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5 PRINCIPLES OF KILLER MOBILE APPS:

                              HOW TO THINK ABOUT
                             PRODUCT DESIGN FOR IOS


                     CHIA HWU & EVAN KIRCHHOFF, QUBOP INC.
                     SPRINT OPEN SOLUTIONS CONFERENCE 2011



NOV 4 2011 - WWW.QUBOP.COM
CUMULATIVE USERBASE, EARLY 2011




                                 VS.




NOV 4 2011 - WWW.QUBOP.COM
                             (IN MILLIONS)
1. GREAT DESIGN IS INVISIBLE
       2. CONVENTIONS KEEP MOVING
       3. REMOVE CHOICES
       4. SOCIAL IS NOT MAGIC
       5. COUNT YOUR CLICKS

NOV 4 2011 - WWW.QUBOP.COM
1. GREAT DESIGN IS INVISIBLE
       2. CONVENTIONS KEEP MOVING
       3. REMOVE CHOICES
       4. SOCIAL IS NOT MAGIC
       5. COUNT YOUR CLICKS

NOV 4 2011 - WWW.QUBOP.COM
ACCUMULATING
TINY CHANGES




From http://stam-design-
stam.blogspot.com/2011/10/
ios-5.html
ACCUMULATING
TINY CHANGES




From http://stam-design-
stam.blogspot.com/2011/10/
ios-5.html
From http://stam-design-
stam.blogspot.com/2011/10/
ios-5.html
THINK OF APPLE AS YOUR INITIAL AUDIENCE.
NOV 4 2011 - WWW.QUBOP.COM
THE PROMOTIONAL REAL ESTATE IS VERY LIMITED.
NOV 4 2011 - WWW.QUBOP.COM
APPLE’S HUMAN INTERFACE GUIDELINES DO NOT DESCRIBE THEIR TASTES:




              PULSE            NESS             BAND OF THE DAY

NOV 4 2011 - WWW.QUBOP.COM
(IGNORE THE ADVICE AGAINST SPLASH SCREENS)




              PULSE                  NESS            BAND OF THE DAY

NOV 4 2011 - WWW.QUBOP.COM
CUSTOM UI THAT NOBODY NOTICED




                             (NOT THE NATIVE CAMERA INTERFACE)
NOV 4 2011 - WWW.QUBOP.COM
1. GREAT DESIGN IS INVISIBLE
       2. CONVENTIONS KEEP MOVING
       3. REMOVE CHOICES
       4. SOCIAL IS NOT MAGIC
       5. COUNT YOUR CLICKS

NOV 4 2011 - WWW.QUBOP.COM
THE 5-TAB SOCIAL APP WITH CENTER ICON




          INSTAGRAM          PATH             COLOR
NOV 4 2011 - WWW.QUBOP.COM
HIPSTER           SOUNDTRACKING      FOODSPOTTING


                   THE CENTER TAB ANSWERS THE QUESTION,
                        “WHAT DO I DO WITH THIS APP?”
NOV 4 2011 - WWW.QUBOP.COM
EVERNOTE             PINTEREST         PHOTOVINE


                   THE CENTER TAB ANSWERS THE QUESTION,
                        “WHAT DO I DO WITH THIS APP?”
NOV 4 2011 - WWW.QUBOP.COM
FOURSQUARE (PREVIOUS)   FOURSQUARE (NOW)

NOV 4 2011 - WWW.QUBOP.COM
PULL TO REFRESH




TWITTER   BOXCAR     FACEBOOK    SEESMIC
                     MESSENGER
SIDEWAYS SLIDERS




              PULSE                COLOR            GOWALLA
                                                (LATEST REVISION)
NOV 4 2011 - WWW.QUBOP.COM
THE ICON GRID (EARLY 2011)




     FACEBOOK                   LINKEDIN       YELP       SCVNGR



NOV 4 2011 - WWW.QUBOP.COM
THE ICON GRID IS DYING (LATE 2011)




            FACEBOOK              LINKEDIN           YELP

NOV 4 2011 - WWW.QUBOP.COM
1. GREAT DESIGN IS INVISIBLE
       2. CONVENTIONS KEEP MOVING
       3. REMOVE CHOICES
       4. SOCIAL IS NOT MAGIC
       5. COUNT YOUR CLICKS

