Designing for Tablets:
The Spork Dilemma
Michal Levin, Feb 2012
Hello!
Michal Levin
User Experience Designer, Google
michallevin@gmail.com
www.flickr.com/photos/justbecauseican/
Meet Wall-E
Which is it?
flickr.comflickr.com
Starting off with some history…
When was the first alleged evidence
of a tablet computer?
www.sxc.hu/profile/afasoulis
Starting off with some history…
1969
(2001: A Space Odyssey)
When was the first alleged evidence
of a tablet computer?
2013: Growing out of infancy
 10% market penetration - in less
than 3 years!
 Tablets sales expected to surpass
notebook...
The Basic Questions
www.sxc.hu
Who
Why
When
Where
What
flickr.com/photos/rlcalamusa4156
Favored by early adopters
But - expected to go mainstream
 In Oct 2010, 4% of U.S households owned a tablet
 By 2015, 1/...
They share their device with others
iPad owners skew younger and male
 65% Male
 63% < 35 yrs old
 46% share
The Nielse...
Reasons users prefer tablet over PC/laptop
 Ease in carrying around
 Ease of interface or operating system
 Quick start...
Reasons users prefer tablet over smartphone
 Larger display, allowing better consumption of
news, magazines and books con...
And it’s an excellent distraction for the kids!
www.flickr.com/photos/umpcportal
Overall impact on use of other devices
 Tablet diminishes uses of PC, netbooks, e-
readers, portable media players
 Pred...
What people use tablets for
 People consume more than they create
 Games, news, music and books are regularly accessed.
...
Business or Pleasure?
 Beautiful, engaging user experience
for a leisure, non- work mind set
 87% of global mobile worke...
flickr.com/photos/crazysphinx/4081596290
www.sxc.hu
flickr.com/photos/left-hand/2055266499
flickr.com/photos/wonderferret
...
Time distribution of usage
 70% use their tablets while watching TV, and such
usage scenario takes up 30% of their time
T...
Remember this?
A few more
bubbles to blow…
Industrial Design
 Big(ger) screen: 7’’ – 10.1’’
 Touch screen
 2 orientations: Vertical & Horizontal
 Gripped usually...
User Interface Design
 Direct manipulation
 Gesture-based interaction
 (Meaningful) transitions and animations
 No hov...
An Eco-System
 Tablet is one device within a product family
 Consistency across the eco-system vs.
optimizing UX per dev...
Back to the Spork Dilemma…
Should I be thinking about it as a mobile app or a desktop app?
?
Back to the Spork Dilemma…
You decide, but it’s usually better to think mobile first, to keep
things simple, with a focus ...
Food for thought
flickr.com
Simplicity wins
CloudReadersMake your Clock Widget HD Pro
A photo is worth a thousand words…
The Sunday TimesDoubleTwist Player
FlickFolio CNN
Be consistent
Google+
Documents
Pulse
But also think integration & continuity
SlingBox
Google Calendar
Real racing 2 – Party Play
Metaphors can help
Image source: misternifty.com, gd-wholesale.com, ipadjailbreak.ziphone.org
iBooks Bento iPad photos
(But be sure to use the right ones)
Our children will never
know the link between
the two…
Change orientations wisely
The New York Times
YouTube
PhotoFramePlus
God is in the details
Google Body
Sketchpad HD
Make things beautiful
Google Earth Dream Home HD
Flipboard Hello baby
Interactively engaging
Google
Catalogs
Talking Tom Cat
Djay
And fun!
AmpliTube
You want to make everyone…
Fall in love
(with YOUR app)
I Love YOU Very Much!
Thank you!
Questions?
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Designing for Tablets: The Spork Dilemma

  1. 1. Designing for Tablets: The Spork Dilemma Michal Levin, Feb 2012
  2. 2. Hello! Michal Levin User Experience Designer, Google michallevin@gmail.com
  3. 3. www.flickr.com/photos/justbecauseican/ Meet Wall-E
  4. 4. Which is it? flickr.comflickr.com
  5. 5. Starting off with some history… When was the first alleged evidence of a tablet computer? www.sxc.hu/profile/afasoulis
  6. 6. Starting off with some history… 1969 (2001: A Space Odyssey) When was the first alleged evidence of a tablet computer?
