0
These are a few of
                          our favourite things...


                          PERSONAL
                ...
ABOUT US
     rfarmer@hutchison.com.au          oliverw@idealinterfaces.com.au



         linkedin.com/in/rodfarmer     l...
"Mobile is the fastest and cheapest way to reach the
                 largest number of people. There are billions of peop...
MOBILE IS
                     DIFFERENT
Tuesday, 6 October 2009
DESIGNING
                    MOBILE
                    USER EXPERIENCES

Tuesday, 6 October 2009
N G
                               G I
                            ER
                          EM




                   ...
WHY MOBILE IS DIFFERENT
Tuesday, 6 October 2009
DIFFERENCES IN THE MOBILE ENVIRONMENT




                          Highly variable context and environment


            ...
Does it have a
                              Great music
                                                                 ...
Tuesday, 6 October 2009
Tuesday, 6 October 2009
Tuesday, 6 October 2009
HOWEVER, 40% DATA TRAFFIC IS IPHONE/SMARTPHONE

                    A REALITY CHECK
Tuesday, 6 October 2009
Networks




                  Operating Systems                                Devices




                              ...
CHALLENGES FOR GOOD MOBILE USER EXPERIENCES
Tuesday, 6 October 2009
javascript
                            ajax                                                        goals
                 ...
IMPACT ON
                     CUSTOMERS?
                     DEVICES DATA PRE-PAID/POST-PAID
                     ENGAGE...
INTEGRATION v OWNERSHIP
Tuesday, 6 October 2009
OZ MOBILE
                     SURVEY
                     www.aimia.com/mobile


Tuesday, 6 October 2009
77%
                   OZ MOBILE SURVEY
                   USE FOR MORE THAN CALLS & SMS
Tuesday, 6 October 2009
24%
                   OZ MOBILE SURVEY
                   HAVE TWO MOBILE PHONES
Tuesday, 6 October 2009
OZ MOBILE SURVEY
                   VISITING WEBSITES ON MOBILE
Tuesday, 6 October 2009
IA ISSUES
                    COMPLEXITY INCONSISTENCY OTHER THINGS


Tuesday, 6 October 2009
“I KNOW WHAT
                          UGOOGLY IS!”




Tuesday, 6 October 2009
1$#.230&4"#&40.(
                                                  /0#$(               !"#$%#&'(



                      ...
Avg 15 mins per session
                                          1.2 sessions per day
                                   ...
DECISION
                    COMPLEXITY
                     REDUCE OPPORTUNITIES FOR MISTAKES
Tuesday, 6 October 2009
CLICK SMALL ENVIRONMENT
                     IT’S A SLOW,
                                  INVESTMENT
Tuesday, 6 October ...
initial      repeat

                          beautiful
                                         engaging


             ...
Search
                                            Search      this is not an hand
                                       ...
FIXED v FLUID
                     TRADE-OFFS
Tuesday, 6 October 2009
FIXED v FLUID
                     TRADE-OFFS
Tuesday, 6 October 2009
FLUID MASTERS
                                    33

Tuesday, 6 October 2009
USER AGENT STRINGS

                                        DEVICE HEADERS

                                        NETWOR...
50 VARIANTS!



                   DEVICE DETECTION
                   JUST PROVING A POINT

Tuesday, 6 October 2009
COOKIES    SPEED
                                       SCRIPTS




                                                      ...
60k
                                        @

                                    $20/MB
                                ...
GENERAL PRINCIPLES
               •          Expect and manage diversity
               •          De ne device groups wit...
INTERNET
                      BIGGER DATA ALLOWANCES


                     MODELS OF
                      ALWAYS ON


 ...
MOBILE IS NOT A PC IN YOUR
                     POCKET
Tuesday, 6 October 2009
TRENDS

                      PERSONAL




                                 INFORMATION




                              ...
MOBILE IAs
                   FROM THIS...

Tuesday, 6 October 2009
“Just like the frog in the heating water kettle, the mobile phone
                 industry couldn’t itself notice that it...
MOBILE IAs
                   IPHONE

Tuesday, 6 October 2009
MOBILE IAs
                   ANDROID

Tuesday, 6 October 2009
MOBILE IAs
                   SYMBIAN

Tuesday, 6 October 2009
MOBILE IAs
                   WINDOWS MOBILE

Tuesday, 6 October 2009
MOBILE IAs
                   HTC SENSE UI

Tuesday, 6 October 2009
MOBILE IAs
                   LG S-CLASS UI

Tuesday, 6 October 2009
MOBILE IAs
                   SAMSUNG TOUCHWIZ UI

Tuesday, 6 October 2009
MOBILE IAs
                   PALM WEBOS

Tuesday, 6 October 2009
VODAFONE 360
                   PERSONALISING INTERFACES

Tuesday, 6 October 2009
MOBILE IAs
                   3 PORTAL     2007
Tuesday, 6 October 2009
                                       2008
EXPERT
                      AUTOMATIC MENU CUSTOMISATION


                     NOVICE
                      EXPERIENCE I...
THE FUTURE




Tuesday, 6 October 2009
OLIVER WEIDLICH    ROD FARMER
                          Ideal Interfaces   Vodafone Hutchison Australia

Tuesday, 6 Octobe...
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The Mobile Experience Ecosystem - Towards Personal Mobile Information Architectures

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Slides from my presentation with Oliver Weidlich (Ideal Interfaces) at OZIA 2009.

