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The wild west of mobile
Evan Gerber,
Principal Consultant
Experience Design
The Western Expansion

                                             • In 1803, Andrew Jackson
                            ...
The Western Expansion




3             Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
The Western Expansion




4             Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
The Western Expansion




5             Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
The Mobile Expansion




6             Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
7   Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
Go West, Young Brand - Overview

    • Mobile Landscape
      –   User
      –   Carrier
      –   Marketer
      –   Devi...
The mobile landscape:
         End Users




9      Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
Mobile – there’s gold in them hills!

     • 7 out of 10 US adults have a mobile
       phone, 1 in 7 use it exclusively

...
Mobile – there’s gold in them hills!

     • 7 out of 10 US adults have a mobile
       phone, 1 in 7 use it exclusively
 ...
Mobile – there’s gold in them hills!

     • 7 out of 10 US adults have a mobile
       phone, 1 in 7 use it exclusively
 ...
Mobile – there’s gold in them hills!

     • 7 out of 10 US adults have a mobile
       phone, 1 in 7 use it exclusively
 ...
Mobile – there’s gold in them hills!

     • 7 out of 10 US adults have a mobile
       phone, 1 in 7 use it exclusively
 ...
Mobile – there’s gold in them hills!
     • 7 out of 10 US adults have a mobile
       phone, 1 in 7 use it exclusively
  ...
The market is almost saturated

            Rates of cell phone adoption (US households)


            120,000,000
       ...
But there is still room for meaningful growth

                                                     • 17% increase in smar...
But there is still room for meaningful growth

                                                     • 17% increase in smar...
But there is still room for meaningful growth

                                                     • 17% increase in smar...
But there is still room for meaningful growth

                                                     • 17% increase in smar...
But there is still room for meaningful growth

                                                     • 17% increase in smar...
User sophistication is a barrier to adoption

       – There is a discrepancy in the number of web-enabled phones in
     ...
User sophistication is a barrier to adoption

       – There is a discrepancy in the number of web-enabled phones in
     ...
User sophistication is a barrier to adoption

       – There is a discrepancy in the number of web-enabled phones in
     ...
The mobile landscape:
          The Carriers




25      Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by ...
Consumers don’t like or trust the carriers.
           They switch plans quickly.
26         Copyright © 2007 Molecular, I...
To minimize churn, carriers are offering unlimited plans.
         This opens new horizons for the US consumer.
27        ...
Data is Clearly Becoming King

                                                                       “Voice plans are pre...
Many Platforms, Many Phones




29             Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
Caution: Net Neutrality

     • Carriers want to retain
       control




30                 Copyright © 2007 Molecular, ...
Caution: Net Neutrality

     • Carriers want to retain
       control
     • Brands need their
       permission




31  ...
Caution: Net Neutrality

     • Carriers want to retain
       control
     • Brands need their
       permission
     • T...
The mobile landscape:
         The Marketers



33      Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by I...
Some major prospectors: Text Advertising

     • Major brands adopting and pushing forward in many
       verticals
      ...
Some major prospectors: Transactional

     • Major brands adopting and pushing forward in many
       verticals
       – ...
Some major prospectors: Transactional

     • Major brands adopting and pushing forward in many
       verticals
       – ...
Some major prospectors: Social

     • Major brands adopting and pushing forward in many
       verticals
       – Online ...
Caution: Rapid Change




38             Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
The        raised, and the game
     The bar is raised, and the game is changed




39            Copyright © 2007 Molecul...
The        raised, and the game
      The bar is raised, and the game is changed




     • Phone as fashion accoutrement
...
41   Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
And it will open more with Android

                                                 • Rumor: HTC will be
                ...
Rich User Experiences are Needed
                to Drive the Mobile Phone Market




     • Aside from the experience del...
But for the Phone to Succeed,
           the User Experience Must be Compelling




     “I chose an iPhone. Nokia had all...
The Mobile Device is Destined to be a Jack of All Trades




      • At least 40% of all respondents want utility and inte...
But the cellphone is dead

     • Currently, users seek to use their phone primarily as a
       communication device and ...
The phone is undergoing cultural transformation

                     • What is now perceived as a communication
         ...
48   Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
Case Studies




49             Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
User Centric Mobile Design



50         Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
What is User Centric Design?




51             Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
User Research: Make sure your audience is there

     • Within different groups, there are different behaviors
        – N...
User Research: Analyze their phone usage

     • Carriers




53                Copyright © 2007 Molecular, Inc. | www.mol...
User Research: Analyze their phone usage

     • Plans and usage




            Email                      Browsing the w...
User Research: What kinds of phones do they
     use?

