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MOBILEFIRSTLUKE WROBLEWSKIOCTOBER 2011                  @LUKEW                           1
Web products should be designed for mobile first.Flickr photo by @kevinv033                           2
Google programmers are doing workon mobile applications first, becausethey are better apps and thats whattop programmers w...
Were just now starting to think about mobile first and desktopsecond for a lot of our products.”-Kate Aronowitz, Design Di...
We really need to shift now to start thinking about building mobilefirst. This is an even bigger shift than the PC revolut...
“Designing the mobile app first forced us to strip down to essentials.”-Bill DeRouchey, BankSimpleFlickr photo by by WebVi...
MOBILE FIRST1. GROWTH       = OPPORTUNITY2. CONSTRAINTS = FOCUS3. CAPABILITIES = INNOVATION                            7
MOBILE FIRST1. GROWTH       = OPPORTUNITY2. CONSTRAINTS = FOCUS3. CAPABILITIES = INNOVATION                            8
GROWTH = OPPORTUNITYMobile Web growth has outpaced desktop Web growth 8xGlobal mobile data traffic should grow 26x over ne...
Commerce• Amazon: over $1 billion spent via mobile devices in the past 12 months• eBay: global mobile sales ~$4 billion in...
PC vs. Smartphone Shipments                                                Smartphones passed PC shipments in Q42010      ...
Shift in Usage                                        40                                        35                        ...
Shift in Usage      Visitors to Web-                       Visitors accessing-7%   based email sites      declined        ...
35% of searches come from 7% of users               • 35% of all Yelp searches come from                 their mobile appl...
Additional Usage              • Every other second a consumer calls a                local business and generates driving ...
SMARTPHONESDon’t most people just usenative mobile applicationsto access the Internet?                             16
Twitter Usage            347% INCREASE    IN MOBILE BROWSER USERS (4.7M) JAN 2010                     TWITTER.COM         ...
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Facebook Usage          112% INCREASE   IN MOBILE BROWSER USERS (251M) JAN 2010                 NON MOBILE           67%  ...
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Mobile Web Usage         • Mobile phones will overtake PCs as the           most common Web access devices           world...
MOBILE ONLY?                                                 UK: 22%  BY 2015                                             ...
“My goal was initially just to make a mobile companion, but I becameconvinced it was possible to create a version of Faceb...
MOBILE FIRST1. GROWTH       = OPPORTUNITY2. CONSTRAINTS = FOCUS3. CAPABILITIES = INNOVATION                            25
CONSTRAINTS• Size of Screen• Speed of Networks• Modes of Use                      26
1024x768   320x480                 27
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Know your audience                     33
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CONSTRAINTS• Size of Screen• Speed of Networks• Modes of Use                      38
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Reduce Requests & File Size•   Eliminate redirects•   Use CSS sprites to serve multiple images•   Consolidate CSS & Javasc...
100ms delay results in 1% sales loss.                                       (potential $191M in lost revenue in 2008)     ...
CONSTRAINTS• Size of Screen• Speed of Networks• Modes of Use                      42
Big ScreenPower SupplyConsistent NetworkKeyboardMouseChairDesk                     43
Small Screen               BatteryINTENSELY PERSONAL Network              Inconsistent               Fingers              ...
WHERE ARE WE MOBILE?84% at home80% during misc. times74% waiting in lines64% at work                         Photo by Stev...
ONE EYEBALLPartial attention requires focused design                                        ONE THUMB                     ...
When are we mobile?                                                                                      Computer users1  ...
When are we mobile?                                                                                          iPhone users ...
When are we mobile?                                                                                              iPad user...
When are we mobile?                                                                              Linkedin Overall users1  ...
When are we mobile?                                                                              Linkedin Mobile users1   ...
When are we mobile?                                      Mobile 3G Traffic Patterns                                       ...
CONSTRAINTS• Size of Screen• Speed of Networks• Modes of Use                      53
“I was looking at the right side of the Venn diagram I thought, ‘That lookslike a lot of the current and planned content f...