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Transcript of "The Mobile Experience Ecosystem - Towards Personal Mobile Information Architectures"

  1. 1. These are a few of our favourite things... PERSONAL MOBILE INFORMATION ARCHITECTURES OLIVER WEIDLICH ROD FARMER Ideal Interfaces Vodafone Hutchison Australia Tuesday, 6 October 2009
  2. 2. ABOUT US rfarmer@hutchison.com.au oliverw@idealinterfaces.com.au linkedin.com/in/rodfarmer linkedin.com/in/oliverw @rodfarmer @oliverw Tuesday, 6 October 2009
  3. 3. "Mobile is the fastest and cheapest way to reach the largest number of people. There are billions of people on this planet who still don't have access to the Internet. And we think mobile presents the biggest opportunity to get them on the Internet.“ Chris Sacca, former head of special initiatives at Google late 2007 Page Tuesday, 6 October 2009
  4. 4. MOBILE IS DIFFERENT Tuesday, 6 October 2009
  5. 5. DESIGNING MOBILE USER EXPERIENCES Tuesday, 6 October 2009
  6. 6. N G G I ER EM TRENDS MOBILE INFORMATION ARCHITECTURES Tuesday, 6 October 2009
  7. 7. WHY MOBILE IS DIFFERENT Tuesday, 6 October 2009
  8. 8. DIFFERENCES IN THE MOBILE ENVIRONMENT Highly variable context and environment Small screen size and limited text input UI takes up the entire screen Difficult to multi-task and easy to get lost 8 10 Tuesday, 6 October 2009
  9. 9. Does it have a Great music camera? features Pre- Paid! Facebook? Looks great Chinese? GPS Wi-Fi? Check my email? Cheap! IT’S MOBILE JIM, BUT NOT AS WE KNOW IT 9 9 9 Tuesday, 6 October 2009
  10. 10. Tuesday, 6 October 2009
  11. 11. Tuesday, 6 October 2009
  12. 12. Tuesday, 6 October 2009
  13. 13. HOWEVER, 40% DATA TRAFFIC IS IPHONE/SMARTPHONE A REALITY CHECK Tuesday, 6 October 2009
  14. 14. Networks Operating Systems Devices ecosystem FRAGMENTATION PROTECTIONISM Manufacturers Carriers Service Providers E=F+P Tuesday, 6 October 2009
  15. 15. CHALLENGES FOR GOOD MOBILE USER EXPERIENCES Tuesday, 6 October 2009
  16. 16. javascript ajax goals browsers language location navigation DESIGNING MOBILE USER EXPERIENCES There are many complexities in designing the voice task mobile user experience, from the lack of UI and protocol standardisation to the range of contexts, conventions and services the mobile must support integration aesthetics size speed layout HTML 5 simplicity functionality time touch CSS form factor Tuesday, 6 October 2009
  17. 17. IMPACT ON CUSTOMERS? DEVICES DATA PRE-PAID/POST-PAID ENGAGEMENT USER BEHAVIOURS Tuesday, 6 October 2009
  18. 18. INTEGRATION v OWNERSHIP Tuesday, 6 October 2009
  19. 19. OZ MOBILE SURVEY www.aimia.com/mobile Tuesday, 6 October 2009
  20. 20. 77% OZ MOBILE SURVEY USE FOR MORE THAN CALLS & SMS Tuesday, 6 October 2009
  21. 21. 24% OZ MOBILE SURVEY HAVE TWO MOBILE PHONES Tuesday, 6 October 2009
  22. 22. OZ MOBILE SURVEY VISITING WEBSITES ON MOBILE Tuesday, 6 October 2009
  23. 23. IA ISSUES COMPLEXITY INCONSISTENCY OTHER THINGS Tuesday, 6 October 2009
  24. 24. “I KNOW WHAT UGOOGLY IS!” Tuesday, 6 October 2009
  25. 25. 1$#.230&4"#&40.( /0#$( !"#$%#&'( SITUATED PLANNING +',-$#.( )*&( GOALS UNNECESSARY ABANDON THE !"#$%#&'( Tuesday, 6 October 2009
  26. 26. Avg 15 mins per session 1.2 sessions per day 3-4 sticky products 15 secs page load CONTENT TIME POOR SNACKING Tuesday, 6 October 2009
  27. 27. DECISION COMPLEXITY REDUCE OPPORTUNITIES FOR MISTAKES Tuesday, 6 October 2009
  28. 28. CLICK SMALL ENVIRONMENT IT’S A SLOW, INVESTMENT Tuesday, 6 October 2009
  29. 29. initial repeat beautiful engaging functional MESSAGING VISUAL IMPACT ON ENGAGEMENT NOT BRANDING Tuesday, 6 October 2009
