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Designing a Seamless Web to Mobile
            Experience


                                        omar green
               director, strategic mobile initiatives
                                @madfu @intuitinc
                                          #liquidux
who am i?
entrepreneur    geek   inventor
   MIT grad
               filmmaker
                           thinker
 developer
 poet
       toy lover strategist

        i’m not a designer
who do i work for?
Transforming 50M Lives
Our Mobile Apps Address Real Problems

Get Paid   Check my   File my taxes    Acquire
            balance                   customers
If UX as a domain focuses on the experiential,
subjective, affective, and meaningful components
of product development and human-computer
interaction, then Liquid Experience considers
these things from a “fluid” cross-platform, cross-
context perspective.


defined
“I can use this solution at my desktop, and it
feels right there, but I can also switch to use it
on my handset, or on my tablet, or with my TV
or in my car and it feels right there too.”



in the ideal…
First Principles


                                                 smarter-than-me
                                                    software

      cool new stuff!
 (i didn’t know i could do)




                                                   picking up…
                                                  where I left off


everything everywhere,
      right-sized
10
11
Context
In the broadest sense, CONTEXT represents the
circumstances around which a user expresses
behavior, captured digitally. It can encompass
geo-spatial, temporal, emotional, cognitive, and
other domains, so long as the domain lends itself
to electronic monitoring and data capture.


defined
A “Mobile” Context
A “Tablet” Context?
And What Context Is This?
Some Context Questions

• Who are you (in general)? Who are you, now?

• Where are you and who are you with?

• What are you doing? What did you just do?

• What are your responsibilities?

• What device are you using?

• How much money do you have?

• What do you need?

• May I interrupt you?
Expectations Summary
• Take me somewhere, on an       • Enable me to connect, to
  adventure                        share my best, most profound
                                   experiences
• Go beyond my human limits,
  transform me into the best     • Help me get the things that I
  me                               want/need

• Help me right the wrongs       • Become a part of me, extend
  done to me                       my reach, but don’t take
                                   away my control
• Allow me to discover,
  understand and fulfill my      • Become an integral part of
  destiny                          my space, look after me,
                                   protect me, but don’t take
• Help me to see and to do the     away my control
  impossible
                                 • Inspire me, challenge me,
                                   call me to action
How
First Principles


1. build an iceberg

2. stop writing code; start watching people

3. “get” context

4. design/build tools to flex your services

5. get to work

6. build smarter services
BUILD AN ICEBERG
distill ‘site’ into ‘service’
STOP WRITING CODE
START WATCHING PEOPLE
Customer Driven Innovation
• for each device/surface, understand the contexts – be specific
• understand how context may dictate the flow between devices
• “meaning” is as important as task completion or simplicity




“GET” CONTEXT
Starting questions

• What contexts are appropriate/inappropriate for
  completing this task/workflow? Does my user
  agree?

• What are the stakes? What does it mean to
  initiate/complete this task in this context? What
  does it mean to be frustrated by it?

• What sorts of things would I need to know to
  anticipate the next context/task?

• Could I use the data from one context in a new
  one? How?
your tool box is empty…fill it




DESIGN/BUILD TOOLS TO
“FLEX” SERVICES
Language/dialect flexibility
Mobile Offering
                                                                               •
                                                                               •   Cultural specificity
Matrix




                                                           Global Attributes
                                                                               •   Region-specific UX
                                                                               •   Heterogeneous profile/usage data
                                                                                   (aggregated)
                                                                               •   Local legal & tax compliance
                                                                               •   Privacy
                                                                               •   In-country business acumen
                                                                               •   Local channels
                     •   Always present                                        •   Multi-national scalability &
Mobile Levers




                     •   Billable                                                  defensibility
                     •   Communication                                         •   Local infrastructure constraints
                     •   Connected                                             •   Indigenous talent/innovation
                     •   Context-aware
                     •   Global reach                                          •   Authenticity
                         Marketplaces / Decks                                                                                       •   Affiliate
                     •                                                         •   Collaboration
                         Measurability / Target-ability                                                                             •   Business model disruption
                     •                                                         •   Financial Interdependency
                         Media Creation                                                                                             •   Revenue re-distribution
                     •                                                         •   Gaming Mechanics
                         Personal                                                                                                   •   Co-branded / Rev-share
                     •                                                         •   Immediacy
                                                                                                                                    •   Free / Advertising / Ad. Delivery /
                                                                               •   Measurability/Target-ability
                                                                                                                                        Search
                                                                                   Media (broad / narrow / micro




                                                                                                                   Revenue Models
                                                                               •
                     •   Addressable base                                                                                           •   Free/attach/lift
                                                                                   - casting)
  Corporate Levers




                     •   Billing relationship                                                                                       •   Freemium
                                                                               •   Network effects
                         Brand equity                                                                                                   License Fee
                                                          Social Levers




                     •                                                                                                              •
                                                                               •   Peer / class effects
                     •   CDI / D4D                                                                                                  •   One time license (on/off deck)
                                                                               •   Presence
                     •   Channels                                                                                                   •   Reseller bounty
                                                                               •   Real-time information
                     •   Customer Data                                                                                              •   Rev-share (on/off deck)
                                                                               •   Self-expression
                     •   Desktop integration                                                                                        •   Service consumption
                                                                               •   Compose-ability
                     •   Domain expertise (+IP)                                                                                     •   Subscription /MRR
                                                                               •   Shared Meaning / Affinity
                     •   Openness / Platform                                                                                        •   Transaction-based
                                                                               •   Status / Real-Time Info
                     •   Payments                                                                                                   •   Virtual-goods / services
                                                                               •   Transparency
                     •   Services                                                                                                   •   White label license
                                                                               •   UGC
29                                                                             •   Virality
• 100 cards

• each with a different
  perspective with which to
  challenge your thinking

• pick 5 at random

• adapt the questions to your
  specific problems/contexts
Mobile Experimentation Platform
design/build -> launch -> iterate -> fail -> learn ->
repeat…
…across multiple devices…
…and don’t simplify too early…


GET TO WORK
•embed context awareness into your solutions
•enable a dynamic user experience




BUILD SMARTER SERVICES
A Final Word




       “We become what we
       behold. We shape our
       tools, and then
       afterwards, our tools
       shape us.”

