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Luke Wroblewski: Mobile First

The document discusses the concept of 'mobile first' design, highlighting its importance in creating web products optimized for mobile devices. Key insights include growth opportunities in mobile web usage, the necessity to adapt to multiple screen sizes, and the performance considerations that impact user engagement. Prominent companies like Google, Facebook, and Adobe are noted for their shifts towards prioritizing mobile-centric development.

Education◦Technology◦News & Politics◦
MOBILE FIRST LUKE WROBLEWSKI AN EVENT APART 2010 @LUKEW 1
Web products should be designed for mobile first. (Even if no mobile version is planned.) Flickr photo by @kevinv033 2
Mobile First at Google Google programmers are doing work on mobile applications first, because they are better apps and that's what top programmers want to develop. –Eric Schmidt, Google CEO 3
Mobile First at Facebook We're just now starting to think about mobile first and desktop second for a lot of our products.” -Kate Aronowitz, Design Director Facebook Flickr photo by gscottolson 4
Mobile First at Adobe We really need to shift now to start thinking about building mobile first. This is an even bigger shift than the PC revolution.” -Kevin Lynch, CTO Adobe Flickr photo by jdlasica 5
MOBILE FIRST 1.  GROWTH = OPPORTUNITY 2.  CONSTRAINTS = FOCUS 3.  CAPABILITIES = INNOVATION 6
Mobile Design Considerations •  Multiple screen sizes & densities •  Performance optimization •  Touch targets, gestures, and actions •  Location systems •  Device capabilities 7
MOBILE FIRST 1.  GROWTH = OPPORTUNITY 2.  CONSTRAINTS = FOCUS 3.  CAPABILITIES = INNOVATION 8
GROWTH = OPPORTUNITY Mobile Web growth has outpaced desktop Web growth 8x Smartphone sales will pass PC sales in 2012 PC Desktop Internet Mobile Consumer 100M+ 1B+ 10B+ 1990 2000 2010 2020 Note: PC installed base reached 100MM in 1993, cellphone / Internet users reached 1B in 2002 / 2005 respectively;25 9 Source: ITU, Mark Lipacis, Morgan Stanley Research.
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2006 High-end RAZR-inspired phone with class 12 EDGE high-speed data & WAP 2.0/xHTML Web browser. 2G network GSM 850 / 900 / 1800 / 1900 SMS, EMS, MMS, Email, Instant Messaging 2 megapixel camera Music player Resolution: 176 x 220 pixels Colors: 262,144 (18-bit) 11
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4,932% Increase AT&T mobile data traffic increased 50x in 3 years Motorola Z3 iPhone iPhone 3G iPhone 3GS 2006 2007 2008 2009 13 Source: AT&T, Morgan Stanley Research.
27% of searches come from 4% of users •  27% of all Yelp searches come from their iPhone application which had 1.4 million unique users in May 2010 •  That month Yelp had 32 million monthly unique users around the world Source: http://officialblog.yelp.com/2010/06/yelp-mobile 14
Facebook on the iPhone Create a product, don’t re-imagine one for small screens. Great mobile products are created, never ported. –Brian Fling 15
“My goal was initially just to make a mobile companion, but I became convinced it was possible to create a version of Facebook that was actually better than the website.” –Joe Hewitt 16
MOBILE FIRST 1.  GROWTH = OPPORTUNITY 2.  CONSTRAINTS = FOCUS 3.  CAPABILITIES = INNOVATION 17
SCREEN SIZE •  Focus on core actions •  Know your users •  Use scalable design 18
Screen Size 1024x768 320x480 19
Focus on Core Elements In iPhone apps, the main function should be immediately apparent. Minimize the number of controls from which users have to choose. –iPhone Interface Guidelines 20
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Southwest Airlines Mobile App 22
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Screen Size 24
Screen Size 25
Know your audience Flickr photo by wertheim 26
Expedia Itinerary 27
Expedia Itinerary 28
Designing For Multiple Screen Sizes 320x480 29