MOBILE FIRST1. GROWTH       = OPPORTUNITY2. CONSTRAINTS = FOCUS3. CAPABILITIES = INNOVATION                            55
Landscape Mode                 56
Landscape Mode                 57
Safari Gyroscope Access      Source: http://bit.ly/gAXCeL   58
TOUCH•   1.03M touchscreen phones sold per day (2009)•   88K iPads sold per day (2011)•   194K iPhones sold per day (2011)...
Indirect ManipulationTRACKBALL                           TRACKPADKEYBOARD                            KEYPAD               ...
Direct ManipulationTRACKPAD                                 61
Nokia smartphone mix     Keypad     Qwerty Only     Touch         INCLUDES QWERTY + TOUCH          2008                   ...
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Touch Target Sizes     44px/pt               44px/pt                         64
Recommended touchtarget size is 9mm/34pxMinimum touch target sizeis 7mm/26pxMinimum spacing betweenelements is 2mm/8pxVisu...
Touch Targets                     44pxBigger then you’recomfortable with                     44px                     30px...
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Touch Gestures   PlatformsTap              iPhone OSDouble Tap       Android                 Web OSDrag                 Wi...
TapBriefly touch surface with fingertip.Double TapRapidly touch surface twice with fingertip.                Images: Dan W...
DragMove fingertip over surface without losing contact.FlickQuickly brush surface with fingertip.               Images: Da...
PinchTouch surface with two fingers and bring them closer together.SpreadTouch surface with two fingers and move them apar...
Press                                                      Press & TapTouch surface for extended period of                ...
RotateTouch surface with two fingers and move them in a clockwise orcounterclockwise direction.              Images: Dan W...
Images: Dan Willis Research: Craig Villamor & LukeW   74
Images: Dan Willis Research: Craig Villamor & LukeW   75
Images: Dan Willis Research: Craig Villamor & LukeW   76
Touch Gesture Cardswww.lukew.com/touch                   77
Drag to Reveal                 78
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Drag to Refresh                  80
Drag to Reveal                 81
Drag to Reveal• Feature overview                     82
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Natural User Interfaces (NUI) “NUI exploits skills that we have acquired through a lifetime of living in the World” –Bill ...
LocationDetection            85
Location Systems                      Accuracy                        Positioning Time         Battery Life GPS           ...
LocationDetection            87
Mobile Device Capabilities•   Device positioning & motion: from an accelerometer•   Gyroscope: 360 degrees of motion•   Lo...
Direction   LocationDetection   Detection                        89
320x480          90
320x480          91
320x480          92
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94Source: AcrossAir
When discovered by usersboosted their sustained trafficby 40 to 50 percent.“It was sort of beyond ourexpectations. We had ...
Native App              Mobile Web• Location detection    • Location detection• Device orientation    • Device orientation...
Android 3.0 (ish)                    HTML Media Capture                    Allows web applications to                    a...
Awkward Interactions    SCAN TO CHECKOUT                                     98Flickr photo by Nokia Point & Find
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Images as Input                  103
Images as Input & Output                           104
Images as Input                  105
Images as Input                  106
Nerd.                                     Found.                                              107Flickr photo by Nokia Poi...
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Mobile Device Capabilities•   Device positioning & motion: from an accelerometer•   Gyroscope: 360 degrees of motion•   Lo...
MOBILE FIRST1. GROWTH       = OPPORTUNITY2. CONSTRAINTS = FOCUS3. CAPABILITIES = INNOVATION                            111
MOBILE FIRST• @lukew• www.lukew.comMobile First!• abookapart.com
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Mobile first. Luke Wroblewski

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This incredible presentation is published at http://www.lukew.com/presos/ by the author Luke Wroblewski.

