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, Motorol...
OutlineThe Business PerspectiveThe Platform PerspectiveiOS: Key Technologies / StrengthsWhat Makes a Great Mobile Product?...
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   Januar...
The Business Perspective: Why Mobile Platforms?Carrier control is largelya thing of the past.Carmel Ventures Workshop   Ja...
The Business Perspective: Why Mobile Platforms?Sell & deploy directto consumers.App stores rule.Carmel Ventures Workshop  ...
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...
The Business Perspective: Why Mobile Platforms?New monetizationopportunities.Ability to sell software to consumers in a su...
The Business Perspective: Why Mobile Platforms?There are differentmonetization models:Carmel Ventures Workshop   January 2...
The Business Perspective: Why Mobile Platforms?Freemium                                          ngmoco                   ...
The Business Perspective: Why Mobile Platforms?Selling apps + in app purchases                                            ...
The Business Perspective: Why Mobile Platforms?Free consumer app > big backend server product                             ...
The Business Perspective: Why Mobile Platforms?Free consumer app > extends web based ecosystem                            ...
The Business Perspective: Why Mobile Platforms?Selling appsFreemiumSelling apps + in app purchasesFree consumer app > big ...
The Business Perspective: Why Mobile Platforms?OpportunitiesA mobile app can expand our business outreach and make itpossi...
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 a...
The Business Perspective: Why Mobile Platforms?                                      Other                                ...
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 Octo...
Which Platform?Choose the rightplatform for the jobBlackBerry might be great for hardcore corporatebusiness usersAndroid m...
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 intim...
iOS: Key Technologies & StrengthsPlatform is opinionatedUI standards clearly definedApps are small, precise, focusedApps r...
Email on the desktop                                          battling for the user’s attentionCarmel Ventures Workshop   ...
Mail                                          on an iPhoneCarmel Ventures Workshop   January 2011
Technologies (highlights)UI KitWebkitLocation ServicesAudio / Video Playback / StreamingLimited MultitaskingPush Notificat...
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 c...
Burbn, Inc.                                          Instagram                                          Free              ...
What Makes a Great Mobile Product?Simplify.Simplify again.Small screens & limited resources should helpus focus on the ver...
Garrett                                          Murray                                          Ego                      ...
Little Pixels                                          Get Home                                          $1.99Carmel Ventu...
What Makes a Great Mobile Product?App = UX = BrandFor most, the app is the only tangible part ofyour brand.Carmel Ventures...
Skype                                          Software                                          Skype                    ...
What Makes a Great Mobile Product?The UI is the app.Users perceive the UI as the product.They are unaware of everything el...
Shazam                                          Entertainment ltd.                                          Shazam        ...
What Makes a Great Mobile Product?It’s not about you.Users don’t interact with you, they interactwith one more app on thei...
Twitter, Foursquare, Textie, Things,                                  Design Observer                                  Are...
What Makes a Great Mobile Product?GuidelinesCertain things are done in certain ways on each platform.Controls & elements h...
Immersive App                     Utility App   Productivity App          WeightBot                        Weather        ...
What Makes a Great Mobile Product?Be platform specific.Cross-platform-ness might sound like agood idea, but as a strict re...
Dropbox                                          iPhone + AndroidCarmel Ventures Workshop   January 2011
Yahoo                                          Flickr                                          iPhone                     ...
Yahoo                                                        Flickr                                                       ...
Twitter Inc.                                          Twitter                                          iPhone + AndroidCar...
What Makes a Great Mobile Product?Quick point to considerMobile version !=Porting existing softwareCarmel Ventures Worksho...
What Makes a Great Mobile Product?A good mobile app would:Fuse your company’sstrengths with theplatform’s sweet spots.Carm...
Guardian                                          News &                                          Media                   ...
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.Carm...
Product Development: A UX-driven processAt Apple:Apps are realized aspixel-perfect mockups first.Before any code is writte...
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 wi...
Product Development: A UX-driven processThe main output of this process is:A detailed planning ofthe product’s UI.We call ...
Product Development: A UX-driven processSchematicsCarmel Ventures Workshop   January 2011
Product Development: A UX-driven processSchematics align teamsaround visible, tangiblefunctionality.Schematics reduce mist...
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 a...
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 setsexpec...
Product Development: A UX-driven processThis process usually results in:Internal alignment & motivation.Better product.Fas...
