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Mobile: more than just an app
 

Mobile: more than just an app

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This is a talk Jonny Schneider and I gave as part of the Thoughtworks Quarterly Technology Briefing, on various aspects of mobile strategy and delivery.

This is a talk Jonny Schneider and I gave as part of the Thoughtworks Quarterly Technology Briefing, on various aspects of mobile strategy and delivery.

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    Mobile: more than just an app Mobile: more than just an app Presentation Transcript

    • Topic for the next few slides‘Name of referenced work’, Author/source/URL, date.
    • ›❯ Technology has changed›❯ We behave differently›❯ Creating better mobile products›❯ Building mobile apps
    • ›❯ Technology has changed›❯ We behave differently›❯ Creating better mobile products›❯ Building mobile apps
    • First, a note about stats.We’re using local researchwherever possible US market and mobile trends are similar to Australiahttp://www.flickr.com/photos/avlxyz/308574017
    • Technology, people and time 100% 90% 80% ELECTRICITY COLOR TV 60% AUTOMOBILE INTERNET 40% MOBILE PHONE TELEPHONE AIR-CONDITIONING 20% REFRIGERATOR COMPUTER 0 1900 1915 1930 1945 1960 1975 1990 2005http://www.nytimes.com/imagepages/2008/02/10/opinion/10op.graphic.ready.html
    • Technology, people and time 100% 90% 80% ELECTRICITY COLOR TV 60% AUTOMOBILE INTERNET 40% MOBILE PHONE TELEPHONE AIR-CONDITIONING 20% REFRIGERATOR COMPUTER 0 1900 1915 1930 1945 1960 1975 1990 2005 50 YEARS 70 YEARS 80 YEARShttp://www.nytimes.com/imagepages/2008/02/10/opinion/10op.graphic.ready.html
    • Technology, people and time 100% 90% 80% ELECTRICITY COLOR TV 60% AUTOMOBILE INTERNET 40% MOBILE PHONE TELEPHONE AIR-CONDITIONING 20% REFRIGERATOR COMPUTER 0 1900 1915 1930 1945 1960 1975 1990 2005 20 YEARS 50 YEARS 70 YEARS 30 YEARS 80 YEARShttp://www.nytimes.com/imagepages/2008/02/10/opinion/10op.graphic.ready.html
    • Internet adoption over time (percentage American adults) 80 60 40 20 0 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11Pew Research, 2012. http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/Internet-adoption-over-time.aspx
    • Internet adoption over time (percentage American adults) 80 82% of Australian adults 60 online in 2012 40 20 0 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11The Australian Online Consumer Landscape Report, Nielsen 2012.
    • Adult gadget ownership over time 90 75 60 Desktop PC Laptop 45 Mobile Phone Tablet 30 15 0 Apr ‘06 Apr ‘08 Sep ‘09 Sep ‘10 Aug ‘11 Feb ‘12Pew Research Center, 2012. http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/The-power-of-mobile.aspx
    • In Australia... 90 75110% mobile device penetration 60 Desktop PC52% of those are smartphones Laptop 45 Mobile Phone18% tablet ownership Tablet 30 15 0 Apr ‘06 Apr ‘08 Sep ‘09 Sep ‘10 Aug ‘11 Feb ‘12Australia - Understanding the Mobile Consumer. Australian Bureau of Statistics. May, 2012. http://bit.ly/MKj8dqAustralian Mobile Phone Lifestyle Index. 2011. http://www.aimia.com.au/ampliThe Australian Online Consumer Landscape Report, Nielsen 2012.
    • AMPS GSM 3G UMTS Analogue 2G/WAP/WML/i-mode NextG Motorola Telecom ‘Walkabout’ Motorola RAZR Brick Nokia 5110 HTC Dream (1st Android) Palm Treo iPhone 3 SMS is born 1st mobile web browsers Predictive 1st WebKit Text browser iPad 1 ‘87 ‘89 ‘91 ‘93 ‘95 ‘97 ‘99 ‘01 ‘03 ‘05 ‘07 ‘09 ‘11Data: http://isc.org; http://amta.org.au; http://wikipedia.org and various websites
    • So What?http://www.flickr.com/photos/jakecaptive/3205277810
    • ›❯ Technology has changed›❯ We behave differently›❯ Creating better mobile products›❯ Building mobile apps
