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Mobile: more than just an app

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Mobile: more than just an app

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This is a talk Jonny Schneider and I gave as part of the Thoughtworks Quarterly Technology Briefing, on various aspects of mobile strategy and delivery.

This is a talk Jonny Schneider and I gave as part of the Thoughtworks Quarterly Technology Briefing, on various aspects of mobile strategy and delivery.

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Mobile: more than just an app

  1. 1. Topic for the next few slides ‘Name of referenced work’, Author/source/URL, date.
  2. 2. ›❯ Technology has changed ›❯ We behave differently ›❯ Creating better mobile products ›❯ Building mobile apps
  3. 3. ›❯ Technology has changed ›❯ We behave differently ›❯ Creating better mobile products ›❯ Building mobile apps
  4. 4. First, a note about stats. We’re using local research wherever possible US market and mobile trends are similar to Australia http://www.flickr.com/photos/avlxyz/308574017
  5. 5. Technology, people and time 100% 90% 80% ELECTRICITY COLOR TV 60% AUTOMOBILE INTERNET 40% MOBILE PHONE TELEPHONE AIR-CONDITIONING 20% REFRIGERATOR COMPUTER 0 1900 1915 1930 1945 1960 1975 1990 2005 http://www.nytimes.com/imagepages/2008/02/10/opinion/10op.graphic.ready.html
  6. 6. Technology, people and time 100% 90% 80% ELECTRICITY COLOR TV 60% AUTOMOBILE INTERNET 40% MOBILE PHONE TELEPHONE AIR-CONDITIONING 20% REFRIGERATOR COMPUTER 0 1900 1915 1930 1945 1960 1975 1990 2005 50 YEARS 70 YEARS 80 YEARS http://www.nytimes.com/imagepages/2008/02/10/opinion/10op.graphic.ready.html
  7. 7. Technology, people and time 100% 90% 80% ELECTRICITY COLOR TV 60% AUTOMOBILE INTERNET 40% MOBILE PHONE TELEPHONE AIR-CONDITIONING 20% REFRIGERATOR COMPUTER 0 1900 1915 1930 1945 1960 1975 1990 2005 20 YEARS 50 YEARS 70 YEARS 30 YEARS 80 YEARS http://www.nytimes.com/imagepages/2008/02/10/opinion/10op.graphic.ready.html
  8. 8. Internet adoption over time (percentage American adults) 80 60 40 20 0 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11 Pew Research, 2012. http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/Internet-adoption-over-time.aspx
  9. 9. Internet adoption over time (percentage American adults) 80 82% of Australian adults 60 online in 2012 40 20 0 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11 The Australian Online Consumer Landscape Report, Nielsen 2012.
  10. 10. Adult gadget ownership over time 90 75 60 Desktop PC Laptop 45 Mobile Phone Tablet 30 15 0 Apr ‘06 Apr ‘08 Sep ‘09 Sep ‘10 Aug ‘11 Feb ‘12 Pew Research Center, 2012. http://pewinternet.org/Reports/2012/Digital-differences/Main-Report/The-power-of-mobile.aspx
  11. 11. In Australia... 90 75 110% mobile device penetration 60 Desktop PC 52% of those are smartphones Laptop 45 Mobile Phone 18% tablet ownership Tablet 30 15 0 Apr ‘06 Apr ‘08 Sep ‘09 Sep ‘10 Aug ‘11 Feb ‘12 Australia - Understanding the Mobile Consumer. Australian Bureau of Statistics. May, 2012. http://bit.ly/MKj8dq Australian Mobile Phone Lifestyle Index. 2011. http://www.aimia.com.au/ampli The Australian Online Consumer Landscape Report, Nielsen 2012.
  12. 12. AMPS GSM 3G UMTS Analogue 2G/WAP/WML/i-mode NextG Motorola Telecom ‘Walkabout’ Motorola RAZR Brick Nokia 5110 HTC Dream (1st Android) Palm Treo iPhone 3 SMS is born 1st mobile web browsers Predictive 1st WebKit Text browser iPad 1 ‘87 ‘89 ‘91 ‘93 ‘95 ‘97 ‘99 ‘01 ‘03 ‘05 ‘07 ‘09 ‘11 Data: http://isc.org; http://amta.org.au; http://wikipedia.org and various websites
  13. 13. So What? http://www.flickr.com/photos/jakecaptive/3205277810
  14. 14. ›❯ Technology has changed ›❯ We behave differently ›❯ Creating better mobile products ›❯ Building mobile apps