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...
Carmel Ventures Workshop   January 2011
New Products: Rapid PrototypingMockups maketheory tangible.Can persuade internallyClarify product needsA strong marketing ...
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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Embracing mobile platforms | nascent at carmel ventures

  1. 1. Embracing Mobile PlatformsTrends, Platforms &UX Driven Development.www.nascentgrp.comCarmel Ventures Workshop January 2011
  2. 2. 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
  3. 3. 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
  4. 4. Part 01The Business PerspectiveWhy Mobile Platforms?Carmel Ventures Workshop January 2011
  5. 5. The Business Perspective: Why Mobile Platforms?Why mobile platforms?Carmel Ventures Workshop January 2011
  6. 6. The Business Perspective: Why Mobile Platforms?Mobile devices are morepowerful than ever.Carmel Ventures Workshop January 2011
  7. 7. The Business Perspective: Why Mobile Platforms?Carrier control is largelya thing of the past.Carmel Ventures Workshop January 2011
  8. 8. The Business Perspective: Why Mobile Platforms?Sell & deploy directto consumers.App stores rule.Carmel Ventures Workshop January 2011
  9. 9. iOSApp distribution:App StoreIn App PurchaseEnterprise ProgramCarmel Ventures Workshop January 2011
  10. 10. AndroidMarket is fragmented:Android MarketCarrier StoresAmazon StoreEach with it’s own database...Carmel Ventures Workshop January 2011
  11. 11. 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
  12. 12. The Business Perspective: Why Mobile Platforms?There are differentmonetization models:Carmel Ventures Workshop January 2011
  13. 13. The Business Perspective: Why Mobile Platforms?Freemium ngmoco Rolando 2 FreeCarmel Ventures Workshop January 2011
  14. 14. The Business Perspective: Why Mobile Platforms?Selling apps + in app purchases Borange Inc. Textie FreeCarmel Ventures Workshop January 2011
  15. 15. 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
  16. 16. The Business Perspective: Why Mobile Platforms?Free consumer app > extends web based ecosystem Tumblr Tumblr FreeCarmel Ventures Workshop December 2010
  17. 17. 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
  18. 18. 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
  19. 19. Part 02The Platform PerspectiveCarmel Ventures Workshop January 2011
  20. 20. DevicesPhonesNon-PhonesTabletsCarmel Ventures Workshop January 2011
  21. 21. DevicesTablets != SmartphonesiPad (not equal) iPhoneCarmel Ventures Workshop January 2011
  22. 22. PlatformsNative apps vs.Web Apps vs.Mobile Web ContentNative apps have many benefitsWeb-based content may have immediate advantagesCarmel Ventures Workshop January 2011
  23. 23. 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
  24. 24. Operating systemsiOSAndroidBlackberryWindows Phone 7WebOSMeeGoCarmel Ventures Workshop January 2011
  25. 25. 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
  26. 26. 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
  27. 27. For the purpose of this talkWe’ll focus on iOS:iPhoneiPod TouchiPadsCarmel Ventures Workshop January 2011
  28. 28. Part 03iOS: Key Technologies & StrengthsCarmel Ventures Workshop January 2011
  29. 29. iOS: Key Technologies & StrengthsTouchSensorsIncredible displaysAlways connectedMultitouch gesturesPersonal - almost intimate(continues)Carmel Ventures Workshop January 2011
  30. 30. iOS: Key Technologies & StrengthsPlatform is opinionatedUI standards clearly definedApps are small, precise, focusedApps run full screenTouch = immediacy, intuitivenessCarmel Ventures Workshop January 2011
  31. 31. Email on the desktop battling for the user’s attentionCarmel Ventures Workshop January 2011
  32. 32. Mail on an iPhoneCarmel Ventures Workshop January 2011
  33. 33. Technologies (highlights)UI KitWebkitLocation ServicesAudio / Video Playback / StreamingLimited MultitaskingPush Notifications(continues)Carmel Ventures Workshop January 2011
  34. 34. Technologies (highlights)Core AnimationCore TextQuickLookAccessory SupportAirplayCarmel Ventures Workshop January 2011
  35. 35. Part 04What Makes a Great Mobile Product?Carmel Ventures Workshop January 2011
  36. 36. 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
  37. 37. Burbn, Inc. Instagram Free Instagram has gathered a whopping one million users in one month.Carmel Ventures Workshop January 2011
  38. 38. 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
