worldwide (of 5 billion mobile phones total)10% market penetration for tablets – in less than 3 years!300 Million tablets to be sold globally in 201524 Billion wireless connected devices in 20201 Billion app downloads a month (AppStore, GooglePlay)6 Connected devices owned on average by tablet owners86% use their mobile devices while watching TV, and using other media
To Put These Numbers in Perspective… Connected devices will outnumber world population by end of 2012 Mobile app revenue exceeded $15 Billion in 2011. $11.8 Billion would feed the world’s undernourished According to World Bank estimation Monthly app downloads figure is 9 times greater than McDonald’s sells burgers
Meet The Nuclear Product Family (aka Ecosystem)
Consistent Continuous Complementary
Consistent Continuous Complementary
Consistent Experience Consistent logic, flow, look & feel Balanced with optimized UX per device (based on its’ properties, use cases and context)
Consistent Experience Hulu Plus
Consistent Experience Trulia
Consistent Experience Google Search
Consistent Continuous Complementary
Complementary Experience Devices influence each other Devices provide complementary info / functionalities Can range across various levels of integration
Complementary Experience Real Racing 2 – Party play
Complementary Experience KL Dartboard
Complementary Experience Slingbox
Complementary Experience Heineken Star Player
Consistent Continuous Complementary flickr.com/photos/rlcalamusa4156
Continuous Experience Experience is shifted between devices Can be continuation of the same action, or progressing along a sequence of actions
Continuous Experience AirPlay
Continuous Experience All RecipesYour Kitchen Inspiration Dinner Spinner Pro
Continuous Experience TripIt Pro
Consistent Continuous Complementary
So… What about the size?
Size does matter
Familymatters
Consistent?
Complementary?
Continuous?
Focus
Make Flexible
Visually connected
Shoot for the cloud
You want to make everyone…
FALL INLOVE
Thank you!
References• Microsoft Tag, 2011: The Growth of Mobile Marketing and Tagging http://tag.microsoft.com/community/blog/t/the_growth_of_mobile_marketing_and_tagging.aspx• Technology Review, 2012: Are Smart Phones Spreading Faster than Any Technology in Human History? http://www.technologyreview.com/news/427787/are-smart-phones-spreading-faster-than-any/• Gartner, 2011: Gartner Says Apple Will Have a Free Run in Tablet Market Holiday Season as Competitors Continue to Lag http://www.gartner.com/it/page.jsp?id=1800514• IDC, 2011: IDC Forecasts Nearly 183 Billion Annual Mobile App Downloads by 2015: Monetization Challenges Driving Business Model Evolution http://www.idc.com/getdoc.jsp?containerId=prUS22917111• GIGAOM, 2011: Cellular devices to hit 40 billion by 2020 http://gigaom.com/2011/10/11/cellular-devices-to-hit-24-billion-by-2020/• CISCO Visual Betworking Index,: Global Mobile Data Traffic Forecast Update, 2011- 2016 http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11- 520862.html/
References• WebpageFX, 2011: A History of App Stores: Apple, Google, and Everyone Else http://www.webpagefx.com/blog/internet/history-of-app-stores-infographic/• Our Mobile Planet Research 2011-2012: Commissioned by Google and conducted by Ipsos MediaCT in partnership with the Mobile Marketing Association and the Interactive Advertising Bureau http://www.thinkwithgoogle.com/mobileplanet/en/• The Nielsen Company, 2011: Mobile Connected Device Report

Designing for Eco System

by Michal Levin on Sep 30, 2012

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Designing for Eco System Presentation Transcript