Published in: Technology, Business

Transcript of "Mobile first. Luke Wroblewski"

  1. 1. MOBILEFIRSTLUKE WROBLEWSKIOCTOBER 2011 @LUKEW 1
  2. 2. Web products should be designed for mobile first.Flickr photo by @kevinv033 2
  3. 3. Google programmers are doing workon mobile applications first, becausethey are better apps and thats whattop programmers want to develop.–Eric Schmidt, Google Chairman 3
  4. 4. Were just now starting to think about mobile first and desktopsecond for a lot of our products.”-Kate Aronowitz, Design Director FacebookFlickr photo by gscottolson 4
  5. 5. We really need to shift now to start thinking about building mobilefirst. This is an even bigger shift than the PC revolution.”-Kevin Lynch, CTO AdobeFlickr photo by jdlasica 5
  6. 6. “Designing the mobile app first forced us to strip down to essentials.”-Bill DeRouchey, BankSimpleFlickr photo by by WebVisions Event 6
  7. 7. MOBILE FIRST1. GROWTH = OPPORTUNITY2. CONSTRAINTS = FOCUS3. CAPABILITIES = INNOVATION 7
  8. 8. MOBILE FIRST1. GROWTH = OPPORTUNITY2. CONSTRAINTS = FOCUS3. CAPABILITIES = INNOVATION 8
  9. 9. GROWTH = OPPORTUNITYMobile Web growth has outpaced desktop Web growth 8xGlobal mobile data traffic should grow 26x over next 5 years PC Desktop Internet Mobile Consumer 100M+ 1B+ 10B+ 1990 2000 2010 2020 Note: PC installed base reached 100MM in 1993, cellphone / Internet users reached 1B in 2002 / 2005 respectively;25 Source: 9 ITU, Mark Lipacis, Morgan Stanley Research.
  10. 10. Commerce• Amazon: over $1 billion spent via mobile devices in the past 12 months• eBay: global mobile sales ~$4 billion in 2011, $2B in 2010, $600M in 2009• Best Buy: mobile Web users doubling every year: 30M (10), 17M (09), 6M (08)Social• Twitter: 40% of tweets sent via mobile, 16% of new users start on mobile• Instagram: iPhone only 3 months to hit 1M users. Six weeks to 2M• Mixi (Japan): 85% of page views on mobile vs. 14% 4.5 years agoProductivity & Media• Google: mobile searches grew 130% in Q3 2010• Pandora: 50% of total user base subscribes to the service on mobile• Email: 70% of smartphone users have accessed email on mobile device Source: http://www.lukew.com/ff/entry.asp?1188 10
  11. 11. PC vs. Smartphone Shipments Smartphones passed PC shipments in Q42010 700Global Shipments in MM SMARTPHONES 600 500 PCS 400 Q42010 2012E 300 200 100 0 2005 2006 2007 2008 2009 2010E 2011E 2012E 2013E Source: http://bit.ly/gIqKm9 11 Source: http://bit.ly/g5ktGq
  12. 12. Shift in Usage 40 35 30 25-20% Home usage of PC since 2008 20 15 10 5 0 2006 2008 2010 Why? Smartphones & tablets Source: http://read.bi/efrmCj 12
  13. 13. Shift in Usage Visitors to Web- Visitors accessing-7% based email sites declined +36% email on mobile devices increased Source: http://bit.ly/hJdtty 13
  14. 14. 35% of searches come from 7% of users • 35% of all Yelp searches come from their mobile applications which had 3.2 million unique users in Feb 2011 • That month Yelp had 45 million monthly unique users around the world Source: http://bit.ly/hw0Xtb 14
  15. 15. Additional Usage • Every other second a consumer calls a local business and generates driving directions from a Yelp mobile app. • Viewing active listings 45% more often from mobile devices (audience is primarily active buyers, on location or scoping out neighborhoods) • People that use Facebook on their mobile devices (350M active) are twice as active on Facebook than non- mobile users. Source: http://www.lukew.com/ff/entry.asp?1131 Source: http://www.lukew.com/ff/entry.asp?1178 15