  39. 39. Garrett Murray Ego $1.99Carmel Ventures Workshop January 2011
  40. 40. Little Pixels Get Home $1.99Carmel Ventures Workshop January 2011
  41. 41. What Makes a Great Mobile Product?App = UX = BrandFor most, the app is the only tangible part ofyour brand.Carmel Ventures Workshop January 2011
  42. 42. 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
  43. 43. 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
  44. 44. Shazam Entertainment ltd. Shazam FreeCarmel Ventures Workshop January 2011
  45. 45. 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
  46. 46. Twitter, Foursquare, Textie, Things, Design Observer Are just a few apps that I experience occasionally when using my iPhone.Carmel Ventures Workshop January 2011
  47. 47. 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
  48. 48. Immersive App Utility App Productivity App WeightBot Weather ThingsCarmel Ventures Workshop January 2011
  49. 49. 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
  50. 50. Dropbox iPhone + AndroidCarmel Ventures Workshop January 2011
  51. 51. Yahoo Flickr iPhone Let’s compare this to the WP7 version...Carmel Ventures Workshop January 2011
  52. 52. Yahoo Flickr Windows Phone 7 Watch this video on: http://www.flickr.com/windows7/Carmel Ventures Workshop January 2011
  53. 53. Twitter Inc. Twitter iPhone + AndroidCarmel Ventures Workshop January 2011
  54. 54. What Makes a Great Mobile Product?Quick point to considerMobile version !=Porting existing softwareCarmel Ventures Workshop January 2011
  55. 55. 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
  56. 56. Guardian News & Media The Guardian Eyewitness FreeCarmel Ventures Workshop January 2011
  57. 57. Part 05Building a Mobile Producta UX Driven ApproachCarmel Ventures Workshop January 2011
  58. 58. Product Development: A UX-driven processThe best apps aredeveloped using a UXdriven process.This is how apple does it.Carmel Ventures Workshop January 2011
  59. 59. Product Development: A UX-driven processAt Apple:Apps are realized aspixel-perfect mockups first.Before any code is written.Carmel Ventures Workshop January 2011
  60. 60. Product Development: A UX-driven processSo,What is UX drivendevelopment?Carmel Ventures Workshop January 2011
  61. 61. Product Development: A UX-driven processUX driven development is:Planning the productaround empoweringthe user.Starting with the user interface.Carmel Ventures Workshop January 2011
  62. 62. 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
  63. 63. Product Development: A UX-driven processSchematicsCarmel Ventures Workshop January 2011
  64. 64. Product Development: A UX-driven processSchematics align teamsaround visible, tangiblefunctionality.Schematics reduce mistakes,misunderstandings & mishaps.Carmel Ventures Workshop January 2011
  65. 65. Product Development: A UX-driven processLet’s go through atypical process:Carmel Ventures Workshop January 2011
  66. 66. Product Development: A UX-driven processConcept to ProductUX driven processCarmel Ventures Workshop January 2011
  67. 67. Product Development: A UX-driven processUser Research (shadowing)Presentation at McKesson December 2010
  68. 68. Product Development: A UX-driven processIdeationPresentation at McKesson December 2010
  69. 69. Product Development: A UX-driven processScope Definition NewCo TV UIphonePresentation at McKesson December 2010
  70. 70. Product Development: A UX-driven processSchematic DesignCarmel Ventures Workshop January 2011
  71. 71. Product Development: A UX-driven processVisual Design
  72. 72. Product Development: A UX-driven processUX Design Process + Development ProcessCarmel Ventures Workshop January 2011
  73. 73. 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
  74. 74. 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
  75. 75. Part 06New Products: Rapid PrototypingCarmel Ventures Workshop January 2011
  76. 76. 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
  77. 77. Carmel Ventures Workshop January 2011
  78. 78. New Products: Rapid PrototypingMockups maketheory tangible.Can persuade internallyClarify product needsA strong marketing toolCarmel Ventures Workshop January 2011
  79. 79. Part 07UX driven product development processCase study:tawkonCarmel Ventures Workshop January 2011
  80. 80. Part 08Q&ADiscussionCarmel Ventures Workshop January 2011
  81. 81. Thank You.www.nascentgrp.comCarmel Ventures Workshop January 2011
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