NOV 4 2011 - WWW.QUBOP.COM
DO THE RIGHT THING


NOV 4 2011 - WWW.QUBOP.COM
NOV 4 2011 - WWW.QUBOP.COM
SOUTHWEST AIRLINES IPHONE APP
                                   (NOVEMBER 2011)
NOV 4 2011 - WWW.QUBOP.COM
ASSUME NOBODY READS ANYTHING
NOV 4 2011 - WWW.QUBOP.COM
ASSUME NOBODY READS ANYTHING
NOV 4 2011 - WWW.QUBOP.COM
(EXCEPT IN JAPAN)
NOV 4 2011 - WWW.QUBOP.COM
MOBIMILEAGE:
                         THE BATTLE FOR ZERO CONFIGURATION
NOV 4 2011 - WWW.QUBOP.COM
NOT THE RIGHT THING:

                               SET ACCURACY
                   LOW                               HIGH


                             NOTE: HIGHER ACCURACY
                              REDUCES BATTERY LIFE



NOV 4 2011 - WWW.QUBOP.COM
1. GREAT DESIGN IS INVISIBLE
       2. CONVENTIONS KEEP MOVING
       3. REMOVE CHOICES
       4. SOCIAL IS NOT MAGIC
       5. COUNT YOUR CLICKS

NOV 4 2011 - WWW.QUBOP.COM
TWITTER IS EASY TO INTEGRATE IN IOS 5




            ...BUT NOW ALL THE APPS CAN DO IT EASILY
NOV 4 2011 - WWW.QUBOP.COM
FACEBOOK FILTERS BY USER INTEREST




      ...AND THEY MAY NOT BE INTERESTED IN YOUR APP
NOV 4 2011 - WWW.QUBOP.COM
(AT LEAST THE FACEBOOK APP NOW PROMOTES IOS APPS INTERNALLY)




NOV 4 2011 - WWW.QUBOP.COM
SOCIAL SHARING: NOT IN THE FLOW
NOV 4 2011 - WWW.QUBOP.COM
SOCIAL SHARING IN THE UI FLOW
NOV 4 2011 - WWW.QUBOP.COM
EVEN BETTER: A FUNDAMENTALLY SOCIAL PRODUCT
NOV 4 2011 - WWW.QUBOP.COM
DO YOU WANT FACEBOOK
                TO BE YOUR LOGIN?




NOV 4 2011 - WWW.QUBOP.COM
DO YOU WANT TO FORCE USERS TO LOG IN?




                             VS.




NOV 4 2011 - WWW.QUBOP.COM
1. GREAT DESIGN IS INVISIBLE
       2. CONVENTIONS KEEP MOVING
       3. REMOVE CHOICES
       4. SOCIAL IS NOT MAGIC
       5. COUNT YOUR CLICKS

NOV 4 2011 - WWW.QUBOP.COM
HOW MANY CLICKS?




NOV 4 2011 - WWW.QUBOP.COM
1


NOV 4 2011 - WWW.QUBOP.COM
2


NOV 4 2011 - WWW.QUBOP.COM
3


NOV 4 2011 - WWW.QUBOP.COM
4,5,
                             6,7

NOV 4 2011 - WWW.QUBOP.COM
8


NOV 4 2011 - WWW.QUBOP.COM
NOV 4 2011 - WWW.QUBOP.COM
NOV 4 2011 - WWW.QUBOP.COM
THINK ABOUT WHEN TO SAVE AND RESTORE STATE

           - (void)applicationWillResignActive:(UIApplication *)application

           - (void)applicationDidEnterBackground:(UIApplication *)application

           - (void)applicationWillEnterForeground:(UIApplication *)application

           - (void)applicationDidBecomeActive:(UIApplication *)application

           - (void)applicationWillTerminate:(UIApplication *)application




      (INCLUDING DIFFERENT SHUTDOWN SCENARIOS)

NOV 4 2011 - WWW.QUBOP.COM
THE MOBILE APP USER LIFE CYCLE


               -38%                            1 DAY



           -50%                               1 WEEK



      -90%                                    6 MONTHS


NOV 4 2011 - WWW.QUBOP.COM   SOURCE: FLURRY
THANKS!

     CHIA HWU
 CHIA@QUBOP.COM
 TWITTER: @CHIAH


  EVAN KIRCHHOFF
 EVAN@QUBOP.COM
TWITTER: @THEEVANK



WWW.QUBOP.COM

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5 Principles of Killer Mobile Apps: How to Think About Product Design for iOS