  16. 16. SMARTPHONESDon’t most people just usenative mobile applicationsto access the Internet? 16
  17. 17. Twitter Usage 347% INCREASE IN MOBILE BROWSER USERS (4.7M) JAN 2010 TWITTER.COM •78% of tweets sent via mobile 40% • 16% M.TWITTER.COM of new users start on mobile 14% • What are the top two Twitter SMS mobile clients? 8% TWITTER ON IPHONE 8% TWITTER ON BLACKBERRY 7% 17
  18. 18. 18
  19. 19. Facebook Usage 112% INCREASE IN MOBILE BROWSER USERS (251M) JAN 2010 NON MOBILE 67% • 33% of posts sent via mobile M.FACEBOOK.COM 18% • What are the top two Facebook mobile clients? ANDROID 4% IPHONE 4% BLACKBERRY 4% 19
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  21. 21. 21
  22. 22. Mobile Web Usage • Mobile phones will overtake PCs as the most common Web access devices worldwide by 2013 • 600% growth in traffic to mobile websites in 2010 • Avg smartphone user visits up to 24 Web sites visits per day • Top 50 websites constitute only 40% of all mobile visits • Opera Mini traffic up 200% yr/yr Source: http://www.mobiadnews.com/?p=5133 Source: http://www.lukew.com/ff/entry.asp?1013 22
  23. 23. MOBILE ONLY? UK: 22% BY 2015 NEVER/INFREQUENT DESKTOP USE Asia: 50+% DON’T USE INTERNET ON PC US: 25% US: 50+% NEVER/INFREQUENT MORE MOBILE THAN PC DESKTOP USE India: 49% NEVER/INFREQUENT DESKTOP USE Africa: 50+% DON’T USE INTERNET ON PC Source: http://www.lukew.com/ff/entry.asp?1391 23
  24. 24. “My goal was initially just to make a mobile companion, but I becameconvinced it was possible to create a version of Facebook that wasactually better than the website.”–Joe Hewitt 24
  25. 25. MOBILE FIRST1. GROWTH = OPPORTUNITY2. CONSTRAINTS = FOCUS3. CAPABILITIES = INNOVATION 25
  26. 26. CONSTRAINTS• Size of Screen• Speed of Networks• Modes of Use 26
  27. 27. 1024x768 320x480 27
  28. 28. 28
  29. 29. 29
  30. 30. 30
  31. 31. 31
  32. 32. 32
  33. 33. Know your audience 33
  34. 34. 34
  35. 35. 35
  36. 36. 36
  37. 37. 37
  38. 38. CONSTRAINTS• Size of Screen• Speed of Networks• Modes of Use 38
  39. 39. 39
  40. 40. Reduce Requests & File Size• Eliminate redirects• Use CSS sprites to serve multiple images• Consolidate CSS & Javascript into a single file• Reduce dependencies on heavy Javascript libraries• Minify your codeTake Advantage of HTML5, etc.• Use proper http headers for caching• Load contents lazily• Use application cache for local content storage• Use CSS3 and canvas tag instead of images where possible Source: Make the mobile web faster, Jeremy Weinstein 40
  41. 41. 100ms delay results in 1% sales loss. (potential $191M in lost revenue in 2008) 400ms delay results in 5-9% drop in full- page traffic. 500ms delay drops search traffic by 20%. The cost of slower performance increases over time. 1s delay results 4% drop in revenue Fastest 10% of users stay 50% longer than slowest 10%Sources: slideshare.net/stubbornella/designing-fast-websites-presentation & slideshare.net/markstanton/speed-matters 41
  42. 42. CONSTRAINTS• Size of Screen• Speed of Networks• Modes of Use 42
  43. 43. Big ScreenPower SupplyConsistent NetworkKeyboardMouseChairDesk 43
  44. 44. Small Screen BatteryINTENSELY PERSONAL Network Inconsistent Fingers Sensors 44
  45. 45. WHERE ARE WE MOBILE?84% at home80% during misc. times74% waiting in lines64% at work Photo by Steve Rhodes 45
  46. 46. ONE EYEBALLPartial attention requires focused design ONE THUMB PHOTO BY STEVE RHODES
  47. 47. When are we mobile? Computer users1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 Source: http://bit.ly/hGrQMy 47