  15. 15. “...we tend to place the emphasis on the technologies themselves, when it is really the social impact and cultural change that will be most dramatic.” Don Norman, 1998 mitpress.mit.edu/books/norvh/chapter1.html
  16. 16. What is the most radical, innovative mobile device released in the last few years? Vodafone 150 $10 - $15
  17. 17. Population Density http://na.unep.net/globalpop/africa/Appendix_6e.html
  18. 18. Access to electricity http://apod.nasa.gov/apod/ap081005.html
  19. 19. GSM Network Coverage http://apod.nasa.gov/apod/ap081005.html
  20. 20. What does it mean for information sharing? RapidFTR
  21. 21. We behave differently Yesterday, We went go to the computer to use internet
  22. 22. We behave differently Today, We access the internet any place, any time.
  23. 23. Use of the mobile phone for different purposes 100 80 60 2009 40 2010 2011 20 0 Voice SMS Entertainment Visit web Search Banking Australian Mobile Phone Lifestyle Index. 2011. http://www.aimia.com.au/ampli
  24. 24. ‘Just in time’ information 86% of smartphone owners access information just-in-time... 41% coordinate a meet-up 35% solve an unexpected problem 20% get a up-to-the-minute transport info Pew Research, 2012. http://pewinternet.org/Reports/2012/Just-in-time/
  25. 25. ‘Just in time’ information In Australia... 55% accessed maps/location/traffic 34% use mobile search daily 39% restaurant or cafe info Australian Mobile Phone Lifestyle Index, 2011. http://www.aimia.com.au/ampli
  26. 26. What does it mean for payments? http://www.flickr.com/photos/martinhoward/2709364519
  27. 27. What does it mean for payments?
  28. 28. What does it mean for payments? http://www.flickr.com/photos/deerkoski/7178643521
  29. 29. 20-25% of GDP paid via SMS http://collections.europarchive.org/tna/20081202180014/
  30. 30. What does it mean for retail? 50% of smartphone owners use their device in-store to help make purchasing decisions
  31. 31. ›❯ Technology has changed ›❯ We behave differently ›❯ Creating better mobile products ›❯ Building mobile apps
  32. 32. What does success look like? 2007 A dedicated mobile website 2010 Native iOS and Android apps 2012 Integrated mobile experience 2014 ???
  33. 33. Post-mobile world Integrated with life Opportunistic interactions Everything is ‘smart’ and all things are connected http://g.co/projectglass
  34. 34. Remember the first 10 years of radio?
  35. 35. Remember the first 10 years of television? http://en.wikipedia.org/wiki/Television
  36. 36. Remember the first 10 years of the web? http://www.icehousedesigns.com/webarchive/images/flshbk_COLLAGE2.gif
  37. 37. We’ve been saying ‘do less’ (on mobile) for a long time ‘Graceful Degradation’ ‘Content or feature discrimination’ Big assumptions about customer needs
  38. 38. An example from banking ‘full version’ mobile version Content Product info ★ ★ Exchange rates ★ Interest rates ★ Product disclosure statements ★ Forms & documents ★ Features check account balance ★ ★ transfer funds ★ ★ pay a bill with BPAY ★ ★ schedule a future transfer ★ Change daily limits ★ Update mailing address ★
  39. 39. Customers want to do more on mobile Mobile Internet Users Desktop Internet Users Mobile Majority is very close 2007 2008 2009 2010 2011 2012 2013 2014 2015 Morgan Stanley Associates Internet Trends (2010)
  40. 40. A good start... ‘Progressive Enhancement’ Mobile first, content first Feature parity
  41. 41. An example ‘full version’ mobile version Content Your bags ★ ★ People ★ ★ Notifications ★ ★ Blog ★ ★ Help ★ ★ Features Create a new bag ★ ★ Edit existing bag ★ ★ Explore ★ ★ Search Bagcheck ★ ★ Create new discussion ★ ★ Comment ★ ★
  42. 42. What if that version of the unicorn isn’t helpful for me right now? Adaptation (usually) only deals with the interface not the content http://commons.wikimedia.org/wiki/File:Jednoro%C5%BCec.svg
  43. 43. Responsive content Adapt content as well as features Portability and consistency Create Once, Publish Everywhere http://www.flickr.com/photos/tomazstolfa/4845875443/
