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All The Screens:
Cross Platform Design Strategies
I work as a Consultant,
               helping companies with
               their UX Strategy.




Theresa Neil
SWEDEN

TEXAS
Lufthansa Across Platforms




Classic Web Site    Mobile Optimized Site   In Flight Entertainment




Native Tablet App   Kiosk                   Native Mobile Apps
Netflix Across Platforms




Classic Web Site   Hybrid Tablet Apps    Hybrid Mobile Apps




TV (Boxee)         Game Console (XBox)   Game Device (Playstation)
?




What are the options for a cross platform
strategy...
Responsive Site       Native App




         Web      And /Or    Installed




Optimized Sites       Hybrid App
Responsive Web Site

Defined Web site responds to the environment using css media
queries. Typically achieved by using fluid grid layouts, like Responsive
Grid System, Bootstrap, from Twitter, or Foundation by Zurb.
Responsive Web Site




                       UIWindow
                       768 x 1024




   Cisco London 2012
Responsive Web Site

Ideal For
Informational Web Sites
Portfolios
Content Consumption Sites
  • Newspapers
  • Magazines
  • Blogs



                            Boston Globe
If you want to learn more about designing for...
Optimized Web Sites

Defined Multiple web sites, each optimized for a different form
factor, and different usage needs.

             Connect
     Smartphone Home
              At   80
     Tablet    Search
     Laptop
                   60
           On The Go
            Entertain

             Manage
                  40
       While Shopping
               Inform
                    20
              At Work
                 Shop
   On Public Navigate0
             Transport
                   At Home AM   To/From School/Work At School/Work   Out and About   At Home PM

                         0
                         0              10
                                       25                 20
                                                         50               7530          10040
         Mobile          PC
                                 Mobile Usage Patterns
Optimized Web Sites


Some companies have three distinct sites...




                                              Mobile Web Site
                        Tablet Web Site
Classic Web Site
Optimized Web Sites


More often there are only two distinct sites.




Amazonʼs Classic Web Site & Tablet Site   Mobile Web Site
Optimized Web Sites


The mobile version is streamlined for core activities.




 jetBlueʼs Classic Web Site & Tablet Site   Mobile Web Site
Optimized Web Sites

Ideal For
Retail
Search
SaaS products
Other web apps




                      Basecamp
If you want to learn more about designing for...
Native Apps

Defined An application that has been developed for use on a
particular platform or device.

Typically native apps are coded with:
Objective C for Apple
Java for Android and BlackBerry
C# or Visual Basic for Windows 7.5

But there are also other options:
Ruby Motion
MonoTouch and MonoDroid
Adobe AIR



                                             Adobe Flex 4.5 Showcase Apps
Native Apps




Evernote for BlackBerry Phone & Tablet, Android Phone & Tablet, iOS Phone & Tablet, Windows Phone
Native Apps




 Xamarian MWC 2012 App   C#, MonoTouch, MonoDroid
Native Apps

Ideal For
Retail
Financial
Software (productivity tools)
Games
Enterprise Apps

Benefits over Hybrid
Better Performance


                            Keynote (like PPT for Apple)
Hybrid Apps


Defined A ʻnative wrappedʼ web application. Products like
Titanium and PhoneGap create a native wrapper that let the
HTML and JS access OS dependent operations they could
access on their own.




                           NBC-Built with Titanium
Hybrid Apps




LinkedIn
http://venturebeat.com/2011/08/16/linkedin-node/
Hybrid Apps




Netflix
http://functionsource.com/post/netflix-feature
Hybrid Apps

Ideal For
Software (productivity tools)
Enterprise Apps
Video Players
Retail

Benefits over Native
Web analytics
A/B testing
Possibly lower costs

                                Facebook
Responsive Site       Native App




         Web      And /Or    Installed




Optimized Sites       Hybrid App
Boston Globeʼs Cross Platform Strategy


Responsive Site                Native Apps
                   And
eBayʼs Cross Platform Strategy

Optimized Sites                  Native Apps
                   And
Thank You
Follow me on Twitter @theresaneil

Read my book and blog:
“Mobile Design Pattern Gallery” OʼReilly 2012

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