Designing the Mobile Experience

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This document discusses designing mobile experiences. It covers native mobile apps versus mobile web apps, and the tradeoffs of each approach. Hybrid mobile apps are discussed as a middle ground between these two approaches. The document also discusses responsive web design and designing for different contexts. Principles of mobile design discussed include prioritizing context over content, designing for the user's goals and needs, and providing a connected experience across devices.

Marketing Technology Entertainment & Humor

designing the mobile experience
kaki law

Wednesday, October 30, 2013

R/GA
SapientNitro
Isobar
ITP, NYU
Wednesday, October 30, 2013

experience strategy
experience design
interaction design
creative innovation
Wednesday, October 30, 2013

that FAQ
mobile strategy
mobile design process
responsive web design
trends & patterns
5 principles
Wednesday, October 30, 2013

native vs. web

Wednesday, October 30, 2013

transitions

native

interactions
hardware capabilities
address book
camera
sms
audio inputs
sensors

Wednesday, October 30, 2013

1.native code
2.hybrid mobile app
3.mobile web app
Wednesday, October 30, 2013

native code = cost more?

Wednesday, October 30, 2013

more cost because ...
iOS (objective c)
android (java)
microsoft (silverlight)
samsung (c++)
rim (java)
Wednesday, October 30, 2013

hybrid mobile app?

Wednesday, October 30, 2013

native

web/html5

Wednesday, October 30, 2013

native navigation controller

Rich Layout

Wednesday, October 30, 2013

native navigation controller

web view

css
JS

html5

web server
Wednesday, October 30, 2013

developers

beneﬁts

Wednesday, October 30, 2013

users

no resubmit to app store

receive latest contents &
functions without
updating the app

reduce time re-compiling
& transferring the ﬁle
during testing

needs/wants

users’ context
goals

Wednesday, October 30, 2013

that FAQ
role of mobile
mobile design process
responsive web design
trends & patterns
5 principles
Wednesday, October 30, 2013

that FAQ
mobile strategy
mobile design process
responsive design
trends & patterns
5 principles
Wednesday, October 30, 2013

consistent experience

Wednesday, October 30, 2013

complementary experience

http://uxmag.com/articles/designing-for-context-the-multiscreen-ecosystem
Wednesday, October 30, 2013

continuous experience

http://uxmag.com/articles/designing-for-context-the-multiscreen-ecosystem
Wednesday, October 30, 2013

others...

http://uxmag.com/articles/designing-for-context-the-multiscreen-ecosystem
Wednesday, October 30, 2013

web build model

discovery

Wednesday, October 30, 2013

deﬁnition

design

development

web build model 2.0

discovery
&
deﬁne

Wednesday, October 30, 2013

design

evaluate

build

mobile design process
evaluate
wireframes
discovery
&
deﬁne

sketches

build

design
prototype

Wednesday, October 30, 2013

customers
/users

7:30 am
get up from bed

Wednesday, October 30, 2013

8:30 am
going to work

9:30 - 12:30 pm

1:00 pm

6:00 pm

9:30 - 12:30 pm

ofﬁce

Lunch

taxi to home

home

connected & consistent experience
7:30 am
get up from bed

Wednesday, October 30, 2013

8:30 am
going to work

9:30 - 12:30 pm

1:00 pm

6:00 pm

9:30 - 12:30 pm

ofﬁce

Lunch

taxi to home

home

mobile
experience

context
ﬁrst

content
ﬁrst

Wednesday, October 30, 2013

mobile
ﬁrst

what is
important

context
ﬁrst

to the users
content
ﬁrst

Wednesday, October 30, 2013

mobile
ﬁrst

what is
relevant

context
ﬁrst

at that moment
content
ﬁrst

Wednesday, October 30, 2013

mobile
ﬁrst

environment
&
circumstances
content
ﬁrst

Wednesday, October 30, 2013

context
ﬁrst

mobile
ﬁrst

context A
context B

how does
context
inﬂuence
this
scenario

scenario

context D
context C

Wednesday, October 30, 2013

ﬂexible grid-based design

responsive
web
design

ﬂexible images & media
media queries

Wednesday, October 30, 2013

responsive
web
design

Wednesday, October 30, 2013

target / context = result
example:

900 (content block)/ 960 (browser size)= 0.9375

http://styletil.es/
Wednesday, October 30, 2013

responsive
web
design

Wednesday, October 30, 2013

designing system
NOT mock-ups

that FAQ
mobile strategy
mobile design process
responsive web design
trends & patterns
4 principles
Wednesday, October 30, 2013

http://bradfrost.github.io/this-is-responsive/patterns.html
Wednesday, October 30, 2013

1.engagement
NOT ad
Wednesday, October 30, 2013

2.mobile =
social
Wednesday, October 30, 2013

3.never go
alone
Wednesday, October 30, 2013

Engagement Idea

Audience
Wednesday, October 30, 2013

Scan to check-in
Wednesday, October 30, 2013

Follow up with Weixin

4.provide
utility
Wednesday, October 30, 2013

Panasonics Smart Life App
Wednesday, October 30, 2013

Home Control Remote App

is the value
you added
Wednesday, October 30, 2013

5.connected
experience
Wednesday, October 30, 2013

your mobile idea check list

engagement NOT ad
mobile = social
never go alone
provide utility
connected experience
Wednesday, October 30, 2013

robot5850@gmail.com
Linkedin: KaKi Law

Wednesday, October 30, 2013

Experience Design in Creative Agency. The presentation also covers the latest digital behavior in HK. Videos Played during the presentation: SME HK by Google http://www.youtube.com/watch?v=98ui4f7DR1Y Connected Retail http://youtu.be/VN2hfLN8djQ Tesla Motors http://youtu.be/TZ0HsN-tblo Interacting With a Dynamic Shape Display http://vimeo.com/79179138 Nordstorm Innovation Lab - Sunglass iPad App Case Study http://youtu.be/szr0ezLyQHY Hands On Search　Yahoo! JAPAN http://youtu.be/xQx6YeoKVwU

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Designing the Mobile Experience

1. designing the mobile experience kaki law Wednesday, October 30, 2013

2. Wednesday, October 30, 2013

3. R/GA SapientNitro Isobar ITP, NYU Wednesday, October 30, 2013

4. experience strategy experience design interaction design creative innovation Wednesday, October 30, 2013

5. today Wednesday, October 30, 2013

6. that FAQ mobile strategy mobile design process responsive web design trends & patterns 5 principles Wednesday, October 30, 2013

7. native vs. web Wednesday, October 30, 2013

8. transitions native interactions hardware capabilities address book camera sms audio inputs sensors Wednesday, October 30, 2013

9. 1.native code 2.hybrid mobile app 3.mobile web app Wednesday, October 30, 2013

10. native code = cost more? Wednesday, October 30, 2013

11. more cost because ... iOS (objective c) android (java) microsoft (silverlight) samsung (c++) rim (java) Wednesday, October 30, 2013

12. hybrid mobile app? Wednesday, October 30, 2013

13. native web/html5 Wednesday, October 30, 2013

14. native navigation controller Rich Layout Wednesday, October 30, 2013

15. native navigation controller web view css JS html5 web server Wednesday, October 30, 2013

16. developers beneﬁts Wednesday, October 30, 2013 users no resubmit to app store receive latest contents & functions without updating the app reduce time re-compiling & transferring the ﬁle during testing

17. Wednesday, October 30, 2013

18. Wednesday, October 30, 2013

19. Users Wednesday, October 30, 2013

20. needs/wants users’ context goals Wednesday, October 30, 2013

21. that FAQ role of mobile mobile design process responsive web design trends & patterns 5 principles Wednesday, October 30, 2013

22. that FAQ mobile strategy mobile design process responsive design trends & patterns 5 principles Wednesday, October 30, 2013

23. consistent experience Wednesday, October 30, 2013

24. complementary experience http://uxmag.com/articles/designing-for-context-the-multiscreen-ecosystem Wednesday, October 30, 2013

25. continuous experience http://uxmag.com/articles/designing-for-context-the-multiscreen-ecosystem Wednesday, October 30, 2013

26. others... http://uxmag.com/articles/designing-for-context-the-multiscreen-ecosystem Wednesday, October 30, 2013