  48. 48. When are we mobile? iPhone users ANYTIME1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 Source: http://bit.ly/hGrQMy 48
  49. 49. When are we mobile? iPad users1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 Source: http://bit.ly/hGrQMy 49
  50. 50. When are we mobile? Linkedin Overall users1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 Source: http://bit.ly/hGrQMy 50
  51. 51. When are we mobile? Linkedin Mobile users1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 Source: http://bit.ly/hGrQMy 51
  52. 52. When are we mobile? Mobile 3G Traffic Patterns Laptop Tablet Smartphone9 12 15 18 21 24 Source: http://bit.ly/qL5NdX 52
  53. 53. CONSTRAINTS• Size of Screen• Speed of Networks• Modes of Use 53
  54. 54. “I was looking at the right side of the Venn diagram I thought, ‘That lookslike a lot of the current and planned content for our mobile site.’ I think theonly thing we don’t have are the admissions application.” Source: XKCD http://xkcd.com/773/ & http://www.dmolsen.com/mobile-in-higher-ed/?p=197 54
  55. 55. MOBILE FIRST1. GROWTH = OPPORTUNITY2. CONSTRAINTS = FOCUS3. CAPABILITIES = INNOVATION 55
  56. 56. Landscape Mode 56
  57. 57. Landscape Mode 57
  58. 58. Safari Gyroscope Access Source: http://bit.ly/gAXCeL 58
  59. 59. TOUCH• 1.03M touchscreen phones sold per day (2009)• 88K iPads sold per day (2011)• 194K iPhones sold per day (2011)• 500K Android devices activated per day (2011)• What about RIM & Nokia? 59
  60. 60. Indirect ManipulationTRACKBALL TRACKPADKEYBOARD KEYPAD 60
  61. 61. Direct ManipulationTRACKPAD 61
  62. 62. Nokia smartphone mix Keypad Qwerty Only Touch INCLUDES QWERTY + TOUCH 2008 2009 2010 PROJECTED 62Source: Nokia –deices sold. Nokia Capital markets day 2009.
  63. 63. 63
  64. 64. Touch Target Sizes 44px/pt 44px/pt 64
  65. 65. Recommended touchtarget size is 9mm/34pxMinimum touch target sizeis 7mm/26pxMinimum spacing betweenelements is 2mm/8pxVisual size is 60-100% ofthe touch target size 65
  66. 66. Touch Targets 44pxBigger then you’recomfortable with 44px 30px 66
  67. 67. 67
  68. 68. Touch Gestures PlatformsTap iPhone OSDouble Tap Android Web OSDrag Windows Phone 7Flick OS XPinch Windows 7Spread RIM 6.0Press Ubuntu And more...Press & TapPress & DragRotate 68
  69. 69. TapBriefly touch surface with fingertip.Double TapRapidly touch surface twice with fingertip. Images: Dan Willis Research: Craig Villamor & LukeW 69
  70. 70. DragMove fingertip over surface without losing contact.FlickQuickly brush surface with fingertip. Images: Dan Willis Research: Craig Villamor & LukeW 70
  71. 71. PinchTouch surface with two fingers and bring them closer together.SpreadTouch surface with two fingers and move them apart. Images: Dan Willis Research: Craig Villamor & LukeW 71
  72. 72. Press Press & TapTouch surface for extended period of Press surface with one finger and brieflytime. touch surface with second finger.Press & DragPress surface with one finger and move second finger over surface without losingcontact. Images: Dan Willis Research: Craig Villamor & LukeW 72
  73. 73. RotateTouch surface with two fingers and move them in a clockwise orcounterclockwise direction. Images: Dan Willis Research: Craig Villamor & LukeW 73
  74. 74. Images: Dan Willis Research: Craig Villamor & LukeW 74
  75. 75. Images: Dan Willis Research: Craig Villamor & LukeW 75
  76. 76. Images: Dan Willis Research: Craig Villamor & LukeW 76
  77. 77. Touch Gesture Cardswww.lukew.com/touch 77
  78. 78. Drag to Reveal 78
  79. 79. 79
  80. 80. Drag to Refresh 80
