Design Matters: A Mobile UX Manifesto

Razorfish + Mobile Mobile Clients : Adidas, AOL, Audi, Axe, Best Buy, Carnival Cruiseline, Citi, Dow Jones, eBay, Godiva, JC Penney, Nike, Ralph Lauren, Visa, XM Radio and others Platforms: Mobile web, iPhone OS, Android Photo by DJ-Nike on Flickr

prologue

For the past several years our clients in Europe and Asia have been embracing mobile….

Europe - Adidas

Europe - AXE

Asia - Nike

But in the U.S. there wasn’t much demand for mobile, until….

Photo by Vedia on Flickr

All of a sudden, clients are interested in mobile (particularly iPhone) and are beginning to ask us a lot of (the same) questions…

… so here are 5 principles to address the questions that clients are asking us.

5 principles For mobile UX

Principle no. 1 – Get your hands dirty

Principle no. 1 – Get your hands dirty  Invest in innovation  Build skills, learn by doing  Ideally give money, or time  Freedom to fail  Share knowledge, archive experiments

Principle no. 2 – Choose your platform carefully

Principle no. 2 – Choose your platform carefully  Know the target audience: what phones, OS, carriers customers are using  Device agnostic or native application (or hybrid)?  iPhone is probably the best bang for the buck (stability, exposure in iTunes)

Sometimes mobile web makes more sense…

Principle no. 3 – Embrace “mo-jile” Photo source: w3.org

Principle no. 3 – Embrace “mo-jile”  Agile development seems particularly suited for mobile.  Cross-functional disciplines (creative, ux, tech)  Control of feature set  Rapid development process  Test early and often  Hybrid process – “mo-jile”? -

A hybrid agile approach for mobile ux Agile Build Phase SOW > Visioning Phase > Sprint 1 > Sprint 2 > Sprint 3 > Sprint 4 > • High-Level • Product Brief • Visual comps Functionality • Prioritized Features /Functions • Wireframes • Contract • High-level App • Task flow diagrams Architecture & Roadmap • Code production • Prototype (key functionality) • Supporting infrastructure Set-Up • Business rules • Rapid User Testing • Visual styleguide • Release

Core team snapshot Developer FA PM • Supports Management of • Ensures alignment with • Building the prototype the Backlog business objectives and into a real site throughout process • Explains functionality • Bug fix of the real site between the prototype • Keeps project on track and the real site (timing and budget) • Launch Support • Attends both the Tech and UX scrums Designer Content and Copy Experience • Partnering with UX to • Creates a draft of stories • Validates that evolution of for the planning meeting the prototype can be fulfill the early development of comps, supported from a content wireframes and copy • Creates work flow through feed perspective. decks that enable prototype prototype development • Leads Consumer Testing

Principle no. 4 – Sweat the details v v v

Principle no. 4 – Sweat the details  Don’t throw out the standard experience deliverables just yet  Application architecture diagram, wireframes, task flows, feature matrix  Gestural methods, sound, microphone, camera, accelerometer  UX suddenly got a lot more complicated -

Principle no. 4 – Sweat the details

Principle no. 5 – Be Unique

Principle no. 5 – Be Unique  Difficult to stand out from the crowd  Take risks  Push the envelope technologically  Focus only on core features (strengths) -

Principle no. 5 – Be Unique

5 principles recap 1. Get your hands dirty 2. Choose your platform carefully 3. Embrace “mo-jile” 4. Sweat the details 5. Be unique Rinse + repeat

epilogue

The iPhone has set a new benchmark for user experience Photo by duncandavidson on Flickr

But is it just the tip of the iceberg? Photo source: Slashgear.com

Augmented reality was available first on Android… Photo Source: Mobilizy.com

Advanced telecommunications services on iPhone have been problematic… Photo source: Techcrunch.com

PCs and Phones continue to converge

New devices and platforms bring enormous possibilities coupled with potentially huge usability headaches.

Welcome to the golden age of mobile usability…

e: kyle.outlaw@razorfish.com t: @koutlaw

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Design Matters: A Mobile UX Manifesto

by Razorfish on Sep 21, 2009

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Design Matters: A Mobile UX Manifesto — Presentation Transcript