Embracing mobile platforms | nascent at carmel ventures

Embracing Mobile PlatformsTrends, Platforms &UX Driven Development.www.nascentgrp.comCarmel Ventures Workshop January 2011

A brand, product and service innovation consultancy.Working internationally for a wide range of global brands:SAP, Motorola, SanDisk, NDS, Kodak, Comverse, BetterPlaceAn expanding focus on the opportunities presented by mobile trendsand devices.Carmel Ventures Workshop January 2011

OutlineThe Business PerspectiveThe Platform PerspectiveiOS: Key Technologies / StrengthsWhat Makes a Great Mobile Product?Building a Mobile Product: a UX Driven ApproachNew Products: Rapid PrototypingCarmel Ventures Workshop January 2011

Part 01The Business PerspectiveWhy Mobile Platforms?Carmel Ventures Workshop January 2011

The Business Perspective: Why Mobile Platforms?Why mobile platforms?Carmel Ventures Workshop January 2011

The Business Perspective: Why Mobile Platforms?Mobile devices are morepowerful than ever.Carmel Ventures Workshop January 2011

The Business Perspective: Why Mobile Platforms?Carrier control is largelya thing of the past.Carmel Ventures Workshop January 2011

The Business Perspective: Why Mobile Platforms?Sell & deploy directto consumers.App stores rule.Carmel Ventures Workshop January 2011

iOSApp distribution:App StoreIn App PurchaseEnterprise ProgramCarmel Ventures Workshop January 2011

AndroidMarket is fragmented:Android MarketCarrier StoresAmazon StoreEach with it’s own database...Carmel Ventures Workshop January 2011

The Business Perspective: Why Mobile Platforms?New monetizationopportunities.Ability to sell software to consumers in a super-easy way.Ability to monetize content.Who thought 2-3 years ago that NYT could sell content?that Wired could? that local newspapers could?Who thought you could sell indie software?— for a mass market?Carmel Ventures Workshop January 2011

The Business Perspective: Why Mobile Platforms?There are differentmonetization models:Carmel Ventures Workshop January 2011

The Business Perspective: Why Mobile Platforms?Freemium ngmoco Rolando 2 FreeCarmel Ventures Workshop January 2011

The Business Perspective: Why Mobile Platforms?Selling apps + in app purchases Borange Inc. Textie FreeCarmel Ventures Workshop January 2011

The Business Perspective: Why Mobile Platforms?Free consumer app > big backend server product Airstrip Monitoring Remote Patient Monitoring Free Interfaces with a big, commercial server side solution that transmits this information to mobile devices.Carmel Ventures Workshop December 2010

The Business Perspective: Why Mobile Platforms?Free consumer app > extends web based ecosystem Tumblr Tumblr FreeCarmel Ventures Workshop December 2010

The Business Perspective: Why Mobile Platforms?Selling appsFreemiumSelling apps + in app purchasesFree consumer app > big backend server productBanks, EMRs, etc.Free consumer app > extends web based ecosystemThese sometimes drastically improve the web-based service:By an order of magnitude, twitter is better as a native iPhone appthan as a web app.Subscription based chargeMight have challenges on iOS.Carmel Ventures Workshop January 2011

The Business Perspective: Why Mobile Platforms?OpportunitiesA mobile app can expand our business outreach and make itpossible for more people to engage with us, in broader use cases.Carmel Ventures Workshop January 2011

Part 02The Platform PerspectiveCarmel Ventures Workshop January 2011

DevicesPhonesNon-PhonesTabletsCarmel Ventures Workshop January 2011

DevicesTablets != SmartphonesiPad (not equal) iPhoneCarmel Ventures Workshop January 2011

PlatformsNative apps vs.Web Apps vs.Mobile Web ContentNative apps have many benefitsWeb-based content may have immediate advantagesCarmel Ventures Workshop January 2011

