Taptu Momo London Ue Apr 08

Slide 1: Creating the User Experience for a new mobile search engine Steve Ives, CEO and Founder April 8, 2008

Slide 2: Aims of presentation “Walkthrough the UE design approach of a startup mobile search company”  Introduce Taptu and the product  Walkthrough our UE design approach and tools  Demo of our latest product version  Question & answer session 2 mobile search made social.

Slide 3: How many of you regularly use a search engine on your mobile? 3 mobile search made social.

Slide 4: How many had a positive experience? 4 mobile search made social.

Slide 5: About Taptu  Focus Building (and making money from) a new kind of mobile search  Expertise Mobile user experience, search algorithms  Innovation 15 key patent applications filed in mobile search  Service launch Alpha service in Oct 2007, Beta V1 in Feb 2008  Investors 3i and Sofinnova 5 mobile search made social.

Slide 6: About me  Technologist and business guy  Serial entrepreneur: Aspective, Teamstudio, Trigenix, Taptu  50 years old  My children are Generation Y, I’m not…. 6 mobile search made social.

Slide 7: The challenge for Taptu • Search requires a different approach in the mobile environment • Search must be provided within a highly constrained interfaces - different devices, inputs, screen-size, latency  Google Mobile, Yahoo OneSearch and Live Search for Mobile are variations on a very similar theme. They are designed and engineered from the perspective of: “bringing the best of PC Web search to mobile phones” 7 mobile search made social.

Slide 8: What is our UE Design process?  Our aim is to create usable, engaging and aesthetically pleasing products across the wide range of devices Taptu works on  We are pragmatic about UE approach - ‘Text-book’ approach not always possible - but we aim to use the right tools at the right stages  We spend a lot of our time thinking about the needs of our users and talking to users direct: 12 months, 14 user studies 1 hour per user 8 mobile search made social.

Slide 9: Key stages of our process… Concepts + Ideas 9 mobile search made social.

Slide 10: Key stages of our process… Concepts + Paper Ideas Prototyping 10 mobile search made social.

Slide 11: Key stages of our process… Concepts + Paper Device Ideas Prototyping Prototyping 11 mobile search made social.

Slide 12: Key stages of our process… Concepts + Paper Device UE Testing Ideas Prototyping Prototyping 12 mobile search made social.

Slide 13: Key stages of our process… Concepts + Paper Device UE Testing UI Spec Ideas Prototyping Prototyping 13 mobile search made social.

Slide 14: Gary, 23 “Unwired Social” Kate, 27 “Digerati” 14 mobile search made social.

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Slide 18: Prototyping the UE  Prototyping is central to our process - use it constantly as we develop new ideas & features  Key benefits to us: 1. Designing the end-to-end experience 2. Creating a believable product for a User Study 3. As a discussion tool with Engineering  We use two types at different stages - Paper Prototyping and Device Prototyping… 18 mobile search made social.

Slide 19: User Task 19 mobile search made social.

Slide 20: Task Flow Design 20 mobile search made social.

Slide 21: Idea Annotation 21 mobile search made social.

Slide 22: Device Prototyping … 22 mobile search made social.

Slide 23: Device prototyping  Device Prototyping the is the next step from Paper Prototyping… need to experiment with designs on the target devices once we happy with design on paper  Hi-fidelity of device-based prototypes offer a number of benefits that paper prototypes don’t provide  The device-specific issues of screen size, input, controls, navigation, pixel-perfect visual design all need to be explored & considered 23 mobile search made social.

Slide 24: How we do it?  Produce ‘static’ prototypes – they create a believable walkthrough of particular paths we want to test  HTML/CSS + Photoshop - create pixel perfect graphics and build prototypes using HTML  Slower to iterate than paper prototypes - but for many device/browser specific design issues/decisions we need to create device protos at various stages  Ideal for user testing - still minimal production and no engineering time required 24 mobile search made social.

Slide 25: Device-specific design issues  What design issues do we deal with per device?  We have defined 3 core ‘families’ of device:  Low phone - standard 176x220 e.g. RAZR  Mid phone - QVGA e.g. Nokia N95, Sony Ericsson W880i  Hi phone - iPhone, more will follow 25 mobile search made social.

Slide 26: Taptu on mid-phone (N95, W880i) Branding and white space are key Global navigation elements grouped and consistent Elements make it clearly a search engine Secondary navigation elements below the fold 26 mobile search made social.

Slide 27: Taptu on hi-phone (iPhone) Scrolling: Scrolling is much quicker with finger Selection: Touch interface requires wider spacing of elements Text entry: Text entry is quicker than other two device types 27 mobile search made social.

Slide 28: Visual design + brand … 28 mobile search made social.

Slide 29: UE Testing with users … 29 mobile search made social.

Slide 30: UE testing approach  Once we have a working Device Prototype, we test…  On a monthly basis we find a set of target users and meet them face-to-face, one-to-one, 1 hour sessions  We test in London - so we can source widest demographics of users for sessions  We built a fully portable lab - so its less intrusive/formal and we can go anywhere with it  We make this a regular event in our schedule - so we get maximum exposure to testing concepts with real users 30 mobile search made social.

Slide 31: Portable usability lab 31 mobile search made social.

Slide 32: Mounted camera 32 mobile search made social.

Slide 33: Picture-in-picture review format 33 mobile search made social.

Slide 34: Live example of User Study Session… 34 mobile search made social.

Slide 35: Future Taptu direction  Today: good at infotainment searches (e.g. music, movies, TV, news), mobile navigation (mobile sites) Tomorrow: universal search  Search and share engine - enhancing sharing functionality with 1-Tap share concept  Human-assisted search for popular terms  Further user research + international research 35 mobile search made social.

Slide 36: Conclusion What have we learned about the UE design process? - Evaluate early - Don’t assume, do listen - Iterate often! 36 mobile search made social.

Slide 37: Q&A Want to try it? You can try Taptu on your mobile phone browser - enter www.taptu.mobi Or on PC - www.taptu.com Or Facebook App - Search for ‘Music Wall’ in Facebook Or Music Cube game - Search for “Music Cube” on Google 37 mobile search made social.