Mobile interaction models, beyond the app

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This presentation given on the Mobilecamp Brussels event on 08/05/2010 makes the point that not everyone needs to develop a mobile app. There are plenty of other interaction possibilities with mobile users.

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Mobile interaction models, beyond the app

  1. 1. Mobile Interaction models, beyond the app<br />Koen Delvaux<br />Mobile Vikings<br />
  2. 2. This presentation is only aimed at the lesser gods<br />If you’re one of the big STARS, walk away now. We need you to conquer the world for us.<br />For the rest of us: let’s see how we can realistically tackle mobile apps <br />
  3. 3. Mobile Interaction models<br />
  4. 4. Mobile Applications<br />Think “cupcake”<br />not “wedding cake”<br />(cc Adaptive Path)<br />“Less is more”<br />“Less is more”<br />
  5. 5. Mobile usage models<br />Limited interaction time(30 seconds)<br />Fun factor is more important than productivity<br />Staying in touch<br />No rational value perception<br />Personalization is important<br />More lean-back than forward (constant change of context)<br />
  6. 6. Mobile internet is:<br />notabout the web<br />notabout the device<br />notaboutapplications<br />It’s about services<br />Thatlive in the net<br />Are availableonmultiple devices<br />Caninteract to becomebetter<br />It’s about services<br />
  7. 7. LTAP = Location<br /> Time<br />Activity<br /> Profile<br />Interact in a given context<br />
  8. 8.
  9. 9.
  10. 10. Example:<br />Freshbooks<br />(invoicing SaaS website)<br />Application only does 1 thing:<br />Timetracking<br />Very simple, start/stop buttons<br />I don’t need more on my mobileI don’t want more complexity<br />
  11. 11. What will you (not) make?<br />
  12. 12. So, you have a great idea for an app<br /> Nobody cares<br />
  13. 13. Are we supposed to install anapp foreach FMCG company?<br />(the internet doesn’t work this way)<br />
  14. 14. Obviously not whatusers want<br />
  15. 15. Follow your target audience<br />What do they want to do?<br />How can you help them?<br />What is their idea of a nice mobile app?<br />“ I don’t want the Pizza Hut finder app. Just show it to me in Google Maps”<br />
  16. 16. Technology choice<br />
  17. 17. App or web?<br />It depends<br />
  18. 18. Richness<br />HTML 5<br />Flash<br />Application<br />stores<br />Symbian<br />Windows Mobile<br />WEB<br />JAVA<br />WAP<br />Reach<br />
  19. 19. Yes, ride the app train (for now)<br />Be smart<br />Make the right platform choice (choose appstore)<br />NOT technology based: look at your users<br />Make sure you’re in it for the long run (updates)<br />Consider<br />Cross platform environments are emerging(e.g. Titanium Mobile)<br />At least have a decent mobile website<br />
  20. 20. Alternative for platform choice<br />Write once,<br />compile many times,<br />(test many times)<br />run on several platforms<br />(with native UI elements)<br />
  21. 21. Don’t write offwidget platforms<br />
  22. 22. Although the promise is overdue…<br />
  23. 23. … the model still remains valid<br />www.gloweme.com by Citylive, 2007-2008 (now: used in South-Africa)<br />
  24. 24. Development Approach<br />
  25. 25. WRONG<br />
  26. 26. Alternative process, step 1<br />Start with paper<br />“Draw” your application (on a pic of a mobile)<br />Show it to potential users<br />User talks whilst he is looking,<br />says what he is trying to do<br />You flip to the next page when the user “clicks”<br />
  27. 27. Alternative process, step 2<br />Walk out in the street<br />Ask people to take a look<br />Don’t show them, but give them the device<br />Create a mockup on a device<br />
  28. 28. Alternative process, step 3<br />Give it to users<br />Let them guess what it does<br />Let them suggest what they want it to do<br />Take notes, this will beyour requirement spec<br />Create a working prototype<br />
  29. 29. Good example: Transistor<br />iPhone radio app byThomas Byttebier<br />(read his story on his blog)<br />
  30. 30. Content<br />
  31. 31. Content is king<br />User generated<br /> Content is king<br />Create a viral video<br />Maybe we can make a ringtone or logo of our company and give that to users<br />Or wait, let’s put the history of our company in our app(yes, with pics!)<br />On mobile, only 2things really count:<br /><ul><li>Share
  32. 32. Create</li></li></ul><li>Money<br />
  33. 33. What will users pay for?<br />Don’t expect people to keep paying €3 per app<br />Saturation = price erosion<br />Remember shareware?<br />Dominant model will be in-app payment<br />Allows for continuous up-selling<br />Customer lifecycle value instead of a quick sale<br />Virtual currencies will also be strong<br />Try to play in someone’s virtual currency world<br />
  34. 34. Paypal leads the way<br />(now also available in Belgium)<br />
  35. 35. Beyond the app<br />
  36. 36. Are you sure you’re an app?<br />Better be the necklace on the star<br />Than a bad copy that nobody cares about<br />this one is<br />getting<br />attention<br />
  37. 37. How to be a necklace on a star?<br />Integrate content<br />Create an API<br />The good old “mashup”<br />Alternative interface on a service<br />Flip page to see some examples<br />
  38. 38. No app.<br />They just made their bicycle tracks availablein Layar (=AR platform)<br />
  39. 39. OK, this is an app<br />(public transport in Brussels)<br />Started by @emich without consent of the transportation company by screenscraping data.<br />When they saw what was possible, an agreement was made and they opened up their database.<br />Good move from MIVB!<br />
  40. 40. It’s an app.<br />But you can’t start itIt doesn’t have it’s own menu items or UI.<br />It’s a plug-in for the camera application<br />
  41. 41. BTW, this same app also does a nice“mashup” by directly publishingthe uploaded photo url to Twitter.<br />
  42. 42. Even smarter.<br />Nike didn’t do anything.<br />Since their data is availablethrough a REST API,<br />other users can make appsfor Nike+<br />The more apps, the more exposure for Nike.<br />
  43. 43. With Mobile Vikings, we did the same thing.<br />All user data is available through a (secured) APIHere is a home screen widget displaying credit<br />
  44. 44. Call history is available. We did none of this, it’s all made by our users <br />(they’re great!)<br />
  45. 45. Voice call details. Learned us the importance of API throttling and controlled caching. We’re considering moving authentication to OAuth<br />
  46. 46. Users already created apps for iPhone, Android, Samsung Widgets, Windows Mobile, Vista Sidebar gadgets and alternative web interfaces.<br />BTW, this logo is also available on our website as an EPS file, so everyone has good quality artwork.<br />
  47. 47. Summary<br />context<br />Think of the context users will interact in<br />Make sure what you do matters for your users<br />Apps are not always needed. Other models can be more successful (unless you’re a star)<br />Keep an eye on multi-platform possibilities<br />Never start with a spec, always start with paper<br />Sharing and creating need to be at center stage<br />Go for in-app money (virtual or real)<br />matters for your users<br />(unless you’re a star)<br />multi-platform<br />start with paper<br />Sharing<br />creating<br />in-app money<br />

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