  30. 30. Search Search this is not an hand Go writing font it looks... Go 95 comments this is not an hand this is not an hand writing font it looks... this is font it hand writing not an looks... 95 commentslooks... writing font it 95 comments 5 comments this is not an hand this is not an hand writing font it hand this is font it looks... writing not an looks... writing font it looks... 5 comments 5 comments 10 comments this is not an hand this is not an hand writing not an looks... writing font it hand this is font it looks... writing font it looks... 10 comments 10 comments 8 comments this is not an hand this is not an hand writing not an looks... writing font it hand this is font it looks... writing font it looks... 8 comments 8 comments 55 comments LAYOUT INPUTS REMEMBER, MULTIPLE this is not an hand this is not an hand writing font it looks... writing font it looks... Footer link | Footer link | Wrapped link 55 comments 55 comments Tuesday, 6 October 2009
  31. 31. FIXED v FLUID TRADE-OFFS Tuesday, 6 October 2009
  32. 32. FIXED v FLUID TRADE-OFFS Tuesday, 6 October 2009
  33. 33. FLUID MASTERS 33 Tuesday, 6 October 2009
  34. 34. USER AGENT STRINGS DEVICE HEADERS NETWORK DETECTION DEVICE PROFILING TRANSCODING USER PROFILING (TELCO?) DEVICE DETECTION HANDLING DIVERSITY Tuesday, 6 October 2009
  35. 35. 50 VARIANTS! DEVICE DETECTION JUST PROVING A POINT Tuesday, 6 October 2009
  36. 36. COOKIES SPEED SCRIPTS FONT CACHING BROWSER SUPPORT AJAX IMAGES PAGE CSS WEIGHT BROWSER SUPPORT NOT CREATED EQUAL Tuesday, 6 October 2009
  37. 37. 60k @ $20/MB = $1.20 THE COST OF IA TRYING TO HELP THE USER - BUT HARMING Tuesday, 6 October 2009
  38. 38. GENERAL PRINCIPLES • Expect and manage diversity • De ne device groups with Heroes • Create a default reference design • De ne rules for content design and adaptation • Stick with Web Standards and exible layout • Ensure adequate reporting • Avoid bleeding edge • Best experiences on best devices as rule of thumb Tuesday, 6 October 2009
  39. 39. INTERNET BIGGER DATA ALLOWANCES MODELS OF ALWAYS ON USAGE Tuesday, 6 October 2009
  40. 40. MOBILE IS NOT A PC IN YOUR POCKET Tuesday, 6 October 2009
  41. 41. TRENDS PERSONAL INFORMATION ARCHITECTURES Tuesday, 6 October 2009
  42. 42. MOBILE IAs FROM THIS... Tuesday, 6 October 2009
  43. 43. “Just like the frog in the heating water kettle, the mobile phone industry couldn’t itself notice that it was creating devices that were increasingly dif cult to use and that the new – some really good – feature couldn’t be found among all the old ones. It required someone outside the traditional mobile phone industry to shake the industry out of this.” PANU KORHONEN Tuesday, 6 October 2009
  44. 44. MOBILE IAs IPHONE Tuesday, 6 October 2009
  45. 45. MOBILE IAs ANDROID Tuesday, 6 October 2009
  46. 46. MOBILE IAs SYMBIAN Tuesday, 6 October 2009
  47. 47. MOBILE IAs WINDOWS MOBILE Tuesday, 6 October 2009
  48. 48. MOBILE IAs HTC SENSE UI Tuesday, 6 October 2009
  49. 49. MOBILE IAs LG S-CLASS UI Tuesday, 6 October 2009
  50. 50. MOBILE IAs SAMSUNG TOUCHWIZ UI Tuesday, 6 October 2009
  51. 51. MOBILE IAs PALM WEBOS Tuesday, 6 October 2009
  52. 52. VODAFONE 360 PERSONALISING INTERFACES Tuesday, 6 October 2009
  53. 53. MOBILE IAs 3 PORTAL 2007 Tuesday, 6 October 2009 2008
  54. 54. EXPERT AUTOMATIC MENU CUSTOMISATION NOVICE EXPERIENCE IMPROVED SHIFT Tuesday, 6 October 2009
  55. 55. THE FUTURE Tuesday, 6 October 2009
  56. 56. OLIVER WEIDLICH ROD FARMER Ideal Interfaces Vodafone Hutchison Australia Tuesday, 6 October 2009
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