     • Sophistication
     • Operating Systems
     • Interfaces


...
Designing: Optimize for Small Screens

       – Visual design
       – Content modeling
       – Heuristic cues




      ...
Designing: Simplify Interactions

     • Simplify content entry and data manipulation
       – Tough to Type
       – Hard...
Designing: Consider the Context

       – Ever-changing environment
       – Sporadic Connectivity
       – Public Spaces ...
Designing: Design for the Platform

     • Application code impacts battery longevity
       – Simple Graphics
       – Mi...
Designing: Speak a language they understand

     • Speak a language they understand
        • Icons, menus, and behaviora...
Building: Don’t Miniaturize it




61               Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
Building: Don’t Miniaturize it – Mobilize it!




62                 Copyright © 2007 Molecular, Inc. | www.molecular.com ...
Building: Pare it down to what’s crucial




63                Copyright © 2007 Molecular, Inc. | www.molecular.com | Link...
64   Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
Building: And then pare it down again




65              Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by...
Building: And then pare it down again


                                                             $
                   ...
Testing applications for mobile

     • Setup – you don’t have as much control
        – Backup phone, charger
        – D...
Testing applications for mobile
     • Setup – you don’t have as much control
     • Scripts – be flexible
        – Lots ...
Testing applications for mobile

     • Setup – you don’t have as much control
     • Scripts – be flexible
     • Test be...
Testing usability with teens

     • They are sometimes intimidated
       – Harder to get the truth from them, they want ...
Testing usability with teens

     • They are sometimes intimidated
     • They are hard to nail down
       – They will w...
Testing usability with teens

     • They are sometimes intimidated
     • They are hard to nail down
     • With teens, c...
Results from user testing




73
     Some Of Our Findings
     Some of
      Copyright © 2007 Molecular, Inc. | www.molec...
Some findings
     • More sophisticated phone users
       expect an experience more
       analogous to the web




74   ...
Some findings
     • More sophisticated phone users
       expect an experience more
       analogous to the web
     • Ol...
Some findings
     • More sophisticated phone users
       expect an experience more
       analogous to the web
     • Ol...
Some findings

     • More sophisticated phone users
       expect an experience more
       analogous to the web
     • O...
Devices aren’t responsive
     “The feedback from the touch screen – the way
       it vibrates in acknowledgement.”
     ...
Users want control of their devices
     • Not only do users require the ability to highly
       personalize their device...
The learning curve is steep
     • Users have to teach themselves to speak the language
       of the phone. The more the ...
It is hard for users to read smaller screens
                                          • The screen is the heart of the
  ...
Summary

     • Mobile is taking off
     • Big Brands are getting involved
     • The ecosystem can be very
       compli...
Thanks for coming! Any Questions?




83             Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isob...
Appendix A – contact information and
     resources

     • http://www.w3.org/TR/mobile-bp/#iddiv3126674664
        – It’s...
Drop me a line, email, SMS, MMS, text …




     Evan Gerber
     Principal Consultant, Experience Design
     P 415.541.2...
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Digital Jacknife Aja Xevangerber

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Transcript of "Digital Jacknife Aja Xevangerber"

