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
ProblemsGet Paid Check my File my taxes Acquire balance customers

If UX as a domain
focuses on the experiential,subjective, affective, and meaningful componentsof product development and human-computerinteraction, then Liquid Experience considersthese things from a “fluid” cross-platform, cross-context perspective.defined

“I can use this solution
at my desktop, and itfeels right there, but I can also switch to use iton my handset, or on my tablet, or with my TVor 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 offeverything everywhere, right-sized

10

11

Context

In the broadest sense, CONTEXT
represents thecircumstances around which a user expressesbehavior, captured digitally. It can encompassgeo-spatial, temporal, emotional, cognitive, andother domains, so long as the domain lends itselfto 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 Principles1. build an iceberg2.
stop writing code; start watching people3. “get” context4. design/build tools to flex your services5. get to work6. build smarter services

BUILD AN ICEBERG

distill ‘site’ into ‘service’

STOP WRITING CODESTART 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
itDESIGN/BUILD TOOLS TO“FLEX” SERVICES

Language/dialect flexibilityMobile Offering • •
Cultural specificityMatrix 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 • UGC29 • 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 experienceBUILD SMARTER SERVICES

A Final Word “We become
what we behold. We shape our tools, and then afterwards, our tools shape us.” - Marshall McLuhan

Thanks!