Jonathan Ozeran's SecondConf presentation


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Make Me Want Your App: Designing Mobile Applications for (Reluctant) Business Users

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Jonathan Ozeran's SecondConf presentation

  1. 1. Make Me Want Your App! Designing Mobile Applications for (Reluctant) Business Users Jonathan Ozeran @jozeran
  2. 2. Agenda Design Principles Design Tools Design in the Enterprise Attracting Cheerleaders Transform with Design Final Thoughts
  3. 3. “Creativity is just connecting things. When you askcreative people how they did something, they feel alittle guilty because they didn’t really do it, they justsaw something.”
  4. 4. “Creativity is just connecting things. When you askcreative people how they did something, they feel alittle guilty because they didn’t really do it, they justsaw something.” - Steve Jobs (Wired, February 1996)
  5. 5. Design Principles“Question everything generally thoughtto be obvious.” - Dieter Rams Source: Wikipedia Source: Wells Riley (
  6. 6. Design ToolsUI / UX is a much larger topic... DribbbleBut help and inspiration is out there: Brainstorming & Layout: Sketching, drawing, diagramming, wire-framing, etc Interactivity: Keynote, iOS Storyboards, InVision Software: Photoshop, Illustrator, Balsamiq, OmniGraffle Inspiration: Dribbble, Behance, iOSpirations Iconography / Stencils: Keynotopia, Glyphish Source: Source: Source: Source:
  7. 7. Design Tools (Cont’d)So you’ve designed the ‘baddest app in theenterprise’ and added a “realistic, physicaldimension to your application’ per theHIG*? Source: don’t let design overpower usability!Because if it does... The organization may lose faith in mobile apps Design takes a back seat in future apps / iterations Web / desktop / “mainframe” apps are simply ported Native gives way to hybrid (or cross-platform tools), requiring more concessions & sacrifices* Apple’s iOS Human Interface Guidelines:
  8. 8. Design in the EnterpriseIt’s a battle. Actually, it’s a war zone.The average approach to apps is notpretty. In fact, it’s ugly.Taking existing desktop apps and‘applying lipstick’ is the status quo,still. Today.And with your help, this can change! Source: Source:
  9. 9. Design in the Enterprise (Cont’d)Just a few contexts to imagine: Source: Source: Source: Source:
  10. 10. Design in the Enterprise (Cont’d)Just a few contexts to imagine:InspectionsCareer FairsConstructionEnvironmentalSurveillanceHealth & SafetyWarehouse Source: Source: Source: Source:
  11. 11. Design in the Enterprise (Cont’d)In the enterprise, mobility can be found inmany more conversations.But each approach is unique,frequently inconsistentand includes: Fear Excitement Intimidation Questions Hesitations Concern Source: Second-GuessingAnd that’s just in terms of leadership!
  12. 12. Design in the Enterprise (Cont’d)What about the recipients of these newmobile technologies, processes andapproaches?Not everyone shares your enthusiasm. “I’m going to continue doing my job how I’ve been doing it” “Why do I need a mobile app?” “I’ll be taking time away from family just to do things how you want them Source: done” “It’s going to slow me down” “I don’t want to have to learn something new”
  13. 13. Design in the Enterprise (Cont’d)And here’s where you come in...It’s your responsibility to: Learn and connect with your users Understand the mindset of your users Design for repeat & long-term use Simplify and improve lives Identify ways to iterate designs Communicate and share as often as possible Analyze, refine, simplify Source:
  14. 14. Design in the Enterprise (Cont’d)What else?Assumptions Other Considerations The mobile platform(s) selected makes Ease of use especially for repetitive tasks sense for your users (e.g. button placement) You have confidence in your design and Account for context can build a great app (e.g. indoor / outdoor use) There are a number of trusted pilot Apply a good amount of visual feedback users for your app and many more beyond initial release Gracefully handle errors and network connectivity issues The app accomplishes primary objectives Cater to user’s fingers for tap areas Seamless orientation switching (iPad)
  15. 15. Attracting CheerleadersSource: Source: Source:
  16. 16. Attracting Cheerleaders (Cont’d)Imagery + Emotion + Context + Motivation Source: yourself with great case studies, stories andgenuine user excitementExcite & Motivate Offer Rewards Communicate FrequentlySource: Source: Source:
  17. 17. Attracting Cheerleaders (Cont’d)But whatever you do, make sure youavoid the “Angry Birds” problem. Source: Source:
  18. 18. Transform with DesignAim for transformative apps: Empower the workforce Entice users to say: “I won’t miss the old way” Consider a suite of enterprise apps vs. a single app Find ways to give users time back in their day Surprise with hidden utility Keep focused; strive for shortest finger path Attempt to apply the ‘single tap metaphor’ whenever possible Source:
  19. 19. Transform with Design Psychology Be Responsive & Proactive Understand your users Review their ideas, concerns, through persona mappings enhancements, bugs, love letters Allow for discovery of tricks Encourage sketching sessions and nuances they can share to map out new ideas Develop user journey maps Keep watch to ensure users (physical, emotional) don’t fall back into old habits Involve them in the process Find other ways to ease their where helpful pain outside of mobile apps (e.g. Twilio)Sources:
  20. 20. CommunityEveryone in this room is lucky.Lucky to be in this industry.In this space.In 2012.So share whatever you can withyour community, support eachother and celebrate together!
  21. 21. Final ThoughtsSecurity.Safety.Privacy.Don’t take them for granted. Ifyou fail here, your best designsare wasted and irrelevant. Source:
  22. 22. Designing Mobile Applications for (Reluctant) Business Users Jonathan Ozeran @jozeran