  44. 44. An example browse, discover and decide Ingredients list Step-by-step cooking instructions
  45. 45. Seamless experiences Customers choose when and how they interact with your brand Make it easy for them
  46. 46. Precious Design Studios. http://www.slideshare.net/preciousforever/patterns-for-multiscreen-strategies
  47. 47. AirBNB: getting it wrong. http://www.flickr.com/photos/thewolf/5812767917
  48. 48. REA: Getting it right. ‘Name of referenced work’, Author/source/URL, date.
  49. 49. ‘Name of referenced work’, Author/source/URL, date.
  50. 50. ‘Name of referenced work’, Author/source/URL, date.
  51. 51. Precious Design Studios. http://www.slideshare.net/preciousforever/patterns-for-multiscreen-strategies
  52. 52. An ecosystem of screens and physical interfaces
  53. 53. Consumers expect a continuous experience
  54. 54. Call Centre Retail Legacy Thing Message Hub Database Mainframe Some expensive and proprietary system ‘Name of referenced work’, Author/source/URL, date.
  55. 55. ›❯ Technology has changed ›❯ We behave differently ›❯ Creating better mobile products ›❯ Building mobile apps
  56. 56. Different mobile platforms
  57. 57. Native or Web?
  58. 58. Native or Web? In the app store Objective C and Java Lowest barrier to a great experience
  59. 59. Native or Web? Distribute through the browser HTML, CSS, Javascript Some reuse across platforms
  60. 60. or
  61. 61. Instagram Jump-in The Guardian Democracy Now! NATIVE HYBRID WEB LinkedIn Facebook BBC Olympics using PhoneGap
  62. 62. How should you build your app? User Experience Platform Coverage http://www.flickr.com/photos/raeallen/200891658
  63. 63. User Experience Platform Coverage
  64. 64. User Experience Laser Platform Coverage
  65. 65. User Experience Cover your bases Platform Coverage
  66. 66. Don’t lock yourself into doing everything natively or everything using the web and
  67. 67. Sharing between platforms Shared logic using Javascript Shared presentation using HTML/CSS
  68. 68. User Interface Client Logic iPhone Objective C Objective C Mobile Web HTML / CSS Javascript What would we do differently?
  69. 69. User Interface Client Logic Calatrava Objective C Objective C HTML / CSS Javascript A bridge between native and web
  70. 70. Calatrava Technology choice per feature More an approach than a framework Will soon be open source http://en.wikipedia.org/wiki/Puente_del_Alamillo
  71. 71. But the app is just the tip of the iceberg
  72. 72. App Backend
  73. 73. App API Backend
  74. 74. How do we build simpler apps and smarter backends? App API Backend Product-aligned teams RESTful web services Serving data and style
  75. 75. ›❯ Technology has changed ›❯ We behave differently ›❯ Creating better mobile products ›❯ Building mobile apps
  76. 76. Focus on customer behaviour before technology
  77. 77. Do more, not less for mobile
  78. 78. Break large systems into smaller, faster moving components so you can better respond to change
  79. 79. Whatever you do, use short iterations, measure and learn quickly.
  80. 80. “Nulla facilisi. Phasellus mollis nibh eget Thank you tortor cursus congue. Vivamus velit tortor, sodales sed feugiat in, gravida eu turpis. Jonny Schneider Stewart Gleadow Pellentesque quis neque at libero malesuada jschneid@thoughtworks.com sgleadow@thoughtworks.com tincidunt a in risus. Maecenas.” @jonnyschneider @stewgleadow 0418 690 519 0421 634 361 A. Person, 2011 ‘Name of referenced work’, Author/source/URL, date.
  81. 81. Tell us what you think Thank you feedback.thoughtworks.com http://bit.ly/qtbtw Join Martin Fowler and Stewart Gleadow at Swipe Conference 15% discount for friends of ThoughtWorks email info@swipe.net.au  with ’15% TW discount’ in subject line to redeem offer ‘Name of referenced work’, Author/source/URL, date.

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