  7. 7. 2013: Growing out of infancy  10% market penetration - in less than 3 years!  Tablets sales expected to surpass notebooks in 2013 www.sxc.hu Gartner (Sep. 2011), IDC (Jul. 2011), Nielsen (Q1 2011) 0 50000 100000 150000 200000 250000 300000 350000 2010 2011 2012 2015 Worldwide Sales of Media Tablets to End Users (thousands of units)
  8. 8. The Basic Questions www.sxc.hu
  9. 9. Who Why When Where What flickr.com/photos/rlcalamusa4156
  10. 10. Favored by early adopters But - expected to go mainstream  In Oct 2010, 4% of U.S households owned a tablet  By 2015, 1/3 of U.S online consumers are predicted to be using one  48% of tablet owners Many of whom own multiple devices  Average: 6 connected devices The Nielsen Company (Q1 2011), Apple Inc Equity (3,2011), Forrester Research Inc (2011) 4 5 5 5 6 Netbook owners eBook owners Portable game player owners Portable media player owners Tablet owners Average no. of Connected Devices
  11. 11. They share their device with others iPad owners skew younger and male  65% Male  63% < 35 yrs old  46% share The Nielsen Company (Q1 2011), The Nielsen Company (10/2010) 33% 34% 44% 46% 55% 62% 67% 66% 56% 54% 45% 38% eReaders Smartphones Netbooks Tablets Media players Gaming Sharing of a Connected Device Shared device Only user
  12. 12. Reasons users prefer tablet over PC/laptop  Ease in carrying around  Ease of interface or operating system  Quick startup / shutdown The Nielsen Company (Q1 2011) 31% 21% 15% 12% 12% 12% 11% 10% 7% Easy to carry/take with you Ease of interface/OS Fast start Up/Off Convenience Size Can use in multiple locations Fast Speed Like Device features Lightweight
  13. 13. Reasons users prefer tablet over smartphone  Larger display, allowing better consumption of news, magazines and books content  Superior experience with web and digital media The Nielsen Company (Q1 2011), The Nielsen Company (10/2010) 63% 48% 29% 8% 29% 9% 45% 9% 28% 5% 34% 24%23% 19% 26% 25% 10% 32% Tablet Smartphone News TV shows Movies Books Magazines Downloaded music Streaming radio Sports None
  14. 14. And it’s an excellent distraction for the kids! www.flickr.com/photos/umpcportal
  15. 15. Overall impact on use of other devices  Tablet diminishes uses of PC, netbooks, e- readers, portable media players  Predicted to affect PC sales / spending The Nielsen Company (Q1 2011), Braclay’s Capital, Apple Inc Equity (3/2011), Google Tablet Survey (3/2011) 1% 0.02% 3% 2% 3% 2% 3% 5% 2% 3% 10% 13% 11% 11% 18% 22% 25% 24% 23% 30% 32% 64% 65% 66% 72% 64% 49% 60% 56% 50% 55% 56% 25% 21% 21% 14% 16% 26% 12% 16% 22% 13% 9% Internet Connected TV Smartphone Internet to TV Player CPS Gaming Console Portable Gaming Console Portable Media Player eReader NetBook Laptop Computer Desktop Computer Do not use it anymore Using it less frequently than before Same as before Using it more frequently than before
  16. 16. What people use tablets for  People consume more than they create  Games, news, music and books are regularly accessed. Browsing and checking email are common  Majority of iPad users spend money on content Nielsen (10/2010), Nielsen Norman (5/2011), Google Tablet Survey (3/2011), Emarketer (3/2011) Downloaded a paid app 63% Did not download an app 32% Downloaded only free apps 5% 24% 32% 37% 37% 39% 39% 41% 41% 42% 44% 45% 45% 50% 54% 62% Travel Planning Sports Information Social Networking Productivity Banking Financial Updates Movie Schedules, Buying Tickets Magazines Location & Directions Celebrity & Entertainment News Shopping News & Headlines Music Books Games
  17. 17. Business or Pleasure?  Beautiful, engaging user experience for a leisure, non- work mind set  87% of global mobile workers use it also for at least some work iPass (4/2011), Tablet formative research (2009) www.sxc.hu
  18. 18. flickr.com/photos/crazysphinx/4081596290 www.sxc.hu flickr.com/photos/left-hand/2055266499 flickr.com/photos/wonderferret flickr.com/photos/anandham/4952020586 flickr.com/photos/puddy73
  19. 19. Time distribution of usage  70% use their tablets while watching TV, and such usage scenario takes up 30% of their time The Nielsen Company (Q1 2011), Google Tablet Survey (3/2011) 30% 21% 10% 9% 4% 5% 4% 4% 13% Watching TV Lying in Bed With Friends/Family Waiting for Something In the Bathroom Attending a Meeting/Class Shopping/Running Errands Commuting Other Activities
  20. 20. Remember this?
  21. 21. A few more bubbles to blow…
  22. 22. Industrial Design  Big(ger) screen: 7’’ – 10.1’’  Touch screen  2 orientations: Vertical & Horizontal  Gripped usually from the sides Image source: morguefile.com, flickr.com
  23. 23. User Interface Design  Direct manipulation  Gesture-based interaction  (Meaningful) transitions and animations  No hover state  2 design schemes (by orientation)  Aesthetics are critical Image source: flickr.com
  24. 24. An Eco-System  Tablet is one device within a product family  Consistency across the eco-system vs. optimizing UX per device  Continuity / Integration between eco-system devices  Relationship with other devices (TV anyone?…) Image source: digitalmediabiz.com
  25. 25. Back to the Spork Dilemma… Should I be thinking about it as a mobile app or a desktop app? ?
  26. 26. Back to the Spork Dilemma… You decide, but it’s usually better to think mobile first, to keep things simple, with a focus on content and core use cases
  27. 27. Food for thought flickr.com
  28. 28. Simplicity wins CloudReadersMake your Clock Widget HD Pro
  29. 29. A photo is worth a thousand words… The Sunday TimesDoubleTwist Player FlickFolio CNN
  30. 30. Be consistent Google+ Documents Pulse
  31. 31. But also think integration & continuity SlingBox Google Calendar Real racing 2 – Party Play
  32. 32. Metaphors can help Image source: misternifty.com, gd-wholesale.com, ipadjailbreak.ziphone.org iBooks Bento iPad photos
  33. 33. (But be sure to use the right ones) Our children will never know the link between the two…
  34. 34. Change orientations wisely The New York Times YouTube PhotoFramePlus
  35. 35. God is in the details Google Body Sketchpad HD
  36. 36. Make things beautiful Google Earth Dream Home HD Flipboard Hello baby
  37. 37. Interactively engaging Google Catalogs Talking Tom Cat Djay
  38. 38. And fun! AmpliTube
  39. 39. You want to make everyone…
  40. 40. Fall in love (with YOUR app) I Love YOU Very Much!
  41. 41. Thank you! Questions?

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