    • “...we tend to place theemphasis onthe technologiesthemselves, when it isreally the social impactand cultural change thatwill be most dramatic.” Don Norman, 1998mitpress.mit.edu/books/norvh/chapter1.html
    • What is the most radical, innovative mobile device released in the last few years?Vodafone 150$10 - $15
    • Population Densityhttp://na.unep.net/globalpop/africa/Appendix_6e.html
    • Access to electricityhttp://apod.nasa.gov/apod/ap081005.html
    • GSM Network Coveragehttp://apod.nasa.gov/apod/ap081005.html
    • What does it mean for information sharing?RapidFTR
    • We behave differentlyYesterday,We went go to the computer to use internet
    • We behave differentlyToday,We access the internet any place, any time.
    • Use of the mobile phone for different purposes 100 80 60 2009 40 2010 2011 20 0 Voice SMS Entertainment Visit web Search BankingAustralian Mobile Phone Lifestyle Index. 2011. http://www.aimia.com.au/ampli
    • ‘Just in time’ information86% of smartphone owners accessinformation just-in-time... 41% coordinate a meet-up 35% solve an unexpected problem20% get a up-to-the-minutetransport infoPew Research, 2012. http://pewinternet.org/Reports/2012/Just-in-time/
    • ‘Just in time’ informationIn Australia...55% accessed maps/location/traffic 34% use mobile search daily 39% restaurant or cafe infoAustralian Mobile Phone Lifestyle Index, 2011. http://www.aimia.com.au/ampli
    • What does it mean for payments?http://www.flickr.com/photos/martinhoward/2709364519
    • What does it mean for payments?
    • What does it mean for payments?http://www.flickr.com/photos/deerkoski/7178643521
    • 20-25% of GDP paid via SMShttp://collections.europarchive.org/tna/20081202180014/
    • What does it mean for retail?50% of smartphone owners usetheir device in-store to helpmake purchasing decisions
    • ›❯ Technology has changed›❯ We behave differently›❯ Creating better mobile products›❯ Building mobile apps
    • What does success look like?2007 A dedicated mobile website2010 Native iOS and Android apps2012 Integrated mobile experience2014 ???
    • Post-mobile worldIntegrated with life Opportunistic interactions Everything is ‘smart’ and all things are connectedhttp://g.co/projectglass
    • Remember the first10 years of radio?
    • Remember the first 10 years of television?http://en.wikipedia.org/wiki/Television
    • Remember the first 10 years of the web?http://www.icehousedesigns.com/webarchive/images/flshbk_COLLAGE2.gif
    • We’ve been saying ‘do less’ (on mobile) for a long time‘Graceful Degradation’‘Content or feature discrimination’Big assumptions about customer needs
    • An example from banking ‘full version’ mobile versionContentProduct info ★ ★Exchange rates ★Interest rates ★Product disclosure statements ★Forms & documents ★Featurescheck account balance ★ ★transfer funds ★ ★pay a bill with BPAY ★ ★schedule a future transfer ★Change daily limits ★Update mailing address ★
    • Customers want to do more on mobile Mobile Internet Users Desktop Internet Users Mobile Majority is very close 2007 2008 2009 2010 2011 2012 2013 2014 2015Morgan Stanley Associates Internet Trends (2010)
    • A good start...‘Progressive Enhancement’Mobile first, content firstFeature parity
    • An example ‘full version’ mobile versionContentYour bags ★ ★People ★ ★Notifications ★ ★Blog ★ ★Help ★ ★FeaturesCreate a new bag ★ ★Edit existing bag ★ ★Explore ★ ★Search Bagcheck ★ ★Create new discussion ★ ★Comment ★ ★
    • What if that version of the unicorn isn’t helpful for me right now?Adaptation (usually) only dealswith the interface not the contenthttp://commons.wikimedia.org/wiki/File:Jednoro%C5%BCec.svg
