Mobile User Experience – A key to successful strategies in the mobile market

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Mobile User Experience – A key to successful strategies in the mobile market

Presented at Designit, Feb. 2013

In relation to annual guest lecture at the IT University in Copenhagen.

Published in: Design

Mobile User Experience – A key to successful strategies in the mobile market

  1. 1. ITU 2013 MOBILE USER EXPERIENCE A key to succesful strategies in the mobile marketHenrik HedegaardLead Information Architect, Designit@henrikhedegaard
  2. 2. Responsive designA way to make your website look and work perfectly across all the new devices out there without creating and maintaining parallel mobile websites.
  3. 3. “One can also hopethat future ringswill be designed byjewelry designersand look less nerdy.”– Jakob Nielsen
  4. 4. “The word design iseverything and nothing.The design and theproduct itself areinseparable.”– Jonathan Ive
  5. 5. DAGEN I HOVEDPUNKTERIntroduktionWhy A Mobile First StrategyMobile CharacteristicsWhen Enterprises go Mobile
  6. 6. Designit in ballpark figures21 291 25YEARS TOP BRAINS NATIONS
  7. 7. Designit in ballpark figuresDENMARKGERMANY SPAINNORWAY SWEDENUNITED KINGDOM CHINABRAZIL UNITED STATES
  8. 8. A Collective Brain Identify user needs Rethink & discover opportunities Strategic-creative &user driven approach Translate into new services User value creates business value
  9. 9. Service DeliveryUser studies & ethnography Brand and communication Digital designDigital & product experiences Product design & ergonomy Service innovation
  10. 10. Examples of workDesignit A/S
  11. 11. PRODUCT DESIGN
  12. 12. PRODUCT DESIGN
  13. 13. PRODUCT DESIGN
  14. 14. BRANDING & PRODUCT
  15. 15. WORLD EXPO 2012
  16. 16. AUDI CITY
  17. 17. AUDI CITY
  18. 18. ONLINE STRATEGY
  19. 19. MOBILE WEB STRATEGY
  20. 20. MOBILE APP MARKET Bankboks JB’s bankmiljø Tegnebog Personlig mobilbankBank Bruger
  21. 21. MOBILE STRATEGY
  22. 22. MOBILE STRATEGY
  23. 23. Some of the clients
  24. 24. WHY A MOBILE FIRST STRATEGY?
  25. 25. https://wirelessintelligence.com/images/analysis/entries/2013-01-10-mbb-infographic.png
  26. 26. http://cdn.theatlantic.com/static/mt/assets/science/mobile-app-infographic-post.jpg
  27. 27. AVERAGE MOBILE USERSa. Users look at their phone 150 times a day, on averageb. 80% use their phones for shopping-related tasks.c. 93% of American women did mobile gift shopping in Q4 2012d. 41% of all US adults use phones to get directionse. 46% of all public wifi connections are mobile (tablet or phone)http://www.lukew.com/ff/entry.asp?1506
  28. 28. http://www.freshegg.com/blog/wp-content/uploads/2011/11/Forbes_MobileTrafficStats_Infographic_01.jpg
  29. 29. MOBILE WEB TRAFFIC Walker Sands Communications, December 2012
  30. 30. MOBILE WEB TRAFFIC Walker Sands Communications, December 2012 ~1.6M per day http://www.lukew.com/ff/entry.asp?1506
  31. 31. GMV = Gross Merchandise Volume
  32. 32. http://cdn.theatlantic.com/static/mt/assets/science/mobile-app-infographic-post.jpg
  33. 33. One more thing...Who’s the new kid on the block?
  34. 34. TABLETS ARE PREDATORS http://www.lukew.com/ff/entry.asp?1677 http://blog.laptopmag.com/apple-blows-away-iphone-and-ipad-records-mac-sales-down-16-percent
  35. 35. TABLETS ARE PREDATORS a. Consumers are moving away from “single-use” devices and focus on tablets + smartphone. b. In 2012, +120M tablets were sold c. In 2012, e-readers were down to 14M (-46%) d. In 2016, e-readers estimates at 7M e. In Q4 2012, Windows notebook down 24% f. In 2013, mobile US sales account for 15% of ALL retail e-commerce (tablet: 9,5%, phone 5,5%). g. In Q1 2012, Apple estimate mobile sales increase of 190% (iPhone 177%, iPad 163%, iPod 240%) compared to Q4 2012. MacBook estimated down by 16%. http://www.lukew.com/ff/entry.asp?1677 http://blog.laptopmag.com/apple-blows-away-iphone-and-ipad-records-mac-sales-down-16-percent
