The document discusses Sagem Wireless' Surface UI, which was designed in collaboration with Fjord to optimize the Android user experience. Surface UI aims to simplify navigation by bringing the most used objects and interactions to the top level, and differentiate between embedded and open apps/services. It also allows for quick switching between panes and running apps with a single touch. The backend connects to social networks, content sources, and commerce platforms to power the new experience. The goal was to surface what's good and make Android more accessible while recognizing that the device itself is now the primary service.

1. Surface UI
Optimizing Android User Experience
October 2010
A case study in mobile UI design
Jerome Nadel
EVP, Sagem Wireless
Olof Schybergson
CEO, Fjord

2. Key themes
• Analyzing Android
• Identifying opportunities for innovation
• Deep collaboration
• The result – Surface UI
• Insights

4. Understanding the mobile UI landscape
Apple iOS: ultra simple navigation…
…but lacking multi-tasking power and flexibility
Android: very flexible…
…but lacking structure and self-evidency

5. Design Tradeoffs
100
Application B
90
80
(functional performance)
70
Application A
Relative Power
60
50
40
30
20
10
0
Familiarity (through use, experience, and training)

6. From introduction to adoption to domination
Global Usage of Android and iOS in Smart Phones
(Millions of Units)
Android
iOS
iSuppli, 2010
561% increase in 2010
Digitimes

7. Everyone is working to improve Android

8. Assessing best practice – HTCs Sense

9. Staying compliant

10. Teaming with Fjord

12. Let's Rumble…

13. Not just UI design, service design

14. Building an Andriod customization system

15. Sagem Wireless Surface UI
Surface Navigation
• Bring the most used objects and
interactions to the top. Encourage
usage and exploration
Landscape Structure
• Differentiate embedded vs. “open”
services & apps throughout the UI
Simple Switching
• Give instant control to quickly jump
between Panes and Running Apps

17. single touch targets

18. menu

19. switcher

20. surface apps open Android

22. 22

26. Connecting to the cloud…
News Database Social Networks Developer Network eCommerce

28. The back-end enables the experience
- Social network platform
- Content (news, video…)
BILLING SERVERS CATALOGUES CONTENT MGT
AGGREGATION SERVER
- id
- location
Google Checkout, Paypal, Id, eCart, Delivery,
Server CC/DC, MNO billing, P-SMS… physical admin…
Aggregation & digital goods
Direct - SMS
Aggregation - browser
- Direct download
Local
Aggregation MOBILE COMMERCE
LIFESTREAM
PLAYER ODP DEMO
Launch activity
System Open Buy Unlock
Notification CRM / MCOM
View history

29. wow at first exposure
make it simple
a phone is not a phone
surface what's good
the device is the service

30. thank you
Jerome Nadel Olof Schybergson
jerome.nadel@sagemwireless.com olof@fjordnet.com