EASY
Bringing It All Together
One Click Case Study
March 2009
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May 4, 2009
Bringing It All Together: One Click Case Study

Thanks for coming
I am: Jonathan Ochenas
I do: Interaction Design for Sprint’s Product Design team
Hit me: @ochenas
jonathan.c.ochenas@sprint.com
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May 4, 2009
Bringing It All Together: One Click Case Study

Topics
Historical Context
Driving Data Adoption
A Turning Point
One Click Leads to Another
Observations
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May 4, 2009
Bringing It All Together: One Click Case Study

2002
Launch of the 3G Network
Personalization = Ringers & Screensavers
Discovery = Main Menu & Favorites
Data Adoption = A surprise at the end of the month
Consistency = ?
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May 4, 2009
Bringing It All Together: One Click Case Study

2003
Switching from the stick to the carrot
Themes, On Demand and Picture Mail
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May 4, 2009
Bringing It All Together: One Click Case Study

2005
Success & more of the same
Evolution: Themes & On Demand 3.0
Stasis: Still Acting Opportunistically
Devolution: Business relationships
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May 4, 2009
Bringing It All Together: One Click Case Study

2006
The Merger: A New Hope
Sprint together with Nextel
(And more design with both, please)
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May 4, 2009
Bringing It All Together: One Click Case Study

2007
Revolution: The UI is the Product
Business Objectives:
Create value through personalization
Empower with a fearless approach to discovery
Increase data adoption
Increase engagement with a consistent experience
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May 4, 2009
Bringing It All Together: One Click Case Study

Genesis
Ur Click: Bell HGUI
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May 4, 2009
Bringing It All Together: One Click Case Study

Concept Work
Collaborative and In Person
You’r
e wel
come
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May 4, 2009
Bringing It All Together: One Click Case Study

A lot of moving
parts
An unknown number of customers, 2 sets of designers, 1.5
sets of researchers, 2 sets of project/program managers, a
whole heap of product managers and business folks, 3
OEM’s, 4 handsets, 13 Content partners, 1 network.
On a schedule*
* eek!
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May 4, 2009
Bringing It All Together: One Click Case Study

One Click 1.0
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May 4, 2009
Bringing It All Together: One Click Case Study

Success
Across all Objectives
Personalization = Greater Awareness
Discovery = One Click users do more
Data Adoption = Higher attachment rates
Consistency = A new Style Guide is in place
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May 4, 2009
Bringing It All Together: One Click Case Study

Research & Refine
Data drive improvements in
usability and usefulness
Better personalization flows
Extended functionality
Improved OOBE
Consistency
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May 4, 2009
Bringing It All Together: One Click Case Study

2009: One Click 2.0
An order from on high
For Feature Phones, Touch Devices, Android?
Design Freedom, inside a box
UXD’s time to shine
Want a peek?
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May 4, 2009
Bringing It All Together: One Click Case Study

First, a few things
Now is the time for rational and fundamental change
Deconstruct the widgets to determine their real value
New designs must elevate content as well as function
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May 4, 2009
Bringing It All Together: One Click Case Study

No Main Menu
The Carousel is All
Redacted
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May 4, 2009
Bringing It All Together: One Click Case Study

Bubbles
Are not information services
Redacted
They are a notification structure
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May 4, 2009
Bringing It All Together: One Click Case Study

One Click is Products
And Products are One Click
Redacted
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May 4, 2009
Bringing It All Together: One Click Case Study

Observations
Must avoid over commitment
Design Vendor with In House Design Team
Who is The Decider?
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May 4, 2009
Bringing It All Together: One Click Case Study

Q & A
Please be kind 
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May 4, 2009
Bringing It All Together: One Click Case Study