  36. 36. Remember this guy?
  37. 37. ...is now this guy
  38. 38. ...or this guy
  39. 39. GO MOBILE OR KILL YOUR BUSINESS Laptop becomes the tool of preference, only when all else fails, or provides insufficient value.
  40. 40. Mobile Media CharacteristicsHow to think and approach the media
  41. 41. Client’s choice…Prolong the pastOr make changes?
  42. 42. Context User es Expe centri c ser vic r ie nUser ce! Rethink approach!Opportunity Solution
  43. 43. “There’s an app for that” The market for crap-apps is totally over-saturated
  44. 44. Unique UsageSimplicity Above All
  45. 45. “ Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.
  46. 46. Interaction DesignNatural User Interfaces through touch
  47. 47. Direct ManipulationWe still love you, but...
  48. 48. Multi touch is the new sheriff in town
  49. 49. Touch is designing for humans It supports our perception of objects
  50. 50. Layered contentStep-wise touch interaction
  51. 51. Touch GestureReference GuideLuke Wroblewskiwww.lukew.com/ff/entry.asp?1071
  52. 52. Uzu - kinetic multitouch particle visualizer
  53. 53. Designing with Metaphors Visually & Interactions
  54. 54. FAIL!
  55. 55. Guidelines are Guideline Not a holy grail
  56. 56. Guidelines are Guideline Not a holy grail FA IL! E PIC
  57. 57. The best user interface is when we don’t perceive the interface
  58. 58. The best user interface is with no perception if an interface
  59. 59. Page “flip” - WTF!?The best user interface is with no perception if an interface
  60. 60. Perception is more than visual We hold, see, hear, feel
  61. 61. Metaphors bind it all together
  62. 62. When the UI really works,we tend to forget it’s an interface
  63. 63. “Skeuomorphism”An Apple metaphorism
  64. 64. When Enterprises go MobileService defines platforms & technologies
  65. 65. Selecting your PlatformA matter of real user / customer base...
  66. 66. ANDROID USER?
  67. 67. AndroidA Strong UI Framework
  68. 68. AndroidReason is Contamination
  69. 69. GRUNDFOS GO REMOTE
  70. 70. AndroidTHE DESIGNER MISTKEReason is Contamination
  71. 71. THE DESIGNER MISTKE
  72. 72. THE DESIGNER MISTKE
  73. 73. Mobile Web is Not NativeUser/Customer Experience is KEY to Success
  74. 74. THIS IS NOT SUCCESS
  75. 75. WHO ARE YOUR USERS
  76. 76. WEB APPS SHOULD BE SIMPLE- Costly as multi-platform- Rarely quicker to develop- Bad user experience- Only good for simple solutions
  77. 77. JYSKE BANK - MOBILE WEB
  78. 78. JOBNET - HTML5
  79. 79. JOBNET - HTML5
  80. 80. GRUNDFOS - GO CAPS
  81. 81. Complete Mobile StrategiesMake it scalable
  82. 82. Jyske Bank - Digital Strategy 2008 - New website 2010 - Mobile Currency calculator (iPhone) 2010 - Mobile Banking (iPhone + Android) 2011 - Responsive webdesign 2012 - Mobile Banking (iPad) 2013 - Mobile Banking (Android ICS)
  83. 83. MOBILE STRATEGY
  84. 84. Thanks
  85. 85. www.slideshare.net/henrikhedegaardHenrik HedegaardInformation Architect, Designit@henrikhedegaard
  86. 86. Links & References Designing for iPad: Reality Check Information Architects iPad vs. iPhone: A User Experience Study UX Magazine iPad User Experience Guidelines UX Magazine App Store Review Guidelines Apple Small Sufaces Mobility Blog Thoughts on Designing for iPad Derek Powazek Touch Gesture Reference Guide and more Luke Wroblewski Blog

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