  1. 1. The wild west of mobile Evan Gerber, Principal Consultant Experience Design
  2. 2. The Western Expansion • In 1803, Andrew Jackson effects the Louisiana Purchase from France • Suddenly … 2 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  3. 3. The Western Expansion 3 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  4. 4. The Western Expansion 4 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  5. 5. The Western Expansion 5 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  6. 6. The Mobile Expansion 6 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  7. 7. 7 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  8. 8. Go West, Young Brand - Overview • Mobile Landscape – User – Carrier – Marketer – Device • Findings and Lessons – Mobile and Teens – Mobile and Adults – User Centric Design • Stump the Chump 8 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  9. 9. The mobile landscape: End Users 9 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  10. 10. Mobile – there’s gold in them hills! • 7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively 10 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  11. 11. Mobile – there’s gold in them hills! • 7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively • 88.4 million US households have at least one phone, average has 2.1 devices 11 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  12. 12. Mobile – there’s gold in them hills! • 7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively • 88.4 million US households have at least one phone, average has 2.1 devices • 89% of consumers have a mobile phone 12 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  13. 13. Mobile – there’s gold in them hills! • 7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively • 88.4 million US households have at least one phone, average has 2.1 devices • 89% of consumers have a mobile phone • 17% of users are now on the mobile web – 34.6 million people 13 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  14. 14. Mobile – there’s gold in them hills! • 7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively • 88.4 million US households have at least one phone, average has 2.1 devices • 89% of consumers have a mobile phone • 17% of users are now on the mobile web – 34.6 million people • More than 33% of users send and receive text messages 14 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  15. 15. Mobile – there’s gold in them hills! • 7 out of 10 US adults have a mobile phone, 1 in 7 use it exclusively • 88.4 million US households have at least one phone, average has 2.1 devices • 89% of consumers have a mobile phone • 17% of users are now on the mobile web – 34.6 million people • More than 33% of users send and receive text messages • 30% of US adults have a web- enabled phone, and 40% have some form of data service 15 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  16. 16. The market is almost saturated Rates of cell phone adoption (US households) 120,000,000 100,000,000 80,000,000 60,000,000 40,000,000 20,000,000 0 2001 2005 2008 2012 16 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  17. 17. But there is still room for meaningful growth • 17% increase in smartphones (up from 10% in 2007) 17 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  18. 18. But there is still room for meaningful growth • 17% increase in smartphones (up from 10% in 2007) • Average spend on new devices - $101 (up $9 vs. previous 6 months) 18 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  19. 19. But there is still room for meaningful growth • 17% increase in smartphones (up from 10% in 2007) • Average spend on new devices - $101 (up $9 vs. previous 6 months) • 33% obtained their handsets for ‘free’ (previously 36%) 19 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  20. 20. But there is still room for meaningful growth • 17% increase in smartphones (up from 10% in 2007) • Average spend on new devices - $101 (up $9 vs. previous 6 months) • 33% obtained their handsets for ‘free’ (previously 36%) • 40% ranked style and design as the most important consideration in choosing 20 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  21. 21. But there is still room for meaningful growth • 17% increase in smartphones (up from 10% in 2007) • Average spend on new devices - $101 (up $9 vs. previous 6 months) • 33% obtained their handsets for ‘free’ (previously 36%) • 40% ranked style and design as the most important consideration in choosing • Average handset life is 17.7 months (16.6 months in 2006) 21 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  22. 22. User sophistication is a barrier to adoption – There is a discrepancy in the number of web-enabled phones in circulation as reported by carriers vs. consumers, • suggesting that some users aren’t fully aware of their handset’s capabilities. 22 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  23. 23. User sophistication is a barrier to adoption – There is a discrepancy in the number of web-enabled phones in circulation as reported by carriers vs. consumers, • suggesting that some users aren’t fully aware of their handset’s capabilities. – Users don’t know what features their devices have, and therefore are not tempted to use paid services • Over 75% of phones have browsers • But only 45% of users know it • Ultimately, 25% of all users are on the mobile web 23 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  24. 24. User sophistication is a barrier to adoption – There is a discrepancy in the number of web-enabled phones in circulation as reported by carriers vs. consumers, • suggesting that some users aren’t fully aware of their handset’s capabilities. – Users don’t know what features their devices have, and therefore are not tempted to use paid services • Over 75% of phones have browsers • But only 45% of users know it • Ultimately, 25% of all users are on the mobile web 24 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  25. 25. The mobile landscape: The Carriers 25 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  26. 26. Consumers don’t like or trust the carriers. They switch plans quickly. 26 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  27. 27. To minimize churn, carriers are offering unlimited plans. This opens new horizons for the US consumer. 27 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  28. 28. Data is Clearly Becoming King “Voice plans are pretty pricey, so I try to be a texter” • While voice ARPU continues its march downward… • …users’ appetite for data is surging and showing no signs of abating “It’s one of those things that once you have it, you don’t know what you did without it.” 28 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  29. 