2. What we’re going to cover
1. Overview of the app landscape
2. Product development for apps
Refreshment break
3. Experience design for apps
4. Data and consumers
5. Getting started: next steps
11. Ubiquitous format
Fixed format - not suitable for
phones
Can’t directly sell in
Appstore
EPUB3 standardised but not widely
adopted
Limited functionality and customisation
Reader apps (eg. iBooks) are a bit
funky
No standardisation – all special snowflakes
Can work on all devices
Must distribute through app stores
More easily monetisable
PDF
EPUB3
APP
16. Playing by the Apple rules
• Apple will take 30% + VAT
• All apps are subject to an approval process
• You can only sell apps through the Appstore
• Consumer data capture is opt-in
17. Interesting loopholes
You can’t open a rival Appstore.
But you can open your own shopfront app.
You can’t sell PDFs in the Appstore.
But you can sell them through your own app.
You can’t sell content in your app
except through Apple.
But you can give people access to
content they have bought elsewhere.
You can’t insist on getting user details.
But you can offer discounts in exchange for
user data.
19. Advantages of storefront apps
• Direct channel to customer
through push notificationsSingle
focus for marketingInitial technical
investment reused over many
content titlesSimple route to
digitising existing content at low
cost
20.
21. Flexible pricing
• Vary price over timeSet different
“natural” prices in different
territories, eg. 99c but 99p
• More or less real-time
29. A tipping point for app publishing
• Reduced costs = lower risk, easier ROI
• Returns creative control to publishers
• Can begin to move beyond
experiments, start thinking about
sustainable workflows
33. How do I get to the
next page?
How long will it
take to finish?
Where am I?
Is there a place I can
stop coming up?
How far have I got?
How do I find what I’m
looking for?
How do I know what
there is to look for?
?
Am I missing
something?
34. Experience design is not
sugar for your medicine.
Experience design is about
user-centric thinking.
“Let’s jazz up our content
with a bit of interaction”
35. What does the
user want to do?
How can we
make that easy
and delightful?
36. For some content, the best
interaction is very simple
“Just keep swiping”
39. Never how we read other types of books
Dip in and out.
Look up a
certain thing.
Skip a bit we’re
not that
interested in. Choose our own
path through the
book.
48. iOS screen sizes
Android
You cannot build a
practical workflow
around fixed page
sizes and distribute
to multiple devices.
Scrolling and
responsive design
solve this problem.
59. It’s all about the user. What they
want and when.
Work with web designers.
The page is dead. Scrolling is your
friend.
Don’t get too attached to your print
fonts. You probably can’t afford
them.
Don’t overcomplicate. Keep
your app as simple as it can be.
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SUMMARY
Editor's Notes
Massive shift in content distribution = rise of mobileRising tide it would be good to have a boat on
Mobile is eating the worldhttp://www.slideshare.net/bge20/2013-05-bea
Proliferation of devices [pic - multiple devices][chart: tablets overtaking ereaders]
[chart: tablets overtaking ereaders]
New distribution channels and revenue models (IAP, subs, crowdfunding)
Modes of usetime of day patterns - sofa vs out and about
Divergence between fiction and other publishing Linear narrative = solved problem = ebook is the universal container but ebooks are very poor for non-text content[percentages by sector]
Everything else: Picture books, childrens, education, etc... PDF = ubiquitous, but not mobile EPUB = “enhanced ebook”, pretender to standard Apps = where the money is, but no standardisation
Ecosystems
Ebook ecosystem - universal, portable format = growing rapidly (tho slowed somewhat by DRM)
App ecosystem... = Apple
Other stores exist - Android leads in device sales; but usage and monetization totally dominated by Apple Self-selecting
Restrictions on the market, eg. Apple will take 30% + VATYou can’t directly sell apps off your own website However - you can’t expect Apple to market your apps for you
storefront selling PDFs advantages with marketing, customer relationship
storefront selling PDFs advantages with marketing, customer relationship
vouchers in magazine world -> bundling, higher ARPU
Books have interaction design dictated mostly by the constraints of printprogressremembersharing etc
Digital = we have to decide these things, they are not built in. Some of them have such obvious answers in print books that we might not think to ask them.
For the beginner, user experience design can look like - how do we decorate our content with a bit of interaction?
What does the user want to do? How can we make that easy and delightful?The answers to those question might be quite varied even for a single app.
For the beginner, user experience design can look like - how do we decorate our content with a bit of interaction?
For narrative - pretty easy. For magazines, often OK too - closed, limited journey. You can “do” a magazine.
Never how we read other types of books. Dip in and out. Look up a certain thing. Skip a topic we’re not that interested in. Choose our own path through the book.
Cookbook - modes of use= a better cookbook than print
Good Food magazine
Good Food magazine
Good Food magazine
Good Food magazine
Death of the pageThere is no fixed page sizeCannot build a practical workflow around fixed page sizes, if want to distribute to multiple devicesBuying once gives you app on all your (Apple) devices
PDF on a phone
Buying once gives you app on all your (Apple) devices
Here’s a really simple example
Rule of thumb - All pages are smaller [use dinos?]=> don’t need to show everything at once
Touch targets need to be large -> limits on what you can fit on a page
Progressive reveals
extra non-book things - use device capabilities
Workflow- are you going to build a new printing press for every book => need to build a scalable and practical workflow => work within constraints of your framework