The Business Perspective: Why Mobile Platforms? Other 7% The Most Used Mobile Safari Android 22% 11% Web Browsers November 2010 http://gs.statcounter.com/#mobile_browser- ww-monthly-200910-201009 Nokia 17% Opera 22% The Android browser, some BlackBerry & Nokia browsers, Safari are all BlackBerry based on WebKit. 19%Carmel Ventures Workshop January 2011

Operating systemsiOSAndroidBlackberryWindows Phone 7WebOSMeeGoCarmel Ventures Workshop January 2011

Total U.S. Market & Smartphone Market Share October 2010 Source: The Nielsen Company Total U.S Market Share October 2010 U.S Smartphone OS Share October 2010Smartphone 29.7% Apple iOS Windows 27.9% Mobile 14.0% RIM BlackBerry Android Feature Phone 27.4% 22.7% 70.3% Carmel Ventures Workshop January 2011

Which Platform?Choose the rightplatform for the jobBlackBerry might be great for hardcore corporatebusiness usersAndroid might be good for stretching theboundaries of system integrationCarmel Ventures Workshop January 2011

For the purpose of this talkWe’ll focus on iOS:iPhoneiPod TouchiPadsCarmel Ventures Workshop January 2011

Part 03iOS: Key Technologies & StrengthsCarmel Ventures Workshop January 2011

iOS: Key Technologies & StrengthsTouchSensorsIncredible displaysAlways connectedMultitouch gesturesPersonal - almost intimate(continues)Carmel Ventures Workshop January 2011

iOS: Key Technologies & StrengthsPlatform is opinionatedUI standards clearly definedApps are small, precise, focusedApps run full screenTouch = immediacy, intuitivenessCarmel Ventures Workshop January 2011

Email on the desktop battling for the user’s attentionCarmel Ventures Workshop January 2011

Mail on an iPhoneCarmel Ventures Workshop January 2011

Technologies (highlights)UI KitWebkitLocation ServicesAudio / Video Playback / StreamingLimited MultitaskingPush Notifications(continues)Carmel Ventures Workshop January 2011

Technologies (highlights)Core AnimationCore TextQuickLookAccessory SupportAirplayCarmel Ventures Workshop January 2011

Part 04What Makes a Great Mobile Product?Carmel Ventures Workshop January 2011

What Makes a Great Mobile Product?Do one thingexceptionally well.the best apps are laser-focused on a core idea.for most companies, this idea takes some time to take in.Carmel Ventures Workshop January 2011

Burbn, Inc. Instagram Free Instagram has gathered a whopping one million users in one month.Carmel Ventures Workshop January 2011

What Makes a Great Mobile Product?Simplify.Simplify again.Small screens & limited resources should helpus focus on the very essence of our product.Devices are strong, but not super-powered. This helps us focus.Squeeze only the very essence of your product.Carmel Ventures Workshop January 2011

Garrett Murray Ego $1.99Carmel Ventures Workshop January 2011

Little Pixels Get Home $1.99Carmel Ventures Workshop January 2011

What Makes a Great Mobile Product?App = UX = BrandFor most, the app is the only tangible part ofyour brand.Carmel Ventures Workshop January 2011

Skype Software Skype Free Skype brand is inseparable from Skype the app. It is the main touch point with it’s audiences. Far more significant than traditional touch points like it’s website.Carmel Ventures Workshop January 2011

What Makes a Great Mobile Product?The UI is the app.Users perceive the UI as the product.They are unaware of everything else.Understanding this is key to planing the product’s scope & story.Carmel Ventures Workshop January 2011

Shazam Entertainment ltd. Shazam FreeCarmel Ventures Workshop January 2011

What Makes a Great Mobile Product?It’s not about you.Users don’t interact with you, they interactwith one more app on their iPhone.Adhering to platform conventions &expectations can be crucial for success.Carmel Ventures Workshop January 2011

Twitter, Foursquare, Textie, Things, Design Observer Are just a few apps that I experience occasionally when using my iPhone.Carmel Ventures Workshop January 2011

What Makes a Great Mobile Product?GuidelinesCertain things are done in certain ways on each platform.Controls & elements have specific uses, sizes & behaviors.Misusing those can cause confusion & frustration.Carmel Ventures Workshop January 2011