            - Marshall McLuhan
Thanks!

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Designing a Seamless Web to Mobile Experience (Abridged)

  • 1. Designing a Seamless Web to Mobile Experience omar green director, strategic mobile initiatives @madfu @intuitinc #liquidux
  • 2. who am i? entrepreneur geek inventor MIT grad filmmaker thinker developer poet toy lover strategist i’m not a designer
  • 3. who do i work for?
  • 5. Our Mobile Apps Address Real Problems Get Paid Check my File my taxes Acquire balance customers
  • 6.
  • 7. If UX as a domain focuses on the experiential, subjective, affective, and meaningful components of product development and human-computer interaction, then Liquid Experience considers these things from a “fluid” cross-platform, cross- context perspective. defined
  • 8. “I can use this solution at my desktop, and it feels right there, but I can also switch to use it on my handset, or on my tablet, or with my TV or in my car and it feels right there too.” in the ideal…
  • 9. First Principles smarter-than-me software cool new stuff! (i didn’t know i could do) picking up… where I left off everything everywhere, right-sized
  • 10. 10
  • 11. 11
  • 12.
  • 14. In the broadest sense, CONTEXT represents the circumstances around which a user expresses behavior, captured digitally. It can encompass geo-spatial, temporal, emotional, cognitive, and other domains, so long as the domain lends itself to electronic monitoring and data capture. defined
  • 17. And What Context Is This?
  • 18. Some Context Questions • Who are you (in general)? Who are you, now? • Where are you and who are you with? • What are you doing? What did you just do? • What are your responsibilities? • What device are you using? • How much money do you have? • What do you need? • May I interrupt you?
  • 19. Expectations Summary • Take me somewhere, on an • Enable me to connect, to adventure share my best, most profound experiences • Go beyond my human limits, transform me into the best • Help me get the things that I me want/need • Help me right the wrongs • Become a part of me, extend done to me my reach, but don’t take away my control • Allow me to discover, understand and fulfill my • Become an integral part of destiny my space, look after me, protect me, but don’t take • Help me to see and to do the away my control impossible • Inspire me, challenge me, call me to action
  • 20. How
  • 21. First Principles 1. build an iceberg 2. stop writing code; start watching people 3. “get” context 4. design/build tools to flex your services 5. get to work 6. build smarter services
  • 23. distill ‘site’ into ‘service’
  • 24. STOP WRITING CODE START WATCHING PEOPLE
  • 26. • for each device/surface, understand the contexts – be specific • understand how context may dictate the flow between devices • “meaning” is as important as task completion or simplicity “GET” CONTEXT
  • 27. Starting questions • What contexts are appropriate/inappropriate for completing this task/workflow? Does my user agree? • What are the stakes? What does it mean to initiate/complete this task in this context? What does it mean to be frustrated by it? • What sorts of things would I need to know to anticipate the next context/task? • Could I use the data from one context in a new one? How?
  • 28. your tool box is empty…fill it DESIGN/BUILD TOOLS TO “FLEX” SERVICES
  • 29. Language/dialect flexibility Mobile Offering • • Cultural specificity Matrix Global Attributes • Region-specific UX • Heterogeneous profile/usage data (aggregated) • Local legal & tax compliance • Privacy • In-country business acumen • Local channels • Always present • Multi-national scalability & Mobile Levers • Billable defensibility • Communication • Local infrastructure constraints • Connected • Indigenous talent/innovation • Context-aware • Global reach • Authenticity Marketplaces / Decks • Affiliate • • Collaboration Measurability / Target-ability • Business model disruption • • Financial Interdependency Media Creation • Revenue re-distribution • • Gaming Mechanics Personal • Co-branded / Rev-share • • Immediacy • Free / Advertising / Ad. Delivery / • Measurability/Target-ability Search Media (broad / narrow / micro Revenue Models • • Addressable base • Free/attach/lift - casting) Corporate Levers • Billing relationship • Freemium • Network effects Brand equity License Fee Social Levers • • • Peer / class effects • CDI / D4D • One time license (on/off deck) • Presence • Channels • Reseller bounty • Real-time information • Customer Data • Rev-share (on/off deck) • Self-expression • Desktop integration • Service consumption • Compose-ability • Domain expertise (+IP) • Subscription /MRR • Shared Meaning / Affinity • Openness / Platform • Transaction-based • Status / Real-Time Info • Payments • Virtual-goods / services • Transparency • Services • White label license • UGC 29 • Virality
  • 30. • 100 cards • each with a different perspective with which to challenge your thinking • pick 5 at random • adapt the questions to your specific problems/contexts
  • 32. design/build -> launch -> iterate -> fail -> learn -> repeat… …across multiple devices… …and don’t simplify too early… GET TO WORK
  • 33. •embed context awareness into your solutions •enable a dynamic user experience BUILD SMARTER SERVICES
  • 34. A Final Word “We become what we behold. We shape our tools, and then afterwards, our tools shape us.” - Marshall McLuhan