Smartphone Screen Sizes iPhone 320x480 3.5 in 164ppi Palm Pre 320x480 3.1 in 186ppi Palm Pixie 320x400 2.63 in 194ppi T-Mobile G1 320x480 3.2 in 180ppi MyTouch 3G HTC Hero Motorola Droid 480x854 3.7 in 264ppi Nexus One 480x800 3.7 in 252ppi HTC Desire Nokia N97 360x640 3.2 in 229ppi Nokia N900 800x480 3.5 in 266ppi iPhone4 640x960 3.5 in 329ppi 30
The Impact of PPI Source: http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes 31
The Impact of PPI Cinema Display 1920x1200 24 in 94ppi Nokia N900 800x480 3.5 in 266ppi 32
Designing for Multiple Screen Sizes 1.  Define device groups tiny: 84, 96, 101, 128, 130, 132 small: 160, 176 medium: 208, 220, 240 large: 320, 360, 480+ desktop: 800+ 33 Source: http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes
Designing for Multiple Screen Sizes 1.  Define device groups 2.  Create a default reference design 34 Source: http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes
Designing for Multiple Screen Sizes 1.  Define device groups 2.  Create a default reference design 3.  Define rules for content and design adaptation Source: http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes 35 http://www.littlespringsdesign.com/blog/blog/2009/03/11/photoshop-layout-is-not-your-friend/
Designing for Multiple Screen Sizes 1.  Define device groups 2.  Create a default reference design 3.  Define rules for content and design adaptation 4.  Opt for web standards and a flexible layout Source: http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes 36 http://www.alistapart.com/articles/switchymclayout/
Visible App Controls 37
Hardware Control for Menu 38
Make Content the Action You should not view the large iPad screen as an invitation to bring back all the functionality you pruned from your your iPhone application. –iPad Interface Guidelines 39
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SPEED •  Keep performance top of mind •  Take advantage of HTML5 41
Connection Speed 42
Performance Tips Reduce Requests & File Size •  Eliminate redirects •  Use CSS sprites to serve multiple images •  Consolidate CSS & Javascript into a single file •  Minify your code Take Advantage of HTML5 •  Load contents lazily •  Use application cache for local content storage •  Use CSS3 and canvas tag instead of images where possible Source: Make the mobile web faster, Jeremy Weinstein 43
Performance Matters! 100ms delay results in 1% sales loss. (potential $191M in lost revenue in 2008) 400ms delay results in 5-9% drop in full- page traffic. 500ms delay drops search traffic by 20%. The cost of slower performance increases over time. 1s delay results 4% drop in revenue Fastest 10% of users stay 50% longer than slowest 10% Sources: slideshare.net/stubbornella/designing-fast-websites-presentation & slideshare.net/markstanton/speed-matters 44
CONTEXT •  Quick bursts… everywhere •  One-handed 45
During a typical day… 84% at home 80% during misc. times throughout the day 74% waiting in lines 64% at work 46 Flickr photo by Laughing Squid
Use Cases for Mobile Apps •  Access to Facebook via mobile browser grew 112% in the past year to 25.1 million users in January 2010. •  Access to Twitter via mobile browser experienced a 347% jump to 4.7 million users in January 2010. 47
People Don’t Stay Long •  Across 650,000 URLs tested… 10% 9% •  25% of all documents 8% were displayed for less than 4 seconds 7% 6% •  52% of all visits were 5% shorter than 10 seconds 4% 3% •  Peak value was 2% located between 2 and 3 seconds 1% 0% 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 SECONDS DISPLAYED Source: Clickstream Study Reveals Dynamic Web, Weboptimization.com 48
Where phones used One-handed touch Flickr photo by Steve Rhodes 49
MOBILE FIRST 1.  GROWTH = OPPORTUNITY 2.  CONSTRAINTS = FOCUS 3.  CAPABILITIES = INNOVATION 50
TOUCH •  Simplify your user interface •  Don’t count on hovers 51
Nokia smartphone mix Keypad Qwerty Only Touch INCLUDES QWERTY + TOUCH 1.1 billion consumers with Nokia devices in 2009 2008 2009 2010 PROJECTED 52 Source: Nokia –deices sold. Nokia Capital markets day 2009.
