Your building. Do you get out from :me to :me? Challenge n° 2
Mobile UX strategynative • mobile • responsive
“You don’t walk into a hardware store, notice a good-looking shovel, then say “Boy this sure looks like a mightyfine looking shovel. I’m gonna head home and startfinding stuff to dig up with this here shovel.”Brad Frost, blogpost “Native vs Web” is total bullshit, July 2011
“As of this writing, there’s no contest: Ship [native] mobile apps if you can affordit(…)We measured a success rate of 74 percent when people used [native] mobile apps,which is much higher than the 64 percent recorded for mobile-specific websites.”Jakob Nielsen, Mobile Usability, 2013
Jakob ‘we know, because we’ve seen it happen’ Nielsen Jakob Who?
§ When to build?§ you want§ rich interaction§ fluent animations§ full access to device functionality§ shiny graphics§ on a level you would struggle with HTML5 (at the time of thiswriting)§ you can afford it (and the price tag tends to go up and up and…)§ more platforms, often forked in¨ sub-platforms: e.g. iOS for iPhone and iPad¨ sub-versions: Android Honeycomb, Ice Cream Sandwich,Jelly Bean,…§ native development is not a walk in the parkThe native road - whennative
§ When to build? <ctd>§ you want to be present in app stores§ your competitors have already set up camp there§ you like some cash¨ minus a 30% cut for the [platform] owner§ your users will download updates, won’t they…?The native road - whennative
§ Your focus is on§ best possible (device-specific) UX§ multitouch§ fast graphics (how’s the refresh rate?)§ fluid animations§ ease of use§ a solid business caseThe native road - focusnative
§ Limited continuity between different contexts§ No comparable desktop and mobile experience§ Features and content not equally likely to be accessedon multiple devices§ Other iOS native apps already being used§ Interesting times…Nokeos design strategy
“Once you start thinking in terms of networks, it just doesn’t make muchsense to prefer local apps, with downloadable, installable code thatneeds to be constantly updated.(…)But we’re not yet in a world of infinite speed, so that’s why we havemobile apps and PC and Mac software on laptops and phones. That’s whythere are still Xbox games on discs. That’s why everything isn’t in thecloud. But eventually the technology wants it all to be up there.”Marc Andreessen, Wired Magazine, April 2012
Marc ‘a lot of things you want to do as part of daily life can now be done over the internet’ Andreessen Marc Who?
§ Mobile-optimized websites and web applications§ Living on the web§ Often a subset of content/features of the“normal” version of the website/web application§ but what’s important? what’s not?-> user research (esp. data analysis) will help you out§ A wide audience reachThe web road, direction mobile
§ When to build?§ your users’ goals differ depending on device/context§ you offer ‘simple’ functionality like look-ups andsimple workflows§ you need speed§ you don’t need§ lots of editing or data manipulation§ on-device functionsThe web road, direction mobile - when
§ Your focus is on§ stripping features that are not the core of the mobileuse case§ reducing ⎜ removing ⎜ demoting§ enlarging interface elements§ providing an emergency exit§ cross-link from desktop site (or ‘full site’) to mobile site andvice versaThe web road, direction mobile - focus
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“Perhaps there’s a compelling reason to keep your site’s desktop and mobileexperiences separate, or perhaps your content would be better served by aresponsive approach. Only you and your users know for certain.”Ethan Marcotte - Responsive Web Design, 2011
That’s right. This guy sCll has to prove a thing or two. Like most of us. Ethan Who?
§ When to build?§ you want continuity between different contexts§ you want a seamless multi-device experience§ the features and content you offer are equally likelyto be accessed on multiple devices§ you don’t ‘over-code’§ might indicate that you need to go native or mobile§ and that might even be cheaper to build and maintainThe web road, direction responsive - when
§ Your focus is on§ content/feature-driven design§ tiny screen usability§ multi-device customization§ touch interaction¨ gestures§ design patterns¨ navigation, data grids, forms,…§ graphical design¨ typography, images, backgrounds,…The web road, direction responsive - focus
nativeChallenge n° 3 -‐ So, which road will you choose?
Mobile UX strategy • NaCve • Web • mobile • responsive The world outside • Users • Tasks • Context Business context • Business domain • Vision & mission • Technology • Data