1. Engaging mobile
experiences
Matt Millar
2006 Adobe Systems Incorporated. All Rights Reserved.

2. The State of Mobile Experiences
Mobile devices have evolved from
merely functional tools.
They have become our constant
companions. We rely on them to stay
in touch, guide our activities, and
entertain us.
2006 Adobe Systems Incorporated. All Rights Reserved.

3. Facebook & MySpace
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4. MySpace Flash Experience
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5. Mobile Experiences today
Consumer
Content
Consumer
Consumer
Content
Content
Consumer
Content
Content
Consumer
Consumer
Mobile Operator
Content
Consumer
Content
Content
Mobile technology today is a
bottleneck preventing the world
Consumer
of content reaching the world of
consumers
2006 Adobe Systems Incorporated. All Rights Reserved.

6. Mobile Experiences Today
Consumer
Content
Consumer
Consumer
Content
Content
Consumer
Content
Content
Consumer
Consumer
Mobile Operator
Content
Consumer
Content
Content
Consumer
2006 Adobe Systems Incorporated. All Rights Reserved.

7. Mobile Experiences Tomorrow
Consumer
Content
Consumer
Consumer
Content
Content
Consumer
Rich Content
Content
Content
Consumer
Consumer
Mobile Operator
Content
$$$$
Consumer
Content
Content
Consumer
2006 Adobe Systems Incorporated. All Rights Reserved.

8. Elephant in the room
77% of iPhone owners said they were
“Very Satisfied” with their device.
The ChangeWave survey asked consumers
how satisfied they were with their current
phone, and found the iPhone registering the
highest satisfaction levels of any device.
2006 Adobe Systems Incorporated. All Rights Reserved.

9. Experience matters
Engaging mobile experiences put
the user experience first.
They build a powerful affinity with
the user. They promise experiences
that are expressive, memorable, and
much more desirable.
2006 Adobe Systems Incorporated. All Rights Reserved.

10. The mobile user
Mobile users are constantly on the
move, often multitasking, and
interacting in very social situations.
Their attention is the most valuable
commodity and seducing them to
stay connected is the ultimate goal.
2006 Adobe Systems Incorporated. All Rights Reserved.

11. Mobile Persuasion
Principles for creating
engaging mobile experiences.
The Mobile Context is Relevant
Capture and Guide Users
Differentiation is a Feature
2006 Adobe Systems Incorporated. All Rights Reserved.

12. Mobile context is relevant
Mobile experiences should not only
be smaller, they should be smarter.
They must offer experiences that
are appropriate for mobile.
Focus on the user’s mobility
Fitting
Get a toolbox
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13. Fitting
Mobile experiences are valuable
when they are straightforward and
clearly represent their purpose.
The presentation as a whole should
be glance-able – designed to be read
and understood quickly.
2006 Adobe Systems Incorporated. All Rights Reserved.

14. Google WAP
2006 Adobe Systems Incorporated. All Rights Reserved.

15. Google Maps
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16. Capture and Guide the user
Users are subject to countless
distractions and disadvantages.
Recognize the barriers and address
them directly.
Establish clear focus, direction and emphasis
Maintain context
Preview and deliver
2006 Adobe Systems Incorporated. All Rights Reserved.

17. Establish Clear Focus, Direction and Emphasis
User focus should be implemented
in a simple, clear and consistent way
across interfaces.
Actions should be intuitive and
natural. Users shouldn’t have to
think hard about what options are
available to them.
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18. Yahoo! Mobile web
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19. Yahoo! Go
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20. Differentiation is a feature
Engaging mobile experiences are
ones that stand out from the crowd;
they should make us stand out
from the crowd.
Stylize
Demonstrate brand
Deep customization
Thrill
Fresh and dynamic
2006 Adobe Systems Incorporated. All Rights Reserved.

21. Demonstrate Brand
Mobile users are ready and willing to
engage with their favourite brands on
their phones.
Mobile experiences that can
faithfully represent brands will be
more engaging for users who are
hungry for authentic experiences.
2006 Adobe Systems Incorporated. All Rights Reserved.

22. Facebook iPhone
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23. MySpace Flash
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24. Fresh and Dynamic
The mobile user's attention span is a
fragile commodity, easily lost if not
stimulated.
Mobile content must make use of
rich media, video, audio, high-
!delity graphics and animation to
captivate, excite and entertain.
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25. Living World Profiles
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26. Living World Seasons
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27. Living World Travel
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28. The Mobile Feast
The mobile marketplace is waging a
battle for our attention.
The providers who will come out on
top will be the ones who are the
most persuasive. However, the real
winners will be the mobile users.
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29. The challenge
Are your experiences engaging?
Expressive
Memorable
Desirable
2006 Adobe Systems Incorporated. All Rights Reserved.