2013Asia Pacific Europe North America Middle East and Africa Latin AmericaA Changing World – Users of Mobile by Region 2012 - 20172012Source: Portio Research2017
Australia Brazil China India Italy Russia SouthKoreaTurkey UK US0%10%20%30%40%50%60%70%80%90%100%SMS Web Browsing Email Social Networking Apps Streaming Music Instant Messaging Video/Mobile TVActivities performed by Smartphone Users at Least Once aMonthSource: Nielsen, (February 2013) via: mobiThinking
A Changing World – The Surge Towards TabletGlobalUnitsShipped(MMs)Global PC (Desktop / Notebook) and Tablet Shipments by Quarter (Q1: 1995 - Q1: 2013)Source: Katy Huberty, Ehud Gelblum, Morgan Stanley Research. Gartner. Data as of 4/13. Note: Notebook PCs include Net books
A Changing World – What Do Your Customers Use?Smart TVBlackberry WindowsiOSAndroid
A Changing World – Mobile Operating System by RegionEuropeAustraliaJune 2012 to May 2013AsiaiOS Android SymbianOS OtherSource: Stat Counter – Global Stat Counter - http://gs.statcounter.com/
1. A Changing World2. What Are My Options?3. Design Considerations4. The Optimum Approach5. Making It Happen6. Considering The FuturePutting Mobile First
Take the time tounderstand your user’sbehaviour and context.What Are My Options?
1. Typically has short bursts of activity2. Often is time restricted3. Is goal driven4. Loves using his phone - joy of use5. Tells others of a good experience6. Needs a simple uncomplicated experienceWhat Are My Options? – Remember a Mobile User…
Take the opportunityto innovate in designand function.What Are My Options?
What Are My Options? – Mathew Algie - Ethical CoffeeCampaign
What Are My Options?MobiResponsiveFrameworkNative
RecognitionPutting a picture to either a personor a place:‘Meet Bob the new councilmember for your area’Or‘Drop by the new office onFlinders Lane’DescriptionWhere a specific item is betterdescribed visually:‘We will be rolling out newwheely bins to replace our oldones, they will look like this:’Or‘Our new Series 125fx is thefastest widget on the market andcomes in blue!’Design Considerations - Images
What it’s good for:• Providing focus and clearstructure• Deploying without impact onmain website• Delivering quickly• Wide reach working viabrowser• Can be designed tounderstand and respond toscreen size or orientationConsiderations:• Careful consideration tocontent impacting performance.• Keep the design simplyeffective• You need to design for tabletand phone to maximiseexperience.• Links to m. or mobi domainnameThe Optimum Approach - mobi
What it’s good for:• Reflows the same contentfrom the website• Content is presented on alldevices and screen sizes.• Architecture of the siteremaining the same• Single update of contentConsiderations:• Cannot apply a different tone ofvoice for mobile usage.• Experience not built around theuser or context• Requires to think in % and notfixed width• Supported screen size has tobe chosenThe Optimum Approach - Responsive
‘’The Optimum Approach - ResponsiveIts cheap but degrading to reuse contentand design across diverging mediaforms like print vs. online or desktop vs.mobile. Superior UX requires tightplatform integration.Jakob Neilsen – 21st May 2012
What it’s good for:• Provides a rich interface• Uses the full phone feature set• Designed around the user• Optimal performance• Provides joy of use• Can differentiate your brandConsiderations:• Needs to be developed foreach device type• Designs typically can beshared• Data is a key consideration forunconnected useThe Optimum Approach - Native
‘’Making It Happen – Data IntegrationUsers are sympathetic to poor networkcoverage and adjust their expectationswhen WIFI isn’t available.
‘’Making It Happen – Data IntegrationUsers are NOT sympathetic to poornetwork coverage and adjust theirexpectations when WIFI isn’t available.
1. Ensure your existing web APIdoes not bundle unnecessarydata with requests for data2. Expand your API to deal withshort, quick requests andhook it into your CMS solutionas soon as possible3. FEO is vital. Use mobileoptimisation and analyticstools to see where yourdelivery speeds can beimproved4. Track user interaction in yourapp using an analytics toolMaking It Happen – Data Integration – 4 Key points
Considering The Future – Remember it’s a Phone!
‘’Considering The FutureIf you want the Internet to beeverywhere it has to be visible nowhere.It has to be unseen, unnoticed,undiscussed.David St. Charles - Integrated Systems Inc. (Wired 1996)
SpaceBook is a speech-driven, hands-free,eyes-free device for pedestrian navigation andexploration.Considering The Future - PrecedentLabs
Considering The Future – PrecEvents – Out of the Box!
Considering The Future – New mobile platforms in 2013
• Connected devices• Mobile payments and e-wallet• Mobile advancement - wearable devices (NFC)• Lounge computing - socially integrated TV• Move towards social business• Smart content with personalisation & aggregation• Self service applicationsConsidering The Future - Our view of the digital trends for2013 ‘14
Don’t disappointDon’t be afraid to innovateDon’t delay in providing a solution( think-apply-review-refine )Considering The Future – Finally…