  81. 81. Drag to Reveal 81
  82. 82. Drag to Reveal• Feature overview 82
  83. 83. 83
  84. 84. Natural User Interfaces (NUI) “NUI exploits skills that we have acquired through a lifetime of living in the World” –Bill Buxton • Content is the UI (the action) • Reduce the distance as much as possible between user & content • Enable direct manipulation of objects & content • Guessable, predictable, physical, realistic • Reduce Visuals that are Not Content Source: http://www.lukew.com/ff/entry.asp?770 84
  85. 85. LocationDetection 85
  86. 86. Location Systems Accuracy Positioning Time Battery Life GPS 10m 2-10 minutes (only 5-6 hours on outdoors) most phones WiFi 50m (improves with Almost instant (server No additional density) connect & lookup) effect Cell tower 100-1400m (based on Almost instant (server Negligible triangulation density) connect & lookup) Single Cell 500-2500m (based on Almost instant (server Negligible Tower density) connect & lookup) IP Country: 99% Almost instant (server Negligible connect & lookup) City: 46% US, 53% Intl ZIP: 0%Smartphones: hybrid of GPS, Wifi, and cell tower triangulationLaptops/desktops: WiFi, IP, rarely GPS 86
  87. 87. LocationDetection 87
  88. 88. Mobile Device Capabilities• Device positioning & motion: from an accelerometer• Gyroscope: 360 degrees of motion• Location detection• Multi-touch sensors• Orientation: direction from a digital compass• Video & image: capture/input from a camera• Dual cameras: front and back• Audio: input from a microphone; output to speaker• Device connections: through Bluetooth between devices• Proximity: device closeness to physical objects• Ambient Light: light/dark environment awareness• NFC: Near Field Communications through RFID readers 88
  89. 89. Direction LocationDetection Detection 89
  90. 90. 320x480 90
  91. 91. 320x480 91
  92. 92. 320x480 92
  93. 93. 93
  94. 94. 94Source: AcrossAir
  95. 95. When discovered by usersboosted their sustained trafficby 40 to 50 percent.“It was sort of beyond ourexpectations. We had no idea.”Yelp CEO,Jeremy Stoppelman 95
  96. 96. Native App Mobile Web• Location detection • Location detection• Device orientation • Device orientation• Digital compass • Digital compass• Video camera access 96
  97. 97. Android 3.0 (ish) HTML Media Capture Allows web applications to access audio, image and video capture capabilities of the device. 97
  98. 98. Awkward Interactions SCAN TO CHECKOUT 98Flickr photo by Nokia Point & Find
  99. 99. 99
  100. 100. 100
  101. 101. 101
  102. 102. 102
  103. 103. Images as Input 103
  104. 104. Images as Input & Output 104
  105. 105. Images as Input 105
  106. 106. Images as Input 106
  107. 107. Nerd. Found. 107Flickr photo by Nokia Point & Find
  108. 108. 108
  109. 109. 109
  110. 110. Mobile Device Capabilities• Device positioning & motion: from an accelerometer• Gyroscope: 360 degrees of motion• Location detection• Multi-touch sensors• Orientation: direction from a digital compass• Video & image: capture/input from a camera• Dual cameras: front and back• Audio: input from a microphone; output to speaker• Device connections: through Bluetooth between devices• Proximity: device closeness to physical objects• Ambient Light: light/dark environment awareness• NFC: Near Field Communications through RFID readers 110
  111. 111. MOBILE FIRST1. GROWTH = OPPORTUNITY2. CONSTRAINTS = FOCUS3. CAPABILITIES = INNOVATION 111
  112. 112. MOBILE FIRST• @lukew• www.lukew.comMobile First!• abookapart.com
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