Immersive App Utility App Productivity App WeightBot Weather ThingsCarmel Ventures Workshop January 2011

What Makes a Great Mobile Product?Be platform specific.Cross-platform-ness might sound like agood idea, but as a strict requirement itmight cripple innovationCarmel Ventures Workshop January 2011

Dropbox iPhone + AndroidCarmel Ventures Workshop January 2011

Yahoo Flickr iPhone Let’s compare this to the WP7 version...Carmel Ventures Workshop January 2011

Yahoo Flickr Windows Phone 7 Watch this video on: http://www.flickr.com/windows7/Carmel Ventures Workshop January 2011

Twitter Inc. Twitter iPhone + AndroidCarmel Ventures Workshop January 2011

What Makes a Great Mobile Product?Quick point to considerMobile version !=Porting existing softwareCarmel Ventures Workshop January 2011

What Makes a Great Mobile Product?A good mobile app would:Fuse your company’sstrengths with theplatform’s sweet spots.Carmel Ventures Workshop January 2011

Guardian News & Media The Guardian Eyewitness FreeCarmel Ventures Workshop January 2011

Part 05Building a Mobile Producta UX Driven ApproachCarmel Ventures Workshop January 2011

Product Development: A UX-driven processThe best apps aredeveloped using a UXdriven process.This is how apple does it.Carmel Ventures Workshop January 2011

Product Development: A UX-driven processAt Apple:Apps are realized aspixel-perfect mockups first.Before any code is written.Carmel Ventures Workshop January 2011

Product Development: A UX-driven processSo,What is UX drivendevelopment?Carmel Ventures Workshop January 2011

Product Development: A UX-driven processUX driven development is:Planning the productaround empoweringthe user.Starting with the user interface.Carmel Ventures Workshop January 2011

Product Development: A UX-driven processThe main output of this process is:A detailed planning ofthe product’s UI.We call this Schematics.Carmel Ventures Workshop January 2011

Product Development: A UX-driven processSchematicsCarmel Ventures Workshop January 2011

Product Development: A UX-driven processSchematics align teamsaround visible, tangiblefunctionality.Schematics reduce mistakes,misunderstandings & mishaps.Carmel Ventures Workshop January 2011

Product Development: A UX-driven processLet’s go through atypical process:Carmel Ventures Workshop January 2011

Product Development: A UX-driven processConcept to ProductUX driven processCarmel Ventures Workshop January 2011

Product Development: A UX-driven processUser Research (shadowing)Presentation at McKesson December 2010

Product Development: A UX-driven processIdeationPresentation at McKesson December 2010

Product Development: A UX-driven processScope Definition NewCo TV UIphonePresentation at McKesson December 2010

Product Development: A UX-driven processSchematic DesignCarmel Ventures Workshop January 2011

Product Development: A UX-driven processVisual Design

Product Development: A UX-driven processUX Design Process + Development ProcessCarmel Ventures Workshop January 2011

Product Development: A UX-driven processThis process makes business sense:A detailed planning ofthe product’s UI setsexpectations & nailsdown requirements.Carmel Ventures Workshop January 2011

Product Development: A UX-driven processThis process usually results in:Internal alignment & motivation.Better product.Faster time to market.Better market traction.Carmel Ventures Workshop January 2011

Part 06New Products: Rapid PrototypingCarmel Ventures Workshop January 2011

New Products: Rapid PrototypingIn a relatively small period of timeA small group canplan, design & build amockup/prototype thathas tremendous impact. Mockups = a static visual design of a non-existing product / featureCarmel Ventures Workshop January 2011

Carmel Ventures Workshop January 2011

New Products: Rapid PrototypingMockups maketheory tangible.Can persuade internallyClarify product needsA strong marketing toolCarmel Ventures Workshop January 2011

Part 07UX driven product development processCase study:tawkonCarmel Ventures Workshop January 2011

Part 08Q&ADiscussionCarmel Ventures Workshop January 2011

Thank You.www.nascentgrp.comCarmel Ventures Workshop January 2011

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