Touch Targets Apple recommends a minimum target size: 29px wide 44px tall Source: Matt Legend Gemmell – mattgemmell.com 53
Touch Targets Recommended touch target size is 9mm/34px Minimum touch target size is 7mm/26px Minimum spacing between elements is 2mm/8px Visual size is 60-100% of the touch target size 54
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Basic Touch Gestures Touch Gestures Platforms Tap iPhone OS Double Tap Android Web OS Drag Windows Phone 7 Flick OS X Pinch Windows 7 Spread RIM 6.0 Press Ubuntu And more... Press & Tap Press & Drag Rotate 56
Basic Touch Gestures Tap Briefly touch surface with fingertip. Double Tap Rapidly touch surface twice with fingertip. Images: Dan Willis Research: Craig Villamor & LukeW 57
Basic Touch Gestures Drag Move fingertip over surface without losing contact. Flick Quickly brush surface with fingertip. Images: Dan Willis Research: Craig Villamor & LukeW 58
Basic Touch Gestures Pinch Touch surface with two fingers and bring them closer together. Spread Touch surface with two fingers and move them apart. Images: Dan Willis Research: Craig Villamor & LukeW 59
Basic Touch Gestures Press Press & Tap Touch surface for extended period Press surface with one finger and of time. briefly touch surface with second finger. Press & Drag Press surface with one finger and move second finger over surface without losing contact. Images: Dan Willis Research: Craig Villamor & LukeW 60
Basic Touch Gestures Rotate Touch surface with two fingers and move them in a clockwise or counterclockwise direction. Images: Dan Willis Research: Craig Villamor & LukeW 61
System-related Actions Images: Dan Willis Research: Craig Villamor & LukeW 62
Object-related Actions Images: Dan Willis Research: Craig Villamor & LukeW 63
Navigation-related Actions www.lukew.com/touch Images: Dan Willis Research: Craig Villamor & LukeW 64
Gestures as Input 65
Pop-Up Menus on iPhone 66
Pop-Up Menus on Android 67
Multi-Field Pop-Up Menus on iPhone 68
Multi-Field Pop-Up Menus on Android 69
Hover Details & Actions 70
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Tooltip with Hover 72
LOCATION •  Positioning •  Filtering 73
Location as Input 74
Location as Input 75
Location as Input 76
Location Systems Accuracy Positioning Time Battery Life GPS 10m 2-10 minutes (only 5-6 hours on outdoors) most phones WiFi 50m (improves with Almost instant No additional density) (server connect & effect lookup) Cell tower 100-1400m (based on Almost instant Negligible triangulation density) (server connect & lookup) Single Cell 500-2500m (based on Almost instant Negligible Tower density) (server connect & lookup) IP Country: 99% Almost instant Negligible City: 46% US, 53% Intl (server connect & ZIP: 0% lookup) Smartphones: hybrid of GPS, Wifi, and cell tower triangulation Laptops/desktops: WiFi, IP, rarely GPS 77
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AND MORE… •  Orientation •  Audio & Video •  The List Goes On… 79
Mobile Device Capabilities •  Application cache for local storage •  CSS3 & Canvas for performance optimization •  Multi-touch sensors •  Location detection •  Device positioning & motion: from an accelerometer •  Orientation: direction from a digital compass •  Audio: input from a microphone; output to speaker •  Video & image: capture/input from a camera •  Push: real-time notifications “instant” to user •  Device connections: through Bluetooth between devices •  Proximity: device closeness to physical objects •  Ambient Light: light/dark environment awareness •  RFID reader: identify & track objects with broadcasted identifiers •  Haptic feedback: “feel” different surfaces on a screen •  Biometrics: retinal, fingerprint, etc. 80
Multiple Orientations 81
Standard Orientation 82
Pivot Orientation 83
Orientation Detection in Firefox 3.6 Source: http://hacks.mozilla.org/2009/10/orientation-for-firefox/ 84
Tilt Scrolling in Instapaper 85
Voice as Input 86
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Location & Orientation as Input 88
Location & Orientation as Input When discovered by users boosted their sustained traffic by 40 to 50 percent. “It was sort of beyond our expectations. We had no idea.” Yelp CEO, Jeremy Stoppelman 89
Awkward Interactions SCAN TO CHECKOUT 90 Flickr photo by Nokia Point & Find
Images as Input 91
SnapTell on iPhone 92
Images as Input 93
Images as Input 94
Images as Input 95
Nerd. Found. 96 Flickr photo by Nokia Point & Find
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Location Check-in 98
Facebook Presence 99
Mobile Device Capabilities •  Application cache for local storage •  CSS3 & Canvas for performance optimization •  Multi-touch sensors •  Location detection •  Device positioning & motion: from an accelerometer •  Orientation: direction from a digital compass •  •  Audio: input from degrees of motion to speaker Gyroscope: 360 a microphone; output •  •  Videocameras: capture/input facing camera Dual & image: front & back from a •  Push: real-time notifications “instant” to user •  Device connections: through Bluetooth between devices •  Proximity: device closeness to physical objects •  Ambient Light: light/dark environment awareness •  RFID reader: identify & track objects with broadcasted identifiers •  Haptic feedback: “feel” different surfaces on a screen •  Biometrics: retinal, fingerprint, etc. 100