Bringing It All Together: One Click Case Study

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Presented by Jon Ochenas at Design for Mobile 2009. This case study will examine Sprint's One Click user interface as the culmination of multiple independent efforts throughout the years. The success of these individual efforts provided the momentum and justification for bringing it all together into a complete package. We'll discuss how this complete experience achieved Sprint's business objectives and set the stage for the next generation of One Click. See http://patterns.design4mobile.com/index.php/Bringing_It_All_Together:_One_Click_Case_Study for more

Technology Design

EASY
Bringing It All Together
One Click Case Study

March 2009

1
May 4, 2009
Bringing It All Together: One Click Case Study

Thanks for coming
I am: Jonathan Ochenas

I do: Interaction Design for Sprint’s Product Design team

Hit me: @ochenas
jonathan.c.ochenas@sprint.com

2
May 4, 2009
Bringing It All Together: One Click Case Study

Topics

Historical Context

Driving Data Adoption

A Turning Point

One Click Leads to Another

Observations

3
May 4, 2009
Bringing It All Together: One Click Case Study

2002
Launch of the 3G Network

Personalization = Ringers & Screensavers

Discovery = Main Menu & Favorites

Data Adoption = A surprise at the end of the month

Consistency = ?

4
May 4, 2009
Bringing It All Together: One Click Case Study

2003
Switching from the stick to the carrot

Themes, On Demand and Picture Mail

5
May 4, 2009
Bringing It All Together: One Click Case Study

2005
Success & more of the same

Evolution: Themes & On Demand 3.0

Stasis: Still Acting Opportunistically

Devolution: Business relationships

6
May 4, 2009
Bringing It All Together: One Click Case Study

2006
The Merger: A New Hope

Sprint together with Nextel

(And more design with both, please)

7
May 4, 2009
Bringing It All Together: One Click Case Study

2007
Revolution: The UI is the Product

Business Objectives:

Create value through personalization

Empower with a fearless approach to discovery

Increase data adoption

Increase engagement with a consistent experience

8
May 4, 2009
Bringing It All Together: One Click Case Study

Genesis
Ur Click: Bell HGUI

9
May 4, 2009
Bringing It All Together: One Click Case Study

Concept Work
Collaborative and In Person

You’r
e wel
come

10
May 4, 2009
Bringing It All Together: One Click Case Study

A lot of moving
parts
An unknown number of customers, 2 sets of designers, 1.5
sets of researchers, 2 sets of project/program managers, a
whole heap of product managers and business folks, 3
OEM’s, 4 handsets, 13 Content partners, 1 network.

On a schedule*

* eek!
11
May 4, 2009
Bringing It All Together: One Click Case Study

One Click 1.0

12
May 4, 2009
Bringing It All Together: One Click Case Study

Success
Across all Objectives

Personalization = Greater Awareness

Discovery = One Click users do more

Data Adoption = Higher attachment rates

Consistency = A new Style Guide is in place

13
May 4, 2009
Bringing It All Together: One Click Case Study

Research & Refine
Data drive improvements in
usability and usefulness
Better personalization flows

Extended functionality

Improved OOBE

Consistency

14
May 4, 2009
Bringing It All Together: One Click Case Study

2009: One Click 2.0
An order from on high

For Feature Phones, Touch Devices, Android?

Design Freedom, inside a box

UXD’s time to shine

Want a peek?

15
May 4, 2009
Bringing It All Together: One Click Case Study

First, a few things
Now is the time for rational and fundamental change

Deconstruct the widgets to determine their real value

New designs must elevate content as well as function

16
May 4, 2009
Bringing It All Together: One Click Case Study

No Main Menu
The Carousel is All

Redacted

17
May 4, 2009
Bringing It All Together: One Click Case Study

Bubbles
Are not information services

Redacted

They are a notification structure
18
May 4, 2009
Bringing It All Together: One Click Case Study

One Click is Products
And Products are One Click

Redacted

19
May 4, 2009
Bringing It All Together: One Click Case Study

Observations
Must avoid over commitment

Design Vendor with In House Design Team

Who is The Decider?