    • Responsive contentAdapt content as well as features Portability and consistency Create Once, Publish Everywherehttp://www.flickr.com/photos/tomazstolfa/4845875443/
    • An examplebrowse, discover and decide Ingredients list Step-by-step cooking instructions
    • Seamless experiencesCustomers choose when and howthey interact with your brandMake it easy for them
    • Precious Design Studios. http://www.slideshare.net/preciousforever/patterns-for-multiscreen-strategies
    • AirBNB: getting it wrong.http://www.flickr.com/photos/thewolf/5812767917
    • REA: Getting it right.‘Name of referenced work’, Author/source/URL, date.
    • ‘Name of referenced work’, Author/source/URL, date.
    • ‘Name of referenced work’, Author/source/URL, date.
    • Precious Design Studios. http://www.slideshare.net/preciousforever/patterns-for-multiscreen-strategies
    • An ecosystem of screens and physical interfaces
    • Consumers expect acontinuous experience
    • Call Centre Retail Legacy Thing Message Hub Database Mainframe Some expensive and proprietary system‘Name of referenced work’, Author/source/URL, date.
    • ›❯ Technology has changed›❯ We behave differently›❯ Creating better mobile products›❯ Building mobile apps
    • Different mobile platforms
    • Native or Web?
    • Native or Web? In the app storeObjective C and Java Lowest barrier to a great experience
    • Native or Web?Distribute throughthe browserHTML, CSS, JavascriptSome reuse across platforms
    • or
    • Instagram Jump-in The Guardian Democracy Now! NATIVE HYBRID WEB LinkedIn Facebook BBC Olympics using PhoneGap
    • How should you build your app? User Experience Platform Coveragehttp://www.flickr.com/photos/raeallen/200891658
    • User Experience Platform Coverage
    • User Experience Laser Platform Coverage
    • User Experience Cover your bases Platform Coverage
    • Don’t lock yourself into doing everything natively or everything using the weband
    • Sharing between platformsShared logic using JavascriptShared presentation using HTML/CSS
    • User Interface Client LogiciPhone Objective C Objective CMobile Web HTML / CSS JavascriptWhat would we do differently?
    • User Interface Client Logic Calatrava Objective C Objective C HTML / CSS JavascriptA bridge between native and web
    • CalatravaTechnology choice per feature More an approach than a framework Will soon be open sourcehttp://en.wikipedia.org/wiki/Puente_del_Alamillo
    • But the app is just the tip of the iceberg
    • App Backend
    • App API Backend
    • How do we build simpler apps and smarter backends? App API BackendProduct-aligned teamsRESTful web servicesServing data and style
    • ›❯ Technology has changed›❯ We behave differently›❯ Creating better mobile products›❯ Building mobile apps
    • Focus on customer behaviour before technology
    • Do more, not less for mobile
    • Break large systems into smaller,faster moving components so youcan better respond to change
    • Whatever you do, use short iterations, measure and learn quickly.
    • “Nulla facilisi. Phasellus mollis nibh eget Thank youtortor cursus congue. Vivamus velit tortor,sodales sed feugiat in, gravida eu turpis. Jonny Schneider Stewart GleadowPellentesque quis neque at libero malesuada jschneid@thoughtworks.com sgleadow@thoughtworks.comtincidunt a in risus. Maecenas.” @jonnyschneider @stewgleadow 0418 690 519 0421 634 361 A. Person, 2011‘Name of referenced work’, Author/source/URL, date.
    • Tell us what you think Thank you feedback.thoughtworks.com http://bit.ly/qtbtw Join Martin Fowler and Stewart Gleadow at Swipe Conference 15% discount for friends of ThoughtWorks email info@swipe.net.au  with ’15% TW discount’ in subject line to redeem offer‘Name of referenced work’, Author/source/URL, date.