29. Many Platforms, Many Phones 29 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  30. 30. Caution: Net Neutrality • Carriers want to retain control 30 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  31. 31. Caution: Net Neutrality • Carriers want to retain control • Brands need their permission 31 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  32. 32. Caution: Net Neutrality • Carriers want to retain control • Brands need their permission • This will change over time – Android – White Space 32 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  33. 33. The mobile landscape: The Marketers 33 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  34. 34. Some major prospectors: Text Advertising • Major brands adopting and pushing forward in many verticals – Consumer Brands – Procter and Gamble, Coca Cola 34 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  35. 35. Some major prospectors: Transactional • Major brands adopting and pushing forward in many verticals – Consumer Brands – Procter and Gamble, Coca Cola – Online Banking – Bank of America, Citibank, Barclays, Wachovia 35 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  36. 36. Some major prospectors: Transactional • Major brands adopting and pushing forward in many verticals – Consumer Brands – Procter and Gamble, Coca Cola – Online Banking – Bank of America, Citibank, Barclays, Wachovia – Travel – Kayak, Orbitz, Delta 36 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  37. 37. Some major prospectors: Social • Major brands adopting and pushing forward in many verticals – Online Banking – Bank of America, Citibank, Barclays, Wachovia – Travel – Kayak, Orbitz, Delta – Consumer Brands – Procter and Gamble, Coca Cola – Social Networking – Facebook, MySpace, Google, etc… 37 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  38. 38. Caution: Rapid Change 38 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  39. 39. The raised, and the game The bar is raised, and the game is changed 39 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  40. 40. The raised, and the game The bar is raised, and the game is changed • Phone as fashion accoutrement • Phone as fashion accoutrement • Phone as all purpose digital accessory • Phone as all purpose digital accessory • Phone as extension of persona • Phone as extension of persona 40 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  41. 41. 41 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  42. 42. And it will open more with Android • Rumor: HTC will be making multiple phones for the Android Platform • Fact: The Dev Community is a little mad due to a buggy SDK, some people think it’s vaporware • My .02 – Google is throwing money at it, they’ll make it so. 42 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  43. 43. Rich User Experiences are Needed to Drive the Mobile Phone Market • Aside from the experience delivered by the iPhone, a lack of rich user interactions on the mobile phone is a pain point for many consumers 43 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  44. 44. But for the Phone to Succeed, the User Experience Must be Compelling “I chose an iPhone. Nokia had all the features but their user interface is terrible.” • AT&T experienced a sharp rise in subscribers after the release of the iPhone as users flocked to the device due to its engaging user interface and ease of use 44 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  45. 45. The Mobile Device is Destined to be a Jack of All Trades • At least 40% of all respondents want utility and interactions from their mobiles that mimics what they can get from their PCs – Multi-tool: utility and functionality 45 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  46. 46. But the cellphone is dead • Currently, users seek to use their phone primarily as a communication device and organization tool – It is thought of as a tool primarily for voice, email, and text communications, or light organizational tasks – However, the market is changing • Data plans are opening up • Content is becoming more available • Users are beginning to expect more from their devices 46 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  47. 47. The phone is undergoing cultural transformation • What is now perceived as a communication tool with other functions will become a digital tool that bridges the divide between online and offline, digital and analog worlds. 47 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  48. 48. 48 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  49. 49. Case Studies 49 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  50. 50. User Centric Mobile Design 50 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  51. 51. What is User Centric Design? 51 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  52. 52. User Research: Make sure your audience is there • Within different groups, there are different behaviors – Not just age – Ethnicity – Income • Make sure that the audience you target uses the phone in the manner you want to use “I wouldn’t text if it wasn’t for my girlfriend” 52 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  53. 53. User Research: Analyze their phone usage • Carriers 53 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  54. 54. User Research: Analyze their phone usage • Plans and usage Email Browsing the web SMS 54 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  55. 55. User Research: What kinds of phones do they use? • Sophistication • Operating Systems • Interfaces WAP HTML TEXT 55 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  56. 56. Designing: Optimize for Small Screens – Visual design – Content modeling – Heuristic cues Optimize content for Will images scale? Can they see the smaller screens buttons? 56 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  57. 57. Designing: Simplify Interactions • Simplify content entry and data manipulation – Tough to Type – Hard to Use Dropdowns 57 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  58. 58. Designing: Consider the Context – Ever-changing environment – Sporadic Connectivity – Public Spaces vs Private Content 58 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  59. 59. Designing: Design for the Platform • Application code impacts battery longevity – Simple Graphics – Minimize Data Transfer 59 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  60. 60. Designing: Speak a language they understand • Speak a language they understand • Icons, menus, and behavioral systems • Users have to teach themselves the language of the phone • Clean icons at top levels, logical navigations within applications 60 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  61. 61. Building: Don’t Miniaturize it 61 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  62. 