27. Awareness Engagement Launch Purchase lead by this campaign Mobile game to engagement Share Enablement to SNS (FB) mobile Future Purchase Engagement Pro-Launch Flagship Store Launch Video Loyalty Program Exclusive Event Check-in News/Store Updates New Season/Catalog Intro Drive trafﬁc to store MTR TST Flagship Store Launch Broadcast Mobile app download leads Exclusive Event Live Streaming Generate buzz in the neighborhood MTR Elements same as MTR TST Big Screen Interactive Engagement Flagship TST Flagship Elements Facebook same as MTR TST same as Flagship TST Exclusive Event Drive App Downloads same as MTR TST Launch Event Exclusive Event for Winner same as Flagship TST Exclusive Event Drive App Downloads Youtube Broadcast of the Flagship store Launch brand site Broadcast of the Flagship store Launch Wednesday, October 30, 2013 same as MTR TST

28. web build model discovery Wednesday, October 30, 2013 deﬁnition design development

29. web build model 2.0 discovery & deﬁne Wednesday, October 30, 2013 design evaluate build

30. that FAQ mobile strategy mobile design process responsive web design trends & patterns 5 principles Wednesday, October 30, 2013

31. Wednesday, October 30, 2013

32. Wednesday, October 30, 2013

33. Wednesday, October 30, 2013

34. mobile design process evaluate wireframes discovery & deﬁne sketches build design prototype Wednesday, October 30, 2013 customers /users

35. video Wednesday, October 30, 2013

36. web apps Wednesday, October 30, 2013

37. 7:30 am get up from bed Wednesday, October 30, 2013 8:30 am going to work 9:30 - 12:30 pm 1:00 pm 6:00 pm 9:30 - 12:30 pm ofﬁce Lunch taxi to home home

38. connected & consistent experience 7:30 am get up from bed Wednesday, October 30, 2013 8:30 am going to work 9:30 - 12:30 pm 1:00 pm 6:00 pm 9:30 - 12:30 pm ofﬁce Lunch taxi to home home

39. that FAQ mobile strategy mobile design process responsive web design trends & patterns 5 principles Wednesday, October 30, 2013

40. Wednesday, October 30, 2013

41. Wednesday, October 30, 2013

42. Wednesday, October 30, 2013

43. Wednesday, October 30, 2013

44. Wednesday, October 30, 2013

45. mobile experience context first content first Wednesday, October 30, 2013 mobile first

46. what is important context first to the users content first Wednesday, October 30, 2013 mobile first

47. design Wednesday, October 30, 2013

48. what is relevant context first at that moment content first Wednesday, October 30, 2013 mobile first

49. environment & circumstances content first Wednesday, October 30, 2013 context first mobile first

50. context A context B how does context inﬂuence this scenario scenario context D context C Wednesday, October 30, 2013

51. ﬂexible grid-based design responsive web design ﬂexible images & media media queries Wednesday, October 30, 2013

52. responsive web design Wednesday, October 30, 2013 target / context = result example: 900 (content block)/ 960 (browser size)= 0.9375

53. http://styletil.es/ Wednesday, October 30, 2013

54. responsive web design Wednesday, October 30, 2013 designing system NOT mock-ups

55. that FAQ mobile strategy mobile design process responsive web design trends & patterns 4 principles Wednesday, October 30, 2013

56. http://bradfrost.github.io/this-is-responsive/patterns.html Wednesday, October 30, 2013

57. that FAQ mobile strategy mobile design process responsive web design trends & patterns 5 principles Wednesday, October 30, 2013

58. Wednesday, October 30, 2013

59. Wednesday, October 30, 2013

60. 1.engagement NOT ad Wednesday, October 30, 2013

61. 2.mobile = social Wednesday, October 30, 2013

62. 3.never go alone Wednesday, October 30, 2013

63. Engagement Idea Audience Wednesday, October 30, 2013

64. Wednesday, October 30, 2013

65. Wednesday, October 30, 2013

66. Wednesday, October 30, 2013

67. Wednesday, October 30, 2013

68. Scan to check-in Wednesday, October 30, 2013 Follow up with Weixin

69. 4.provide utility Wednesday, October 30, 2013

70. Panasonics Smart Life App Wednesday, October 30, 2013 Home Control Remote App

71. Wednesday, October 30, 2013

72. Wednesday, October 30, 2013

73. Wednesday, October 30, 2013

74. is the value you added Wednesday, October 30, 2013

75. 5.connected experience Wednesday, October 30, 2013

76. your mobile idea check list engagement NOT ad mobile = social never go alone provide utility connected experience Wednesday, October 30, 2013

77. robot5850@gmail.com Linkedin: KaKi Law Wednesday, October 30, 2013

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