20
May 4, 2009
Bringing It All Together: One Click Case Study

Q & A
Please be kind 

21
May 4, 2009
Bringing It All Together: One Click Case Study

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Bringing It All Together: One Click Case Study

1. EASY Bringing It All Together One Click Case Study March 2009 1 May 4, 2009 Bringing It All Together: One Click Case Study

2. Thanks for coming I am: Jonathan Ochenas I do: Interaction Design for Sprint’s Product Design team Hit me: @ochenas jonathan.c.ochenas@sprint.com 2 May 4, 2009 Bringing It All Together: One Click Case Study

3. Topics Historical Context Driving Data Adoption A Turning Point One Click Leads to Another Observations 3 May 4, 2009 Bringing It All Together: One Click Case Study

4. 2002 Launch of the 3G Network Personalization = Ringers & Screensavers Discovery = Main Menu & Favorites Data Adoption = A surprise at the end of the month Consistency = ? 4 May 4, 2009 Bringing It All Together: One Click Case Study

5. 2003 Switching from the stick to the carrot Themes, On Demand and Picture Mail 5 May 4, 2009 Bringing It All Together: One Click Case Study

6. 2005 Success & more of the same Evolution: Themes & On Demand 3.0 Stasis: Still Acting Opportunistically Devolution: Business relationships 6 May 4, 2009 Bringing It All Together: One Click Case Study

7. 2006 The Merger: A New Hope Sprint together with Nextel (And more design with both, please) 7 May 4, 2009 Bringing It All Together: One Click Case Study

8. 2007 Revolution: The UI is the Product Business Objectives: Create value through personalization Empower with a fearless approach to discovery Increase data adoption Increase engagement with a consistent experience 8 May 4, 2009 Bringing It All Together: One Click Case Study

9. Genesis Ur Click: Bell HGUI 9 May 4, 2009 Bringing It All Together: One Click Case Study

10. Concept Work Collaborative and In Person You’r e wel come 10 May 4, 2009 Bringing It All Together: One Click Case Study

11. A lot of moving parts An unknown number of customers, 2 sets of designers, 1.5 sets of researchers, 2 sets of project/program managers, a whole heap of product managers and business folks, 3 OEM’s, 4 handsets, 13 Content partners, 1 network. On a schedule* * eek! 11 May 4, 2009 Bringing It All Together: One Click Case Study

12. One Click 1.0 12 May 4, 2009 Bringing It All Together: One Click Case Study

13. Success Across all Objectives Personalization = Greater Awareness Discovery = One Click users do more Data Adoption = Higher attachment rates Consistency = A new Style Guide is in place 13 May 4, 2009 Bringing It All Together: One Click Case Study

14. Research & Refine Data drive improvements in usability and usefulness Better personalization flows Extended functionality Improved OOBE Consistency 14 May 4, 2009 Bringing It All Together: One Click Case Study

15. 2009: One Click 2.0 An order from on high For Feature Phones, Touch Devices, Android? Design Freedom, inside a box UXD’s time to shine Want a peek? 15 May 4, 2009 Bringing It All Together: One Click Case Study

16. First, a few things Now is the time for rational and fundamental change Deconstruct the widgets to determine their real value New designs must elevate content as well as function 16 May 4, 2009 Bringing It All Together: One Click Case Study

17. No Main Menu The Carousel is All Redacted 17 May 4, 2009 Bringing It All Together: One Click Case Study

18. Bubbles Are not information services Redacted They are a notification structure 18 May 4, 2009 Bringing It All Together: One Click Case Study

19. One Click is Products And Products are One Click Redacted 19 May 4, 2009 Bringing It All Together: One Click Case Study

20. Observations Must avoid over commitment Design Vendor with In House Design Team Who is The Decider? 20 May 4, 2009 Bringing It All Together: One Click Case Study

21. Q & A Please be kind  21 May 4, 2009 Bringing It All Together: One Click Case Study

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