62. Building: Don’t Miniaturize it – Mobilize it! 62 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  63. 63. Building: Pare it down to what’s crucial 63 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  64. 64. 64 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  65. 65. Building: And then pare it down again 65 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  66. 66. Building: And then pare it down again $ ! quot;quot;quot;#$%$% ,- . 1 / ' 0$* & ' 2 1 3 / ()* ($*+! 2 3 $* / 4 )* & :' & ' %* & / ' / . : & !* '' 4 ' . ;,& < quot;* 5 6 . ' ' : 7, 8 7 9 ! quot; ! 9 = : quot;> : ;(>*$>? :< ,- 7, 8 7 9 ! quot; ! 66 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  67. 67. Testing applications for mobile • Setup – you don’t have as much control – Backup phone, charger – Decent connectivity – Tools to see phone as well as user 67 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  68. 68. Testing applications for mobile • Setup – you don’t have as much control • Scripts – be flexible – Lots of different phones means lots of different experiences – Prepare to adapt on the fly and then normalize findings – Have a plan for when their phone crashes 68 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  69. 69. Testing applications for mobile • Setup – you don’t have as much control • Scripts – be flexible • Test before you test – Test early and often, but only once app is stable and reliable – Test in different areas 69 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  70. 70. Testing usability with teens • They are sometimes intimidated – Harder to get the truth from them, they want to please – Not especially good at thinking out loud 70 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  71. 71. Testing usability with teens • They are sometimes intimidated • They are hard to nail down – They will waffle based on your questions – It’s hard to dig in 71 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  72. 72. Testing usability with teens • They are sometimes intimidated • They are hard to nail down • With teens, come parents – Lots of rules and laws – Be careful! 72 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  73. 73. Results from user testing 73 Some Of Our Findings Some of Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  74. 74. Some findings • More sophisticated phone users expect an experience more analogous to the web 74 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  75. 75. Some findings • More sophisticated phone users expect an experience more analogous to the web • Older phone models do better with a simplified, text based UI 75 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  76. 76. Some findings • More sophisticated phone users expect an experience more analogous to the web • Older phone models do better with a simplified, text based UI • Teens are adapted to rapid change and emerging technologies • Comfortable with rapid change • Think they know more than they might • MMS is still not widely understood 76 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  77. 77. Some findings • More sophisticated phone users expect an experience more analogous to the web • Older phone models do better with a simplified, text based UI • Teens are adapted to rapid change and emerging technologies • Kids are so proficient that they get ahead of themselves • Cause hang-ups • Impair using the platform 77 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  78. 78. Devices aren’t responsive “The feedback from the touch screen – the way it vibrates in acknowledgement.” • Communication with the device will become as important as communication between others • Data entry and manipulation is core to the process • Have the device react to user inputs • The device should be proactive, not reactive to user needs • Learn from user behavior, and predict actions • Provide haptic feedback when typing and interacting 78 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  79. 79. Users want control of their devices • Not only do users require the ability to highly personalize their devices, but they will want to be able to easily organize and manipulate information through the GUI. • Solutions: • Allow them to organize their own files and data architecture • Make the information structure as flat as possible (don’t bury things) • Simplify personalization of ringtones, wallpapers, and system settings • Enable users to move or hide menus that are not frequently used 79 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  80. 80. The learning curve is steep • Users have to teach themselves to speak the language of the phone. The more the phone can speak to them, the better. • Solution: • Use a visual language that they already understand, i.e. windows and files • Develop clean iconography at the top levels, combined with simple, intuitive menus • Avoid unnecessary animations and graphics “Simplicity and Usability are paramount to all users, but articulating this at point of sale might be challenging.” 80 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  81. 81. It is hard for users to read smaller screens • The screen is the heart of the GUI. While it can be hard to increase the size of the device, there are ways to increase the value of the available space. • Solution: • Simplify information, hide extraneous data • Higher screen resolutions squeeze more onto the page • Avoid distracting animations • Ensure that color palettes have contrast, but are not jarring 81 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  82. 82. Summary • Mobile is taking off • Big Brands are getting involved • The ecosystem can be very complicated • Teenagers are a great audience – Reach the right ones, with the right message, in the right way – Develop applications tailored to their needs – Test carefully and thoroughly • Go West, Young Brand! 82 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  83. 83. Thanks for coming! Any Questions? 83 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  84. 84. Appendix A – contact information and resources • http://www.w3.org/TR/mobile-bp/#iddiv3126674664 – It’s dry, but comprehensive – the W3C’s Mobile Best Practices • http://wapreview.com/blog/?p=321 – This is a great, if somewhat visually unengaging site to check out • http://www.boohooforyou.com/ – Funny, if a tad weird, site talking about functionality available in japan. Take it with a grain of salt. It might be down, search for it on the wayback machine. • http://fiercemobilewireless.com/ 84 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
  85. 85. Drop me a line, email, SMS, MMS, text … Evan Gerber Principal Consultant, Experience Design P 415.541.2835 F 310.907.3565 E egerber@molecular.com 85 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar
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