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Positioning the User in
Mobile Locative Apps
Glen Farrelly
Digital Media Consultant
& PhD Candidate
University of Toronto
...
About Me
 15+ years working in digital media
 Blogger for Backbone Magazine
 PhD candidate iSchool, University of Toron...
Introduction
The locative function of mobile devices is enabling more
people to connect to spaces where we live and work.
...
Technical Requirements
Five components necessary:
 Geo-positioning technology
 Internet connectivity
 Mobile communicat...
Locative Media Devices
Found on various types of mobile devices:
 Smartphones
 Tablets
 Smartwatches
 GPS Devices
Technical Infrastructure
Locative Mobile is Here
 94% of millennials using location-based services
 Main drivers of use are:
 Geotargetted direc...
Apps Where Location Features
 Art
 Commerce & Marketing
 Health & Fitness
 Games
 Personal Efficiency
 Social Recomm...
Examples
Examples of Locative Media
 Foursquare & Swarm
 Ingress
 Findery
 Instagram
 Google Maps
 Trip Advisor
 Yik Yak
 G...
Invisible Pink Unicorn
@ The Vatican
5
Findery @ Pearson Airport
4
Foursquare @ Tahrir Square
Map My Walk @ Vancouver
User Feedback
 Concerns limit usage:
 Data used
 Roaming charges
 Battery drain
 Privacy (but generational to a degree)
 Micro app...
They Don’t Want to Lose Out
September 2015 survey by Retale of US millennials:
 84% say they act on push notifications re...
Locative Media Uses
0
10
20
30
40
50
60
Find nearby
businesses
Find nearby
events
Find nearby
sites
View
pictures or
video...
Improves Relationship to Place
0
10
20
30
40
50
60
Improves knowledge of
place
Aids social connection Improves appreciatio...
My Findings
Locative fosters relationship to place:
1) Encourages and prolongs interaction with
and in place
2) Facilitate...
Where To Go From Here
 Allow content to private or shared publicly
 Offer personalization features
 Draw upon various m...
DIY Locative Media
More Information
Email: glen.farrelly@utoronto.ca
Portfolio: glenfarrelly.com
Delicious: delicious.com/glenfarrelly
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Positioning the User in Mobile Locative Apps

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The locative function of mobile devices is enabling more people to connect to spaces where we live and work. This presentation introduces locative media, offers a brief overview of how people are using the geolocative functionality on their mobile apps, and outlines a few tips for developing or maintaining a locative app.

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Positioning the User in Mobile Locative Apps

  1. 1. Positioning the User in Mobile Locative Apps Glen Farrelly Digital Media Consultant & PhD Candidate University of Toronto June Canadian Wireless Trade Show October 29, 2015
  2. 2. About Me  15+ years working in digital media  Blogger for Backbone Magazine  PhD candidate iSchool, University of Toronto  Research mobile media, geoinformatics, & place  Consult & teach on digital media integration & optimizing user experience  Methods used: survey, interviews, social media monitoring, content analysis
  3. 3. Introduction The locative function of mobile devices is enabling more people to connect to spaces where we live and work. I will discuss how people are using location-based services to access geographically relevant content for commerce and pleasure. As this technology evolves, it is helpful to consider the interplay of technology, people, and place and how this may apply to your organization.
  4. 4. Technical Requirements Five components necessary:  Geo-positioning technology  Internet connectivity  Mobile communications and computing  Geocoded content  Graphical interface and interaction
  5. 5. Locative Media Devices Found on various types of mobile devices:  Smartphones  Tablets  Smartwatches  GPS Devices
  6. 6. Technical Infrastructure
  7. 7. Locative Mobile is Here  94% of millennials using location-based services  Main drivers of use are:  Geotargetted directions  Maps  Social navigation  Although some pure-play LBS apps are popular; geolocation features embedded in many apps
  8. 8. Apps Where Location Features  Art  Commerce & Marketing  Health & Fitness  Games  Personal Efficiency  Social Recommendation  Coordination & Safety  Geosocial Networking  Local Discovery  Navigation  Transportation  Travel
  9. 9. Examples
  10. 10. Examples of Locative Media  Foursquare & Swarm  Ingress  Findery  Instagram  Google Maps  Trip Advisor  Yik Yak  Geocaching & Waymarking
  11. 11. Invisible Pink Unicorn @ The Vatican
  12. 12. 5 Findery @ Pearson Airport
  13. 13. 4 Foursquare @ Tahrir Square
  14. 14. Map My Walk @ Vancouver
  15. 15. User Feedback
  16. 16.  Concerns limit usage:  Data used  Roaming charges  Battery drain  Privacy (but generational to a degree)  Micro apps – people aren't keen to download so era of mobile websites may soon arrive  Usability and proximity issues frustrate users  People like receiving relevant geotargetted ads Where Are We Now?
  17. 17. They Don’t Want to Lose Out September 2015 survey by Retale of US millennials:  84% say they act on push notifications received Types of push info preferred:  61% like “coupons or deals for immediate use” & “customer rewards"  35% like new product info and sale availability" & "nearby store locations and hours" Don’t like about push notifications:  39% say "notifications aren't relevant enough”  34% say "notifications feel intrusive"  25% say "they send me too many"
  18. 18. Locative Media Uses 0 10 20 30 40 50 60 Find nearby businesses Find nearby events Find nearby sites View pictures or videos of location Read current info of location Read history of location Read local news Read reviews of nearby businesses %ofrespondents Source: Survey conducted by Glen Farrelly, 2013
  19. 19. Improves Relationship to Place 0 10 20 30 40 50 60 Improves knowledge of place Aids social connection Improves appreciation of place Fosters sense of belonging to place %ofrespondents Source: Survey conducted by Glen Farrelly, 2013
  20. 20. My Findings Locative fosters relationship to place: 1) Encourages and prolongs interaction with and in place 2) Facilitates social navigation 3) Improves awareness and recall of place 4) Foster autobiographical insideness to places
  21. 21. Where To Go From Here  Allow content to private or shared publicly  Offer personalization features  Draw upon various multimedia formats  Offer different types of information  Devise ways to interact with your content & place  Ensure breadth of content is available across many locations
  22. 22. DIY Locative Media
  23. 23. More Information Email: glen.farrelly@utoronto.ca Portfolio: glenfarrelly.com Delicious: delicious.com/glenfarrelly

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